Omnibus Business Center

• Main Authors: Gonzalez, Patricia V., Pinto, Patricia V., White, Yvette N.
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16913
• Institution: De La Salle University

The very key to the success of a product clearly lies on its marketing program and its implementation. Whether it be a large of small enterprise, the value of such a plan cannot be disregarded in trying to achieve the company's goal and objectives. Omnibus Business Centre, Inc. has long catered to a limited clientele, relying on direct marketing and referral schemes to reach it's targeted market. This has resulted to a weak brand awareness. As such, this marketing plan was designed and developed to position the firm as the best business center in the industry in terms of facilities and customer service. Its short term objectives include increasing their total monthly sales growth by at least 20% through an increase in occupancy rate in both the identity plan and office spaces by 39.8% and 25%, respectively, which would bring about a 68% sales growth in rent and an increase in revenue generated by services by 70% from 1992 to 1993. An increase in rental fees by as much as 60% would facilitate this increase in revenue. On the other hand, long term objectives include sustaining an annual growth of at least 10% in profit, maintaining at least a 30% annual growth in clientele and to be able to establish a favorable image for Omnibus Business Centre, Inc.. How are they going to achieve this? Generally, their marketing mix was further improved to try to maximize their efforts and minimize their costs. Specifically, this included the development of better customer service focusing on the firm's unique selling proposition and the possession of highly technical facilities. Furthermore, sales and distribution policies were developed so as to market OBCI's services more extensively. A network of so- called tie-ups (hotels, embassies and various organizations) is going to be developed. Eventually demand will increase not only for office space rentals but also for other office related services which has a high profit margin. Though advertising is very costly, it has quite an impact in generating new accounts and will hopefully increase customer awareness to 80% of the target market. An investment of P335,604 would facilitate this. This plan includes an advertising scheme for the firm which will only utilize one media-PRINT. Promotional activities were also prepared in order to increase sales in other office related services which should be marketed more extensively. These activities were strategically scheduled to achieve the firm's desired results. Approximately, the firm has to invest P 800,000.00 in implementing the plan. This said amount includes product improvements and customer service development expenditures, sales and distribution expenditures, and advertising and promotional expenditures. Also, a projected Profit and Loss Statement for the next two years is provided as to be able to support targeted profit contributions which can be expected. For the year 1993 a profit of P 946,280.79 is expected. Finally, the said plan contains a schedule of activities to provide management the guidelines for continuing support projects and investments for OMNIBUS BUSINESS CENTRE, INC..