I.

EXECUTIVE SUMMARY

College of Accountancy of Dr. Yangas Colleges Inc. is now considered as a distinct and active college offering the course Bachelor of Science in Accountancy. Before, it was just a part of the College of Business Management and Accountancy, and last June 2008, it had obtained its own identity as a college, by forming new organization, unique uniform, new management, and by actively participating on events. At present, the college holds only 15.5% of the total population of BS Accountancy students studying in schools here in Bulacan as shown in Figure 1.1. The College will have its first graduates this SY.2009-2010, and hopefully have its own set of Board Passers in just a short while. Figure1.1. DYCIs College of Accountancys total Market Share
DYCI's College of Accountancy's Market Share Others, CMI, 2.7% 7.2% DYCI, PUP, 15.5% 16.6% URC, SMA, 14.0% 4.7% BU, MC, 20.9% 18.4%

CMI PUP SMA MC BU URC DYCI Others

The College of Accountancy (COA) aims to provide an environment where students and faculty members can work together and help each other attain their goals in life. It also aims to encourage individuals who are willing to take up the course, to pursue their ambitions and be a part of the DYCI- COA family. Likewise, just as what every school, offering the same program wants; COA aims to produce CPA board passers and topnotchers in the future.

To achieve those aims and objectives, COA must first improve its management programs, especially when it comes to communication and academic factors, which can be

achieve through meetings, seminars and trainings. COA must also extend its marketing strategies when it comes to promotion, course offered, pricing and people. To achieve its objective of having board passers, COA should be particular with the competency and skills of professors, provide programs for review and provide sufficient learning and review materials. This marketing plan aims to aid the management of College of Accountancy to plan for its future and determine its strengths and areas for improvement.

II. COMPANY PROFILE

A. Dr. Yangas Colleges as an Institution a. Historical Background Dr. Yangas Colleges, Inc. (DYCI) started as a non-sectarian secondary institution. It was established in 1950 as a Francisco Balagtas Academy (FBA) by the former owners, and in 1994, the Yanga family purchased the FBA. Dr. Ismael E. Yanga, Sr. became its first president. In 1977, the Secondary Institution expanded to include tertiary courses. Commerce, Midwifery, Doctor of Veterinary Medicine, Agriculture, Nursing, Seaman Training Course, secretarial education and Vocational Courses were the initial courses offered. In 1987, the name of the institution was changed into Dr. Yangas Francisco Balagtas Colleges (DYFBC). And in 2001, the institutions name became Dr. Yangas Colleges, Inc.

b. Organizational Chart Board of Trustees

Marciano D. Yanga. PHD Chairman Elida D. Yanga, MD Marie B. Reyes, BSC Marciano D. Yanga. PHD Secretary Vice-chairman President Marcela D. Yanga, BSPh Elida D. Yanga, MD Treasurer EVP

Michael S. Yanga, MBA VP for Admin. HR and Finance

School Officials Ismael D. Yanga jr., MD Auditor Edgar S. Yanga, PhD SVP/VPAA

Marcela D. Yanga, BSPh Treasurer

Marie B. Reyes, BSC Assistant Treasurer

Ismael D. Yanga jr., MD Auditor

Department Heads Marie B. Reyes, BSC Director for Finance

Ariel C. Ocampo, MSAh Deputy QMR/Registrar Charo Galang Chief Librarian Eduardo Tolentino Director SPSO Loreto Jose Director ITSS

Julieta DT. Mactal Director OEA/NSTP Jocelyn s. Ongdico Asst. Director SPSO Perla B. Morao, MAED Director CCDIT

Nolando Y. Bautista, MAED Director SSO Esperanza S. Nunez, MAED Director PRDO/ Dean COED
Rowel d. Escalante, DIP.IR.MIR, MBA Director HRDO/Dean CBA

Lina d. Quano Prefect of discipline

Evelyn G. Eugenio Guidance Counselor

Virginia DC. Dalvador, BSAA,BSC

Administrative Academic Officer VPAA

Susana D. Alfaro Head Purchasing and Bus. Office

Alma Valencia, BSE Guidance Counselor

Ma. Socorro M. Tiamson, MAED Director CELSA c. Relevant Information

Azenith h. Castillo, MBA Head CBA

Dr. Yangas Colleges, Inc. (DYCI) offers various scholarship programs: Entrance scholarship, Colleege Academic Scholarship, either full or partial, Student Assistance program, Cultural and Athletics Scholarship, and sibling discount could be availed after satisfying specific requirements and conditions given. With regards to the tuition fee, the institution offers affordable fees, but practices high teaching standards. DYCI got the title from the Philippine Robotics Olympiad, and had the opportunity to represent our country in the World Robo Olympiad held last November 68 2009 at Gyeongbuk Pohang South Korea. Representatives with the guidance of their coaches brought the ninth (9th) place which brought so much pride for the DYCI family. B. College of Accountancy a. Vission, Mission of the College of Accountancy Vission The College of Accountancy envisions itself in developing in its students a culture of excellence in the field of Business and Entrepreneurship Research and Consultancy Services. Mission The College of Accountancy (COA) commits itself to the following mission statements: 1. Develop curricular offerings responsive to manpower demand for both local and international market. 2. Devises a policy to achieve Quality education through Quality Teaching and Quality learning. 3. Design a policy of continuous enrichment/ revision of curriculum to ensure a high passing percentage of its graduates in the CPA licensure Board Examination. 4. Institutes a program for the development of all accountancy students centering on religious, social, political, and ethical consciousness. 5. instills in the mind of every graduate the value of honesty, integrity, and justice in the practice of their profession. 6. trains the student in preparing Feasibility studies (FS) and Business plans (BP) to hone their potentials in Business Research. 7. develops a year-round Faculty development program to enhance their teaching competencies, strategies, and professional leadership. b. Relevant Information The College of Accountancy (COA) started its operation on 1986 but had to stop operating or offering BS Accountancy course due to weak foundation. The permit to operate was reapplied on 2002, and the College begun again its operation last 2005.

From a small institution, the college steadily grew in enrolment and gradually expanded its curricular offerings. In 2002, additional major in commerce which is Management Accounting was approved, and in 2005, the permit to offer BS in Accountancy was secured. The College of Business and Management Education (CBME) was changed to become the College of Business management and Accountancy (CBMA). Effective last June 2008, College of Accountancy (COA) became a separate and distinct college offering BS Accountancy course. At present, this college, with its new distinct name, has grown into active and independent one with an increasing number of students. To date, the College of Accountancy and the entire institution are continually pursuing remarkable programs and plans to successfully achieve its stated vision-mission. COA is one of the members of the Junior Philippine Institute of Accountants (JPIA) and Bulacan and National Federation of Junior Philippine Institute of Accountants. The college is actively participating in nationwide conventions and Philippine Institute of Certified Public Accountants (PICPA) Accounting Quiz Bowls. All the major accounting professors are Certified Public Accountants (CPA), having sufficient knowledge and experience to provide quality accounting education needed. c. Organizational Chart

Dr. Donato. S. Gallego Dean Teaching Staff Mr. Marcos Castillo Mr. Ferdinand Importado Mr. Dante Torres Mr. Romeo Bartolo Mr. Joseph Noli Lachica Mr. Alberto vagilidad Mr. Lolito Moradillo Atty. Bunrofil Altares Atty. Ma. Czarina Altares Ms. Victoria Gonzales Ms. Elenita Dela CRuz Ms. Shirley C. Enero Office Assistant

Bernard R. Salonga, Jr. Student Assistant

III.CURRENT MARKETING SITUATION

There are multifold schools and universities here in Bulacan and around the Philippines that most students may prefer to enroll in their college years. Schools have various strengths and weaknesses when compared to others. At some instances, there are schools having same strong and weak points while others are not. There are having great number of strengths and opportunities, lesser extent of weaknesses and threats, or may be of equal degree of these factors. Based on our keen observation and meaningful residency in Dr. Yangas Colleges, Inc. - College of Accountancy, we had come out for the possible key internal and external as identified in the internal- and external-audit process.

A. External Environment Analysis

Opportunities 1. Existence of a number of graduates from nearby public schools. 2. Increasing number of DYCI high school graduates. 3. Parents influence with regards to the choice of school and the course to be taken up. 4. presence of high school graduates from nearby provinces as potential market 5. The course has high demand rate and employability Threats 1. Growing number of competitors 2. not pursuance of course due to financial problems 3. No board passers yet, unlike other competition schools Weight 0.1 Rating 3 Weighted Score 0.3

0.2 0.05

4 2

0.8 0.1

0.05

0.1

0.05 Weight 0.10 0.2 0.1

2 Rating 2 4 3

0.1 Weighted Score 0.2 0.8 0.3

4. Preference of individuals/ students to enroll at universities and other school 5. Wide array of choices for tertiary offered at DYCI and other academic institutions. TOTAL

0.05

0.1

0.1

0.3

1.00

3.1

a. Opportunities
Organizations have potential buyers and consumers like a school which renders services for the students, employees, parents and many more in the society. There are various schools in Bulacan and nearby cities offering high quality education and rendering their services for different classes of society. Dr. Yangas Colleges, Inc. has increasing number of high school graduates that has been the great opportunity of the school to gather many students and enroll here. Dr. Yangas Colleges, Inc. offers discounts and certain percentages or rates as privileges to encourage students and potential consumers and buyers. Through the existence of a number of graduates from nearby public schools in Bulacan, the school could have great number of enrollees and the college could have that opportunity to encourage them and choose the course. Through sufficient promotional strategies, the presence of high school graduates from nearby provinces could add up and be captured a potential market of the organization. Parents can be one of the possible reasons why students choose a particular course in college. They can strongly influence students with regards to the choice of school and course to be taken up, maybe because they want their children to continue their course when they are in that stage or they want them to pursue their traditional degree in college. Students prefer to choose a particular course because of its high demand rate in society and economy. Specifically, accountancy offers high demand rate and employability, that is why, the students want to pursue this course though there are lots of accreditations and requirements to be passed.

b. Threats
Students tend to discontinue their studies due to financial matters. This factor is one of the major threats that may hinder the pursuance of the students to finish their chosen course. They tend to find for a job than to study because of financial problems. As a college student, you expect that there are big expenses to spend and you must prepare for it or even make ways to overcome it. There is a wide array of choices for tertiary courses offered at Dr. Yangas Colleges, Inc. and other academic institutions, that is why, the number of for every department were affected. Some courses got the maximum number of students while others are not. The growth in the college of Accountancy at Dr. Yangas Colleges, Inc. may slow down because of the competitor schools which have students who are board passers and so called as Certified Public Accountants. This factor might be the

benchmark of the school and the college itself. The competitors are growing in number that may confuse students in which school they will enroll to pursue their Accountancy course. Students prefer to enroll at universities or schools which they thought could offer high quality and assurance that they could find job more easily if they enroll in that particular school.

c. External Factor Evaluation (EFE) Matrix

Based on our analysis in given opportunities and threats, we had conclude that the college has significantly above average of 3.1 indicating that it has a strong external position. Though there are external factors that need for improvement, still, some of the factors were considered as strengths of the school. The college has great opportunity from increasing number of Dr. Yangas Colleges, Inc. high school graduates because the school guaranteed 40% discount for the alumni students and scholarships as well. The college could have more students to inquire from existing number of graduates from nearby public schools through giving privileges like discounts and other percentage rates to students with higher grades and remarks. The college could have the possibility to come at a higher rate of enrollees through sufficient promotional strategies from nearby provinces and because of continuous high demand rate and employability of the course.

B. Internal Environment Analysis

Strengths 1. Professors are competent 2. Offers affordable tuition fee 3. Active participation of JPIA organizationDYCI chapter 4. Qualifying examinations are provided for assessment 5.CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA) 6. Accessibility of location Weight 0.1 0.2 0.03 0.05 Rating 4 4 3 3 Weighted Score 0.4 0.8 0.09 0.15

0.03

0.09

0.1

0.4

Weaknesses 1. Lacks learning and review materials 2. Lacks rooms, certain facilities and technologies 3. No full time professors 4. Poor support from higher management 5. Insufficient promotional strategies 6. The location is prone to fortuitous event TOTAL

Weight 0.05 0.2 0.2 0.5 0.1 0.04 1.00

Rating 2 1 1 2 1 2

Weighted Score 0.1 0.5 0.2 0.10 0.1 0.08 2.56

a. Strengths
Based on our analysis, Dr. Yangas Colleges, Inc. - College of Accountancy offers affordable tuition fee that has been the major strength of the school and college, having a weighted score of 80%. Students prefer to enter in a school with high quality of education together that they can pursue their college years through giving importance to financial status of every individual. The school had qualified to this scenario that most of the schools here in Bulacan and nearby cities had offered higher rate of tuition fees. Second major strengths of the school were accessibility of location and competency of professors. Students prefer to enroll in school where they can be move at ease and comfortable in arriving to school and going home. Parents and students prefer to chose the kind of location where the expenses for transportation not too costly and could not be their burden afterwards. The school had great number of more experienced and competent professors. In College of Accountancy, for example, though there are only part times, still the College has competent professionals accredited by the Board and in public practice that made the course in much quality and good standing for the students. For the course to be of higher quality in education and for the students to be prepared and trained in the real world as an accountant, the College has provided qualifying examinations for assessment and evaluation of their books and achieved through the help and guidance of their professors. The college has been accredited by Commission on Higher Education (CHED) including Bulacan Federation of junior Philippine Institute of Accountants (NFJPIA). The College has been actively participating to Junior Philippines Institute of Accountants (JPIA) DYCI Chapter.

b. Weaknesses

The school and college had been considering weak points as experienced and observed throughout the years. The students had been experiencing hard times to consult and have a talk with regards to academic standing of the students, on how the lessons to be taught and should learn and practice by the students. Also, there is no program head or specific adviser for the college and the organization because of having part-time professors only. Though the professors required the students to have their own books especially on their major subjects, it is not enough that they only rely on these references but the school library should provide additional review materials for the students to be competent diligent, and wise enough when the review classes and taking the board examinations take place. Because of having small number of faculty staff and members, students tend to conclude that the support from higher management was poor, but in fact, both lack communication. One of the possible reasons why the Accountancy program in DYCI has smaller number of students compared to competitor schools was having insufficient promotional strategies that would be one of the possible ways of encouraging great number of students to enroll hare. Due to some uncertainties, like fortuitous event, the school was prone to flood when continuous flow of water and came in the town or when the province has experienced typhoon for some instances. The college has been experiencing difficulties in accommodating great number of students because the school lacks rooms, certain facilities and technologies for the students to be at ease and comfortable in studying.

c. Internal Factor Evaluation (IFE) Matrix

Based on the given internal environment analysis with regards to strengths and weaknesses, the college has significantly above average of 2.56 indicating that it has a strong internal position. The school had given much importance of offer an affordable tuition fee for the students to pursue their chosen course because this is the major problem or hindrance of every individual of net continuing their studies and mostly prefer to seek for a job or stay in their homes. The accessibility of location has been one of the reasons why the school and college strong internally. It is important for the school to have this strong point to gather great number of students and also for the students to be at ease in arriving to school going home. The students benefit more in this factor because they only had lower cost of transportation expense compared to other schools. Competent professors lead to strong internal position of the organization. The college had this strong point that may lead to gain more enrollees and be able to maintain or improve great number of students. Students are assessed and evaluated as to what extent of knowledge and skills, they had gained as days goes by through qualifying examinations and joining quiz bowl competitions. For this reason, students were trained and gained more experiences in preparing for their future.

IV. Industry Analysis

A. Porters Five Forces Model

High Potential Development of Substitute Products

Low Bargaining Power of Suppliers

High Rivalry among Competing Firms

High Bargaining Power of Consumers

High Potential Entry of New Competitors

High Rivalry among Competing Firms. For most industries, firms, organizations and institutions like DYCI, the intensity of competition is the most important factor which determines market attractiveness. Here in Bulacan, there had been a growing number of competitor schools, namely ABE, Baliuag University(BU), Centro Escolar University(CEU), College of Mary Immaculate(CMI), College of St. Laurence(CSL), Colegio de San Pascual Baylon, Fernandez College of Arts and Technology, Meycauayan College(MC), St. Marys College of Meycauayan(SMCM), Polytechnic University of the Philippines(PUP) and University of Regina Carmeli(URC), which offers the same or higher quality programs connected with its College of Accountancy. Most of this schools have advantage with regards to its technology, facilities, competent professors and especially its number of board passers. These factors affects the decision of individuals in their choice of school and course. These factors also intensifies competition, since with a wide variety of good choices, the customer can easily go from one school to another. Added with this mentioned schools, are schools outside Bulacan, which can be considered as nicher, challenger, and mostly leaders. Including the Big four universities: University of the Philippines, University of Sto. Tomas, Ateneo de Manila and dela Salle University.

High Potential Entry of New Competitors. According to Porter, an industry is attractive for a player if its entry barriers are high deterring the entrance of new competitor. Our group rate DYCI College of Accountancy as an industry or institution having high potential entry of new competitors, since it has low entry barriers. With this regards, it has so happens, since the resources needed to establish an institution offering college of Accountancy, can be easily obtained, including competent professors, review materials, classrooms and facilities, given a large financial resources. In terms of accreditations and regulations mainly related to the opening of the College of Accountancy, it can also be followed given enough financial resources and legal requirements. Not enough strategy of our college is also one of the reasons why other can easily enter the field. In this regards, the college find ways to identify its potential competitors or rivals, and develop strategies to overcome them. High Potential Development of Substitute Products. According to porter, the threat of substitute products and/or services can adversely affect the demand for a firm product. Substitutes are products or services which may be alternatively chosen by customers to satisfy their needs. This factor is high since there was wide variety of courses, other than offered in the school as well as other schools. With this given alternatives, customers can decide what is the best one that can satisfy their needs. Another substitute is the presence of vocational schools, offering short term courses, which is in demand nowadays because of the financial problems of society and the need to get a job and work immediately. High Bargaining Power of Consumers. This is high, since consumers can exercise power in setting the price or tuition of the institution. With the existence of alternative or substitute courses or products, consumers which in this case, students are more capable on switching to other alternatives at the time they had feel, they not anymore satisfied with their first choice. In this regard, to avoid these circumstances, our college must ensure that they satisfy every students needs.

Low Bargaining Power of Suppliers. This pertains to the ability of a companys suppliers to exercise power in setting their prices to the company. The group assessment is low, since what we pertains here as suppliers are the professors under the college of Accountancy. There is high supply of professors, so there is no such considerable bargaining power of supplier. There will minimal or no effect, for example on their petition for increase salaries, since the school will not be threatened because of such available quantity of professors.

B. Competitive Profile Matrix

FACTORS number of students facilities competent professors financial stability accreditation management programs promotional strategies appropriate location board passers technologies affordable tuition fee TOTAL WEIGHT 0.1 0.08 0.1 0.2 0.1 0.05 0.07 0.07 0.1 0.03 0.1 1 DYCI 3 2 4 2 3 2 2 3 1 2 4 WEIGHT 0.3 0.16 0.4 0.4 0.3 0.1 0.14 0.21 0.1 0.06 0.4 2.57 MC 4 2 4 3 3 3 2 3 4 3 3 WEIGHT 0.4 0.16 0.4 0.6 0.3 0.15 0.14 0.21 0.4 0.09 0.3 3.15 SMCM 2 4 3 3 3 3 3 3 3 3 3 WEIGHT 0.2 0.32 0.3 0.6 0.3 0.15 0.21 0.21 0.3 0.09 0.3 2.98

Based on the result of the CPM, it shows that the market leader, in terms of operation and management of College of Accountancy, is the Meycauayan College(MC) and the market challengers are Dr. Yangas Colleges, Inc.(DYCI) and St. Marys College of Meycauayan(SMCM). MC, being the market leader, has the highest number of BSA students which is 184 compared to DYCI and SMCM with 155 and 47, respectively. It has competent CPA and MBA professors, and lawyers that tends to be the reason why they had Board Passers every year. SMCM lacks in the number of BSA students and competent CPA professors that is why MC became the market leader, but there are some factors wherein SMA is ahead from the two such as having more conducive facilities and more intense promotional strategies. DYCI, having the lowest rate among the three, has weaknesses to overcome, such as having no board passers yet, having poor promotional strategies and management programs, and lack ness of facilities and learning materials. At one factor, DYCI is ahead from its competitors because it has the most affordable tuition fee. To overcome its weaknesses, DYCI must focus on its achievements especially in having Board Passers. BSA students must be motivated to focus on their studies. Promotional strategies

must be given attention for the school and college to be known. College facilities, especially rooms and comfort rooms must be improved.

C. Comparative SWOT Analysis

Strengths Dr. Yangas Colleges, Meycauyan College Inc. (DYCI) (MC) 1. Professors are 1. Professors are competent competent. 2. Offers affordable tuition fee 3. Active participation of JPIA organizationDYCI chapter 4. Qualifying examinations are provided for assessment 5.CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA) 6. Accessibility of location 2. Faculties and students have unity. 3. Active participation of JPIA organizationMC Chapter 4. Have sufficient teaching strategies. 5. CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA) 6. With full time professors. St. Marys College of Meycauyan (SMCM) 1. Have sufficient facilities and technologies. 2. Have enough learning and review materials. 3. Active participation of JPIA organizationSMCM Chapter 4. Have sufficient teaching strategies 5. CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA)

Weaknesses

Dr. Yangas Colleges, Inc.

Meycauyan College St. Marys College (MC) of Meycauyan

(DYCI)
1. Lacks learning and review materials 2. Lacks rooms, certain facilities and technologies 3. No full time professors 4. Poor support from higher management 5. Insufficient promotional strategies 6. The location is prone to fortuitous event 1. Lacks learning and review materials 2. Lacks rooms, certain facilities and technologies 3. Insufficient promotional strategies

(SMCM)
1. Almost all of the professors are parttimers 2. Almost 2-3 professors are CPAs. 3. Insufficient promotional strategies 4. Strict compliance of the school policies 5. Offers high rate of tuition fee

Opportunities

Dr. Yangas Colleges, Inc. (DYCI)

1. Existence of a number of graduates from nearby public schools. 2. Increasing number of DYCI high school graduates. 3. Parents influence with regards to the choice of school and the course to be taken up. 4. Presence of high school graduates from nearby provinces as potential market 5. The course has high demand rate and employability

Meycauyan College St. Marys College (MC) of Meycauyan (SMCM)

1. Existence of a number of graduates from nearby public and private schools 2. Increasing number of MC high school graduates 3. Increasing number of board passers 1. Existence of a number of graduates from nearby public and private schools 2. Increasing number of SMCM high school graduates 3. Increasing number of board passers

4. Presence of high school graduates from nearby provinces as potential market 5. The course has high demand rate and employability

4. Presence of high school graduates from nearby provinces as potential market 5. The course has high demand rate and employability

Threats

Dr. Yangas Colleges, Inc.

Meycauyan College St. Marys College (MC) of Meycauyan

(DYCI)
1. Growing number of competitors 2. not pursuance of course due to financial problems 3. No board passers yet, unlike other competition schools 4. Preference of individuals/ students to enroll at universities and other school 5. Wide array of choices for tertiary offered at DYCI and other academic institutions. 1. Growing number of competitors 2. not pursuance of course due to financial problems 3. Wide array of choices for tertiary offered at DYCI and other academic institutions.

(SMCM)
1. Growing number of competitors 2. not pursuance of course due to financial problems 3. Wide array of choices for tertiary offered at DYCI and other academic institutions.

V. Comparative Marketing Mix Analysis 8 P's 1. Product 2. Pricing

tuition fee per unit miscellaneous fee other fees Payment period: -Upon enrollment

DYCI
BS in Accountancy

MC
BS in Accountancy

SMCM
BS in Accountancy

P 322.10 1,131.31 1,230.98

P 482.00 2,869.00 -

P 437.58 70.00 1,564.00 30% of total fees payable in 4 equal payments before the major examination

50% of total fees Min. of P 2,500.00 payable in 4 equal monthly payable in 4 equal payments monthly payments

-Balance

3. Promotion

school-to-school career orientation inter-school career orientation

school-to-school career orientation inter-school career orientation

school-to-school career orientation inter-school career orientation

word of mouth

word of mouth tarpaulin brochure along the national high way near from the Meycauayan central market low area: prone to flood during heavy rains competent professors there are 5 CPA professors having 2 lawyers having 2 fulltime faculties the dean is a CPA

word of mouth tarpaulin brochure leaflets along the national high way near from the Meycauayan central market low area: prone to flood during heavy rains peaceful ambiance

4. Place

along the national high way near from the public schools in Bocaue low area: prone to flood during heavy rains

5. People

competent professors there are 6 CPA professors having 2 lawyers no fulltime faculty the dean is not a CPA, but has a doctoral degree

competent professors there are 2 CPA professors having 1 lawyer having 4 fulltime faculties the dean is a nun The course is taken in 4 years, but offers summer classes. Review is provided by the school, but it depends to the student whether to enroll. having qualifying examination Sometimes, due to holidays and suspension of classes, the syllabus cannot be finished.

6. Process

The course is taken in 5 years, including the CPA board exam review at ReSA on the 5th year

The course is taken in 4 years only. CPA board exam review is provided by the school, but it depends to the student whether to enroll. having qualifying having qualifying examination examination Sometimes, due to Assures that the holidays and suspension of syllabus have classes, the syllabus finished. cannot be finished.

7. Physical Evidence

logo of the school and college of accountancy distinct colors of the

logo of the school and college of accountancy distinct colors of the

logo of the school and college of accountancy distinct colors of the

campus are light blue and yellow color of the uniform is lavender with gray

campus are white and cream color of the uniform is black with white

campus are light pink and white color of the uniform is blue with white

8. "more than a school, a Personalization family"

"CPAs are not born, they are made"

"..excellence"

"we mean business"

Compared to the BS Accountancy offered by other schools, MC and SMCM specifically, BSA at DYCI has weaknesses to be given attention for the college and school to succeed. Its major weaknesses are having no fulltime faculties, and its poor promotional strategies. The college must perform intense promotions, not only in Bulacan, but also to other nearby provinces and cities. The college must also make some moves in attaining fulltime professors. The school may provide some benefits or higher salaries, if possible. On the other hand, BSA at DYCI have strengths are having more competent CPA professors and more affordable tuition fee. Even though these strengths are present, the college must maintain and improve these more to achieve its goals and objectives.

VI. Target Market

A. Primary Target Market
Our potential target market captures growing number of high school graduates from public and private schools within Bulacan and nearby provinces and can be able to pursue their studies in college. We focused on middle to upper classes of society because DYCI is a private institution. The school can provide privileges for students from public schools like giving discounts and other percentage rates, or scholarship as being a student assistant. Through sufficient promotional strategies, we can capture the existence of different schools in nearby provinces and included them as our potential target market. We also included those individuals having their first choice course and are willing to take up another course. Every individual should be diligent, competent, determined and ready to face the challenges waiting in the Accountancy program because this particular course was different and more difficult compared to other courses.

B. Secondary Target Market

Male and female individuals within Bulacan and nearby cities from all classes of society, who are willing to continue BS in Accountancy Program, those who have no definite plan for a course yet, those who want to have another degree and those shifters or transferees. Our secondary target market captures the growing number of students and existence of different schools in Bulacan and nearby cities from all classes of society. We cover those individuals who are willing to continue BS in Accountancy Program as our second option because students may prefer to take up a course which is in demand in the society. Through sufficient promotional strategies, we can encourage those individuals who have no definite course yet and those who want to have another degree by providing them sufficient information and orientation about the course. .

VIII. Marketing Strategies, Action Plan and Controls

A. Marketing Strategies and tactics
The College of Accountancy (COA) may expand the total market through market penetration, by advertising the college programs in remote areas in Bulacan, even in other provinces if possible, for the school and college to be familiar and known by their community people. It can be also achieved if the colleges apply for the CHED permit to establish new courses related to accounting, such as BS in Commerce major in Accounting and/or BS in Internal Auditing. The college may implement the computerized application of financial statement and work sheet preparation instead of manual. The college must also defend and expand its market share through product development by continuously participating in indoor and outdoor activities such as sending well-prepared representatives to complete in PICPA quiz bowls and national conventions for the college can be ways also to defend and expand its market share. Other means can be maintaining of the low but just tuition fees and scholarships offered.

B. Action Plan and Controls

Area of Concern
Facilities

Strategy

Specific Activities/ Tactics

Turn an unused room to a useful classroom, convenient for learning

Resources needed
Budget Unused room/space Air-condition unit Tables Chairs Cements Carpenters/ Experts Budget Utility/repair man/service Paints Cleaning equipment/ materials New equipment (bowl, flush, etc.) Budget Computers Experts (professors) System

Time frame
March 22 to April 30

Accountable person
- Head of research and development - Support services personnel

Product development

Evaluation Contingency and Control plan/Alternati tools ve course of Action New Improve convenient existing classrooms classroom to provide more accommoda tions

Improvement of comfort rooms and fixation of damages (flush, doors, paints, etc.)

March 22 to April 15

- Support services personnel

- Improved comfort rooms

- develop new comfort rooms

Buy equipment/ facilities to improve technology

March 15 to May 30

- Purchasing officer - Human Resource Devt. - Implementer of information

- Acquire new knowledge/ technology

- Attain old equipments but hired competent persons for the implementation of new technology - Develop an organization of individual that may be consulted regarding the problems of students

Student Affairs

Product Development

- Develop an open communication between students and management - Provide seminars/ conventions that can develop interactions

Place for seminars/ conventions Speakers Time and place of consultation

June 7 to August 15

Dean and faculty members Officers of the college

- better understanding and relationship among the students especially with the management

among students and faculty members - More recreational activities - Support of management/ faculties on the engagement of its students (academic/ non academic) - Meetings of student officers with the dean or faculty members Academics Product development - Increase number of review materials/ books in the library - Encourage students to spend vacant time in the library, reading books of greater help - Ensure capability and competence of professors - Program for review in preparation of quiz bees, interschool activities, etc. - Budget - Books/ review materials - Evaluation/ credential of professors April 1 to July 30 August onwards for continuous improvement - Human Resource and Development -Dean/ faculty head - Professors

- New books/ review materials were obtained - Competent professors - Prepared participants for interschool activities

- Use of prac tice set in each major accounting subjects - Qualifying exams

Marketing

Market Penetration

- Increase promotion on

- Budget - Materials

March 1 to May

- Research and

- Increase in

- Tend to

areas, not normally covered before, within the present market - Increase the pride of the college through achievements to increase promotion through word of mouth Product development - lower pricing or tuition fee, if possible without sacrificing the quality

for promotion - Speakers, LCD, Laptop, etc. - Spoke person - Brochures, leaflets, etc.

30

development - Program head - Experts on design Knowledgeab le person about the college (spoke person)

market share in the present market

increase total market share, through promotion outside the present market.

- Marketing experts - Projections

March 1 to April 15

-Marketing head - Finance director

- New positioning statement DYCI-BS Accountancy - Improved tuition fee suitable for the students

More Aggressive promotion