University of the Immaculate Conception

Graduate School

Bonifacio St., Davao City

A Marketing Plan

BA 213 – Marketing Management

RMPC
RALGBO Multi-purpose Cooperative
Barangay Camudmud, Babak District
Island Garden City of Samal

Submitted by:

Mae B. Cañal
Raymart Manguiob
Jennifer O. Orcullo
Mark Christian Salvacion

Submitted to:

Mary Jane B. Amoguis, DBM

October 28, 2019

 MARKETING PLAN

Table of Contents

I. Executive Summary ............................................................................. 1

II. Situational Analysis ............................................................................. 3

2.1 Market Summary ….............................................................. 2

2.2 Market Demographics .......................................................... 3
2.3 Market Needs ….................................................................... 3
2.4 Market Trends ....................................................................... 4
2.5 Market Growth ....................................................................... 6
2.6 SWOT Analysis ..................................................................... 7
2.7 Competition ........................................................................... 8
2.8 Services ................................................................................. 9
2.9 Key to Success ...................................................................... 9

III. MarketingStrategy…............................................................................. 10

3.1 Target Market ......................................................................... 10

3.2 Positioning .............................................................................. 10
3.3 Marketing Mix ......................................................................... 10
3.3.1 Product Strategy ….............................................................. 10
3.3.2 Distribution Strategy …......................................................... 11
3.3.3 Promotional Strategy …........................................................ 12
3.3.4 Pricing Strategy …................................................................ 12
3.3.5 Market Research ….............................................................. 12

IV. Financials ………….................................................................................13

4.1 Forecasted Statement of

Financial Operation (3years) …................................................ 13

V. Implementation and Contingency ........................................................ 15

5.1 Implementation ....................................................................... 15

5.2 Contingency ............................................................................ 16

VI. Appendices …………………………........................................................ 17

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I. EXECUTIVE SUMMARY

RALGBO Multipurpose Cooperative also known as RMPC is located at

Barangay Camudmud, Babak District , Island Garden City of Samal, Davao Del

Norte. RMPC is composed of retired Municipal/City Budget Officers of Region XI

and is duly registered with the Cooperative Development Authority. The

cooperative, which started operating since March 22, 2010, engages in beach

resort business. It offers packages for seminars, meetings, birthdays, weddings

and other activities at a lower price. Just like any resort, RMPC also offers room

for overnight stay, ideal for families, groups, individuals and couples. The resort

also offers sumptuous food and delicious meals at a lower price. Visitors will be

entertained by its wide white sand and pristine crystal-clear water, the scenic

view of Davao Gulf and Sanipaan Islet. The resort also offers a peaceful and

calm environment.

MISSION

RMPC is committed to harness economic growth in the region by

providing quality beach resort and training center facilities, uplifting the lives of

every coop member and the community.

VISION

RMPC, a leading beach resort and training center cooperative in the

region that provides to its clients safe, quality services and facilities conducive to

leisure and learning.

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GOAL

The goal of RMPC is to provide exceptional quality customer service using

available amenities and facilities of the resort, competitive pricing, provide

employment increased dividends among members and commitment to

continuous improvement.
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II. SITUATIONAL ANALYSIS

RALGBO Multi-purpose Cooperative is on its nine (9) years in resort

operation that caters both function, banquet and room accommodation. RMPC

caters mostly government trainings and seminars. RMPC has a six thousand

(6,000) square meters property composed of 120 meters long beach line with

one (1) function hall that can accommodate a hundred person, six (6) big

cottages, rooms such as: two dormitories, three (3) family rooms and two (2)

standard rooms. The resort also extends its social responsibilities by employing

15 staffs residing within their location. Since RMPC is a cooperative identity, the

resort only pays Php 1,000.00 for the business permit, Php 500.00 for

Community Tax providing the Tax Exemption Certificate from the Bureau of

Internal Revenues.

2.1 Market summary

Currently, RMPC is operating as a beach resort located at Barangay

Camudmud, Babak District Island Garden City of Samal, Davao Del Norte. Most

of the time, RMPC serves as venue for government agencies like Department of

Education, Cooperative Development Authority, Local Government Unit and

Cooperatives from different provinces for their seminars and trainings. RMPC, as

one of the affordable beach resorts that offers function in the city compared to

SECDEA Beach Resort, CAMP HOLIDAY Resort and Recreation Area and

VILLA AMPARO Beach Resort also extends its market to nearby cities like

Panabo, Carmen, Tagum City and even cities of Davao Del Sur. They attract
 4

more customers because they offer the same services with high-end resort

offers. Though RMPC is a tax exempted business organization, still they exerted

an extra effort to increase their revenues to give high dividends to its members.

2.2 Market Demographics

RMPC will focus on the Island Garden City of Samal, Davao Del Norte

and nearby provinces for potential customers like government agencies because

the quotation of these agencies are cheaper than the private agencies. Some

other beach resort in the city is already established but the edge of RMPC is their

quality of service to customer and their price offering the same services to

competitors. The resort will still focus on their existing market and will try to

penetrate schools in holding their retreat and team building activities.

2.3 Market Needs

During our study, we conducted survey to one hundred (100) respondents who

went to RMPC. Tallying the results, it give us an idea on what are the needs of

the market to be considered. The following are the results of our survey from top

to bottom:

Products - VIP Room for Karaoke

Swimming Pool

Water Themed Park

Basketball and Volleyball Court

Resto Bar/Coffee Shop for Others

Services - Pick-up service from Sta. Ana Wharf and vice versa via

Motor
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Banca

Therapeutic Massage Service / Spa

Laundry Service

Room Service for Food Orders for Others

Place - Additional Rooms

Flower Garden

Landscapes

Cleanliness

Suggestions - Intercom and Free Wi-Fi Connection

2.4 Market Trends

Competition in the Hospitality Industry nowadays is at its highest. In

order to compete in the market, a resort should always check and

innovate new market trends to maintain or even exceed the desired target

market. The following are the list of new trends in the Hospitality Industry.

 Catering to Millennials – Millennials are expected to represent 50% of

all travelers in the future, resorts or any hospitality business firm should

define their strategies based on the demographic group’s personality,

traits and habits for they are very aggressive when it comes to

travelling and the explorers. Resort should consider millennials as a

potential market for the can help a lot the business because the posts

a lot to social medias that will also invite people.

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 Influx of International Visitors –Samal Island is now known for its finest

resorts and hotels. Resorts and hotels must be able to provide services

in multitude of languages, and tailored experiences properly suited to

the culture and unique needs of their international visitors.

 Increased emphasis on health and well-being – Today, lots of people

are into healthy lifestyle to respond to the needs the guest hotels and

resorts should be well-equipped with fitness centers, pools and spas.

In addition, a resort/hotel should also have food options.

 Sustainability Rules – It is not new to all business operators to have

the Social Corporate Responsibility one of these responsibilities is

preserving the ecosystem. Eco-friendly practices are becoming the

norm, as properties focus on renewable energy resources and water

scarcity. Hotels should consider installing solar panels and updating

systems so that air conditioners and lights automatically switch off

when guests leave their rooms.

 New roles for staff – Many travelers seem to prefer technology to

human beings; the want to check-in digitally and don’t mind if a robot

delivers room service. Thus, will give staff the opportunity to focus on

more personalized service as opposed to rote tasks.

 Destination Promotion – The explosion of social media is causing

resorts and hotels to become more involved in destination and self-

promotion. This time resort and hotels should take in consideration

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having FB page, Twitter and other forms of social media to promote

and be known.

 Unique perks – With so many resorts and hotels to choose from,

properties need to find a new way to stand out. Some are offering free

daily wine tasting in their lobbies and bars, welcome drinks and even

free meals. Resort and hotels must be innovative enough to catch

customer’s attention and to delight them in giving perks.

2.5 Market Growth

MANILA, Philippines — The Philippine hospitality sector is among

markets in the Asia-Pacific region seen as attractive to investors this year,

driven by the robust growth of the tourism industry, a property services

firm said.

“The overwhelming support for tourism that the Philippine

government has demonstrated is expected to bring forth a tremendous

positive effect on the growth of the real estate industry’s hospitality

sector,” Jones Lang Lasalle (JLL) Philippines said in a statement.

“This, as JLL predicts that the region’s positive tourism numbers will

continue to thrive in 2019, anchored on the strong fundamentals of the

Asia-Pacific market,” it added.

JLL cited data from its report which showed that the Asia-Pacific

region is the only region expecting growth in hotel transaction volumes,

anticipating a total of $9.5 billion this year, a 15 percent rise from 2018.
 8

Last year, developers and private equity firms were the biggest

buyers, acquiring more than half of all the properties traded.

“Building in 2018, investment momentum is expected to accelerate as

investors look to sell assets and ride the anticipated tourist boom,” JLL

said.

JLL said it expects that the most notable buyers in 2019 will be

Pan-Asian private equity funds that raised capital last year, but have yet to

deploy it.

“These investors are considering putting their money in countries

like Japan whose hotel market has become enticing and will remain

buoyed by the Rugby World Cup and the Tokyo Olympics; Japan has

already seen an 8.7 percent growth in tourism year-on-year,” JLL said,

adding that Singapore’s growing hotel market and China’s influx of tourists

are other attractive markets in the region.

“The growth of the tourism industry in these countries has also

incited international and domestic investors to take notice of other Asian

neighbors, including the Philippines,” JLL said.

In 2018, international tourist arrivals in the Philippines grew 7.7 percent to

7.1 million.
 9

For this year, the Department of Tourism (DOT) is targeting foreign

arrivals to reach 8.2 million.

“Capitalizing on the positive global tourism projections for 2019, the

Philippine government has high hopes in increasing tourist influx as they

recently inaugurated the Bohol-Panglao International Airport and the

Terminal 2 of Mactan-Cebu International Airport; sought ways to expand

the Clark International Airport; and, had the National Economic and

Development Authority (NEDA) approve the proposed New Manila

International Airport in Bulakan, Bulacan,” JLL said.

Apart from infrastructure, JLL said another major tourism endeavor

is the continuous rehabilitation of Boracay and Manila Bay led by various

national agencies working together to make sure that environmental

compliance in tourism destinations all over the Philippines is maintained

and monitored.

“These initiatives are aligned with the plans of the Department of

Tourism (DOT) to relaunch the “It’s more fun in the Philippines” campaign

and position the Philippines as one of the pioneering countries for

sustainable tourism,” the property services firm said.

[Link]

philippines-hotel-sector-attractive-investments-2019/amp
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2.6 SWOT ANALYSIS

Internal External
Strengths Opportunities
 Reasonable and  Walk in customers referred
affordable price for by others
trainings and seminars  Expansion of rooms and
 Complete documentary function halls
needs for Government  Installation of Water
Trainings/Seminars Themed Park Facility and
 Good and quality service Swimming Pool
 Safety and Secured  Installation of Restaurant,
 Sumptuous meals and Café and Bar
snacks  Marketing strategy to be
 Tax exempted improved to gain more
 No corkage customers
Weaknesses Threat
 Limited advertisement  Uncontrolled price of other
competitors
 No pick-up service  Near from all small
 Various documents to cheaper resorts
comply for tax exemption  New entrants in the
business

To address and cope up with the weaknesses and threats, RMPC

will strive hard in developing additional function hall and rooms. Develop the

ambiance by having beautiful and attractive gardens and will also advertisements

and promotions of the resort and as much as possible to maintain the affordable

price to compete especially today that there are new resorts that also offers the

same services and facilities that RMPC has.

2.7 Competition
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Island Garden City of Samal is considered as one of the tourist

destinations of Davao Region. There are lots of beach resorts, high-end or

low-end, that offers almost the same product which we consider in

marking as competitors in the market. Some of these resorts can offer

better and cheaper products than ours. In order to compete to all of these

existing resorts in our region, RMPC always make it to the point of

satisfying customers through excellent customer service to maintain

market and gain more through words of month of satisfied customers.

RMPC will also look at to this chart of competitors in the market:

Name of Size Market Unique Main Main

Competito Share Value to Strength Weakness
r Customer
Camp Large Covers Prompt  Offers -
Holiday 50% of customer affordable
Resort and the service packages for
Recreation total large groups
Area target for functions
market and parties
share  Complete
documents
needed for
government
customers
 Can
accommodat
e two (2)
functions
simultaneousl
y
 Accessible
Villa Large Covers Prompt Offers packages for Far
Amparo 30% of customer groups for function Location
Beach the service and party
Resort total
market
share
SECDEA Large Covers Prompt  Offers Far
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Beach 40% of customer packages for Location

Resort the service 30 and up
total and offers group
market welcome function and
share drinks to parties
guests  Complete
documents
needed for
government
customers
 Can
accommodat
e up to 4
functions
simultaneousl
y
Fernandez Medium 20% of Prompt  Offers Non-air
Beach the Customer packages for Function
Resort total Sevice groups and Area
target parties
market  Complete
share documentary
requirements
for
government
customers

2.8 Services

The following are the products and services offered:

 Function Hall with sound system and projector- one (1) Big

room that can accommodate a hundred participants. They also

offer a package of Venue rental with accommodation, meals,

snacks, free use of sound system with flowing coffee.

 Dormitories- 1 duplex building that can accommodate up to 15

person per room.

 Air-conditioned Rooms for overnight stay

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 Catering Services- in house resort caterer for functions and

parties

 Day Tour- resort stay from 6:00 Am to 5:00 in the afternoon

 Cottages – open cottage that is regularly used for day-tour

guests.

2.9 Keys to success

Affordable prices and quality services are the distinguishing marks

of RMPC. The following points are needed to stand above competition

and stand out in the market:

 Make sure that set goals are Specific, Measurable, Attainable,

Relevant and Time-bounded.

 Quality and customer services are always on top priority.

 Competitive Pricing
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III. Marketing strategy

RMPC aims to increase sales in three weeks’ time by providing new

service and building new facilities to our customers for them to feel more valued.

And retain existing customers and improve loyalty through exclusive offers.

3.1 Target market

RMPC will focus on the Island Garden City of Samal, Davao Del

Norte and nearby provinces. We will still focus on our existing market and

will expand our market by offering wide range of services, facilities,

accommodation, and activities that can cater individuals, couples, and

large group of people.

3.2 Positioning

RMPC will position itself as a one-stop customer-oriented beach

resort that can satisfy and accommodate various customers and needs.

3.3 Marketing Mix

3.3.1 Product/Service Strategy

RMPC’s main product is our scenic beach. We will be setting

up a restobar near the beach where the customers can enjoy the

beautiful beach view while enjoying good food and music by

themselves or with their company. Develop a water-themed park

that can be used both by children and adults, and an infinity pool

fronting the scenic view. Rooms and other facilities will also be
 15

situated where the beach view, position of the sun, and the

direction of the wind will be at its best.

3.3.2 Distribution Strategy

RMPC will provide pick-up service from Sta. Ana Wharf with

a specified pick-up and sailing schedule. RMPC will also list its

rooms and accommodations at booking sites and applications such

as Traveloka and Airbnb, through these bookings and checking of

availability can easily be apprehended by the customer. Promo

rates, pick-up schedule, announcements and other special offers

will be posted on our Facebook page. A website where the

customer can create an account for booking and free membership,

subscription to newsletter, and viewing of our facilities will also be

developed and implemented.

3.3.3 Promotional Strategy

RMPC will focus on using Facebook and Instagram for our

promotion. Boosting a post in Facebook from Wednesday to

Thursday can reach customers that are going to have a weekend

beach trip. Daily Instagram beach view, resort photos and customer

Instagram competition “Best Capture Moments” will also be part of

our promotion.
 16

3.3.4 Pricing Strategy

RMPC will offer an entrance fee of 299 for adults and 150 for

children 10 years old and above, this includes an overnight stay,

access to the pool and water-themed park, access and free on the

first three finger foods (fries, nachos, etc.) at the restobar. For the

day-tour entrance fee will be 150 for adult and children 10 years old

and above inclusions are access to the pool and water-themed

park, access and free on the first three finger foods (fries, nachos,

etc.) at the restobar. Rooms will range from 499 to 999 per room

per night.

3.3.5 Market Research

RMPC will research on improving its services by integration

of information technology and Internet of things. Also, by upgrading

the beach facilities and setup depending on the customer

preference and trend will be a performed to satisfy customers and

improve customer experience.

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IV. Financials

RALGBO MULTI-PUPROSE COOPERATIVE

Camudmud, Babak District IGACOS

Forecasted Statement of Financial Operation

For the years 2020, 2021 & 2021

2020 2021 2022

Sales

Catering, Lodging and 9,702,000.00 10,672,200.0 11,739,420.0

Accommodations 0 0
Kitchen /Cafeteria facilities 22,000.00 24,200.00 26,620.00
Entrance Fee 935,000.00 1,028,500.00 1,131,350.00
Other Services/Charges 412,500.00 453,750.00 499,125.00
Total Sales 11,071,500.00 12,178,650.0 13,396,515.0
0 0

Cost of Sales
Catering expenses 4,725,000.00 4,961,250.00 5,209,312.50
Housekeeping 645,750.00 678,037.50 711,939.38
Beach Maintenance - Labor 326,550.00 342,877.50 360,021.38
Supplies:
-Housekeeping 99,750.00 104,737.50 109,974.38
- Beach 57,750.00 60,637.50 63,669.38
- Kitchen 21,000.00 22,050.00 23,152.50
- Electrical 8,400.00 8,820.00 9,261.00
Light & Power 535,500.00 562,275.00 590,388.75
Total Cost Of Sales 6,419,700.00 6,740,685.00 7,077,719.25
Gross Profit 4,651,800.00 5,437,965.00 6,318,795.75

Less: Operating Expenses

Salaries/Wages 250,000.00 250,000.00 250,000.00
SSS/PHIC Contributions 71,000.00 71,000.00 71,000.00
Honoraria 278,560.00 278,560.00 278,560.00
Professional fee 18,000.00 18,000.00 18,000.00
Transportation Expenses 72,000.00 72,000.00 72,000.00
 18

Gasoline & Oil 44,100.00 46,305.00 48,620.25

Communication Expenses 47,250.00 49,612.50 52,093.13
Repairs & Maintenance 100,000.00 100,000.00 100,000.00
Supplies-Office 33,600.00 35,280.00 37,044.00
Taxes & Licenses 260,000.00 260,000.00 260,000.00
Meeting & Conferences 20,000.00 20,000.00 20,000.00
Employees' Incentives 85,000.00 85,000.00 85,000.00
Mortuary Assistance 20,000.00 20,000.00 20,000.00
Insurance 17,000.00 17,000.00 17,000.00
Year-end incentives 185,000.00 185,000.00 185,000.00
Trainings/Seminar 30,000.00 30,000.00 30,000.00
Marketing Expense 20,000.00 20,000.00 20,000.00
Rental Expense 3,450.00 3,450.00 3,450.00
Notarial Fee 3,000.00 3,000.00 3,000.00
Donation 3,000.00 3,000.00 3,000.00
Miscellaneous Expense 25,000.00 25,000.00 25,000.00
Depreciation Expense 850,000.00 850,000.00 850,000.00
Advertising Expense 15,000.00 15,000.00 15,000.00
General Assembly Expenses 115,000.00 115,000.00 115,000.00
Total Operating Expenses 2,565,960.00 2,572,207.50 2,578,767.38
Net Surplus 2,085,840.00 2,865,757.50 3,740,028.38

RALGBO MULTI-PUPROSE COOPERATIVE (RMPC) Resort plans to

increase its sales from 2020 to 2022 by 10%. An expected sale of the resort
is nearly Php 11,071,500.00 on 2019 growing to Php 13,396,515.00 by 2022.

The net surplus would increase steadily during the three-year period. We
project the net surplus would increase from Php2,085,840.00 in 2020 up to
Php3,740,028.38 for 2022. This is mainly because of the increase of sales
and the increase of direct costs which will be directly proportional to the
increase of sales.
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V. Implementation and Contingency (Gantt Chart)

The purpose of this marketing plan is to increase the sales of RMPC

Resort. It will worth nothing if not implemented. In this section, we will look at

specific implementation programs and the details that it takes to make it happen.

5.1 Implementation

Most of our marketing activities involve the direct marketing of our

services to our to-be-clients. The following table identifies key marketing

programs and their corresponding details.

Activities Start Date End Date Budget Assigned

Personnel
Marketing Plan 2/1/2020 2/28/2020 10,000.00 Marketing Staff
Distribution of Flyers and
Brochures 3/1/2020 3/20/2020 5,000.00 Marketing Staff
All Staff, including
Board of Directors
Information Drive 3/21/2020 4/10/2020 10,000.00
and Cooperative
Members
Promo (Package Deals) 4/1/2020 5/31/2020 10,000.00 Marketing Staff
Total Advertising and
35,000.00
Marketing Budget

Marketing plan

- Employ marketing staff to prepare and marketing plan

Distribution of Flyers and Brochures

- Disseminate to the possible target market

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Informative Drive

- Use social media channels for advertising through video sharing,

photo sharing, social networking and even hiring people for micro

blogging activities to create awareness about the services offered

by RMPC resort.

Promo (Discount)

- Offered one-month free corkage fee and student discount of around

5% to 20% to attract one of the highest spending demographics in

Island Garden City of Samal.

sss

5.2 Contingency

The most likely change in the market scheme is when targeted

markets might go out of businesses due to unforeseen events like

economic crisis, natural incidents and other disasters. If these happen, the

cooperative shall conduct an extensive marketing strategy in order to

compensate for the lost customers. The cooperative’s target markets

would exp other neighboring areas where economic activity is healthy.

Likewise, when business competition gets rough, the cooperative shall

strengthen customer loyalty through offering promotional incentives,

discounts and after-sales services.

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VI. Appendices

6.1 Survey Respondents (100 respondents)

Demographic Profile

1.) Sex Male- 49 Female-51

2.) Age Below 18- 6 18 – 25-18 26 – 33-22 34 – 41-22

42 – 49-15 50 – 57-15 58 – 65-2 Above 65

3.) Occupation Private Gov’t Self-Employed-

Employee- 33 Employee- 32 15

Student-20 Others
(Specify)

4.) If working/ self- 10,000 and 10,001-20,000- 20,001-30,000- 30,001-40,000-

employed, below-13 28 14 12
Monthly Income
(₱) 40,001-50,000-7 50,001-60,000- Above 60,000
9

5.) If student, 2,000 and 2,001-3,500-7 3,501-4,500-3 4,501-6,000

Monthly Income below-5
(₱)
6,001- 7,500-2 7,501-9,000 9,001-10,500 Above 10,500

Our survey questionnaire is composed of different questions. Most of the

questions are asked for the respondent’s time frame in availing the services that

RMPC offer. One hundred respondents have already availed the services of

RMPC.
 22

6.2 Customer Satisfaction

Customer’s Satisfaction Level

Knowledge of employees
Competence
Approachability
Equitability of Price
Affordability
Ambiance
Accessibility
Customer Service
Completeness
Quality of Service
80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100%

Figure I.

The graph shows the customer satisfaction factors in availing

the services of the RMPC resort. The top numbered in customer

satisfaction is the accessibility and the ambiance of the resort, 100% of

the respondents said they are satisfied with the place. Product/Services

offered also got 96% of the respondents in terms of quality of services

offered, completeness of facilities and amenities and customer service.

Price satisfaction got 95%. and the lowest is the competence of

employees (people) with 92%. Evaluating this result, it shows that RMPC
 23

resort needs to enhance the knowledge of the employees through proper

training about the services and facilities being offered in the resort.
 24

6.3 Preferences

What facilities you wish was there in the resort?

6%
10%
28%
Pool
VIP Room KTV
Water-Themed Park
Basketball/Voulleyball Court
Others
23%

33%

Figure II.

The chart shows the tally for the question “aside from food, room,

function hall, cottages and the beach what are the facilities you wish was

there in the resort?” out of 100 respondents, 33% answered they wish to

have VIP room KTV, 28% answered for pool, 23% answered water

themed park, 10% answered basketball and volleyball court, and 6% for 3

coffee shops and 3 bars. Therefore, we have proved that customers

preferred VIP room KTV to spend time together with their family and

friends.
 25

Figure II.

The graph shows the tally for the question “How much are you willing to spend for the

suggested facilities?” out of 100 respondents, 36% answered that they are willing to

spend php 150 for VIP room KTV (per hour rate), 26% are willing to pay php. 299 for

Water themed park (per head for 2 hours), 15% of it are willing to pay Php 100 – 150

for pool (for adult per head overnight and day tour), 15% of it are willing to pay 50 –

80 for pool (for children per head overnight and day tour), 10% of the respondents

are willing to spend Php 100 for basketball and volleyball court rental, 8% of it are

willing to spend Php 250 for pool (for adult per head overnight), 8% are willing to

spend Php 180 for pool (for adult per head day tour), 8% are willing to spend Php

105 – 120 for pool (for children per head overnight) 8% are willing to pay Php 100 for

pool (for children per head day tour), 5% of it are willing to spend Php 100 – 150 for

pool (for adult per head overnight and day tour), 5% of it are willing to pay Php 85 –

100 for pool (for children per head overnight) and 5% of it are willing to pay Php 80

for pool (for children per head day tour). Therefore, we have proved that customers

are way more interested in VIP room KTV compared to other facilities. RMPC will

earn extra for adding VIP room KTV as customers are willing to pay the amount

ranging from 100 -150 (per hour rate).

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Suggested Services for the resort

6%

36%
Pick-up Service
32% Laundry Service
Therapeutic Massage
Others

26%

Figure III.

The chart shows the tally for question “What services would

you suggest that this resort should have?” out of 100 respondents 36% of

it answered they preferred pick - up service via Motor Banca from Sta.

Ana Wharf Davao City to Camudmud Babak Dist. Island Garden City of

Samal RMPC resort and vice versa, 32% of it answered that they want

Therapeutic Massage Services, 26% answered for laundry service, and

6% for others. Since transportation is one of the issues for the clients to

reach the resort, pick up service via Motor Banca from point A to point B

and vice-versa is a perfect service that the resort should have.

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For the resort’s improvement, what would you like to improve in the
physical appearance?

21%

34%
More Landscapes
Flower Garden
Cleanliness
More Rooms

27%

18%

Figure IV.

The graph shows the tally for question “for the resort’s

improvement, what would you like to improve in the physical appearance?

out of 100 respondents 37% of it answered that they preferred more

rooms, 27% of it answered that they want more flowers, 21% answered for

landscape, and 18% for cleanliness. Therefore, RMPC should increase

room occupancy to enhance customer experience and increase revenue.