I.

Executive Summary

A. Current position

B. Key issues

II. Corporate Strategy

A. Corporate Mission/Objectives

MISSION

To provide and develop innovative printing solutions that is cost-

effective, sustainable, and value- adding to our customers. We believe

our knowledge and expertise means that we are in the unique position

in delivering fast service and excellent quality for potential customers

signs and graphic needs.

VISION

To be the market leader, recognized as the benchmark of outstanding

signage solutions in the printing industries; bringing results that counts

in performing chosen goals and constantly striving for successful

outcomes in the area of business as well as the local

communitySummary of overall B. position and corporate strategy

B. Summary of Overall Position and Corporate Strategy

Eugenes advertising is an advertising shop that specializes in providing

high quality printing for customers advertising/printing/personalization needs. It

was founded in 1997 by Mr. Eugene B. Pasion. It started with only two

employees, namely the founder/owner and his wife. The founders principle is

that the demands of the customer must be met at any cost; it means that

deadlines must always be met no matter what. It was only on the year 2004 that

the business changed its name to Eugenes Advertising as a move in catering to

 the increasing demand for printing and other services of the Ilocano market

leading to the diversification of the businesss product and service offering. The

business has already been running for 20 years. To date, Eugenes Advertising is

located at the heart of the city pearl complex located at the City of Batac and is

involved in the creation, design and printing of various products including

tarpaulins, posters, billboards, stickers and computerized sticker cuttings, flyers,

brochures, plaques, mugs, t-shirts, invitations, signages, calling cards, PVC I.Ds

and I.D. Lace, panaflex, build-up stainless letters, brass letters sign, acrylic build-

up letters, signboards, L.E.D. channel signs, neon flex signs, markers, boundary

arc and tent assembly. The businesss existing customer base includes

professionals, commercial businesses and other individuals. The business

makes use of bulk and bundle pricing rather than the individual rates for

customers who purchase at large quantities and offers discounts to students.

They promote the business by establishing an online presence and through

signage in their shop which make it stand-out from the rest of its competitors. In

2016, the business has an estimated income of 500,000.

III. External and Internal Analysis

A. Overview of market

The Philippines printing industry may be a small scale industry, but

is a contributor to economic development with much potential for growth,

according to Dominador D. Buhain, incumbent president of the Philippine

Printing Technical Foundation (PPTF), and chairman OF THE Rex Group

of Companies.

The Philippines has 3,000 printing businesses, 65% of which are

small-scale, 32% medium scale, and three percent large-scale. A total of

30 printing and advertising firms are among the top of 1,000 corporations

in the country, posting average aggregate revenue of billion. The local

printing industry has about 160,000 workers, 90% of which are production
workers. The printing industry also stimulates the growth of allied

industries, including suppliers of raw materials, the pulp and paper

industry, the end-users of products such as publishing and advertising

according to the data collected by PPFT.

The PPTF also identifies challenges posed by inadequate

investment in new technology and dependence on imported equipment

and supplies. According t the research theyve conducted about only 10%

of the printing companies here can afford modern and brand new

equipment that can print low cost, high-quality materials. Many utilize

reconditioned machines; those discarded by other countries for fear that

fear that profitability would be influenced by low prices rather than the

quality of their products. This also leads to high operating costs due to

inefficient processes, and due to the price of paper and other inputs, most

of which are imported. And since they could not increase their prices by so

much, they suffer from ever thinning margins, preventing them from

upgrading their technological and human resource capabilities.

The large number of players in this fragmented industry, coupled

with high exit barriers, has resulted in stiff competition among printers,

many of which strive to lower their prices so as to get business or to

simply sustain their operations. Since the domestic market is extremely

price sensitive, many firms have compromised the quality of their products

just to compete with smaller firms that offer lower prices. Fortunately, this

is not the case among companies offering creative and advertising

services. There has been a dramatic increase in the number of design and

graphic imaging service companies over the past few years, one that can

be attributed to the rapid development of pre-press technology and the

dramatic reduction in the cost of computer hardware.

The major customers of the printing industry could be divided into

consumers and institutional buyers. The consumers include households, 8

 students, teachers, researchers, professionals, and political candidates.

The major institutional buyers include educational institutions, libraries,

manufacturers of consumer products; banks, insurance firms, and other

financial institutions; hotels and restaurants, advertising agencies, and

government Buyers compete with the industry by forcing down prices,

bargaining for higher quality or more services, and playing competitors

against each other. Buyers of the printing and publishing industry have a

strong bargaining power over commercial printers because the products

and services offered by the industry are largely standard and

undifferentiated. Buyers can, therefore, choose a printing press that offers

the lower price. Moreover, the intense rivalry among the players in the

printing and publishing industry has worked for the benefit of customers.

B. Competitor analysis

C. Future trends (Industry)

The future of the printing and graphic arts trade will revolve around the

idea of going fully digital using state-of-the-art manufacturing processes.

The big shift from analog to digital mode is a global reality and now is the

time to do it in the country, Allan Hao Chin, president of Norde International

distributors said. He said the digital printing technology will be highlighted by

efficient and expanded color management, personalization and

customization of job orders, web-to-print software solutions, security

printing, faster and shorter runs, perfect color registration and separation,

and the emerging print-on-demand (POD) printing production.

D. SWOT

STRENGTHS
 1. Fast process, minimized waiting time. Since machines and other

equipment for printing are within the shop, printing services for walk ins

and even pre order are done on time.

2. Wide variety of offers. It is the only advertising shop in Ilocos which

offers wide variety of services. Products and services include metals

works and other printing service for advertisement s. Its direct and indirect

competitors focuses in certain services only, some of their services are

outsourced

3. Strategic location. It is located in an accessible area in the city

which is along the national high way. It also offers a parking space which

most of its competitors dont have.

WEAKNESSES

1. Regular maintenance and repair of equipment. Machines used for

printing are capital of the business that depreciates. They should be

checked often.

2. Availability of machine spare parts.

OPPORTUNITY

THREATS

IV. Marketing objectives

A. Financial objectives

B. Marketing objectives

V. Marketing strategy

A. Marketing segmentation

Eugenes advertising has chosen to primarily focus on the small

business market segment as its primary customer base because these
customers usually have the lowest switching costs, do not have long-
term relationships with other printing companies, and are the most
aggressive in searching for low-cost printing services.
 The business will also focus on catering the demands of large
businesses that utilized diverse printed materials. The advantage with
this market segment is that each job, although seldom only, usually
offers a higher margin compared to the small business segment. The
business chose this group because they usually rely on the expertise
and knowledge of a print vendor they can trust.
Finally, the company will also address individual needs. This is
potentially the largest market; however, there is a relatively high churn
rate in this segment that will require more extensive marketing efforts
to attract new customers. This, in turn, lowers the margin and makes
this segment the least attractive.
B. Competitive advantage

C. Marketing strategy

D. Specific marketing programs

1. Product

2. Place

3. Promotion

4. Price

VI. Implementation

A. Schedule of key tasks

B. Resource allocation

C. Budgets

D. Contingency

VII. Control and forecasting

A. Assumption

B. Critical success factors

1. Benchmarks established

2. How measured

Key success factors are to (1) be financially self-supporting, (2) offer

competitive, efficient, secure, value driven and environmentally sustainable

operations/services, (3) respect individualism and uniqueness of our staff and

 customers and (4) be customer focused, working as a team to help people

succeed at Iowa State University.

3.

C. Financial forecasts

1. Costs

2. Revenue

3.

4.

5.