Japan as a proposed market for Philsports Garments Company, Inc.

• Main Authors: Jugo, Jose Juan, Juliano, Mara Giselle, Midel, Aileen Gay, Reyes, Lyden Matthew P.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16922
• Institution: De La Salle University

The proponents of this study intend to present a marketing plan for Philsports Garments Company Incorporated, an exporter of garments to the United States and Europe. This marketing plan will explain to management that in an industry with such market concentration, certain foreign free-trade agreements particularly the North American Free Trade Agreement pose as a threat to their industry in both the micro and macro perspectives. It will then discuss that it is in line with the industry's long term export strategy of product and market diversification for Philsports to have an alternative market for its products to be able to prepare for the long-term impact of NAFTA's implementation. This plan will explain its recommendation of having Japan in particular as an excellent potential market for the company. It will expound on the concept that Japan does not belong to any trading bloc and that at present, her government is exhausting efforts to encourage importation to level-off an economic imbalance, when all others are promoting exportation. The fact that Japan is a non-quota country will also be presented to management as a strong reason for this consideration. This paper will involve: 1. an analysis of the current marketing situation, discussing the qualitative and quantitative descriptions of the industry. 2. a review of the company's products, discussing its segmented markets, positioning and performance in the market. 3. a SWOT Analysis a presentation of the opportunities and threats in the environment in which the company competes, as well as the strengths and weaknesses of the company in terms of management and internal functions and resources. 4. a marketing strategy the researchers will discuss their proposed marketing strategies which include pricing, promotions, distribution and product development tactics in detail. Investment plans will be included, to enable the company to approximate the amount of added investment they need to penetrate the Japanese market, and the profitability estimation of this marketing plan. This paper will terminate with a strict evaluation of results this marketing plan is expected to bring about. All the abovementioned will relate the study back to the importance of having Japan as a choice for an alternative market for the company. The researchers will discuss their marketing plan in the context of their goals and objectives for Philsports Garments.