POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

MARKETING PLAN
(Strategic Management)

SUBMITTED BY:
ABAYON, MICHELLE
DAVID, JESSICA S.
DELLOSA, CHARMAINE L.
GUISIHAN, MIKEE Q.
MANIA, AIRA C.

SUBMITTED TO:
PROFESSOR. BONIFACIO UMACLAP

FEBRUARY 2023

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Table of Contents

I. Executive Summary
Recommendation
II. Profile of the Business Establishment/Institutions
Mission, Vision, Objective
Product
III. Current Marketing Situation
Unique Selling Proposition
IV. Opportunity and Issue Analysis
SWOT analysis
Competitors
V. Objectives
Marketing & Operation
Management & Financial
VI. Marketing Strategy
Marketing Mix, Product
Pricing, Distributors
Promotion, Segmentation, Positioning, Strategies
Target Market, Key to Success, Marketing Research
VII. Action Plan/Programs
VIII. Projected Profit & Loss Statement
IX. Control
Monitoring & Budgeting and Monitoring Spending
X. References

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EXECUTIVE SUMMARY

This paper focuses on developing marketing strategies for Inner SPARC in

accordance with the relevant rules and regulations established by the Department of

Trade and Industry, Inner SPARC Realty Services is a business name registered

under a sole proprietorship on October 14, 2019. Inner SPARC Realty Services,

founded by licensed real estate broker Mr. Gabriel Villamor Libacao Jr., REB,

aspires to provide Filipinos with the opportunity to own their own dream house by

providing them with reasonably priced and respectable properties. Recently,

(February 2023) Inner SPARC become Corporation with Mr. Erwin G. Baguioan and

Mrs. Charlene Dellosa.

Inner SPARC Realty Services is a marketing-support organization with a well-

balanced portfolio made up of affordable, socialized, mid-range, and upscale

properties to provide their valued client. Additionally, the organization is partnering

with an increasing number of developers, builders, and real estate firms nationwide.

They've also worked in residential property management, where they have a solid

reputation for offering clients honesty, professionalism, and peace of mind.

This paper will discuss the SPARC Plan. By providing services and natural

aspects of their business. The dedication of Inner SPARC to professional excellence

guarantees the satisfaction of its customers. Adopting the initiative and welcoming

opportunities, which results in a champion mindset for valued partners and clients.

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PROFILE OF THE BUSINESS ESTABLISHMENT/INSTITUTION

MISSION:

Inner SPARC Realty Services’ vision is to become the leading real estate
company in the Philippines providing world-class real estate services that meet our
client needs all the time.

VISION:

Inner SPARC Realty Services aims to make a significant contribution to the

real estate world and to ensure that we deliver the best competency from different
stages of real estate management.

CORE VALUES:

There are five core values which are composed Service, Professionalism,
Attitude, Result, and Champion.

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PROPERTIES OF INNER SPRAC REALTY

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CURRENT MARKETING SITUATION

Inner SPARC Realty Services is a business name registered under the sole
proprietorship registered on October 14, 2019 in compliance with the applicable
rules and regulations prescribed by the Department of Trade and Industry and now
registered as corporation last February 2023. The company also has a growing
number  of  Developers/ Builders and Realty partners across the country. We’ve also
served as residential Property Management where we’ve gained a good reputation
in property management; because we deliver a service that provides integrity,
professionalism and peace of mind to our clients. 

Real estate is going through a fundamental economic model redesign, made

possible by digitalization and an expanding market for infrastructures. With the
widespread adoption of remote working in 2020, the role of the workplace within
organizations has shifted significantly. All evidence points to a future in which hybrid
working will be the norm. So, how do real estate agents respond as the virtual office
becomes an essential component of working in the new normal? Urban planning,
asset management, and investment decisions necessitate a thorough understanding
of current and future supply-demand dynamics, as well as underlying
macroeconomic factors.

The Inner SPARC Realty Services current marketing situation has grown
throughout the past years which entails such opportunities and prospects particularly
in this modern era where the application of technology is heavily used for both
clients and agents for faster communication and to reach a wide selection of
potential clients. 

However, despite the positive points mentioned, the downside of this industry
still exists. For instance, the major challenge of real estate is their competitors who

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possess larger resources and experienced agents that contribute to their company’s
success.

Sales Report (October – December 2022)

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Competition
Implications for real estate and construction Numerous industries have made
significant digital transformation strides with other strategies to attract clients. 

Direct Competitors

 Ayala property management corporation- is a wholly owned subsidiary of

Ayala Land, Inc. We are engaged in integrated property management services
including building administration and maintenance, lease administration activities,
commercial center and subdivision maintenance, and special technical services. It
continues to provide property management services for properties developed by
Ayala Land and its subsidiaries.
 Camella Homes- Camella Homes has become the country’s largest developer
with communities spanning the north and south of Luzon, Visayas and Mindanao.
With over 43 years of building experience and pioneering concept leadership,
Camella Homes’ focus is on building living communities that embody innovation ad
progress with family and community life- creating a legacy of value for generations to
come.

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Indirect Competitors
 Individuals or Middlemen who offer rent to own, “sangla-tira”, or other
services in exchange for a percentage or portion of the property’s price once
said.

MARKET SEGMENTATION

Geographic Demographic Psychographic Behavioral

 The  Men,  Values and  He/she

geographic market women, single, utilize space invests naturally in
is well established married, students, properly. personal space or
within the Cavite local and  Priority is properties like
area with a international their home design, houses,
population of regular decorations, and condominiums,
100,674. employees, ambiance. and land.
Therefore, Inner professional, well-  She  Their home
SPARC is focused established perceives is a type of
on the Cavite are people, and him/herself as imparting or typing
but also operates Trendsetters. creative, elegant, to express what
in different regions  Age range and stylish. their identity or
such as Laguna, of 22 to 65 years However, look for personality is.
Batangas, and old. guidance and
Rizal  Have approval regarding
children/s, living their choices of
with other family design and
members. decorations of
 An their specific
estimated monthly property.
income of Php
25,000

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OPPORTUNITY AND ISSUE ANALYSIS

The following SWOT analysis captures key strengths and weaknesses within
the company and describes the opportunities and threats facing the Inner Sparc
Real Estate Company. 

STRENGTH WEAKNESSES

• Competitive advantage for having • Small firm and low brand

qualified staff and extensive identification.
experience. • The company is still adjusting to the
• Committed and professional attitudes growing real estate market.
toward working with clients. • A lot of existing real estate
• High quality of products and project companies.
works •  Low manpower or agents
• Low expenses and well-established
business.
• Sufficient work team members that
create every detail of the work. Saves
time, effort, less rush and delaying of
work.
• Availability of interior products and
flexible working arrangements.
• Good communication skills and
relationships with our clients.
• Develop honesty and be fair to our
clients to build a solid standing.

OPPORTUNITY THREAT

• Great location where wealthy and • Pricing strategy of competitors in the

well-established professionals are market
in. • Expansion of products and additional
• Potential for both local and services offered by other competitors.
international partnerships and • Competitors' longevity in the market.
collaborations. • Increasing unemployment rate.

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• Potential to expand a new firm. • Poor economic status that results in

• Potential to gain clients’ trust and low income.
loyalty through the quality of work.
• Lack or sudden change of interest in
• Potential to be well-known in the properties.
market and attract more clients. • Competitors that use social media
• Potential to hire more employees that platforms and influencers to promote
are highly qualified in this field. their company. 

OBJECTIVES
Marketing
Goal:
 Double the sales revenues compared to last year.

Given its position in the market now, Inner SPRAC Realty’s goal should be
expansion. By implementing strategies focusing on the following, a market leader
can preserve, expand, and maintain its position in the industry:
 Bring in new clients.
 Increased service.
 Discover new applications for promoting the properties.
 Uphold a high standard of service.
 Hand out monthly postings to social media.
 Provide freebies and give away.

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Operation
Goal:
 Continuous seminars and accreditation.
 Provide customers with quality services and properties.
 Provide tools for agents.

Objective:
 Maintain monthly meetings for your agents.
 Have an open-door policy for agents’ suggestions and concerns.
 Give all workers introductory training.
 Give a list of animated series and source material for the different
properties.

Management
Goal:
 Create an effective leadership team with knowledge and expertise.

Objective:
 Have regular management meetings.
 Ongoing education, such as real industry.
 Every at least 3 months reviews
 Performance rewards
 Encourage a creative atmosphere.

Financial
Goal:
 Provide transportation for agents and necessities.

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Objective:
 To motivate agents in selling properties.
 When properties are turned, check the after-sales feedback.
 Follow the annual report of BIR.

MARKETING STRATEGY

Partnerships and Team Strategy

Successful businesses are never built by individuals. They require partnerships and
teams.

 Hire more professional agents- Since one of the factors, in order to achieve
its success, is their agent itself, hiring more of them would allow us to reach more
potential clients especially when they are effective agents which also creates a good
customer relationship and exceptional experience.
 Expand their company- it is a significant challenge for a new company in the
real estate industry to surpass their previous performance in the market. As a result,
expanding its business in specific areas could help us become more popular and
attract new customers. This could be accomplished through the customer,
particularly through word of mouth and referrals.

UNIQUE SELLING PROPOSITION

Our homes serve as the foundation upon which we construct and develop
ourselves. This pandemic gave us the chance to rethink our lifestyle and decision-
making processes, particularly with regard to our living spaces.

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The SPARC plan emphasizes the importance of freedom. Every Sparc home
features an open floor plan that enables buyers to more easily customize the interior
and make the most of available space.

ACTION PLAN/PROGRAMS

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March 2023
 Create Social Media Campaign or page
 Gather customer’s concerns and feedback
 Discuss the initial launch Plan

June 2023
 Prepare marketing teams
 Provide strategy

July 2023

 Pre-visit of static website

 Prepare survey form for online
subscribers
 Measures result
August 2023
 Analyzed result from online
subscribers
 Enhancing the websites
 Discuss the final launch plan

September 2023
The customer to reach the website link and
social media page
Update the followers

October 2023 (Launch Week)

 Keep sharing the website link on social
media platforms and subscriber's email lists
 Then launch the event

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For businesses of all sizes, social media marketing is an effective way to

connect with potential customers and clients. If you're not directly communicating
with your audience on social media platforms like YouTube, Facebook, Twitter,
Instagram, and Pinterest, you're missing out on a huge opportunity! The customer is
already interacting with brands through social media! Your business will experience
extraordinary success with great social media marketing, which will help you develop
devoted brand ambassadors and even generate leads and sales.

PROJECTED PROFIT AND LOSS STATEMENT

CONTROL
Monitoring and implementing adjustments to the proposed recommendation
as they develop and as necessary is the marketing control process.  If an objective
states where you want to be and the plan lays out a long-term strategy to get there,
control will show you if you're on the right track or if you've reached your goal. The
control process also incorporates monitoring, assessment, and measurement.
Monitoring marketing methods is significant because resources are limited and
valuable. To be in control, expectations must be established.

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Inner SPRAC Realty Service Assurance

 Customers are always provided with quality properties and services.
 Inner SPRAC founder continuously aims to develop new marketing strategies
through a careful process. This is performed in response to the issue of
increasingly competitive real estate and the consistent and expanding
increased demand for properties due to lifestyle preferences and higher
customer complexity.

Monitoring

Inner SPRAC Realty needs to approach it differently than other industries.

Sales growth in the real estate sector is increasing. The company will also be
developed and expanded as part of Inner SPRAC’s overall plans to become a
prominent company in the world of real estate. They also desire to engage more
agents to increase their manpower. By providing quality properties the company will
continue to advance the market for real estate by establishing new standards.

Budgeting and Monitoring Spending

A marketing budget strikes a balance between the expense of creating

promotional materials on social media platforms such as our own Website,
Facebook, Instagram, TikTok, and YouTube. Examples of controls that can be
utilized to monitor a marketing budget include travel costs and internal staffing costs
for the business marketing division. To reduce costs and increase revenue, both
expenses need to be carefully monitored. By examining expenses, you can maintain
the budget and determine exactly where cost fluctuations originate.

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Contingency Plan

Inner SPARC Realty Services encounter a lot of factors that affect the company’s
performance. The company’s downside right now is lacking manpower due to its
internal environment. They also have limited transportation that is convenient for our
agents' clients, so it is beneficial to provide additional vehicle services. Lack of
marketing advertisements is also one of the company's weaknesses, to increase the
marketing department we can utilize social media platforms to engage more clients.

Risk Management Plan

By establishing industry best practices, such as having open houses safe, being
transparent with clients, and maintaining up with the market developments, a real
estate risk management strategy can help prevent significant risks. On the basis of
these factors one of our services has a quality control problem, Inner SPARC Realty
has an established procedure to handle it proactively and appropriately. It includes
conducting seminars and referrals for accreditations, providing free service vehicles
for agents to meet respected customers, and invest promotional advertisement in
different social media platforms.

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REFERENCES

https://innersparcrealty.com/

https://www.insureon.com/blog/risk-management-threats-for-real-estate-agents?
fbclid=IwAR2d1xPj5T6TjNCbyFiCpfcuqanVBD09sw5S4gGcKhJ02h8hkWDQD5Vln7
o

https://www.facebook.com/InnerSPARCRealtyServices

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