RATIONALE OF THE STUDY
The value of an Effective Marketing Strategy is undeniably an essential part on having a business; this would determine what are the things needed to be done in order in order to accomplish the establishment goals.
According to (David Aaker, 2008) he defined marketing strategy as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. In other words, creating or developing a marketing strategy is not an easy task for the establishment’s management it would take an in depth analysis and consideration on the establishment’s resources and full and effective efforts of its staff and also the changing trends on the market in order to create or apply and efficient and effective marketing strategy that would contribute to the establishment’s goals. Hence, constant evaluation on the marketing strategies used by establishments is required in order to keep it in line with their establishment’s goals and to show that the establishment competitively exists in the market. In addition, adequate knowledge and managerial skills towards marketing is required in order to achieve desirable consequences.
SIGNIFICANCE OF THE STUDY
This study will help the establishment’s management, on creating and applying effective and efficient marketing strategy on their establishment based on the thorough analysis of their resources and marketing environment on accomplishing their goals. This study will also help the local government unit of the City of Mati on increasing tourist population as well as the income of tourism on the locality by basically reviewing the key components of this study and most of all, it would give an idea or guide potential international or domestic investors on what are the things they needed to do in order invest on the resorts market in the City of Mati. OBJECTIVES OF THE STUDY
The general objective of this study is to assess the effectiveness of marketing strategies used by resorts in the City of Mati. Specific objectives
1. To investigate whether the establishment has its own written marketing strategy. 2. To determine how well their marketing strategy performs on the market by interpreting the collected data from the establishment 3. To conclude whether the establishment existing marketing strategies used is congruent with their establishment goals.
SCOPE AND DELIMITATION
This research focuses only on the assessment on the effectiveness of the marketing strategies used by beach resorts in the City of Mati. Blue Bless Beach Resort, Cinco Masao Beach Resort, Gregorio Beach Resort, Kanakbai beach resort and Pacific Breeze Beach resort were the chosen establishments to conduct this study. THEORITICAL FRAMEWORK
Figure. 1 Assessing Marketing Strategy Performance
(Moorman and Lehman, 2004)
In Figure 1. The concepts shows a complex explanation on assessing marketing strategy performance which tells about the in depth consideration of Internal Firms Resources and Capabilities and Environment on developing a marketing strategy, its direct link to the firms performance. CONCEPTUAL FRAMEWORK
Figure 2. Assessing Marketing Strategy Performance (Simplified) In figure 2 the concepts shows the big influence of firm’s resources and environment (antecedent variable) towards the creation or implementation of marketing strategy (dependent variable) and its direct on effect firm’s performance (independent variable). However, this framework emphasizes the great importance of the two antecedent variables unto the creation of the dependent variable. DEFINITION OF TERMS
1. Marketing – is a study in which how and what would the establishment/firm would be able to do in order fulfill the needs and wants other their clients. 2. Firm Resources – is the ability and capability of the firm/establishment...
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