Republic of the Philippines

CAVITE STATE UNIVERSITY

Cavite City Campus

INTERNATIONAL MARKETING PLAN

A Written Report
Submitted to the Faculty of
the Department of Management

In partial fulfillment
of the requirements for the subject
International Marketing

ADVINCULA, CAREVIN A.
BABAR, JOWELYN N.
BARRERA, GRACE ANN D.
CAJIGAS, LIZA MHIL P
FABIOLAS, ROEJEAN C.
FROILAN, SHIERAINE LEIGH M.
GONZALES, JAMIL JOHN ZYRUS C.
HAMJA, YESSAMINE
JORDAN, JOHN MARCO A.
MOJICA, ARGEENELACE C.
PRUDENTE, KHIE A.
REYES, LORRAINE O.

NOVEMBER 2018

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 ACKNOWLEDGMENT

The authors would like to extend their deepest gratitude to the following people

who, in one way or another, helped them to accomplish this study.

Mrs. Maria Cristina J. Baesa, Campus Dean, for challenging us to achieve, apply

and practice the mission and vision of our school;

Mr. Marc Alfred C. San Pedro, head of the Department of Management, for his

additional knowledge;

Mr. Frinze Al A. Bernal, Feasibility Study adviser, for his patience and continuous

support;

Mr. Victoriano N. Rodil, RDE campus coordinator, for sharing his knowledge;

Mrs. Maria Ciella S. Buena, for her encouragement and guidance;

Ms. Sharmaine “K.C.” B. Dela Cruz, for encouragement and motivation;

The rest of the faculty member, for their support;

Their family, for the love, guidance and support both financially and emotionally

and for motivating them;

Their classmates and friends, for the friendship and companionship; and

Last but definitely not the least to God Almighty, for His never-ending love,

guidance, and wisdom He gave to make this study possible.

Without great support from all mention above it would not be possible to complete

the feasibility study.

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 TABLE OF CONTENTS

Page

ACKNOWLEDGMENT. . . . . . . . . . . . . . . . . . . . . . . . . . . Ii
LIST OF TABLES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V
LIST OF FIGURES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vi
INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Situational Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . 2
Company Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . 2
Organization’s Assets and Skills . . . . . . . . . . . . . . . . . . . . . . 4
Market Analysis. . . . . . . . . . . . . . . . . . . . . . . . . 15
Business Environment analysis . . . . . . . . . . . . . . . . . . . 16
Nature of Demand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Size and Extent of Demand . . . . . . . . . . . . . . . . . . . . . . . . . 40
Product Category Stage of Product Life Cycle. . . . . . . . . . . .. . . . . 40
Structure of the Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Competitor Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Cost Structure of the Industry . . . . . . . . . . . . . . . . . . . . . . . . 41
Competitive Structure of the Industry . . . . . . . . . . . . . . . . . . . . . 45
Competitor Analysis (in country of investment) . . . . . . . . . . . . . . . . 45
SWOT ANALYSIS . . . . . . . . . . . . . . . . . . . . . . . . . . 48
OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . 50
RECOMMENDED MARKETING STRATEGY. . . . . . . . . . . . . . . . . 51
MARKETING MIX STRATEGIES AND TACTICS.. . . . . . . . . . . . . . . . . 53
PLANNING BUDGET. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
IMPLEMENTATION AND CONTROL. . . . . . . . . . . . . . . . . . . . . . . 65
BIBLIOGRAPHY/REFERENCES. . . . . . . . . . . . . . . . . . . . . . . 67

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APPENDICES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69

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 LIST OF TABLES

Table Page

1 Benefits and Function of EduCare Lending Company. . . . . . 70

2 Competitive Profile Matrix. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

3 Projected Singapore Rates. . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

4 Ranking for Ease Doing Business. . . . . . . . . . . . . . . . ……….. 72

5 Number of Secondary Education Students and College 76

Students. . . . . . . . . . . . . . . . .

6 Demand Analysis…………………………. . . . . . . . . . . . . . . . 78

7 Supply Analysis…………. . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

8 SWOT analysis of EduCare Money Lender . . . . . . . . . . . . . . . 80

9 Paired comparison method……………………………………….. 80

10 Internal factor evaluation…………………………. . . . . . . . . . . . 81

....
11 Summary Matrices…………. . . . . . . . . . . . . . . . . . . . . . . . . . . 86

12 Quantitative Strategic Planning ,,,,,,,,,,,,,,,,, . . . . . . . . . . . . . . . 87

13 Market Entry Strategy…………………………………………….. 95

14 Implementation and Control …………………………. . . . . . ….. 108

15 Monitoring Action Plan…………. . . . . . . . . . . . . . . . . . . . . . . . 109
16 Formal Contigency Plan……… ,,,,,,,,,,,,,,,,, . . . . . . . . . . . . . . . 111

17 Formal Project Plan……………………………………………….. 112

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 LIST OF FIGURES

Figures Page

1 Organizational Chart ………... . . . . . . . . . . . . . . . . . . . . . . . . . 14

2 Inflation Rate of Singapore . . . . . . . . . . . . . . . . . . . . . . . . 21

3 Gross Domestic Product of Singapore . . . . . . . . . . . . . . . . . . . 22

4 Economic Growth of Singapore. . . . . . . . . . . . . . . . . . . . . . . . . 22

5 Unemployment Rate of Singapore . . . . . . . . . . . . . . . . . . . . . . 23

6 Prime Lending of Singapore………………………... . . . . . . . . 24

7 Projected Singapore Lending Rates . . . . . . . . . . . . . . . . . . . . . . 25

8 Ease of Doing Business in Singapore…… . . . . . . . . . . . . . . . . 26

9 Age Distribution and Urbanization . . . . . . . . . . . . . . . . . . . . . 32

10 Number of Secondary Education . . . . . . . . . . . . . . . . . . . . . . . . 32

11 Urban Population in Southeast Asian Countries in 2016 . . . . . 35

12 Competitive Structure of the Industry . . . . . . . . . . . . . . . . . . 43

13 Market Entry Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

14 ApolloCircle Corporation Logo. . . . . . . . . . . . . . . . . . . . . . . . . 53

15 Business Logo of Educare Money Lender. . . . . . . . . . . . . . . . . 55

16 Distribution Channel of Educare Money Lender. . . . . . . . . . . . 56

17 Income Statement………………………………… . . . . . .. . . 60

18 Balance Sheet………………………………….. . . . . . . . . . . 61

19 Cash Flow……………………... . . . . . . . . . . . . . . . . . . . . . . 62

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20 Break Even Analysis……………………………………… ,.... 63

21 Financial Position…….... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

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