The document acknowledges those who supported the marketing plan project. It thanks God, the project supervisor, Our Lady of Fatima University for the courses taken, and families and friends for their support and understanding. An opportunity was given to learn about sustainable tourism and developing tourist goods and services. The document also contains an executive summary, SWOT analysis, competitive analysis, product and customer analyses, segmentation and targeting, objectives and quotas, action plans, strategies, resources needed, and appendices with a survey sample and division of labor.

1. Our Lady of Fatima University - Antipolo Campus
College of Hospitality and Institutional Management
Bachelor of Science in Travel Management
i
ACKNOWLEDGEMENTS
Thou art worthy, O Lord, to receive glory and honor and power:
for thou hast created all things, and for thy pleasure they are and were created.
Revelation 4:11
We would like to express our gratitude to everyone who supported us throughout
the marketing plan. We are thankful for their aspiring guidance, invaluably constructive
criticism and friendly advice during the project work. We are sincerely grateful to them
for sharing their truthful and illuminating views on a number of issues related to the
project.
First and foremost, praises and thanks to the God, the Almighty, for showering
blessings throughout the marketing plan and giving us enough strength and team work
to complete our work. We would like to thank our supervisor, Miss Joannes Alonsagay,
for the valuable guidance and advice. She inspired us greatly to work hard on this
project. Her willingness to motivate us contributed tremendously to our project. Also, we
would like to take this opportunity to thank Our Lady of Fatima University (OLFU) for
offering the courses, Ecotourism (TOUR 7) and Tour Promotion and Marketing (TOUR
9). It gave us an opportunity to participate and learn about selling nature to save it,
natural preservation, sustainable tourism and planning and development of tourist
goods and services. An honorable mention goes to our families and friends for their
understanding and support in completing this project. Without them, we would face
many difficulties while doing this.

2. Our Lady of Fatima University - Antipolo Campus
College of Hospitality and Institutional Management
Bachelor of Science in Travel Management
ii
Table of Contents
Acknowledgements i
Executive Summary 1
Corporate Connection 3
Environmental Analysis and Forecasting 4
SWOT Analysis 4
Competitive Analysis 5
Product Analysis 6
Customer Analysis 7
Segmenting and Targeting 8
Next Year’s Objectives and Quotas 10
Action Plans: Strategy and Tactics 11
Success Strategy 11
Service Strategy 11
Recovery Strategy 12
Resources Needed to Support Strategies and Meet Objectives 13
Marketing Control 14
Presenting and Selling the Plan 15
Appendices/Preparing for the Future 16
Appendix A – Survey Questionnaire Sample 16
Appendix B – Division of Labor 19