Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
CHAPTER I
INTRODUCTION
Background of the Study
In cities of developed nations, a good transportation mix usually exists –
the presence of private motor vehicles and public transportation system such as
buses in different sizes as well as choices in trains and monorails. On the other
hand, especially with that of public transportation, the opposite seems to be
happening in most cities of developing countries, particularly in Southeast Asia.
The lack of common or traditional forms of a public transport network and
infrastructure such as mass public transportation is usually substituted with other
innovative modes of public transportation. The case of the Philippines in
Southeast Asia is not an exception. Aside from the usual buses and taxis, it is a
country where all modes of imaginable means of motorized public transport seem
to ply the roads as exemplified by the presence of jeepneys, multicabs,
megataxis, tricycles and “habal-habal”. The latter two, is another innovation out
of the motorcycle in the late fifties and nineties, respectively. Interestingly, this
mode
has
been,
since
then,
part
of
the
Philippine’s
urban
landscape(Guillen&Ishida, 2004).
A motorcycle is defined as a two- and three-wheeled motor vehicle
powered by an internal combustion engine and is rated by the cubic inch
displacement of its engine. In the Philippines, motorcycles are mainly appended
with sidecars and used for public transport (tricycles), particularly in the rural
1
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
areas .This constitutes about 80-85 percent of the demand for motorcycles. In
early 1990’s, an additional market was provided by food establishments, which
use such types of vehicles for their food delivery services. In recent years, the
market of motorcycles purchased for personal use raised especially those in the
provinces; still find using two-wheeled motorized vehicles more convenient than
large vehicles (V. Pineda, 2009).
The global motorcycle market is expected to grow and will remain stable in
the coming years. Consumer’s preferences to adopt electric and hybrid vehicles
were anticipated to act as a prominent driver for the global motorcycle market.
Persistence Market Research (PMR) study on global industry analysis on
motorcycle (2012-2016) and forecast (2017-2025) found out that the global
motorcycle market is expected to witness a compound annual growth rate
(CAGR) of 4.6% over the course of the forecast period. In Southeast Asia,
Philippines is the hottest motorcycle market in year 2016 as reported by
Motorcycle Development Program Participants Association (MDPPA), an
organization formed by Honda, Yamaha, Suzuki, Kawasaki and KYMCO. This is
likely to continue(R. Pablo, 2017).
With the fast growing industry, marketing remains an effective strategy for
organizations to gain competitive advantage. Marketing is all about satisfying
customer needs. For a motorcycle business, this means satisfying the needs of a
unique, niche market segment. Motorcycle enthusiasts are to select group of
consumers and your marketing messages need: to promote your motorcycle
2
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
business in a way that resonates with your customers. Know your customers and
their demographic information so you can figure out what will work for your
business (S. Christ, 2017).
According to Clint Lawrence, the founder of Motor Cycle Shippers,
millennial is the most aggressive market of the motorcycle industry today. A welldefined marketing strategy must be made for them to notice the motorcycle
products. Some key points emphasized when marketing to millennial includes
stressing the inherent ease of use, highlighting key features in tandem with their
benefits to stress real value; emphasizing the ongoing cost-savings; the
minimalist design; appealing to their desire for living the cool and potentially ecofriendlier lifestyle rather than focusing on performance alone; creating trust
before and after buying the products and establishing your presence online
(motorcycle.shippers.com).
SKYGO Marketing Corporation is the company who wants to empower
Filipinos with the mobility they need to become productive and be able to
contribute towards nation building by providing them with affordable world-class
motorcycles. The Cebu-based motorcycle brand registered in Securities on
Exchange Commission on June 2003 and established their Koronadal Branch at
Citra Mina Bldg., Gensan Drive on May 2008. This branch is one of the twentythree motorcycle dealers that actively operate in Koronadal City. The SMC
branch was compose of two supervisors vested the power to plan, manage,
3
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
direct and control their office area including the formulation of marketing
strategies for the benefit of the company.
This research paper intends to recommend appropriate marketing
strategies in line with the data gathered throughout the research period. This
paper will help the SMC Koronadal branch identify the brand awareness and
factors affecting customer’s choices in buying the product. In the Philippines,
consumers are hesitant to purchase products from China because of the belief
that products from the country are substandard (SUNSTAR 2016 issue). This
creates a challenge to SKYGO to gain trust from the customer. They have to be
different from other China brands and they have to erase the notion that all China
brands do nothing for their customers. SKYGO must formulate an aggressive
campaign to promote affordability and practicability in the Philippine market.
Rationale of the Study
Skygo Marketing Corporation(SMC) is one of the companies that believe
in the potentials of motorcycle industry – they saw a big opportunity in this trade.
With this, they put up branches in different parts of the country including
Koronadal City. However, the competition is rigid in both global and local
markets. In Koronadal city, Japanese brands such as Honda, Kawasaki, Suzuki,
Yamaha and Taiwanese brand Kymco actively marketed their products. Chinese
brands are also gaining reputation among motorcycle users. From the five
pioneer businesses in the place, participation has increased to 23 businesses,
including Chinese, Taiwanese, Thai, Malaysian and Indian brands. Still,
4
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Japanese brands, which have a huge investment, continue to hold the dominant
market position with 80% of market share.
The Skygo Marketing Corporation-Koronadal is now facing a big challenge
to be competitive and to be able to remain in the industry. This challenge creates
an opportunity for the researcher to conduct a corporate analysis and create
marketing
strategies
in
order
to
help
Skygo
Marketing
Corporation-
Koronadalincrease the number of customers as well as business level strategies
to sustain a competitive advantage even in times of crisis and tough situations
faced by the organization.
Objectives of the Study
The study aimed to identify the current strategies of Skygo Marketing
Corporation and will recommend strategies for improvement/development of the
organization in Koronadal City, South Cotabato. Specifically, it aimed to:
1. Describe the profile of Skygo Marketing Corporation-Koronadal.
2. Present the major players in the industry in the following aspects:
a. Organizational
b. Operational
c. Marketing
d. Financial
3. Present the internal analysis of Skygo Marketing Corporation- Koronadal
in the following aspects:
a. Organizational
5
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
b. Operational
c. Marketing
d. Financial
4. Developed and recommend strategies for Skygo Marketing CorporationKoronadal in the following aspects:
a. Organizational
b. Operational
c. Marketing
d. Financial
Scope and Limitations
The study centered on the marketing aspects of Skygo Marketing
Corporation- Koronadal Branch only. Strategies developed and recommended
aimed to examine the business’s organizational, operational, marketing and
financial aspects.This concentration of study ensures easy access to information
given the time constraint. Due to the business secrets and the sensitive nature of
some information especially concerning clients, some respondents were reluctant
to give the information required. This could affect the validity of the findings.
Research Methodology
This section presents the locale of the study respondents of the study,
sample size, research instrumentsanddata gathering procedure.
6
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Respondents of the Study
There are two hundred (200) external and eighteen (18) internal
respondents who participated in the survey. The 200 external respondents
were
the
current
and
potential
customersof
Skygo
Marketing
Corporation.They were selected based on the proponent’s judgment using the
convenience sampling method while the 18 internal respondents are the
census of personnel of Skygo Marketing Corporation. The internal and
external respondents were given a separate survey questionnaires in line with
the information’s needed in the study.
Sample Size
The proponent used convenience sampling in identifying the 200
external respondents. This method is done based on the proponent’s
judgmentto select people in a relatively fast and inexpensive way. The risks in
applying this method will be compensated by properly selecting interested
respondents. On the other hand, census or survey of total population was
used to internal respondents since Skygo Marketing Corporation-Koronadal is
composed of 18 employees only.
Research Instruments
The studyused survey questionnaires and personal interview.The
questionnaires given to both internal and external respondents contained
checklists of questions with responses assigned with weights based on their
level of agreement. Internal survey questionnaires were designed to assess
7
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
employee’s orientation on internal aspects of the organization. The questions
include personal information, the length of stay in the business as employee,
the availability of marketing seminars and its sustainability and level of
satisfaction with regard to organization’s environment. The questionnaire also
provided an open ended question to gather employee’s insights about the
company.
On the other hand, the external survey questionnaires were
designed to assess the preferences of the current and potential markets of
Skygo
Marketing
Corporation.
The
questions
intended
to
ask
the
demographic profile of the respondents, their level of income, their brand
awareness, buying preferences and customer’s satisfaction scale. The
questionnaire also provides a space for comment and suggestion of
customers regarding the products and service of the company. The proponent
also conducted a one-on-one interview with the store supervisor with the use
of interview guide questions to be acquainted on the company backgrounds,
culture, operation and organizational aspects. The interview wasan
unstructured interview. It is a less formal type in which although sets of
questions were used, the interviewer freely modified the sequence of
questions, changed the wording and sometimes explained or added
suggestions.
Data Gathering Procedure
The study used both primary and secondary data. Primary data
include information gathered from company manuals, personal interviews and
8
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
survey questionnaires. The proponent sent a proposal letter addressed to the
store and field supervisor and conducted a one-on-one interview using an
interview guide questions during their normal business operations. Internal
survey questionnaires were given to employees during their 3:00 pm break
time to avoid disturbance of their daily tasks. The proponent assisted them
and ensured the relevance of information they provided. External survey
questionnaires wereaccomplished by Skygo users and potential customers –
both with and without existing motorcycle. It was given to selected vulcanizing
shops and other places within Koronadal City. Secondary data wereobtained
through online research, government agencies and libraries.
Significance of the Study
This study is significant to the management ofSkygo Marketing
Corporation in order to evaluatethe effectiveness of their current strategiesto take
advantage of the growing industry of motorcycle vehicle. The data gathered in
this study may be used as reference in formulating applicable strategies for the
organization. The outcome of the study could also provide valuable
recommendations to address the organization’s issues in maintaining good
customer relationship.
The study will also benefit the following users:
Other existing motorcycle companies may gather selected information in
this study that could provide facts needed in their company.
9
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Potential investors may gather additional knowledge essential in starting a
motorcycle business.
Other researcherswith similar study may be encouraged in pursuing their
research and helping them to collect additional information to support their study.
Studentscan use this study for academic and classroom discussion
purposes.
Other interested persons may be made aware of the ideas presented in
this study.
Definition of Terms
Motorcycle is defined as a two and three-wheeled motor vehicle powered
by an internal combustion engine and is rated by the cubic inch displacement of
its engine.
Motorcycle Industry isdefined as the sectors engaged in manufacturing,
distribution and retail, servicing and maintenance, sports and leisure and other
support services of motorcycle products.
Marketing Strategy is an organization’s strategy that combines all of its
marketing goals into one comprehensive plan.
10
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Chapter II
THE INDUSTRY
Description of the Industry
The global motorcycle market is expected to grow and to remain stable in
the coming years. Consumer’s preferences to adopt electric and hybrid vehicles
were anticipated to act as a prominent driver for the global motorcycle market.
The trend of racing motorcycles with air cooled engines is likely to strengthen in
the years ahead with demand from consumers increasing at a rapid step.
In Southeast Asia, Philippines is the hottest motorcycle market in the year
2016 as reported by Motorcycle Development Program Participants Association
(MDPPA), an organization formed by Honda, Yamaha, Suzuki, Kawasaki and
KYMCO.The organization sees sales expanding to 2.5 million units in the next
five years, due to the need for increased mobility and the availability of more
affordable financing in the country, as well as the worsening traffic situation in the
metro areas
The Land Transportation Office of the Philipines reported an aggregate of
5, 329, 770 records of issued licenses and permits both new and renewal on
motorcycles with side car, without side car and nonconventional in all regions in
2016. The LTO however believed that the motorcycle market in the Philippines is
not saturated. With the promising growth of motorcycle market globally as well as
in the local market, manufacturers to retailers are expected to perform even
11
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
better. Competition is also fast increasing and there is no way for the industry
players to be lax in their actions.
Services/Goods
Motorcycle, often called a bike, motorbike, or cycle is a two or three-wheeled
motor vehicle. It is designed to suit a range of different purposes such as long
distance travel, commuting, cruising and sports.
Industry Players
The industry players of motorcycle industry in Koronadal City include sole
proprietorship,
partnerships
and
corporations.Land
Transportation
office
categorized motorcycle businesses as manufacturer, assembler, importers,
rebuilders, dealers and other entities (MAIRDOE).In Koronadal City, only the
three are present – manufacturer, assemblers, dealers and rebuilders.
Manufacturer is a type of business that makes motorcycle units through a
process involving raw materials, components usually on a large scale with
different operations divided among different workers. Assembler is a category
which buys parts of other entity and assembles them to come up with a
motorcycle product. While dealers are those firms that buy goods for wholesale
and/or retail reselling, rebuilders on the other hand are those entities that
purchased/ trade-ins product, perform reconditioning and offer it to the public.The
following figure summarizes the types of motorcycle businesses in the area:
12
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Motorcycle Industry Players
Dealers
Assemblers
Manufacturer
Rebuilders
4%
26%
48%
22%
Figure 1.Motorcycle Industry Players in Koronadal City
Figure 1 indicates that dealers constitute 48% of the total industry players,
followed by manufacturers and assemblers with 26% and 22% respectively. The
4% rebuilders are composed of pawnshops that sell second hand motorcycle
through auctions sales.
Actual and Potential Markets
Actual and potential motorcycle markets today includestudents that are 18
years old and above, professionals, tricycle drivers and businesses. Students
and professionals use motorcycle products mainly for personal service. Racers
use these products to satisfy their hobbies and driving skills; tricycle drivers used
these products as public utility vehicle that generates income while businesses
used motorcycles for delivery of their products, collections and various business
activities. At present, males are the current market of motorcycle businesses.
13
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Therefore, the potential markets of motorcycle are women of different
occupations.
Market Characteristics
Market Size
The population development of KoronadalCity as well as related
information and services were as follows:
Тысячи
No. of Population
Koronadal City Population Census
200
150
100
50
0
Jan. 5, 1990
Jan. 5, 2000
Jan. 5, 2010
Jan. 5, 2015
Sources: National Statistics Office of the Philippines (web),
National Statistical Coordination Board (web)
Figure 2.Koronadal City Population Census (1990-2015)
Figure 2 indicates Koronadal City’s population from year 1990 with
108,708; year 2000 with 133,786; year 2010 with 158,273 and year 2015 with
174,942 persons. There is a year to year increase of 23.07%, 18,30% and
10.53% respectively; which is a sign of a growing potential market.
14
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Further Population Figures:
Gender
49.5%
Males
50.5%
Females
Figure 3.Gender Statistics of Koronadal City.
Figure 3 indicates the gender statistics of Koronadal City in which 49.50%
of it were female while 50.40% were male or anequivalent of 88,303 and 86,639
respectively. The data can be used to identify the free market in terms of gender
knowing that common majority of motorcycle users were male individuals.
Age Distribution
40 000
35 000
30 000
25 000
20 000
15 000
10 000
5 000
0
0-9 yo
10-19 yo 20-29 yo 30-39 yo 40-49 yo 50-59 yo 60-69 yo 70-79 yo
Age
Figure 4.Age Distribution Statistics in Koronadal City.
15
80 &
above
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Figure 4 indicates the age distribution among Koronadaleños. Ages 0-9
were 36,691; ages 10-19 were 33,885; ages 20-29 were 32,023; ages 30-39
were 25,286; ages 40-49 were 19,780; ages 50-59 were 14,443; ages 60-69
were 8,107 ages 70-79 were 3,416 and ages 80 and above were 1,311. This
information will be used to estimate the potential market of motorcycle industry in
terms of ages. In the Philippines, driving without license is strictly prohibited and
such licenses were granted only to 18 years old and above. More likely, the
market of motorcycle will fall into 20 years old and above category for these
segments have the capacity to buy the product.
Actual Demand
As of 2016, there are 65, 835 new licenses issued by Land Transportation
Office XII. The issuances were broken down as follows:
Table 1. The Actual Motorcycle Market Industry in Koronadal City
Motorcycle
With Sidecar
New
60,235
Without sidecar
New
5,533
Non-conventional
New
67
Source: Land Transportation Office – 2016Statistics Section
The table shows the actual demand of motorcycle industry for a total of
65,835 units. The table indicated that the largest demand was the motorcycle
with sidecar with 91.50% of the actual demand as of 2016.
Market Share
The estimated sales volume of the motorcycle dealers in Koronadal City
follows:
16
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 2. Monthly Sales Volume of Koronadal Motorcycle Industry Players
Business Name
Monthly Sales Volume
Rank
Muti& Honda Socsargen
150 - 230 units
1
Skygo
150 - 200 units
2
Trumph
60-80 units
3
Motortrade
30-50 units
4
Desmark
20 - 30 units
5
Yamaha 3s Shop Marbel
20-30 units
6
Others
0 - 100 units
7
Out of 23 motorcycle dealers in Koronadal, 6 major players were
identified. These 6 businesses gave their monthly ranges of sales volume. Total
demand was estimated to be 600 to 820 per month on the average in which 150200 units were captured by Skygo.
Market Share
4%
Desmark
16%
7%
Motortrade
4%
Muti & Honda Socsargen
11%
Skygo
30%
Trumph
Yamaha 3s Shop Marbel
28%
Others
Figure 5.Market Share.
The market share based on sale volume indicated that the industry leader
was Muti and Honda Socsargen with 30% share followed by Skygo with 28%
andother businesses, Trumph, Motortrade, Desmark, Yamaha 3s and other
businesses for 16%, 11%, 7%, 4% and 4% respectively.
17
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Market Industry Capacity
Actual Players
The demand for motorcycle vehicle increases year after year. As a result,
the entry of motorcycle dealers also increases. Honda, Kawasaki, Yamaha, and
Kymco were identified to be the major brands patronized in Koronadal City. In
Koronadal City, there are twenty-three actual motorcycle dealers that actively
operate, namely: Yamaha 3s Shop Marbel, Honda Socsargen Incorporated,
Motortrade, MUTI 3s, DHCI Cyclehaus (Suzuki), EMCOR Marbel, Marbel
Universal Trading Inc. (MUTI ), Kawasaki Service Center Koronadal, RCL Direct
Marketing, Motorworld, Motorace Philippines Inc., Motor Kee Trading, Marbel E.L
Enterprise, Desmark, Transcycle Mart, Kymco, Suzuki Motorcycle-Melec, Ropali
Corporation, LYR-Yamaha Service Center, HBU Cycle World, Inc., Crown City
Customs, Rusco Motors and Skygo Marketing Corp.
Table3. Supply Capacity
Monthly Sales
Business Name
Muti& Honda Socsargen
Skygo
Trumph
Motortrade
Desmark
Yamaha 3s Shop Marbel
Others
Total
Annual Sales
Volume
Midpoint
Volume
150 - 230 units
150 - 200 units
60-80 units
30-50 units
20 - 30 units
20-30 units
0 - 100 units
190
175
70
40
25
25
50
2280
2100
840
480
300
300
2,400
7,500
Thetable indicates that the estimated supply capacity of motorcycle
dealers in Koronadal City was around 7,500 units.
18
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Distribution System
The distribution process of motorcycle business in Koronadal City includes
the following:
Table 4. Distribution System of Motorcycle Industry
Manufacturer
Wholesaler
Dealer
End-user
Manufacturer
Assembler
Dealer
End-user
Manufacturer
Dealer
End-user
Manufacturer
Assembler
End-user
Table 4 indicates that there are 4 distribution system identified in
motorcycle industry in Koronadal City. The most common is the dealership
system in which the products were obtained from the manufacturer and will be
made available to the end-user through dealers.
Major Players of the Industry
The major players of the industry were identified to be Motortrade, MUTI &
Honda Soc., Skygo, Trumph and Yamaha 3s Shop.
MUTI Group of Companies
Marbel Universal Trading.Inc. develop and supports motorcycles, real
estate, and financing business in Mindanao since 1989.
19
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Company Logo:
Figure 6. MUTI Group of Companies Logo
Mission:
To provide quality products and services, conduct business fairly and
responsibly, develop a highly-motivated and socially-responsible team, thus
making life better to all stakeholders for God’s glory.
Products:

Motorcycles: Yamaha, Honda, Kawasaki, Suzuki

Computer Technologies

Real Estate

Installment Plans
Operational/Technical Aspects

Business hour: Opens from Monday to Saturday at 8:00 am to 5:00 pm

Number of employees: 80 – 100 persons

Services Offered: Repair, Tune-up, change oil
20
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Mode of payment: Cash and credit

Equipment’s and Machineries: Computers with customized OS, Delivery
Equipment, Generators, Repair equipment

Employee Benefits: SSS, HDMF, Philhealth, Performance bonus, yearend bonus, sales commission,
Marketing Aspects
Table 5. MUTI Group of Companies Pricing Scheme
Nature
Installment Down Payment
Cash Price
Lowest
P 3,000.00
P 45,000.00
Highest
P10,000.00
P 150,000.00
Advertising and Promotional Campaign:

Radio Advertising

Anniversary sale and Holiday Discounts

Trade Fairs

Social Media Presence

Premiums

Rebates
Motortrade Nationwide Corporation
Organizational Aspect
Motortrade Nationwide Corporation is a multi-brand motorcycle dealer that
started operations in the late 1960’s.
21
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Company Logo:
Figure 7.Motortrade Nationwide Corporation Logo
Vision:
Be the first choice.
Mission:
To uplift life and living by bridging capital and needs.
Products:

Motorcycle units (Yamaha, Honda, Kawasaki, Suzuki)

Motorcycle parts
Operational/ Technical Aspect

Business hour: Opens from Monday to Saturday at 8:00 am to 5:00 pm

Number of employees: 10-15 persons

Services Offered: Repair, Tune-up, change oil

Mode of payment: Cash and credit

Equipment’s and Machineries: Computers, Delivery Equipment, Repair
equipment
22
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Employee Benefits: SSS, HDMF, Philhealth, year-end bonus, sales
commission
Marketing Aspect
Table 6.Motortrade Nationwide CorporationPricing Scheme:
Nature
Installment Down Payment
Cash Price
Lowest
P3,000.00
P50,000.00
Highest
P10,000.00
P150,000.00
Advertising and Promotional Campaign:

Social media presence

Websites

Premiums and Rebates

Anniversary promo

Corporate Social Responsibility
Trumph Motorcycle Corporation
Organizational Aspect
Trumph Motorcycle Corporation is one of the companies belonging to the
Renewable Energy System (RES) Group of Companies – a company that
provides
innovative
technical
solutions
to
high-value
scientific
and
engineering problems for leading companies around the world in energy and
chemicals, automotive and fuels,, and pharmaceuticals.. At present, Trumph
Motorcycle Corporation is carrying four Japanese products.
23
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Company Logo:
Figure8.Trumph Motorcycle Corporation Logo
Mission:
To be known to the SOCIETY as a company that provides equal
opportunity and employment to the people in the areas where we operate in; lawabiding organization; dedicated to perform its social responsibility; and provide a
healthy competition to competitors.
Products:

Motorcycle (Honda, Yamaha, Suzuki, Kawasaki)

Motorcycle parts
Operations/Technical Aspects

Business hour: Opens from Monday to Saturday at 8:00 am to 5:00 pm

Number of employees: 20-30 persons

Services Offered: Repair, Tune-up, change oil

Mode of payment: Cash and credit

Equipment’s and Machineries: Computers, Delivery Equipment, Repair
equipment
24
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Employee Benefits: SSS, HDMF, Philhealth, Dental, Educational
support, miscellaneous allowance
Marketing Aspects
Table7.Trumph Motorcycle Corporation
Nature
Installment Down Payment
Cash Price
Lowest
P3,500.00
P35,000.00
Highest
P8,800.00
P98,000.00
Advertising and Promotional Campaign:

Social media presence

Websites

Rebates

Anniversary promo
Yamaha 3s Shop Marbel
Organizational Aspects
Yamaha 3s Shop is under DES Strong Motors, Inc. that offers different
models of Yamaha Motorcycles, Yamaha Genuine Spare Parts/Accessories, and
Shop services.
Company Logo:
Figure 9.Yamaha 3s Shop Logo
25
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Products:

Yamaha motorcycles

Yamaha Genuine Spare Parts/Accessories

Shop services
Operational/ Technical Aspects

Business hour: Opens from Monday to Saturday at 8:00 am to 5:00 pm

Number of employees: 20-30 persons

Services Offered: Repair, Tune-up, change oil

Mode of payment: Cash and credit

Equipment’s and Machineries: Computers, Delivery Equipment, Repair
equipment

Employee Benefits: SSS, HDMF, Philhealth, Sales Comissions, Yearend and performance bonuses.
Marketing Aspects
Table 8. Yamaha 3s Shop Pricing Scheme
Nature
Installment Down Payment
Cash Price
Lowest
P3,500.00
P39,400.00
Highest
P58,300.00
P250,500.00
Advertising and Promotional Campaign:

Social media presence

Websites

Rebates

Anniversary promo
26
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Desmark Corporation
Desmark Corporation is a dealer of Honda Products.
Company Logo
Figure 10.Deskmark Corporation Logo
Products:

Motorcycles (Honda)

Motorcycle parts
Desmark Company
Business hour: Opens from Monday to Saturday at 8:00 am to 5:00 pm
Number of employees: 5-10 persons
Services Offered: Repair, Tune-up, change oil
Table 9.Deskmark Corporation Pricing Scheme:
Nature
Installment Down Payment
Cash Price
Lowest
P4,900.00
P42,200.00
Highest
P60,000.00
P297,110.00
Advertising and Promotional Campaign:

Social media presence
27
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Websites

Rebates

Anniversary promo
Financial Aspects
Table 10. Estimated Annual Revenue of Industry Players in Koronadal City
Estimated
Annual
Sales Average
Estimated Annual
Business
Volume
Price
Revenue
Muti& Honda Socsargen
2,280
172,500.00
393,300,000.00
Skygo
2,100
48,600.00
102,060,000.00
Trumph
840
65,000.00
54,600,000.00
Desmark
300
169,655.00
50,896,500.00
Motortrade
480
100,000.00
48,000,000.00
Yamaha 3s Shop Marbel
300
144,950.00
45,000,000.00
The table indicates that the highest sales among the industry players is
MUTI and Honda Socsargen, followed by SKYGO, Trumph,Desmark,Motortrade,
and Yamaha respectively.
Porter’s Five Forces Analysis
Bargaining Power of the Buyer
Buyers of motorcycle in Koronadal City have the power to make
purchases where they wish to buy since the industry is mature enough. It
is possible for the consumer to switch between motorcycle players taking
advantage of the value added activities on the product, such as discount,
rebates and freebies. The buyers however cannot influence the price in
28
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
motorcycle industry because all of the motorcycle players have their fixed
contract price.
Bargaining Power of the Supplier
Suppliers of the motorcycle dealers in Koronadal have lesser
bargaining power towards the motorcycle dealers because there are many
suppliers of motorcycle units and the dealers can opt to select suppliers
with lesser price at a highest trade discounts.
Rivalry of Existing Competitors
There are 23 rivals in the industry – the strength of competitors is
that they have strong marketing strategies, CSR and offer variety of
products in which SKYGO do not look after. The quality of products of
SKYGO is tested to be reliable. The prices of the competitors were quite
high compared with the SKYGO prices.
Threat of Substitution
It is possible for the customers to substitute the product especially
nowadays that the down payment of four-wheeled vehicles became
affordable. This is a possible threat of the company. Another is the electric
vehicles. These vehicles are more environmental friendly compare with
the motorcycles.
Threat of New Entrants
The possible entry of motorcycle industry is hard because the
industry is already mature. The biggest consideration to look for is the
29
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
capital investment needed to establish motorcycle business. Any person
who is capable enough to finance this kind of business with the ability to
do business could succeed.
Key Factor Analysis
Factors that unique to the industry that favorably contribute to industry
success are as follows:

Effective Marketing Campaign – this factor is very important to build
brand awareness in Koronadal City due to rigid competition among the
industry players. Product prices are almost the same hence, an
effective marketing campaign is necessary in order to persuade the
market.

Effective Location – this factor also forms part of key success factors to
be more visible in the market. Almost all of the players were located in
the main road of Koronadal City.

Strong Supplier Relationship – this factor is also significant to avoid
lost sales. Motorcycle industry nowadays is very fast in innovation. It is
very important that product should be available whenever it is needed.
Government Policies
Business Documents Needed to be Filed Before Starting Motorcycle Business
1. Business Name Registration can be obtained from the Department of Trade
and Industry (DTI). DTI is the government’s hand in overseeing and
facilitation of business and trade names in the Philippines.
30
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
2. The Barangay Clearance under Section 152 of RA 7160 is issued for a
specific purpose -- as a requirement before any business permit or license is
issued by the Mayor's Office. The barangay issuing such clearance is the
place wherein the business or activity is located.
3. LTO Accreditation –
3.1. New Applications
 Duly accomplished application form under oath
 Certified true copy/ies of the following:
a. For Sole Proprietorships, Certificate of Business Name Registration
b. For Corporations/Partnerships

Securities and Exchange Commission Certificate
of
Registration


Articles of Incorporation/Partnership and By-Laws, and
Board Resolution
issued by the Corporate Secretary,
specifying the name of authorized representative who must
be an officer of the corporation/partnership
3.2. Renewal Application

Duly accomplished application form, under oath

Original LTO Certificate of Accreditation

Latest Certified true copy of Mayor’s Permit/s

Duly notarized affidavit attesting to its continuing compliance with
all the requirements
31
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
4. A business permit or Mayor’s Permit is one of the important requirements for
every business or company to operate in the Philippines. LGUs can be cities
or municipalities, and procedures for obtaining a permit may vary depending
on the ordinances the city or municipality will implement.
Mayor’s Permit Requirements and Procedures
a. Requirements for New Mayor’s Permit

Application Form – you need to fill this out correctly

Proof of Business Registration (DTI / SEC / Cooperative
Development Authority (CDA)

Community Tax Certificate

Barangay Business Clearance

Contract of Lease (if Lessee)

Basis for computing taxes, fees and charges (e.g. Business
Capitalization)

Location Sketch of the Business
b. Requirements for Renewal of Mayor’s Permit

Community Tax Certificate

Barangay Business Clearance

Prior Year’s Print out of Mayor’s Permit / T. O. P.

Basis for computing taxes, fees and charges (e.g. Income Tax
Returns / Sworn Statement of Gross Sales)
32
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Chapter III
INTERNAL ANALYSIS
Corporate Profile
SKYGO Marketing Corporation-Koronadal is a Cebu-based motorcycle
brand registered in Securities and Exchange Commission in June 2003. They
assembled all their motorcycle in their plant in Mandaue, Cebu City. They
established their Koronadal Branch at Citra Mina Bldg., Gensan Drive on May
2008. This branch is one of the twenty-three motorcycle dealers that actively
operate in South Cotabato, and with fifty seven branches nationwide. The SMC –
Koronadalwas composed of two supervisors vested with the power to plan,
manage, direct and control their office area including the formulation of marketing
strategies for the benefit of the company. The company wants to empower
Filipinos with the mobility they need to become productive and be able to
contribute towards nation building by providing them with affordable world-class
motorcycles.
Company Logo and Brand Name
Company Logo
Figure 11.Skygo Marketing Corporation Logo
33
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Organizational Aspect
Vision
SKYGO MARKETING CORPORATION shall be the leading China
Motorcycle Brand in the Philippines by 2020.
Mission

To carry high quality yet affordable motorcycle brands backed
up with spare parts and services in order to attain customer
satisfaction.

To build a profitable and sustainable distribution network
through the development of its people, partners and processes.

To contribute to the economic development and upliftment of
the quality of life of different communities in the Philippines
where it operates.
Core values
Skygo Creed
I am the member of Skygo Family
I believe in the company, in my peers and in my self
I believe in Integrity
That doing the right thing is unconditional
That my values will not be compromised
That my humanity will not be shame
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Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
I believe in Excellence
That anything less than 100% is unacceptable
That my work reflects the kind of person that
I am that it is not what I say, but what I do
That defines me that I should be the model of
Excellence everywhere I go, every day of my life
I believe that lost time is never found; again that there is no better
Place than here and there and that there is no better time than now
I believe in my team and I will not allow myself to be a burden to the
Team because my failure is my team’s failure. But my success is the
Success of all
We are members of Skygo Family
Integrity is our treasure
Excellence is our drive
We all stand together; for Success is our destiny
And God is our guide.
35
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Organizational Culture
In Skygo Marketing Corporation, employees were working for eight hours
a day, possibly extended when needed. The day to day operation was overseen
by supervisors of store and field.
Towards employees
Employees find every day of duty as challenging since there are
always new experiences. The managers give every employee the
opportunity to grow and to prove themselves. They also practice internal
recruitment where a current employee might be reassigned to the new
position by giving him/her either a promotion or an internal transfer. For
lower level position vacancy, they encourage referrals of the existing
employees for them to easily check the backgrounds of applicants.They
also give rewards to those who showed exemplary effort and punish those
rule breakers. The employees were given benefits such as performance
bonuses, commissions, profit sharing and Christmas gifts and bonuses.
The company has motivational programs to boost the employee’s
teamwork including team building, anniversary and Christmas party.
However, the company does not provide trainings and seminars for their
employees except for supervisors. As a whole, the organization has a
friendly environment.
36
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Towards customers
Skygo
Marketing
Corporations
practices
good
consumer
relationship management. They properly investigate their customer
especially on credit purchases and maintain good relationship for them to
be motivated and to encourage an updated payment. They also properly
explain their product capacity and attributes to avoid miscommunications
especially on cash purchases to inspire repeat buyers.
Towards government
Often, the business encounter’s delay in releasing the official
receipt and Certificate of Registration to their customers commonly
resulted to complain and arguments. However, this is beyond the control
of the company for they cannot dictate the schedule of release of these
documents for it rests on the Land Transportation Office’s prerogative.
The best thing they could do is to explain ahead to the customers the
situation and to warn them not to use the unit of highways and other
places visible to government authorities until the OR CR is received to
avoid charges and penalties.
Towards community
Corporate social responsibility nowadays becomes a trend to many
businesses nowadays. It means doing business while doing good. For
Skygo, they do not yet engage in external CSR activities. They focused on
internal as of now, but they are looking forward to be engaged in such
37
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
activities in the future. What they can do now is to follow local ordinances
for environment such as no plastic bags allowed and proper waste
disposal.
Organizational Chart
Operation Manager
Area Manager
Store Supervisor
Field Supervisor
Branch Cashier
Collectors
Asst. Cashier
Salesman
Mechanic
Figure 12. Organizational Structure of SMC
The Organizational structure of Skygo Marketing Corporations is a
Functional Type; employees are grouped hierarchically, managed through clear
lines of authority and report ultimately to one top person. However, this structure
has limitations including poor communications and lack of understanding across
38
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
functional units. They are more focused on their own goals and may neglect the
overall company objectives and prohibits flexibility.
Distribution
The distribution system of the business starts from the supplier to
assembler (Skygo- Cebu main office) to Skygo-Koronadal to end-user. Products
were available only in the store of the business only for the customer who wishes
to buy motorcycle or parts. The company is not responsible for the freight
charges; it is barely shouldered by the customer.
Operational and Technical Aspects
The company operated from 8:00 am to 5:00 pm from Mondays to
Saturdays. The store closes on regular holidays like New Year’s Day, Maundy
Thursday, Good Friday, Labor Day, and Christmas Day and opens on special
non-working holidays.
Inventory
Skygo Marketing Corporation-Koronadal offers China-made products only.
The motorcycle units were delivered from main office in Cebu City at the latter’s
option. However, motorcycle parts will be delivered upon request of the branch.
This inventory system prohibits the Skygo-Koronadal to maintain the breadth and
depth of their product assortment for they are not aware of the units that will be
delivered to them. A problem could arise if a customer requests for an
unavailable unit since the company can only offer what was displayed in the
store.
39
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Sales
Skygo-Koronadal located at Gensandrive, Koronadal city possesses an
accessible place to transact with customers. The company caters to both cash
and credit sales. In the case of cash sales, the unit will be delivered after the
payment and the proof of ownership will be available after three months. In the
case of installment sales, the process will start upon the application of the
customer, followed by credit investigation, then release of unit, collections per
month and the issuance of ownership papers once the credit is settled.
Marketing Aspect
The company has not yet established a strong marketing campaign as of
this moment. Aside from signage placed on their store, they promote their
products through rebates and premium. Premium is the monetary deduction
against the monthly payment that can be availed only if the customer paid within
the specified date. Premiums include basic necessities of motorcycle such as
helmet, jacket, gloves and oil. They also include insurances on every unit offered
to compensate for risks brought by using the product, but are thinking of
removing such insurance to lessen the price of the products due to increasing
insurance costs. The company does not participate in trade fairs and exhibits;
they do not have radio or printed ads and do not take advantage of the online
advertisement. However, they have relatively low cash prices and installment
plans. Their pricing strategy is a competitive advantage for them towards their
competitors but setting price low also means low profit margin.
40
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 11.Skygo Marketing Corp. pricing scheme
Nature
Installment Down Payment
Cash Price
Lowest
P3,000.00
P32,500.00
Highest
P5,500.00
P64,700.00
Financial Aspect
Finances have never been a problem in SMC. Supervisors may request to
the main office whenever funds are needed. They could request for funds if a
new suitable location is discovered. The company does not have a bank loan to
avoid finance costs. Installment sales were regularly collected and there is a
minimal write-off of these receivables. The low profit margin of the company was
compensated with large sales volume made by the company. The researcher
tried to ask for financial statement of the company. The business agreed to
provide the FS however refused to approve to publish the actual amounts due to
confidentiality, and instead provided their common-sized financial statement only.
The following are the common-sized financial statements of Skygo Marketing
CorporationKoronadal Branch:
41
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Skygo Marketing Corporation-Koronadal Branch
Common-sized Income Statement
For the Years Ended Dec. 31, 2017 and 2018
Sales
Cost of Sales
Gross Profit on Sales
Realized Income on Installment Sales
Other Income
Gross Margin
2017
100.00%
80.58%
19.42%
0.24%
0.92%
20.58%
2016
100.00%
80.60%
19.40%
0.66%
0.83%
20.90%
% Change
43.53%
43.50%
43.69%
-48.43%
58.66%
41.37%
Operating Expenses
Compensation and Benefits
Rental
Commission
Bad Debts
Taxes and Licenses
Sales Promotion
Depreciation and Amortization
Communication
Supplies
Light and Water
Insurance
Transportation and Travel
Gasoline and Oil
Other Expenses
Total Expenses
Net Income from Operations
4.68%
1.99%
1.82%
1.16%
0.64%
0.58%
0.51%
0.44%
0.08%
0.06%
0.05%
0.05%
0.05%
0.97%
13.06%
7.52%
5.00%
2.40%
0.75%
1.91%
0.67%
0.46%
0.47%
0.56%
0.17%
0.19%
0.08%
0.04%
0.04%
0.92%
13.66%
7.23%
34.21%
18.78%
248.93%
-13.08%
36.65%
81.32%
57.32%
13.28%
-31.40%
-51.16%
-17.98%
64.88%
69.44%
50.48%
37.25%
49.14%
Common-sized Income Statement presents each item as percentage of
total sales. The percentage change used to compare the percentage change
from year 2016 to 2017 (eg. Y2-Y1/Y1).The income statement of Skygo
Marketing Corporation indicated that the company’s net income before tax is
7.23% and 7.52% respectively for the years 2016 and 2017 respectively which
has an increase of 49.14% from the prior year.
42
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Skygo Marketing Corporation-Koronadal Branch
Common-sized Balance Sheet
As of The Years Dec. 31, 2017 and 2016
2017
2016
% Change
ASSETS
Current Assets
Cash
Receivables –net
Inventories
Other current assets
Total Current Assets
11.70%
75.26%
11.40%
0.03%
98.40%
6.87%
73.72%
17.68%
0.05%
98.31%
139.22%
43.29%
-9.47%
-5.39%
40.48%
Noncurrent Assets
Property and Equipment-net
Recoverable deposits
Total Non-current Assets
Total Assets
1.23%
0.38%
1.60%
100.00%
1.24%
0.44%
1.69%
100.00%
38.68%
18.67%
33.41%
40.36%
Current Liabilities
Accounts payable and accrued expenses
0.07%
0.07%
55.64%
Noncurrent Liabilities
Accrued rent payable
Total Liabilities
0.09%
0.16%
0.14%
0.20%
-9.45%
12.05%
Equity
Home Office
Total Liabilities and Equity
99.84%
100.00%
99.80%
100.00%
40.42%
40.36%
LIABILITIES AND EQUITY
Common-sized Balance Sheet presents each item as percentage of total
assets or total liability and equity. The percentage change is used to compare the
percentage change from year 2016 to 2017 (eg. Y2-Y1/Y1).Common-sized
balance sheet of Skygo Marketing Corporation indicated that the financial
43
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
position is in a conservative strategy. They have lower non-current assets and
non-current liabilities. The items were also increasing which indicated a good
financial position of the company.
SWOT Analysis
SWOT analysis is a useful technique for understanding the company’s
strength and weaknesses, and both the opportunities open to the company and
threat that the company faces. SWOT is powerful that, with a little thought, it can
help the company to uncover opportunities that companies are well-placed to
exploit. And by understanding the weaknesses of the business, one can manage
and eliminate threats that would otherwise catch awareness.
Table 12. SWOT Analysis of Skygo Marketing Corporation-Koronadal
STRENGTHS
WEAKNESSES
S1. Accessible location.
W1. Offered china made products.
S2. Lower down payment options and installment plan.
W2. Lack of marketing strategies.
S3. Competitive employee incentives & benefits package.
W3. Weak employee trainings and seminars.
S4. Strong employee teamwork.
W4. Offers single brand product.
S5. Ability to develop additional stores.
W5. Low Profit Margin
OPPORTUNITIES
THREATS
O1. Increase numbers of graduates in business programs.
T1. Increase of accident & motor napping cases.
O2. Fast-paced economic development of Koronadal City.
T2. Insurance cost is continually increasing.
O3. Complex requirements needed for new entrants.
T3. Rigid competition.
O4. Numerous events held in Koronadal City.
T4. Rival can offer similar products quickly.
O5. Tricycle is the primary mode of transportation in Koronadal.
T5. Delayed registration certificate issuance.
Based on the internal analysis presented, the above SWOT was derived.
The researcher identified five major strengths that include accessible location,
lower down payment options and installment plan compared with the majority of
44
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
competitors, competitive employee incentives and benefits packagefor aside
from their above minimum salaries, they were entitled to a monthly profit sharing
of bonus if they hit the monthly target sales, strong employee teamwork since
they were helping each other to boost their sales and the ability to put up
additional stores if the location pass the qualification to be a new branch.
Weaknesses were also identified. These include offering single-brand
product – the China made products – a product known to have poor quality with
low prices. Others find it cheap to buy these goods. Also, the company lacks
marketing strategy in promoting their products as well as their business. They do
not put an emphasis on conventional marketing campaigns to respond to
competitor’s tactics. Another important weakness identified is the weak employee
trainings and seminars. The researcher believes that this is an important
employee motivation and empowerment. And due to the desire to lower their
product prices, the company sets lower profit margin which forces them to strive
for a larger sale volume.
Opportunities available for the company includes increased numbers of
graduates in business education programs – company can take advantage of this
by hiring fresh graduates with fresh knowledge to incorporate with the company
especially on marketing aspects; the fast-paced economic development of
Koronadal City is a sign that the citizens will be capable of buying motorcycle
units; complex requirements needed for new entrants could prevent the
increasing competition of motorcycle industry in Koronadal City; numerous
45
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
events held in Koronadal City could help the company to showcase their
products through trade fairs and exhibits and the tricycle as primary mode of
transportation of Koronadal City giving them the increase of demand of their
products.
Threats identified in the study include increase of accident and motor
napping accidents cases in Koronadal City. This could draw fears and doubts to
potential consumers to buy motorcycle products. To compensate this, the
company incudes insurance packages on sold products but insurance premiums
of insurance companies nowadays continue to increase. The rigid competition of
motorcycle industry in Koronadal City is a serious threat to every player
especially that this industry is mature enough. Players could initiate and is
responded immediately with other players. They could offer similar products
quickly making the industry more mature and the delayed issuance of certificate
of registration to customers causes dissatisfaction and arguments between the
business and the customer.
TOWS Analysis
The TOWS Matrix is derived from the SWOT Analysis model, which
stands for the internal strengths and weaknesses of an organization and the
external opportunities and threats that the business is confronted with. It aimed at
developing strategy options from an external-internal analysis and is a practical
tool, particularly in the field of business, administration and marketing.
46
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 13. TOWS Analysis of Skygo Marketing Corporation
SO STRATEGIES
WO STRATEGIES
Maximax
Minimax
S2,O5.
Offer
special
discounts
tricycle drivers.
on W1, O2. Establish a campaign that aims to
boost china brands.
S3, O1. Hire competitive graduates for W2, O4. Participate in fair displays in every
marketing team.
S5,O2.
Put
event.
up
additional
stores W5, O5. Attract more tricycle drivers by taking
inKoronadal City.
advantage of price offers.
ST STRATEGIES
WT STRATEGIES
Maximin
Minimin
S1, T3. Improve product display to W4, T4. Differentiate product through addvisually attract customers.
ons.
S1, T3. Set up inducing ads in front of W3,
the store.
T3.
Strengthen
product
awareness
through radio ads.
S2, T2. Collaborate with insurance W5, T3. Highlight in the ads the cheaper price
companies to minimize costs.
compared with competitors.
Based on the SWOT Analysis presented, the following strategies were
developed:
To maximize the company’s strengths with the opportunities, the company
may offer special discounts on tricycle drivers who wish to own motorcycle units
since this is a larger market of motorcycle products. The company may also put
up additional stores withinKoronadal City to stimulate more sales and the
company may hire competitive graduates to establish new marketing team to
focus on marketing campaigns necessary to be competitive in motorcycle
industry.
47
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
To minimize weaknesses in taking advantage of opportunities the
company may establish a campaign that aims to boost China brands and
reinforce the consumer perception that China brands are cheap products;
participate in fair displays in every event to be more visible to the public and
penetrate more tricycle drivers taking advantage of price offers.
To maximize strength to lessen threats, the company may improve
product display to visually attract customers, set up inducing ads in front of the
store and to collaborate with insurance companies to minimize costs. The
company may partner with a trusted inexpensive insurance company and engage
in contractual engagement for a win-win agreement.
To minimize weaknesses to lessen threats,the company may differentiate
products through add-ons such as GPS-installed motorcycle, free grocery
products and side-car ready units for tricycle driver customers; strengthened
product awareness through radio ads such as Brigada News FM and
BomboRadyo – the leading radio stations in Koronadal City and highlighting in
every ad the cheaper price compared with competitors.
Strategic Tools
Internal Factor Evaluation (IFE) Matrix
IFE is a strategic management tool often used for assessment of current
business condition. The EFE matrix is a good tool to visualize and prioritize the
strengths and weaknesses that the business possesses.
48
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 14. IFE Matrix of Skygo Marketing Corporation
Key Internal Factors
Weight
Rating
Weighted Score
S1. Accessible location.
0.2
4
0.8
2. Lower down payment options and installment plan.
0.2
4
0.8
3. Competitive employee incentives and benefits package.
0.04
3
0.12
4. Strong employee teamwork.
0.05
3
0.15
5. Ability to develop additional stores.
Weaknesses
0.06
3
0.18
1. Offered china made products.
0.1
1
0.1
2. Lack of marketing strategies.
0.2
1
0.2
3. Weak employee trainings and seminars.
0.04
2
0.08
4. Offers single brand product.
0.05
2
0.1
5. Low Profit Margin
Total
0.06
2
0.12
Strengths
1
2.65
IFE Matrix showed an overall weighted score of 2.65 which is .15 above
the limit of 2.50. This indicates that the organization has a strong internal position
in terms of location, lower pricing scheme, ability to develop additional stores,
strong employee teamwork and competitive employee incentive and salary
package which means that these strengths are relatively important to business
success. Suggested strategies includes Market Penetration by adding stores
within Koronadal City area, offering special discounts to tricycle drivers and
intensifying marketing campaign and Product Development by putting additional
add-ons of the products offered.
External Factor Evaluation (EFE) Matrix
EFE is a strategic management tool often used for assessment of current
business condition. The EFE matrix is a good tool to visualize and prioritize the
opportunities and threats that the business is facing.
49
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 15. EFE Matrix of Skygo Marketing Corporation-Koronadal Branch
Key External Factors
Weight
Rating
Weighted Score
1. Increase numbers of graduates in business programs.
0.02
1
0.02
2. Fast-pace economic development of Koronadal City.
0.15
3
0.45
3. Complex requirements needed for new entrants.
0.10
1
0.10
4. Numerous events held in Koronadal City.
0.09
1
0.09
5. Tricycle is the primary mode of transportation in Koronadal City. 0.10
3
0.30
Opportunities
Threats
1. Increase numbers of accident and motor napping cases.
0.05
2
0.10
2. Insurance cost is continually increasing.
0.04
1
0.04
3. Rigid competition.
0.20
3
0.60
4. Competitor can offer similar products quickly.
0.15
2
0.30
5. Delayed driver's license issuance.
0.10
2
0.20
Total
1.00
2.20
EFE Matrix showed weighted score of 2.20 which is .30 below than the
average limit of 2.50. This means that the business’s strategies do not capitalize
on opportunities or avoiding threats. The company operated and made decisions
without taking into account the opportunities and threats that may affect their
operations in the future. What they focused on is to make larger sales in their
own accustomed strategies. Suggested strategies includeproduct development,
market penetration and forward integration. Market Penetration strategies can be
done by adding stores within Koronadal City area, offering special discounts to
tricycle drivers and intensifying marketing campaign. Product Development
strategies can be done by putting additional add-ons of the products offered such
as GPS-installed motorcycle, free grocery products and side-car ready units for
50
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
tricycle driver customers and Forward Integration strategies available to
SkygoKoronadal Branch which includes collaboration and partnerships to
insurance companies with lessen insurance costs.
Strategic Position and Action Evaluation (Space Matrix)
SPACE matrix is based on four important elements. The first two elements
are called internal dimensions which are financial strength and competitive
advantage, and the other two are called external dimensions namely
environmental stability and industry strength.
The following are the steps to develop SPACE MATRIX:
1.
A set of variables should be selected to define financial strength,
competitive advantage, environmental
stability, and industry
strengths.
2.
Assign a numerical value ranging from +1(worst) to +6(best) to
each of the variable that comprises the financial stability and
industry strength dimensions. On the other hand, assign a
numerical value ranging from -1(best) to -6(worst) to each of the
variables that consist of environmental stability and competitive
advantage dimensions. It is noted that on the financial stability and
competitive side, comparison is made to competitors whereas on
the environmental stability and industry strength side comparison
is made to other large industries.
51
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
3.
The average of the value assigned to each variable above is
computed by adding the values and dividing by the number of
variable included in the analysis. This average is calculated for
each dimension.
4.
Plot the average values calculated on the appropriate axis.
5.
Add the two values on x-axis (competitive advantage and industry
strength) and plot the resultant value on x-axis.
6.
Add the two values on y-axis (financial strength and environmental
stability) and plot the resultant value on y-axis. An intersection of
the new xy points is to be drawn in the next step.
7.
A directional vector should be drawn from the origin of the SPACE
matrix. This directional vector represents the strategies to be
pursued i.e. aggressive, conservative, defensive, or competitive.
52
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 16.SPACE Matrix of Skygo Marketing Corporation Koronadal Branch
Financial Position (FP)
Ratings
The company's net income increased 49.14% from prior years.
5.00
Installment sales are collected regularly.
4.00
The company uses conservative financing.
2.00
11.00
Industry Position (IP)
The trend of low downpayment options and monthly installment plans.
6.00
Relax implementation of authorities resulted to delay of releasing certificate of registration.
4.00
Complex requirement needed for new entrants.
3.00
Rigid competition of motorcycle industry in Koronadal City
6.00
19.00
Stability Position (SP)
Intense product development strategy among players.
(2.00)
Philippines is experiencing high inflation and political instability.
(5.00)
The price range and marketing campaigns of industry creates competitive pressure.
(1.00)
(8.00)
Competitive Position (CP)
The business has 28% market share and 93% relative market value.
(1.00)
China-made products were viewed as low-quality products.
(2.00)
The business has control over distributions
(3.00)
(6.00)
Conclusion:
SP Average is - 8/3 = - 2.67
IP Average is 19/4 = 4.75
CP Average is - 8/3 = - 2.00
FP Average is 11/3 = 3.67
Directional vector coordinates: x - axis (-2.67) + 4.75 = 2.08
y - axis (-2.00) + 3.67 = 1.67
53
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Conservative
Aggressive
2.0




1.5
Market Penetration
Market Development
Product Development
Related Diversification
-2.0
-1.5
Defensive
 Retrenchment
 Divestiture
 Liquidatio
(2.08,1.67)
 Backward, forward,
horizontal integration
 Market Penetration
 Market Development
 Product Development
 Related Diversification
1.0
-1.0
1.0
-1.0
1.5
2.0
Competitive




-1.5
-2.0
Market Penetration
Market Development
Product Development
Backward, forward, horizontal
integration
Figure 13. SPACE Matrix of Skygo Marketing Corporation Koronadal
Branch
The SPACE Matrix indicated that Skygo Marketing Corporation Koronadal
Branchis a financially strong business that has achieved major competitive
advantages in a growing and stable economy. Accordingly, the company shall
pursue aggressive strategies such as Forward Integration by collaborating and
partnering with insurance companies to lessen insurance costs; Market
Penetration by adding stores within Koronadal City area, offering special
discounts of tricycle drivers and intensifying marketing campaign; Market
Development by offering existing product to new market segment such as female
and businesses and Product Development by putting additional add-ons of the
products offered such as GPS-installed motorcycle, free grocery products and
side-car ready units for tricycle driver customers.
54
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Internal-External Matrix
The Internal-External Matrix is another strategic management tool used to
analyze the working conditions and strategic position of a business. It is based
on an analysis of internal and external business factors which are combined into
one suggestive model.
Strong
3.0 - 4.0
Medium
2.0 2.99
Low
1.0 1.99
Weak
1.0 - 1.99
2.0
3.0
4.0
High
3.0 - 4.0
Average
2.0 - 2.99
1.0
I
II
III
IV
V
VI
VII
VIII
IX
3.0
EFE
2.2
2.0
1.0
IFE
2.6
Figure 14.Internal-External Matrix of Skygo Marketing Corporation.
Internal-External Matrix result falls at the fifth quadrant. This means
thatSkygo should hold and maintain its current position – take advantage of their
accessible location, assessed the long-term effectiveness of low down payment
option and installment plans, motivating and maintaining strong employee
teamwork through competitive incentives and benefits package and evaluating
55
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
possible additional stores. Suggested strategies include Market Penetration and
Product Development. Market Penetration strategies can be done by adding
stores within Koronadal City area, offering special discounts to tricycle drivers
and intensifying marketing campaign; Product Development strategies can be
done by putting additional add-ons of the products offered such as GPS-installed
motorcycle, free grocery products and side-car ready units for tricycle driver
customers.
Grand Strategy Matrix
Grand Strategy Matrix is a comprehensive, long-term plan of essential
actions by which a firm plans to achieve its major objectives. The key factor of
this strategy includes market, product and/or organizational development through
acquisition, divestiture, diversification, joint ventures or strategic alliances.
Rapid Market Growth
Quadrant II
1. Offer existing products to new market.
2. Intensify marketing campaign to improve brand awareness.
3. Put up additional stores in other municipalities of Koronadal.
4. Establish a campaign that aims to boost china brands.
5. Differentiate product through add-ons.
Strong6. Hire competitive graduates for marketing team.
Competitive
Position
Quadrant III
1. Cost cutting of expenses.
2. Lay-off some employees.
Quadrant I
1. Offer special discounts on tricycle drivers.
2. Attract more tricycle drivers by taking advantage of price offers.
3. Strengthened the product awareness through radio ads.
4. Improve product display to visually attract customers.
5. Set up inducing ads in front of the store.
6. Highlights in the ads the cheaper price compared with competitors.
Quadrant IV
1. Participate in fair displays in every event.
2. Collaboration with insurance companies to minimize costs.
Weak
Competitive
Position
Slow Market Growth
Figure 15. Grand Strategy Matrix of Skygo Marketing Corporation
Koronadal Branch
Considering the school's score in IFE being 2.65, the organization is
internally strong, and falls on the second quadrant – the quadrant that represents
56
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
strategies for maintaining strong competitive advantage in a rapid growth
market.Strategies available on the second quadrant include Market Penetration,
Product Development, Horizontal Integration, Divestiture and Liquidation. Market
Penetration strategies can be done by adding stores within Koronadal City area,
offering special discounts to tricycle drivers and intensifying marketing campaign;
Product Development strategies can be done by putting additional add-ons of the
products offered such as GPS-installed motorcycle, free grocery products and
side-car ready units for tricycle driver customers and Horizontal Integration
strategies available toSkygoKoronadal Branch include acquisition of competitors
to be able to acquire more customers.
BCG Matrix
Boston Consulting Group’s product portfolio matrix(BCG matrix) is
designed to help with-long term strategic planning, to help a business consider
growth opportunities by reviewing its portfolio of products to decide where to
invest, to discontinue or develop products. Relative Market Share was derived by
dividing the market share of Skygo Marketing Corporation over the player withthe
highest market share in motorcycle industry in Koronadal City which is the MUTI
Group of Companies (eg. .28/.30 = .93.33) while Industry Growth rate of 4.6%
was taken from Motorcycle Development Program Participants Association
(MDPPA) report.
Relative Market Share
Industry Growth Rate
+ 0.93.33
+.046
57
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
(.93, .046)
Figure 16. BCG Matrix of Skygo Mktg. Corporation Koronadal Branch
The organization falls in the quadrant of question mark. This means that
the organization has a low relative market share in a high-growth industry. This is
due to the presence of competitors inKoronadal City. Strategies should be
designed to improve/develop services and increase market share. Among
strategic options include Strategies available on second quadrant that include
Market Development, Market Penetration, Product Development and Divestiture.
Market Development can be done by offering existing products to new market
segment such as female and businesses; Market Penetration strategies can be
done by adding stores within Koronadal City area, offering special discounts to
tricycle drivers and intensifying marketing campaign; Product Development
strategies can be done by putting additional add-ons of the products offered such
58
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
as GPS-installed motorcycle, free grocery products and side-car-ready units for
tricycle driver customers and Horizontal Integration strategies available
toSkygoKoronadal Branch include acquisition of competitors to be able to acquire
more customers.
Matrix Evaluation
The above matrices considered the following information:
IFE Matrix showed an overall weighted score of 2.65 which is .15 above
the limit of 2.50. This indicates that the organization has strong internal position
which is necessary in every organization. However, a room for improvement is
still desirable since 0.15 is not a significant measure above the mean.
SPACE MATRIX indicated that the company has major competitive
advantages in a high-growth industry. Accordingly, the business shall pursue
competitive
strategies
which
include:Backward,
Forward
and
Horizontal
Integration – gaining/ seeking ownership or increase control over the firm's
supplier, retailers and distributors and competitors; market penetration – seeking
increased market share for present products or services in present markets
through greater marketing efforts; market development – introducing existing
products or services in new geographic areas and product development. –
seeking increased sales by improving present products or services or developing
new ones.
59
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Internal-External Matrix result falls at the fifth quadrant. This means that
the Skygo should hold and maintain its current position. Suggested strategies
include market penetration and product development.
Grand Strategy Matrix considers the school's score in IFE being 2.65, the
organization is internally strong, and falls to the second quadrant. This means
that the organization will use strategies for maintaining rapid growth when strong
competitive positions exist. Strategies include offering special discounts and
lower prices on tricycle drivers and strengthening of marketing activities.
In BCG Matrix, the result falls in the quadrant of question mark. This
means that the organization has low relative market share in a high-growth
industry. This is due to the presence of competitors inKoronadal City. Strategies
should be designed to improve/develop services and increase market share.
Among strategic options include: Market Penetration – increasing the market
share by offering differentiated existing product to present market; Market
Development – increasing the total market by entering new segments of the
market; Product Development – creating new product offering by increasing
additional product add-ons and Diversification – entering in an industry/market
different from the current line of business. Summary of results follows:
60
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 17. Summary of Matrix Evaluation
Strategies
IFE EFE SPACE
IE
Market Penetration
X
X
X
Market Development
Product Development
X
X
X
X
X
6
X
X
3
X
X
6
X
X
X
X
2
Backward Integration
X
1
Horizontal Integration
X
Diversification
X
Forward Integration
X
GRAND BCG TOTAL
X
2
1
Divestiture
X
Liquidation
X
X
2
1
Based on the matrix evaluation,the applicable strategy that Skygo
Marketing Corporation needs to adopt is Market Penetration, Product
Development and Forward Integration since these are the top three strategies
recommended by the matrices presented.
Market Penetration combines existing products and existing markets. The
growth strategy of market penetration aims to maintain or increase the market
share of existing products, secure dominance, restructure a mature market, and
increase usage by existing customers. Market penetration is considered to be a
low risk strategy as it utilizes existing products in existing markets.Skygo
Marketing Corporation Koronadal Branch may adopt Market Penetration by
adding stores within Koronadal City area, offering special discounts of tricycle
drivers and intensifying marketing campaign.
Product Development is the strategy that focuses on offering new
products in existing markets. This can be achieved either through offering entirely
61
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
new products or modified products that appeal to an existing market. A company
can choose to engage in product development for several reasons including:
exploit new technology, use excess production capacity, and to protect market
share. This strategy is considered to have a moderate risk associated with the
time and money needed to develop new products.Skygo Marketing Corporation
Koronadal Branch may adopt Product Development by putting additional add-ons
of the products offered such as GPS-installed motorcycle, free grocery products
and side-car ready units for tricycle driver customers.
Market Development is the strategy that focuses on offering existing
products in new markets. This strategy can be achieved through several different
options including: new geographical markets, new distribution channels, different
pricing policies, or new product dimensions. The goal of this strategy is to attract
new customers for existing products. This strategy is seen as having moderate
risk due to the fact that a company will be trying to enter into new markets.Skygo
Marketing CorporationKoronadal Branch may adopt Market Development by
offering existing product to new market segment such as female and businesses.
Quantitative Strategic Planning Matrix(QSPM)
QSPM evaluate alternative set of strategies. It incorporates earlier stage
details in an organized way to calculate the score of multiple strategies in order
to find the best match strategy for the organization.
62
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 18. QSPM of Skygo Marketing Corporation Koronadal City
STRATEGIC ALTERNATIVES
Key Factors
Weight
Market
Penetration
Product
Developmet
Market
Development
AS
TS
AS
AS
TS
TS
Strengths
S1. Accessible location.
2. Lower down payment options and installment plan.
3. Competitive employee incentives and benefits package.
4. Strong employee teamwork.
5. Ability to develop additional stores.
0.20
0.20
0.04
0.05
0.06
3.00
4.00
1.00
1.00
4.00
0.60
0.80
0.04
0.05
0.24
1.00
2.00
1.00
1.00
1.00
0.20
0.40
0.04
0.05
0.06
2.00
2.00
1.00
1.00
1.00
0.40
0.40
0.04
0.05
0.06
Weaknesses
1. Offered china made products.
2. Lack of marketing strategies.
3. Weak employee trainings and seminars.
4. Offers single brand product.
5. Low Profit Margin
0.10
0.20
0.04
0.05
0.06
2.00
4.00
1.00
1.00
2.00
0.20
0.80
0.04
0.05
0.12
3.00
2.00
1.00
4.00
2.00
0.30
0.40
0.04
0.20
0.12
1.00
2.00
1.00
1.00
1.00
0.10
0.40
0.04
0.05
0.06
Total
1.00
Opportunities
1. Increase numbers of graduates in business programs.
2. Fast-pace economic development of Koronadal City.
3. Complex requirements needed for new entrants.
4. Numerous events held in Koronadal City.
5. Tricycle is the primary mode of transportation in Koronadal City.
0.20
0.20
0.04
0.05
0.06
2.00
4.00
1.00
4.00
2.00
0.40
0.80
0.04
0.20
0.12
1.00
3.00
1.00
1.00
3.00
0.20
0.60
0.04
0.05
0.18
1.00
3.00
1.00
1.00
4.00
0.20
0.60
0.04
0.05
0.24
Threats
1. Increase numbers of accident and motor napping cases.
2. Insurance cost are continually increasing.
3. Rigid competition.
4. Competitor can offer similar products quickly.
5. Delayed driver's license issuance.
0.10
0.20
0.04
0.05
0.06
1.00
1.00
4.00
1.00
1.00
0.10
0.20
0.16
0.05
0.06
1.00
1.00
4.00
2.00
2.00
0.10
0.20
0.16
0.10
0.12
1.00
1.00
4.00
2.00
1.00
0.10
0.20
0.16
0.10
0.06
Total
1.00
Aggregate Atrractiveness Score (TAS)
2.94
1.81
1.60
2.13
1.75
1.75
5.07
3.56
3.35
There are four main columns in QSPM. The left column lists down the key
internal and external key factors, while the adjacent column to key factor is
weight which holds the numerical value obtained from EFE and IFE matrix with
column. The nextto weight column is AS standards for attractive score assign
priority to key factors using the numeric value 4 for most important and 1 for least
63
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
importance and the last column. TAS is the value calculated by multiplying
weight by AS. One thing important to note for each strategy separate AS and
TAS value added in the table, the weight remains the same for all set of
strategies mentioned in QSPM. The topmost shows the strategies are compared
in the QSPM matrix.
From among the three (3) strategic alternatives, the result showed the
following ranking, 1 being the most attractive strategy and 3 the least:
(1) Market Penetration
(2) Product Development
(3) Market Development
Market penetration is considered to be a low risk strategy as it utilizes
existing products in existing markets.Skygo Marketing Corporation Koronadal
Branch may adopt Market Penetration by adding stores within Koronadal City
area, offering special discounts to tricycle drivers and intensifying marketing
campaign.
64
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Chapter IV
RESULTS, FINDINGS AND RECOMMENDED STRATEGIES
This chapter presents the results of the survey conducted, the findings of
the study, recommended strategies in line with the findings and the estimated
budget per alternative strategy identified.
Results
Eighteen (18) survey questionnaires were distributed to eighteen (18)
employees of Skygo Marketing Corporation with five (5) females and thirteen (13)
males including the two (2) supervisors. There are 16 full-time employees and
two (2) part time employees in which majority of them are on their first to second
year of stay in the company. It was also found out that only the store and field
supervisors had undergone seminars once a year.
The following evaluation
summarized the information gathered based on employees’ perspective:
Table 19. Employee’s perception of internal factors of Skygo Marketing
Corporation
Internal Marketing Factors
Ave. Weight
Legend
 The organization has a clear vision that gives
1.88
Fair
employees a mental framework to evaluate the
best way to interact with customers.
 The organization allows open communication
3.81
Satisfactory
that unites all departments to work as one.
 The organization allocates resources to
2.13
Fair
educate the employees to promote strong
culture and values.
 The organization encourages employees to
3.63
Satisfactory
express their opinions/sentiments to promote
higher employee engagements.
65
Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Table 20. Demographic Profile of External Respondents
Particulars
Gender
Male
Female
Total
Age Brackets
18-20 yrs. Old
21-25 yrs. Old
26-30 yrs. Old
31-35 yrs. Old
36-40 yrs. Old
41-45 yrs. Old
46-50 yrs. Old
51 yrs and above
Total
Client Category
Student
Working Individual
Household
Self-employed
Total
Respondent's Residence
City Proper
Municipality Proper
Barangay
Sitio
Total
Total Monthly Income
P10,000 Below
P10,001 - P15,000
P15,001 - P20,000
P20,001 - P25,000
P25,001 - P30,000
P30,001 - P35,000
P35,001 - P40,000
P40,001 - P45,000
P45,001 and above
Total
Number of Respondents
Percentage
150
50
200
75%
25%
100%
15
25
30
30
15
25
30
30
200
8%
13%
15%
15%
8%
13%
15%
15%
100%
50
95
20
35
200
25%
48%
10%
18%
100%
50
100
40
10
200
25%
50%
20%
5%
100%
57
60
33
22
13
12
3
0
0
200
29%
30%
17%
11%
7%
6%
2%
0%
0%
100%
There are 200 survey questionnaires distributed to external respondents
which include fifty (50) students, ninety-five (95) employees, twenty (20)
households and thirty-five (35) self- employed individuals. The respondents
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
ranged from eighteen (18) to fifty-eight (58) years of age in which one hundred
fifty (150) were males and fifty (50) were females, 50% of them reside in
Baranggays, 25% in City of Koronadal, 20% in municipality and 5% were in
sitios. About 80% of them earn monthly income of P0.00 to P25,00.26% of them
were Skygo users and were influenced mainly by Sky go employees, Skygo
users and personal research. On the other hand, 64% of them were non-users
but are aware that Skygo Marketing Corporation exists through their personal
research, Skygo users and employees.
Out of 200 respondents, 73% were interested to buy motorcycle
where87% prefers Japanese brand while 27% were not interested. The survey
also revealed the rank of customer’s preferences in buying motorcycle on both
users and non-users:
Table 21. Factors influencing customer’s choice in buying motorcycle
vehicles
Non- Skygo users
Skygo users
Attributes
Ave. Weight Rank Ave. Weight Rank
Brand Image
10
5
9.56
4.88
Product Quality
9
6
9.41
6.03
Product Price
8
10
8.31
9.65
Less Fuel Consumption
7
1
7.12
1.43
Less Maintenance Cost
6
2
5.58
1.96
Availability of Spare Parts
5
7
5.35
7.41
Approachability of Dealer
4
9
4.22
8.57
Store Location
3
3
2.98
2.87
Better Mileage/Serviceability
2
8
2.13
8.33
Product Style
1
4
1.12
3.61
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Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
The table indicated that the top three (3) influencers of Skygo Marketing
Corporation Koronadal Branch users were product price, approachability of the
dealer and better mileage/serviceability while non-users prefer to buy
productswith good image, product quality and lower price.
Findings and Recommended Strategies
This section presents the findings about the internal analysis conducted,
the corresponding strategies for implementation that would address these
findings and the estimated budget allocated to materialize such strategies.
Organizational Aspects
Findings 1: Skygo Marketing Corporation’s vision statement has
become outdated.
A. Recommended Strategy
Revisit/revise company’s vision statement.
B.
Recommended
strategy’s
contribution
to
successful
implementation of market penetration strategy
Vision statement is an aspirational description of what an organization
would like to achieve in the long run. It is intended to serve as a clear guide for
choosing current and future courses of action. The current company’s vision
statement, “Skygo Marketing Corporation shall be the leading China motorcycle
brand in the Philippines by 2020”, has nearly become outdated for a good vision
statement reflects the company’s visualization for at least five years.It is highly
recommended that the company needs to evaluate if the vision was attained
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
andtoperform necessary courses of actions. Updating vision statement
contributes to successful implementation of market penetration strategy by giving
the company the guide on what it wants to be in the future so that whatever the
decision they will be making it will always be aligned with the vision. A company
that knows its specific purpose will be effective in whatever strategies it wishes to
implement. In updating the vision statement, the following concepts are
considered as suggested by David’s Framework: a good vision statement must
be future casting; audacious; motivating; purpose-driven; inspiring and
capitalizes on unique competencies.
C. Plan of Action for the Recommended Strategy
1. Update the vision statement.
2. Debrief the employees about the vision statement.
3. Display copies of vision statement that is noticeable to everyone.
4. Regularly revisit the effectiveness of the vision statement.
D. Estimated Budget
Table 22.Estimated Budget in Updating Vision Statement
Particulars
Amount
3 pcs. Tarpaulins (30x40)
(P650.00x3) = P1,950.00
Nails
P50.00
Total
P2,000.00
Operational Aspects
Finding 2:Skygo Marketing Corporation-Koronadaldoes not provide
trainings and development for employees.
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Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Trainings present a prime opportunity to expand the knowledge base of all
employees. Most of the employees have their weaknesses in their workplace
skills. A training program allows the company to strengthen those skills that each
employee needs to improve. A development program brings all employees to a
higher level so they all have similar skills and knowledge. This helps reduce any
weak links within the company that relies heavily on others to complete basic
work tasks.Providing the necessary training creates an overall knowledgeable
staff with employees who can take over for one another as needed, work on
teams or work independently without constant help and supervision from others.
(P.Sarvadi; May 2005)
A. Recommended Strategy
Implement trainings and development at least once a year.
B. Recommended Strategy’s contribution to successful implementation of
market penetration strategy
Employees who receive the necessary training are better able to perform
their job. They become more aware of safety practices and proper procedures for
basic tasks. The training may also build the employee’s confidence because they
have stronger understanding of the industry and the responsibilities of their job.
This confidence may push them to perform even better and think of new ideas
that help them excel. Aside from those, they will be able to communicate better
with customers which is an important factor to satisfy and gain their loyalty.
Giving them enough trainings and seminars will contribute to the successful
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
implementation of market penetration strategy through a knowledgeable and
competent workforce. An employee with enough knowledge on the product could
endorse it confidently to the customers and could perform good salesmanship
with them especially if they were equipped with necessary trainings and
seminars.
C. Plan of Action for the Recommended Strategy
1. Assign the supervisors to individually appraise every employee to know
their strengths and weaknesses.
2. Schedule the dates and topics to be in line with the employees’
weaknesses.
3. Hire speakers for the seminar or use internal employees capable to be
speakers of the seminar
4. Evaluate the effectiveness of the seminar conducted.
D. Estimated Budget
Table 23.Estimated Budget
development.
Particulars
to
implement
employee
seminar
and
Estimated Amount
Performance appraisal forms and printing
P 80.00
Speaker’s honorarium and token
3,000.00
Certificates and garland
300.00
Food and venue
20,000.00
Total
P23,380.00
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South Cotabato, Philippines
Marketing Aspects
Finding 3:Skygo Marketing Corporation-Koronadal has a weak
marketing strategy.
A. Recommended Strategy
Create a marketing team to focus on formulating marketing campaigns.
B. Recommended Strategy’s contribution to successful implementation of
market penetration strategy
Marketing campaigns are the efforts of a company to increase awareness
for a particular product or service to increase consumer awareness of a
business.Skygo Marketing Corporation’s greatest weakness falls on marketing
aspects. As discussed in chapter 3, the internal analysis, the company doesn’t
focus on marketing aspect which the researcher believes would be effective
when implemented. Intensifying marketing campaign will contribute to the
successful implementation of market penetration strategy primarily through
informing, persuading and reminding the customers
to patronizeSkygo
products.Suggested marketing campaigns includetrade fair participation, display
ads, radio ads, community giving, anniversary promos and sponsorships.
C. Plan of Action for the Recommended Strategy
1. Create marketing team composed of two to three persons. These persons
could be newly hired or existing employees appropriate for the job.
2. Let them brainstorm to come up with marketing campaign suitable for the
business tailored with the season, current trend and other factors.
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Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
3. Schedule an accomplishment report after every conduct of a marketing
campaign.
D. Estimated Budget
Table 24. Estimated budget of formulating marketing campaign
Particulars
Estimated Amount
Trades fairs participation
P20,000.00
Display Ads
5,000.00
Radio Ads
50,000.00
Community giving
25,000.00
Anniversary promotions
50,000.00
Events sponsorships
50,000.00
Total
P200,000.00
Financial Aspect
Finding 4:SkygoMarketing Corporation-Koronadal’s demand increases.
Sales demand of Skygo Marketing Corporation increases per year as
presented in their financial statements. There is a 43.53% increase in sales from
prior years as reflected in the condensed income statement of the company. As
this will eventually increase in the long-run, the company will need larger space
to store more units and for the convenience of the customer. However, the space
rented cannot be renovated since the space is limited only.
A. Recommended Strategy
Put up additional store within the Koronadal City.
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
B. Recommended Strategy’s contribution to successful implementation of
market penetration strategy
Putting up an additional store within Koronadal City would benefit the
company to be able to expand its operations and avoid lost sales. Having two
stores could help them prevent stock outs, store more units and defeat
competitors with one available store only. Costumers could also choose between
any of the two stores that is more convenient for them to transact business with.
C. Plan of Action for the Recommended Strategy
1. Find appropriate place to put up a store in Koronadal City.
2. Hire additional employees and reassign existing employees to new stores.
3. Order initial motorcycle units and spare parts from main office.
4. Assess the effectiveness of the new store.
D. Estimated Budget
Table 25.Estimated budget in putting up additional store.
Particulars
Estimated Amount
Two months advance rental
P100,000.00
Renovation
20,000.00
Signage, Tarpaulins and store supplies
10,000.00
Recruitment expenses
500.00
Furniture and fixtures
10,000.00
Freight for inventory orders
10,000.00
Machineries and Equipment
50,000.00
Taxes and Licenses
16,000.00
Petty cash fund
15,000.00
Total
P231,500.00
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Skygo Marketing Corporation should maintain open communications
among employees and motivate them to preserve the good relationship inside
the organization. They should establish employee motivational programs such as
trainings and seminars for them to grow professionally. Trainings and seminars
should primarily include marketing aspects and customer relations management
to reinforce their internal weaknesses when it comes to employees. The
company was also suggested to revisit their vision and mission to review its
effectiveness. Recommended vision statement is “SKYGO MARKETING
CORPORATION shall be the leading China Motorcycle Brand in the Philippines
by 2020 committed to quality products and services” to highlight that the
company is capitalizing on unique competencies as suggested by David’s
framework model
Recommended additional mission statement is “Adopt corporate social
responsibility and environmental stewardship” to stress that the company is
environmentally responsible in response to Koronadal City Ordinance No.5
series of 2016.
Skygo Marketing Corporation operated in a mature industry in which
competition is crucial and marketing plays a big role. The company is weak in
this aspect. Most of the respondents become aware of Skygo products through
Skygo employees, product users and personal research.
As suggested by
Quantitative Strategic Planning Matrix (QSPM), they may consider forming a
marketing team to focus on marketing activities to which the company is fragile;
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
they may hire additional potential graduates to be supervised by an expert within
the company, however; this may entail additional working capital; they may also
temporarily form the team through job enlargement or broadening the employee’s
scope of work, however, this could affect the employee’s performance and job
focus.
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Chapter V
CONCLUSION
This chapter presents the conclusion drawn by the researcher as a result
of the interviews, surveys and analyses made. The conclusion was divided in
four parts – organizational, operational/ technical, marketing and financial
aspects. The internal analysis of Skygo Marketing Corporation reveals that the
company did not fully utilize their strengths to have a competitive advantage in
the industry.
The successful implementation of market penetration strategy will yield the
following results.
Organizational Aspect
Updating the Skygo Marketing Corporation’s vision statement will help the
company work as one. This will serve as a guiding light for the company to move
forward in taking the same direction. This will eventually reduce conflicts into
acceptable level within the organization for in every decision they will be making
it will be in accordance to their vision statement.
Operational/Technical Aspect
Providing trainings and seminars to employees will motivate them and
reinforce them to be an inspired worker of the organization. Trainings and
seminars will help them to be more competent in their field of assignments, selfrespect and respect with their co-employees and for them to be more acquainted
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
with customer relationship management. Happy employees means happy work
environment; happy environment means happy customers and happy customers
lead to more sales.
Marketing Aspect
Intensifying marketing campaign will increase brand awareness and will
probably increase sales. Assigning marketing team in marketing activities will
encourage work focus on reaching out to prospects, customers, investors, and
the community while creating an overarching image that represents the company
in a positive light.
Financial Aspect
Investing in additional store will help the company penetrate the market for
customers may select best location at their convenience. Stock-outs could also
be avoided since unavailable products may be available in other stores. Lastly,
adding stores will enable the customer to have more options that will suit their
own preferences.
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South Cotabato, Philippines
References
Christ, P.,(2017). Marketing ideas for motorcycle business. Retrieve from
https://bizfluent.com/list-7462868-marketing-ideas-motorcyclebusiness.html.
Clint, L., (2018). Winning marketing strategies for motorcycle dealers. Retrieve
from
https://motorcycleshippers.com/2018/01/marketing-strategismotorcycle-dealers/
Guillen, M. D. & Ishida, H., (2004). Motorcycle-propelled public transport and
local policy development. IATSS Research Vol.28 No.1, 2004.Retrieved
from https://www.sciencedirect.com/science/article/pii/S03861112146009.
Land Transportation Office, (2007). Anti-Red Tape Act: Citizen’s Charter.
Statistics Section.
Land Transportation Office, (2016). Number of motor vehicles registered, newrenewal, by region, by type of mv annual. Statistics Section.
Pablo, R., (2017). Study on global industry analysis on motorcycle and forecast.
Persistence
Market
Research
(PMR).
Retrieved
from
https://www.giiresearch.com/report/pmrs674865-global-market-study-onmotorcycles-standard.html.
Philippine Statistics Authority RSSO-xii, (2017). SOCSARGEN’s monthly updates
of PSA’s most requested statistics – QUICKSTAT.
Pineda, V., (1994). Motorcycle and parts industry: Impact of Trade Policies on
Performance, Competitiveness and Structure.PIBS Research Paper
Series no. 94-02, 2.
SUNSTAR, (2016 issue). China-made motorcycles just as good as Japanese
brands. Retrieve from https://www.sunstar.com.ph/article/8724.
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Appendices
INTERNAL SURVEY QUESTIONNAIRE
“CORPORATE STRATEGY FOR SKYGO MARKETING CORPORATION”
Citra Mina Bldg. Gensan Drive, Koronadal City, South Cotabato
QUESTIONNAIRES FOR EMPLOYEES
Name (optional):
Position/Title:
_____________________________________
_____________________________________
Kindly Check ( / ) your selected answer
Personal Information
Sex
:
Male
Marital Status
:
Single
Separated
Female
Married
Widowed
What is your employment status?
Fulltime
Part time
How long did you serve the company?
Less than 1 year
3-4 years
1-2 years
5 years and above
Have the company conducted trainings and workshops on marketing matters?
Yes
No
If yes, how many times in a year?
1-2 times
6-5 times
3-4 times
7 or more times
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Select the number that match with the level of your agreement in each of
the following items in relation with your experience as employee of Skygo
Marketing Corporation. Indicate your answer as follows:
5 – Excellent; 4 – Satisfactory; 3 – Neutral; 2 – Fair; 1 – Poor.
Internal Marketing Factors
 The organization has a clear vision that gives employees a
mental framework to evaluate the best way to interact with
customers.
 The organization allows open communication that unites all
departments to work as one.
 The organization allocates resources to educate the employees
to promote strong culture and values.
 The organization encourages employees to express their
opinions/sentiments to promote higher employee engagements.
Weight
(5,4,3,2,1)
Comments/Suggestions:
Give other internal marketing strategies not mention above you think will be
effective when applied by the company:
Date of the Survey: ________________________
Your participation is very much appreciated!
Thank you! 
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
CUSTOMER SURVEY QUESTIONNAIRE
Good day! I am Rose Ann M. Templado, a student from the Masters in Business
Administration program of Notre Dame of Marbel University. I would like to
conduct a survey on customer’s preferences in buying motorcycle vehicle in
Koronadal City. To be used on corporate strategy of Skygo Marketing Corporation.
Kindly indicate your preference among alternative answers for each question by
ticking in the appropriate box. Where alternative answers are not provided, fill in the
gaps provided. Thank you for your contribution. Respondents are assured of
confidentiality of this exercise because it will be solely used for academic purpose.
Direction: Please check the appropriate box or write the exact answers on
the space provided.
A. Personal Information
1. Name (optional): _________________________________________
2. Age : __________________________________________________
3. Sex:
Male
Female
4. Client Category
Student
Working Individual
Household
Self- employed
5. Respondent’s residence
City proper
Barangay
Municipality proper
Sitio
6. Total monthly income
P10,000 below
P10,001 – P15,000
If Yes,
P20,001 – P25,000
P25,001 – P30,000
P35,001 – P40,000
P40,001 – P45,000
P15,001 – P20,000
If No,
P30,001 – P35,000
P45,001 and above
B. Respondent’s Awareness of Skygo Marketing Corporation.
1. Are you a Skygo Motor user?
Yes
No
If Yes,
If No,
How did you know Skygo Mktg. Did you know that there is Skygo
Corp?
Mktg. Corp. in Koronadal City?
Because of a Skygo employee
Yes
No
Because of a Skygo user
Because of their advertisement
Because of my personal research If yes, how?
_____________________________
Others:
Specify________________
C. Respondent Preferences in Buying Motorcycle Vehicle
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NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
1. Do you have a plan to buy new motorcycle vehicle if ever?
Yes
No
2. What brand you are particular of in buying a motorcycle vehicle?
Japanese
Taiwanese
Thai
Chinese
Indian
Others, specify:__________
4. For customer’s only. Rate your
experience on the Skygo Marketing
Corporation in a scale of 1-10; 10
for excellent; 1 for poor.
3. Indicate your preferences in
buying motorcycle vehicle by
ranking the factors below into 110; as 10 to be the highest and
1 to be the lowest preference.
Factors
Influencing
Customer’s Choice In Scale
Buying Motorcycle Vehicles (1-10)
 Brand Image
 Product Quality
 Product Price
 Product Style
 Store Location
 Availability of Spare
Parts
 Less Fuel Consumption
 Better
Mileage/Serviceability
 Less Maintenance Cost
 Approachability
of
Dealer
Factors
Influencing
Customer’s Choice In Rank
Buying Motorcycle Vehicles (1-10)
 Brand Image
 Product Quality
 Product Price
 Product Style
 Store Location
 Availability of Spare
Parts
 Less Fuel Consumption
 Better
Mileage/Serviceability
 Less Maintenance Cost
 Approachability
of
Dealer
Comment/Suggestions
______________________________________________________________
______________________________________________________________
Your participation is very much appreciated! Thank you! 
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Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Curriculum Vitae
Rose Ann M. Templado
Purok Riverside, Brgy. Sto. Nino, Koronadal City
South Cotabato 9506
Cell #: 09197764933
roseanntemplado24@gmail.com
Personal Data
Age:
29years old
Date of birth:
April 24, 1989
Place of birth:
Sta. Maria Davao del Sur
Gender:
Female
Civil status:
Single
Citizenship:
Filipino
Religion:
Roman Catholic
Weight:
45kgs.
Height:
5’1”
Father’s name:
Raul C. Templado Sr.
Occupation:
Farmer
Mother’s name:
RosalindaM.Templado
Occupation:
Farmer/House wife
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Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines
Educational Background
Graduate Studies: Master in Business Administration
Notre Dame of Marbel University
Alunan Ave., Koronadal City, South Cotabato
College:
Bachelor of Science in Accountancy
Korbel Foundation College Inc.,
Brgy.Sto Niño,Koronadal City, South Cotabato
Secondary:
Heracleo Casco Memorial National High School
Poblacion, Sta. Maria, Davao del Sur
Primary:
Jose Timbol Sr. Central Elem. School
Pob. Sta. Maria, Davao del Sur
Work Experiences

College Instructor (June 2017- to present)
Ramon Magsaysay Memorial Colleges – Marbel, Inc.
Alunan Avenue, Koronadal City

College Instructor (Nov. 2015 – Mar. 31, 2017)
Korbel Foundation College, Inc.
Brgy. Morales, Koronadal City
Affiliation

PICPA (Philippine Institute of Certified Public Accountants)

NACPAE (National Associations of Certified Public Accountant in
Education)
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Graduate School
NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

JPIA member (Junior Phil. Institute of Accountants 2010)

Bookkeeping NCIII (March, 2017)

Certified Public Accountant (October,2015)
Eligibility
86