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_aAgoncillo,Charmaine Agtarap,Trixia Cunanan,Nina Monica Cunanan,Seychel Marie De Leon,Carlo Wyne Duhaylungsod,Ram Joseph and Jovero,Micca.
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_aStrategic Marketing Plan for Summit Publishing Company Inc /
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_cCharmaine Agoncillo, Trixia Agtarap, Nina Monica Cunanan, Seychel Marie Cunanan, Carlo Wyne De Leon, Ram Joseph Duhaylungsod, and Micca Jovero.
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_cFebruary, 2012.46
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_atext
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_aStrategic Marketing Plan: (BSBA msajor ni Marketing Management) - Pamantasan ng Lungsod ng Maynila 2012.
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_aEXECUTIVE SUMMARY: Summit Publishing Company Inc. is the leading magazine publisher in the Philippines, covering the widest market segments and having the largest market share among its main competitors, ABS-CBN Publishing Inc. and MEGA Publishing Group, in the information industry, with a developing consumer brand and growing customer base. Summit Publishing Company, Inc. aims to penetrate the company's products to the other untapped segments in the Philippines, which information industry oftentimes has lower penetration, while maintaining its competitive advantage. In order to grow a rate consistent with our objectives, we are creating new strategies that will capture our new target market, which is Filipinos who like K-Pop and Korean immigrants who decided to settle in the country. These strategies will be utilized to establish a circulation for the next three years operation. For the next three years operation, Php945.7 million recent sales and Php 12.9 million other income are projected to increase by 20% and 30% respectively. With its current market share of 38.9%, we aim an additional 15% at the end of three years. Through this marketing plan, Summit Publishing Company, Inc. is expected to remain as the leading publisher and win the market share over its main and other competitors.
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