CENTRAL LUZON STATE UNIVERSITY

COLLEGE OF AGRICULTURE

Science City of Munoz, Nueva Ecija

MARKETING PLAN
IN
AGRIBUSINESS 215

Submitted by:

Aubrey S. Gabaon

Submitted to:

Wilfred E. Jamandre
EXECUTIVE SUMMARY

ASG Resort and Garden is an Agri-tourism spot that provides both the kick
back, relaxation a resort can offer and also the convenience of purchasing and eating
fresh vegetables and fruits that is also present in the resort that is more affordable than
its public market counterparts.

The resort contains a half the size Olympic sized swimming pool with varying
depths and separate pools for the kids and some hot tubs for those who are looking to
relax. The pools will offer great fun with slides and pool toys that can be rented from
the venue itself.

To those who are looking to be at one with nature and enjoy the farm life, the
business also has its own farm located also on the venue itself. It offers great quality
organic fruits and vegetables for the people to eat and enjoy.
I. SITUATIONAL ANALYSIS

Resort Market

The market for these kinds of businesses are very open because all people
likes the idea of having fun in a resort to unwind and relax. People nowadays seek
places wherein they can do such things, the goal of every business person is to
satisfy the needs of the people. I believe that the business will satisfy it indeed
because the resort will give emphasis on consumer wants and the relaxation factor
of it.

Target Market

The business targets everyone looking for a place to have fun at and
enjoy their life whether its with the family or other people. People who enjoy going
to resorts. Families that plan where their next family outing will be. Foreign tourists
that want to have fun in the resort are also targeted by the business.
II. SWOT ANALYSIS

Strengths:

Through the name itself, Resort and Garden, many will be intrigued by it
because it is unique in the sense that it serves two purposes mainly to serve as a
place of leisure and at the same time to provide consumers with fresh agricultural
products that are produced in the “garden” or the farm.

The products offered in the farm are cheaper than the ones in the public
market because it is directly located inside the resort location. The business itself is
diversified combining agri-tourism and on-farm agribusiness.

Profitability is not very crucial because there are two sources of income due
to the nature of the business.

Weakness:

The number one weakness is the weather, because if there is a big devastating
storm the crops will be destroyed or have damage. Especially in the Philippines, the
drought can be very destructive at times because there is a shortage in the water
supply.

Due to the nature of the business, the return of the starting capital will take a
long period of time because the business itself is a high-cost project.

The cost of water in the resort, because the pools need to have frequent
maintenance procedures like changing of water, the utility bills will increase every
time the procedures are done.

Location, due to the fact that the resort is located in Nueva Ecija, there is a
chance that the people will just go to other locations such as Baler or other resorts.
Opportunities:

The business has the opportunity to be a success because of the integration

of two businesses in one location.

The integration will be a head turner for many consumers because they will
enjoy their time spent on relaxing or having fun in the resort and the convenience of
buying and eating fresh out of the farm products.

Threats:

Pests such as algae on the pool and insects on the farm pose a great threat
on the business because of the problems it will cause to the business operation as
well as to the consumers.

Other competitors, and market followers will copy the idea of the resort
and there will be a competition that has no assurance if my business will be the
market leader.

The fruit trees may cause problems like damage to business facilities like
the swimming pool.
III. OBJECTIVES

 To give quality farm products and provide a place where people can spend
their free time
 To promote the province of Nueva Ecija to the tourist that will go to the
resort
 To provide a place of leisure to the people
 To generate employment
 To produce locally grown products with a low price

IV. MARKETING STRATEGY

 Generate public interest through the use of advertisements
 Create a website dedicated for the proposed business
 Take advantage of the modern technology like social media to spread out
the information about the business
V. MARKETING MIX

PRODUCT

Fresh fruits and vegetables are the main products, they are one of the
healthiest and safest food a person can consume because of the nutrients it can give
when digested by the body.
The business sells vegetables such as eggplants, tomatoes, lettuce, and bitter
gourd which are food that are rich in vitamins, fiber, antioxidants and natural sugar
that the body can use for its daily energy source. It is much better than processed
carbohydrates that often tend to increase the risk of cardiovascular diseases because
of the high fat content. With vegetables, risk of diseases become little to none
because of the health benefits.
It also sells fruits such as mangoes, coconuts, bananas and sour sop
(guyabano) which are my favorite fruits and one of the healthiest out there like the
potassium from a banana to the cancer prevention properties of the guyabano, we
can say that it is a recipe for good health for those who are going to buy the
products.

PRODUCT DISTRIBUTION

The products will be distributed directly to a store located inside the resort
to provide consumers with convenience when they are purchasing the products. The
business will also accept orders from outside sources who are willing to buy in bulk.
PROMOTION

The business owner will use advertisements on magazines, newspapers

and through social media with the use of Facebook, Instagram, and the like. It will
show on the advertisements the features of the resort and the details of what it is like
it’s history and the promotions that the business will offer.

A website will also be created for the business, it will contain the full
details and the other contents of the previous advertisements I mentioned before but
it will be so detailed that the reader will understand. The business will also invite
bloggers, influencers and other people that the masses look up to, to stay at the
resort free of charge and in return they will give a quick review of the venue which
if positive will create a wave of curious people who will in turn visit the venue.

PRICING

The resort will charge 150 pesos as an entrance fee for adults and half will
be charged to children 4ft below. It will also offer hotel and accommodation for
1000 pesos a night, where the guests will be staying in high quality, clean rooms.

The prices of the vegetables and the fruits will be significantly lower than
the price of its counterparts in the public market. The difference in price will range
from 10%-20% depending on the situation of the crops and the economy. The
price is lower because the owner is the producer as well as the seller.
MARKETING ORGANIZATION

Business
Owner

Resort Farm
Manager Manager

Resort Resort
Farmers
Staff Staff

The ultimate power is the owner itself, followed by the managers and the
staff members and the farmers.
VI. CONTROLS

The venue will be well monitored by not only the managers but the
business owners themselves to avoid mistakes that the staff might not see and to
avoid problems that can occur.

The business owner should keep their eyes on quality and not give in to
the clutches of wanting to get something as fast as possible but sacrificing the
quality of the products. They should maintain and also improve the quality of work
they have put in in order for the business to become a success.

The management should check the financial statement as frequently as

possible, ranging from every week to every month in order for the management to
be aware of the current state of the business is at, so that they can make the
necessary adjustments and solutions to the problems that may occur to the business.