Metro Business College

200 Arnaiz Avenue

Pasay City

A Strategic plan

In Partial

Fulfillment of the Requirement for the degree of

Bachelor of Science in Office Administration

On the Subject

Strategic Management

Presented to:

Professor: Rebecca T. Sambu

By:

Emely Besana
 TABLE OF CONTENTS

Executive summary page 3 -4

Industry Analysis page 4 -5

Environmental Analysis page 5 - 7

Strategic Plan page 7

Action that I will do page 8

 I. EXECUTIVE SUMMARY

Emily Water Refilling Staion is a purified water distribution family business owned by Ms. Emely
Besana. The water station is located at 307 Carzadang bago 2, Imus City Cavite. Our target
markets are the residents of nearly villagers. The water station will offer a safe, clean and
purified water within a reasonable price. The water station is using the one of the advance
technology in water purification with a 28 stages filtering process. The Emily Water Refilling
Station is open from 8 AM to 6 PM every day except Sunday. The Emily Water Refilling Station is
located at Carzadang Bago II, Imus City Cavite.The product offered by Emily water refilling
station is purified, clean & safe water. It was load in different type & sizes of plastic bottles to
meet the needed of the consumers.

Goals and Purposes

1. To acquire the necessary equipment for the operation of a water station as well
as acquisition of vehicles to deliver water to our consumers.
2. To enhance the various steps in purifying water in order to maintain the highest
quality of water purification.
3. To provide our customer needs thru an efficient delivery system and a quick
response on their orders and queries.
4. To maintain the loyalty of present consumers and attract other market
segments.
5. To sustain the profitability of the business and aim to branch out to other
locations.

Vision

The Emily Water Refilling stations will be recognized and known as and a trusted brand in the
water distribution industry.

Mission
The Emily Water Refilling station’s mission will provide customers with the finest quality
purified water. We aim to attract and maintain customers. When we adhere to this maxim, e he
demand at the water refilling stations – water stores that sell purified water – is now increasing.
The quality of purified water conforms with the national standards for drinking water and is
even better than the quality of water produced by traditional water supply systems in terms of
removed impurities.

II. INDUSTRY ANALYSIS

Our resources in the business are the needs of the resident of Cavite of sources of clean water
to drink. That is why we make this kind of business to give a source of clean water to drink for
the people and families in Cavite area. We have a capabilities to support the needs of the
people in Cavite of Mineral water. The water station is using the one of the advance technology
in water purification with a 28 stages filtering process. The Emily Water Refilling Station is open
from 8 AM to 6 PM every day except Sunday.

COMPETITORS ANALYSIS

Water Refilling Business in the in the Philippines is a very good business since clean water is one
of the basic need. The business itself is easy to manage but the competition is very tight. Water
refilling stations are more labor-intensive especially with the delivery aspect. But managing it is
easy thus making it appealing for a lot of first time entrepreneurs. All of the competitor are
making their idea to be the best in the water refilling industry in the Philippines. I know that all
of our competitors are doing this kind of strategy that is why we make a house to house
marketing and leave our fliers on the mailbox. If more people know about our outlet, then
there’s a greater chance to get more clients.Water refilling stations don’t usually appear on TV
and on print ads. This means that they are often spread by word of mouth. To spread word
about your outlet, offer fliers in crowded areas in your neighborhood like markets and
churches. We can never tell when our clients want their water delivered. Just to be sure, it
would be a good idea to have two shifts to operate 24/7 to provide maximum customer service.
Customers prefer their water supplier to be able to provide the latest technology in purifying
and supplying them the cleanest and safest water. Research on what is new in the market and
see if you can afford to acquire and implement them. Customers remember a good customer
experience, and friendliness can easily be remembered by clients especially if you’re in a
business like water refilling. Always serve with smile. A fast delivery process lessens the hassle
for customers, giving them better experience as a client. This may entail having more than one
motorcycle and driver at a time, but good service definitely helps boost client relationships.
Lending out hot and cold water dispensing machines can make you more appealing over other
businesses. Water dispensers can also give added profit if you add a minimum charge for its
use. And we can assure that our water refilling station have a capabilities and competitive
advantage compare to our competitors. And our business current strategy support changes in
competitors environment. Because of the kind of service we provide and customer satisfaction
the we give in our customer we are sure that our company is ready in every challenges.

III. ENVIRONMENTAL ANALYSIS

INTERNAL

Internal factors of water refilling station is the relationship of the employee. They should have a
proper compensation and training in order that they gain more knowledge. And also the
employee must have a good relationship to customer.

EXTERNAL (PESTLE/PEST) ANYLSIS

Political factor

Must have DTI Business permit, mayor’s permit and BIR permit. Must follow the rules of
sanitizing of DOH like quality control, sterilization for 100% battle disinfection, multimedia
filtration and activated carbon filtration, reverse osmosis, ozonation and ultraviolet water
disinfection, and fully automated filling and capping process.

Economic factor

• They offering delivery services.

• Must focus to produce a safe drinking water.

• Affordable price for the consumers.

Social factor

• Must ensure quality in products and services.

• High instances of water related diseases makes it value adding proposition to society.

• Low societal awareness about importance of safe drinking water is a factor to be worked
upon.
Technological factor

• Uses social media for promoting product.

• Uses technological devices for water purification.

Legal factor

• Require to obtain different sanitary certification, continuous compliance with the code of
sanitation.

• Laws including water supply of the code on sanitation of the Philippine (PD 856),
Administrative Order 2005 -0003, Section 3 of Republic act 9711.

Environmental factor

• Must use re-useable containers.

• Must be located in a place with no shortage of water.

SWOT analysis (Strengths, Weaknesses, Opportunities &Threats)

Strength

 Excellent Advertising - Proper market strategy can make difference with your
competitors.
 Excellent distribution & availability at retails, groceries, restaurants, hotels & etc.
 Cost advantages - A low cost leader can undercut rivals on price
 Supply chain –To obtain the right number of resources from suppliers and delivery the
right product to customers in a timely manner
Weakness

 Weak Management – This will not help you eliminate potential risk.
 Cost Structure – High cost of product will be an advantages of competitors.

Opportunity
 New technology - To better meet customer’s needs with new and improved products
and services. Technology also builds competitive barriers against other water station.
  New products – Produced different sizes of gallons that competitors don’t have.
 New markets - To expand and let the company reached the customer.

Threats

 Bigger Player – The Bigger player has a fund and can give more promotions that will take
your customer away from you.
 Intense competition – This can lower the profit, competitors can entice consumers away
with superior products.
 Change in taste - knowing which goods and services consumers want.
 Seasonal market

IV. STRAGETIC PLAN

MARKETING ASPECT STRATEGY

As for the advertising of the company, Emily Water Refilling Station focuses on personal
contacts. The people nearby the location of the company will technically talk about the new
company established. Through personal communication, the number of customers will
increase. But Emily water refilling station doesn’t completely depend on personal contacts only.
Another idea of advertising is through display advertising, specifically through fliers &
Brochures. The sales strategy is to concentrate on the segment of the sales advertising, most
easily captured by the following sales feature: increase of sales and customers annually. In
addition, the fastest way to reach the sales goal for the first several years is by actively working
to develop a dealership network specifically, water distributors. Having a large number of water
distributors mean increase of sales. At this point, the goal of the company is to have a large
number of water distributors for function. Since purified water refilling stations don’t usually
have discounts, the company owners come up with the “Buy 10 + 1” water discount. To ensure
that the customers bought water that day or so, the customers will be given a card. Every time
they buy water, the boxes inside the card will be marked or signed by the front liner or the
technical assistant depends on which of the two of them is available. When all of the 10 boxes
are fully signed, it is the customer’s choice. Whether to claim his/her free 1 container of water.
After claiming the free item, the box intended for the free item will be marked so that the
customer will not use it for another free item. This sales promotion is only applicable on special
occasions declared by the company. Another promotion is that we provide water dispenser if
the customer meet certain amount of orders. Lending out hot and cold water dispensing
machines can make you more appealing over other businesses.
V. ACTION THAT I WILL DO IS LONG-TERM

Water refilling stations can be a good source of safe drinking water in the Philippines. Purified
water can meet the aesthetic standards easily detectable by the people in terms of taste, odor
and color. The efficient water purification processes can make the quality of water superior to
the traditional water systems. However, the risk of contamination is possible if the handling
practices are not closely monitored.