Fajardo
Fajardo
Fajardo
SERVICES
In Partial Fulfillment
VANESSA FAJARDO
KRISTINE OGAOB
September 2019
CANESTINE FUNERAL SERVICES 2
TABLE OF CONTENTS
Page
Title Page 1
Table of Contents 2
Part
1 COMPANY/INDUSTRY OVERVIEW
Profile/History 1
Business Logo 2
Swot Analysis 4
Goals/Objectives 4
Environmental Audit 5
3 COMPETITIVE ANALYSIS
Competition Indirect/Direct 7
Competitive Advantage 8
Product Positioning 8
Industry Analysis 8
4 CONSUMER ANALYSIS/PROFILE
Market Segmentation 9
Consumer Demographics 9
Target Audiences 10
Product 12
Price 13
Place 14
Promotion 14
People/Customer 15
7 Conclusion 16
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PART I
COMPANY/INDUSTY OVERVIEW
Canestine Funeral Services also offers traditional and affordable Life plans
to all segments of the society.
Entrepreneurial Beginnings:
Cara Nina, Kristine Girasol and Vanessa Fajardo jointly founded Canestine
Funeral Services. “Canestine came from combined name of the three ladies.
Although neither had experience in the death care industry, they saw lucrative
opportunities to be gained by making and operating funeral homes and services.
Business Logo
The house shape represents home of every Filipino and Red color
represents strength, action and energy to those people who lost someone.
Morning star symbolizes that there is always hope. Canestine is your light after
the darkness
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Vision
To be the most respected name in the funeral industry that offer services
to all families without regard to religious beliefs or economic limitation and to be
the funeral home of choice for all families in society. This will be attained through
provision of the highest quality services with the best facilitites, well trained, and
at the most affordable rates.
Mission
Strengths
Opportunities
In demand among the general
public
Ability to expand additional
Ability to sell products online stores
Better product life and durability Continued expansion for online
Product innovation is ongoing sales
Management is committed and Lower inflation rate
confident Could develop new products
Threats
Weaknesses
Our goal is to help our client create a decent farewell for their loved ones
and memorable experience. We promise to exceed your expectation by providing
exceptional, professional and high quality services.The Canestine Funeral Services
provides celebration of an individual’s life and social support to bring closure and
move ahead with living.
The canestine provide digitized photos and films of the deceased will be
available in the reception room.
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PART II
Political/Economic
Social
In a society our business has to settle and survive as a long term business so we
have to focus on the social issues which can impact on the business performance
and success.
Technological:
Environmental:
Some of the environmental issues which may impact on the performance of the
business, like the location of business and other environmental hazards So for
controlling such issues we may develop the strategies of the business to keep the
quality service by adopting environment friendly strategies.
Legal:
Some of the legal issues may also affect the working of business so we should
keep our company incorporated by the laws and to work according to the legal
conditions and formalities.
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PART III
COMPETITIVE ANALYSIS
Canestine Funeral Services has direct competitors from St. Peter Life Plan,
Saint Francis Memorial Home, Cosmopolitan Funeral Homes. These funeral
businesses sell almost the same products and therefore direct competition.
However, they are all the same but different strategies.
Competitive Advantage
New ideas.
The customer or the family of the deceased can make their own design of their
burial or the casket if they want which are affordable for them.
We deliver on time and our product are affordable which are the average people
can experience a great burial in affordable prices.
Product Positioning
Industry Analysis
(additional info relating to your business, how would you penetrate, what
will you do to compete)
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PART IV
CONSUMER ANALYSIS/PROFILE
Market Segmentation
Demographic Segmentation
Born 1901-1924. This generation is age 84 or 90+ older this is the most
active market. The rate of dementia is high among this group , if the
funeral haven’t been arranged by them, most likely their baby boomers
children(grandson/daughter) are the one who make the arrangements
Matures/Silent Generations
Baby Boomers
Born 1946 to 1964. They’re current age 55-75 years old. Members of this
generation are increasingly involved in funeral decisions as their parents,
spouses or children dies. They are engaged in planning services and
especially for funeral arrangements.
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Generation X
Born between 1965-1980. They are currently between 35/30 -53 years old
youngest cohort to make funeral decisions with only members age 35 or
older
Target Audiences
The target market of the Canestine Funeral Services will be the G1, Silent,
and the Baby Boomers. The three cohorts have different needs, tastes, and
potential very significant in the operations of the funeral home. Through the three
cohorts, the funeral home will learn how to provide differential high quality
services to the customers and the families involved.
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PART V
STRATEGY-ANSOFF MATRIX
The Ansoff Matrix, also called the Product/Market Expansion Grid, is a tool
used by firms to analyze and plan their strategies for growth. – 2 to 5 sentences
PART VI
Product/Services
10. Specialized metal and fiber glass caskets with emblems painted on
the inside for people belonging to firefighting, police, military and
fraternal organizations
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11. Other specialty caskets with unique features that emphasize the
individuality of the deceased and they can request what design
they want us to do.
13. Cremation
14. Burial
The price of the product was depending on the unit, quality and
brand of the product. This element of marketing mix specifies the price point and
price ranges of the company’s products and services. The aim is to use prices to
maximize profit margins and sales volume. Canestine funeral services use a
combination of the following pricing strategies:
Cremation – cost 60, 000 including casket and cremation process and urn
Burial- simple burial can cost P150, 000 includes all costs such as storage,
rent of chapel, transport and actual burial services.
Figure 6: Map
This element of the marketing mix defines the tactics that the business
users to communicate with customers
2. Direct marketing (using mail, internet where the seller can directly
reach out to the consumer. For example, giving flyers, door to
door, etc.)
The most successful companies put the right people in the right job. But
now, instead of companies which hire of thousands of employees, let us think of
small business. The lesser the people, the more their importance rises. That’s the
Canestine Funeral Services; we treat our customer and employees as a family.
PART VII
CONCLUSION