isla pagmaya

ISLA PAGMAYA
More than Meets the Eye

March Limited Edition

Is there
anything
greater
than this?

The gem of Siargao
Island, the surfing
capital of the
Philippines.

Journey Happiness

Enjoy the journey The purpose of our
because destination lives is being
happy.
is mirage.

THE TABLE OF

Contents

1 Executive Summary 02

2 Company Description 03

3 Vision, Mission, and Objectives 04

4 External Environment Analysis 05

a. PESTEL Framework
b. Michael Porter's 5 Forces of Competitive Framework
c. Strategic Group Mapping
d. Competitive Profile Matrix
e. Opportunities and Threats

5 Internal Environment Analysis 12

a. Flower of Services 15
b. Strengths and Weaknesses

6 SWOT Analysis

7 Segmentation, Targeting and Positioning 16

a. Potential Market Size (peso value)
b. Target Market
c. Unique Selling Proposition
d. Positioning Statement

8 Key Service Marketing Strategies 19

9 Service Marketing Plan Matrix 20

10 Monitoring and Control 21

11 Recommendations 22

12 Appendices 23

Executive Summary

Isla Pagmaya began to rise in March 2019 and is now one of the most
prosperous and rapidly expanding resorts in the Siargao Island. They have
established themselves in the market, as evidenced by the businesses' use of a
wide range of different competitive strategies. And as of this moment, Isla
Pagmaya has encountered several hurdles to being competitive in the
neighborhood market, notably during pandemics and the expansion of indirect
and direct rivals.

Without considering the many things that may occur inside their firm, such as
competitors, threat of substitutes, customers, and so on, their business
operations would not have been sufficiently successful. A Situation analysis has
been produced to explain those many elements, and it is located on specific
section of this paper. It highlights various elements that have an impact on Isla
Pagmaya's overall operations when it comes to providing service to customers.
Additionally, Isla Pagmaya's benefits and drawbacks have been thoroughly
explained so that it may evaluate them quickly and readily.

ISLA PAGMAYA 02

Isla Pagmaya

COMPANY DESCRIPTION

In Siargao Island in the Philippines, a surfer's
paradise, is where you'll find the bohemian-luxe
resort, Isla Pagmaya, with its prime beachfront
location and conveniently located in the heart
of town. The words isla and pagmaya are the
origin of Isla Pagmaya. Pagmaya is a bisaya
term that means "a feeling of great happiness,"
whereas isla is a tagalog word that means
"island." Siargao has much more than just
merely waves, despite being recognized as the
surfing capital of the Philippines. Because of its
accessible position close to all the best surfing
areas, restaurants, and bars, Isla Pagmaya in
Siargao has a vibrant atmosphere that
provides tourists a taste of island life.

People from various cultures and races
converge there to unwind and enjoy
themselves. It is not only one of the nicest
locations to stay in Siargao, but it is also a
great place to hang out and make new friends
with other tourists. It has its own cocktail bar, a
place to view the sunset and the moonrise, an
in-house restaurant, and a surf store.

ISLA PAGMAYA 03

Vision

Our vision is to offer service that is genuinely engaging,
in resorts with outstanding presence, and authentically
local experiences and to create employment
possibilities, particularly for locals, and to help Isla
Pagmaya flourish economically through tourism and
family vacation destination recreation.

Mission

We are firmly committed to meeting the needs of both
first-time and returning customers by providing what
they need, recognizing and appreciating our employees'
contributions and involvement, ensuring equitable and
fair returns to our shareholders, and being accountable,
responsible, moral, and reliable corporate citizens.

Objectives 04

1.To develop and sustain a positive image
2.To develop the place and provide a

unique tourist service
3.To respect, improve and complement the

existing location and its natural setting
4.To enhance the lives of our customers

by creating and enabling unsurpassed
vacation and leisure experience
5.To provide the genuine care and comfort
to guests.

ISLA PAGMAYA

External Environment Analysis

ISLA PAGMAYA

05

pestel framework

POLITICAL

Government is the backbone of the hotel sector, and that assistance from the

1 government enables it to survive in a cutthroat environment. The government
charges significant taxes on hotels in the luxury and star categories. Political

changes have a direct impact because of Government, especially on hotel

industry. Any small step taken by Government will inevitably affect hotel

industry. The state Government must take huge decisions which will support the

growth of industry. The hotel sector may be impacted by political

considerations in the following ways:

the government has the authority to establish a travel ban in the event of

political turmoil or any other emergency

the elections or other similar governmental changes may be beneficial or

detrimental to the hotel industry

the influence of taxes on the entire hotel earnings is significant in the hotel

industry

ECONOMIC

Any significant economic change has a significant impact on the lodging

2 sector. Luxury hotels make up a sizable portion of this sector. The ability of
consumers to afford luxury hotels is significantly impacted by recessions,

inflation, and other economic repercussions. However, they also increase the

demand for inexpensive hotels, expanding some sectors of this market. Most

nations are experiencing a slowdown because of a nationwide lockdown,

which results in a relatively low level of productivity in all nations. The

epidemic has seriously impacted the way that numerous businesses operate,

leaving individuals with less money to spend on leisure activities, which is

undoubtedly bad for the hotel. These are the economic factors that can affect

the hotel industry:

unemployment

economic instability

SOCIAL

The current generation has shown a strong trend towards traveling. Peer

3 pressure to travel is further increased by social media platforms that allow
people to share their experiences. A wider class of individuals may now use

the hotel business thanks to this as well as increased spending capacity. Future

growth of this trend will result in increased demand for hotels. Additionally,

hotels are making sure they are better suited to meet needs and are

becoming more welcoming of various social levels. Most nations have put in

place legal safeguards to ensure that no such discrimination is permitted.

Many hotels are also providing discounts and other offers to ensure that

people can afford longer and more luxurious stays. These are the social

factors that can affect the hotel industry:

·consumers’ taste and preference

peer and relatives’ influences

cultural barrier

ISLA PAGMAYA 06

pestel framework

TECHNOLOGICAL

Technology is increasingly disrupting a wide range of industries. Resorts have

4 become increasingly tech-friendly in recent years. The increased usage of
social media may give Isla Pagmaya with an excellent chance to market the

services they offer. Almost all resorts have installed CCTV cameras to provide

security and other amenities that enhance the guest's stay. The amount of

hotel reservations made online has grown, either directly or through third-

party apps. Foreign travelers may now simply reserve a hotel room by pushing

a button. They may also quickly obtain all the information they want because

of this. High smartphone usage rates give an opportunity for the company to

improve its digital and mobile products. These are the technological factors

that can affect the hotel industry:

privacy and security aspects

social media platforms

ENVIRONMENTAL

Extreme weather conditions make it difficult for countries' hotel industry to

5 flourish. As a result of the increasing weather, such problems have grown in
several areas. Different markets have different standards or environmental

regulations, which may impact an organization's profitability in that market.

Even within the same country, states may have different liability and

environmental restrictions. The Philippines' environmental laws and regulations

give businesses the chance to increase customer participation by integrating

environmental conservation into their daily operations. Also, Isla Pagmaya can

take action to reduce energy, water, and food waste. These are the

environmental factors that can affect the hotel industry:

weather conditions

pandemic

LEGAL

The growth of the hotel industry is heavily reliant on a country's legislative

6 structure. Now that anti-discrimination laws are in place practically
everywhere, the travel and tourism industry, and hence the hotel industry, has

benefitted. In addition, all hotels must meet certain specifications. These

standards encompass, among other things, health and safety. Furthermore,

hotels are becoming stricter about collecting identification before allowing

visitors to use their amenities. Given the rise in crime and terrorism throughout

the world, this is considered progressive. By adhering to the rules and

regulations of product safety and consumer protection, the Isla Pagmaya can

increase their performance and customer satisfaction rates. These are the

legal factors that can affect the hotel industry:

taxation legislation

employment regulation

Department of Health (DOH) Policies

ISLA PAGMAYA 07

MICHAEL PORTER'S

FIVE FORCES OF COMPETITIVE FRAMEWORK

Threat of New Bargaining Power Bargaining Power

Entrants of Suppliers of Buyers

New competitors increase The margins Isla Pagmaya can Isla Pagmaya consumers
pressure on Isla Pagmaya by make in the market may be traveling regularly are very
lowering prices, cutting costs, reduced by suppliers with savvy customers. It has
and offering customers new market dominance. Strong become very easy to explore
value propositions. They also service providers exploit their online and find the most
bring innovation and new ways negotiation position to competitive option that best
of doing things. demand higher fees from the suits the pocket. The internet
businesses in Isla Pagmaya. has also eliminated the need
Higher supplier bargaining for “middle-man” needed to
power generally has the effect book travel services now. Isla
of decreasing resort Pagmaya with the advent of
profitability. the internet and educated
buyers, the bargaining power
has shifted in favor of the end
customer.

Threats of Substitute Rivalry among the

Products or Services Existing Competitors

Usually, where there is a Isla Pagmaya, The rivalry in the resort industry is fierce.
there are other resorts nearby. They are When customers search for a good
in all price ranges, with varying degrees resort online, it reduces the competition
of services and amenities. You need to and the differences between the
Try a search on Google or Facebook for competitors including our resort
our resorts, you will get a list of a wide Customers will almost always look for
variety of resorts from small to high end the best price with the best amenities.
resort on the same city. Internet has With more options and more
also increased the substitute threats information available customers also
inviting new competitive models. Given pick alternate locations if that meets the
its potency, internet presence for price budget and a different itinerary.
existing resorts is vital.

ISLA PAGMAYA 08

Strategic Group Mapping

The graphical representation shows that Isla Pagmaya still has a lot of
competitors when it came to offering a variety of rates that had a quality
and affordable price. By the given analysis above, the resorts in Siargao

should adapt the continuous improvement to compete with the others.

ISLA PAGMAYA 09

COMPETITIVE PROFILE MATRIX

The following categories, including service quality and price
competition are strong points for Isla Pagmaya. Because of its
excellent reputation, visitors frequently choose to stay at Isla Pagmaya.

The two elements, financial position and market share, all offer room
for development for Isla Pagmaya due to being one of the newest
resorts in Siargao and is still developing. Isla Pagmaya should, as a
result, use advertising to improve hotel performance and revenue, such
as by running deals on Facebook and trivago. This is evident from
looking at their rivals in this field. In conclusion, depending on their
rivals, Isla Pagmaya is second in being market leader.

ISLA PAGMAYA 10

opportunities

Rapid economic development has been
matched by improvements in governmental
institutions, expansion of the travel and tourism
sector, and infrastructure. A rise in middle-class
earnings will also boost the resort brand
significantly since it suggests that there is a
substantial source of available consumption
expenditure that the business can tap into.
Broad target market: The resorts' varied
locations across the world allow the opportunity
to develop distinctive services for each brand,
specifically suited to meet the needs of the
target population.
Due to the present economic downturn, most
consumers' purchasing power has reduced. Isla
Pagmaya may take advantage of this by
offering reduced pricing to attract new clients
and retain existing ones.
With the development of electronic media,
information is now widely accessible from
anywhere on the world and can quickly reach
the great majority of consumers. By utilizing the
social media platform to advertise its services,
Isla Pagmaya may take advantage of this
moment of opportunity.

threats

·Due to fierce competition from other market
participants and the fact that numerous
enterprises share the same client base,
revenues are declining.
·Businesses won't function effectively because
of the political unrest occurring in several
parts of the world. Visitors won't come and
replenishing of goods will be difficult.
·New firms provide a severe threat of
competition to established brands. Customers
look into new products regularly, denying the
old ones sales.
·There may be a huge demand for highly
skilled professionals who can offer wealthy
clients the best service. The few available ones
might be too expensive to hire.

ISLA PAGMAYA 11

INTERNAL
ENVIRONMENT ANALYSIS

ISLA PAGMAYA 12

Flower of Services

INFORMATION

In Isla Pagmaya, we discuss among our guests the following topics:
beach prices, warnings, available rooms, tables, services, reminders,
and other information about our beach resort.

CONSULTATION

This is more about guests enquiring, such as what time they may
enquire about the resort. It is all about responding to people's
questions.

ORDER TAKING

There are early bookings, reservations, or walk-ins on Isla Pagmaya,
and you may email, call, or visit our website. Here you will also see
what you will get when you stay in our Isla Pagmaya. We have
several promotions if you purchase the entire package, which
includes meals, a table, and a room. This is the fulfillment of our
Guest’s order on-site.

HOSPITALITY

We constantly give excellent services to our guests, such as
greetings, food and beverages, and a tidy and clean toilet and
washroom. We also provide waiting facilities and amenities where
you may wait comfortably, as well as magazines and newspapers to
read and enjoy. This activity primarily serves customers visiting on
Isla Pagmaya.

CARE TAKING

In Isla Pagmaya we ensure the safety of our guest and we take care
of their belongings.

EXCEPTIONS

In some cases, we handle communication and unique demands
before service delivery and welcome client recommendations. We
have a problem-solving process for handling challenges that come
up in our resort.

BILLING

The billing is to provide the computation of the customer billing
information about staying here in the resort. We offer cash or card
method payment.

PAYMENT

Payment can be done at the end of your stay here in our resort.
Payment can also do in advance. If you want to prepay, we offer a
10% discount on the part of your reservation you pay in advance.
We accept both credit card and bank transfer for online bookings.
The invoice is normally sent to your email address.

ISLA PAGMAYA 13

Strengths Weaknesses

Market Diversification: By establishing Although Isla Pagmaya has grown its
objectives and plans for the target wings and invested, it is still heavily
market, the brand intends to enter dependent on its domestic market,
various worldwide markets in order to thus any effect that impacts the
reap the benefits of a rapidly domestic market would have a
increasing tourism and travel business negative impact on the operational
in emerging economies. brand.
Isla Pagmaya places a strong Concentration on the luxury brand:
emphasis on the requirements of its Because Isla Pagmaya caters to both
guests and how to best address those low- and high-end markets, it is
demands. The resort brand develops a sensitive to fluctuating economic
better target company marketing fortunes, especially given that
strategy by doing market research and economy travel has expanded
surveys to ascertain the wants of the dramatically in recent years.
clients, giving suitable services to meet
those needs.

ISLA PAGMAYA 14

SWOT
ANALYSIS

S High Profit margins
W Well-trained and Knowledgeable
staff
Unique style and individual character
of hotel and services
Online booking engine

high setup of cost
dependent on both domestic and
foreign tourism
expensive structure
single-brand strategy

O Digitalization and innovations
T through technology
Creation of new jobs
Increasing demand for active
tourism

·Unfavorable economic conditions
·Pandemics
·Strong competition
·Local and political unrest

ISLA PAGMAYA 15

Segmentation,
Targeting, and
Positioning

ISLA PAGMAYA 16

Potential Market Size
(Peso Value)

Target Market

ISLA PAGMAYA 17

ISLA PAGMAYA UNIQUE SELLING POSITIONING
PROPOSITION STATEMENT

Provides a wide choice of Your happiness is the most
accommodation prices essential thing, and Isla
Rents out motorcycles, Pagmaya will do everything is
surfboards, bicycles, cars, necessary, as stated in the
and other vehicles to company's tagline, "more than
guests so they may travel meets the eye." And it also
around Siargao Island. applies to common "extras"
that most counterparts would
charge extra for.

ISLA PAGMAYA 18

Key Service Marketing
Activities or Strategies

Seminars and trainings for the
workers of Isla Pagmaya

This may be a standard technique for a certain business,
but for service businesses everywhere, particularly those
on Isla Pagmaya, where the majority of staff members
would be interacting with customers on a daily basis, it is
particularly appropriate. This is why Isla Pagmaya should
hold this training so that the staff members may better
understand their obligations to the organization.
Additionally, by taking this course, staff will learn how to
connect with customers efficiently.

Social Media Marketing

Isla Pagmaya, the services company, must offer high-
quality Internet in order to sustain correct operations on
all platforms, including social media and e-commerce
websites. Additionally, the Marketing division should
designate several individuals who will be involved in the
online realm, the one who will communicate with
customers online.

Acknowledgment for the model employee

Each employee should be commended for giving their all
for the business as Isla Pagmaya is one of the successful
resorts on Siargao Island by providing a broad range of
rates to the final customers, especially for those who are
attempting to become model employees. This tactic
rewards the best worker throughout the entire Isla
Pagmaya with several perks.

Provide a variety of prices, from affordable
rates to upscale prices

With the aid of this particular strategy, Isla Pagmaya
seeks to draw potential clients who are searching for
affordable to luxury costs without sacrificing service
quality.

ISLA PAGMAYA 19

ISLA PAGMAYA 20

MENU 2

sugba lagoon

MONITORING
AND CONTROL

To optimize return on investment, controls must
be put in place and performance of a company
strategy must be tracked. The controls are
routinely examined when a marketing strategy is
being implemented to assess how the plan's
actual performance compares to the forecasts.
Isla Pagmaya has a variety of options for
overseeing and controlling these methods. The
first is a monthly progress report used to inform
management choices on future strategic
planning as well as sales progress monitoring.
The second is holding weekly meetings to
evaluate the efficacy and efficiency of service
improvements and promotions.

ISLA PAGMAYA 21

recommendation

Gathering and evaluating customer input to
improve the customer experiences. Isla Pagmaya
should record, evaluate, and act on customer input
on a predetermined basis. Feedback should not just
come from visitor satisfaction questionnaires and
travel review websites, but also from resort workers.
The usefulness of feedback is primarily determined
by the capacity to interpret raw data and translate
it into specific actions for improvement.

Improve advertising by employing media channels;
this method may assist to market campaigns such
as promotions and freebies, which can help to
attract the attention of customers. The key to
achieving high market sales and success for the
corporate brand will be proper planning,
socialization, and attention to every detail for these
promotions. Because more people are increasingly
utilizing technology and focusing on social media
platforms, this is a more effective approach for Isla
Pagmaya to communicate and educate the
customer about their business.

All the requirements and wants should be given
first attention of Isla Pagmaya for the diverse
social economic groups' aspirations. Therefore,
learning how to develop some elements that
appeal to the entire country's market base. This
will provide the resort a competitive edge in
terms of the amenities and aesthetics that most
visitors find appealing.

In order for Isla Pagmaya to be the top resort on
Siargao Island, it is necessary to set aside funds
for the marketing plan in order to raise the rating
when it comes to financial position and market
share, which are two of the most crucial
elements in critical success.

ISLA PAGMAYA 22

Appendices

Group 3 - BSBA MM 4-1

Asinas, Thrisha C.

Company Description
Michael Porter's Five Forces of Competitive Framework
Flower of Services
Potential Market Size (Peso Value)
Recommendations

Camson, Giselle A.

Vision and Mission
Michael Porter's Five Forces of Competitive Framework
Flower of Services
Target Market
Recommendations
PPT for Presentation

Catilo, Kristine Isabelle C. 23
Strategic Group Mapping
Strengths
Unique Selling Propositions
Edited the Whole Service Plan
Made the Final Paper

ISLA PAGMAYA

Appendices

Group 3 - BSBA MM 4-1

Corpuz, Axel Angelo C.
Executive Summary
Objectives
Competitive Profile Matrix
Weaknesses
Positioning Statement
Monitoring and Control

del Mundo, Lj A.
PESTEL Framework
Opportunities
SWOT Analysis
Key Service Marketing Activities/Strategies
Service Marketing Plan Matrix

Rogero, Shiermane G. 24
PESTEL Framework
Threats
SWOT Analysis
Key Service Marketing Activities/Strategies
Service Marketing Plan Matrix

ISLA PAGMAYA