JAN JERICHO RALAR

JOSHUA MAEL FUENTES

MARK ANTHONY CATOR
MARK ANTHONY CABALLES
MARLON PATEO
INTRODUCTION
Many countries compete towards absolute economic supremacy. This competition only
encourages various ideas that can be useful for a country to be at an advantage in this global
economic brawl. One of those ideas is the capitalization on tourism. Rich or poor, all of the
countries have taken their tolls on tourism nowadays (Bonjanic, Warnick, & Musante, 2009).
However, in the investment for tourism, a country must also know the reality that tourism
brings damaging outcomes to the environment, society and to the economy even (Aall, 2014).
These detrimental effects happen because of tourism’s uncontrolled growth (McElroy, 2003).
 In the Island Province of Biliran, all municipalities had already started taking investments
on tourism. They are Naval, Almeria, Kawayan, Culaba, Caibiran, Cabucgayan, Biliran
and Maripipi. The province has a lot of tourism attractions and activities to provide. From
soft to hard adventure, the province can provide tourists the experience they want from a
tropical island and the tourist destinations that they need to experience. The following
municipalities contributes individual contribution in regards of tourism developments in
the province. They were in stage of promoting the area in order to have sustainable tourism
development. Among of the municipalities, the municipality of naval is considered as a
central of the business and tourist destinations and of this is the Chamorita Beach Resort in
Catmon, Naval Biliran.
 Chamorita is located in Biliran Province, Philippines conveniently located halfway
between biliran town and naval, the capital of biliran, right off the national highway on the
shores of biliran straits. Chamorita Beach Resorts can easily be reached via a well paved
highway from tacloban, the capital of leyte and ormoc a seaport city in Leyte.
 However, the paper focused its study lens on Chamorita Beach Resort in Catmon, Naval
Biliran. Being a tourist stop point, market has been building up in the area, thus making an
earlier result of a healthier tourism business environment good tourism planning
development is highly needed in order to maintain its growth.
 Nonetheless, on the concern of tourism planning, the paper saw a great deal in conducting
a pioneering assessment in promoting the area to have a sustainable development. This
assessment helped spring-board more studies on tourism planning readiness to sustainable
development in the town and in the province at large.
 GOALS

 Chamorita Beach Resort generate world-class resorts popularly known locally and

internationally in the province.

OBJECTIVES

 The objectives of operation include:

 To create a service-based company whose primary goal is to exceed customer's
expectations.
 To build a place that has a tourism impact to the municipality or in the province.
 To provide satisfaction to the guest/customer ad good services.
 To give a comfortable place that they can relax and they can post to the post to the social
media
MISSION

 Chamorita Beach Resort will generate the best café in the entire province

through its uniqueness and creativity. The resort that gives satisfaction to the

customer from the services they offer. They also serve food both local and

international for them to be satisfied and accommodate guest with good presentation

of the rooms. The resort will develop its good service that requires on the demand of

customer.
 VISION

VISION

To nationally known for its good services, offer that leads good satisfaction of the

customer. To produce number of branches all over in the Philippines by maintaining its

growth and development.

CHAMORITA BEACH RESORTS SWOT ANALYSIS
 INTERNAL FACTORS
STRENGTH (+) WEAKNESSES (-)
S.1 DTI Approved W.1 low performance

S.2 ISO 9001:2015 Certified W.2 Lack of training of the employee

S.3 Strong external linkages for W.3 inaccessible
student practicum/immersion
CHAMORITA BEACH S.4 BIR Approved W.4 Lack of social media promotion
RESORTS SWOT ANALYSIS
S.5 employees are willing to render W.5 Lack of computer reservation system
overtime work for resort security monitoring.
S.6 organization is registered and W.6 Lack of security who man the area.
active
S.7 have municipal permit W.7 expensive rooms
S.8 The resort owns by pool of W.8 Lack of motivational activities
experts needed for the improvement
and development of resort. W.9 Lack of employees
W.10 poor or low salary offered.
W.11 No internet connection

OPPORTUNITIES (+) STRENGTH (+) /OPPORTUNITIES WEAKNESSES (-)/ OPPORTUNITIES (+)

E (+) STRATEGY STRATEGY
X Q.1 Strong external 1. apply for level of good performance 1. develop individual trainings for every
T linkages for entire province employee.
E O.2 ISO 9001:2015 2. update ISO 9001:2015 status in 2. Conduct 1 research study for FY 2020 in
R Certified January 2021 (s.7, 0.3) order to determine problems in the resort.
N O.3 There are legal 3. Conduct promotional video in you 3. Send 3 employees for trainings
A documents for the place. tube and company site for FY 2021 internationally form them to have knowledge
L (S.4, S.8, 0.7) advanced.
For FY 2021.
F O.4 Evaluation by 4. Encourage 3 employee to have training
A municipality membership.
C O.5 offers less rooms
T
O O.6 The resort has fund
R for activities.
O.7 MOA of all NGU and
LGU and private sector.
O.8 Strong LGU and NGU
linkages
O.9 Sustainability of
tourism development
O.10 known locally and
internationally for the
good service
THREATS (-) STRENGTH (+)/ THREATS (-) WEAKNESSES (-)/ THREATS (+)
STRATEGY STRATEGY
T.1 Closure of Program 1. Pursue ISO 9001:2015 1. Conduct strategic planning and budgeting
Recertification in FY 2020. in the procurement of infrastructure,
facilities, equipment and laboratory.
T.2 Forfeiture of ISO 2. Sustain strong external linkages
Certification both community and company
T.3 Down grading of the
customer satisfaction
T.4 Non-Compliance to
other Requirements
T.5 Stringent BIR/DENR
MARKETING PLAN
Marketing Strategy

CHAMORITA BEACH RESORT marketing strategy will be based on the idea and concept
of the two business partner. When they think that their business gradually grow they suggest it
online promotion in order to be aware of all neighboring municipalities. This will be
accomplished through two ways. The first method is a targeted advertising campaign. 
Advertisements will be placed in various fliers segregating through Facebook and websites.
Additionally, the resort is popular in biliran island blog and confession and it will be credits to
their business. These advertisements should yield a decent amount of service inquiries since
they are fairly targeted toward the target population that utilizes a best café service.
Mission

Chamorita Beach Resort will generate the best café in the entire province

through its uniqueness and creativity. The resort that gives satisfaction to the

customer from the services they offer. They also serve food both local and

international for them to be satisfied and accommodate guest with good presentation

of the rooms. The resort will develop its good service that requires on the demand of

customer.
Marketing Objectives

1. Maintain positive, steady growth each month.

2. Experience an increase in new customers who are turned into long-term

customers.

3. Decrease the market expenses as a percentage of sales.

Financial Objectives

1. A double digit growth rate for each future year.

2. Reduce the variable operating costs.

3. Increase the profit margin per event.

Target Market Segment Strategy

 The dominant target market for resort is a regular stream of local residents. Personal and
beneficial customer service at a competitive price is key to maintaining the local market
share of this target market. The upper-end menu items and services are cost prohibitive for
the middle class target segment.
Marketing Mix

Chamorita Beach Resort marketing mix is comprised of the following approaches to

pricing, distribution, advertising and promotion, and customer service.

 Pricing:  Chamorita Beach Resort pricing scheme is based on a per plate, or per person
charge.
 Distribution:  Chamorita Beach Resort serves the greater service area in any type of
facility.
 Advertising and Promotion: This will be done through ads in various newsletters as well
as a networking campaign, Facebook and website.
 Customer Service: Obsessive customer service is the mantra.  Chamorita Beach Resort
philosophy is whatever needs to be done to make the customer happy must occur, even at
the expense of short-term profits.  In the long term, this investment will pay off with a
fiercely loyal customer base who is extremely vocal to their friends with referrals.
Financials, Budgets, and Forecasts

This section will offer a financial overview of Chamorita Beach Resort as it

relates to the marketing activities. Chamorita Beach Resort will address sales

forecasts, expenses forecasts, and how those link to the marketing strategy.
Sales Forecast

The first month will be used to set up the kitchen and office. There will be no sales activity
during the first month. The second month will purchase another cottages and rooms for every
housekeeping area. Months three and four will see a steady increase in sales. Word will have
gotten out from the advertising as well as networking that Chamorita Beach Resor is the
popular resorts in the entire biliran offers a high-quality service to every customer. Throughout
the year it is forecasted that sales will incrementally grow in size until profitability is reached
toward the end of year one.
Expense Forecast

Marketing expenses are to be budgeted so they peak several months before a

busy period, providing visibility at a time that people are scheduling future parties.
Controls
The purpose of Chamorita Beach Resort marketing plan is to serve as a guide for the organization.

The following areas will be monitored to gauge performance:

 Revenue: monthly and annual.

 Expenses: monthly and annual.

 Repeat business.

 Customer satisfaction.
Contingency Planning

Difficulties and risks:

• Problems generating visibility.
• Lower than forecasted demand.
• The entry of another already established competitor that recognizes the market potential.
Worst case risks may include:
• Determining that the business cannot support itself on an ongoing basis.
• Having to liquidate equipment to cover liabilities
 CHAMORITA BEACH RESORT

PROPOSE ACTION PLAN

Quality objectives:

1. Produce at least 3 employees that train locally and internationally in FY 2021.

2. Apply

3. Submitted renewed legal documents to different sectors.

 Operational Activity/task Persons involved Timeframe Budgetary Performance
strategies requirements/resources measures/success
indicators

I. Housekeeping development plan/requirement

1. Develop and 1. Submit floor plan to engineer.        Produced brilliant

produce at least 2. Invite an engineer to evaluate Engineer     rooms for the guest.
5 rooms in the the area.   January- 150,000  
resort. evaluate manuscript Manager December,
  3. Established a contract between   2020
  management and construction. Employee
  4. Coordinate with the production
services and to the management
through submitting reports.
2. Submit 3 1.Scout for housekeeping training   January- 500,000  Letter of invitation
regular faculty for the resorts. Regular employee December,2019 from organization.
employees for 2. Recommend employee to attend    Certificate of
housekeeping housekeeping training. Manager attendance
trainings.  Membership ID for
  housekeeping training.
  

I. Food and beverage development plan requirement

1. Apply seminars 1. Create committee for the Regular employee January- 125,000  Letter of Intent
local and seminars   December,2019  Completed all the
international 2. Preparation of documentation and Manager documents for the
cuisine. evidence training
  3. Submit letter of invitation  communications
 
 
 
 
 
I. Resort Building development plan
1. Maintain or 1. Monitor the feedback        Monitoring checklist of
increase the 60 % gathered from the customer.       the guest.
performance of 2. Monitor the number of Regular employee January-    Employees record with
the resort for FY employees and guests.   December,2019 175,000 evidence (Last 2 years)
2020 3. Conduct a survey and Manager  
  maintenance plan of the  Endorsement letters
2. Maintain and building.
increase the 4. Facilitate MOA/MOU signing
external linkages 5. Scout for new external
for the resort for linkages for local and
local and international
international.
 
3. Enhancement
training for the
company
IV. cottages development plan

1. Submit 3 1. Submit proposals presentation.      

completed 2. Coordinate with the engineer for      
proposals for the the conduct of survey on the place. Regular employee January-  
renovation f the     December,2020 150,000
cottages.   Manager
2. Submit
floorplan to an
engineer for the
renovation of
cottages.