Department of Education

Region VII, Central Visayas

City of Bogo Science and Arts Academy

Cogon Bogo City, Cebu

School Year 2019-2020

Effects of Marketing Strategy to the

Performance of the ABM Hub

Research Proposal

Presented to

The Faculty of Senior High School Department

City of Bogo Science and Arts Academy

Cogon, Bogo City, Cebu

In Partial Fulfillment of the Requirements

For the Grade 12 Senior High School Students

Of First Semester S.Y. 2019-2020

In Practical Research 2

by:
Shane Lee Demana
Francine Leonie Goilan
Neil Montesclaros

Dindi Perino
Angelene Retuya
Jesusa Ron Sevilla
Petrelia Salimbangon
Richmon Yee
Dedication
Acknowledgement
Abstract
Table of Contents
 CHAPTER I

INTRODUCTION

Background of the Study

Growing a business isn't easy. First, you need a viable idea. From there, you

need to discover a profitable niche, define a target demographic and have something of

value to sell them. Whether you're peddling products, services or information, getting

the word out has become increasingly tough. And without the right marketing strategies

to fuel your growth, churning a profit and staying afloat is virtually impossible (Adams,

R.L., 2017).

Marketing strategy is one of the most important area that needs to be carefully

examined by the corporate. A sound marketing strategy becomes imperative. Marketing

strategy is commonly defined as a strategy employed by a firm to attain its marketing

objectives, which in turn is related to the achievement of the firm’s business objectives.

Simply put, marketing strategy is the game plan of the entrepreneurs that address

matters of product/service price, distribution, communication, and the process of new

product development. The adaptation of any strategy as stated by Nanda & Khanna

(2011) depends much on factors such as management style and experience of the top Commented [U1]: Cannot be found in Bibliography

management, age of the institution, economic environment, and regulations. Generally,

it can safely be identified whether a particular business is a market leader, challenger,

follower and nicher by identifying its vision, mission, objectives, and marketing
strategies. Businesses should focus on effective market practices to create brand

awareness among its consumers.

For the meantime, the entrepreneurs are using only one strategy which is the

business-to-customer strategy. The marketers are doing room-to-room visits endorsing the Commented [U2]:

products for sale, in each of the the sections of all the strands in the school with the purpose that

the customers can buy snacks with little effort and without going outside their classrooms. Also,

the entrepreneurs noted that there are competitors outside and inside the school parameters, this

is why the entrepreneurs decided to bring the products to the customers directly in hopes to gain

better competitive advantage.

Lin and Chen, (2008) defined Competitive advantage as a factor or combination of Commented [U3]:

factors that make an organization more successful than other organizations in a competitive

environment and cannot be easily emulated by its competitors. Strategy (specially marketing

strategy) is related to competitive advantage mutually. In one hand competitive advantage is a

base or an essence for formulating strategy, in the other hand, formulating strategy is to create

and sustain competitive advantage in the line of organizational objectives.

Previous studies related to this study did not investigate the effects of marketing

strategies to the performance in sales, they merely discussed the importance of

marketing practices, while some of the previous studies focused on the buying

behaviour of the consumer with regards to the marketing practices implemented by the

business. Upon realizing the gap, the researchers decided to conduct a study regarding

what is the effects of marketing strategies and how it may come to affect the business's

sales. This study aims to address the gap presented.

success. Choosing an effective strategy requires knowledge of what various alternative

marketing strategies exist and understanding how they work under varying

environmental and organizational conditions.

Effective marketing strategies are the key to frontline sales performance.

Marketing strategy allows firms to develop a plan that enables them to offer the right

product to the right market with the intention of gaining competitive advantage.

With competition growing daily, it is increasingly important to exercise good

marketing management skills. Without a basic marketing plan, there is simply no way to

determine whether the demand you have come to depend on today will be available to

you tomorrow. Implementing simple but fundamental measures such as marketing

strategies can make a positive difference in day-to-day sales.

Scope and Limitation

This study deals mainly with the effects of marketing strategy presently used by

the entrepreneurs to the sales of the business. It seeks to know the effectiveness of the

marketing strategy used by the entrepreneurs. This study is only good for 4 months and

the entrepreneurs of the business will be covered as the respondents of the study,

specifically, the leaders in each groups will be taken to represent the population.

Significance of the Study

strategy to the sales performance of the business and how it may help the

entrepreneurs. The beneficiaries of our study are:

First, the current entrepreneurs will know the effectivity of their presently used

strategy and how they might improve and enhance their performance to better sell their

products.

Next, It will enable the future entrepreneurs to know what marketing strategies

are much more effective in increasing profitability of the business and think of new

strategies they could adapt or use, should the presently implemented strategy prove to

be not much effective.

Lastly, future researchers that will want to study about marketing strategies

related topics can use this as their reference guide in making their research.

Statement of the Problem

This study aims to determine the effects of marketing strategy to the performance

in sales of the ABM Hub.

General Problem:

What are the effects of marketing strategy to the sales performance of the ABM

Hub?

Specific Questions:
Furthermore, this study aims to answer:

1) How effective are the marketing strategies used by the Abm Hub in comparison

to the one used by the competitors in terms of sales revenue genarated daily?

2) How effective are the marketing strategies used by the inside competitors

compared to the one used by the Abm Hub in terms of sales revenue genarated

daily?

3) How does the strategies affect the sales performance of the business and the

competitors?

Statement of Hypotheses

Research Hypotheses

Alternative Hypothesis

1) Marketing Strategy has no effects to the Performance of the ABM Hub.

Null Hypothesis

1) Marketing Strategy can affect the Performance of the ABM Hub. Commented [U4]: Revised….

Definition of Terms

Entrepreneurs - this refers to the marketers of the Abm Hub.

School - this refers to the City of Bogo Science and Arts Academy-Senior High School

Business - this refers to the Abm Hub.

Websites

Adams, R. L. 2017. Marketing Strategies to Fuel Your Business Growth. September 12.

https://www.entrepreneur.com/article/299335

Lin, M.J.J. and C.J. Chen, 2008. Integration and knowledge sharing: Transforming to

long-term competitive advantage. International Journal of Organizational Analysis