ANALYSIS OF WATER REFILLING STATIONS IN SAN LEONARDO NUEVA ECIJA USING THE 4 PS MODEL: BASIS FOR DEVELOPMENT OF BUSINESS PLAN

Author Name: 1. Dr. Fhrizz S. De Jesus, LPT 2. Ramezesh E. Dionisio 3. Hazel Jade E. Villamar

Volume/Issue: 02/09

Country: Philippines

DOI NO.: 08.2020-25662434 DOI Link: https://www.doi-ds.org/doilink/03.2022-61689385/UIJIR

Affiliation:

1. Instructor, Nueva Ecija University of Science and Technology, Atate Campus, Palayan City Philippines
2. Professor, Central Luzon State University, College of Business Administration and Accountancy, Science City of Munoz, Philippines
3. Instructor, Central Luzon State University, College of Business Administration and Accountancy, Science City of Munoz, Philippines

ABSTRACT

The researchers’ primary focus is in analyzing the marketing strategy of water refilling stations in San Leonardo, Nueva Ecija. This study is critical also for the development of a business plan. This study has developed a business plan that will help the water refiling stations to improve their business and marketing strategy through the use of marketing mix (4p’s) analysis. This research utilized developmental research design as it aims to develop a business plan. The study was conducted in San Leonardo, Nueva Ecija. This study utilized sixteen respondents in analyzing the marketing mix of the water refilling stations. The researchers used total population which is a type of sampling. Total population sampling is a type of purposive sampling where the whole population of interest is studied. The data that were collected from the locale were encoded, tallied, and analyzed. The results suggest that from the perspective of the water refilling owners, when it comes to product: (1) they are always offering quality and safe water; (2) regarding their pricing, they based in on the cost of their production; (3) about the place, their station is close to the households; and (4) with regards in their promotion they use tarpaulins to promote their business. The suggestion for improvements in the marketing strategy were to take action that will ensure that the business will perform with the highest level of effectivity. The researchers strongly recommend that to development the marketing strategy of the business, the owners should let their business try the innovations, interventions, and recommendations from others.

Key words: Water Refilling Station, 4Ps Model, Marketing Mix, Development Plan