12

MARKET ASPECT

This chapter showcases the past, present and forecasted future of the market, and
the competitive position of Fun-to-See, Hotel and Resort and how does it will compete in
the industry. It will discuss if there is an ample demand for the service proposed to
produce. Furthermore, this chapter discusses the present marketing practices of the
competitors, selling organization, terms of sales, channels of distribution, location of
sales outlets, transportation and storing facilities and other relative information.

Demand Analysis
Annonuevo Association Inc. indicates the demand of a service for the business
which is the Fun-to-See, Hotel and Resort because that would show the maximum
quantity demanded of customers who are able and willing to acquire the service at a
given price. How the other funeral homes provide services and took care of the
customers decease love ones, the effective marketing strategy of the business that could
help them in entering the business world would also help in analyzing the demand.
By means of interpretation on the collected data, Annonuevo Association Inc.
would have a strategy in making a new and innovative service of funeral that customers
will surely not regret and doubt to acquire the services of Fun-to-See, Hotel and Resort.
In order to establish the demand the following data are needed:
1. major consumers of the product / service; and
2. projected demand.

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Table 1.1. Projected death rate of selected cities and municipality in Cavite Province
Cities/Municipality
Imus City
Dasmarinas City
Bacoor City
Kawit

Death Rate (%)

36.12
33.29
15.41
3.98

Table 1.1 shows the projected death rate of selected cities and municipality in
Cavite Province. In the city of Imus which has the highest death rate, it has 36.12%;
followed by Dasmarinas City which has 33.29% death rate; Bacoor City which has
15.41%; and Kawit with 3.98%.
Table 1.2. Projected number of deaths in selected cities and municipality in Cavite
Province
Cities and municipality
Imus City
Dasmarinas City (2%)
Bacoor City (3%)
Kawit (1%)
Total:

2016
5,471
37
55
4
5,567

2017
7,393
49
64
4
7,515

2018
9,989
65
73
4
10,131

2019
13,497
87
85
4
13,673

2020
18,237
115
98
4
18,454

Table 1.2 shows the number of deaths in selected cities and municipality in Cavite
Province from year 2016 to year 2020. Imus City which has the highest number of deaths
has 5,471 by the end of the year 2016; 7,393 by the end of year 2017; 9,989 by the end of
year 2018; 13,497 by the end of 2019; and 18,237 by the end of 2020. The next one is
Dasmarinas City which has 37 by the end of 2016; 49 by the end of year 2017; 65 by the
end of the year 2018; 87 in the end of the year 2019; and 115 in the end of 2020.
Followed by the City of Bacoor which has 55 by the end of the year 2016; 64 by the end
of year 2017; 73 by the end of year 2018; 85 by the end of year 2019; and 98 by the end
of 2020. Kawit has 4 by the end of the year 2016-2020.
Table 1.3. Projected number of deaths and 26.88% projected number of customers

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Year

Projected number of death

2016
2017
2018
2019
2020

5,567
7,515
10,131
13,673
18,454

Projected number of unsatisfied

customers (26.88%)
1,496
2,020
2,723
3,677
4,960

Table 1.3 shows the projected number of deaths and 26.88% projected number of
customers. In the year 2016 the number of customers is 1,496; 2017 the number of
customers is 2,020; 2018 the number of customers is 2,723; 2019 the number of
customers is 3,677; and by 2020 the number of customers is 4,960.
Supply Analysis
Annonuevo Association Inc. indicates the supply of a service for the business
which is the Fun-to-See, Hotel and Resort because that would show the maximum
quantity supplied that will satisfy the demand of their prospective customers, how the
other funeral provide services and took care of the customers decease love ones, the
effective marketing strategy of the business that could help them in entering the business
world.
By means of interpretation on the collected data, Annonuevo Association Inc.
would have a strategy in making a new and innovative service of funeral that customers
will surely not regret and doubt to take the services of Fun-to-See, Hotel and Resort.

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Table 1.4. Projected casket supply
Years

Projected number
of customers

2016
2017
2018
2019
2020

1,496
2,020
2,723
3,677
4,960

Wooden casket Metal casket Total number

(50.94%
(49.06%
of caskets
demand)
demand)
supply
762
734
1,496
1,029
991
2,020
1,387
1,345
2,723
1,873
1,804
3,677
2,527
2,433
4,960

Table 1.4 shows the projected casket supply. In the year 2016 with 1,496
projected number of customers, the demand for wooden casket is 762 and 734 for metal
casket, the total number of casket supply is 1,496; In the year 2017 with 2,020 projected
number of customers, the demand for wooden casket is 1,029 and 991 for metal casket,
the total number of casket supply is 2,020; In the year 2018 with 2,723 projected number
of customers, the demand for wooden casket is 1,387 and 1,345 for metal casket, the total
number of casket supply is 2,723; In the year 2019 with 3,677 projected number of
customers, the demand for wooden casket is 1,873 and 1,804 for metal casket, the total
number of casket supply is 3,677; and In the year 2020 with 4,960 projected number of
customers, the demand for wooden casket is 2,527 and 2,433 for metal casket, the total
number of casket supply is 4,960.

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Table 1.5. Market share from the year 2016-2020
Years
2016
2017
2018
2019
2020

Projected number of customers Projected Market Share

1,496
10%
2,020
12%
2,723
14%
3,677
16%
4,960
18%

Market Share
150
242
381
588
893

Table 1.5 shows the market share of the business from the year 2016-2020. The
first year (2016) has 10% projected market share and 150 market share. On the second
year, the projected market share is 12% and 242 market share. The year 2018 has a
projected market share of 14%. The fourth year has 16% of projected market share. And
the fifth year (2020) has a projected market share of 18%.
Marketing Program and Strategies
Product/Service
The Fun-to-See, Hotel and Resort; Annonuevo Association Inc. belongs to
hospitality services that provide resort facility for leisure and 2 star hotel
accommodations for lodging.
Figure 1.1 shows the logo of Annonuevo Association Inc.. Primarily the color of
the logo is blue, reflecting peaceful image of the corporation-meaning well synchronized
system present within the corporation. When it will read from the bottom to top the name
of the corporation can also be read, showing the consistency of corporation in creating
standard and quality product and service to fulfill the needs of its customer.

Figure 1.1 Logo of Annonuevo Association Inc.

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Figure 2.2 shows the logo of Fun-to-See, Hotel and Resort. The white dove with a
blue background signifies the peacefulness that Annonuevo Association Inc. wants to
create in the mind of the customers. Metallic color background interprets a good
foundation of the business.

Figure 2.2 Fun-to-See, Hotel and Resort logo

Product and service is what the buyer gets in exchange of a value. Customers
expect more than just the basic features. They expect benefits from the features they pay
for.
Fun-to-See, Hotel and Resort has a strategy when it comes to product and services
based from a market survey. Research and development is conducted to be able to
identify the needs of customers and then develop strategies that conform to the needs
identified. The business offers product and service that come in different packages to suit
the lifestyle of customer.
Fun-to-See, Hotel and Resort aims to give an exceptional service to its client. This
service is all about Filipino hospitality.
Facilities
Indoor Pool (Main and Kids Pool). This covered swimming pool uniquely designed
for all sort of customers. It has place for kids, young and even old ages. The pool has
three slides.

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Event Center. This event center is open for reservation that suits to any occasion. This
package includes the making use of the facility, technical equipment and physical
equipment.
Jacuzzi. Four room of Jacuzzi was available at the resort. This was intended for those
who wanted to avail the service.
Garden. This Garden is accessible for the entire customer that wanted to take have
their picnic and other bonding activity outside the pool area.
Hotel for lodging
Single Deluxe Room. Room has 1 single bed, strictly for 1 adult only. No extra bed
will fit.
Double Deluxe Room. Room has 1 large (Queen or King sized) bed to accommodate
2 adults. A third adult will require an extra bed.
Single Premium Deluxe Room
Double Premium Deluxe Room
Executive Room
Internet
Free Wifi
Fun-filled Activities
Kids play ground
Other Services
Room Services. 24 hours available room services.
Laundry and Ironing Services.
Food and Beverages

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Restaurant. Zagat that was listed as one of the top 10 Exciting Emerging Cuisines in
the United States that had its place at Greenbelt 3, Ayala Center, Makati City.
Food Stall. Waffle time, Rice in a box, Mr. Siomai and Tender Juicy food stalls and
open for business.
Overall
Designated Smoking Area and Air conditioning
Packages
The business will offer a total of eight (8) main packages. The first four packages
will be consisted of wooden casket and the other four are with metal casket. To further
see the selections, here is the breakdown of each package:
Price
Pricing has the dual marketing function of making products/ services affordable to
its target market and at the same time, reflecting the value of the product (Go, 2011).
With this in mind, the business set its price not so low or high aiming to lure prospective
clients at the same time gain profit to improve its business operation.
The business will use cost-based pricing wherein the price of a product is
determined by adding a profit element (percentage) in addition to the cost of making the
product. This strategy is used when there is relatively little, if any, direct competition or
when buyers are not price-sensitive (Go, 2011). It will be used since based from the
conducted market research, the business has only two (2) direct competitions in Imus,
and based from the conducted survey (see Appendices, Table. 9), and the participants
family budget rendered to a previous funeral service was relatively high which concluded
that the prospective clients were not price sensitive.
These are the breakdown of the each packages costing:

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Place
The third marketing mix component, distribution, refers to the method use to
deliver product or service form the business to the customer. This involves the selection
of marketing channels which are people and organizations help deliver the product or
service to customer.
Fun-to-See, Hotel and Resort will use both traditional and non-traditional
distribution strategy. The traditional way will be serving walk-in clients. On the other
hand, the use of internet will be a great help in gaining clients. The businesses will set-up
a website in order to distribute the information throughout the internet. The business will
provide contact information in the website for inquiries.
The business will establish its place by gathering the information about the
number of deaths and the number of registered funeral per city in the province of Cavite.
Using this information, the business will use a criterion which will determine the suitable
place for the business. This criterion will be the highest number of deaths and the lowest
number of existing funerals.
The location of the building of Fun-to-See, Hotel and Resort is on the main road
of Emilio Aguinaldo Highway, Tanzang Luma II. The location is very accessible and
well-situated for the passersby to see. Most of the suppliers are nearby the location of the
building and having this location will lower down-time of the business operation.
Promotion
Building reputation is a key to promoting the funeral business. Word of mouth
will be the focus of the promotional strategy of the business. Delivering a quality service
is the aim of the business and with a happy client to come with good comments and
recommendation to other people.

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Aside from that, the business will also do promotion via web-based. One of which
is to host a website that showcases the products and services of the business. This website
will also have the full information about the business namely: the companys background,
communicational details and details about the service process arrangement (see
Appendices, Figure 3.17). And also the business will put-up a Facebook page wherein
there will be general information about the business (see Appendices, Figure3.18). The
goal in doing so is to hear out what the prospective customers will say towards the
business and also to spread the existence of the business to the public.
The business will also make print media such as business calling card, brochure,
and flyers. These print media will be put inside the office so that the prospective clients
will be able to know more about the business and its products and services.
Signage for the business and banners for the deceased will also be in the
promotional budget of the business. These outdoor media will help the business to be
known and will attract passersby.
Fund for publicity will also be another promotion of the business. Food budget for
the annual all souls day, medical mission and donation for the annual Lakbay Alalay
will be the goal of the business.
Fun-to-See, Hotel and Resort will also tie-up with Local Government Units and
nearby hospitals in order to disseminate the information about the business and therefore
expand the number of prospective customers.

People

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In order for the employees to deliver their full potential is to engage them into
trainings and seminars. Training is important in developing and maintaining productive
employees. Well-trained employees can be considered as a competitive advantage among
other businesses. The trainings will be conducted whether there will be new trends in the
funeral service industry. The business will also conduct team buildings and outings for
the employees for leisure time. And also, the business will provide a proper compensation
and benefits in return for their hard work and loyalty to the business.

Process
In order for the business to have a standardization of its process, the business will
make a service blueprint.
Registration and Billing Arrangement
Process Physical
Clients Action
Evidence
1

Registration
Forms

Answer questions

List of packages
offered

Fill-up the forms

Choose from the

list
Choose the mode
of payment

Billing
statement and
contract

Pay the necessary

amount

Onstage Contact
(Manager)
Assist the client
for questions
Ask questions
about the
preference of the
funeral service
Show and explain
each of the
package
Discuss the mode
of payment
whether in full
payment and
instalment
Receive the
payment
Receive the copy
of billing

Backstage
Contact
(Finance officer )

Receive the cash

and billing
statement and
contract

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statement and
contract

24

Transferring of the Body

Process Physical
Onstage Contact
Evidence
(Driver)
1

Service
Van

Body bag
Mortuary
tray

Drive to where the

body is in. Whether in
the hospital, nursing
home etc.

Preparation of the Body

Process Physical
Evidence
1

Body bag
Mortuary tray

Onstage
Contact
(Helper)
Unload the
body in the
mortuary tray

Paper and pen

Water and
cleaning
equipments
Embalming
machine
Folding
embalming table
Trocars 5/16' x
16"
Arterial tube slip
hub 3/16"
Clothing

Make-up

Mortuary tray

Onstage
(Embalmer)

Make-up artist
and dresser

Begin purging of the

body
Remove the clothing
of the body
Document any
property of the body
(bruises, cuts,
discoloration etc.)
Cleansing of the body

3
4

Backstage
Contact
(Manager)
Contact and
negotiate with the
coroner if needed.
NBI for example

Pick-up the body

Onstage Contact
(Helper)

Embalming process

Put the clothing

to the body
Put on the makeup
Put the body in
the coffin

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Burial arrangement in the chapel of the funeral homes

Process Physical
Clients Action
Onstage contact
evidence
(Helpers)
1
Funeral
Wake set-up
Malaysian
Mumps
Funeral
ensemble
2
Coffin
Signing out of the
coffin from the
mortuary
3
Logbook
Signing out the
deceased details
4
Tighten the
thumbscrew of the
coffin
5
Wake
6
Hearse
Loading of the coffin
7
Hearse

Onstage contact
(driver)

Drive the coffin

to the graveyard

Physical Evidence
Physical evidence of the business is the interior design which is pleasant to the
eye and people will feel relaxed because of solemnly ambiance inside the Fun-to-See,
Hotel and Resort building. And the materials that will be used for the building are not
only eye-catchy but also well-built for the safety and long-term use of Fun-to-See, Hotel
and Resort. The building will have an embalming room to conserve the body of the
deceased loved ones, a preparation room to settle and ready for burial, a fine coffin room
for the customer who will choose casket for their deceased loved ones. The interior also
have a total of 7 function rooms that have air conditioner, electric fan and comfortable
seats for the visitors that will be surely satisfied with the ceremony. There will be 3
supreme function rooms that can accommodate 100 people for each. And there will be 4
premiere function rooms that can accommodate 50 people for each. It will have an office

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which is within reach of the employee/staff for the customers demand and suggestions
for the service they want. The entire building will be a Wi-Fi zone wherein clients will
be able to surf the net while waiting. The building will also have comfort room in upper
and lower ground for men and women. It will have a waiting area for the customer who
waits for the process of their service request as well as lobby for reception. It also has
staff room for the employees convenience. Emergency exit in case of sudden event
occur.
The exterior design of the building has a mini garden that makes the outside looks
good and the color combination of black and white makes the building looks simple but
elegant. It has a parking area for the customers and visitors who will go in Fun-to-See,
Hotel and Resort.

Figure 1.3 Perspective exterior of Fun-to-See, Hotel and Resort

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