Strategic Marketing Plan for Gas and Beyond

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A thesis presented to the Graduate School of Business Holy Angel University, Angeles City

In partial

fulfillment

of the requirements for the Degree Master of Business lvlanagement

JrrS.#r*

NIay2017

STRATEGIC MARKETING PLAN FOR GAS AND BEYOND

ABSTRACT

The strategic marketing plan was intended to improve marketing strategies

of

Gas and Beyond.

This

study was conducted

to aid

the management

of

Gas and Beyond

to

serve as a roadmap

for

the strategic

marketing activities it aims to

^pursue.

This may help the

company accomplish good financial condition and be the leader

in

the local LPG industry. Gas and Beyond must be able

to

position the company

in

the

market considering the number of

established competitors.

After

thorough investigation

and

data analysis,

the

researcher

was able

to

identify the internal and

external factors

that

concern

the

company.

Likewise, the researcher formulated different strategies after presenting the

following

Competitive

Profile Matrix

(CPM), EFE

Matrix,

Mission

and Vision

Analysis,

IFE Matrix,

Financial Ratios,

SWOT

Analysis,

Internal Analysis, External Analysis, TOWS Matrix,

Quantitative

Strategic Planning Matrix (QSPM), Strategy Matrix.

Specific recommendation were drawn

to

meet the

following

objectives, Increase Customer Loyalty, Increase Brand Awareness, and Increase sales

by

^l0o/o,

l1Ya

and 20%.

It is

important

for

the company

to be

able

to

^grow

in

terms

of

sales and even market share. The employees

will

^play abig role

in

terms

of

the company's operations and the way they relate

to

their customers. One

of

ths best way

to

^pirornote the conrpany is through its people, since they are the one

who

deal directly

with their

customers.

Very important that before the

company

even tries to satisfy

the customers

it

should start with satisfying its employees first.

Keywords: Internal Factcrs, External Factors, Customer Loyalty