1. 1. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 1 | P a g e Chapter I EXECUTIVE SUMMARY Marikina, dubbed as The Shoe Capital of the Philippines for its notable shoe industry and its citizens undeniable craftsmanship, had revamped itself to acquire the status of being a renowned city through one of its prominent locations The Marikina River Park. During the Spanish colonization, this well-known attraction served as a location for leisure activities and religious fiestas. The 20th century was a time of heavy industrialization. Due to the domestic and industrial pollution, illegal settlers, and structures built on the riverside all contributed to the sites further deterioration and extreme environmental contamination of the river. Despite the unfortunate condition of Marikina River Park, it still exemplifies what a responsibly operated government can do with great fortitude and strong political will. The city government used its own coffer to fund the parks renovation and further development. Under the leadership and management of Mayor Lourdes Marides Fernandos predecessor and husband, former Mayor Bayani Fernando, the city government introduced in 1993 the Save Marikina River Program, a river-cleaning program that involved clearing the river banks of all encroachments, both factories and informal settlers, reviving the quality of the rivers water by demanding water treatment facilities from industries, and establishing the river environment as sports, recreational and cultural centers. Most of the physical work involved in the cleanup done at the Marikina River Park had become the citys eco-tourism setting, complete with its 11-kilometer biking and jogging lanes, skating rink, picnic and play grounds, sports amenities,
2. 2. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 2 | P a g e amphitheater, floating stages, and more. In terms of the rivers support infrastructures, there were more access roads and wastewater treatment facilities developed. In the present time, this is a 220-hectare expansive area rehabilitated and converted into a sports and recreational park. There are various attractions Roman Garden, Chinese Pagoda, Kawayanan, Youth Camp, Animal Trail, The Philippines largest roller skating rink, Womens Park and the Senior Citizens Lifestyle Center. There are other amenities provided such as the 11-kilometer biking and jogging lanes, park benches, playgrounds, a gazebo, picnic grounds, a floating stage for events and a riverboat. There are also numerous bars, restaurants, cafs and clubs situated in the site. It is also a traditional venue for the Marikina Christmas Festival, which begins annually as early as October and when the park turns into the famous Marikina Night Market.
3. 3. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 3 | P a g e Chapter II CORPORATE CONNECTION As the present leader, City Mayor Del R. De Guzman ensures the continuous progress of Marikina River Park. He is an advocate of environmental sustainability, pro- people policies and reforms, and the maintenance and/or growth of the citys economic stability. He vigorously pursues programs that address key concerns under his 7K Positioning Statement: Health (Kalusugan), Education (Karunungan), Peace and Order (Kapayapaan at Kaayusan), Livelihood (Kabuhayan), Environment (Kalikasan), Housing (Katiyakan sa Paninirahan), and Good Governance (Katapatan at Makataong Paglilingkod); A new approach, a new atmosphere - one that respects and champions human dignity. This is what a new Marikina is positioned to be.
4. 4. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 4 | P a g e Chapter III ENVIRONMENTAL ANALYSIS AND FORECASTING This section is composed of the SWOT, competitive, product and customer analyses. A. SWOT ANALYSIS STRENGTHS Has a historicalvalue Known forits traditional ChristmasFestival Mostof its facilities still exist and availableforthe public A place forcultural activities, programsand events Accessible to the public Has a largespatial capacityto accommodatelargegroups WEAKNESSES Someare notawareof the site and how to accessit Budgetis limited forfurther improvementsand promotions Situated along thepolluted Marikina River There is no barrier between the parkand the river which may lead to accidents OPPORTUNITIES Has accessto other establishments:SMMarikina, Riverbanks The restorationof theMarikina River showcasestherich heritagewithin the city,which may lead to newand repeat visitors Possiblegeneration of funds andjobopportunities THREATS Situated in a flood-pronecity. Naturaldisasterssuchasthis lead to its deterioration With the fastexpanseof modern infrastructuresand growth of urbanity in the city, it facesa tight competitionwith otherwell-established and well- knownsites
5. 5. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 5 | P a g e B. COMPETITIVE ANALYSIS Due to the large number of rival companies and the diversity of services, it is necessary to make further evaluation. A competitor analysis is a technique applied to obtain information about a sites important competitors, direct or indirect, and use it to anticipate the competitors behavior while making better business decisions. The aim is to explore the competition environment, to know the way they measure themselves, their strategies to date, their major strengths and weaknesses, and how to influence competitor behavior to the sites advantage. Not all competitors are necessarily bad. Good competitors can absorb demand fluctuations, expand the market, increase motivation, and act responsively to the industry. As of today, Marikina River Park has no direct competitors, although its indirect competitors are as follows: Marikina Riverbanks Center: it is a mall and office complex located off of A. Bonifacio Avenue in Barangay Barangka, Marikina City, near the Marcos Bridge over the Marikina River. It is also offers a lot of commercial and office spaces, restaurants, food chains, and retail shops dot the entire mall, providing the commercial backdrop to attractions in Riverbanks Center. And it is a one of the major areas for Marikeos and tourist here in the City. Bonfire Grill: it is an amusement, bar and restaurant located in A. Bonifacio Avenue, Riverbanks Mall Marikina Metro Manila. SM Marikina: it is a shopping mall located in Calumpang, Marikina City, which is currently being rehabilitated and developed.
6. 6. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 6 | P a g e Marikina Riverbank Mall: is the haven for outlet stores for known brands. It is smaller than the Riverbanks Center. It is located in A. Bonifacio Avenue, Riverbanks Mall Marikina Metro Manila. C. PRODUCT ANALYSIS Marikina River Park is around 2 kilometers away from Marikina Riverbanks. Both places are also connected by a pedestrian path parallel to the Marikina River and it would take a 10 - 15 minute walk to get from one to the other. During the day, it serves as a bike and jogging path to several nearby residents. Health conscious people also form regular groups and exercise daily at the river park. Just beside the river park is a prominent statue of a lady and a ship. The Lady statue is popularly known as Marikit-Na, who in one legend is believed to be where the name Marikina was derived. The ship behind her used to be a floating restaurant but discontinued service after Typhoon Ondoy. During the Christmas season, the entire open lot of Marikina River Park is transformed into a bargain-tiangge area where hundreds of vendors put up stalls to sell all kinds of items in time for the holiday season. Marikina River Park is also known for its colorful and lively nightlife. At night, it suddenly becomes more alive with lights and sounds as several bars & restaurants are situated along the river side. The likes of bars, such as Bonchalet, Papajeks, East 53 and Enzimone, offer food, drinks and live entertainment until the wee hours of the morning. The river at night reflects the well-lighted pedestrian paths ideal for late night strolls at the park.
7. 7. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 7 | P a g e There are many other activities that visitors can enjoy jogging, skating, biking, walking, eating, sightseeing, etc. D. CUSTOMER ANALYSIS Marikina River Park is located at the left side of SM Marikina and runs alongside a portion of the 27-kilometer Pasig-Marikina River. It takes a few minutes of walking to reach the site. The site is accessible to any type of visitor families, cliques, budget conscious people, tourists, couples and students.
8. 8. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 8 | P a g e Chapter IV SEGMENTING AND TARGETING Marikina River Park is accessible to the public market for them to enjoy and experience anything that it has to offer. Some of the target markets that benefit the site are as follows: MARIKINA RIVER PARK
9. 9. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 9 | P a g e Families: River Park serves as a place for families to enjoy and bond together. They may have picnics, outdoor games, sightseeing and other activities. Cliques: whether it is a group of friends, co-workers or any collection of people who like to enjoy doing things together, they may choose visiting the site, because it is surrounded by restaurants, bars, picnic areas, biking lanes, and other establishments for them to access. Budget Conscious People: for those who want to spend a little and save more, the River Park is the right place for them to visit. The site offers a wide variety of quality products and services at very affordable prices that conform to their budget. Tourists: travelers benefit directly to the site, because Marikina River Park is one of the well-known attractions in the city. Couples: the River Park can also be a place for romantic and passionate lovers. Students: the site may also benefit those who undergo academic programs, because the site has some historical value and is essential to the city itself.
10. 10. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 10 | P a g e Chapter V NEXT YEARS OBJECTIVES AND QUOTAS As part of the aim to promote and regenerate the beauty of Marikina River Park, the following objectives and quotas are created for the next year's operation to generate a new image for the park: Prevent deterioration by the maintenance and enhancement of its facilities. Provide damage assistance when affected by natural calamities such as floods. Provide more recreational opportunities for visitors by building new hubs or centers for events and activities and by considering their preferences. Encourage visitors to donate to established programs, which provide financial assistance for the preservation and development of the Marikina River Park Cooperate with organizations that support environmental sustainability and to interact with historical agencies for the purpose of protecting and enhancing its historical and environmental value for present and future generations. Encourage volunteerism. In recognition that Marikina River Park resources, both human and financial, are limited, it is necessary to seek volunteers in assisting with the provision for the park and its recreation. Maintain secure and reliable facilities in an efficient and most effective manner. Additional Security for the safety of the tourist Increased number of new and repeat visitors Quarterly image enhancement of the park Develop a safe welcoming and accommodating park.
11. 11. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 11 | P a g e Chapter VI ACTION PLANS: STRATEGIES AND TACTICS An example of the researchers marketing strategy is the utilization of the tagline: Maganda Rito Parati, Masaya Rito Parati. This means that Marikina River Park offers a wide variety of appealing facilities that meet and exceed the standards of its visitors. It is also a venue for activities and attractions that suit the visitors preferences. Another form of strategy is using the power of media. #MRP is posted with sets of pictures and videos to promote the tagline and even the site itself. Other strategies are listed below. A. SUCCESS STRATEGY M EET AND EXCEED EXPECTATIONS A DAPT TO CHANGING TRENDS R ECKON WITH RISK I NNOVATE TO STAND OUT K NOW THE MARKET I DENTIFY COMPETITORS N URTURE STAFF A DVERTISE ON SOCIAL MEDIA B. SERVICE STRATEGY R ECRUIT HIGH-POTENTIAL EMPLOYEES I MPROVE CUSTOMER EXPERIENCE V ISUALIZE AND DELIVER E DUCATE PERSONNEL R ENDER QUALITY SERVICES WITH RESPECT
12. 12. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 12 | P a g e C. RECOVERY STRATEGY P RIORITIZE COMPLAINTS A NTICIPATE POTENTIAL PROBLEMS R ESPOND, DONT REACT K NOW POSSIBLE SOLUTIONS
13. 13. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 13 | P a g e Chapter VII RESOURCES NEEDED TO SUPPORT STRATEGIES AND MEET OBJECTIVES The usage of action points or strategies plays a big role in meeting goals, such as promoting and conserving Marikina River Park. To attain these goals, resources are needed in supporting the courses of action to be taken. The resources are grouped in several categories: Human resources: existing staffing resources and changes required to resources Financial resources: existing finance funds and ability to raise new funds Physical resources: production and marketing facilities, technology Intangible resources: goodwill, reputation, brands
14. 14. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 14 | P a g e Chapter VIII MARKETING CONTROL The control function is of high importance to the marketing plan, as it does not only manage and evaluate activities, but it assists in identifying needed adjustments and in setting guidelines to achieve marketing objectives and quotas. The following action points aid the control function: Review marketing and sales activities regularly throughout the year Redirect any parts of the marketing plan that are not aligned with the goals Update strategies periodically to meet the needs of a changing environment, including new opportunities and emerging opposition to the applied tactics Monitor performance of any promotional activities Profile the competition and identify the sites competitive advantage Evaluate the effectiveness, completeness and accuracy of the proposed strategies Assess employee performance
15. 15. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 15 | P a g e Chapter IX PRESENTING AND SELLING THE PLAN Create a communications strategy. The goals is to sell the products and services by creating awareness, delivering information, educating the market and advancing a positive image. Offer complementary products and services. This considers the other needs of tourists that visit the site. Advertise the park through sales promotion techniques, such as utilizing online advertising, launching contests and events, leafleting and installing promotional stalls. Create a promotional video that utilizes the tagline: Maganda Rito Parati, Masaya Rito Parati and the media movement #MRP. A miniature of the Marikina River Park will also be presented with the presentation.
16. 16. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 16 | P a g e Chapter X APPENDICES/PREPARING FOR THE FUTURE A. APPENDIX A SURVEY QUESTIONNAIRE SAMPLE DISCLAIMER: This survey is based on a marketing plan aiming to promote the Marikina River Park. A questionnaire is constructed by the researchers from Our Lady of Fatima University for the partial fulfillment for the degree of Bachelor of Science in Travel management. Please feel assured that your anonymity and the information you will give will be treated with the strictest confidentiality. CONSENT: I have read and understood all the information written above. My participation in this survey is voluntary and I am willing to share necessary information. Instructions: Please complete the following questions to reflect your opinions as accurately as possible to answer factual questions to the best of your knowledge. Encircle the letter of your answer. Age: Gender: Status:
17. 17. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 17 | P a g e Where did you hear about Marikina River Park? I already knew it. Internet Friends and relatives Books and guides Other: _______________________________ Is this your first visit to this tourist destination? Yes No (How many times have you visited in the past: _____ ) By which means of transport did you come to Marikina River Park? Private car Jeepney Taxi/FX Tricycle None Do you think Marikina River Park is worth visiting? Yes No What are the main reasons for your visit to this tourist destination? Rest and relaxation Attending an event or form of education
18. 18. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 18 | P a g e Fun Sports and recreation Religious reasons Other: _______________________________ Who is accompanying you on your current visit to this tourist destination? No one Partner Family and/or relatives Friends Co-workers Others: _______________________________ Which one do you prefer? Marikina River Park during daytime Marikina River Park during nighttime Do you visit MRP often? Yes No Do you think the Marikina River Park night market should be available all year round? Yes No
19. 19. Our Lady of Fatima University - Antipolo Campus College of Hospitality and Institutional Management Bachelor of Science in Travel Management 19 | P a g e B. APPENDIX B DIVISION OF LABOR Aldon: Segmenting and Targeting, Next Years Objectives and Quotas, Prop making, Miniature for Presentation Bonifacio: Competitive Analysis, Product Analysis, Prop making, Miniature for Presentation Castrudes: Prop making, PowerPoint Presentation, Printing Monleon: Prop Making, Miniature for Presentation Moton: Prop Making, Miniature for Presentation, Printing Noleal: Presenting and Selling the Plan, Prop Making, Miniature for Presentation Policarpio: Customer Analysis, Next Years Objectives and Quotas, Prop Making Quijano: Prop Making, Survey Questionnaire, Miniature for Presentation Rempillo: PowerPoint Presentation, Printing Sitchon: Prop Making, Miniature for Presentation Soriano: Overall editing, Promotion video directing, Promotion Video Script, Prop Making, Miniature for Presentation, PowerPoint Presentation Ty: Resources Needed to Support Strategies and Meet Objectives, Prop Making Miniature for Presentation Usi: Prop Making, PowerPoint Presentation, Printing