The document provides a marketing plan for Sir Vince Enterprise. It includes an analysis of the company's internal and external environment through tools like SWOT and PESTLE. It finds the company's weaknesses include competitors offering lower prices and promotions. The plan recommends reducing the price difference between the company's premium Gold fuel and regular Silver fuel to increase Gold sales. Short-term strategies include a "Coffee Break" promotion that offers free coffee with fuel purchases during morning and afternoon periods to boost sales and customer loyalty.

1. SIR VINCE ENTERPRISE
(Marketing Plan)
By: Aileen Mae Doroja

2. EXECUTIVE SUMMARY
This presentation provides analysis and
marketing strategies of Sir Vince Enterprise.
Environmental scanning such as Internal and
External scanning is used for analysis and data
gathering. SWOT analysis is applied to identify
the problem. All gathered information shows
that the organization needs to improve its
marketing strategies and customer relations.

3. The analysis finds that the weakness and threats
of the enterprise is the competitors (promotions
and low price), and miscommunication between
the customers.
Gold with Techron is the product least saleable
in the market because of its price difference. It is
recommended that Gold with Techron cut-off
the price difference of .25cents for every liter
purchased and .50cents for bulk orders.

4. THE CHALLENGE
As been identified on different analysis
regarding the scanning it shows that the
organization must take an action to its customer
satisfaction by giving prompt and superior
service to the customers. However, an action to
competitors is highly recommended to maintain
and increase its market share by giving a
discount or a low price strategy to the
customers as it also affects and a big factor of
customer satisfaction.

5. SITUATION ANALYSIS
COMPANY ANALYSIS
GOALS
To be one of the leading Caltex branch
operator and leading product and service
quality provider in Naga city, Canaman,
Magarao, Bombon, Calabanga, Tinambac and
Tamban markets and beyond.

6. FOCUS
To provide quality product through superior
customer service, that the customer will stay
and become loyal to the business.

7. CULTURE
The business and its people think of each
other as a family. The management provide
sales quota and if it is achieved by the
customer sales representatives they will be
provided an increase in salary. As a result, the
business culture is focusing on a healthy
productivity thru competition and teamwork
is enhanced to each and every one.

8. STRENGTHS
As observed the company’s strengths are the;
• Product quality
• Service offered
• Up to date facilities
• Clean and well-maintained environment

9. WEAKNESSES
As been observed the company’s weaknesses
are the;
• Competitors
• Uncertain delays in transactions
• Miscommunication between the customers.

11. MARKET SHARE
As the figure shows, the business is located at the
center of four (4) competitors; probably the
market share is given 20%, if equally divided.
Currently, there is an undergoing construction
happening in Shell, the market share is expected
to grow in 30%. If the stations’ market share is
divided according to its competitors, Shell and
Caltex may have the edge for it is a branded
company and proven quality product among
others.

12. CUSTOMER ANALYSIS
NUMBER
Sir Vince Enterprise is dealing with more than
five hundred (500) customers a day; we
provide quality products through superior
customer service to satisfy the needs of our
valued customers.

13. TYPE
We serve three (3) types of customer according
to vehicles, first the private vehicle like
motorcycles and car owners. Second, public
transportation vehicles like jeepneys, multicabs,
taxi, and tricycle drivers. Third, business used
fleets like trucks, cars of sales representatives’
customers.
We also have three (3) types of customer
according to its mode of payment such as cash,
credit and starcard (accounts of Caltex).

14. VALUE DRIVERS
Caltex service station is a well-known
company that sells quality product to its
consumers. To support the high performance
of the product and continuous patronage of
the customers, we believe to increase the
value of our service as a competitive
advantage in our market.

15. DECISION PROCESS
The enterprise will provide our standardized way
of customer service to communicate well and
break the wall between the customers and the
sales representative. We will, as much as possible
will compete with the prices given with the
government and the competitor and reduce the
cost of the product to encourage customers. We
will maintain the quality of our product and fair
business among others.

16. CONCENTRATION OF CUSTOMER BASE FOR
PARTICULAR PRODUCT
Our main product is served by the customer
service representative from the pump to the tank
of the vehicle. The customers are very particular
in the quality of the product and prompt service
of the customer service representative. To
concentrate in both of the product and services is
needed to successfully complete the transaction.

17. STRENGTHS
• PRODUCT QUALITY
• CUSTOMER SERVICE
• UP-TO-DATE FACILITIES
• CLEAN AND WELL MAINTAINED
ENVIRONMENT
• APPROACHABLE STAFFS
• CREDIT CARD PAYMENT FOR CUSTOMERS
• EXTRA SERVICE OFFERED SUCH AS AIR &
WATER FACILITY AND CLEANS CAR’S
WINDSHIELD
• COMMITTED AND PASSIONATE STAFF
• UNITY AND TEAMWORK WITHIN THE
ORGANIZATION
• LUBRICANT OIL IS AVAILABLE.
• SALES QUOTA AND PERFORMANCE BASED
INCENTIVE FOR CUSTOMER SALES
REPRESENTATIVE.
• QUARTERLY MYSTERY VISIT FOR
EVALUATION, 100% RATE IS GIVEN AN
INCENTIVE.
• DISCOUNTED LANE FOR UNLEADED.
SWOT ANALYSIS
WEAKNESSES
• LUBE BAY AND WASH BAY IS NOT
OPERATING
•STAFF’S LATE AND ABSENTEEISM
•POS IS MALFUNCTIONING AT PRESENT
•NO AVAILABLE PUMPS IF IN
RUSH/PICK HOUR
•INSUFFICIENT STOCK OF LUBE
PRODUCTS.
•UNCERTAIN DELAYS IN
TRANSACTIONS.
•PERSONNEL ERRORS
•MISCOMMUNICATION BETWEEN THE
CUSTOMERS.

18. SWOT ANALYSIS
OPPORTUNITIES
• BULK ORDERS.
• ROAD REPAIR AFFECTS THE
CUSTOMER TRAFFIC FLOW IN
SHELL (CANAMAN)
• PROMOTIONAL ACTIVITIES
SPONSORED BY THE HEAD OFFICE
GIVES OPPORTUNITY TO
INCREASE CUSTOMER COUNT
AND MAKE THEM LOYAL
CUSTOMERS.
THREATS
• LOW PRICE GIVEN BY
COMPETITORS
• PROMO GIVEN BY COMPETITORS
• COMPETITORS MAY SPREAD
RUMORS TO PIRATE CUSTOMERS.
• INTER-ORGANIZATION’S
CONFLICTS MAY ARISE BECAUSE
OF BRANCHES TARGET QUOTAS.
• COMPETITORS ARE SELLING THE
SAME LUBRICANT OIL BECAUSE
OF SUPPLIERS, THOUGH THE
PRODUCT IS A CALTEX BRAND
THEY OFFER LOWER PRICE.

19. ALTERNATIVE MARKETING
STRATEGIES
• LOW PRICE STRATEGY
• ADVERTISING
• LOCAL LOYALTY PROGRAM
• MONTHLY SALES EVENTS
• CUSTOMER SERVICE CONSISTENCY OF CUSTOMER SALES
REPRESENTATIVES.
• TO LOOK FOR CASH AND CREDIT BASIS ACCOUNTS.
• TO MAINTAIN AND REPAIR EQUIPMENTS
• TO KEEP CONTROL OF PUMP CALIBRATION
• DISCOUNTED OR PISO LANE FOR JEEPNEY(PUJs)
• REDUCE LUBRICANTS’ PRICE
• HAPPY HOUR, DISCOUNTED PRICE ON SELECTED HOURS PER SHIFT
• COFFEE BREAK, PROMOTIONS FOR TRICYCLE AND JEEPNEY DRIVER
• LOWER OR DISCOUNTED PRICE FOR GOLD (PREMIUM), AS IT HAS LOWER
VOLUME OF SALES COMPARED TO DIESEL AND SILVER (UNLEADED).

20. MARKETING STRATEGY
PRODUCT
A strategy for this product is created to increase the
sales in our differentiated fuel.
BRAND NAME: GOLD (PREMIUM)
QUALITY: A gasoline called Premium with 95%
octane to maintain its quality; it is designed to faster
and cleaner engine of vehicle. Gold 95 with Techron
cleans vital engine parts, preventing the build-up of
carbon deposits to help increase engine efficiency
and performance overtime.

21. SCOPE OF PRODUCT LINE: This product, Gold can be
refuel to unleaded type gasoline vehicles such as
motorcycles, cars, UV’s and SUV’s gas type, tricycles
and multicabs.
WARRANTY: Warranty is not applicable for fuels, if
product is believably considered as defective and
contaminated, the product will be collected and
change the product refuelled, as to present no
reported complaints on product quality.

22. PACKAGING: Physical packaging is not applicable. Product is
available from the tank and dispensed from the pump to the
nozzle and to the vehicles’ gas tank. Packaging may apply to
the appearance of the pump, signages and product
information builted-in.
PRICE: Traditionally, Gold (Premium) is priced one (1) peso
higher from Silver (Unleaded) of the company. Some
customers are price sensitive where they tend to buy cheaper
products that they believe it has the same quality and some
customers doesn’t know the premium fuel that’s why the
product has lesser volume than the others.
CURRENT PRICE: Php. 40.55 per liter. Price may vary every
week due to price hike or rollback in accordance with the
government regulation and economic trends.

23. DISCOUNTS: It is expected to give .25 cents discount
for every purchase of Gold product to cut off the
difference of one (1) peso price difference between
Gold and Silver product.
BUNDLING: The operator is expected to give .50 cents
discount for every purchase of 500 liters and above
bulk orders.
PAYMENT AND FINANCING OPTIONS: The product is
available on cash, credit card and In-store account
depends on the term of agreement to offer financing
opportunities to customers.
LEASING OPTIONS: Not defined.

24. ACTION PLAN
PROPOSED PROJECT: .25 CENTS OFF PER LITER ON
GOLD
.50 CENTS DISCOUNT PER LITER
ON GOLD BULK ORDERS
OBJECTIVE: To cut-off the price difference on
gasoline fuel by .25cents and to
give .50cents discount per liter
on bulk orders and increase sales
of differentiated fuel.
PERSON INVOLVED: TOP MANAGEMENT, RETAIL OPERATORS
PROJECT DURATION: Effective on January 1, 2015
*Subject for test market

25. SHORT-TERM ACTION PLAN
PROMO CAMPAIGN: COFFEE BREAK
OBJECTIVE: To increase gasoline sales and draw loyalty of the private
and public vehicle drivers (jeepneys and tricycles) from
4:00am-6:00am and 4:00pm-6:00pm.
PROMOTIONAL SCHEME:
WORTH OF RECEIPT FUEL REWARD
Php. 150 GOLD FREE COFFEE
Php. 200 SILVER/DIESEL FREE COFFEE
*applicable only on regular priced fuel, discounted lane customers are disqualified in the promo.
PROMO DURATION: JANUARY 1, 2015 – MARCH 31, 2015
*applicable only from 4:00am-6:00am and 4:00pm-6:00pm
PROMO MECHANICS:
1. CSR will gladly inform the customer about the promotion, to promote the current promo and up sell the volume of
gasoline purchases.
2. After payment, Cashier will print receipt (Original copy for the customer, duplicate copy to the management), cashier
will sign to validate the transaction made.
3. To claim the free coffee, CSR will ask customer to print their name at the back of the receipt and affix their signature to
validate the claim. CSR will give the coffee to the client and give back the receipt to the cashier for reporting and inventory
purposes.
PERSON INVOLVED: TOP MANAGEMENT, RETAIL OPERATOR, SUPERVISORS, CASHIERS AND CUSTOMER SALES
REPRESENTATIVE.

26. END