Buko Juice Research

Sto.
Domingo National Trade School
Baloc,Sto.Domingo Nueva Ecija
Senior High School

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Chapter 1
Introduction
According to Tim Burris (2017) a small business needs a
well develop marketing strategy in order to effectively market
and sell a new product? A written plan helps to identify
customer needs and specially states how your product will meet
those needs a target price. Effective marketing plan set targets
with respect to the number of potential customers to be reached,
budgeted expenses and sales. Specific strategies involved
creation of a marketing mission statement, writing a product
description, performing market research, development of a
marketing budget and implementation of a product delivery plan.
Marketing strategies explain how the marketing function
fits in with the overall strategy for a business and once a
strategy has been identified then the business most develop an
action to turn the strategy into reality. The starting point for
this plan is the setting of marketing objectives.
This plan is the important for a business to set marketing
objectives because manager can have targets for their work. They
can measure more effectively the success or failure of their
marketing strategies and achieve these objectives.

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According to a study by Smart Insights (2015), 46%of brands
don’t have a defined digital marketing strategy yet and 16% to
have a strategy but haven’t put it into effect yet that wears
that more the half of the businesses out there aren’t getting
the exposure and customers they could be simply because people
don’t even know they exist yet.
As a perquisite to the determination of marketing plans,
careful consideration should be given to defining the overall
role or mission of the business. Management most make realistic
and objective appraisal at internal company strength and
weaknesses. Strengths, weaknesses, opportunities and threats. Is
the content precise of step for marketing plan. The development
of marketing plans is the assessment of market and sales
potential. Once marketing objectives have been defined and
market potential has been assessed, consideration should be
given to the generation and selection of strategies. Broadly,
strategies encompass the set of approaches that the company will
use to achieve its objective. GOSPA stands for goals, objective,
strategies, plan and action. Using this process improve
communication, control, morale, measurement and performance
through a set of easy step. The should contain an outline of the

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control mechanisms that will be a applied. This should include
details of major objectives and key parameters in the
measurement of the degree of success in achieving the
objectives, enabling corrections and modifications to be made as
the plans unfolds. Several factors influence the planning
decision as to where to place emphasis with the promotional mix.
To be effective, sales activities needs to take place within the
contest of an overall strategic marketing plan. Only then can we
ensure that our sales effects complement, rather than compete
with other marketing strategies.
According to Neil Morgan (2018) marketing strategy as a
construct that lies at the conceptual heart of the field of
strategic marketing and is central to the practice of marketing.
It is also the area within which many of the most pressing
current challenges identified by marketers CMOS arise. We
develop a new conceptualization of the domains and sub-domains
of marketing strategy and use this lens to assess the current
state of marketing strategy research by examining the papers in
the six most influential marketing journals over the period 1999
through 2017. We uncover important challenges to research-not
least the increasingly limited number and focus of studies, and

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the declining use of both theory and primary research designs.
However, we also uncover numerous opportunities for developing
important and highly relevant new, marketing strategy knowledge-
the number and importance of unanswered marketing strategy
questions and opportunities to impact has arguably never been
greater. To guide such research, we develop new research agenda
that provides opportunities for researcher to develop new
theory, establish clear relevance and contribute to improving
practice.
Statement of the Problem
This study aimed to examine and investigate the Marketing
Strategies in Selling Coconut Product in Baloc Sto. Domingo
Nueva Ecija academic year 2019-2020 Specifically, the research
to answer the following questions
1. How may factor the demographic profile of respondents be
described in terms of
1.1 Age;
1.2 Sex
1.3 Weekly Income and
1.4 Duration of Selling Products

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2. How my Marketing Strategies in Selling Coconut Product be
described in terms of
Output
Input Process
Marketing
 Demographic  Gathering of
Strategies in
profile of data through
Selling Coconut
respondents  Survey
Product in
 Age questionnaire
Baloc, Sto.
 Sex  Interpretation
Domingo Nueva
 Weekly of data
Ecija
income through manual
 Duration computation
of selling
products
 Marketing
Strategies
in Selling
Coconut
Product
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Objectives of the study
This study aims to:
1. To know the marketing strategies of coconut vendor.
2. To find out the problems encountered of coconut vendor in
terms of marketing strategies.
3. To identify the best-selling product using a certain
marketing strategy.
Significance of the Study
The significance of the study is that they should learn a
variety of marketing strategies so they should increase their
sales in selling coconut products in Baloc, Sto. Domingo Nueva
Ecija.
Scope and Delimitation
This study was focus on knowing the marketing strategies on
selling coconut products in baloc, Sto, Domingo Nueva Ecija in
partial fulfillment of quantitative research in Sto, Domingo
National Trade School.

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This study will gather data using survey in a form of
questionnaire or checklist of population of thirty (30) selected
coconut vendor in Baloc, Sto. Domingo Nueva Ecija.
Theoretical Framework
In 1968, Bartels proposed that a general theory of marketing
should include seven sub theories: (1) theory of social
initiative, (2) theory of economic market separation, (3) theory
of market roles, expectations, and interactions, (4) theory of
flows and system, (5) theory of behavior constraints, (6) theory
of social change and marketing evolution, and (7) theory of
social control of marketing. This illustrate how extensive the
field of application in marketing theory are.
Since the 1960s, several marketing theories related to the sub
theories have been developed hunt (2002). The strategic area of
relationship marketing was first defined by Berry (1983.p.25) as
“attracting. Maintaining and enhancing customer relationships”.
Thus, relationship marketing refers to activities directed
toward establishing, developing, maintaining, and retaining
successful relations (Berry and Parasuraman 1991: Morgan and
Hunt 1994). Hunt (2002) also made it clear that a company’s
efficiency and effectiveness are always enhanced by establishing

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relationships with all potential stakeholders. Never the less.
Gumnesson (1995.p.15) observes that “not all relationship are
important to all companies all the time”. For this reason, a
fundamental thesis or relationship marketing strategy is to
identify, develop and nature a suitable relationship portfolio
(hunt 2002)
A theory used in relationship marketing since the 1970s is
social exchange theory (SET), based on words of Homans (1958,
1961, 1974). Blau (1960, 1964) and Thibaut and Kelly (1959). SET
is widely viewed as one of the most influential conceptual
paradigms in organizational behavior (Corpanzano and Mitchelle
2005; Friman et al.2002). As exchange ideology is also said to
influence individuals sensitively to organizational politics,
job satisfaction and commitment. SET is used to evaluate buyer-
seller relationships (Witzel 2006). The following table
differentiates SET from the theory of commitment and trust
proposed by Morgan and Hunt (1994). The latter theory is also
outlined and referred to in more detail in the following
chapter.
Definition of terms
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1. Implementation- the process of putting a decision or plan
into effect; execution.
2. Success- the accomplishment of an aim or purpose.
3. Failure- lack of success.
4. Perquisite- a thing regarded as a special right or privilege
enjoyed as a result of one’s position.
5. Appraisal- an act of assessing something or someone.
6. Parameters- a numerical or another measurable factor forming
one of a set that defines a system or sets the conditions of its
operation.
7. Arguably- it may be argued (used to qualify the statement of
an opinion or belief).
8. Relevance- the quality or state of being closely connected or
appropriate.
9. Exposure- the state of being exposed to contact with
something.
10. Several- more than too but not many.

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A Quantitative Research Study Submitted to the Faculty in

Partial Fulfillment to the Subject Requirements in
Practical Research 2
Marketing Strategies of Selling Coconut Products in

Baloc, Sto, Domingo Nueva Ecija Academic Year
2019-2020
Submitted by:
Ellaiza S. Catabas
John Rey J. Dela Cruz
Narizalyn Rose N. De Leon
Cherie Amor M. Osorio
Mike Daeniel R. Talplacido
Submitted to:
Leira Nicole G. Arellano

Subject Teacher
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Accountancy and Business Management
October 2020
Approval Sheet
This undergraduate research entitled: “MARKETING STRATEGIES IN
SELLING COCONUT PRODUCTS IN BALOC, STO, DOMINGO NUEVA ECIJA
ACADEMIC YEAR 2019-2020” prepared and submitted by: Jhon Rey J.
Dela Cruz, Cherie Amor M. Osorio, Narizalyn Rose N. De Leon,
Mike Daeniel R. Talplacido, Ellaiza S. Catabas in partial
fulfillment of the requirements for the practical research 2 is
here by approved and accepted.
Leira Nicole G. Arellano
Teacher in Practical Research 2
Date Signed
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Dedication
We dedicate this study to the people who mentioned and we
acknowledged. For the guidance, sacrifice, understanding
knowledge, for the patient and hard work, for the financial
support, to encourage our group to continue this study and for
all the blessings.
Everyone who mentioned is deserved to be thanks for. To all
of you, without your help maybe we did not finished this simple
research study
The Researchers
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Acknowledgement
Sincere thanks and appreciation are extended to the
people behind the completion of this study. The following
people were highly appreciated,
First of all, we want to thank our “Almighty God” who
gave us strength, power, determination and also knowledge for
the success of this study,
To our dear loving parents who support our needs and also
for assisting us in terms of financial support; and
To the woman behind the advices of this study, to Ms.
Leira Nicole E. Arellano, our research project teacher, thank
you for all the advices, help, guide and suggestions that our
group used to make our study possible.
Thank You So Much!
The Researchers
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Chapter II
REVIEW OF RELATED LITERATURE
Raveendran. P (1989) conducted a study on marketing of
coconuts and its product in Andaman and Nicholar Islands with
the main objectives of trends in coconut production, to
educate the farmers for adopting modern agricultural practices
and developing a good market for coconuts.
Foreign Literature
Susan P Douglas, C Samuel Craig (2011) many markets are
converging, as communications and logistics networks become
more integrated and firms from all parts of the whole are
expanding operations on a global scale. At the same time,
other markets are becoming more diverse, marketers are
increasingly encountering economic and cultural heterogeneity.
The authors examine the implications of these trends and the
extent to which they necessitate rethinking and refocusing
global marketing strategy. First, they examine the perspective
of global marketing strategy as an evolutionary process. Next,
they divide markets into five major spheres, examining the
economic and cultural diversity of market in each. Next, they

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discuss the resultant need to develop and implement different
strategies for markets in each of these spheres. Some
conclusions are drawn relating to the difficulties involved in
developing a coherent strategy in international markets. The
authors advocate developing a semi global marketing strategy,
which involves following different directions in different
parts of the world, resulting in greater autonomy at the local
level.
Foreign Literature
Louis T. Wells Jr, Alvin G. Wint (1980s) has seen a major
increase in a range of efforts by both developing and
industrialized countries to market themselves as attractive
locations for foreign direct investment, existing research has
been biased toward the role of investment incentives and
policy reform in these activities. Current efforts, however,
include not only the use of investments climates of countries,
but also marketing techniques such as advertising, missions,
seminars, direct marketing of various forms, and service
activities. The goal of these marketing techniques is to
inform prospective investor’s about a country’s potential as
an investment site, and to persuade them to set up operations

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in that country. For this study, we defined these marketing
efforts as an investment promotion. We set out in this
research to add to the existing knowledge by focusing on
aspects of investment promotion, especially the effectiveness
of particular promotional techniques that remain under-
researched.
Foreign literature
The authors examine how firms adapt different components of
their marketing strategies in foreign markets compared with
their domestic market and how such adaptation decisions
influence the firm’s competitive positions and performance in
foreign markets. The author conceptualize the adaption of a
marketing-mix component is a purposeful process that is
influenced by firm’s past adaptation strategy, and they
investigate the importance of the marketing-mix component to the
firm’s success. The authors develop hypothesis and propositions
and test them with a sample of 183 export firms in hongkong.
Local literature
In the Philippines, e-commerce is mostly being implemented
by major retailer and Multinational Corporation for bank-to-bank

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exchange. A number of business-to-customer transaction have
emerge through the years such as auctions, online shopping, and
online banking (lacson, pasadilla, 2006). This just shows that
Filipino businesses welcome this new opportunity in selling
goods since 16% of the population is using internet. This new
marketing strategy will not benefit those big companies but also
the small business who cannot afford to advertise their
products. Just by creating a website in a very affordable cost
would make the business grow in terms of sales and enhance the
company image as well.
Philippines firms have yet to fully the tap potentials of e-
commerce that will help the, to complete in domestic and global
markets. In the process of preparing themselves to conduct e-
commerce, these firms will be changing the way they do business.
These changes are expected to have an impact on the welfare of
Philippines workers. Most efforts to measure the economic
effects of e-commerce- including those on workers’ welfare- have
focused on the U.S and Europe, who are considered to be the
leaders in e-commerce.
Information and communication Technology (ICT) has become and
will continue to be an integral part of the day-to-day life of

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every Filipino across all levels of our society. The occurrence
of communication technology around the world necessitates that
government get on a cohesive and coordinated strategy on how to
prepare its citizens to survive, live and thrive in a digital
world. The main objective of the paper is to have a competitive
society where everyone has a reliable affordable and secure
information access in the Philippines.
Local literature
Locally grown food is gaining popularity and increasing its
prevalence hold potential for broad social, economic and
environmental benefits. Season extension technologies such as
hoop houses offer a solution to limited growing seasons. A major
constraint in many areas, enhancing efforts to supply locally
grown food. This paper discusses research conducted at three
Michigan farmers’ markets, location where Michigan farmers
utilizing hoop houses currently sell their produce. The research
measures consumers’ willingness to buy local produce at extended
season markets using a set of four complementary methods: dot
poster surveys, written surveys, focus group and experimental
auctions. Building upon prior research on attributes that create

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value for local foods (spatial proximity, food quality and
relationship between farmers and consumers), our results inform
farmers’ choice of marketing mix. We find consumers willing to
pay a premium for large quantities of locally grown produce,
with many placing highest value on products grown in Michigan.
We conclude that extended season farmers’ markets supplied by
hoop house grown produce create an opportunity for farm
viability and further development of the market for locally
grown food.
REVIEW OF RELATED STUDY
Gaebler ventures (2001-2015) technology is ch
anging the way small businesses market their products and
brands. The on-ramp for using technology to promote your coconut
products business but is also anchor point for your
technological strategy. Savvy entrepreneurs target customer
loyalty as a cornerstone of strategic planning. There is no
substitute for being able to speak convincingly about your
coconut products in a coconut products business. Small product
details translate into key value propositions which are critical
for distinguishing a coconut products unique characteristics,
you’re messaging-and will revenue stream-will suffer.

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Foreign Study
This study explores the competitive strategies of foreign
ventures in underdeveloped countries with the particular case
study of Tanzania. Factor analysis was used to determine
underlying measures of marketing strategies and the environment
facing foreign ventures in Tanzania. These measure were then
subject to cluster analysis. Successful firms were found to be
relatively independent from the control of their parent company.
They were also found to offer highly differentiated product at a
premium prices with more emphasis on promotions and many
channels of distribution. Unsuccessful firms were found to be
highly controlled by their parent companies with a tendency to
offer lower prices with less emphasis on promotion.
Factor of competitive marketing strategy they don’t need to
offer highly product at premium promotion. Because this will
cause unsuccessful. If the price is right they will have more
customer.
Foreign Study
Marketing strategy represents a key element of success for
organizations. Executing an effective marketing strategy is just

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as important as conceptualizing and creating it. Through
marketing strategy implementation firms employ scarce resources
through marketing capabilities in order to attain the set goals
and targets. In order to illustrate the value of marketing
strategy and the process of implementation a detailed literature
review as performed. A total of studies on the topic of
marketing strategy have been examined. The meta-analysis
uncovers two distinct but relate feature to marketing strategy
decisions and marketing strategy decision implementation. The
literature also suggest there is a relationship of marketing
strategy, and marketing mix elements on organizational
performance, and emphasizes a further need to perform conceptual
and empirical studies. The originally value of the review lies
in the fact that marketing strategy has been analyzed both in
terms of its outcomes and as a process that does not yield
satisfactory results without effective implementation.
Foreign Study
This study investigates various dimensions of competitive
advantage and other factors as determinants of handoffs four
types of growth strategy in an export marketing context.
Multivariate discriminant analysis results show that top

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management vision and commitment, and international market
aspirations are the two key factors that discriminate firms
involved in different international marketing activities and
growth strategy.
Local study
This study examines the marketing strategies of companies
originating in small and open economies as they expand into
foreign markets. It distinguishes two major globalization paths
(that of born global and that of globalizing internationals),
contrast them with traditional internationalizes, and describes
their characteristics. It then outlines a framework and
hypothesis regarding the marketing strategies used in foreign
expansion and examines them empirically in the information and
communication technology field. The authors examine two
important strategic marketing issues: the breadth of product
offering and the standardization of marketing strategies across
countries. The empirical results show that foreign expansion
path, foreign business experience, and external globalization
pressure have an impact the selection of marketing strategies.
The study also finds that the fit between these contextual
factors and the standardization of marketing strategy has a

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positive effect on performance. The novel results regarding the
importance of foreign expansion paths in the selection of
marketing strategies have important amplifications for both
academicians and practitioners in the field of international
marketing.
The important strategic marketing issues the breadth of product
offering and standardization of marketing strategies across the
countries. Empirical result show foreign business experience
pressure impact on the selection of marketing strategy they need
to know how important the selection of marketing strategy that
have a positive effect on every performance of the business.
Soriano (2008) revealed in his study that the most notable among
the problems in marketing management of the small and medium
businesses in western tarlac is low price, followed by
unresponsiveness of the products to customer needs, no customer,
high promotional cost, stiff competition, and declining demand
because of the presence of many firms and continuous increase
prices products. Also, he concluded the retailing business in
tarlac are more of self-organized and are not being controlled
by bigger organization such as min branch or Mother Company.
They have good strategies when it comes to providing products to

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the customers. The businesses are also more of “customer and
business centered” because they purchase goods in large
quantities for their customers and for their concerned with
inventory control because that is the one of the factors that
determine their costs.
Local study
Low price of produce has always been a major lament in the
coconut farming industry. This is attributed to the long chain
intermediaries in the market structure that leads to low level
of market integration and high marketing margins of traders. The
promotion of vertical integration in the industry was one of the
Philippine government’s strategies towards reducing the number
of middlemen between producers and end-users and improving
product prices. In an integrated spatial market for agricultural
products, prices are ideally determined simultaneously in
different locations. In the absence of integration, price

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formation may be conveyed inaccurately and may distort producer
market decisions and may contribute to inefficient product
movement. Rivera (PCA-ZRC){Philippine Coconut Authority-
Zamboanga research Center} investigated the price formation,
market integration and market efficiency in the Philippines
copra and oil industries. This study covered ten regions to
explain the integration and dynamics of inter-regional markets
and to analyze the market level price relationship. Three
regions in Luzon (4A){Southern tagalog}, national capital region
(NCR and 5) another three in the visayas {6,7,8} {western
visayas, central visayas, eastern visayas} and four in Mindanao
(9,10,11,12) {western Mindanao, northern Mindanao, southern
Mindanao, central Mindanao} were included in the study. Copra
millers usually forged contract with us.

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Chapter III
Research Design and Methodology
In this chapter includes the various research method being
used in this chapter research design and techniques, way of
choosing respondent, the instrument being utilized, the data
gathering procedure, and the gathered research locale used by
the researchers.
Research Methodology
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Research methodology is the specific procedures or
techniques used to identify, select, process, and analyze
information about a topic. In a research paper, the methodology
section allows the reader to critically evaluate a study’s
overall validity and reliability. The methodology section
answers two main questions: How was the data collected or
generated? How was it analyzed? The methodology may include
publication research, interviews, surveys, and other research
techniques, and could include both present and historical
information.
Locale of the Study
The sto. Domingo National Trade School situated in Brgy.
Baloc, Sto. Domingo Nueva Ecija serve as a research locale of
the study.
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The Sto. Domingo National Trade School is a secondary public
school in Baloc, Sto. Domingo Nueva Ecija head by Dr. Cecille M.
Ocsan. The vision of the school is to be an institution that
prepares the school youth to cape the challenges of the fact
changing times of new millennium and emissions that every
graduate is morally upright responsible and productive citizen,
and the mission of the school is to produce quality graduate who
can relate to the world of work and as an individual who is
MakaDiyos, Makatao, Makabayan at Makabansa.
Research method
The method of research used in this study was quantitative
research. This method is a fact finding study with adequate

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interpretation of the finding, it describes how it. Described
the quantity or percentage, situation or any phenomena.
Research Instrument
The researcher prepared a set of survey that answered this
study problems. A survey checklist is the major instrument in
this study used to gather data and the answers of respondents.
The survey checklist was the main tool that was used in this
study. It is a research instrument consisting of series of
questions for the purpose of gathering information from the
respondents.
The survey checklist was composed of closed form questions,
in English language, where in the respondents were guided in
making their reply to the questions being asked.
Research design
Is the set of methods and procedures used collecting and
analyzing measures of the variables specified in the research
problem. The design used in this research is descriptive
research design.
The research make used of descriptive method of research in
conducting study on the Marketing Strategies in Selling Coconut

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Product. It identifies the common marketing strategies in
selling coconut product and what are the effective
strategies/coping mechanism adapted by coconut vendors to
overcome the Marketing Strategies in Selling Coconut Product.
Research procedure
The researchers preceded in their research by brainstorming
and sharing of thoughts and ideas. To make research better and
successful.
Sampling procedures
The procedure that is used by the researchers are selected
sampling techniques, in which they selected picked coconut
vendors near sto. Domingo National Trade school.
Analyzing Data
The researcher carefully and appropriately analyzed the
data with the help of statistician. For the researcher to make
an appropriate interpretation of the data from survey and
questionnaire that was conducted to coconut vendors.
Statistical treatment
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The data gathered were carefully analyzed, tallied, and of
the organized through the use of the following:
Percentage is used to determine the percentage of the occurrence
formula will be used.
Frequency
Percentage (&) = _______*100
Number of population
Where:
P or %- percentage
F – frequency
N – Number of respondents
Chapter IV
Presentation, Analysis and Interpretation of Data

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The data gathered from the descriptive method were
presented, analyzed and interpreted in this chapter to satisfy
the objectives of the study on the forms of tables. This chapter
was evaluated and based on the answers of thirty five (35)
respondents from the survey regarding to Marketing strategies in
selling coconut product in Baloc, Sto. Domingo Nueva Ecija.
1. Profile of the Respondents
Table 1 shows the frequency distribution and percentage of
the profile of the respondents in terms of their age, sex,
weekly income, and duration in selling coconut products.
Profile Indicator Frequency Percentage

15-18 6 17.14%
19-22 5 25.71%
Age
23-25 9 14.29%
26 above 15 42.86%
Female 27 77.14%
Sex
Male 8 22.86%
500 Below 6 17.14%
600 - 1500 17 48.57%
Weekly Income
1600 - 4000 10 28.57%
5000 above 2 5.71%
Duration of selling Years Frequency Percentage

coconut products 1 year 8 22.86%
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2-3 years 17 48.57%

4-5 years 4 11.43%
6 years 6 17.14%
Total 35 100%
Age
As shown in Table 1, fifteen (42.86%) or the majority of
the respondents were 26 years old and above, nine (14.29%) were
in between 23-25 years old, five (25.71%) were in the age of 19-
22, six (17.14%) were in between 15-18 years old.
Sex
Table 1 shows that twenty-seven (77.14%) respondents were female
while, eight (22.86%) of the respondents were male.
Weekly Income
As shown on the table, six (17.14%) of the respondents have 500
and below weekly income, seventeen (48.57%) or the majority f
the respondents have in between 600 – 1500 weekly income, ten
(28.57%) have 1600 – 4000 weekly income, two (5.71%) of the
respondents have a weekly income of 5000 and above.
How long the respondents have been selling coconut products

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As shown in the table the percentage of the thirty-five (35)
respondents trading coconut products within 1-6 years. It shows
that the vendors who were selling coconut products for 1 year is
eight (22.86%), seventeen (48.57%) or the majority of the
respondents are selling coconut products in between 2-3 years,
four (11.43%) were selling it in 4-5 years, six (17.14%) were
selling the product in 6 years out of 35 respondents.
Table 2. Coconut products sell by the respondents
Frequency of
Coconut product
Distribution Percentage
Juice 26 74.29%
Shake 5 14.29%
Oil 1 2.86%
Pie 2 5.71%
Others 1 2.86%
Total 35 100%
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The Table 2 shows that twenty-six (74.29%) or the majority
of the respondents were selling juice, five (14.29%) were
selling shake, one (2.86%) were selling oil and other coconut
products, two (5.71%) were selling pie.
Table 3. Marketing strategies in selling coconut product of the
Respondents
Marketing Frequency in
strategies in Distribution
selling coconut Percentage
product
Juice:
Direct selling 24 68.57%
Online selling
Free taste
Customer 1 2.86%
recommendation
Oil:
Online selling
Free taste
Customer
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recommendation
Shake:
Online selling
Free taste
Customer 3 8.57%
recommendation
Pie:
Online selling
Free taste
Customer
recommendation
Others:
Online selling
Free taste
Customer
recommendation
Total 35 100%
The Table 3 shows the result about respondent marketing
strategies in selling coconut product. Where the juice: customer

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recommendation, oil: direct selling and others: direct selling
has 1 or 2.86% and considered as the lowest to the percentage.
Then 2 or 5.71% of the respondents bracket pie: direct selling
and considered as the second lowest to the percentage. Next 3 or
8.57% of the respondent shake: direct selling and customer
recommendation. And lastly the 24 or 68.57% of the respondents
bracket juice: direct selling and consider as the highest
percentage.
Table 4. Difficulties encountered of the vendors
Difficulties Frequency of
encountered distribution
Percentage
Many competitors 18 51.43%
Spoiled 2 5.71%
Not enough 13 37.15%
stocks
Others specify 2 5.71%
Total 35 100%
The Table 4 shows the result about respondents difficulties
encountered. Where the spoiled and others specify has 2 or 5.71%
and considered as the lowest percentage. Then 13 or 37.15% of
the respondents bracket not enough stocks and second lowest to
the percentage. And lastly 18 or 51.43 of the respondents

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bracket many competitors and considered as the highest
percentage.
Table 5. Best-selling product of the respondents
Best-selling Frequency of
product distribution
Percentage
Online selling 0 0
Direct selling 35 35%
Free taste 0 0
Social media 0 0
platform
Customer 0 0
recommendation
Total 35 100%
The table 5 shows the result about respondent’s
best-selling product. Where the online selling, free taste,
social media platform, and customer recommendation has o% and

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considered as the lowest percentage. And lastly 35% of the
respondent’s bracket direct selling and considered as the
highest percentage.
Table 6. Marketing Strategies in selling coconut product be
described in terms of:
Marketing
in Selling
coconut
Product Juice Shake Oil Pie Others
1. What
coconut 2.56%
product do 26 74.29% 5 14.29% 1 2 5.71% 1 2.86%
you sell?
Marketing strategies
in selling coconut Direct Online Free Customer
product selling selling taste recommendation
Juice:
2. What marketing
strategies do you
use in selling 24 68.57% 1 2.86%
coconut product?
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Shake:
3 8.57% 3 8.57%
Oil:
1 2.86%
Marketing
Pie: in
strategies Many Not enough
Spoiled Others
selling coconut competitors stocks
product 2 5.71%
Others:
3. What 1 2.86%
difficulties do
you encounter in 18
selling coconut 51.43%
product? 2 5.71% 13 37.15% 2 5.71%
Marketing
strategies in
selling Social
coconut Online Direct Free media Customer
product selling selling taste flat form recommendation
4. What is
the best-
selling
product when
using the 0
following 0 0 35 35% 0 0 0 0 0
strategies?
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Chapter V
Summary of Findings, Conclusions, and Recommendation
This chapter presented the summary of findings, conclusions
and recommendation of the study conducted.
Summary of Findings
This study focused on marketing strategies in selling
coconut products. The selected 35 seller are the respondents of
the study located at Baloc, Sto. Domingo Nueva Ecija. The
researcher used checklist/questionnaire as the main instrument
of the study. The questionnaire was composed of 3 marketing
strategies that answerable by putting a check on the box
provided, and 1 question that is answerable by writing the best-
selling product.
Conclusion
In the light of the finding of the study, the conclusion
was drawn.
Based on the result of the research, there were 4
marketing strategies used by vendors but there was only 1 way
which got the highest and most useful strategies in attracting

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customers. Direct selling is one of the ways why customer buy
their product.
Recommendation
Based on the results of the study and conclusions, the following
recommendations were given.
1. Maintain a good relationship between you and your partner.
2. Give respect to your customer and be kind.
3. Add more strategies to sell more products.
4. Add more stocks of products and make enough “buko juice” to
avoid it spoiled.

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Sto.

Domingo National Trade School

Baloc,Sto.Domingo Nueva Ecija

Senior High School

According to Tim Burris (2017) a small business needs a

well develop marketing strategy in order to effectively market

and sell a new product? A written plan helps to identify

those needs a target price. Effective marketing plan set targets

with respect to the number of potential customers to be reached,

budgeted expenses and sales. Specific strategies involved

creation of a marketing mission statement, writing a product

description, performing market research, development of a

marketing budget and implementation of a product delivery plan.

Marketing strategies explain how the marketing function

fits in with the overall strategy for a business and once a

strategy has been identified then the business most develop an

this plan is the setting of marketing objectives.

This plan is the important for a business to set marketing

can measure more effectively the success or failure of their

marketing strategies and achieve these objectives.

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According to a study by Smart Insights (2015), 46%of brands

don’t have a defined digital marketing strategy yet and 16% to

the exposure and customers they could be simply because people

don’t even know they exist yet.

As a perquisite to the determination of marketing plans,

careful consideration should be given to defining the overall

role or mission of the business. Management most make realistic

and objective appraisal at internal company strength and

weaknesses. Strengths, weaknesses, opportunities and threats. Is

the content precise of step for marketing plan. The development

of marketing plans is the assessment of market and sales

potential. Once marketing objectives have been defined and

market potential has been assessed, consideration should be

given to the generation and selection of strategies. Broadly,

strategies encompass the set of approaches that the company will

use to achieve its objective. GOSPA stands for goals, objective,

strategies, plan and action. Using this process improve

communication, control, morale, measurement and performance

through a set of easy step. The should contain an outline of the

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control mechanisms that will be a applied. This should include

details of major objectives and key parameters in the

measurement of the degree of success in achieving the

objectives, enabling corrections and modifications to be made as

the plans unfolds. Several factors influence the planning

decision as to where to place emphasis with the promotional mix.

To be effective, sales activities needs to take place within the

contest of an overall strategic marketing plan. Only then can we

ensure that our sales effects complement, rather than compete

with other marketing strategies.

According to Neil Morgan (2018) marketing strategy as a

construct that lies at the conceptual heart of the field of

strategic marketing and is central to the practice of marketing.

It is also the area within which many of the most pressing

current challenges identified by marketers CMOS arise. We

develop a new conceptualization of the domains and sub-domains

of marketing strategy and use this lens to assess the current

state of marketing strategy research by examining the papers in

through 2017. We uncover important challenges to research-not