Strategic Marketing Plan for Italfil

(1)

HOLY ANGEL UNIVERSITY

Angeles City

A

Business Research Presented to the

Graduate School of Business

Holy

Angel University

. In Partial

Fulfillment

Of the Requirements for the Degree Master of Business Management

Submitted bv:

;;itlJ:#?-

October,2009

(2)

HOLY ANIGEL LINIVERS ITY

Strategic Marketing Plan I

STRATEGIC MARI(ETING PLAN FOR ITALFIL

Arceli M. Basi

Abstract

The study was able

to

determine the external and internal environment of Italfil that led to the formulation of a three year strategic marketing plan. The marketing plan focuses on the achievement of its objectives which is to increase sales by 25%

in 2010, 30o/o in 201

I

^and^35o/oⁱⁿ2012. Descriptive research was used through interviews with management, industry data gatherings, and SWOT analysis. The result

in

the SWOT analysis was used

to

establish the current condition

of

the company and help in the formulation of strategies towards the

attainment

of the objectives. A time

frame

for

the implementation of the strategies and tactics is also prepared to help the company realized its goals with the targeted dates.