Undergraduate Thesis

This study sought to assess the existing marketing strategy of Villa Ocampo Resort. Specifically, this study sought to determine the following: 1. What is the profile of the respondents as to: 1.1.age 1.2. position 1.3. years of service to the organization 2. How often does subject organization advertise the Resort? 3. What are the Marketing materials used to solicit customers as regards: 3.1. Marketing materials The research instrument used in gathering the needed data for this study were personal interviews and questionnaires Questionnaire were easy to conduct and dispatch Questions related to the topic were written with rating scale on the right side of the questions, from which respondents would choose for their answer All questions were clearly and briefly stated for easy comprehensions of those who answered it The findings showed that when the respondents were grouped according to age, most of them were between 28 to 31 years old with 33%; followed by 32 to 35 years old with 25%. The result implied that most of the respondents were in their middle ages and capable of assessing the marketing strategy of the resort. However, when respondents were grouped according to their position, 33% of the respondents were room boy, and the rest occupies the position such as operations manager, chef, pool attendant, and housekeeping. As regards the length of service the findings revealed that 50% of the respondents have been with the resort for about 3 to 4 years. This finding implied that the resort was relatively new, as proven by the length of service served by majority of the respondents. The findings revealed that about 59% of the respondents answered that advertisement was used as a means to attract customers. The findings showed that among the marketing materials used by the resort, it was observed that the use of brochures ranked no. 1 with a corresponding percentage of 23.9% as observed implemented. This was followed by the leaflets with a percentage of 21.73% ranked as no. 3, and a general advertisement with the same percentage and a ranked no 3. The findings implied that despite several available marketing tools, resort believed that brochures and flyer were effective to solicit clients. As regards to the giving of discounts, the respondents perceived that discounts were mostly given quarterly, with a frequency of 12 and a percentage of 36%. Although this was the practice adopted by the resort, it was very glaring tat discounts were given to customers weekly with 30 30%, and weekly with 33.33% The findings showed that the use and implementation of marketing tool had an over-all mean value of 2.73 interpreted as "sometimes" implying that respondents agreed that on the average, the management of the resort believed that leaflets, brochures, posters, and bill boards helped the business generate clients. The mean value of 2.91 for operations manager interpreted as sometimes implied agreement among respondents that these marketing materials were averagely implemented; however, the rank and file perceived that these marketing materials were seldom implemented. As regards to giving of discounts, the respondents agreed that discounts as a form of promotional tools were observed and implemented by the subject resort having an over-ll mean value of 3. 17 interpreted as sometimes The findings showed acceptance of null hypothesis of no significant difference having an F-value of 0.795 and a significant probability of 0.219 This finding implied that the effort spent by the management of the resort did not go to waste as it had been perceived by the two groups of respondents that marketing materials have been implemented to solicit clients. Based on the findings the following conclusions were drawn 1. Majority of the respondents were the room boy and their main duty is to ensure the cleanliness of all the rooms for customer satisfaction. Most of the respondents were on their prime years and still earning experiences on their different area of specialization. 2. The employee advertised their resort occasionally only. They have insufficient materials to market the resort. 3. They usually rely on Networking or word by mouth and through the experienced of people who have gone to the resort to market it to other people. 4. The most eye-catching facility of the resort is the swimming pool and the least is the convention center followed by the restaurant. In views of the findings drawn from the data and information presented, the following recommendations arrived at: 1. The employee must give more effort to improve their performance not just in their field of specialization since the hospitality industry is a team environment. also the company should give credits and support to the employee who are in the multitask environment. 2. The company should employ literate and well skilled person for the satisfaction of the guest and achieve a sustainable competitive advantage 3. The company should abreast themselves into the new trends in hospitality industry, provide more activities that will motivate and arouse the interest of clientele and aware about the standards that given by the Department of Tourism. 4. The company must focus on the restaurant and convention center for Improvement since it is the least facility to increase the revenues. Furthermore, the resort must provide additional marketing materials and distribute to specific area to increase customer. 5. The company must have a solid marketing strategy because it is the Foundation of a well written marketing plan. While a marketing plan contains list of actions, a marketing plan without a sound strategic foundations of little use.