ASSESSing THE MARKETING MIX OF SELECTED DAY CARE CENTERS: TOWARDS AN EFFECTIVE MARKETING STRATEGY
Presented to the Faculty of the
College of Business Administration
TRINITY UNIVERSITY OF ASIA
In Partial Fulfilment of the
Requirements for the Degree of
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
MAJOR IN MARKETING MANAGEMENT
Bringas, Kurt Adam
Chua, Maggi O.
The Problem and Its Background
A day care center is the care of a child during the day by a person other than a child’s parent or legal guardian, typically performed by someone outside the child’s immediate family. Day care is typically an ongoing service during specific periods, such as the parents’ time at work. The service is known as child care. Day care centres are an easy target because they're the most institutional form of childcare, but this quality can work in their favour too: They're usually regulated, offer a structured setting, and care is well-supervised. Experts say this arrangement can work well for children of any age as long as the center is of high quality. In our country, there is an existing Republic Act 6972 which is “An act establishing a day care center in every barangay, instituting therein a total development and protection of children program, appropriating funds therefore, and for other purposes”. This republic act aims to defend the right of the children to assistance, including proper care and nutrition, and to provide them with special protection against all forms of neglect, abuse, cruelty, exploitation and other conditions prejudicial to their development. This act was approved in Nov. 23, 1990.
Background of the Study
We, the researchers of this study, have decided to choose this topic for our thesis because we believe that each child has a potential, and we’d like to help them develop it from their very young ages. Having this topic would make us more familiar with caring for children and even right parenting. Aside from that, our topic also relates to the marketing mix of a day care center, also since it’s the core of our knowledge as marketing students.
Studying the marketing mix and assessing the current effectiveness of the marketing mix of businesses (the selected day care centers) will benefit us if we choose to venture into a child care business or if we will work in a business involved in marketing child care services and the likes.
In this study, we have gathered information that reveals the origin and modern day qualities of a day care center.
It is interesting to see how the history of day care centers has developed day care centers through the years. From 1950s, according to a Philippine Presentation, day care centers in the Philippines have actually been decided by non-Filipinos, affecting all Filipino children.
We have chosen the Marketing Mix model, also known as the 4Ps, as our theoretical framework. As the study focuses on the marketing aspects of the involved companies, it is important and an obvious choice to rely on the 4Ps model.
Elements of the marketing mix are often referred to as the “Four Ps,” a phrase used since the 1960’s. Product – it is a tangible or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service-based like school industries, tourism industries, or codes-based products like cellular phones and credits. A less obvious but ubiquitous mass produced service is a computer operating system. Teaching also need to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a...
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