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    The document discusses marketing strategies used by small businesses known as pasalubong vendors in Baguio City, Philippines. It notes that these vendors face strong competition from other small and medium businesses trying to attract tourists. The document aims to identify the specific types of marketing strategies used by pasalubong vendors, including how they apply the 4 P's of marketing (product, price, place, promotion). It also seeks to understand how these strategies affect vendor income and what challenges they face selling during different seasons.

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    69 views4 pages
    The document discusses marketing strategies used by small businesses known as pasalubong vendors in Baguio City, Philippines. It notes that these vendors face strong competition from other small and medium businesses trying to attract tourists. The document aims to identify the specific types of marketing strategies used by pasalubong vendors, including how they apply the 4 P's of marketing (product, price, place, promotion). It also seeks to understand how these strategies affect vendor income and what challenges they face selling during different seasons.

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    The document discusses marketing strategies used by small businesses known as pasalubong vendors in Baguio City, Philippines. It notes that these vendors face strong competition from other small and medium businesses trying to attract tourists. The document aims to identify the specific types of marketing strategies used by pasalubong vendors, including how they apply the 4 P's of marketing (product, price, place, promotion). It also seeks to understand how these strategies affect vendor income and what challenges they face selling during different seasons.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    69 views4 pages

    Background

    Uploaded by

    Karies Hinashi
    The document discusses marketing strategies used by small businesses known as pasalubong vendors in Baguio City, Philippines. It notes that these vendors face strong competition from other small and medium businesses trying to attract tourists. The document aims to identify the specific types of marketing strategies used by pasalubong vendors, including how they apply the 4 P's of marketing (product, price, place, promotion). It also seeks to understand how these strategies affect vendor income and what challenges they face selling during different seasons.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 4

    Types of Marketing Strategies of Pasalubong Vendors in Baguio City

    INTRODUCTION

    Philippines can offer many magnificent and majestic tourist spots. Ifugao’s Banaue

    Rice Terraces, Palawan’s Underground River, Benguet’s Kabayan Mummies,

    Mountain Province’s Sagada Cave, Boracay’s White Sand Beach, Pangasinan’s

    Hundred Islands, Baguio’s cold weather and many more that Philippines can offer to

    the locals and foreigners. When tourists visits a place in the Philippines, Baguio City

    in particular, after enjoying the city for some time, when the tourists goes back to

    their places, they go to some pasalubong shops or stalls to buy some products that are

    made here in the city or nearby places like strawberry jams, strawberry wines, peanut

    brittle, ube jams, some soft brooms, vegetables, fruits and some carvings like the

    anitos of the Cordilleran Tribe or key chains. Some buys things such as blankets and

    clothes from the ukay-ukay. They buy these things as a remembrance on their

    vacation or they give it as a presents to their family, friends or even their colleagues

    In that case, the researchers observed that small businesses in the city is very popular.

    “Small business is one marked by a limited number of employees and limited flow of

    finances and materials (Sarokin,2018)”. Researchers also observed that as tourists

    flock in the city, these businesses is in a place where the competition is very strong, so

    these businesses are also competitive wherein they use many marketing strategies to

    persuade tourists to purchase their products.In addition, the researchers also observe

    that in an environment where the competition is strong, they use sales force in able for

    them to attract more customers. For example, in the city’s Public Market, the

    pasalubong vendors are approaching you to buy their product even if they know that

    you are a local but some vendors increase the price of their products especially during

    peak seasons. Marketing strategy as said by McAdam and McClleland (2002),” it


    refers to both radical and incremental changes in thinking, things , and processes or in

    services.” So some businesses are introducing new products to better satisfy their

    customers (Mutza, 2000) through innovation of their products or services or

    businesses may introduce new products for them to gain more profit.

    In the research of Pawan and Pawan (2013), small businesses are not using

    appropriate marketing strategy in a highly competitive environment that’s why some

    According to Kumar (2012), these business needs to be very careful in pricing when it

    comes to a highly competitive environment. He added that the price of the business’

    product is also highly competitive so that the business will not be out of the market. In

    this situation, the vendor or the owner must think of a better way on how would they

    sell their product in an environment where the competition is very strong.

    The researchers found out that there were no studies on what are the marketing

    strategies of small businesses -- especially in local-- just like the pasalubong vendors

    in a specific seasons? What are their marketing strategy when the season is rainy?

    What are the alternative plans for them to generate more income and to not have a

    bigger loss during rainy days even in a normal days (means no festival happening in

    the city)? In addition, the researchers wishes to know how the marketing strategy

    (4P’s) affects the income of pasalubong vendors in Baguio City. Since the literature

    reviews focuses on why the marketing strategies needs to be implemented, the

    researchers wants to know the benefits of these marketing strategies to the vendors

    and what are their solutions in the difficulties that they encounter in selling since

    Baguio City, also known as the “Summer Capital of the Philippines” is one of the

    tourist destination in the Philippines because of its cold weather and tourist spots.

    Tourists comes to visit and enjoy different tourist spots and some delicacies that the

    city offers.
    The researchers wants to find out the types of marketing strategies of small

    businesses, specifically the pasalubong business and what marketing strategy is

    effective in the type of their business. The researchers wants to know how does the

    vendors apply these marketing strategies using the four main component ingredients

    used to derive any given strategy in marketing products or services which is the 4 P’s

    which means Price, Product, Place and Promotion (Leonard, 2018) since there is a big

    competition not only for the small business but also for the medium business in the

    city. These small businesses does not only compete with the small businesses but also

    with the medium businesses city because of the tourists and some locals from the city.

    REFERENCES

    Kumar, R. (2012, June). Marketing strategies of small and medium enterprise: A

    sample survey. International Journal of Management Sciences, 1(2),p, 69

    Leonard, K. (2018). The four Ps in marketing strategy. Retrieved on June 13, 2019.

    Retrieved from https://smallbusiness.chron.com/four-ps-marketing-strategy-

    61482.html

    McAdam, R. & McClleland, J. (2002). Sources of new product ideas and creativity

    practices in the UK textile industry. Journal of Technovation, Vol.22, pp,

    113-21.

    Mutza, S. I. (2003). Modules for marketing (1st ed), n.p.:Rex Bookstore, p.60.

    Pawan, K. & Pawan, K. ( 2013, September). Marketing strategies of small scale

    industries:A review. International Journal on Arts, Management and

    Humanities. p, 37.

    Sarokin, D. (2018, May 08). Chron. Defenition of small-scale enterprise. Retrieved on

    June 13, 2019. Retrieved from smallbusiness.chron.com/definition-

    smallscale-enterprise-1752.html

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