ELEVATING FORT SANTIAGO AS A

MOST INTERESTING SPOT

A Marketing Plan presented to the faculty of

In partial fulfillment of the requirements submitted

By
Casimiro, Kathleen Elicar
Cruz, Ella Mae
Evangelista, Kyle Hebryl
Gueta, Maezy
Kamatoy, Carmela
Nicolas, Kian Joyce
Otis, Rhyzen
Prieto, Von Lawrence Nikolai

March, 2019
 TABLE OF CONTENTS

Executive Summary 1

Chapter 1 – Market Analysis 2-6

Chapter 2 – Market Segmentation

Chapter 3 – Objectives and Goals 12

Chapter 4 – Strategy and Tactics 13-16

Chapter 5 – Contingency Plans

Acknowledgement 18
 Executive Summary
Fort Santiago is a most interesting spot in Intramuros, there are many

beautiful spot that have an amazing history that you will love. Fort Santiago is

part of the history where in Dr. Jose Rizal is one of the National Hero of the

Philippines and he was prisoned there. They will see the things that will remind

and praise. It has a big part in remembering the greatness of Dr. Jose Rizal.

There are two competitors which is the Casa Manila and San Agustin

Church. The advantages from the competitors, they have a lot of historical sites

had sentimentally engraved in its inanimate nature and also have the Bastion of

San Fernando and Bastion of San Miguel, which their thing proudly have. Fort

Santiago have enough thing to compete in every competitors through having a

natural and historical characteristics.

This structural sites is open for all people especially to the tourist who are

first-timer in the Philippines and if they pass by Intramuros they will surely attract

to it. Family and the Foreigners are the center target of this sites as one of the

famous tourist spot in the Philippines they always have a good services and they

treat all tourist special, they think the safety of every tourist and they give

comfortable atmosphere. The historical memories of Fort Santiago should be

elevate, so that, tourist will come again to remember all the sacrifices and for

being heroic of Dr. Jose Rizal.

1
 CHAPTER I

Marketing Analysis

Strengths

 Preservation of Culture and History of the Philippines

 Cheap Entrance Fees

 Open to Public

Weaknesses

 Hard to Locate

 Needs a Renovation

 Destroyed the views capes and Authenticity

Opportunities

 Tourist Attraction

 Job Opportunities

 Trademark in the Philippines

Threats

 Calamities

 Endangered Architectural Sites

 New Trends

Economic Environment

Elevating Fort Santiago as a most interesting spot in Intramuros is really

amazing, through improving Fort Santiago can really attract the tourist as the

target market of Fort Santiago. In the industry of this kind of tourist spot, Tourist

are more interested in the appearance of a spot, the tourist will be attentive if Fort

Santiago will be recover and elevated as a most interesting spot in Intramuros.

Fort Santiago is available for everyone, because of free entrance fee of this

Tourist spot it will be more accessible for any possible tourist that will go and see

Fort Santiago. Our history is aging and only the historical sites can preserve our

history and it is popular nowadays since a lot of tourist are curious about the

history of the Philippines even the foreigners are want to see the Fort Santiago

and it is increasing the popularity through the recovery of Fort Santiago. The

tourist are confident of having questions about the Fort Santiago and the place

are also confident that will be answered if they will come and see Fort Santiago.

The Fort Santiago will provide information’s without the involvement of money.

Fort Santiago have a free entrance for all, the trend is increasing base on the

needs of the tourist and the recovery of Fort Santiago.

Social Environment

Inside the Fort Santiago you’ll enjoy a peaceful walk and chill in its

gardens and lily ponds. There’s a lot to see inside the Fort Santiago, like the

Rizal Shrine Museum, Baluarte de San Barbara, Baluartillo, Reducto de San

Francisco Javier, Plaza de Armas, Rizaliana Furniture Hall, Rajah Salugman

Theater, and A MacenesRedles, Storehouse for goods. Also you’ll see the the

dungeons where it is hundreds of civilian and guerrillas were imprisoned, fortune

and executed during the Japanese occupation in the World War II, even by its

damages by war and earthquakes, the Fort Santiago has been restore. The Fort

Santiago is popular to all even in young or elderly ages, in foreigners from other

country. It is build year 1571 until now it is still standing. The number of people

who have an English language as a second language is increasing. By Fort

Santiago the family in the future will know what happen years ago.
 3

The changes in the level of education depends on who wants to know, or study

about the Fort Santiago.

Technical Environment

Fort Santiago dates back to the 16 th century, when it was built by the

Spanish over the Fort of the last pre- Hispanic Chieftain of Manila as a strategic

lookout over Manila Bay. Since then it has served as a military base and a

prison, most notoriously under the control of the Japanese Imperial Army during

the Second World War When it was used as a place of Fortune and Execution.

Competitive Environment

Our competitors are the Casa Manila and San Agustin Church, they easily

attract tourist, through their easy to locate than Fort Santiago. As we said we

have two competitors which is the Casa Manila and San Agustin Church. Our

advantages from the competitor Casa Manila and San Agustin Church is we

have so many historical sites, and Fort Santiago had sentimentally engraved in

its inanimate nature. Fort Santiago have the set of batteries that look upon the

vast river, near the historical fort of war heroes. Fort Santiago also have the

Bastion of San Fernando and Bastion of San Miguel which their thing proudly

have. We, Fort Santiago have enough thing to compete in every competitors by

having a natural and historical characteristics.

Political Environment

The Intamurals rules and regulations are also Fort Santiago rules and

regulations are talks about the political sides of Intramuros. It should be

preserved, developed and administration for perpetuation of the customer

heritage and the enhancement of our identity.

They need the support of political to be able to operate some new

discover things in Fort Santiago just like Bastion of San Fernando and Bastion of

San Miguel. If the political operate if the customer will fascinate to see what’s the

new inside of Fort Santiago and they patronize it even if it is have an old

structure.

But now, Fort Santiago has been restored and you will find most of the

areas preserved. It is now rein carted as a place of peace and relaxation in the

shrine houses, you can find of history of Rizal’s life and his works, including

artworks, books and personal artifacts. Even one of his bones showing the bullet

is still embedded. The main gate and the surroundings bastions are

reconstructed. It remains us the important role as a defense against invaders.

Inside the Fort Santiago, you can see Jose Rizal’s cell set up supposedly

before he was executed. Also the dungeons in the prison which is worth a look.

The rest of Fort Santiago has been set up into a beautiful park.

Industry Environment

The industry environment of Fort Santiago is well through their

museum that customer will go it and there is no entrance fee for all. The Fort

Santiago is unchangeable when it comes in market, but the history and

memories and Fort Santiago. The structure of Fort Santiago still the same and

the environment of it is so comfortable to the eyesight of the tourist.

The defensive fortress Fort Santiago have been international through list

of most vulnerable heritage sites around the world and among the II other

historical places in the world. The outside of Fort Santiago have been change but

the important history of Fort Santiago had been exist. The For Santiago was

destroyed during World War II but this fixed it again.

The Intramuros Administration is an agency of the Department of Tourism

of the Philippines that is mandated to orderly restore the historic walled area of

Intramuros where Fort Santiago is located, that is situated within the modern city

of Manila and to insure that 16 th to 19th century Philippine- Spanish architecture

remains the general style.

Fort Santiago have stable political system that until now the government is

still assure that the view of this structure is more attractive to the tourist.
 6

CHAPTER II

Market Segmentation and Customer Analysis

Geographical

Fort Santiago is located inside of Intramuros, Manila, and 2002 Metro

Manila. The Fort Santiago has a perimeter of 2,030 feet (620m), and it is of a

nearly triangular form. The south front, which look toward the city, is a certain

with a Terre plain, flanked by two demi- bastion- the Bastion of San Fernando, on

the river side, and the Bastion of San Miguel, by the bayside. A moat connected

with the river separates the Fort from the city. Near the beginning of the north

face, instead of a bastion, a cavalier called Santa Barbara was built with three

faces of batteries.

The 22- feet (6.7m) high walls, with a thickness of 8 feet (2.4m) are fierce

for the necessary communications. The front gateway faced measures 40 feet

(12m) high being in the south wall and facing the city. The climate of Fort

Santiago is depend on the seasons or months.

Demographical

Leave time on your visit to wander through the surrounding parkland, a

popular place for picnics and open air theater performances. The Fort Santiago is

one of the most important historical sites in Manila. Any age and gender can visit

the place even the students like me it helps me to gain information about the

historical sites. It is open for all families and tourist who are willing to know the

historical place in our country. Those family who wants to visit can go, there no

admission fee. The Fort Santiago is open to everyone.

Behavioral
 In Fort Santiago you will get benefits like historical memories of our

national hero Dr. Jose Rizal, as it was where he was imprisoned, tried and he

would spend

final hours before his execution on December 30, 1896. The brand loyalty of Fort

Santiago is they give a good facilities and having their own beauty. As

they give a good guidelines their maintaining it to be more attractive for all of the

tourist.

The other benefits of it is to know the story about World War II at to give

back the memories of the execution of our national hero Dr. Jose P. Rizal, and to

have enough knowledge of what happen many years ago. To inform everyone

about the hard work and sacrifices of our hero, and to give importance and not to

be forgotten all of the sacrifices of our hero.

Psychographical

Psychographical determines the social class of the tourist, they are just

students and family that want to have a good place to go and they are motivated

to that place, Fort Santiago is part of the history of the Philippines. The opinion of

lifestyle of the students that going to Intramuros, Manila they was amazed by the

history of the Philippines so for them this was the most interesting spot.

Fort Santiago has been restored and you will find most of the areas

preserved. Worth visiting inside the Fort proper the Rizal Shrine, the museum is

worth a look. The rest of Fort Santiago has been set up into a beautiful park.

The Fort Santiago is surrounded by beautiful garden, flowers and statues

one can relax and spend some time here enjoying the nature and beauty around.
 8

Our group

choose this as our target market since family and foreigners are often visit the

Fort Santiago. Family bonding visit Fort Santiago to see the beautiful sites of this

kind of structure, even the Foreigners. If they are going to the Philippines, one

place they would visit is Intramuros where Fort Santiago is located. Fort Santiago

is open for all people who are willing to see the historical architecture view, but

the common customer is family and foreigners.

Market Research Findings

Questions:
 1. What comes in your mind when you heard the word “FORT

SANTIAGO”

2. Have you ever visit Fort Santiago?

2.1 Do you have any plans to visit Fort Santiago?

3. What is your reason in visiting Fort Santiago?

4. What is your first impression when you saw Fort Santiago?

5. What are the experience that you had encounter after you saw the

beauty of Fort Santiago?

6. Are the facilities in Fort Santiago are safe?

7. For you, what is the most attracted part inside of Fort Santiago?

8. Is visiting Fort Santiago answered your questions about the history of

the Philippines?

9. Do you agree in terms of renovating Fort Santiago?

10. After you visit Fort Santiago, do you consider Fort Santago is the most

interesting spot of Intramuros?

Research Findings

The guide question are made by our group. Our group conducted this

survey to know their opinion about our marketing plan which is “Elevating Fort

Santiago as a Most Interesting Spot in Inramuros, Manila”. 10 respondents were

needed to answer our survey. There are 10 questions in a survey. Some

respondents answer, The Fort Santiago is an historical place located at

Intramuros, Manila. Out of 10 respondents, 6 answered they haven’t visit the Fort

Santiago while the rest answered they have visited it. The reason why they
visited Fort Santiago is they want to have a family bonding, take some pictures

from the historical places and to have a shoot for their project about the life of

Jose Rizal.

When it comes to experience that they encounter in Fort Santiago, they

see the tunnel and also the things made and owned by Rizal. While the other

don’t have any experience. For the most attracted part inside the Fort Santiago,

one of them says investing part of Fort Santiago is the Pablo while other says

Rizal

10

Shrine, other says the main gate and some modern subjects inside the Fort

Santiago. In the last question says that if they consider Fort Santiago is the most

interesting spot in Itramuros, out of 10 respondents, all of them answered “Yes”,

they consider the Fort Santiago was the most interesting spot in Intramuros.
 11

CHAPTER III

Objectives and Goals

Vision

A sustainable and interesting historical spot in Intramuros, Manila.

Mission

To be the most visited spot that will give learning to local and foreign

tourist.

Goal

 Stability of Architectural Sites

 Increase of Local and Foreign tourist

 To be well known tourist attraction

 To have more historical features

 To remain its prominent

CHAPTER IV

Strategy and Tactics

Product Strategy

As the years goes by, the Fort Santiago was growing old. The chosen

product is the Fort Santiago, to represent the historical background of it, to be

well known not just to the Filipino and Foreigners in this generation but also to

the people in the future. Even though the year had passed the Fort Santiago will

remain its popularity. The Fort Santiago is the part of the history where in Dr.

Jose Rizal is one of the National Heroes of the Philippines and he was prisoned

there. There is a lot of places that you will love and will be amazed. The chosen

product name “4thSantiaGo!” it sounds like Fort Santiago, it emphasize the Fort

as “4th” and Santiago as “SantiaGo!” where in it will be in to the millennial.

Pricing Strategy

Fort Santiago offer a tour package for a group of tourist who wants to visit

it. The cost Php. 2,000-2,500 with a maximum of 10-15 persons. Other agency

offer this kind of package that can pick up you from point A to point B and vice
versa. Offering this to those people who didn’t know how to go there and can’t

visit in this area. So Fort Santiago having an opportunity like this to easily visit

the tourist spot Fort Santiago, and to see a beautiful culture in this country. Inside

of Fort Santiago there are some places that having a violation fees like when you

violate some things and rules you must take the responsibility to pay the violation

fee.

People Strategy

Those worker in Fort Santiago are hardworking and trustworthy.

Employees are doing everything to serve us right and to secure the safeties of

every customer that Fort Santiago have.

13

As a tourist spot and as a place with schools, commercial establishments

and houses Intramuros is full of people. Some are students, some are visitors

and some are people living or working in the area. Through this, the area is a

very good spot for street photography.

Those workers in Fort Santiago keeps the statues clean. The guards in

Fort Santiago always keep monitoring, and to make sure that the place are good

and safe.

Promotional Strategy

This product is not literally can buy, it is a kind of place where many

people are free to visit this structural sites which is the Fort Santiago. The

strategiesthey will make forthe promotions of the product that the customer can

easily captivate is to have an advertisement, so that, for those people who will

watch this advertise they will surely attract on it especially to the foreigners. A

side from advertisement, they will create some flyers and spread it in few places

content of the flyers and read the important things of Fort Santiago they can
appreciate what’s the real background of it and realize that the Fort Santiago

inside the Intramuros is one of the historical place in the Philippines.

14

Placing Strategy

Packaging Strategy
 15

Positioning Strategy

As one of the tourist spot in the Philippines the care each one of the

customer, they give a good service and they treat them special. They maintain

the beauty and the cleanliness of Fort Santiago, they give a lot of history of the

past to mark their mind the heroic and sacrifice of our heroes. They give a

comfort ability of the place to the customer and they not irritate to explore in Fort

Santiago. They give a quality of security guard to the safety of all customers.

“We never experience the beauty of it, if we never see it”, this slogan will

help the Fort Santiago to gain tourist that will visit Fort Santiago and can give

stories about the history of our country and specially the story of Dr. Jose Rizal in

his days. In campaigning this slogan the customers will have a curiosity to

explore the beauty of Fort Santiago, and to know what happened in the past.
 16

CHAPTER V

Contingency Plans and Risk Management

Solution for Weaknesses

 By using Google Map they can easily go to Fort Santiago

 The Fort Santiago will have a fund to solve, so that if ever having a

renovation the Fort Santiago was ready to renovate small defection

 Make a rules and regulations about the things inside Fort Santiago are

prohibited to hold or touch

Solutions for Threats

 Fort Santiago will have a drill about the calamities that they may encounter

 Make a new design outside of Fort Santiago so that the customers will

captive to enter on it
  Since, Fort Santiago build decades ago, it needed a few renovation and

make some entertainment event yearly about the history of Fort Santiago

17

ACKNOWLEDGEMENT

We would like to give thanks to every person that help us to conduct this

Marketing Research. To us for being positive every time that we had mistaken

while we conduct this. To the trust of every members and for the unity that we

build just to accomplish and finish this research without any trouble.

To all teachers, especially our Marketing subject teacher Mr. Jezreel

Domingo. We would like to say thank you for all the guidelines and opportunities

to take this Marketing Plan as a final project in Second Semester. We all know

that all the strengths you gave in teaching is absolutely appreciated by us

because you are the reason why we are here to continue our journey in terms

education. Although, there was a time that we failed in many times, you were

always there to motivate us and tell us that we can do this Marketing Plan.
 We would like to say thank you so to our parents who always understand

us when we got home late, because we need to do our study. Thank you for

motivating us while us conducting this Marketing Plan. Also thank you for the

financial supports when a group activities have. Thank you for trusting us in

doing everything in outside even though there are so many danger out there.

And also to God for helping and guiding us where we go. For having a

good health and protection in our family from danger. Without you we cannot

make this Marketing Plan successfully, thank you for the knowledge and wisdom

that you gave us.

18
`