Department of Legal Management

College of Arts and Sciences

San Beda College

In partial fulfillment of the requirements for Marketing Management
Executive Summary, Situation Analysis and Marketing Strategy of the
Juris-Semperfi Attorneys at Law
Submitted to:
Prof. Lalaine B. Divinagracia
Submitted by:
Juris Briones
Arvin Carl Salonga
Gerald Nuez
Raymond Medina
Danielle Velasco
1) Executive Summary
Juris-Semperfi is a new law firm in the Philippines established by five
lawyers with different specialty at law, namely Atty. Juris Briones,
Atty. Arvin Carl Salonga, Atty. Raymond Medina, Atty. Gerald Nunez
and Atty. Daniel Velasco. Juris-Semperfi law firm offers legal services
to all who are in need of it, whether natural, or juridical person.
Our clients are citizens and corporations in the Philippines primarily
people who are in need of legal assistance in our society nowadays.
Juris-Semperfi offers a variety of legal services 8 hours a day and 6
days a week.
Law firm business is not that common in this country. Manila area is
seen as one of the central places of industry in the Philippines.
Businesses companies and individuals are numerable in Manila City
which Juris-Semperfi may accommodate.
Juris-Semperfis marketing strategy is to emphasize the quality of legal
service and aid that we provide and the ability to accommodate each
citizens concern. People will not worry about stressful work and
thinking about the rights of the people because we will take care of it.
Our services will be accommodated by our legal assistants in the
practice of law. On start-up we train legal staff whose specializations
are in the practice of law.
The main co-owners of Juris-Semperfi law firm is Atty. Juris Briones,
Atty. Arvin Carl Salonga and Atty. Gerald Nunez. These three
executives came from the Lex Mastery College, San Beda College
Mendiola Manila which is popularly known for the field of law. These
co-owners are hands-on when it comes to the different tasks in the
company. In addition, Juris-Semperfi also has its advisors who were
Atty. Raymond Medina and Atty. Daniel Velasco who are also
graduates of San Beda College Mendiola Manila.
We have service commitments from our 55 clients and planning to
create our client base through credibility, referrals, and business
cards. There is also an online website to accommodate Juris-
Semperfis clients every now and then.
I. Situation Analysis
A. Market Summary
Juris-Semperfi will start independently relying on its genuine ability to
provide legal aid, services, guidance and assistance to persons who
are in direly need of such services that will enhance the societys
welfare. This law firm is recognized by the government as a firm that
upholds the countrys rules and laws.
Marketing Demographies
Target Market: All classes
Age: All ages (minors with gaurdians, 18+ and all ages)
Gender: Male and Female
Occupation: Students, white-collared workers, Blue-collared workers,
unemployed.
Status: Single, Married
Market Needs
The target market needs lawyers that can understand and find
solutions to their needs. They need lawyers that can simplify the
doctrines and laws for the potential client to understand. Juris-
Semperfi has the suited lawyers that can deal with potential clients as
partners and associates. Juris-Semperfis partners and associates are
from the top 10 bar top notchers for the past 6 years.
Market Trends
Today most firms use the advantages of modern technology. They
have been using the internet for online-consulting and other legal
matters. In Juris-Semperfi, we ensure our online service will provide
more information for existing clients and potential clients. We offer not
only online-consulting but also mobile consulting for questions about
legal matters on-the-go. Our partner and associates secretaries will
happily accept your call or text messages.



Market Growth
The growth of a law firm is slow and sometimes non-profitable. A law
firm is not supposed to be a profitable business but it is a service-
related and a noble profession. It might take awhile to be noticed but
slowly but surely Juris-Semperfi will one of the law offices people are
to refer.
B. SWOT Analysis
Strengths
The Juris-Semperfi Law Firm specializes in civil cases, labor
cases and criminal cases.
Services are from the top 10 bar top notchers from the past 6
years. The staffs of the partners and associates are
accommodating to ensure that their boss can immediately act
the legal matter.
There is an effective notification procedure to the client or
potential client for an updated service and information.
Weaknesses
We expect that there will be a tough time allotment to the
partners and associates that can lead to delays in the services.
Advertisements are prohibited because of law ethics.
The justice system in the country is slower than most people
imagine.

Opportunities
High number of criminal acts has been tallied.
High number of civil cases has been filed.
The people inside jails are in dire need of lawyers.
Threats
Growth is time consuming and a factor for the loss of profit.
There are many competitors around.
Slow Justice System in the country.
Competition
Since there are big law firms, it will be hard for Juris-Semperfi to make
a name for itself. The other law firms also provide our type of services
and more upcoming lawyers are planning to put up more law firms.
Competition is tight because there are many existing law firms.
Product Offering
Our services consists of legal research, notarization, legal help, legal
consultation, paralegal and user-friendly online website for clients and
potential clients.
Key to Success
The key to success is patience, hardwork and the being righteous.
These are the virtues that we need when it comes to a legal
perspective. Patience for the case because we all have to undergo due
process, hardwork because without it how can we execute and prepare
for the case and righteous for we defend our client or potential client
in good faith.
Critical Issues
The critical issue for the firm is the firms growth. It will be hard for
the company to grow when theres a lot of lawyers and firms to
compete with.
II. Marketing Strategy
A. Mission
The Mission of Juris-Semperfi Law firm is to make the clients or
potential clients understand and to be educated of the law jargons and
doctrines to help them in their situation. The firm would like the people
residing in this country to be fully aware of their rights.
B. Marketing Objectives
1. To educate the common people of law doctrines and jargons during
consultation for better understanding of their problem.
2. To offer reasonable rates to people in all classes.
3. To offer clients or potential clients an accommodating and friendly
response from our associates.
4. To solve or resolve legal or document cases.
5. Gain clients through good reputation.


C. Target Market
Juris-Semperfi is a law firm that accepts transactions from people that
are in legal age or 18 years old and above. We also accept minors that
will be guided by gaurdians. There are no specified society class so we
are open to potential clients.
D. Positioning
Juris-Semperfi will be uplifting the trust of the people in the Philippine
justice system by providing legal services and real justice for the
people.
E. Strategies
Having a law firm is a service oriented business. We offer services to
our clients in the simplest way as possible. We highly appreciate
clients from the show business for exposure to our firm. Our strategy
is to expose the partners through cases by celebrities which
assumingly will be shown to media for the public to recognize our firm.
Law firms are forbidden to advertise its services due to legal ethics.
F. Marketing Mix
Product: The firm will accept civil, criminal, and administrative cases.
Price: Php 20,000 and above per case. Depends on the clients ability
to pay.
Place: The firm is located in Commonwealth Avenue, Quezon City.
Promotion: A law firm is forbidden to advertise due to legal ethics so
we use business cards and reputation.
IV. Marketing Executions and Control
A. Implementation
Philippine Partnerships must be registered with the Securities and
Exchange Commission (SEC).
Steps and requirements to register a partnership with the SEC are:
1 Verification and reservation of the name of the partnership at the
SEC. Once the name is accepted the SEC will issue a Name Verification
Slip.
2 Articles of Partnership:
The Articles of Partnership define the obligations, responsibilities and
roles of each partner and how the profits and losses will be shared and
states who the general and limited partners are. Unless otherwise
stated a general partner may act on behalf of the partnership without
any limitations. By law a limited partner is not allowed to participate
actively in the management of the partnership or control of the
business operations.
3 - Affidavit of a general partner undertaking to change partnership
name (not required if Articles of Partnership has provision on this
commitment)
+ Additional requirements:
- Endorsement/clearance from other government agencies, if
applicable
Partnership must be dissolved upon the death of one of its general
partners. General partners are personally legally responsible for all the
obligations of the partnership. Limited partners are personally legally
responsible only up to the amount of their capital contribution to the
Partnership. A partnership is taxed like a corporation. Foreigners can
not be a partner in a partnership which owns land. A corporation may
not be a partner in a partnership.
In the case of a limited partnership, the word Limited or Ltd must
be added to the partnership name. Articles of Partnership of limited
partnerships should be under oath only (Jurat) and not recognized
before a notary public.
B. Marketing Organization
Juris-Semperfi as a legal firm established by the finest lawyers in the
Philippines is very well-known not only for their legal skills, but also
their social skills with the clients.
The executive board of Juris-Semperfi consists of:
1. Atty. Juris Briones
2. Atty. Arvin Carl Salonga
3. Atty. Gerald Nuez
Atty. Raymond Medina and Atty. Danielle Velasco are the co-owners of
the firm. They are all from the top 100 bar passers of the Philippine
Bar Association.
Under it, there are seven major departments composing the
firm:
The Advertising Department is being handled by Atty. Arvin Carl
Salonga. As we mentioned a while ago, advertising is not allowed due
to legal ethics. But that doesnt hinder us. Some of us coming from
prominent and political families affiliated with big people, we dont
have a hard time hooking big clients, but that doesnt mean we cant
get middle class and below clients, we can get them by words of
mouth and influence by the pass clients we provided service for.
The Promotion Department is handled by Atty. Juris Briones, here;
he promotes the firms credibility through referrals.
The Marketing Department is taken over by Atty. Gerald Nuez he
plans the path of the firm and how to go up beyond the other firms.
The Research and Human Resource Departments are being
handled by Atty. Raymond medina. As a growing law firm, he makes
sure that he screens very well new applicants because we need high
quality lawyer, but we also give chance to newbie lawyers by training
them carefully.
The Legal and Accounting Departments managed by Atty. Danielle
Velasco he manages the income and expenditures by the law firm from
the smallest to the largest details, and the legal matters of the
company.
C. Contingency Plans
1. To broaden our legal assistance not only focusing on the high
class sector but also to the lowest sector of the society.
2. To recruit and create high class lawyers by training OJTs to help
giving our legal services to clients and for after a while hiring
them as one of our finest lawyers.
3. To create a proper plan for the expenditures of the firm.
4. To promote justice through Juris-Semperfi to the lowest class up
to the highest class.
5. To create additional target market that we, Juris-Semperfi can
accommodate to.

D. Difficulties
Establishing a stable and credible name is the hardest part of all.
Because as a new law firm Juris-Semperfi credibility will always be an
issue, so we will execute our best to provide a very credible service to
people.
E. Risks
Because Juris-Semperfi as an all class law firm, it needs to hire high
class lawyers to put in more effort and work on the company. As a risk
of being an all class law firm, we tend not to ask our low class clients
to pay high compensation.
F. Key Indicator for Success
As we said a while ago, we came from a well oriented, reputable, and
prominent families so we dont have problems fishing big clients. Like
for example, ABS-CBN, they can get Juris-Semperfi as their legal
counsel which will be paid every quarter.
So an indicator is that when the company winning big cases, a lot of
clients would refer Juris-Semperfi to help them and to be given legal
assistance in case they need to.
G. Control
The purpose of Juris-Semperfis marketing serves as a guide for the
firm and the clients. The following will improve the effectively and
efficiency of the firm, which is:
Customer satisfaction
Resolved criminal cases
Monthly costs
Loyal clients
Online services












V. Financials
JURIS-SEMPERFI
Projected Balance Sheet
March to April 2013
Current Assets Cost Current Liabilities Cost
Cash PHP 180,000 Accounts Payable PHP 116,000
Accounts Receivables 120,000 Notes Payable 45,000
Inventory 30,700 Utilities Payable 30,000
Supplies 12,200 Wages Payable 70,500
Prepaid Insurance 7,000 Interest Payable 46,600
Total current
Assets:
349,900 Taxes Payable 22,400
Non-current Assets Total current
Liabilities:
330,500
Investments 50,000 Long term
Liabilities
Land 600,000 Notes Payable 85,000
Buildings 425,000 Bonds Payable 38,900
Equipment 300,000 Total Long term
Liabilities Payable:
123,900
Total Non-current
Assets:
1,375,000 Total Liabilities: 454,400
Other Assets: 25,000 Stock Holders
Equity

Total Assets: 1,749,900 Capital 1,000,000
Earnings 295,500
Total: Stock
Holders Equity
1,295,500
Total: Stock
Holders Equity &
Liabilities
1,749,900