Académique Documents
Professionnel Documents
Culture Documents
______________________________________
A Thesis
Presented to the
Undergraduate Faculty of the School of Business and Economics
_______________________________________
In Partial Fulfillment
MAJOR IN MARKETINGMANAGEMENT
______________________________________
By:
February 2016
APPROVAL SHEET
TABLE OF CONTENTS
Page
Cover Page i
Approval Sheet ii
Acknowledgment iii
List of Tables x
List of Figures xi
CHAPTER
1 INTRODUCTION 1
THE PROBLEM 5
DEFINITION OF TERMS 9
2 THEORETICAL BACKGROUND 12
Theoretical Framework 32
Conceptual Framework 44
3 RESEARCH METHODOLOGY 46
Research Design 46
Research Environment 46
Research Respondents 47
Research Instruments 47
Research Procedures 47
Gathering of Data 48
Treatment of Data 48
APPENDICES
A Transmittal Letter
B Research Instrument
C Timetable of Activities
D Program Budget
CURRICULUM VITAE
Chapter 1
INTRODUCTION
There is enough on earth for everybodys need, but not for everybodys
greed( Mahatma Gandhi) In our society now a day, more specifically in Cebu City, we
are facing 1different kind of calamities that really affect in every individual in our
society, like floods because of throwing of garbage anywhere. Improper disposal of waste
is the big problem in Cebu City, no matter what the government implemented but still
harm caused by the production and consumption of their goods. Sustainable business
leaders also take into account the life cycle costs for the items they produce. There
inputs costs must be considered in regards to regulations, energy use, storage, and
disposal. In United States, they make a program titled Designing for the environment
(DFE) also called as United States Environmental Protection Agency created in 1992, is
also an element of sustainable business that works to prevent pollution. This process
enables users to consider the potential environmental impacts of a product and the
process used to make that product. The Friends for the Earth International (FoEI) is an
of the planet for future generation. This helps to regulate the impact of the garbage in the
society. In Cebu City, the Department of Tourism (DOT) and Department of Trade and
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encourage the Micro, Small and Medium Enterprise (MSMEs) to implement the changes
necessary to go green.
which do not just refocus, adjust or enhance existing marketing thinking and practice. But
Green Marketing is just a simple word but its a hard task to do. In US they implement
growing market that appeal to consumers whose sense of environmental and social
City, they encourage every individual to Go Green Philippines, helps people to be aware,
So, the Eco house, located in Talamban, is the first sustainable and self-sufficient
house in Cebu and in the entire Philippines. Engr. Nestor Archival a professional
electrical engineer and advocate of nature build his own green house and promote
Engr. Nestor Archival promote this kind of program because he noticed that the
world, especially in Cebu City facing increasing environmental problems and mankind
desperate to lessen this unfortunate situation in Cebu City. As a result, corporations and
individuals are looking in different ways to contribute a cleaner and greener environment.
The Archival family dedicated themselves to going green by following the three
Rs: reduce, reuse, and recycle. It seems simple but it simple enough that needs dedication
and a creative mind to achieve all three (according to Engr. Archival). They open an eco-
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house, the area is divided into different sections: like the goatery (where you can feed and
pet goats), vermin compost beds (vermin bisexual worms whose job is to help convert
They also have mickey mouse shaped lagoon and two more pools filled with
rain water as water catchment. They accumulated water to be used to flush toilets, to
wash clothes and plates, and to water the plants. They also have a free environmental
The Archivals have created a true Cebuano legacy and, most importantly, taught
as valuable lesson giving back to nature: reduce, reuse, and recycle. Even down to the
useless piece of scrap, Engr. Archival found ways to turn garbage into something useful.
The furniture was styled with recycled scraps such PVC pipes, tetra packs, empty cans,
plastic cups, crushed eggshells, cable spools, wine bottles and empty bullet shells.
The researchers chose this topic in order to evaluate what are the opportunities
and challenges that the researcher would encounter after the studies and for the upcoming
generations. Researchers are Marketing Management students who are willing to help the
mother earth from all the disaster that citizens facing right now.
3
Situational
now. We humans have been extracting all the resources Mother Nature has to offer
without foreseeing the damages we made to it. Now with the resources running low. We
need to find a renewable energy and recycling our own waste in turn it into another useful
way.
stakeholder.(Johnson 2017) Definitely we are the one who is responsible enough to our
environment. Not knowingly we did not even notice what we can benefit from it. No
doubt there are several advocacy groups who are engaged in encouraging people to do all
that falls within their capacity to help save our world. Everybody should be geared
environment in order to lessen such mankind activities that slowly destroying resources.
Archival Eco-house is one of the advocacy groups who are encouraging people not just to
4
THE PROBLEM
This study aims to know the 7ps and marketing strategies of Archival Eco-house
in Talamban Cebu City, Philippines, of what opportunities that researcher can get from
Research Objectives
2.1 Demographic
i. Age
ii. Gender
iii. Status
iv. Income
i. Length of service
ii. Position
3.) How to improve current Marketing Strategies of Archival Eco-house in terms of:
3.1 Product
3.2 Place
3.3 Price
3.4 Promotion
3.5 People
5
3.6 Process
4.) Base on the findings of the studies, what strategies can be proposed to Archival
Eco-house.
5.) Based on the findings, what are the recommendations and interventions that can
Considerably, this will help the researcher in determining the different aspects that
will be connected to the review related literature. After identifying those aspects, the
researcher will be gathering data to support those problems that need appropriate
clarifications. After making the research, the researchers are ready to give conclusions
and recommendations.
Statement of Assumptions
development projects will make Cebu, City a nature friendly and ideal place to live.
Climate change is a huge problem in our society now a days, it refers to the increase of
normal temperature in the surface of the earth. Formulating ideas towards a sustainable
community will help solve the problem and will give opportunities to people toward
change specially those who are living in Talamban Cebu, City. By giving the researchers
broader knowledge about sustainability that will help understands and creates more
Statement of Hypothesis
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Through innovation of products with trash as raw materials is a very good
solution for a greener and cleaner society. With that idea we could not only reduce trash
we could also benefit from it by using trash as a resources, a very abundant resources.
With advertising we could introduce the positive effect of this projects we could help
them realize that this could be a way for them to save mother earth and benefit from a
product as well. So the innovation and advertising of new product from trash is a great
way to save earth with green and honest purpose to its consumers and beneficiaries.
gives us an option in choosing the right work that will fit in our attitude or personality. It
Customers - The research will give knowledge to the customers on how the Eco House
works by using 3rs reduce; reuse and recycle and it could also them in their own
business.
Entrepreneur - For the labor market and the economy in general. We all know that
entrepreneurs one of the most influential people in the industry. It will give them idea to
create work and to boost the economy. It will help to ready their selves to fight against
The Researchers. The Researchers will benefit from the study as it will improve their
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The University of San Carlos. The University will benefit from this study as it will
provide additional information in its archives and literature on marketing strategies. The
data will then be used by other business students to help them understand better on the
Basically, the scope of conducting this research encapsulates the whole boundary
of Cebu City. This City gives the researchers more information about the environmental
aspects of promoting a green environment. In promoting the 3rs (reuse, reduce, and
recycle) the researchers encountered a lot of possible ideas that can help the environment.
Going deeper in our brain storming, the researchers narrowed their minds to the specific
environmental industries that are promoting the 3rs. The researchers definitely found the
right industry that is thoroughly use the three Rs which is the Archival Eco-house that is
very qualified to be studied. The duration of this research is good for one semester.
Although it would be a good research, to know more but we are constraint by a limited
During the research conducted two industries were interview and surveyed, but
definitely the main topic of the study is the eco-house. The researchers were happily able
to gather data from the one of the industries and interviewed the eco-house. During the
field research, industries such as the Department of Environment and Natural Resources
were very proactive in answering and sharing their ideas towards a green environment.
Researchers were able to interview the Eco-house and able to gathered information that is
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essential for the environment. From this, the researchers were able to grab opportunities
in promoting the green environment and take note of it as one of the findings.
From the data gathered, it would take a lot of time and process in order to comply
it according to scheduled. Researchers would like to give time and effort for this research
topic knowing it would be beneficial for the environment. And therefore the researchers
are giving the best not just to get good grades but also share facts about the eco-house.
DEFINITION OF TERMS
Advertising - the act or practice of calling public attention to one's product, service,
need, etc., especially by paid announcements in newspapers and magazines, over radio or
process and a serves a need or satisfies a want. Researchers - diligent and systematic
applications, etc.
Sustainability - A state in which the demands placed on the environment can be met
without reducing its capacity to allow all people to live well, now and in the future.
innovation is often also viewed as the application of better solutions that meet new
The first chapter contains four parts, the introduction, The Problem, Definition of Terms
and The Organization of the Study. Under Introduction is the Rationale of the Study. This
part gives us an interview of the overall context of this research. Under The Problem is
the Statement of the Problem, where is states the purpose of the problem, the research
propositions, and situation and that enable us to conduct the research. Another sub-part is
the Statement of the Hypothesis where this part gives you hypothesis or educated guess
towards the research. Another Sub-part is the significance of the study. The last sub-part
under the Problem is the Scope and Limitations of the Study, where it provides an
overview of the context bounded within our reach. Another part of the chapter is the
Definition of Terms where the unfamiliar terms are defined and explained. And the last
The second chapter will contain the Theoretical Background. This section is
divided into three sections which are the Review of Related Literature, Theoretical
After a thorough review of all the related data, the next part, chapter three
contains the Research Methodology. An overview will be written to show the flow of
Research Instruments, and Research Procedures where the Gathering and Treatment of
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The fourth chapter contains the presentation, analysis and interpretation of data
that we gather from our respondents during our field research. This chapter is divided into
two, one is for the data from the Industry respondents and second is from the customers.
The fifth chapter contains the Summary, Conclusion, and the Recommendations
of the Study. The succeeding parts will enclosed the Bibliography and the Appendices
which will include the Supplementary Data, Transmittal Letters; the Research Instrument
used Documentation, Project Budget, Time Table of Activities and Curriculum Vitae of
the Researchers.
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Chapter 2
THEORETICAL BACKGROUND
Going Green
This day and age, we actually hear everyone talking about going green. This is
actually because the rate of the earth is not that sustainable. We are creating a project
what we call green building in such a way to promote a healthy environment. Green
Buildings are designed in such a way to reduce overall impact on environment and
circumstances, etc. that surround and influence life on earth, including atmospheric
conditions, food chains, and the water cycle." the environment is our surrounding that
includes living as well as non-living things. The non-living components like land, water,
air, temperature etc. influence how animals, plants and we as human beings live in a
particular area. Living creatures too are dependent on each other for food, shelter etc.
These are basic things we need for our survival. If any of the environmental elements
change, it automatically becomes harder and sometimes fatal for living organisms like
water, food and materials). It also produces resources, or at least gathers and stores more
of them than it uses. The extra resources are distributed back into the larger
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When it comes to protecting our environment, everybody is a
stakeholder.(Johnson, 2017) Definitely we are the one who is responsible enough to our
environment. Not knowingly we did not even notice what we can benefit from it. No
doubt there are several advocacy groups who are engaged in encouraging people to do all
that falls within their capacity to help save our world. Everybody should be geared
environment in order to lessen such mankind activities that slowly destroying resources.
Archival Eco-house is one of the advocacy groups who are encouraging people not just to
2010) Yes definitely, we do not have another planet where we can survive. Definitely the
purpose of having one planet is for us to care about it. It is made to be care and put it
under our protection. We are changing the climate and health of the planet by our every
polluted and stripped of its natural resources by over-consumption. Our lives are at stake
as we find our health being affected by environmental toxins in the air, water, and foods
we consume. Our earth is a fragile planet with limited resources. The growing threat of
climatic changes means everyone from individuals to businesses must reassess their
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Clear air. Clean water. Clean Earth. Whats good for the planet is good for you!
(Carlson 2005) Behind the statistics are real families spending real dollars to invest in a
lifestyle that matches their beliefs, or at least their personal health concerns. Perhaps
youve already made some eco-friendly changes to your lifestyle. Perhaps youre just
getting plugged into what the green craze is all about. Either way, we thought you might
want to know how the eco-trend is changing the way more and more of us are living (or
at least trying to live), and about what you can do to make the world around you just a
Marketing Strategies
markets. Marketing strategy starts with market research, in which needs and attitudes and
competitors' products are assessed and continues through into advertising, promotion,
distribution and where applicable, customer servicing, packaging, sales and distribution.
Marketing strategy must focus on delivering greater value to customers and the firm at a
lower cost. However, quantifying the return on investment from marketing expenditure
on activities such as advertising, promotion and distribution is one of the most complex
issues facing decision makers. Marketing performance is central to success in todays fast
managing it effectively.
down its marketing function into constituent parts, along with a mechanism through
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which to analyse the interaction between those parts. By doing this, decision-makers will
understand how to tie marketing initiatives back into the value created for the company.
Decision-makers will be able to understand the internal motives that propel the marketing
value of the business. The manipulation of the following marketing variables namely
price variation and price promotion, research, advertising, product differentiation, quality,
packaging and place will yield in-creased returns for firms. (Herbst and Lombard, 2009)
Life for marketers used to be simpler. We had just a few TV channels, some radio
stations, a handful of top magazines and a newspaper or two in each market. Reaching
consumers was easy, if you were able craft a compelling message, you could move
product. (Satell, 2013) What used to be a matter of identifying needs and communicating
benefits now requires us to build immersive experiences that engage consumers. That
capabilities. Marketing executives are busy people. They need to actively monitor the
marketplace, identify business opportunities, collaborate with product people and run
promotional campaigns. It is unreasonable to expect them to keep up with the vast array
of emerging technology and tactics, especially since most of it won't pan out anyway.
good strategy is one that achieves specific objectives. Innovation, however, focuses on
creating something completely new and new things, unfortunately, tend to not work as
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well as standard solutions (at least at first). The truth is that innovation is a messy
advertising campaigns that would get the consumers attention and drive awareness.
Once potential customers were aware of the product, direct sales and retail promotions
7Ps of Marketing
According to Tracy (2004) once you've developed your marketing strategy, there
is a "Seven P Formula" you should use to continually evaluate and reevaluate your
business activities. These seven are: product, price, promotion, place, packaging,
positioning and people. As products, markets, customers and needs change rapidly.
Develop the habit of looking at your product as though you were an outside
marketing consultant brought in to help your company decide whether or not it's in the
right business at this time. Develop the habit of continually examining and reexamining
the prices of the products and services you sell to make sure they're still appropriate to
the realities of the current market. Many companies have found that the profitability of
certain products or services doesn't justify the amount of effort and resources that go into
producing them. Promotion includes all the ways you tell your customers about your
products or services and how you then market and sell to them. Small changes in the way
you promote and sell your products can lead to dramatic changes in your results. Even
small changes in your advertising can lead immediately to higher sales. Small changes in
the way you promote and sell your products can lead to dramatic changes in your results.
Even small changes in your advertising can lead immediately to higher sales.
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The fifth element in the marketing mix is the packaging. Develop the habit of
standing back and looking at every visual element in the packaging of your product or
service through the eyes of a critical prospect. Remember, people form their first
impression about you within the first 30 seconds of seeing you or some element of your
or service can often lead to completely different reactions from your customers.
Packaging refers to the way your product or service appears from the outside. Positioning
is the need to develop the habit of thinking continually about how you are positioned in
the hearts and minds of your customers. Develop the habit of thinking about how you
could improve your positioning. Begin by determining the position you'd like to have. If
you could create the ideal impression in the hearts and minds of your customers, what
would it be? The final P of the marketing mix is people. Develop the habit of thinking in
terms of the people inside and outside of your business who are responsible for every
you must develop the habit of thinking in terms of exactly who is going to carry out each
It was then said by Zhou, Brown and Dev (2009) "Market Orientation,
assesses how customer value affects a firm's market orientation and consequently,
industry. The findings show that if a firm perceives its customers as valuing services, the
firm is more likely to adapt both customer and a competitor orientation, if the firm thinks
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its customers are price sensitive, the firm tends to develop a competitor orientation.
Moreover the firm is able to develop a competitive advantage based on innovation and
market differentiation.
Model" The purpose of strategic management research is to help companies find the way
to improve their performance, based on that this study examines the Competitive-edge
thinking and deception making. The competitive-edge model, along with the concepts,
tools and data required to activate it, provides managers with an explicit pictures of what
is occurring inside and around the firm by using the industry analysis, competitors
analysis, country analysis, stakeholder analysis, legal and regulatory analysis and
company analysis.
Green Furniture
sustainable lifestyle is a hot topic these days. As a result eco-friendly furniture is hitting
Many retailers are now offering various environmentally friendly products. Many
furniture retailers are actually now selling more environmentally friendly furniture pieces
along with their other products due to customer wants, so don't hesitate to ask staff if eco-
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friendly furniture pieces are available. For this type of product, shopping online is ideal;
you can compare and contrast designs, costs, and level of eco-friendly materials faster
and in the convenience of your own home; it's also the perfect place for environmentally
sustainable furniture because most online retailers are using less energy due to not having
a brick and mortar store, thereby making them greener too! Also be sure to use the
internet for finding tips on how to buy and find environmentally friendly products.
Some people obsess over furniture. Others hardly even notice it's there. One way
or the other, making environmentally savvy choices in furnishing your home or office can
make a big difference in your impact on the planet and your health. The modern
sustainability movement has attracted such a large number of innovative designers that
Whether a piece of furniture is made from wood, cloth, metal, plastic, or whatever
else, there are earth-friendly options. When cave people realized that boulders weren't the
most comfortable things to sit on, wood was almost certainly where they looked, Not
only do trees absorb carbon dioxide and produce oxygen, they keep the surface of the
planet cool, they hold soil together so it can stay rich, and they provide the habitat that
animals, insects, birds, and other plants call home, not to mention they support many
Furniture never used to be throwaway, replaced every few years either because
it was too shabby or had ceased to be fashionable. Dr Chapman says that in the Thirties
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economists came up with planned obsolescence, meaning that if people had to replace
items more frequently, they would buy more and thus stimulate economic recovery. The
past few years of recession and stagnant growth have underlined the flaws in this theory:
growth. (Lonsdale, 2011) The eco-friendly decors are no doubt very useful for home
owners because they do not only benefit the homeowner by saving money but also
benefit others as they are sustainable furniture. Because the world is becoming more
conscious about their surroundings and environment, the demand for this furniture has
increased. People find the trend catchy and choose to keep the "Go Green" theme for
Many furniture companies claim their products are green, a designation usually
referring to material sourcing. Maybe their sofa frames are made out of dumpster-sourced
scrap metal or their cushions are filled with used ticker tape. Responsible material
sourcing is important, but it does not necessarily make something sustainable; that is,
environment. Today there are many companies that pledge to have a line of green
furniture, which is specialty furniture that is made from eco-friendly materials and was
constructed in a way that does not cause pollution. There are various types of green
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furniture. One of the most popular is recycled furniture. Recycled furniture isnt as simple
as buying someone elses used sofa, rather it refers to a piece of furniture built from the
from other items. As recycled furniture is usually built from older pieces, it usually has a
more antiquated appearance than the newest item on the market and can be a perfect fit
Recycled furniture doesnt necessarily have to be made from wood either. Many
metal sofas, sectionals, tables, chairs and bed frames are still very solid after other parts
of the furniture sink or are considered otherwise unusable. Recycled furniture artists can
reuse and reconstruct this metal to make a unique addition for any home. (Tucker, 2016)
Health and safety should be a top concern when it comes to the furniture we buy
for ourselves and our families. Since our average time indoors can be 90% of the day,
good air quality is a must. Poor indoor air quality is often related to toxins in furnitures,
and can cause all sorts of health problems like emphysema, asthma, headaches and
fatigue. Metal furniture is often a great bet in terms of recyclability and steel and
aluminum furniture is likely already made of recycled content. Build quality is the real
sustainable choice in the end its more than you get what you pay for, its about your
acknowledgement that there is no away in throw away and that what you fill your life
with is a reflection of the quality of the life you want to live. (Michler, 2010)
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Renewable Energy
Renewable energy has the potential to play an important role in providing energy
with sustainability to the vast populations in developing countries who as yet have no
access to clean energy. Although economically viable for several applications, renewable
energy has not been able to realise its potential due to several barriers to its penetration. A
framework has been developed in this paper to identify the barriers to renewable energy
Oil crises in the past years made more obvious the dependency of economies on
fossil fuels. As a consequence, the need for new energy sources became more urgent.
Renewable energy sources could provide a solution to the problem, as they are
inexhaustible and have less adverse impacts on the environment than fossil fuels. Yet,
renewable energy sources technology has not reached a high standard at which it can be
considered competitive to fossil fuels. The present study deals with the energy analysis of
solar energy, wind power and geothermal energy. That is, the actual use of energy from
the existing available energy is discussed. In addition, renewable energy sources are
compared with the non-renewable energy sources on the basis of efficiency. (Koroneos,
2003)
Production of methane via anaerobic digestion of energy crops and organic wastes
would benefit society by providing a clean fuel from renewable feedstocks. This would
replace fossil fuel-derived energy and reduce environmental impacts including global
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warming and acid rain. Although biomass energy is more costly than fossil fuel-derived
energy, trends to limit carbon dioxide and other emissions through emission regulations,
carbon taxes, and subsidies of biomass energy would make it cost competitive. Methane
derived from anaerobic digestion is competitive in efficiencies and costs to other biomass
energy forms including heat, synthesis gases, and ethanol. (Chynoweth, 2001)
energy technologies and geographical regions are considered covering over 50% of the
world markets of the technology fields considered. Market deployment measures that
enhance home markets of domestic industries will in most cases lead to growing
R&D support alone to already strong industries in related fields may be powerful to help
with diversification into sustainable energy business. Several exogenous factors such as
timing, size factors, geography, etc. will influence both the industrial and policy
positioning in practice. The results indicate that there are increased industrial
large public resources, but also smaller countries can gain success through clever policies
The associated harmful environmental, health and social effects with the use of
traditional biomass and fossil fuel has enhanced the growing interest in the search for
alternate cleaner source of energy globally. Ghana, a developing country depends heavy
on woodfuel as a source of fuel contributing about 72% of the primary energy supply
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with crude oil and hydro making up the rest. Biogas generation has simply been seen as a
and promising technology, it has been very successful and a very reliable and clean
source of energy when proper management programmes are followed. There are vast
biomass resources including organic waste in Ghana that have the potential for use as
feedstock for biogas production to reduce the over reliance of woodfuel and fossil fuel,
and to help reduce the it would reduce greenhouse gas emissions which may be affecting
climate change. Ghana having the technical potential of constructing about 278,000
biogas plants, only a little over 100 biogas plants has so far been established. This paper
presents the energy situation and the status of the biogas technology and utilization in
Ghana. It also presents the potential benefits, prospects and challenges of the biogas
normally only take standard economic key figures into account, such as installed rated
power, the market price of energy and the interest rate. They propose that the degree of
utilisation, i.e. the ratio of yearly produced energy in the installation to the installed
power, must be included due to its significant impact on the present value of the
investment.
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E-jeepneys
activities. So companies have decided to share their part in creating a green environment
by reducing such pollutions. One major cause of pollution that is cause by jeepneys that
burns out a definite smoke that is harmful in the environment. They have decided to come
up with an idea instead of using fuel why not solar energy converted into electricity.
Philippine Utility Vehicle, or PhUV, which claims to be "the first to locally design,
fabricate, assemble and actually put on the road an electric vehicle in the Philippines,"
thinks it has a better idea. PhUV wants companies to "adopt" an electric jeepney (or a
fleet of these vehicles) through a specified period and let these eJeepneys replace the
traditional public-utility jeepneys. adopting an eJeepney for a fixed rate for a year or
more, a company can fund a new fleet of eJeepneys to replace the old, dilapidated and
gas-guzzling jeepneys that are currently plying our roads. (Sarne, 2015)
battles that destroys wildlife and causes health problems to millions of people. It takes
different forms of energy like heat, noise, and light. Everything can be polluted like air,
water, and even the pollution itself. One thing that most of the people use which enhances
pollution to our environment are the vehicles. Jeepneys are the most popular means of
public transportation in the Philippines. They are known for their crowded seating and
and art. The word jeepney came from the combination of the words jeep and jitney, a
small bus that carries passengers on a regular route with flexible schedule. The jeepney is
25
the cheapest way to commute in the Philippines. Because of its open rear door design,
picking up and dropping off is easy for both passengers and drivers, they can stop
anywhere unlike buses. But also because of this convenience, some jeepney drivers are
the middle of the street, blocking traffic and risking the safety of some passengers.
(Cabalonga, 2013)
Is it e-jeepneys are useful for us? Well yes, definitely yes. Electric vehicles
are finally gaining a foothold in the local transport scene. Public transport operators are
realizing that using electric vehicles for their vehicle fleets is not only environmentally-
friendly, good for the air around us, much more quiet and convenient to use, requires less
maintenance, but most importantly, cheaper to operate. With the cost of electricity to
operate it being only 40% of the money you spend on fuel for the same distance traveled.
This e-jeepneys provide such benefits for us Filipinos. There will be new jobs that could
arise for those unskilled workers. It can also add taxes to the government upon signing up
The Philippine passenger jeepney has started to shed its image as a smoke-
American military jeeps, these colorful and iconic "kings of the road" are going green.
This past summer, electric-powered jeepneys made their first commercial run in Manila's
financial district of Makati City. The new environment-friendly jeepneys rolled smoothly
26
and quietly down Makati City's main avenue, painted in bright hues and tropical designs.
Gone were the traditional exhaust pipes and rumbling diesel engines. (Oviedo, 2016)
Vermicomposting
way to convert kitchen scraps into a rich soil amendment using earthworms.
Vermicompost worms break down organic matter, such as kitchen scraps, into waste
products called castings. Although castings may be waste to the worms, they are a rich
nitrogen, phosphorous and potassium than traditional compost. It also contains microbes
We actually know that worms are remarkably un-fussy and just need organic food
to eat, a moist earthy bed and warmth. But you did not know that they have been a great
sensible way to help the environment and keep landfills free of excess organic waste.
Worms are decomposing waste so that it can be a fertilizer. These fertilizers are definitely
good for the environment unlikely from a process fertilizers that has chemicals on it.
(Grant, 2015)
find red wigglers in garden soil. You may find redworms near compost, under rotting
logs, and in other organic situations. The problem is identifying them. You wont be able
to tell the difference between Lumbricus rubellus and other worms. The best types of
27
worms for vermicomposting are red wigglers (Eisenia fetida) and redworms (Lumbricus
rubellus). These two species make great worms for the compost bin because they prefer a
compost environment to plain soil, and they are very easy to keep. Worms that feed on
vegetable waste, compost, and organic bedding produce richer casting than those that
It is not actually right to feed worms with anything, they have a desired food to
feed them. Worms love to eat and spend most of their time doing so. Just like you and I,
worms have culinary likes and dislikes. When vermiculture feeding, basically go green.
Worms will eat most anything that you would put in a traditional compost bin such as
coffee grounds, crushed eggshells, plant waste, and tea leaves. Green additions are
nitrogen based, but the worm bin also needs browns or carbon based items such as
shredded newspaper, copy paper, egg cartons and cardboard. They are likely to eat
pumpkin, leftover corn cobs, banana peels, fruit and veggie detritus. They are not to be
feed with oily and salty foods, tomatoes and potatoes, meat and other dairy products.
If we are most likely love a fair weather, well worms are different. Worms are
happiest when the temperature is about between 55 and 80 degrees F. (12 to 26 C.).
Colder weather can kill worms off by freezing, but they are in just as much danger if
unwatched in hotter weather. Caring for worms in hot weather is an exercise in natural air
conditioning, working with nature to create a cooler environment in the worm compost
bin. High heat and worm bins normally make a bad combination, but you can still
28
experiment with vermicomposting when its hot outside as long as you make the right
preparations. The hottest temperatures can kill off an entire worm population if you do
nothing to help save it. Even if your worms survive, a heat wave can make them sluggish,
But definitely it has issues also. Cut food scraps into small pieces that the worms can
break down quickly and easily. This prevents moldy chunks in the compost. Worms can
eat most food scraps that you or I might digest, but avoid greasy, smelly and animal
products. These types of foods may cause your castings to smell rotten or the worms may
not even break them down. There are flies and other pest that can be attracted to the food
Recyclable Plastics
Plastics are inexpensive, lightweight and durable materials, which can readily be
moulded into a variety of products that find use in a wide range of applications. As a
consequence, the production of plastics has increased markedly over the last 60 years.
However, current levels of their usage and disposal generate several environmental
problems. Around 4 per cent of world oil and gas production, a non-renewable resource,
is used as feedstock for plastics and a further 34% is expended to provide energy for
their manufacture. A major portion of plastic produced each year is used to make
29
disposable items of packaging or other short-lived products that are discarded within a
year of manufacture. These two observations alone indicate that our current use of
plastics is not sustainable. In addition, because of the durability of the polymers involved,
According to Pohlen and Farris (1992) Recycling has been a rapid growing
technique to reduce the solid waste stream volume. Despite the public appeal and
acceptance of recycling, the reverse logistics channels used in recycling have received
minimal attention. However, the reverse channels membership and capabilities have a
into recycled products. Differing product characteristics, extensive handling, and low
describes the reverse logistics channel structure, membership and functions, and provides
a foundation for identifying the issues affecting efficiency and marketability, and possible
future directions for improving efficiency within the reverse channel structure.
or a polystyrene compatible material. The main rail hook is also manufactured from a
30
Because plastics have only been mass-produced for around 60 years, their
longevity in the environment is not known with certainty. Most types of plastics are not
biodegradable (Andrady 1994), and are in fact extremely durable, and therefore the
majority of polymers manufactured today will persist for at least decades, and probably
for centuries if not millennia. Even degradable plastics may persist for a considerable
physical factors, such as levels of ultraviolet light exposure, oxygen and temperature
(Swift & Wiles 2004), while biodegradable plastics require the presence of suitable
terrestrial and marine environments (Kyrikou & Briassoulis 2007). Even when a plastic
item degrades under the influence of weathering, it first breaks down into smaller pieces
of plastic debris, but the polymer itself may not necessarily fully degrade in a meaningful
ecosystem there are no wastes but only products (Frosch & Gallopoulos 1989;
McDonough & Braungart 2002). Recycling of plastics is one method for reducing
with reduction in use, reuse and repair or re-manufacturing can allow for a given level of
product service with lower material inputs than would otherwise be required. Recycling
31
can therefore decrease energy and material usage per unit of output and so yield
Theoretical Framework
organizations to get the result they need to the objective market. These instrument help
the firm achieve their showcasing objectives to their objective market. What's more,
every component will be utilized by the organization to shape advertising procedure for
their objective market. The advertising blend is capable instruments for the organizations,
which in this review are the Archival Eco-house accomplish their showcasing
destinations for their particular target advertise. The model creates techniques and
32
actualizes it to achieve the objective market and to enhance the promoting procedures of
the organization.
arrangement, (Jemaiyo, B., 2013). These methodologies will likewise help the
that they can to catch piece of the overall industry particularly in the market of Cebu.
Promoting system frame a vital piece of the organization's general methodologies, with
this organization the Archival Eco-house will have the capacity to know how to
specialists keeping in mind the end goal to build up a decent client's relationship, to catch
the piece of the pie and have the edge among contenders.
Product
Product is increasingly a substantial thing and an item address the issues and
needs of clients and notwithstanding an unmistakable esteem this item additionally has a
theoretical esteem. (Philip Kotler) As per Vincent Van Vliet, it is a thing that can be
offered to market to fulfill a need and need. It is vital and the most esteemed in angle in
the market for it is containing physical and visual embodiment to the clients that they
The product idea embraces the customers to support the items that bids the utmost
quality, creative components and execution. So creating a product that the customer find
and get more value from is the key to put time in making an item. As per D. Dragnic,
each item is liable to an existence cycle that begins with presentation and took after by
33
development, development and to decay arrange where deals tumble down and it is
crucial for the advertisers to comprehend and arrange prior for each stages. It is
additionally imperative for the advertisers to brand items in detail. An item should be
Lorette, 2015)
esteem, quality, bundling, marking, adornments, and guarantees. In plan, it is the point by
point detail of a fabricated thing's parts and their relationship to the entirety. In
innovation, reason use of data in the plan, generation, and use of products and enterprises,
its points of interest over option measures in view of particular criteria related with
essentials needs. In comfort, it is a purchaser thing that is readily available in the most
saleable decent which decide its attractive quality and which can be controlled by a
screens active items for buyer agreeableness. In esteem, the gathering of components and
attributes of a saleable decent which decide its allure and which can be controlled by a
screens active items for purchaser worthiness. In bundling, is expanding and may
machine recognizable proof (scanner tags, and so on.), confer basic or extra data, and
34
help in usage. Ultimately, marking includes in making an interesting name and picture for
an item in the shoppers' brain, chiefly through promoting efforts with a steady subject and
it plans to set up a critical and separated nearness in the market that draws in and holds
faithful clients.
Price
As indicated by Philip Kotler, price is the measure of cash clients must pay to get
the item. Fundamentally, cost is something you give or the sum clients trade by the
advantages and administration they get from purchasing the item. Price is the measure of
cash or great that is required to gain another great or administrations. Once in a while
clients see that the esteem or the nature of item and administration depends on the cost.
Whatever the evaluating of the item it will specifically influence the item quality.
Price is one of the determinants of a fruitful business and value covers the real sum the
end that clients are relied upon to pay for the item and administrations got. In doing the
correct pricing, specialist will get the clients regard for purchase the items and that is the
reason it is critical to concentrate the estimating techniques base in item cost as well as in
clients point of view in light of the fact that in evaluating it is one of the motivation
statistical surveying and concentrate on the correct item blend keeping in mind the end
goal to accomplish the most extreme benefit potential and support the business. In
skimming, it is an approach wherein a maker sets a high cost for another top of the line
35
item or particularly separated specialized item and its goal is to acquire most extreme
income from the market before substitutes items show up. In infiltration, it is the
movement or certainty of expanding the piece of the pie of a current item or advancing an
item. In mental, adds to the gathering's general contributing attitude or notion. In cost-
Finally, misfortune pioneer is a decent administration promoted and sold at beneath cost.
Place
Place alludes to the organization exercises that make the item accessible. Put
choices are those related with channels of conveyance that fill in as the primary way of
getting the item to the objective market or clients. The appropriation framework performs
essential in advertising blend apparatus in light of the fact that the area and place of the
business can be helpful for the clients and it ought to be open and reachable for the
clients.
embrace to make the item and administration that open and accessible to the objective
clients. Numerous exercises held by the organization to make their item and
administration less demanding, open and accessible to the clients. The reason for the
dispersion is to give the great and administration that is required and need of the clients in
36
the ideal place at the quick time to get the item. This is the essential part of place since it
Place is comprise of retail, discount, mail arrange, web, coordinate deals, shared,
to advance mindfulness and offers of the organization's items. This is not the same as
different sorts of advertising in light of the parts of the retail exchange, for example,
pitching completed merchandise in little amounts to the customer or end client, typically
from a settled area. In discount, it is a man or firm that purchases vast amount of
are called distributors. In mail arrange, it is a strategy for offering in which purchasers
and dealers don't reach. Mail arranges firms (likewise called standard mail firms) utilize
customized letters and lists (disparagingly called garbage mail) sent on the premise of
exceedingly particular address records (called mailing records) sold via mailing research
firms. They likewise produce enquiries and requests through notices in appropriate media
including web. But mechanical gear and excessively massive products, nearly everything
is sold through mail arrange, for the most part at lower than retail location prices. In web
is a sort of promoting uses different online notices to direct people to a promoter's site.
Flag notices, pay per click (PPC), and focused on email records are frequently techniques
utilized as a part of Web marketing to convey the most incentive to the publicist. Web
marketing is a developing business for the most part since an ever increasing number of
individuals utilize the web each day. Well known web crawlers, for example, Google and
Hurray have possessed the capacity to benefit from this new rush of advertising. In direct
37
deals, it is an up close and personal introduction, exhibit, and offer of items or
deals agents. Utilized by firms, for example, Avon, Mary Kay, and Tupperware,
coordinate offering varies from system advertising in that it offers practically zero
motivating forces for enlisting regularly expanding number of offers agents. While
wide range of sorts of showcasing, for example, sites, inventories, phone calls, mail, and
TV promotions keeping in mind the end goal to acquire the matter of a purchaser. This
sort of showcasing must have great frameworks of administration in the store network, in
order to outfit the suitable merchandise as well as costs and points of interest over all the
distinctive media.
Promotion
Promotion is a method for making clients mindfulness on the item and making the
item well known. It is the scaffold method for correspondence the business and the clients
and the most ideal approach to characterize the entire business association and its
exercises. Thought this the general population the group will have the capacity to know
and assembled data about the item and the advantages it can give the clients. "The buyers
should first know that the item exists, to rouse them and give them consideration
regarding the item and what may it give" (Languilaire, 2011). This makes the view of the
38
clients in the market and in like manner brings a decent and appealing marking and great
situating of business in the market. Promotiont fills in as the scaffolds for the customers
and potential financial specialists in the market since it drag the prominence of the
extending and incorporating the current universe of business. Associations attempt to get
and catch the enthusiasm of the clients. Advances contribute an extraordinary change for
picking powerful special exercises for the new eras. The best limited time apparatus is
utilizing the social medias as a method for connecting their objective clients since very
nearly hundred percent of individual now are into web-based social networking as of
now.
coordinate mailing, handouts, rivalries, and joint endeavors. In exceptional offers, it is the
utilization of any extraordinary offer expected to raise a client's advantage and impact a
buy, and to make a specific item or organization emerge among its competitors. In
administration. Makers of fragrances and apparel are probably the most widely
recognized business clients of great big name support systems, for example, TV
purchasers to look at, utilize or test an item before completely submitting organization
39
assets to a full launch. In coordinate mailing, is an immediate advertising strategy in
which painstakingly focused on prospects (picked on the premise of age, pay, area,
calling, purchasing design, and so on.) are given specially customized offers for
the most part "lease" arrangements of prospects from mailing list gathering firms who
keep up a huge stock of names and addresses of prospects, separated into many
and moderate and can get new clients and lift sales. Free blessings otherwise called the
razor and edges plan of action, is a plan of action wherein one thing is sold at a low cost
(or given away for nothing) with a specific end goal to build offers of a correlative
nearness of at least one of the contenders can diminish the costs of merchandise and
ventures as the organizations endeavor to pick up a bigger piece of the pie. Rivalry
the end goal to lessen costs. Fast-food eateries McDonald's and Burger Ruler are
contenders, as are Coca-Cola and Pepsi, and Wal-Shop and Target. Ultimately, joint
combine marketing strategies keeping in mind the end goal to build their share of the
Physical Evidence
40
Physical evidence alludes to the earth in which the administration is conveyed and
any unmistakable great that is encourage the execution and correspondence of the
administration (Rafiq& Ahmed, 2008). It is critical on the grounds that clients utilize
condition itself, for example, the stylistic theme, building, outfitting, format and so on is
instrumental in client appraisal of the quality and the level of the administration.
Muala&Qurneh (2012) uncovered that this variable alludes to the earth in which the
administration is conveyed and any substantial great that is encourage the execution and
fact that the clients regularly judge the nature of administration gave through the physical
evidence.
encompassing condition, space, signs, images, ancient rarities and in addition the
encompassing condition where the administration gave, rely on upon the particular
In keen, all organizations need to set destinations, goals are critical they center
associations. Organizations that have particular points are typically more effective than
those that don't; on account of a business with targets comprehends what it is attempting
to accomplish. Goals can be set in every aspect of the business e.g. deals, creation, back
and promoting. A successful approach to set targets is through the prevalent acronym
41
SMART. In rundown, it is a progression of goals that is being taken after separately. In
interface, is a typical limit where coordinate contact between two distinct societies,
gadgets, substances, conditions, frameworks, and so on., happens, and where vitality,
customers who request an incentive for cash that they are purchasing items that have
stood the trial of time. In conclusion, offices are a formal monetary help program offered
offices include overdraft services, conceded installment plans, lines of credit, revolving
credit, term loans, and letters of credit and swing line advances. An office is basically
Process
Process alludes to the systems and strategies for giving the administration.
Prepare essentially for administration elements since it is the imperative for clients
fulfillment (Su-Mei Lin, 2011). "Process is the strategies, system and stream of the
component which is utilized to convey certain item with the purchaser inclination to give
their fulfillment. To accomplish something there is process in the middle of, it influence
through giving elusive items and administrations. Benefit industry organizations are
42
administration ruled organizations. While benefit utilization, it is the procedure in which
something else. Utilization of products and enterprises is the measure of them utilized as
People
People allude to the administration representatives who create and conveyed the
item and administrations. These are the people who give administration to the clients
(Muala&Qurneh, 12012). Individuals are the main issue in today's business and business
is around clients and clients driven. The development of business additionally relies on
upon the general population who offer support of the clients. Communication is
comprises of the interlocking elements of making corporate arrangement and sorting out,
arranging, controlling, and guiding an association's assets with a specific end goal to
accomplish the targets of that strategy. In culture, it isa particular kind of marketing that
specific culture or statistic. Finally, client benefit, it is a cooperation between a client and
an item supplier at the season of offer, and from that point. Client benefit increases the
43
Conceptual Framework
Employees Profile
Age
7 ps of Marketing
Gender
Product
Position
Place
Years of Service
Companys Profile
Place
Proposed Marketing
Vision, Mission, Goals
Promotion Strategy
Year Established
People
Industry Size
Process
Number of Employees
Physical Environment
Figure 2: Conceptual Framework of the Study
Asset Size
AverageTheAnnual
conceptual framework, the researcher will use the input-process-output that
Revenue (For past 3
will indicate the Employees demographic in terms of age, gender, position, and years of
years)
service in Archival eco-house and also the company's profile in terms of Vision, Mission,
Goals; Year Established, Industry Size, Number of Employees, Asset Size(for the past 3
years), and Average Annual Revenue will make a significance towards the current
marketing strategies used by Archival Eco-house. The information that will be gather are
going to be the basis of our proposed marketing strategies. Archival Eco-houses Vision,
Mission and Goals will be the fundamental basis of our proposed marketing strategies by
helping achieving it. And with the given information we will be able to determine and
recommend a promising strategy that will be used in attaining bigger market in Cebu.
44
Chapter 3
RESEARCH METHODOLOGY
This chapter describes the research methodology used in the study. The research
environment pertains where the research setting took place and the like, the respondents
which could benefit the research/study. The instruments used to collect the data,
including the methods implemented to maintain validity and reliability of the instruments
are describe. The procedures on how the data is collected and on how we used the data
we have collected.
Research Environment
Researcher thought of a study that could help solve major problems that our society is
facing right now, one of the example is Global Warming. This study is conducted at
Figure 3.1
45
Respondents
In choosing our respondents, researchers divided the group of people within the
Eco-house according to their position. The only problem with some of the respondents,
caretakers doesnt know what could be the beneficial effects of the Eco-house, because
some of them are just there to watch and guard the house. Not just mainly the agricultural
related individual are interviewed, researchers also made a survey to the students,
professional, and unprofessional workers. The Researchers respondents most focus on the
Head manager or the owner of the Eco-house and the other persons behind of this
Research Instruments
well as survey questionnaires that helped in assessing the respondents. The researcher
questionnaire is all about the Objectives of the Research Study. This questionnaire served
as the guide and key answer of the research problem. The purpose of our research is to
Research Procedures
The researcher had to consider other things like following the tips and processes
output. In choosing this topic researchers also consider each other ideas and from those
ideas, they chose the best one that will get a good impact to the readers. Researchers use
46
clear reference for the reader to find the original cited publications. Researchers also use
Delphi Technique (collect research ideas & distribute to the member of the group).
Researchers apply the four (4) areas in developing research topic Utility, Universal,
Gathering of Data
Researchers will be gathering data from the Archival Eco House. Researchers
will give questionnaires to get as full details on how the Eco House works and the
maintenance of the place. The owner Engr. Archival made it a point to install turbines, a
bio-gas facility, and solar panels that help sustain the needs for electricity. As for the
waste management, the Eco-house boasts their waste recycling programs. Bottles,
plastics, styrofoam and tin cans can be found everywhere you can't imagine they would
be in the house.
Treatment of Data
All data collected were analyzed and were treated confidentially. From the
questionnaire, the demographic data of the entire respondent were gathered. Responses
that identified workers perceived skills and experiences and the number of hours spent on
asynchronous reflective practice and discussion activities were collected, scored and
tallied.
47
The Statistical Tool
In order to get the percentage of the data researchers use Slovens Formula:
F / n (100) = % Percentage
Scale
Weighted Average
Researcher used the weighted average to determine the weight of the choices
48
BIBLIOGRAPHY
Books:
Periodicals:
Unpublished Materials:
Internet Resources:
49
APPENDIX A
Should you decide to partake in this study, you can expect to get an in
depth analysis about your companys marketing performance. The findings of
the study will help us, the researchers, to propose interventions and
improvements to your current marketing strategies for archival eco-house
Sincerely Yours,
50
APPENDIX B
RESEARCH INSTRUMENT
Good day,
We, ALBARANDO, CHIARA JESSIELIE, DY, JOANNA, MALALAY,
JUSTINE RALPH, MIRANDA LEOJE and VILLALON, CARYL MAE, are students
from the University of San Carlos to conduct a study of MARKETING STRATEGIES
FOR ARCHIVAL ECO-HOUSE TALAMBAN CEBU, PHILIPPINES. We want to
get even a little bit of your time to complete our analysis of the study. Rest assured that
your answers will remain confidential. This study is for academic purposes only. Thank
you very much!
Respectfully,
THE RESEARCHERS
I. EMPLOYEE PROFILE
Name (Optional): _________________________________________________
Age: ________ Gender: ____________ Civil Status: _____________________
Position in the company: ___________________________________________
A. PRODUCT
1. What are the products you are selling to the market?
__________________________________________________________
__________________________________________________________
__________________________________________________________
2. What are the major components/raw materials used to produce your
product?
__________________________________________________________
__________________________________________________________
__________________________________________________________
3. What values do you think your product gives to the customers?
__________________________________________________________
__________________________________________________________
__________________________________________________________
4. What are the competitive edges of your product from your competitors?
5. Do you consider your products as an eco-friendly product? Why?
51
__________________________________________________________
__________________________________________________________
__________________________________________________________
6. Can you tell us about your product quality?
__________________________________________________________
__________________________________________________________
__________________________________________________________
7. Who are your competitors?
__________________________________________________________
__________________________________________________________
__________________________________________________________
8. Do you provide warranties?
Yes: Others:______
No:
B. PRICE
7. What are the prices of the market you sell to the market?
__________________________________________________________
__________________________________________________________
__________________________________________________________
8. What type of pricing strategy you are currently using?
__________________________________________________________
__________________________________________________________
__________________________________________________________
9. How do you see about your competitors price?
__________________________________________________________
__________________________________________________________
__________________________________________________________
10. Do you give discounts to get more customers?
__________________________________________________________
__________________________________________________________
__________________________________________________________
C. PLACE
11. How can we buy or attain your product?
__________________________________________________________
__________________________________________________________
__________________________________________________________
18. Which media have you found more effective to get the attention of
consumers? Check all that apply
Radio Social Media
Leaflet Newspaper
Magazine Email
Television Other (Please Specify): ______
E. PEOPLE
23. Does your workers/co-workers regularly come forward with ideas,
problems or suggestions?
Yes Others: ________
53
No
26. What can you say about this line The reputation of your brand rests in the
hands of your staff
__________________________________________________________
__________________________________________________________
__________________________________________________________
F. PROCESS
54
G. PHYSICAL ENVIRONMENT
35. Do you have any place where you are going to stock your products?
________________________________________________________
________________________________________________________
________________________________________________________
55
Good day,
Respectfully,
COMPANY PROFILE
Legal name of the business: ______________________________________________
Address of the company: _________________________________________________
Year established: _______________________________________________________
Industry size: __________________________________________________________
Average Annual Revenue: ________________________________________________
Asset size: _____________________________________________________________
Number of employees: ___________________________________________________
56
APPENDIX C
TIMETABLE OF ACTIVITIES
Duration
Activities From To
57
APPENDIX D
PROGRAM BUDGET
ITEM COST
CURRICULUM VITAE
58
Personal Information
Contact Information
Email: malalay.justineralph@gmail.com
Educational Background
CURRICULUM VITAE
59
Personal Information
Contact Information
Email: mleoje@yahoo.com
Educational Background
CURRICULUM VITAE
60
Personal Information
Contact Information
Email: carylmaevillalon@yahoo.com
Educational Background
CURRICULUM VITAE
61
Personal Information
Name: Joanna T. Dy
Educational background
CURRICULUM VITAE
62
Personal Information
Contact Information
Email: albarando.chiara@gmail.com
Educational Background
Campus
ESL Teacher
ESL Teacher
63