New Era University No. 9 Central Ave. New Era, Quezon City College of Engineering and Technology
CASE STUDY ANALYSIS
MARKETING SUBMI MI TTED BY :
Ral phMar wi nCor puz RyanNaf ur an Jer omePascua Li ez lShi ennaGer oni mo JadeManz ano
SUBMI TTED TO:
Engr .Jus t i nCar l oA.DeLaCr uz I.
Executive Summary Engineer Antonio Tagorda is a chemical engineering graduate, then he was
employed as production planner in a certain chemical corporation wherein he was transfer to the company’s marketing department as marketing manager. By then, he didn’t somehow perform well as although the company’s sales increase, he failed to increase the number of customers. He was invited by Engineer amuel Bugarin, former classmate from college, to take part to his founded company, to head the marketing department. But due to his ine!perience in the marketing field, he is troubling on what steps to take in his department. "or this to solve, Engineer Tagorda must able to select their target market from the different segments with common needs of their market. He must develop their
II.
marketing mi! that meets the needs of ther buyer and customers. Statement of the Problem Engineer Antonio was appointed to handle marketing for their company they named Bugtag #hemical #oporation $B##%, but due to his ine!perience in the marketing field, he is troubling on what steps to take in his department. He is mullin over to what should the company must tap, for him to know what is their target market and where do they sell their products, and how will they promote their
III.
products to their buyers. Causes of the Problem &acking of information regarding the nature of the market their company must tap is the problem for the management of Engineer Tagorda. He is not, indeed, not e!pertise in marketing field instead he is more effective in the production. Hence, he
is now struggling to their newly founded company wherein he is to handle the
IV.
marketing department. Decision Criteria/Methodology "or Engineer Tagorda to accomplish his problem, he must consider the following criteria' Engineer Tagorda may consider to select their target market from the •
•
different segments with common needs of their market. Engineer Abrera can consider to develop their marketing mi! fitted and suited for what do the costumer wants, when and where they want, at
V.
what price or in what (uantity) lternative Courses of ction *iven the criteria which are basis of actions of Engr. Tagorda, these are the alternative courses of action and options he ma y achieve to solve his problem' Engineer !agorda may ta"e training in mar"eting. This will • ensures +r. Tagorda to be e!pertise in his part of being the marketing
•
manager. However, it will cost time to consume to take training. Engineer !agorda may hire mar"eting s#ecialist and man#o$er to his de#artment. This will completes his needed staffs for his
•
department that have e!periences in the marketing field. Engineer !agorda may choose %esidential Segment. ince, their company is small yet residential segment is a good segment to choose. However, if the chosen segment is too small then you will not have the proper turnover which in turn will affect the total margins and the
•
viability of the business. Engineer !agorda may choose the Industrial Segment. +any companies are engaged in industrial segment so this bring great chance to B## with many clients and customers. However, there is competition against larger and bigger companies.
•
Engineer !agorda may choose the &overnment Segment. +any
companies are engaged in government segment also. However, the same with industrial segment, there is competition against larger and
•
bigger companies. Engineer !agorda may #ublish advertisement in different mass media about their #roducts and services. This will reach their
buyers and costumers about their product and services. However, it
•
will cost bigger budget for the paid message. Engineer !agorda may establish franchises in different #laces that $ill sell their #roducts. "rom this, valuable buyers and costumers will
buy their products accessible to them. However, costs may be higher than you e!pect. As well as the initial costs of buying the franchise, you pay continuing management service fees and you may have to
VI.
agree to buy products from the franchisor. Im#lementation and 'ustification ith the alternative solutions presented, Engr. Tagorda will now implement actions. "or better solutions for the problem of Engineer Tagorda he will follow with these series of steps' -. n the day of his office, Engr. Tagorda will publish /ob vacancies for the positions on his department. "rom this, he will select rightful applicants. 0n duration of two weeks he must able to hire them. 1. After that, Engineer Tagorda must choose 2esidential egment as a target market. 3. Then, he will order to make advertisement to different mass media around the town, nearby towns and provinces considering their target market. The advertisement includes availability for franchising and open for dealers.
4. Buyers and costumers will in(uire to them, then, he will sell to several dealers and franchisers around the towns and provinces. VII.
•
•
•
%eferences +edina, 2. Engineering +anagement. +anila' 2e! Bookstore, -555. • http'66www.yourarticlelibrary.com6marketing6-17important7functions7of7 • marketing6-8946 $2etrieved ctober -:,18-:% https'66www.nibusinessinfo.co.uk6content6advantages7and7disadvantages7 • franchising