Chapter 1

INTRODUCTION
Business Background
It is a beautiful paradise, a serene and peaceful place for people to relax and unwind.

Enjoy superb, freshly cooked food at their beachfront restaurant and have a restful night's

sleep in their clean and comfortable cottages. Big Bamboo Resort warmly invites guests to

enjoy their hospitality, discover this unspoiled beach and fill every stay with memories that

will last a lifetime. The resort will ensure that guests will have a fantastic time. Whether

on holiday or traveling, tourists will love this tropical paradise with its relaxing atmosphere

and unforgettable surroundings. Indulge themselves by swinging in their hammocks

amongst the coconut palms, where tourist can order their drink and admire their spectacular

sunsets on the Sulu Sea. The owners built the resort in 2009; it is a 13-year-old

establishment and was established in December 2012, solely owned by the married couple

Marie - Christine and Wael from Canada and France. The establishment was named big

bamboo because of itsq unique features of bamboo. It is famous in the Philippines, and the

resort uses giant bamboo as its primary material in all its facilities and amenities.

Big Bamboo Beach Resort is a three-star beachfront property along Sugar Beach in

Sipalay City, Negros Occidental. Conveniently located within walking distance of the

beach, this resort is perfect for beachgoers looking for a relaxing vacation where they can

find the beach outside their doorstep. The resort has 14 rooms available for rent, further

divided into six different accommodation types: the Big Bamboo Cottage, the Langub

Family Room, the Langub Bamboo Room, the Bamboo Cottage, the Nipa Hut, and the
 2

Family Studio. Each accommodation has amenities such as an electric fan,

mosquito nets, and a complete set of linens can choose from a menu of American,

international, Filipino,

and Asian dishes at the hotel's on-site restaurant and bar. Near the beach, the restaurant and

bar have set up nipa huts and tables for patrons to eat outside. Many beachside activities

are available at Big Bamboo Beach Resort's private beach, including beach volleyball,

snorkeling, diving, waterskiing, and watercraft rentals. There are also dart boards and pool

tables available. (See appendix a for pictures of the big bamboo)

Vision
To be a competitive destination committed to the excellent and exceptional guest

experience. Be a globally recognized resort in 2030 for providing services beyond our

customer's expectations.

Mission
To provide high-quality services with a consistently warm and friendly guest

experience in the hospitality and tourism industries

Marketing Objectives
• To increase market share by 5% after the implementation of the marketing

strategies

• To reduce the order process time, including the order wait time, by 3% by the end

of the year

• To increase customer engagement by advertising their brand on different platforms

• To be the most well-known beach on Negros Island in the next five years

• Create expeditions and memories that will satisfy every customer

 3

Products and Services

Table 1: PRODUCT AND SERVICES OF BIG BAMBOO

Rooms Rate per Day/NightExcess/Per night/person

Langub Family Room 1(max 8 pax) Ᵽ3650/5 pax Ᵽ450
Langub 2&3 (6pax) Ᵽ3200/4pax Ᵽ450
Family Studio (12 pax) Ᵽ4000/6 pax Ᵽ450
Big Bamboo Cottage(max.2 pax) Ᵽ2500 0
Big Bamboo Cottage(Fan only) max 2 pax Ᵽ1900 0
Big Bamboo Cottage with AC (max.2 pax) Ᵽ2300 0
Bamboo Cottage (max.2 pax) Ᵽ1750 0
Bamboo Hut (4 pax) Ᵽ1000/2 pax Ᵽ200
Nipa Hut(2 pax) Ᵽ700 0
Food
(see appendix C for menu card)
Services
Single Kayaking (per hour) Ᵽ150
Double Kayaking(per hour) Ᵽ250
Stand up Paddle (per hour) Ᵽ150
Massage Ᵽ600
Manicure Ᵽ150
Pedicure Ᵽ175

Table 1 shows the products and services that the Big Bamboo Beach Resort offers,

like accommodation, food, and the services like kayaking and massage. It shows the rate

per pax and the rate of an excess person.

 Chapter 2
TARGET MARKET AND SEGMENTATION

Target Market and Segmentation

The segmentation of Big Bamboo Beach Resort is based on the accessibility,

frequency, and responsiveness of people on the survey of the establishment. Since the

establishment is 13 years old, the big bamboo beach resort has loyal customers and they

are local and international visitors because of its welcoming nature and accommodating

staff also the scenic view of big bamboo. Big Bamboo Beach Resort has identified other

target markets by the use of a questionnaire/ survey form and segmented them into the

following. In this industry, the tourist is someone who is just not looking for a room to stay

in but a facility that provides a homespun touch as well as the engagement of staff on how

they will accommodate them.

Table 2. TARGET MARKET SEGMENTATION AND CHARACTERISTICS

Primary Secondary Tertiary Tertiary

Characteristics

Family Professionals Local Non-Local

Residents Residents
Location Residents/Non- Residents/Non- Within Sipalay Residing outside
Residents of Residents of City and outside Sipalay City
Bacolod City Bacolod City Sipalay City

Gender Female, Male Female, Male Female, Male Female, Male

Marital Status Single, Married Single, Married Single, Married Single, Married

Age 18 years old and 24 to 59 years 18 years old and 18 years old and
above old above above

How much they are Ᵽ500 to Ᵽ10,000 Ᵽ1000 to Ᵽ4,000 Ᵽ500 to Ᵽ1,000 Ᵽ500 to Ᵽ10,000
willing to spend
 5

Market Segment Analysis

Given the ease of access to lodging, food, shelter, leisure, and a whole bunch of

other little things, the resort is open to all ages and gender. It appeals to family, friends,

local residents, and non-local residents. Most potential customers were ages ranging from

18-50 years old, who often like to find a place to stay. When it comes to gender, they are

open to gender, they are male and female and prefer not to say since the resort is something

place to be the comfort and home for each tourist. With the responsiveness and frequent

visits of these groups of people to the beach resort, Big Bamboo Beach Resort identified

them as their target market.

PRIMARY MARKET:

FAMILIES: This group consists of males and females aged 18 and above. This group

prefers to stay calm and loves exploring new settings. According to the survey, they ranked

as the biggest spenders; they spend 4,000 to 10,000 pesos because this group stays for days

at the resort for leisure or holidays.

SECONDARY:

PROFESSIONALS: This group of people is male and female, aged between 24-59 years

old, single and married, and working in the neighboring cities of the resort. Mostly prefers

to stay in a welcoming environment and enjoy the scenic view. Also, the second biggest

spenders and their friends accompany them to the resort for pleasure. This group is most

likely a social media influencer who loves to share experiences.

 6

TERTIARY:

LOCAL RESIDENTS: This group of people prefers to stay for 1-2 days in the resort for

leisure. Also, ranked as the third biggest spenders the reason is that this group is residing

in the city. This group is accompanied by their families and friends.

NON-LOCAL RESIDENTS: This group of people mostly are from the neighboring cities

and municipalities of Sipalay City. This group is likely to spread their experiences from

the resort and other people would come and want to experience it
 Chapter 3
MARKET AND SITUATIONAL ANALYSIS
Economic Environment
Sipalay, the former mining hamlet in Negros Occidental, has developed into a well-

known tourism resort. It remains breathtakingly gorgeous despite copper quarrying having

removed most of its mountains and forests. With the increase of alternatives in the city,

people can visit and enjoy remarkable scenic views.

In addition, Sipalay City is the top tourist destination in the province of Negros

Occidental. Tourists are coming to experience the spectacular beaches in the city. It

provides more opportunities for the people and resorts, specifically in Big Bamboo Beach

resort. Due to the Big Bamboo Beach Resort's attractiveness to tourists and its services, the

beach resort will bring people to the vicinity and turn them into paying guests.

Social Environment
Sipalay City has an estimated population of 72,448. Based on Philatlas data (see

appendix "B" the year 2020 population of Sipalay City), the tourism industry is also

growing. Most barangays in the city have beach resorts, and most are situated beside each

other. People are busy with city life and loaded with their active lifestyles. Nowadays, the

current lifestyle of the people in Sipalay is to visit the beaches monthly to unwind and relax

instead of staying at home. Big Bamboo Beach Resort considers this preference shift one

of their significant opportunities and a possible threat because people will always be

curious and may try to think of other resorts' services.

 8

Technical Environment
Resorts in Sipalay City mostly have free Internet connections (wifi) to entice their

customers, as people today are primarily hooked on the digital world, especially at a beach

resort. Therefore, people want to share what they are up to in the social media world.

Although Big Bamboo Beach Resort has an internet connection, it is not yet free to tourists

because they have this thing called "Piso WiFi," in which tourists will insert a coin. They

will be able to connect to the resort's internet.

Competitors Analysis

It is vital to know and analyze the competitors in a business. The reason is that

companies can determine their weaknesses and strengths based on how their business

differs from theirs. Based on our research, the few direct competitors of Big Bamboo Beach

Resort are Sugar Beach, Buenaventura Beach Resort, and Bermuda Beach Resort. They

become competitors because they offer the same services, such as the beach,

accommodation, water activities, food, and many more. Out of 7 lodges in Sipalay, Big

Bamboo Resort ranked one. They are excellent in location, cleanliness, service, and value.

Aside from that, one of the tourists shared their experience at Big Bamboo Beach Resort,

which led to positive feedback. The couple said that the owner was very accommodating,

the food was great too, and there were a lot of fun activities they did. Also, most tourists

stay overnight at Big Bamboo Beach Resort because of its affordability and because there

are a lot of rooms you can choose from.

 9

Table 3: SUMMARIZES THE COMPETITOR’S ANALYSIS OF THE RESORT

COMPETITOR BIG BAMBOO BUENAVENTURA Driftwood BERMUDA SULU

ATTRIBUTES BEACH BEACH RESORT Village BEACH SUNSET
RESORT Resort RESORT
LOGO

LOCATION Sugar Beach

Barangay 79 meters Situated in Situated
71 meters away from
Nauhang away from between big right beside
6113 Sipalay Big Bamboo Beach the big bamboo and sulu of big
City bamboo sunset bamboo
Resort
Negros beach resort
Occidental
Philippines
PRODUCT/SERVIC Restaurant, Restaurant, Laundry Restaurant, Accommodations, Restaurant
ES accommodations, Service, Motorbike Accommoda Restaurant, and Bar,
Cottages, rental, Flight Tickets tion, Snorkeling Cottages,
Laundry Service, Service Snorkeling, Pool
Kayaking, stand- kayaking,
up paddle, Laundry
Billiards, and Service
Darts
YEARS IN 10 years and 1 8 years 21 years and 12 years 13 years
OPERATION month 1 month
PRICING ₱1,197 - ₱2,829 ₱650-₱2750
₱60- ₱4,200 ₱100 - ₱1,790 ₱546 -
₱3200

Digital Marketing Website Tripadvisor Active in Booking.com With an

Booking.com social media accessible
Trip.com Agoda
Facebook Page (FB) website
(inactive -last Social media FindHotel.net Active
Nov 21, 2022) With social media
(inactive last March Tripadvisor
Lonely Planet accessible (FB)
17,2022) website TripAdvisor
Tripadvisor TripAdvisor Booking.co
With accessible
Traveloka m
website Agoda

AMBIANCE Welcoming Family-friendly Cozy/homey Cozy/homey Family

environment atmosphere
 10

MAJOR COMPETITORS:

To become a leading destination in the tourism industry, one must know its major

competitor and foresee its marketing strategies. To achieve this, we compare Big Bamboo

Beach to other relative destinations to monitor competitors’ attributes. It is critical to track

how competitors perform compared to the company and their strategies to attract

customers. As you can see in our Competitor’s Analysis, the Bermuda Beach Resort stands

out among resorts in terms of location because it is the most convenient and nearby. The

Big Bamboo Beach Resort, however, excels when it comes to the services provided

because they offer services starting from free wifi, restaurant, accommodation, and

enjoyable activities. Big Bamboo Beach Resort staff also thoughtfully provide services by

being friendly and approachable to their guests. While in Digital Marketing, the one that

excels is the Big Bamboo Beach Resort because they have been promoted by numerous

platforms such as Holiday Check and Booking. Com, Facebook, Lonely Planet, and

Tripadvisor.

SWOT Analysis
The big bamboo beach resort has its strengths and flaws. The strengths, weaknesses,

opportunities, and threats affecting the restaurant's overall development and success were

identified by Big Bamboo Beach Resort and reinforced and assessed what needs to be the

focus of improvement.
 11

Table 4: SWOT ANALYSIS

STRENGTHS WEAKNESSES
1. Strategic Location 1. Internet Connectivity
2. Competent Staff 2. Limited staff
3. Customers Membership 3. High utility expense
4. Quality service to both local 4. Maintenance Cost
and foreign travelers
OPPORTUNITIES THREATS
1. Increase Client bookings 1. Strong branding and
2. New Marketing Strategies strategies of competitors
3. Increase in market share 2. Inflation of production and
4. Maximize the use of an online other ingredients
platform like the advent of 3. Tax
digital marketing to increase
revenue

STRENGTHS
Big Bamboo beach resort's main strength is its strategic location to the public. A

crucial component of a company's success is the ideal location. If a business chooses the

correct place, it may easily access customers, employees, transportation, materials, and

other resources. It is located on one of the famous beaches in Negros Occidental at Sugar

Beach, Sipalay City. It is accessible by any means of transportation, accessible by

customers, and provides easy access. Big Bamboo Beach resort is a strategic location since

they fulfill its objectives and requirements through its site, products, and services, and is

readily available for customers. Also, big bamboo beach resort has a competent staff who

understands how to accommodate the customer through they achieve customer loyalty.

Finally, the resort's hospitality towards their customers resulted in applying for customer

membership. Big Bamboo Beach Resort's online membership benefits repeat guests by

providing discounts on their next vacation. Loyal guests can avail of free nights and

exclusive discounts on future stays. If a guest stays more than ten consecutive nights at Big
 12

Bamboo Beach Resort, they will give a complimentary spa treatment and a percent

discount on rooms, restaurants, and bars.

WEAKNESSES

Like any other business, the big bamboo beach resort has specific weaknesses

because the resort is located in a city with enough beach resorts. This can mean that the

competitors have free internet connection for the customers. One of the areas for

improvement of big bamboo is internet connectivity, wherein the resort finds it hard to

communicate and answer customers' inquiries. The resort needs to pay for them to have a

signal since internet connectivity is complex in their establishment. Some of the customers

might find the nearby beach that has internet. On weekdays big bamboo beach resort has 1

(one) staff, and on the weekends, the resort has five (5) staff, so if they have limited staff,

it may also delay the service. Lastly, high utility expenses like electricity and maintenance

costs need to consider as well.

OPPORTUNITIES

One of the external factors that could help boost the market and revenue of big

bamboo is an increase in client/customer bookings. Next, big bamboo beach resorts have

this opportunity to have new marketing strategies where it will help the resort connect and

reach out to their target market. Lastly, by maximizing the use of an online platform, like

the advent of digital marketing, to increase the revenue of big bamboo beach resorts by

connecting their customers to an online platform.

 13

THREATS

The external factors that could negatively affect the success of the resort are

competitors' strong branding and strategies; this will significantly affect the resort since

those strategies will catch customers' interest. The inflation of production and other

ingredients significantly affects the resort because inflation requires more money to satisfy

the customers' needs. Still, it might be difficult for big bamboo to gain revenue. The tax

also negatively affects the resort since they are paying higher taxes than increasing their

income.
 Chapter 4
MARKETING STRATEGIES
Pricing Strategy
Pricing helps determine the point at which the business can make the most money

from sales of its goods or services. Big Bamboo Beach resort takes a wide range of factors

into account when determining prices, including production and distribution costs,

competitor offerings, positioning strategies, and the resort's target market. Big Bamboo

Beach Resort has different pricing in terms of accommodation type, entrance fees, and

menu items to appeal to a broader audience. (See appendix c for the room rates and

entrance fee, menu card). A pricing strategy involves the processes and methodologies

used to set prices for products and services. It is there to help you determine how much to

charge for each item. To attract customers and increase sales, the resorts should do bundle

pricing and discount based on a purchase. Price bundling offers customers a more

considerable perceived value per purchase. Offering customers package deals are an

excellent way to build goodwill when they purchase a new product. For example, Big

Bamboo will offer combo meals, bundle the rooms and cottages, or bundle the entrance fee

and activities fee. The discounted price motivates consumers to buy the bundle because it's

a better deal than buying them separately. And for a discount based on the time of purchase,

they could use this strategy during the off-season. Often holiday periods or particular

seasons will see a boom in bookings and revenue. In contrast, in the low periods, it's much

harder to drive results during off seasons, November - February, excluding the holidays.

The resorts should offer a discount to all tourists who visit during
 15

the off-season. This is a good deal, so tourists will generate interest and visit Big Bamboo

Beach Resort. By giving tourists discounts during the off-season, the resorts may attract

not only new customers but seasonal customers as well. And this is a good idea so Big

Bamboo Beach Resort can still generate sales during the off-season.

Product Strategy
Room accommodations, a restaurant, and a bar are the main products of Big

Bamboo Beach Resort. Clean and comfortable rooms and affordable food and drinks on

the menu are vital for the resort's success. To do so, the owner and staff always make sure

that cleanliness matters the most by paying attention to every detail of what makes a

comfortable stay, such as offering daily housekeeping (which includes a clean bathroom,

fresh bedding and towels, and a working air conditioner) for their cottages to keep them

clean and attractive. The restaurant and bar will still stick to buying fresh fish from the

local fishermen, and some ingredients will also be purchased locally to ensure freshness.

The Big Bamboo Beach Resort plans to add more rooms as they only have 14 rooms

available, causing guests to change their minds because it's always fully booked. The resort

is also planning to offer souvenirs like an abaca tote bag, as guests always request this kind

of item to buy. The resort's potential markets are foreigners and people living inside and

outside Sipalay. (See appendix d for sample souvenirs)

Place Strategy
The Big Bamboo Beach Resort has an ideal location. It is right by the sea, 7 km

from the new Sipalay government center, and 11 km from the Sipalay public market. It has

an accessible location. It's located in Sugar Beach, on the north side of Sipalay City, where
 16

people often visit this area because it offers good beaches, sightseeing, and lots of water

activities. To utilize this strength, big bamboo beach resorts will put signage on the

roadside to make it easy for tourists to find the place. The resort will also offer

transportation services for their guests to pick up. To use these transportation services, the

resort recommends guests contact them 24 hours in advance via their website for better and

more detailed planning. The management will maintain the cleanliness of their bar

restaurant by sanitizing it every time they use it. Big Bamboo Beach Resort will pay

attention to quality standards of cleanliness by offering daily housekeeping to their cottages

and rooms. The resort will also improve and emphasize the proposed water activities to

attract more customers. (See appendix e for the vicinity map)

People Strategy
The Big Bamboo Beach Resort is owned and managed by Mrs. Marie-Christine and

Wael from Canada and France. They have been in the business for 12 years. Right now,

they have a total of three employees working at the resort. Most of them are locals who

live near the island and have been in the resort from the very beginning. But the owner

hires seasonal workers during the summer or holidays since summer is the busiest time.

When the seasonal workers arrive, the owner plans to organize a comprehensive orientation

to ensure that the employees handle customer service situations appropriately and

pleasantly. Aside from this, the owner plans to invest in proper training for their regular

employees to improve.
 17

Factors Affecting the Market

Market influences are the main factors that impact the economy, industry, and

businesses. These elements affect the operations and profitability of the companies in a

specific economic area. The factor affecting Big Bamboo Beach Resort's market is

Inflation, which has resulted in higher food prices in their restaurant. Limiting the

availability of ingredients because they were costly and making prices rise for their

customers ultimately makes it more difficult for big bamboo beach resorts to continue to

offer excellent customer service. The Tax Rate is one factor that affects the market of big

bamboo beach resorts as it impacts their employment. They have a higher tax rate and tend

to have more financial stress for the owner and the resort itself. They have reduced the

number of their staff as they can only afford to hire up to three people because Philippine

taxes are costly. Telecommunication (internet) is also one factor that affects the market of

big bamboo beach resorts, as their internet connectivity could be better. The location of

Big Bamboo Beach is in a limited area, and at times there needs to be internet connectivity

present. This is due to the limited telecommunications available in the area. The resort

needs to promote or market its beach resort online. The owner has paid lots of money for

the tower signal to be available in the alternative, but more is needed. Unlike other resorts

nearby, they can offer better internet connectivity for free because they may be better

positioned to receive signals or have a direct line of sight with existing towers.

Pricing Study
As seen in the findings and discussion of the survey out of 100 respondents, 40%

of them want to spend Php 500- Php1,000, Php1,000-Php4,000 also gained 17% of them

are willing to devote Php4,000-Php10,000 pesos, and 3% are willing to pay Php100-
 18

Php500 when they are traveling. Most of the respondents are students, employed, and

businessmen/women. Big Bamboo beach Resort has the best pricing range since most

respondents find the beach affordable. Since their accommodation is reasonable, they will

make or readjust some prices for their food and corkage fee. We also evaluate the

customers' monthly income, showing that 51% of the respondents are in below 10,000

pesos monthly income status. 19% are in 10,001-20,000 pesos income status, and 14% are

none. They are students. In that case, it is reasonable also that Big Bamboo has some pricey

charges for its amenities. But the price ranges from Php 500-Php 1000 and Php 1000-Php

4000 for the most significant percentage. Big bamboo must follow this price preference of

customers since if the customers find it pricey; they will find another resort. Following

customers' wants will help the resort generate sales and profit.

Promotional Strategy

Big Bamboo beach resort should create an effective marketing strategy to attract

customers, especially in digital marketing. They should be active in their social media

marketing (see appendix f for their social media account) since, in this generation; people

are really into social media. They share, post, comment, and tag their friends, so in this

case, social media will be the most effective one when promoting business. Big Bamboo

has a Facebook page but is inactive and has no content. Most companies take advantage of

social media since they all know how big the target market is they can get. Furthermore,

you can connect to your audience quickly and fastest. In addition, big bamboo should

include brochures, flyers, and video marketing in their promotional materials; these

materials will help them gain tourists, increase revenue and potentially attract more

customers (see appendix g for brochure and link of promotional video).

 19

The Big Bamboo Beach Resort already has a website, which is very informative for

tourists because it will be easy for them to scan the resort’s information. Big Bamboo Beach

Resort should keep the website updated all the time, and we suggest that they change the

layout of their website which is pleasant to the eyes and easy to understand. (See appendix

H for the website of big bamboo).

Branding

a. Proposed Logo

The new logo that we will propose for big bamboo (see appendix I for the proposed logo).

The simplistic yet elegant logo design for a big bamboo beach resort, the logo means that

the signature "c" mark takes on an orange color evokes. The warm glow of the sunset

symbolizes the start of the day and a new beginning for our guests to unwind and enjoy

themselves on the beach. We want people to remember that the sunset at the Big Bamboo

makes them think about those calming moments by the sea where the air is clear and the

waves are calm, while the green bamboo design symbolizes good luck in the business. As

well as the bamboo design is derived from the name of the company itself, and its materials

are all made of bamboo. It also means longevity because of its strength and resilience in

the most challenging conditions, standing tall and strong. The logo is simply beautiful as

we chose unique colors and designs, as it allows for easy recognition and allows it to be

versatile and memorable for our clients. It will recognize the Big Bamboo Beach resort's

strong brand image, which will help them identify quickly.

 Chapter 5
PROJECTED SALES AND MARKETING BUDGET
Sales, Expenses, and Sales Projection
The objective of Big Bamboo Beach resort is to increase sales profit by 5% in the

first year of marketing plan implementation and to continue to increase over the following

years. Through sales and marketing strategies designed to generate demand and increase

sales, the company will draw in new markets and convert its prospective customers into

paying ones. The Projected Sales Forecast table below displays the weekly, monthly, and

annual progress of Big Bamboo Beach Resort.

Table 5: SALES PROJECTION OF BIG BAMBOO BEACH RESORT

PROJECTED SALES ON ENTRANCE FEES AND ROOM ACCUPANCY

JANUARY

Products Rates Weekdays Sales Forecast Weekdays Weekends Sales Total Weekend Total Montly Total AnnuaL
Adult Mon Tue Wed Thur Fri Total Sales Sat Sun Sales Sales Sales
x 4 weeks x 52 weeks
Entrance Fee
Wholeday Trip
Kids 60.00 5 7 0 5 10 1620.00 10 5 310.00 7720.00 401440.00
Adults 100.00 10 10 20 15 30 8500.00 50 100 15000.00 94000.00 4888000.00
Half Day Trip
Kids 30.00 0 3 0 0 0 90.00 5 0 150.00 960.00 49920.00
Adults 60.00 0 2 10 5 0 1020.00 20 35 3300.00 17280.00 898560.00

Rooom Accomodation
Langub Family Room 1 3,650 2 1 2 2 2 32850.00 2 2 14600.00 58400.00 3036800.00
Langub 2&3 3,200 1 0 0 1 2 12800.00 1 2 9600.00 38400.00 1996800.00
Family Studio 4,000 0 1 2 1 2 24000.00 2 2 16000.00 64000.00 3328000.00
Big Bamboo Cottage 2,500 0 0 0 2 2 1000.00 1 2 7500.00 30000.00 1560000.00
Big Bamboo Cottage with AC 2,300 0 0 2 0 1 6900.00 2 2 9200.00 36800.00 1913600.00
Big Bamboo Cottage with Fan 1,900 0 0 0 1 0 1900.00 1 2 5700.00 22800.00 1185600.00
Bamboo Cottage 1,750 0 0 0 2 1 5250.00 2 2 7000.00 28000.00 1456000.00
Bamboo Hut 1,000 0 2 0 1 1 4000.00 1 2 3000.00 12000.00 624000.00
Nipa Hut 700 1 1 3 0 1 4200.00 2 4 4200.00 16800.00 873600.00

(See appendix J for consolidated sales of Sipalay and tourist arrival of Big Bamboo)
 21

Table 6: OPERATING EXPENSE OF BIG BAMBOO BEACH RESORT

1 year 2 years 3 years

Operating Expense
Salary 432,000.00 432,000.00 432,000.000
Utility Expense 804,000.00 804,000.00 804,000.000
Tax 70,000.00 102,229.66 102,229.660
Kitchen Supplies 25,000.00 30,000.00 32,450.000
Legal Expense 20,000.00 20,000.00 20,000.000
Repairs &Maintenance-Labor and Materials 250,000.00 268,000.00 268,000.000
Total Operating Expense 1,601,000.00 1,656,229.66 1,658,679.660

Table 6 shows the operating expense of Big Bamboo Beach resorts in 3

years. The cost salary will be given to the resort employees and staff who work hard to

maintain and deliver good customer service and provide quality service to customers.

Utility expenses like electricity and yearly tax are also presented, and Repair and

Maintenance to beautify the resort. Legal Expenses are also included.

Table 7: MARKETING BUDGET FOR BIG BAMBOO BEACH RESORT

MONTHLY YEARLY

ONLINE MARKETING
Website Development 2500.00 30000.00
Social Media Page Development 1500.00 18000.00
Promotional Video 0.00
PRINT MEDIA MARKETING 0.00
Brochures (100pcs) 300.00 3600.00
Flyers (For quarterly promo) 300.00 3600.00
OTHERS 0.00
Signages 5000.00 60000.00
Customer Membership 5000.00
TOTAL 9600.00 120200.00
 22

The table above shows the proposed yearly marketing budget for a big bamboo

beach resort, promoting the resort to the target market. Promotional videos, brochures,

posters, and flyers will be used to educate customers by providing a product of information

about the resort, which will help big bamboo beach resort persuade customers to purchase

the accommodations and services. Signages will be used just yearly for wayfinding and

directing the tourist. And lastly, customer membership was also included.

Contingency Plan and Risk Management

Big Bamboo Beach Resort has identified some risks that if not managed properly may

affect the business as a whole. And strategies for reducing the chances of incidents that

may happen in the future.

1. Kitchen Fire

Big Bamboo Beach Resort has a restaurant with many staff working in the

kitchen. If teams accidentally leave cooking food unattended or turn it on or do not

turn it off, the equipment will result in a kitchen fire. To avoid these from

happening, Big Bamboo will train its employees. They will provide essential fire

safety training to all their employees to protect them from harm in the workplace.

Training can help them understand the basics of fire prevention and how to best

respond to kitchen fires. Accidents and incidents can happen at any time, so all of

their staff must know the appropriate measures to take when they happen.
 23

2. Irate customers due to slow customer service/delays

Some services offered at Big Bamboo Beach Resort should be provided

promptly. There needs to be faster customer service or delays, resulting in fewer

customers availing of their services. Their customers are unsatisfied when the

services are not given within the promised time frame and would not be happier if

they waited longer. It can also make them feel angry or annoyed and start shouting.

It is a fact that the success of the resort depends on achieving the satisfaction of its

customers, so to do this, Big Bamboo Beach Resort will need to compromise its

products and services to ensure that the needs and preferences of its guests are met.

Make fast transactions and efficient services available by having the beach resort

staff provide them due to their knowledge of their services and products. Staff must

serve the guest quickly and efficiently throughout the day. No matter how hectic

the daily life of the beach resort staff is, they must always ensure that they will be

able to cater to the needs and requests of their guests. Resort staff must always be

ready to assist the guests with their things when they ask for them. Serving the

guests promptly is a sign of professionalism. It shows that the beach resort staff is

reliable and trustworthy. Being able to give the guests what they asked for in a fast

and efficient manner surely satisfies them and makes them happy staying at the

beach resort.

3. Unpredictable Weather

The weather can be seriously unpredictable. If tourists visit big bamboo and

severe weather will happen, extreme weather may include thunderstorms, lightning,
 24

and tornados. Big bamboo beach resorts will never allow tourists to do island

hopping and other outdoor activities to keep them safe because it's dangerous.

4. Drowning

Drowning is a hazardous accident that could happen in a beach resort. The big

bamboo beach resort has water activities such as kayaking, stand-up paddling,

snorkeling, and island hopping. The activity is prone to drowning if not correctly

executed well. The person doing the activity might not have an experience that can end

in drowning if there is no lifeguard present. Big Bamboo should have signs indicating

depth should be placed on the beach every 0.5 to 2.5 meters from the low tide line, up

to 100 meters from the low tide line. The beachfront should have a large sign that

clearly states the daily tide times. Lastly, the beach should have lifeguards on duty to

watch over guests swimming there.

5. Injuries and Accidents

Injuries and Accidents will occur at any time. Big bamboo beach resort must

have employees who have skills in first aid. They must organize first aid or other

qualified medical personnel to be in a resort. Big bamboo beach resort should train

all employees on what to do in an emergency or unforeseen happenings.

 25

SURVEY FINDINGS AND DISCUSSION

The primary goal of this study was to determine the demographics of the

respondents in terms of Age, Location, Educational Attainment, Monthly Income, Sex,

Civil Status, and Occupation. This is shown in the following tables.

Figure 1. Distribution of Respondents according to Age

This figure shows that out of 100 respondents, 18% are 20 years old and 15% are

22 years old.
 26

Figure 2. Distribution of Respondents according to Location

This figure shows that out of 100 respondents, 85% of them are residing outside

Sipalay City and 15% of them are residing within Sipalay City.

Figure 3. Distribution of Respondents according to Educational Attainment

This figure shows that out of 100 respondents, 87% of them have a Bachelor’s

Degree in college, and the rest of them are still studying Junior High School, Senior High

School, and College.

Figure 4. Distribution of Respondents according to Monthly Income

 27

This figure shows that 51% of the respondents are in below 10,000 pesos monthly

income status. 19% of them are in 10,001-20,000 pesos income status and 14% of them are

none, basically, they are students.

Figure 5. Distribution of Respondents according to Sex

This figure shows that out of 100 respondents, 55% of them are female, 41% of

them are male, and the rest prefer not to say their gender.

Figure 6. Distribution of Respondents according to Civil Status

This figure shows that out of 100 respondents, 82% of them are single, 16% are

married, and the rest are taken.

 28

Figure 7. Distribution of Respondents according to Occupation

This figure shows that 27% of the respondents are businessmen/women and 24.5%

of them are unemployed, basically they are students. And the rest are employed such as

OFW and call center agents.

31

Figure 8. Shows how often respondent’s travel

This figure shows that out of 100 respondents, 63% travel monthly, 33% travel yearly, and

the rest are weekly and seasonally.

 29

Figure 9. Shows how much respondents are willing to spend on their travel

This figure shows that out of 100 respondents, 40% of them want to spend 500-

1,000 pesos. 1,000-4,000 also gained 40% and 17% of them are willing to spend 4,000-

10,000pesos

Figure 10. Shows that respondents who travel with them the most

This figure shows that out of 100 respondents, 62% of their travel with family. 33%

travel with friends and the rest with someone special.

 30

Figure 11. Shows how did the respondents hear about the resort

This figure shows that out of 100 respondents, 36% of them heard of the resort

through the internet. 34% of them heard about the resort through their friends and 26% of

the respondents heard about the resort through their family.

Figure 12. Shows how respondents feel about the hospitality of the resort

This figure shows that out of 100 respondents, 91% of them felt welcomed and 8%

of them felt neutral.

 31

Figure 13. Shows the purpose of the visit of respondents

This figure shows that out of 100 respondents, 35% of them visited the resort for

events. 25% of them visited the resort for holidays and 17% showed that they visited the

resort for leisure.

Figure 14. Shows what other resorts would like to visit the respondents

This figure shows that out of 100 respondents, 67% of them want to visit Sugar

Beach, 22% of them want to visit Bermuda Beach resort and 11% of them want to visit

Buenaventura Beach resort aside from Big Bamboo Beach resort.

 32

Figure 15. Shows the ratings of the respondents to the Lodging, Food, Housekeeping,

Maintenance, and Atmosphere of the Big Bamboo Beach resort

This figure shows that out of 100 respondents, most of them are satisfied with the

resort’s lodging, food, housekeeping, maintenance, and atmosphere.

 33

REFERENCES

https://www.philatlas.com/visayas/r06/negrosoccidental/sipalay.html?fbclid=IwAR35Dw
qHjGc7kU4qyFg3AD_KQIIj_sHwKy8YW7uCfg32uxA-nNbV3AriKx8
https://www.bigbamboobeachresort.com/
https://www.buenaventurabeachresort.com/
https://driftwood-village-sipalay.com/
https://www.sulusunset.com/index.php/the-resort1.html
http://www.bermuda-beach-resort.com/
https://www.traveloka.com/en-ph/hotel/philippines/big-bamboo-beach-resort-
3000010028986
 34

Appendix A
Beach Front

Restaurant Bar

Accommodation

Appendix B
Sipalay year 2020 population
 35

Appendix C
a. Room Rates, Entrance Fee, Activities Rate and Menu Card
 36

b. Menu card

x
 37

Appendix D
Sample souvenirs

Appendix E
Vicinity Map
 38

Appendix F
Social Media Marketing and Video Marketing
 39

Link :
https://www.facebook.com/ardnassil.eiram/posts/pfbid0r8pLepCVziTqaM5iQksyF
An69Fpi4sCp5CWoWWnj1nhWJDDjiS2xVgUsHCKc4EHkl
Video Marketing

Link to our Promotional Video

https://drive.google.com/file/d/18y4Jm8QvULd_YgTD5FhrIVM9VvSTrUh/view?usp=s

haring

Appendix G
a. Brochures
 40

b. Flyers
 41

c. Sample promotional brochure

 42

Appendix H
Website
 43

Appendix I
Proposed Logo

Appendix J
Consolidated Tourist Arrival year 2021

Tourist Arrival of Big Bamboo

 44

Tourist Arrival Year 2020 of big Bamboo Beach Resort

400

350

300

250

200

150

100

50