Strategic marketing plan 2017 Brother / Roselayne G. Alac, Mary Christine V. Aloro, Danielle Maika A. Florante, Alexelle Mae C. Jalimao, Ma Mara Jane C. Jandoc, and Angela Rose Sikat. 6

Strategic Marketing Plan (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila 2017. 56

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EXECUTIVE SUMMARY: Brother International Philippines is a sales company that offers wide variety of printers to household consumers and businesses that would cater the said markets needs. Our customers are households and businesses that seek highly quality, and durable printers that could give them the most value for what they are willing to pay. This strategic marketing plan is developed to guide the company for the next five years striving for growth in the hardcopy peripherals industry. In the Philippines, hard copy peripherals industry has seen a decline in terms of shipments in the beginning of 2016 but is expected to grow by almost five percent at the end of the year according to International Data Corporation, a market analysts. The decline is mainly because of the shift of the market to mobile devices such as mobile phones and tablets. Hard copy peripheral industry in the Philippines har four major players. Epson is currently the leading brand, followed by Hewlett-Packard, Canon and Brother respectively. Brother printers strengths are the product quality and durability while its weaknesses are having premium price, lack of promotions and physical stores compared to its competitors. We conducted a market research to have a glimpse of what the market needs and wants to be and it showed that quality, durability and after-purchase service are what drives the consumer market to buy a printer while in the business market, technical support customer service and total cost of ownership are the biggest considerations. With these data, objectives and strategies are defined. The company's long-term objective is to increase net profit by two percent annually for the next five years; the marketing objectives are to increase sales by two percent within a year, to improve customer satisfaction and to create customer awareness of the brand while the financial objective is to maintain the revenue growth rate of ten percent annually for the next five years. Strategies are guided by these objectives. For the consumer market, our product strategy is augmenting the value of Brother printers in the consumer's mind by increasing the span of warranty to three years. Place strategy is improving the information flow among the distribution channels using EDI. Price strategy is using a value-based pricing that will be reasonable to the market. Promotion strategy is to attract-customers. This will be done through advertising the product in different media platforms. People strategy is ensuring that the employees are well-equipped when it comes to team management, decision-making, technical support and customer relationship management through conducting seminar and trainings. The physical evidence and process are in status quo. In business market, the promotion strategy is using a pull and push strategy to attract business customers. Push strategy will be executed by joining exhibit while pull strategy will be implemented through print and advertisements. The people strategy is the same in the consumer market which is ensuring that the employees are well-equipped when it comes to team management, decision-making, technical support and customer relationship management through conducting seminars and trainings. There will be no changes in the product, place, price, physical evidence and process strategies.

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