I.

EXECUTIVE SUMMARY

ATON Bookstore is geographically situated on the corners of Real Street and A.T. Aguja
Street Carigara, Leyte. It is an ideal place of business given the potential market segment and
location thats closer to the public and private institution
On our product development, we sell books from authorized publications only; best
manufactured supplies from trusted suppliers. Our direct competitors are the National Bookstore,
Rex Bookstore, Philippine Christian Bookstore and Booksale. Our indirect competitors are the
small capitalized merchandise establishment that surrounds the area.
We cant deny the fact that all businesses have its threats that can bring it down, as well
as opportunities that can stabilize it. Change has become more rapid.ATON Bookstore should
cope with this change so it can turn threats into opportunities.
ATON Bookstore dont just sell the products, but rather we are knowing our customers to
produce the right product, how to manage our costs and be able to price our products right,
where and how customers buy so we can reach our customers through proper distribution and
how to attract their attention so they will know about our product.
We named the bookstore ATON Bookstore to show that this is really Carigaras very own
Bookstore.

II. CURRENT MARKETING SITUATION

Market Description
ATON Bookstore is geographically situatedon the corners of Real Street and A.T.
Aguja Street Carigara, Leyte. It is an ideal place of business given the potential market segment
and location thats closer to the public and private institution.

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ATON Bookstore targets the consumers who want to have high quality of books
and supplies for an affordable price as well as excellent customer services. The ATON Bookstore
will target the following segments:

School Institution(Primary, Secondary and Tertiary)

Religious Institution
Office Employee
Students
Teachers

Product Performance Review

On our product development, we sell books from authorized publications only; best
manufactured supplies from trusted suppliers. We focus also to our service development and its
implementation, in order to sustain the customers demands. One of the goals of ATON
Bookstore is to increase the valued clients because we want to sustain the target market and to be
known as one of the best bookstore with high quality products and services offered.

Competition
Direct Competition
Our direct competitors are the National Bookstore, Rex Bookstore, Philippine
Christian Bookstore and Booksale. These are part of the biggest international bookstore with
high quality products and services with lots of competitive strategies.
Indirect Competition
Our indirect competitors are the small capitalized merchandise establishment that
surrounds the area. Though we consider them as indirect competitors it doesnt mean that we will
not consider them as threat to our operation.
Distribution Mode
Wholesale Distribution

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ATON Bookstore targets the Educational and Business Institutions. We will give
them bulk price with free delivery service.
Retail Distribution
Our target market would be the teachers, students, office workers and household.

III. Threats and Opportunity Analysis

We cant deny the fact that all businesses have its threats that can bring it down, as well
as opportunities that can stabilize it. Change has become more rapid. The rate of technological
progress has increased resulting in both new methods of production and new products. These in
turn result in the obsolescence and disappearance of preexisting products. ATON Bookstore
should cope with this change so it can turn threats into opportunities.

Threats

Off Season ( Closing of School Year)

Technology vs References
Market Day ( Merchant)
Old Stock ( Books and Supplies)

Opportunity

Sales Promotion
Latest Edition of Books
Branch out to the Public Market
Personal Selling and Sales
Promotion

IV. Objectives and Issues

Sales Objectives

To establish the market presence needed to support marketing and sales goals and
to attract customers.

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To reach healthy monthly sales by the end of the year, and average monthly sales
increasing modestly by steadily through Year 3.

ROI
ROI = Gain from Investment Cost of Investment
Cost of Investment

Year I
ROI = 144,750 1,000,000
1,000,000
= 86%
=14%

Year II
ROI = 195,000 1,000,000
1,000,000
= 81%
= 19%

Year III
ROI = 315,000 1,000,000
1,000,000
= 69%
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= 31%

ROI
35
30
25
20
15
10
5
0
Year 1

Year 2

Year 3

ROI

Market Share

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Small Merchandise Establishments; 10%

Booksale; 10%

ATON BOOKSTORE; 30%

Rex Bookstore; 10%

Philippine Christian Bookstore; 10%
National Bookstore; 30%

V. Demand Analysis

Customers are not buying goods or services-they are really buying specific benefits and
value from the total offering. We term this offering to customers the offer; it represents those
benefits that customers derive from the purchase of good or services. An offer includes
packaging, advertising, financing, availability, advice, warranty, reliability, etc. So as to satisfy
the offer, we dont just sell the products, but rather we are knowing our customers to produce
the right product, how to manage our costs and be able to price our products right, where and
how customers buy so we can reach our customers through proper distribution and how to attract
their attention so they will know about our product.

VI. Marketing Strategy

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 Develop more highly customer oriented staffs. The company should have high
qualifications and a thorough process when hiring a customer care employee.
Develop good advertising campaign and powerful promotional strategies. We will use
advertising to promote the business. We will produce and use the local flyer to advertise.
In addition, we will use door handle flyer promotion throughout the Baybay
neighborhoods.

VII. Action Program

1st Year
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12

Task
Grand Opening and
Promotion of Bookstore
Sales Promotion

Personnel
Management and Newly
Hired Employee
Employee

Seminar for Personnel

Sales Promotion
Publicity

Management and Employee

Employee

Seminar for Customer

Handling for Employee

Employee

End and Starting Year Sales

Promotion

Management and Employees

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VII. Budget/Profit and Loss Statement

Net Sales
Cost of Sales
Gross Income

Year 1

Expenses:

P 900,000

Distribution Costs

(440,000)

Year 2

460,000

P 1,100,000

Administrative
Expenses
Other Expenses
Income before Tax
Income Tax Expenses
Net Income

(135,000)

(500,000)

Year 3

600,000

P 1,500,000

(100,000)

(650,000)

(32,000)

(150,000)

850,000

193,000

(150,000)

(48,250)

(40,000)

(200,000)

P 144, 750

260,000

(170,000)

(65,000)

(60,000)

P 195,000

420,000
(105,000)
P 315,000

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