strama paper!!!
I. Industry Analysis Political & Governmental Factors • International Political Stability: The good performance and growth of the Philippine Tourism industry depends a lot on Political stability in other countries. A stable peaceful global environment helps in the growth of tourism whereas the impact on tourism is negative at times of unstable political situation such as during the terrorist attacks in the past. • Emphasis on Growth without damaging the Environment: The Government wants the tourism industry to grow and prosper but without damaging the natural environment. • Formation of Super-Tourism Philippines: How Undersecretary Phineas Alburo defines the Department of Tourism’s strategy to develop the Tourism Super Region defined in President GMA’s 2006 SONA. Comprising Regions 5,6,7,8 and Palawan, the Super Region includes the country’s most popular tourist destinations. Going beyond the traditional approach of simply marketing the Philippines as a tourist destination, the DOT’s holistic strategy incorporates the whole spectrum of tourism-related issues. The Government’s emphasis on growth of tourism is also reflected by the recent formation of Super-Tourism Philippines which responsible for international and domestic tourism marketing. Legal Factors • Procedures for Getting Tourist Visa: Due to the increasing fear of possible terrorist attacks and immigration, the visa procedures have become strict in countries all over the world. This also is an issue of concern for the tourism industry. The necessary documents required even for a tourist visa have increased. This can be a hassle for interested travellers e.g. people in Europe may optioned to go for holiday to another European country to avoid the increasing formalities and documentation required in obtaining a visa. • Environmental Laws and Regulations: There are already concerns that the tourism industry is damaging the environment and therefore a big challenge for the tourism industry is to attain growth without adversely affecting the environment. Economic Factors • Global Economic Prosperity: The tourism industry in the Philippines is influenced by economic prosperity in other countries. This is because good economic conditions in other countries mean that people in general will have higher spending power and therefore they are more likely to come to Philippines. The reason why growth in tourism industry in Philippines has slowed down in recent years is because of general recession in world economy over the past few years. Thus people in other countries have been under more economic pressure and so have spent less on travelling and holidays. Also the countries like Hong Kong, Singapore and South Korea are gaining more popularity as tourist destinations. This is due to the economic global recession and also because of the geographic location of these countries. Travelling to these countries from most Asian and European countries is cheaper and takes less time as compared to travelling to Philippines. • Current Economic Condition in the Philippines: Despite of the general recession in global economy, a number of moves have been made by national government in order to improve economic conditions of Philippines. It has increased amount of expenditures to a significant extent and has been outsourcing its business activities. Amount of mining and construction for residential purposes has gone up in Philippines as well. 2009 fiscal is expected to bring not much of turbulence as far as economic conditions in Philippines are concerned. It is expected that there would be an increase of 4.1 percent in gross domestic product for 2009 fiscal. However, our country incurs -47.95 % percent changes in 2009 from having 7.30 % GDP - real growth rate in 2008 to 3.80 % GDP on 2009.Despite of that we are seeing a deep downturn in global economic conditions with sharp fall in demand, tourist arrivals in the top sixteen tourism destinations went up by 16.5 percent, reaching close to 4 million in the first semester of 2009. The Department of Tourism’s (DOT) efforts to maximize opportunities in international markets and encourage greater domestic travel movement in the first six months provided the impetus to sustain tourism growth in the midst of challenges brought by the global financial crisis and Influenza A (H1N1). This feat is attributed to the substantial increase in domestic tourism by 20 percent in the second quarter of 2009, which enhanced the business and investment confidence in the sector during the period January to June 2009. Likewise, the changing lifestyle and travel pattern of more Filipinos and Philippine residents to spend their Holy Week, long weekends, and summer/ holiday vacation in the various tourist areas of the country boosted tourist flow. Foreign arrivals in key destinations also increased by 6 percent in the first half of the year, despite a decrease of 6 percent in inbound visitors into East Asia and the Pacific. Therefore Philippines is in a strong position to invest more in promoting the tourism industry to international tourists. Social, Cultural & Demographic Factors • Type of Tourists and Holidays Preferred: Philippine tourism never had it so good in 2009. According to the 2009 year-end report by Department of Tourism (DOT) stated that the total tourist traffic in the top 14 destinations last year reached 8.9 million for a 14 %growth. Cebu is the top destination with tourist traffic increasing by 1.2 % to 1.61 million. Korea remained the top tourist market for Cebu accounting for 29 % share of total foreign tourists. Notably, Chinese tourists to Cebu remarkably grew by 70 % as more charter flights were mounted between Cebu and Shanghai, as well as to Guangzhou. Tourists to Camarines Sur increased by 117.2 % to 1.57 million vis-à-vis, the previous year volume of 721,024 visitors. International and local events such as the First Aqua Fest Celebrity Challenge, Ironman 70.3 Triathlon, International Dragon Boat Competition and Bagasbas Summer Surf, boosted domestic visitors to Camarines Sur by 140 % to 1.3 million, while foreign tourists went up by 56.1 %. Tourists from Australia and the United Kingdom to Camarines Sur substantially increased by 235 % and 170 % respectively, as wakeboarding attracted group tours from these markets. The USA remained the major source market for Camarines Sur with 14 % share. Metro Manila is the third most visited destination with tourist volume of 1.4 million, accounting for 16 % of the total tourist count. In terms of the purpose of visit, 54% came for holidays, 21% for visiting friends and relatives, 15% for business purposes and the rest 10% for education, employment and other purposes. The average duration of stay of a visitor was 27 nights in Philippines in 2010. • Cultural Mix and Origin of Domestic Population: The population in the Philippines is quite diverse. Wide ranges of people of different cultures and from different countries have now settled in Philippines permanently. These people have a lot of contacts, friends and relatives in countries all over the world. This helps the tourism industry in attracting even more tourists from abroad because people often do come to visit their friends and relatives. • Festive Seasons and Special Occasions: This is another important factor that influences the tourism industry. The Chinese New year has quite a significance impact on the number of tourists coming to the Philippines in January and February. Similarly during Christmas holidays and Easter and summer breaks, the number of tourists visiting Philippines increases considerably. Environmental Factors • Maintaining the Rich Biodiversity: Philippines is known for its rich biodiversity but many plants and animal species are now in danger of getting extinct due to habitat alteration and loss or competition and predation from introduced species. Global Warming to Cripple Philippines: The study of the Asian Development Bank states that Southeast Asia is particularly susceptible to extreme weather, higher temperatures, and rising sea levels due to it extensive coastlines, economies dependent on agriculture, and rampant large-scale deforestation. Annual mean temperatures are expected to rise an average of 4.8 degrees Celsius in the region by century’s end, if greenhouse gas emissions are not regulated. • Suffers Major Human-caused Environmental Degradation: The Philippines also suffers major human-caused environmental degradation aggravated by a high annual population growth rate, including loss of agricultural lands, deforestation, soil erosion, air and water pollution, improper disposal of solid and toxic wastes, loss of coral reefs, mismanagement and abuse of coastal resources, and overfishing. • Prone to Natural Disasters: The Philippines are prone to natural disasters, particularly typhoons, floods, landslides, volcanic eruptions, earthquakes, and tsunamis, lying as it does astride the typhoon belt, in the active volcanic region known as the “Pacific Ring of Fire,” and in the geologically unstable region between the Pacific and Eurasian tectonic plates. Technological Factors • Internet and E-Commerce: Like all other industries, the tourism industry is also influenced by the growth in popularity of the internet and e-commerce. These technologies are helping the tourism industry in promoting Philippines as a key tourist destination to people all over the world. 40% of visitors used the internet to get information about Philippines in 2009 as compared to 33% in 2008 – (Department of Tourism, December 2009). Interested travelers were able to find the relevant information related to popular destinations, accommodation, available flights etc. without much hassle. Further e-commerce has enabled easy online payment and tourists can book for holiday packages and arrange everything using the internet from their homes. • Increase in Alternative Leisure Options: The technological advancement and developments have also lead to the availability of high-tech multimedia leisure and entertainment devices. This is having a negative impact on the tourism industry and the domestic tourism industry in the Philippines is believed to be losing out to alternative leisure pursuits by people. The Five Forces Framework Porter’s Framework: Company Profile Tradewings Tours & Travel Corporation is a dynamic organization, promoting enterprising and innovative products and services for its extensive local client base. Formed in 1996, Tradewings Tours & Travel Corp. has grown into one of the leading independent wholesaler of global travel related products, serving the needs of the local independent travel agencies using the company’s reliable supplier offer the selection of international hotel accommodation and land arrangements at highly competitive prices. The company started as a small, but enterprising tour operator to Europe & Mediterranean. As trade expanded rapidly, additional destinations were offered like USA, Canada, Australia, New Zealand, Africa, India, China, Korea and other exotic destinations, forging strong business links with the company’s international suppliers and working partners to integrate the Tradewings culture with local customs and practices. This strategy has allowed the company to optimize the full potential of each market area. The management and staff are totally committed to providing the best service for clients through strong links with all the company’s business partners, understanding of their business and cultural needs, and a flexible approach to achieving business goals. Vision Statement To maintain competitive prices, meet clients’ exact requirements, provide a timely response to our clients’ request, add to clients’ marketing potential, deliver the highest quality service, rapidly solve any problems, be accessible, maintain excellent communications and to help clients’ business to grow profitably. Mission Statement To deliver direct marketing advantages to help them grow their businesses based on our reliable suppliers. Beyond that, our dedicated personal service is at the heart of Tradewings operation. Many clients have worked with Tradewings since its inception. Our strong belief in face-to-face contact from our Sales teams encourages close partnerships, giving personal service and professional commitment that ensures that we keep in touch with our client’s requirements and that they remain completely satisfied with the service they are receiving. Services & Solutions: The services of Tradewings Tours & Travel Corporation are divided into two divisions: Outbound Division, and Inbound Division. The services offered by these divisions include the following: Itinerary Planning & Consultation Our experienced Travel Counselors can advise travelers on the best route to their destination, at the most cost-effective rate. They can also provide alternative routes for those who wish to explore other avenues and design itineraries that allow additional cities to be visited – where possible, at no extra cost. Airline Reservations We use the advanced Abacus Space system for our airline reservations. Using this system, our highly trained and experienced outbound agents are able to make fast, cost-effective reservations for our clients. Airline Tickets We offer itinerary planning, routing and carrier suggestions, lay over (transit time), recommendations, reservations, reconfirmation (and/or amendments), ticketing, passenger briefing (if required), check-in service of an airport coordinator for groups upon departure and facilitation upon arrival. Rates/Rebates/Airline Incentive Note: In the event that your company has contracted rates with any airline which is lower than what we at Tradewings Tours & Travel are offering, such favorable rate shall be applied. International Tours We provide clients with a wide variety of options in international tours, including tour packages to Europe, North America, Asia, and the rest of the world. Local Tours & Travel Our highly skilled Inbound Division handles all kinds of travel requirements to any destination in the Philippines. This includes domestic flights, package tours, hotel reservations, and more. Customized/Specialized Tours For our corporate clients, we can plan business conferences, conventions and meetings. These can be designed to meet specified budgets and frameworks. International/Local Hotel Reservations Through our international partner, FCM Travel Solutions, we are able to offer outstanding negotiated rates for hotels around the world. For both individual and group travel, our service includes assistance in selection of suitable hotels overseas, reservation/confirmation (and/or protection booking in alternative hotels) pre payment facilities and message relay service when travel is in progress. International/Local Car Rental Reservations Transportation and sightseeing requirements at the destinations can likewise be arranged prior to departure. To a limited extent, and in selected countries only, rail, steamer, and boat reservation can be processed as well… Insurance Insurance is not included in the tour price. We strongly recommend that passenger purchase comprehensive travel insurance. Rates: All prices are in US Dollar. We reserve to alter rates if currency values vary from the date of transaction, in which case, we will inform customer at the current price before they book. Once we have confirmed the booking there will be no changes in price due to currency fluctuations or other factors, except for fuel changes and an increase in government taxes which must be paid within 7 days. If these result in an increase in the total tour cost of more than 10%, your passenger will have the right to cancel his or her vacation within fifteen (15) days of notification with no penalties. Tradewings Tours and Travel Agency Organizational Structure II. External Factor Evaluation Key External Factors Weight Rating Weighted Score Opportunities 1. The use of internet as marketing tool 0.15 4 0.60 2. High government priority for the development tourism industry 0.05 3 0.15 3. The dollar exchange rate and enhance the growth of tourism 0.05 3 0.15 4. Increasing of overseas Filipino Workers 0.10 3 0.10 5. Large international network 0.05 4 0.20 6. Develop value added services 0.05 3 0.15 Threats 1. Economic instability 0.06 4 0.24 2. Political interference and increasing regulations are the biggest threats facing the Travel & Tours industry this year 0.05 3 0.15 3. Increasing numbers of new competitors 0.08 3 0.32 4. Consumer uncertainty and terrorism 0.07 3 0.21 5. Unpredictable disastrous events (e.g. typhoon, earthquake, fire. Etc.) 0.05 3 0.15 6. Cost of service and support of technology increases exponentially. 0.07 3 0.21 7. Technology is constantly changing 0.07 3 0.21 Total 1.0 3.24 Basis: IA, Company Profile Ratings: 1=Lowest; 4=Highest External Factor Evaluation (EFE) Analysis: The EFE Matrix shows that Tradewings Tours & Travel got 3.24, it shows that the firm is responding in an outstanding way to existing opportunities and threats in the industry. III. Internal Factor Evaluation Key Internal Factors Weight Rating Weighted Score Strengths 1. Company’s objectives and goals are measurable and well communicated. 2. Competitive price 3. Financial managers are experienced and well trained 4. Market Share 5. Service Quality 6. The facilities, equipment, machinery, and offices in good condition Threats 0.05 0.10 0.10 0.10 0.20 0.10 2 3 2 3 3 3 0.10 0.30 0.20 0.30 0.60 0.30 1. No company website. 2. Hard to access location (located at 6th flr.) 3. Lack of promotion, advertising, publicity and strategy 4. Slow response in costumer’s complaints. Total 0.15 0.05 0.10 0.05 1.0 4 2 3 2 0.60 0.10 0.30 0.20 3.00 Basis: Questionnaire, Company profile Ratings: 1=Lowest; 4=Highest Internal Factor Evaluation (IFE) Analysis For the internal audit of the company, internal factor evaluation (IFE) determines the strengths and weaknesses of Tradewings. Service quality (0.60), market share (0.30), The facilities, equipment, machinery, and offices in good condition (0.30) and competitive price (0.30) are weighted the important in the company’s strengths The most important factor under weaknesses weighted is no company website (0.60). Secondly weighted important are lack of promotion, advertising, publicity and strategy (0.30) and slow response in costumer’s complaints (0.20). Its total weighted score of indicates that the company is weak internally and still have a big room for improvements. V. TOWS MATRIX STRENGTHS – S 1. Company’s objectives and goals are measurable and well communicated. 2. Competitive price 3. Financial managers are experienced and well trained 4. Market Share 5. Service Quality 6. The facilities, equipment, machinery, and offices in good condition WEAKNESS – W 1. No Philippine based company website. 2. Hard to access location (located at 6th flr.) 3. Lack of promotion, advertising, publicity and strategy 4. Slow response in costumer’s complaints. O – OPPORTUNITIES 1. The use of internet as marketing tool 2. High government priority for the development tourism industry 3. The dollar exchange rate and enhance the growth of tourism 4. Increasing of overseas Filipino Workers 5. Large international network 6. Develop value added services ¬SO – STRATEGIES 1. Globally competitive (S2, O1) 2. Increase of market share (S4, O3) WO – STRATEGIES 1. Brand recognition (W1, 01) 2. Increase Efficiency in customer service (W4,06) THREATS 1. Economic instability 2. Political interference and increasing regulations are the biggest threats facing the tourism industry this year 3. Increasing numbers of new competitors. 4. Changing of government officials for upcoming election. 5. Unpredictable disastrous events (e.g. typhoon, earthquake, fire, etc.) 6. Cost of services and support of technology increases exponentially. 7. Technology is constantly changing. ST – STRATEGIES 1. Technological Advantages (S5,T7) 2. Keep affordable rates (S2, T3) WT – STRATEGIES 1. Increase the promotions and advertisements strategies.(W3, T6) 2. Consumer’s tourism Awareness (W1,T3) Basis: IFE & EFE TOWS Analysis: Strengths - Tradewings Tours and Travel Corporation has great service quality and competitive price. Weaknesses - No Philippine based company website and advertisements are one of the major weaknesses the company and this has to be remedied. Opportunities - concerns about the use of internet as marketing tool and developed value added services. These opportunities have to be positive and the main concern of the company. Threats - Natural calamities, economic downfalls and terrorism are the threats that will create a great impact in profit and company operation. SO- To be globally competitive and increase market share are target that has to be pursued in order to fit on the company’s strengths. Strategies of SO are Market penetration. WO - Pursuing on brand recognition and increase efficiency in customer service are the strategies that the company have to pursue in order to rise above the weaknesses to produce opportunities in the future. Strategy of WO is Market Penetration. ST- Using up to date technology and keep affordable rates are the strategies that the company has to use for them to be able to trim down the weak spot of the possible threats in the future. Strategy of ST is Product Development. WT - Consumer’s tourism awareness by Increasing the promotions and advertisements strategies are the strategies that the company has to be done. These are the protective plans for the company to have the ability to prevent their weaknesses turning into a major external threat. Strategy of WT is Market Development. VI. Space Matrix CONSERVATIVE AGGRESIVE + 6 + 4 (3.55, 3.00) + 2 -6 -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 +6 CONSERVATIVE COMPETITIVE Internal Strategic Position External Strategic Position Y – axis Total Y- axis score: +5.00 – 2.00 = +3.00 Financial Strength (score: +6best, 1worst) +6: Operative earnings per share increased +5: liquidity slightly decreased +5: Revenues Increased +4: Return on Equity Increased +5: Efficiency ratio stable Average: 5.00 Environmental Stability (score: -1best, -6worst) -3: Price or Interest range of competing products -2: Inflation rates -2: Technology Changes -1: Competitive Pressure -2: Demand Variability Average: -2.00 X – axis Total X – axis score: -1.25 + 4.80 = +3.55 Coordinate: (3.00, 3.55) Competitive Advantage (CA) (score: -1best, -6worst) -1: Market share -2: Service Quality -1: Customer Loyalty & Reputation -1: Management Experience Average: -1.25 Industry Strength (IS) (score: +6best, +1worst) +6: Growth Potential +5: Profit Potential +5: Financial Stability +4: Resource Utilization +4: Technologies Know- how Average: +4.80 SPACE Matrix Analysis: In the Strategic Position and Action Evaluation (SPACE) Matrix of Tradewings Tours & Travel, it shows that the company’s position in the market is Aggressive. This means that the company has to use its internal strength to develop market penetration and market development strategies. In market penetration financial strength is a dominating factor in the industry. The best way to achieve this is by gaining competitors’ customers. In terms of market development targets non-buying customers in currently targeted segments. Services must also innovate for the ever changing demand of customer. The company should improve their services and marketing efforts to increase revenue. VII. BOSTON CONSULTING GROUP MATRIX Table 7.1 BCG Matrix • Rates/Rebates/Airline Incentive • Customized/ Specialized Tours • Technology • Airline Reservations • International Tours • Local Tours &Travel Basis: Company Profile BCG Analysis: This BCG matrix shows that Tradewings Tours & Travel Corporation has its own strengths and weaknesses. The Question Mark shows that Tradewings’s has a low relative market share position, yet they compete in a high-growth industry. The star represents the company’s best long run opportunities for growth and profitability. The Cash Cows has high relative market share and it competes in low growth industry, they normally generate income for the company. The Dogs do not generate any income for the company. Strategy analysis of this matrix results to Market development and Market penetration. VIII. Internal - External Matrix Table 8.1 IE Matrix The IFE Total Weighted Score Strong Average weak 3.0 to 4.0 2.0 to 2.9 1.0 to 1.99 4.0 3.0 2.0 1.0 I EFE= 3.24 II IFE= 3.00 III IV V VI VII VIII IX Internal-External Matrix Analysis: Based from the average computation of the IFE and EFE analysis, the result shows EFE = 3.24 and IFE = 3.00 which are average and high respectively. Computation is based from the data in IFE and EFE analysis. The strategies used are market penetration and product development. IX. GRAND STRATEGY MATRIX Table 9.1 GSM Matrix Rapid Market Growth Weak Strong Competitive Competitive Position Position Slow Market Growth Basis:EFE, IFE GSM Analysis: Based from the average computation of the competitive advantage and industry strength, the result shows -2.6 and 4.6 which are rapid growth and strong competitive position respectively. The Strategies should be used are Market Penetration and Product Development. X. TABLE OF STRATEGIES FROM THE MATCHING STAGE Table 10.1 Matching Stage Matrix Strategy Total Strategy Level TOWS Matrix MP & MD MP = 5 MD = 4 MP = 1 MP = Strategy 1 SPACE Matrix MP & MD BCG Matrix MP & MD MD = Strategy 2 IE Matrix MP & MD GSM Matrix MP & PD MP = Market Penetration MD = Market Development PD = Product Development Matching Stage Analysis: This matching stage represents the strategies that we will use in developing our company. First, Market penetration strategy which got five tallies in all the matrixes used which means that the company must increase market share for present services offered and marketing efforts. Second, Product Development which also got five tallies in all the matrixes we used which shows that the company must increase sales by innovating present services offered and develop a new one. XI. QSPM Matrix Table 11.1 QSPM Key Success Factors Strategy 1 Marketing Penetration Strategy 2 Market Development OPPORTUNITIES Weight AS TAS AS TAS 1. Attracts more customers 0.06 4 0.24 3 0.18 2. Create a more competitive price that will also increase profit. 0.05 3 0.15 4 0.20 3. Increase technology of the agency 0.04 3 0.12 4 0.16 4. Affordable Package Tours 0.03 3 0.15 4 0.12 5. Advertising internationally 0.07 4 0.28 2 0.14 THREATS 1. Economic instability 0.05 3 0.15 2 0.10 2. Increasing numbers of new competitors 0.06 4 0.24 3 0.18 3. High advertisements of other Competitors. 0.08 4 0.32 2 0.16 4. Fortuitous events or calamities (I.e. flashfloods, earthquakes etc.) 0.07 2 0.14 1 0.07 5. Terrorism 0.03 2 0.06 1 0.03 STRENGHTS 1. Competitive price advantage 0.04 3 0.12 4 0.16 2. High Market Share 0.04 3 0.12 2 0.08 3. High service quality 0.06 3 0.18 2 0.12 4. Facilities, equipment, machinery, and offices in good condition 0.04 3 0.12 2 0.08 WEAKNESSES 1. No Philippines based website. 0.08 3 0.24 4 0.32 2. Low Promotion and Advertisement 0.09 4 0.36 3 0.27 3. Employee Morale 0.04 2 0.08 4 0.16 4. Location 0.04 4 0.16 3 0.12 5. Employee Training 0.03 2 0.06 4 0.12 TOTAL: 1.00 3.39 2.77 Basis/Sources: Key Success Factors QSPM Analysis: Based from the overall computation of Strategy 1 – Market Penetration and Strategy 2 – Market Development the result shows 3.39 and 2.77 respectively. The computation is based from the key external opportunities/threats and internal strength/weaknesses of IFE and EFE analysis. Note by sum total attractiveness scores of 3.39 versus 2.77 that the analysis indicates that the best strategy to use in the hotel is Market Penetration. XII. SUMMARY Tradewings Tours & Travel Corporation is one of the tourism variables that benefits from the country’s increasing tourism industry because in the country, travel agencies works hand-in-hand with the tourism industry. Many tourists and travelers in the world are looking for efficient and fastest way of getting airline ticket reservations, hotel reservations and other tour packages that will satisfy them in their purpose whenever it is for business or leasure. Tradewings Tours & Travel Corporation internal positioning is strong which concluded by its measurable and well communicated company objectives and goals, competitive price, high service quality and good working environment. In terms of external positioning, it’s positioned above average but it still has many rooms for improvement. In terms of its position in the market, the agency is aggressive and can use its internal strength to develop their market penetration and product development strategies. Based on the study, Tradewings Tours & Travel Corporation should focus on their market penetration as their strategy. The management can use many advertising and promotion tools that will help to raise the popularity of Tradewings Tours & Travel Corporation and through promotion it can generate a greater income that may lead them to be more competitive corporation in the future. XIV. RECOMMENDATION Our recommended action plan is to put greater emphasis on the advertising and promotions of the hotel by having ads on the magazines, newspapers, viral marketing, and website interaction with customers through Blogs, Facebook, Friendster, and Multiply. By having greater marketing efforts Tradewings Tours & travel Corporationthe will be more popular and create an image to the public. It will attract more foreign and local customers that will do business or have a reservation and avail their services. a. Magazines the stronger the readers affiliation with the magazine as a brand, the higher the level of endorsement that the advertising receives from the magazines personality. The Magazine good for a travel agency to set ads is the Discover Philippines and Seventeen Magazine. Discover Philippines advertising rate for 1month full page colored is Php. 50,000.00 and Seventeen Magazine for 1 month full page colred is Php. 134,000.00 with the total of Php. 525, 185.00. b. Newspaper is another way of advertising the Travel Agency in the public and we choose Manila Bulletin as the broadsheet that we will put the ads. 3 col. x 5 cms = 5,292.00 (weekdays) ; 6,216.00 (sundays) it will be post for 2 months in the newspaper. The total for 2 months weekdays Php. 211, 680.00 and for 2 months on Sundays Php. 49,728.00 and the over-all total is Php. 261,400.00 c. Viral Marketing is the kind of technique that uses pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. This strategy is one of the most effective means of advertisement that will give consumers glimpse and also full information about the company. But with using this maybe some informations being spread by people are false or has negative impact to the public, so be very careful of using this as one of the advertisement.
