A PROPOSED MARKETING PLAN FOR

CITI PARK HOTEL

A Marketing Plan Presented

To the Faculty of the School of Business and Management

of the

University of San Jose-Recoletos

Cebu City, Philippines

In Partial Fulfilment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN

MARKETING MANAGEMENT

By

Guillemer, Jefferson
Panulde, Ivy
Tagra, Joshua
Tiu, Karl

July 2021
 TABLE OF CONTENTS

CHAPTER PAGE

I EXECUTIVE SUMMARY 1

II COMPANY PROFILE 2

Brief History

Proposed Vision & Mission Statement 3

III MARKETING OBJECTIVES 4

IV THE CHALLENGES 7

V SITUATIONAL ANALYSIS 8

Business Review 8

Marketing Mix Analysis 11

Service Mix Analysis 12

Product Strategies Analysis 14

Pricing Strategies Analysis 16

Integrated Communication Strategies Analysis 17

Distribution Analysis 19

Physical Evidence Analysis 21

Industry Analysis 22

PESTELE Analysis 22

SWOT Analysis 27

Porter’s Five Forces Analysis 31

Competitive Analysis 34
 Customer Analysis 38

Customer Journey Mapping 39

APPENDICES 42

LISTS OF REFERENCES 43

CURRICULUM VITAE 44
 LIST OF TABLES

TABLE TITLE PAGE

1 Product Strategies Implemented 14

2 Pricing Strategies Implemented 16

3 Integrated Communication Strategies Implemented 17

4 PESTELE Analysis of Citi Park Hotel 22

5 SWOT Analysis of Citi Park Hotel 27

6 Competitor Analysis of Citi Park Hotel 31

7 Customer Analysis of Citi Park Hotel 38

8 Customer Journey Mapping of Citi Park Hotel Guests 39

 LIST OF FIGURES

FIGURE TITLE PAGE

1 Citi Park Annual Sales 9

2 Service Mix of Citi Park Hotel 12

3 Distribution of Citi Park Hotel 19

4 Citi Park Hotel Physical Evidence Elements 19

5 Porters Five Forces Analysis of ABC Enterprise 31

 1

CHAPTER I

EXECUTIVE SUMMARY

Citi Park Hotel, being a standard business hotel that aims to offer first class

amenities, has a ways to go when competing in the hotel industry within Cebu. The major

points in which the hotel needs to address are not having an effective digital strategy,

failing to acquire accurate data, not being able to respond and adapt to the current

COVID-19 situation and not having enough resources to be able to boost marketing as a

result of the pandemic.

How the hotel can address said issues is by hiring talent that is strong with digital

marketing (with the current pandemic pushing everything into the internet) or by training

current staff on how digital marketing is to be done. To have more discussions between

the sales and marketing teams to address flaws in the current marketing plan and set up

meetings to be able to acquire the data that is needed. Next would be to rapidly respond

and adapt to the growing COVID-19 situation by acquiring the necessary permits to house

quarantine guests to generate more income.

It is vital that these be addressed immediately as leaving these unresolved could

leave the hotel behind in being able to consistently compete in today’s fast paced

environment. Also, these could help the hotel greatly as this would generate the sales

needed and meet their past goals despite being in a pandemic.

 2

CHAPTER II

COMPANY PROFILE

Brief History

Citi Park Hotel, being a standard business hotel that aims to offer first class

amenities, has a ways to go when competing in the hotel industry within Cebu. The

major points in which the hotel needs to address are not having an effective digital

strategy, failing to acquire accurate data, not being able to respond and adapt to the

current COVID-19 situation and not having enough resources to be able to boost

marketing as a result of the pandemic.

How the hotel can address said issues is by hiring talent that is strong with

digital marketing (with the current pandemic pushing everything into the internet) or by

training current staff on how digital marketing is to be done. To have more discussions

between the sales and marketing teams to address flaws in the current marketing plan

and set up meetings to be able to acquire the data that is needed. Next would be to

rapidly respond and adapt to the growing COVID-19 situation by acquiring the

necessary permits to house quarantine guests to generate more income.

Providing all these necessary arrangements could greatly create various

opportunities to increase sales and revenue while creating a safe environment for the

hotel occupants and employees.

 3
Proposed Vision

To be the most preferred destination hotel in Cebu City.

Proposed Mission

Our primary purpose is to provide clean, Comfortable and affordable Alternative

hotel destination, providing excellent service and Cebuano hospitality for our guests while

ensuring a fair return of investments to our investors and employees in a values-oriented

environment.
 4

CHAPTER III

MARKETING OBJECTIVES

Marketing objectives are a brand’s defined goals. They outline the intentions of the

marketing team, provide clear direction for team members to follow, and offer information

for executives to review and support.

Marketing objectives are a pivotal part of a marketing strategy. Without defined

goals, a brand will struggle with achieving its plans because it won’t be clear on what it

wants to do. A straightforward plan is required to know what you hope to do and how you

plan on doing it.

Marketing objectives set out what a business wants to achieve from its marketing

activities. They need to be consistent with the overall aims and objectives of the business.

They also provide an important focus for the marketing team.

Optimize the website

When you look at the hotel’s website, you can see that the website is behind from the

different booking apps right now. We can see if the investment of the hotel in the website if it

benefited them in a great way. Stated in the other objective we plan to have a 30% increase in

website visits and bookings. This will help the hotel not rely on other aggregators.

Increase website conversion rate by 30%

In order for the guests to book a room in the hotel, they have to contact the

hotel the old way which is thru email or calling them thru the landline. It is known for a

fact that most of the bookings of hotels or even all the bookings right now are
 5

happening online. Once the website of the hotel is better, we hope to see a 30%

increase in sales for the year 2022 due to the website's better interface.

Market the location

Citi Park is wonderfully placed in between two of the biggest malls in Cebu. With

just a jeepney ride outside the hotel, you arrive at either of the malls. Not only that, for the

younger guests there are a lot of bars near the hotel where it is only within walking

distance.
 6
CHAPTER IV

THE MARKETING CHALLENGES

Marketing challenges are experienced due to the rapid change of the customers'

wants, needs, and expectations. As marketing is fast-paced, it becomes a challenge for

companies to identify which area should be developed to facilitate strong growth in their

sales. For that reason, it is good to take a pause and write down the considerable

challenges that they encountered for the past years and that they may experience in the

future. With that, marketing challenges are easier to tackle once it is identified correctly.

Ineffective Digital Strategy

In a technology-based environment, digital technologies are evolving at a faster

rate than many companies can keep up, businesses must assess what skills and

technologies are required to reach, engage, and give value to customers, with the ultimate

goal of delivering growth and being relevant. This has become the hotel’s marketing

challenge as most marketing strategies are more inclined on the traditional side.

Furthermore, the maintenance and update of the website are not up to date to what is

relevant and engaging for the customers. There is a lot of digital marketing channel that

is readily available such as social media, but it becomes impossible to implement as

marketers in senior roles lack working knowledge on the digital aspect of marketing.

Acquiring Accurate Data

It is a posing challenge in marketing the hotel as this would determine whether the

marketing methods done before were effective or not. There must be constant and clear

communication between the marketing department and sales department. It's challenging
 7

to establish the direction of your marketing plan and where to devote limited resources

without precise data on what's working and what isn't.

Lack of Resources

Marketing resources are a multitude of things that includes lack of time, effort, and

budget. The sales recession during the pandemic has caused a decrease in the marketing

budget due to a lack of consumer spending, therefore it becomes a marketing challenge

as it potentially restricts the effectiveness of marketing and hinders the achievement of

sales growth. Also, there are times that the hotel does not allocate enough marketing

capital to orchestrate a high value in the hotel's marketing campaigns.

 8

CHAPTER V

SITUATIONAL ANALYSIS

Situation analysis is defined as an analysis of the internal and external factors of

a business. It clearly identifies a business's capabilities, customers, potential customers

and business environment, and their impact on the company. A situation analysis is an

essential part of any business plan and should be reviewed periodically to ensure that it

is current.

Business Review

A business review meeting is a specific type of recurring meeting that is held to

discuss individual or team scorecards and progress toward objectives. During the

business review meeting, teams apply problem-solving tools to issues that are impacting

their performance. Citi Park needs to have their business review done specially because

of the pandemic their sales have gone down drastically. See the figure below.
 9

Citi Park Annual Net

200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000

0
Januar Februa March April May June July August Septe Octobe Novem Decem
y ry mber r ber ber
2019 130,657 122,892 97,439 109,752 112,980 155,067 106,386 89,566 78,900 82,765 94,599 100,890
2020 125,560 127,781 182,650 179,582 165,980 0 0 0 0 17,980 20,588 16,475
2021 4980 20,000 93,000

Figure 1

Citi Park Annual Net Sales

 10

9,000,000
8,000,000 8,500,000
T 7,000,000 7,750,000

6,000,000
a
5,000,000
5,000,000
b 4,000,000

3,000,000
l
2,000,000

e 1,000,000

0
2019 2020 2021
Citi Park Annual Gross 8,500,000 7,750,000 5,000,000
Column1
2
Citi Park Annual Gross Column1

iti Park Annual Gross

The figure presented is the yearly sales of Citipark Hotel for the last two years. It

is clearly shown in figure 1 that in the year 2019, the month of June has the highest sales

as it has always been a popular month for weddings. The hotel has function rooms that

cater to these events, therefore increasing its sales. Next would be the month of January

as travelers from all over the world visit Cebu to celebrate Sinulog. As for the year 2020,

it started well similar to last year’s sales but with the pandemic, the sales peaked because

Citipark hotel became one of the hotels chosen by BPO Companies to accommodate

their workers and provide them with a comfortable and safe environment. But as the

quarantine eases starting in June, BPO companies were no longer staying at the hotel as

workers were back to the office or working from home. From June to September 2020,
 11

the hotel closed. During October 2020, they re-opened and slowly regained the loss profit

for closing, and sales are increasing every month.

Marketing Mix Analysis

Analyzing its existing marketing practices would give an idea on what to do and

not. It would depend if it garnered a lot of sales or depleted the sales of the company. So

that if it has shown potential before it can be a good marketing strategy for the business

that would make them stand out from their competitors.

In Citipark they only use two marketing practices, Facebook and Online Booking.

The hotels way of making sure that their clients have the best experience is to give them

a five-star rating experience.

 12

Figure 2

Service Mix of Citi Park Hotel

CITI PARK HOTEL

Packages For
Accommodation conventions and Restaurant
weddings

Rooms Good for 100-150 Pedro’s Restaurant

₱1,658 per night
₱550PER Person

Deluxe Twin
₱2,151 per night
Good For 100
below
₱650 Per Person

Deluxe King Meeting Room 10-

₱2,500 per night
20 People
₱2500

Family Room
₱3,100 per night

Citi Grand Suite

₱3,741 per night
 13

Citi Park hotel always wants their customer to have the best service they

have experienced. They have specifically three things that have impact on their

service which is the Accommodation, the packages for the functions and their

restaurant.

The accommodation has four different rooms with exceptional prices

starting with the deluxe twin down to the Citi Grand Suite. All of these rooms comes

with a free breakfast too. The packages have four options with two different sizes

of function halls and two different sizes of meeting rooms too. While people enjoy

their rooms, they have a restaurant in by the lobby. Pedro’s restaurant has a menu

to satisfy your cravings.

 14

Table 1

Product Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM
TITLE
January 2020 Advan Book 30 days To offer discounts
ced early to get to those who
bookin 15% off on your booked advance.
g stay.
promot
ion
February 2020 Update menu The month of Re-evaluate the
for Valentines February is one menu every
“Steak of the highest
Dinner” sales
of the hotel.
December 2020 Budget- Will let you have A seat sale ticket
saving a 25% room to Cebu City from
deal discount. your favorite
airline
 15

Product Analysis

Also because of the Festival that will happen here in Cebu every January

People tend to book as early as possible to get the lowest rates so the guests tend

to book their stay for more than a month ahead the hotel is now offering more

discounts when they book 30days or more in advance.

The month of February is the month of love, Citipark has always offered

promos for the month. Pedro’s restaurant offers steak dinners that is exclusively

available every Valentine’s Day.

When the fear of the people due to the Covid-19 has risen the hotel already

allowed the foreigners or even locals that are not from Cebu to have a discount on

their flight of their choosing.

 16

Table 2

Pricing Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM T IT LE

December 20, budget-saving deal will let you score a Continue giving
2020. 25% room discount. promos on this
dates for more
guest in holidays
January 2021 added mode of It’s access easy Guests can still
payments (Gcash, payment and didn’t continue to use this
credit cards and require cash to pay until now.
debit cards)
January 2021 Discounts on Attracts more guest Holidays has the
promos (anytime most promos.
there is a promo)
January 6, 2021 Citi Park Hotel is offer the convenient People can still
teaming up with a booking experience book here and
top-of-the-line digital look for services
marketing firm. that they want in
https://www.citiparkhot the hotel.
el.com.ph/

The date, December 20, 2020 they implemented a 25% discount to those who

send a screenshot at [email protected] and they’ll activate this promo for

you. Meanwhile at January 2020, they promoted an advanced booking promotion. In

which you will book 30 days before you check in to get the 15% discount on your stay

On January 2021, they added different ways on how guest would pay. They have

a lot of choices and it is easier to use than bringing huge amount of money in the pocket.

Until not, they can still pay that way. Discount on promos will be given specially on

holidays. Which is very effective to travelers and people who wants to celebrate

something.On the date January 6, 2021 Because they want to offer the most convenient

booking experience, Citi Park Hotel is now teaming up with a top-of-the-line digital

marketing firm. Guest may look out for exciting development on their website.
 17

Table 3

Integrated Communication Strategies Implemented

DATE MARKETING EVALUATION DECISION

IMPLEMENTED PROGRAM TITLE
January 2020 Promo for upcoming There is a To regularly offer
Sinulog Festival rise of 30% in promo every year for
“Treat for all Cebuano” sales for the the Sinulog Festival.
Sinulog
Festival that
happens
every
year
November Promo for the BPO The start of To give
23,2020 companies to have the COVID- promotions to
their employees stay 19, companies
for the safety of the companies
employee and the needed hotels
company for their
“Stay Safe, employees.
Bai!”
February Room promo for The month of To check after
13,2020 Valentines: Free February is one these years
bottle of wine for a of the highest
night stay in their sales of the
deluxe room or their hotel.
Citi Grand
Suites

Integrated Communication Analysis

Every year since the hotel has opened its door’s they always have a promo

for the upcoming Sinulog Festival that is about to happen where tourist and local

people are looking for a place to stay while the festival is about to happen. The

promo “Treat to all the Cebuanos” is offering a 40% discount for the room that they

get. But this isn’t only for Cebuanos it is also fit for the foreigners that want to get

a room for the festival.

 18

On February 13,2020 the hotel has decided to include a promo for couples

or friends that if they wanted to book a room in their deluxe room or their Citi Grand

Suites, they will receive a free

When the fear of the people due to the Covid-19 has risen the hotel already

allowed the foreigners or even locals that are not from Cebu to have a discount on

their flight of their choosing.

 19

Figure-3

Distribution of Citi Park Hotel

Citi Park Hotel tables, chairs, mattresses, and bed frames were all built by a private

source. The owner customized and created the mattresses and bed frames, and the

tables and chairs were all custom-made for them by a Chinese firm. Gaisano is Citi Park

Hotel's wholesaler supplier for condiments, spices, and other items needed in the recipe,

which can be found in the Carbon Public Market and Pasil Fish Mark.

The management picked the supplier because of the quality of their meat and

goods, as well as the fact that it is handy for the company owing to its location. The

management opted to purchase condiments and spices at Carbon Public Market, which

was renowned to be Cebu's largest farmer's market. As a result, goods are assured to be
 20

fresh and cheap. When it came to fish supply, the management picked Pasil Fish Market

since it is the finest place to get fresh seafood. They picked a private supplier because

they can modify the design they want, and the owner has a relationship to it. They will be

the ones to manufacture the item, and the owner knows their product is of good quality

and at a reasonable price.

Customers of Citi Park Hotel may book in three ways: through the hotel's online

Facebook page for more information, using an app like Trivago for reservations, or

through the hotel's website. They may dine at Pedro's Restaurant, which serves

wonderful and reasonably priced native cuisine. Finally, physical inquiry can be made at

F. Cabahug St. Mabolo, Cebu City

 21

Figure 4

Citi Park Hotel Physical Evidence Elements

In the Figure above, it shows that Citi Park Hotel provides not just rooms, but also

food, excitement, and the comfortableness of the guest that might want to check in there.

On June 28, 2009, where the opening of the hotel, it started serving people. Their 103

rooms and 9 floors have caught the attention of travelers or people who want to chill.

Pedro’s Restaurant starts serving tasty dishes which made guests can eat inside the

hotel.
 22

A telephone, internet connection, satellite TV, coffee and tea making facilities,

an in-room safe, and a private bathroom with a hot and cold shower are among the

amenities available. Laundry services are available at the Citipark Hotel. Drinks and live

music are available at the hotel bar. It adds fun and excitement to the hotel. A lot of

services will be served to the guests. Citi Park Hotel is a great base for a memorable

holiday in Cebu, offering outstanding services and a nice ambiance.

Industry Analysis

The Philippine economy is heavily reliant on tourism. The travel and

tourism business contributed 12.7% of the country's GDP in 2019. Millions of

international tourists arrive each year as a result of good travel and tourism policy.

Due to the abrupt drop in tourist visits caused by the COVID-19 epidemic, the

Philippines lost about PHP 400 billion (nearly USD 8.3 billion) in tourism earnings in

2020. The government of the Philippines shuttered Luzon's airports on March 20 as

part of the Enhanced Community Quarantine (ECQ), which began on the island on

March 16. The tourist industry has already begun to suffer from the pandemic's

detrimental effects on its performance. Travel restrictions and measures in other

countries have had an influence on Philippine foreign visitor arrivals since January of

this year.

With the decision of the Inter-Agency Task Force on the Management of

Emerging Infectious Diseases (IATF-MEID) to reclassify industries for the continuing

reopening of the economy, the Department of Tourism (DOT) voiced optimism for

tourism's quick return. IATF Resolution No. 99, signed today (12 February 2021),

approved, among other things, the recommendation to further reopen and expand
 23

businesses/industries, in accordance with the criteria developed by the Department of

Health (DOH), with the observance of minimum protocols on health and safety

(MPHS), as appropriate, and subject to the issuance of implementing guidelines and

oversight of the appropriate agency and the local government unit (LGU) where they

maybe.

Citi Park Hotel, a newly established hotel, with its strategic place in mind, will

make your business and pleasure meet. Their services and facilities have the potential

to make their business grow and to be known to local and international guests. The

way they promote their promos, can encourage people to try their services.
 24

PESTELE Analysis

PESTLE analysis, which is sometimes referred to as PEST analysis, is a concept

in marketing principles. Moreover, this concept is used as a tool by companies to track

the environment they’re operating in or are planning to launch a new

project/product/service, etc.

PESTLE is a mnemonic which in its expanded form denotes P for Political, E for

Economic, S for Social, T for Technological, L for Legal, and E for Environmental. It gives

a bird’s eye view of the whole environment from many different angles that one wants to

check and keep a track of while contemplating a certain idea/plan.

 26
25

Table 4

PESTELE Analysis of Citi Park Hotel

POLITICAL ECONOMIC SOCIAL TECHNOL ENVIRONME LEGAL ETHICAL

OGI
NTAL
CAL
- Travel ban. - - - Using -regulations -
big
Depreciation Overni ght governing the Innkee
Data
of currencies, stays decrea for the health and per
transpa
se safety laws
rency
of the for the
custom
safety
ers.
of
guest
and
properti
es.
- Industrial - Inflation - Only few - Using Truth-
safety Sites and
rate rises people can in-
regulations in digital for
the Services consumer in enhancem menu
sector ent of
a certain laws
customer
area. service.

-Increase
unemplome
nt rate of
local
workers

As shown in the table above, In the Political, the hotel business is heavily

regulated by the government. For example, if the ruling political party imposes a travel
 27

restriction, the tourist and hotel industries will suffer immediately. A country may lose

the great bulk of its GDP with only one decision.

Federal Occupational Safety and Health Administration (OSHA) standards

oversee workplace safety, and no matter what industry you are in, you should be

aware of and follow the requirements that apply to that firm. General standards apply

to almost every firm, and fines and penalties for infractions can be substantial.

Depreciation of currencies can affect people’s budgets. They will be practical

and less likely to stay in the hotel for recreation. Though there are still few. The

inflation rate and the increase of unemployed people can also decrease the numbers

of customers of such hotel industries.

The hotel is usually for overnights, corporate stays, and meetings. But due to

the government regulations and because of the covid scare, people will now prefer

staying at home, postponing celebrations, and doing meetings online. Due to

protocols, only a few people can consume in a certain area like a restaurant, bar, or

even in a room. And using big Data, sites and digital for the enhancement of customer

service.

Hotels should maintain transparency in their customers. Like using big Data for

the enhancement of customer service. They must have easy access and quick

response all this time especially at this time. People who want to check in can search

and use their websites for payments.

 28

At this time of pandemic, a lot of changes happen, especially in the

environment. Huge businesses like hotels must follow the protocols implemented from

the government. Prioritizing the health and safety of the customers and staff may be

challenging and must be carefully done, for lives are risky now.

In the Legal part, hotel owners must follow innkeeper laws, which ensures the

welfare and safety of guests and their properties. In some locations, the innkeeper law

must be posted inside the door of every guest room and of the hotel. In most cases,

the innkeeper law will state how much compensation the innkeeper will pay guests if

their property is stolen or damaged. Any hotel with food or beverage establishments

within must follow truth-in-menu laws, which means the food establishments must be

truthful about food and beverages served to the guest. The establishment needs to be

honest about the calories in the good and nutritional ingredients of the dishes.

SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Strengths

are things that your company excels at or performs in a way that sets it apart from the

competition. Weaknesses, like its strengths, are intrinsic characteristics, so concentrate

on your people, resources, processes, and procedures. Consider what you might do

better and what you should avoid. Opportunities are possibilities for something good to

happen. They generally originate from outside your business and necessitate a foresight

into what may occur in the future. Threats include everything that can have a negative

impact on your organization from the outside, such as supply chain issues, market

changes, or a recruitment scarcity. A SWOT Analysis is a method of evaluating these

four` elements of your company. It is necessary for businesses to conduct this analysis
 29

specifically for your MSME because it may utilize this to your advantage to make the most

of what you've got. You may also lessen your chances of failing by recognizing what

you're missing and avoiding potential pitfalls. It enables you to capitalize on your

strengths, fix your weaknesses, reduce risks, and maximize opportunities for success

you're missing and avoiding potential pitfalls. It enables you to capitalize on your

strengths, fix your weaknesses, reduce risks, and maximize opportunities for success.

Table 5

SWOT Analysis of Citi Park Hotel

Strengths Weaknesses
• Rooms • Wi-Fi sometimes didn’t
work in some rooms
• Easy access road
• Some Communication
• More services to offer devices are not working
• Well-trained staff o Some air-conditioned are
• Accessible to supermarket and loud and not in good
condition
restaurants

Opportunities Threats
• improve guest satisfaction • Other hotels nearby
• Provide 5-star service • Strict protocols
• Restaurants and bars nearby

The guest rooms here at Citi Park Hotel are designed to give you that

familiar, cozy, and homey feel. It offers you clean, comfortable and affordable rooms.

F. Cabahug Street is a key thoroughfare connecting Cebu and Mandaue, the island's

two largest cities. There's no need to be concerned about transportation. GRAB (for

automobiles) and ANGKAS (for bikes) are two private transportation hailing apps that

you may utilize (for motorcycles). It is also simple to hail a taxi cab for a more
 30

expedient and handy way to move throughout the city. You may also take BEEP, an

air-conditioned blue coaster that runs between BANAWA and BANAWA, or the 03A

jeepney, which runs between BANAWA and the renowned Carbon region. Ayala Mall,

SM City Mall, Parkmall, and J Centre Mall are just a short ride away if you want to go

shopping. Cebu IT Park is around 2 kilometers away if you're seeking for amusement

and entertainment. F.Cabahug Street is also a growing entertainment hub. It’s all

here, coffee shops, international restaurants, fast food chains, native barbecue grills,

supermarkets, convenience stores, bars, pubs, and everything else you might need to

enjoy your time. They don’t just offer beds, they also have Lobby lounge which is

where an enormous haven for relaxation and/or work, with classic furniture built for

beauty and functionality, A native cuisine inspired restaurant that is open from 6 am to

9 pm daily, a spacious function halls can fit up to 200 persons they can also cater to

an array of event types, from conventions to weddings, meeting rooms for small

gatherings and compact rooms to serve your needs, and lastly, the veranda, where

they serve coffee while enjoying the fresh air.

In their weaknesses, we are referring to the guest’s feedback. Some of them

said that the wifi was horrible during their stay. Other customers were also

complaining about the communication devices, like the telephone, because some of

them didn't work well during their stay. Air-conditions were not monitored and checked

often because some sounded so loud and were not in good condition anymore.

feedback is extremely valuable, as they strive to improve with each and every stay.

They greatly appreciate comments about aspects of the room that need updating. It is

a pleasure to announce that they will be implementing many of these upgrades to the

property within the next couple of months.

 31

Their opportunities refer to things that could do to increase bookings, improve

guest satisfaction scores, or boost profits. Research about market trends and look to

guest reviews for ideas of where you can open up new streams of revenue or reach

new markets. Provide 5star service. Extend promo /discounted rates. Join programs

set by the hotel association and the like, social media.

Hotels nearby like Sarrosa International Hotel and Residential suites, Redboorz

Plus, and Castle Peak Hotel are just some of the competitors of Citi Park Hotel, they

are one of the threats of the said hotel. Strict restrictions because of this current

situation can cause hassle and a lot of adjustments inside the business. It can lessen

the space and additional rules to follow. A lot of restaurants and bars nearby are

threats to the services

Porters Five Forces Analysis

Porter's five forces analysis recognizes a company's competitive

environment. The five forces analysis is comprised of competition in the industry, potential
of new entrants into the industry, power of suppliers, power of customers and threat of
substitute products. It is necessary for an MSME to come up with this analysis because
it helps guide the business gain a competitive advantage in the market.
 32

Threat of New
Entrants (Low)
• Franchise Fee
• Capital
• Access to suppliers

Bargaining Power Intensity of Rivalry Bargaining

of Suppliers (Low) (High) Power of Buyers
• Many of • Level of (High)
available advertising • Customer’
suppliers/distri • Continuous s are
butors Innovation price-
conscious

Threat of Substitutes
(High)
• Options or other
products
available to the
customer’s
• Price of the
Substitutes

Figure 5
Porters Five Forces Analysis of ABC Enterprise
 33

Bargaining Power of Buyers:

Citipark's bargaining power of buyers is moderately strong. With Cebu being a
tourist destination with a strong influx of tourists during Sinulog and summer, buyers are
more prone to hotels situated near the Mardi Gras route during Sinulog (Citadines, Crown
Regency Hotel) or hotels with direct access to beaches (Shangri-La, Plantation Bay, BE
Hotel). However, with Citipark's location to the closest malls and as well as walking
distance to one of the city's up and coming spots for night life (Bonifacio District's
Rumuor), they do also attract traffic from foreign and local customers during non-peak
seasons.

Threat of Substitutes
There is a strong threat from substitutes for Citipark. With the current rise of Airbnb
and hostels, they now have joined the market in competing for customer's money. With
the current COVID situation, fewer tourists are coming in and the local market is more
inclined to spending their earnings in branded hotels and resorts that assure the
customers guaranteed excellent services. Should there be any foreign tourists and
returning OFWs that come in, their attention is drawn to hotels that do offer a quarantine
facility for them. Acquiring said permits to become a quarantine facility poses additional
expenses for the hotel.
Intensity of Rivalry
The rivalry among existing competitors is high. Citipark's competitors are either the
newest in the market with social media worthy decor (Seda, Bai Hotel, Robinson's
Galleria), have always been a cult favorite in the local scene (Shangri-la, Plantation Bay,
Waterfront Hotel and Casino), or whose policies are known to cater to certain events
(Parklane and Mandarin Hotel for Weddings). All of these hotels offer the same amenities
if not more than what Citipark currently offers. With numerous hotels sprinkled across the
Metro.
 34

Threats of new entrants

Citipark's threat of new entrants is low. Citipark opened at 2009 while its well-
known competitors opened much earlier than they have, giving them a head start
advantage in creating their customer base locally and internationally. The amenities that
they offer are similar to other hotels, with others giving better perks such as being located
in a prime area, better or unique experiences and amenities and being cost friendly to
local customers.
Bargaining Power of Suppliers
Citipark's bargaining power of suppliers is low. They are able to acquire the
necessary ingredients needed for their kitchen from Carbon Market, thus they are able to
avail quality produce at reasonable prices. They also have trusted suppliers for their
toiletries as well so they have no issues when stocking up on them. As for their manpower,
they are able to acquire talent through their inhouse recruiting and as well through
agencies to ensure they are able to ensure well trained staff for their operations.

Competitive Analysis

A competitive analysis allows you to recognize your major competitors and their

strengths and weaknesses. It is here that you learn how the business’s competitors

operate, what their major selling points are and their areas of improvement and do a

comparison with the current business strategy. It is important do conduct this analysis

because with the findings that we gather from this, we are able to follow best practices,

correct flaws within our business strategy as seen from our competitors, and be ahead in

industry in order to meet – or better exceed – customer expectations.

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Table 6

Competitor Analysis of Citi Park Hotel

COMPETITORS
CITI PARK SAROSSA GOLDEN
INDICATORS HOTEL CEBU R INTERNATIO PRINCE OPPORTUNITIES
HOTEL NAL HOTEL HOTEL &
– MABOLO SUITES

Prime Price point is Prime Established

Citi Park Hotel
location low. location customer should be on
base popular
booking apps
P1,200.00 P1,599.00 to increase
P1,785.00 traffic to hotel
STRENGTHS

Close to On Agoda On Agoda and Amenities are Should reflect

airport and and Booking.com top notch discounted
malls Booking.com room rates on
with Google
discounted
rates
reflected
Amenities are Close to Close to Close to Create more
new airport and airport and airport and campaigns to
mall malls malls establish
customer base
Not on Agoda Hard to locate Free breakfast Price point is
or as not on not included high
Booking.com main road when booking

Price point is Always fully Amenities are Poor

WEAKNESSES

high booked due dated. Customer

to cheap service & not
rates well staffed
Branding is Need to walk Slow WI-FI due to
not strong to main connection COVID-19
road
For public
transportatio
n

First, let’s recognize Citi Park Hotel’s strengths and weaknesses.

Strengths are namely: it is located in a prime location and easily located through
 36

Google Maps, 7.1 km from Mactan-Cebu International Airport and close proximity to

SM and Ayala, and their amenities look relatively new. Citi Park Hotel’s weaknesses

are that they are not found on popular apps in booking hotels (Agoda, Booking.com),

room rates are high and the hotel brand is not well established.

We have chosen 3 competitors that we could use for comparison. These would be

Cebu R Hotel, Sarossa International Hotel, and Golden Prince Hotel & Suites. Cebu R

Hotel (particularly the one located in Mabolo). Their strengths are that their price point

is low, they are also located on popular booking apps, and they are also located near

SM and Ayala. Their weaknesses are that they are hard to locate as they are not on

the main road, due to its price point, majority of the time they are fully booked, and

you have to walk to the main road to get access to public transportation (unless you

book Grab). Next let’s tackle Sarossa International Hotel (particularly located in

Mabolo). Strengths are found on popular booking apps and their promotion and

discounts are reflected real time, they are also located in prime locations and can be

easily located through Google maps, and they are also 7km away from Mactan Cebu

International Airport with close proximity to SM and Ayala Mall. Their weaknesses are

that the amenities and facilities look worn, Slow Wi-Fi connection, rooms don’t come

with free breakfast. Lastly, we have the Golden Prince Hotel & Suites. Their strengths

are that they have an established guest base locally and Internationally, amenities are

top notch, easy access Ayala Mall which is very near and SM. Their weaknesses are

that the price is high even with promotions or discounts, Poor customer service, their

attitude is very bad, and the lobby is only manned by one concierge which results in

long wait times when checking in and out.

 37

Now that we have addressed our competitor’s strengths and weaknesses, key

outcomes from doing a comparison would be that Citi Park should consider being on

booking apps to create more traffic for the hotel. Also, as people would regularly use

Google when searching for room rates, they should also consider reflecting

discounted room rates on Google so as to entice potential customers to checking in.

Lastly, to at least be as competitive as Sarossa International Hotel & Golden Prince

Hotel & Suites, to create more campaigns that would help create a customer base for

the hotel thus generating more sales for them.

We also consider AIRBNB to be a rival, not just for Citi Park Hotel but also for other

hotels in Cebu, because they operate an online marketplace for lodging, especially

home stays for vacation rental and tourist activities. As a result, they have a significant

impact on the hotel industry's guest counts. That is why the three business hotels in

our survey were chosen.

 38

Customer Analysis

Customer analysis is where we gather data from customer’s behavior

and use it to make key business decisions. It is important that we analyze our customers

as this would help not only improve current policies within the business and the current

relationship with the customers but to also predict future customer actions and meet their

demands in a timely manner.

Table 7

Customer Analysis of Citi Park Hotel

DEMOGRAPHIC GEOGRAPHIC BEHAVIORAL PSYCHOGRAPHIC

Looking for a clean,

Minimum age of Urban Proms, business affordable rates and
guests is: 4 years meetings, weddings, comfortable place to
old conferences and stay.
celebration.
Working
Population China Those who visits Active individual
clients.
Returning
Overseas Filipino UAE Family gatherings
Workers
Saudi Arabia
Local Residents Hong Kong Long weekend Travelers
holidays
Foreign Tourists Korea, japan, Taiwan, ,
United States, Canada, Summer vacation Tourists spots
China, Australia and
Germany

Citi Park’s target market would be foreign tourists, returning overseas

Filipino workers and local residents. With Citi Park Hotel’s price point plus ongoing

promotins, they are able to lure traffc into the hotel. While majority of the customers are

those with either a stable income, Citi Park also attracts the younger crowd (particularly
 39

during Sinulog) due to its accessibility to 2 major malls in the city (SM and Ayala). With

the vast amount of choices for hotel accommodations in the city, the hotel receives its fair

share of first time customers, while it also caters to regular patrons as well (regular

patrons would likely be from returning overseas Filipino workers, foreign tourists, or from

companies who use Citi Park as accommodation for employees who has official business

within Cebu. Customers of Citi Park vary from those who prefer excellent customer

service during their stay, easy access to the attractions within the city and its competitive

price point against neighboring hotels.

Customer Journey Mapping

Customer Journey is a specific progression and a complete sum of

experiences that all customers interaction across all channels with your company.

Customer journey map is sometimes referred to as a customer experience map.

Customer Journey can be a powerful tool to assists you with future states of customer

experience.
 40

STAGE OF
CUSTOMER AWARENE CONSIDERATIO PURCHA Advocacy
Retention
SERVICE SS NS SE

Through
Suggestions Associate text and
Special
potential calls for
coming from treats Customer’s
customers with room recommen
Activities good customer reservation dation
relatives service

Emotions Optimistic,
Hopeful Eager and Elated, Enthusiasti Exhilarated
Excited Satisfied c

Active
Potential Marketing Special
Effort Developing Fast treats and
Opportunities through greater customer response Huge
Discounts
Facebook service to
for
and Inquiries Customers
Instagram

Table 8

Customer Journey Mapping of Citi Park Hotel Guests

Citi Park’s has a lot of positive reviews on their social media page, this

has become a great asset to the company with just little expense. Other than the hotel’s

price for food buffet is fair and reasonable since they offer a special treat for breakfast

and a good service provided by their staffs.

 41

Citi Park’s has a lot of positive reviews on their social media page, this

has became a great asset to the company with just little expense. Other than the hotel’s

price for food buffet is fair and reasonable since they offer special treat for breakfast and

a good service provided by their staffs.

Citi Park’s area is surrounded by coffee shops and other food stores

for example the UCC Café just across the hotel. Aside from the hotel’s restaurant the

guest is shown a list of malls and other restaurants that the hotel can recommend to the

guests.

For guests that are not from Cebu, the hotel can provide transportation

for the guests to and from the airport. Along with the transportation they provide snacks

and little treats from the hotel.

 42

Appendices
 43

References

• By the Mind Tools Content Team, Team, the M. T. C., wrote, Y., wrote, D., & wrote,
M.(n.d.). SWOT analysis: – how to develop a strategy for success. Strengths, Weaknesses,
Opportunities and Threats. https://www.mindtools.com/pages/article/newTMC_05.htm.
• Business Review Meeting. (n.d). The business review meeting.
https://www.wilymanager.com/business-review-
meeting/#%3A~%3Atext%3DA%20business%20review%20meeting%20is%2Cthat%20are
%20impacting%20their%20performance

• Blog, A. (2020, July 29). How to define and measure marketing objectives: A start-to- finish
guide. Alexa Blog. https://blog.alexa.com/marketing-objectives/.

• WordStream. (n.d.). 10 smart hotel marketing strategies to Increase Bookings.

https://www.wordstream.com/blog/ws/2018/09/07/hotel-marketing.
• Cordova, C. (2021, March 30). Cebu hotels, resorts still in "survival mode". Manila Bulletin.
https://mb.com.ph/2021/03/30/cebu-hotels-resorts-still-in-survival-mode/.

• Market Entry - Tourism and Hotel Industry in the Philippines Statistics &

Trends | Industry Report 2026 – Mordor Intelligence. (n.d.). Market entry -

tourism and hotel industry in the Philippines statistics & Trends: Industry

Report 2026 – Mordor https://www.mordorintelligence.com/industry-reports/market-

entry-tourism-and-hotel-industry-in-philippines.
 44

Jefferson Andrew Dy Guillemer

Cellphone #09178688815
Email Address: [email protected]

SUMMARY

Entry-level position with an organization that can benefit from my strong work ethic and teamwork skills
To be able to get hold of a dynamic and productive profession in an environment where both career and
personal growth are encouraged and developed; where there is constant learning in the presence of a goal-
oriented team.

PERSONAL INFORMATION
• Date of Birth : Nov 25, 2000
• Place of Birth : Cebu City
• Gender : Male
• Age : 20
• Religion : Catholic
• Citizenship : Filipino

EDUCATIONAL BACKGROUND

NAME OF THE SCHOOL YEAR GRADUATED

College University of San Jose – Recoletos 2021 – present

Basak, Pardo, Cebu City, Cebu 6000
• Student Athlete
• Major in Marketing Management

Senior High School University of San Jose – Recoletos 2019

Basak, Pardo, Cebu City, Cebu 6000
• Student Athlete
• Track - TVL-ICT

Junior High School Cebu Eastern College 2017

Leon Kilat St. Cebu City
• Student Athlete
• Loyalty and Student Awards

Skills
• Can speak some Chinese
• Strong leadership skills in group and project settings
• Balanced the time commitment of being the member of a basketball team and a student
Excellent team oriented skills in athletics and administrative duties
 45

IVY GRACE PANULDE

Sitio Cacao Kinasang - an Cebu City
Cellphone # 09222670598
Email Address:[email protected]

PERSONAL INFORMATION

• Date of Birth: Marc 29,2000

• Place of Birth: Balamban
• Citizenship: Filipino
• Gender: female

EDUCATIONAL BACKGROUND

NAME OF THE SCHOOL YEAR GRADUATED

College University of San Jose – Recoletos 2021 – present

Basak, Pardo, Cebu City, Cebu 6000
• Major in Marketing
Management

Senior High School University of San Jose – Recoletos 2019

Basak, Pardo, Cebu City, Cebu 6000

Junior High School Sae Young Christian School 2017

F. Jaca Street Pardo Cebu City

Grade School Sae Young Christian School 2013

F. Jaca Street Pardo Cebu City

ACHIEVEMENTS

• With Honors March 2017

• Leadership award
 46

JOSHUA TAGRA
Block 21 Lot 19 Grand Terrace Subdivision
Casili Consolacion Cebu
Cellphone # 09776364979
Email Address: [email protected]

PERSONAL INFORMATION
• Date of Birth : November7, 1999
• Place of Birth : Chung Hua Hospital Cebu City
• Sex / Civil Status : Female/Single
• Height : 5’10
• Age : 21
• Religion : Roman Catholic
• Citizenship : Filipino
• Languages Spoken : Bisaya, Tagalog and English

EDUCATIONAL BACKGROUND

NAME OF THE SCHOOL YEAR GRADUATED

College University of San Jose – Recoletos 2021 – present
Basak, Pardo, Cebu City, Cebu 6000
• Major in Marketing
Management

Senior High School Academia del Christifidelis Tayud 2019

Lilo-an, Cebu Accounting, Business
and Management Strand
Junior High School Saint Joseph College 2017
Maasin City, Southern Leyte
Grade School Saint Joseph College 2013
Maasin City, Southern Leyte

ORGANIZATION/ AFFILIATION
 Junior Executive Marketers Society
University of San Jose-Recoletos
 47

Karl Jansen Tiu

38 A Kawit St. Cebu City
Cellphone # 09566077376
Email Address: [email protected]

PERSONAL INFORMATION

• Date of Birth : May 28, 2001

• Place of Birth : Cebu City
• Gender : Male
• Height : 5’10
• Age : 20
• Religion : Roman Catholic
• Citizenship : Filipino

EDUCATIONAL BACKGROUND

NAME OF THE SCHOOL YEAR GRADUATED

College University of San Jose – Recoletos 2019 – present

Basak, Pardo, Cebu City, Cebu 6000
• Major in Marketing Management
• Student Athlete

Senior High School Cebu Eastern College 2019

Leon Kilat St. Cebu City
• Student Athlete

Junior High School Cebu Eastern College 2017

Leon Kilat St. Cebu City
• Student Athlete

Grade School Cebu Eastern College 2013

Leon Kilat St. Cebu City
