New Era University

No. 9 Central Ave. New Era, Quezon City

College of Engineering and Technology

CASE STUDY ANALYSIS

MARKETING
SUBMITTED BY:
Ralph Marwin Corpuz
Ryan Nafuran
Jerome Pascua
Liezl Shienna Geronimo
Jade Manzano

SUBMITTED TO:
Engr. Justin Carlo A. De La Cruz
I.

Executive Summary
Engineer Antonio Tagorda is a chemical engineering graduate, then he was
employed as production planner in a certain chemical corporation wherein he was
transfer to the companys marketing department as marketing manager. By then, he
didnt somehow perform well as although the companys sales increase, he failed to
increase the number of customers.
He was invited by Engineer Samuel Bugarin, former classmate from college, to
take part to his founded company, to head the marketing department. But due to his
inexperience in the marketing field, he is troubling on what steps to take in his
department.
For this to solve, Engineer Tagorda must able to select their target market from
the different segments with common needs of their market. He must develop their

II.

marketing mix that meets the needs of ther buyer and customers.
Statement of the Problem
Engineer Antonio was appointed to handle marketing for their company they
named Bugtag Chemical Coporation (BCC), but due to his inexperience in the
marketing field, he is troubling on what steps to take in his department. He is mullin
over to what should the company must tap, for him to know what is their target
market and where do they sell their products, and how will they promote their

III.

products to their buyers.

Causes of the Problem
Lacking of information regarding the nature of the market their company must
tap is the problem for the management of Engineer Tagorda. He is not, indeed, not
expertise in marketing field instead he is more effective in the production. Hence, he

is now struggling to their newly founded company wherein he is to handle the

IV.

marketing department.
Decision Criteria/Methodology
For Engineer Tagorda to accomplish his problem, he must consider the
following criteria:
Engineer Tagorda may consider to select their target market from the

different segments with common needs of their market.

Engineer Abrera can consider to develop their marketing mix fitted and
suited for what do the costumer wants, when and where they want, at

V.

what price or in what quantity?

Alternative Courses of Action
Given the criteria which are basis of actions of Engr. Tagorda, these are the
alternative courses of action and options he may achieve to solve his problem:
Engineer Tagorda may take training in marketing. This will
ensures Mr. Tagorda to be expertise in his part of being the marketing

manager. However, it will cost time to consume to take training.

Engineer Tagorda may hire marketing specialist and manpower to
his department. This will completes his needed staffs for his

department that have experiences in the marketing field.

Engineer Tagorda may choose Residential Segment. Since, their
company is small yet residential segment is a good segment to choose.
However, if the chosen segment is too small then you will not have the
proper turnover which in turn will affect the total margins and the

viability of the business.

Engineer Tagorda may choose the Industrial Segment. Many
companies are engaged in industrial segment so this bring great chance
to BCC with many clients and customers. However, there is
competition against larger and bigger companies.

Engineer Tagorda may choose the Government Segment. Many

companies are engaged in government segment also. However, the
same with industrial segment, there is competition against larger and

bigger companies.
Engineer Tagorda may publish advertisement in different mass
media about their products and services. This will reach their
buyers and costumers about their product and services. However, it

will cost bigger budget for the paid message.

Engineer Tagorda may establish franchises in different places that
will sell their products. From this, valuable buyers and costumers will
buy their products accessible to them. However, costs may be higher
than you expect. As well as the initial costs of buying the franchise,
you pay continuing management service fees and you may have to

VI.

agree to buy products from the franchisor.

Implementation and Justification
With the alternative solutions presented, Engr. Tagorda will now implement
actions. For better solutions for the problem of Engineer Tagorda he will follow with
these series of steps:
1. On the day of his office, Engr. Tagorda will publish job vacancies for
the positions on his department. From this, he will select rightful
applicants. In duration of two weeks he must able to hire them.
2. After that, Engineer Tagorda must choose Residential Segment as a
target market.
3. Then, he will order to make advertisement to different mass media
around the town, nearby towns and provinces considering their target
market. The advertisement includes availability for franchising and
open for dealers.

4. Buyers and costumers will inquire to them, then, he will sell to several
dealers and franchisers around the towns and provinces.
VII.

References
Medina, R. Engineering Management. Manila: Rex Bookstore, 1999.
http://www.yourarticlelibrary.com/marketing/12-important-functions-ofmarketing/1074/ (Retrieved October 15,2015)
https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantagesfranchising