I. EXECUTIVE SUMMARY

College of Accountancy of Dr. Yanga’s Colleges Inc. is now considered as a distinct and active college offering the course Bachelor of Science in Accountancy. Before, it was just a part of the College of Business Management and Accountancy, and last June 2008, it had obtained its own identity as a college, by forming new organization, unique uniform, new management, and by actively participating on events. At present, the college holds only 15.5% of the total population of BS Accountancy students studying in schools here in Bulacan as shown in Figure 1.1. The College will have its first graduates this SY.2009-2010, and hopefully have its own set of Board Passers in just a short while.

Figure1.1. DYCI’s College of Accountancy’s total Market Share

DYCI's College of Accountancy's Market Share

CMI, 7.2%

PUP, 16.6%

SMA, 4.7%

MC, 18.4%

BU, 20.9%

URC, 14.0%

DYCI, 15.5%

Others, 2.7% CMI

PUP

SMA

MC

BU

URC

DYCI

Others

The College of Accountancy (COA) aims to provide an environment where students and faculty members can work together and help each other attain their goals in life. It also aims to encourage individuals who are willing to take up the course, to pursue their ambitions and be a part of the DYCI- COA family. Likewise, just as what every school, offering the same program wants; COA aims to produce CPA board passers and topnotchers in the future.

To achieve those aims and objectives, COA must first improve its management programs, especially when it comes to communication and academic factors, which can be achieve through meetings, seminars and trainings. COA must also extend its marketing strategies when it comes to promotion, course offered, pricing and people. To achieve its objective of having board passers, COA should be particular with the competency and skills of professors, provide programs for review and provide sufficient learning and review materials.

This marketing plan aims to aid the management of College of Accountancy to plan for its future and determine its strengths and areas for improvement.

II. COMPANY PROFILE

A. Dr. Yanga’s Colleges as an Institution

a. Historical Background

Dr. Yanga’s Colleges, Inc. (DYCI) started as a non-sectarian secondary institution. It was established in 1950 as a Francisco Balagtas Academy (FBA) by the former owners, and in 1994, the Yanga family purchased the FBA. Dr. Ismael E. Yanga, Sr. became its first president.

In 1977, the Secondary Institution expanded to include tertiary courses. Commerce, Midwifery, Doctor of Veterinary Medicine, Agriculture, Nursing, Seaman Training Course, secretarial education and Vocational Courses were the initial courses offered.

In 1987, the name of the institution was changed into Dr. Yanga’s Francisco Balagtas Colleges (DYFBC). And in 2001, the institution’s name became Dr. Yanga’s Colleges, Inc.

b. Organizational Chart

Board of Trustees

Marciano D. Yanga. PHDChairman

Marie B. Reyes, BSCSecretary

Ismael D. Yanga jr., MDAuditor

Elida D. Yanga, MDVice-chairman

Marcela D. Yanga, BSPhTreasurer

School Officials

Department Heads

Marciano D. Yanga. PHDPresident

Elida D. Yanga, MDEVP

Marcela D. Yanga, BSPhTreasurer

Edgar S. Yanga, PhDSVP/VPAA

Marie B. Reyes, BSCAssistant Treasurer

Michael S. Yanga, MBAVP for Admin. HR and Finance

Ismael D. Yanga jr., MDAuditor

Marie B. Reyes, BSCDirector for Finance

Ariel C. Ocampo, MSAhDeputy QMR/Registrar

Julieta DT. MactalDirector OEA/NSTP

Rowel d. Escalante, DIP.IR.MIR, MBA

Director HRDO/Dean CBA

Esperanza S. Nunez, MAEDDirector PRDO/ Dean COED

Eduardo TolentinoDirector SPSO

Perla B. Moraño, MAEDDirector CCDIT

Nolando Y. Bautista, MAEDDirector SSO

Charo GalangChief Librarian

Jocelyn s. OngdicoAsst. Director SPSO

Loreto JoseDirector ITSS

Lina d. QuanoPrefect of discipline

Evelyn G. EugenioGuidance Counselor

Alma Valencia, BSEGuidance Counselor

Susana D. AlfaroHead Purchasing and Bus. Office

Ma. Socorro M. Tiamson, MAEDDirector CELSA

Virginia DC. Dalvador, BSAA,BSC

Administrative Academic Officer VPAA

Azenith h. Castillo, MBAHead CBA

c. Relevant Information

Dr. Yanga’s Colleges, Inc. (DYCI) offers various scholarship programs: Entrance scholarship, Colleege Academic Scholarship, either full or partial, Student Assistance program, Cultural and Athletics Scholarship, and sibling discount could be availed after satisfying specific requirements and conditions given. With regards to the tuition fee, the institution offers affordable fees, but practices high teaching standards.

DYCI got the title from the Philippine Robotics Olympiad, and had the opportunity to represent our country in the World Robo Olympiad held last November 6-8 2009 at Gyeongbuk Pohang South Korea. Representatives with the guidance of their coaches brought the ninth (9th) place which brought so much pride for the DYCI family.

B. College of Accountancy

a. Vission, Mission of the College of Accountancy

Vission

The College of Accountancy envisions itself in developing in its students a culture of excellence in the field of Business and Entrepreneurship Research and Consultancy Services.

Mission

The College of Accountancy (COA) commits itself to the following mission statements:

1. Develop curricular offerings responsive to manpower demand for both local and international market.

2. Devises a policy to achieve Quality education through Quality Teaching and Quality learning.

3. Design a policy of continuous enrichment/ revision of curriculum to ensure a high passing percentage of its graduates in the CPA licensure Board Examination.

4. Institutes a program for the development of all accountancy students centering on religious, social, political, and ethical consciousness.

5. instills in the mind of every graduate the value of honesty, integrity, and justice in the practice of their profession.

6. trains the student in preparing Feasibility studies (FS) and Business plans (BP) to hone their potentials in Business Research.

7. develops a year-round Faculty development program to enhance their teaching competencies, strategies, and professional leadership.

b. Relevant Information

The College of Accountancy (COA) started its operation on 1986 but had to stop operating or offering BS Accountancy course due to weak foundation. The permit to operate was reapplied on 2002, and the College begun again its operation last 2005.

From a small institution, the college steadily grew in enrolment and gradually expanded its curricular offerings. In 2002, additional major in commerce which is Management Accounting was approved, and in 2005, the permit to offer BS in Accountancy was secured. The College of Business and Management Education (CBME) was changed to become the College of Business management and Accountancy (CBMA).

Effective last June 2008, College of Accountancy (COA) became a separate and distinct college offering BS Accountancy course. At present, this college, with its new distinct name, has grown into active and independent one with an increasing number of students.

To date, the College of Accountancy and the entire institution are continually pursuing remarkable programs and plans to successfully achieve its stated vision-mission.

COA is one of the members of the Junior Philippine Institute of Accountants (JPIA) and Bulacan and National Federation of Junior Philippine Institute of Accountants. The college is actively participating in nationwide conventions and Philippine Institute of Certified Public Accountants’ (PICPA) Accounting Quiz Bowls. All the major accounting professors are Certified Public Accountants (CPA), having sufficient knowledge and experience to provide quality accounting education needed.

c. Organizational Chart

Dr. Donato. S. GallegoDean

Bernard R. Salonga, Jr.Student Assistant

Ms. Shirley C. EneroOffice Assistant

Teaching Staff

Mr. Marcos CastilloMr. Ferdinand ImportadoMr. Dante TorresMr. Romeo BartoloMr. Joseph Noli LachicaMr. Alberto vagilidadMr. Lolito MoradilloAtty. Bunrofil AltaresAtty. Ma. Czarina AltaresMs. Victoria GonzalesMs. Elenita Dela CRuz

III.CURRENT MARKETING SITUATION

There are multifold schools and universities here in Bulacan and around the Philippines that most students may prefer to enroll in their college years. Schools have various strengths and weaknesses when compared to others. At some instances, there are schools having same strong and weak points while others are not. There are having great number of strengths and opportunities, lesser extent of weaknesses and threats, or may be of equal degree of these factors.

Based on our keen observation and meaningful residency in Dr. Yanga’s Colleges, Inc. - College of Accountancy, we had come out for the possible key internal and external as identified in the internal- and external-audit process.

A. External Environment Analysis

Opportunities Weight Rating Weighted Score1. Existence of a number of graduates from nearby public schools.

0.1 3 0.3

2. Increasing number of DYCI high school graduates.

0.2 4 0.8

3. Parents influence with regards to the choice of school and the course to be taken up.

0.05 2 0.1

4. presence of high school graduates from nearby provinces as potential market

0.05 2 0.1

5. The course has high demand rate and employability

0.05 2 0.1

Threats Weight Rating Weighted Score1. Growing number of competitors

0.10 2 0.2

2. not pursuance of course due to financial problems

0.2 4 0.8

3. No board passers yet, unlike other competition schools

0.1 3 0.3

4. Preference of individuals/ students to enroll at universities and other school

0.05 2 0.1

5. Wide array of choices for tertiary offered at DYCI and other academic institutions.

0.1 3 0.3

TOTAL 1.00 3.1

a. Opportunities

Organizations have potential buyers and consumers like a school which renders services for the students, employees, parents and many more in the society. There are various schools in Bulacan and nearby cities offering high quality education and rendering their services for different classes of society. Dr. Yanga’s Colleges, Inc. has increasing number of high school graduates that has been the great opportunity of the school to gather many students and enroll here. Dr. Yanga’s Colleges, Inc. offers discounts and certain percentages or rates as privileges to encourage students and potential consumers and buyers. Through the existence of a number of graduates from nearby public schools in Bulacan, the school could have great number of enrollees and the college could have that opportunity to encourage them and choose the course. Through sufficient promotional strategies, the presence of high school graduates from nearby provinces could add up and be captured a potential market of the organization. Parents can be one of the possible reasons why students choose a particular course in college. They can strongly influence students with regards to the choice of school and course to be taken up, maybe because they want their children to continue their course when they are in that stage or they want them to pursue their traditional degree in college. Students prefer to choose a particular course because of its high demand rate in society and economy. Specifically, accountancy offers high demand rate and employability, that is why, the students want to pursue this course though there are lots of accreditations and requirements to be passed.

b. Threats

Students tend to discontinue their studies due to financial matters. This factor is one of the major threats that may hinder the pursuance of the students to finish their chosen course. They tend to find for a job than to study because of financial problems. As a college student, you expect that there are big expenses to spend and you must prepare for it or even make ways to overcome it. There is a wide array of choices for tertiary

courses offered at Dr. Yanga’s Colleges, Inc. and other academic institutions, that is why, the number of for every department were affected. Some courses got the maximum number of students while others are not. The growth in the college of Accountancy at Dr. Yanga’s Colleges, Inc. may slow down because of the competitor schools which have students who are board passers and so called as Certified Public Accountants. This factor might be the benchmark of the school and the college itself. The competitors are growing in number that may confuse students in which school they will enroll to pursue their Accountancy course. Students prefer to enroll at universities or schools which they thought could offer high quality and assurance that they could find job more easily if they enroll in that particular school.

c. External Factor Evaluation (EFE) Matrix

Based on our analysis in given opportunities and threats, we had conclude that the college has significantly above average of 3.1 indicating that it has a strong external position. Though there are external factors that need for improvement, still, some of the factors were considered as strengths of the school. The college has great opportunity from increasing number of Dr. Yanga’s Colleges, Inc. high school graduates because the school guaranteed 40% discount for the alumni students and scholarships as well. The college could have more students to inquire from existing number of graduates from nearby public schools through giving privileges like discounts and other percentage rates to students with higher grades and remarks. The college could have the possibility to come at a higher rate of enrollees through sufficient promotional strategies from nearby provinces and because of continuous high demand rate and employability of the course.

B. Internal Environment Analysis

Strengths Weight Rating Weighted Score1. Professors are competent

0.1 4 0.4

2. Offers affordable tuition fee

0.2 4 0.8

3. Active participation of JPIA organization- DYCI chapter

0.03 3 0.09

4. Qualifying examinations are provided for assessment

0.05 3 0.15

5.CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of

0.03 3 0.09

Junior Philippine Institute of Accountants (NFJPIA)6. Accessibility of location

0.1 4 0.4

Weaknesses Weight Rating Weighted Score1. Lacks learning and review materials

0.05 2 0.1

2. Lacks rooms, certain facilities and technologies

0.2 1 0.5

3. No full time professors

0.2 1 0.2

4. Poor support from higher management

0.5 2 0.10

5. Insufficient promotional strategies

0.1 1 0.1

6. The location is prone to fortuitous event

0.04 2 0.08

TOTAL 1.00 2.56

a. Strengths

Based on our analysis, Dr. Yanga’s Colleges, Inc. - College of Accountancy offers affordable tuition fee that has been the major strength of the school and college, having a weighted score of 80%. Students prefer to enter in a school with high quality of education together that they can pursue their college years through giving importance to financial status of every individual. The school had qualified to this scenario that most of the schools here in Bulacan and nearby cities had offered higher rate of tuition fees. Second major strengths of the school were accessibility of location and competency of professors. Students prefer to enroll in school where they can be move at ease and comfortable in arriving to school and going home. Parents and students prefer to chose the kind of location where the expenses for transportation not too costly and could not be their burden afterwards. The school had great number of more experienced and competent professors. In College of Accountancy, for example, though there are only part times, still the College has competent professionals accredited by the Board and in public practice that made the course in much quality and good standing for the students. For the course to be of higher quality in education and for the students to be prepared and trained in the real world as an accountant, the College has provided qualifying examinations for assessment and evaluation of their books and achieved through the help and guidance of their professors. The college has been accredited by Commission on Higher Education (CHED) including Bulacan Federation of junior Philippine Institute of Accountants

(NFJPIA). The College has been actively participating to Junior Philippines Institute of Accountants (JPIA) - DYCI Chapter.

b. Weaknesses

The school and college had been considering weak points as experienced and observed throughout the years. The students had been experiencing hard times to consult and have a talk with regards to academic standing of the students, on how the lessons to be taught and should learn and practice by the students. Also, there is no program head or specific adviser for the college and the organization because of having part-time professors only. Though the professors required the students to have their own books especially on their major subjects, it is not enough that they only rely on these references but the school library should provide additional review materials for the students to be competent diligent, and wise enough when the review classes and taking the board examinations take place. Because of having small number of faculty staff and members, students tend to conclude that the support from higher management was poor, but in fact, both lack communication. One of the possible reasons why the Accountancy program in DYCI has smaller number of students compared to competitor schools was having insufficient promotional strategies that would be one of the possible ways of encouraging great number of students to enroll hare. Due to some uncertainties, like fortuitous event, the school was prone to flood when continuous flow of water and came in the town or when the province has experienced typhoon for some instances. The college has been experiencing difficulties in accommodating great number of students because the school lacks rooms, certain facilities and technologies for the students to be at ease and comfortable in studying.

c. Internal Factor Evaluation (IFE) Matrix

Based on the given internal environment analysis with regards to strengths and weaknesses, the college has significantly above average of 2.56 indicating that it has a strong internal position. The school had given much importance of offer an affordable tuition fee for the students to pursue their chosen course because this is the major problem or hindrance of every individual of net continuing their studies and mostly prefer to seek for a job or stay in their homes. The accessibility of location has been one of the reasons why the school and college strong internally. It is important for the school to have this strong point to gather great number of students and also for the students to be at ease in arriving to school going home. The students benefit more in this factor because they only had lower cost of transportation expense compared to other schools. Competent professors lead to strong internal position of the organization. The college had this strong point that may lead to gain more enrollees and be able to maintain or improve great number of students. Students are assessed and evaluated as to what extent of knowledge and skills, they had gained as days goes by through qualifying examinations and joining quiz bowl competitions. For this reason, students were trained and gained more experiences in preparing for their future.

IV. Industry Analysis

A. Porter’s Five Forces Model

High

Low High High

High

High Rivalry among Competing Firms. For most industries, firms, organizations and institutions like DYCI, the intensity of competition is the most important factor which determines market attractiveness.

Here in Bulacan, there had been a growing number of competitor schools, namely ABE, Baliuag University(BU), Centro Escolar University(CEU), College of Mary Immaculate(CMI), College of St. Laurence(CSL), Colegio de San Pascual Baylon, Fernandez College of Arts and Technology, Meycauayan College(MC), St. Mary’s College of Meycauayan(SMCM), Polytechnic University of the Philippines(PUP) and University of Regina Carmeli(URC), which offers the same or higher quality programs connected with its College of Accountancy. Most of this schools have advantage with regards to its technology, facilities, competent professors and especially its number of board passers. These factors affects the decision of individuals in their choice of school and course. These factors also intensifies competition, since with a wide variety of good choices, the customer can easily go from one school to another.

Added with this mentioned schools, are schools outside Bulacan, which can be considered as nicher, challenger, and mostly leaders. Including the Big four universities:

Potential Development of Substitute Products

Rivalry among Competing Firms

Bargaining Power of Consumers

Potential Entry of New Competitors

Bargaining Power of Suppliers

University of the Philippines, University of Sto. Tomas, Ateneo de Manila and dela Salle University.

High Potential Entry of New Competitors. According to Porter, an industry is attractive for a player if its entry barriers are high deterring the entrance of new competitor.

Our group rate DYCI College of Accountancy as an industry or institution having high potential entry of new competitors, since it has low entry barriers. With this regards, it has so happens, since the resources needed to establish an institution offering college of Accountancy, can be easily obtained, including competent professors, review materials, classrooms and facilities, given a large financial resources.

In terms of accreditations and regulations mainly related to the opening of the College of Accountancy, it can also be followed given enough financial resources and legal requirements.

Not enough strategy of our college is also one of the reasons why other can easily enter the field. In this regards, the college find ways to identify its potential competitors or rivals, and develop strategies to overcome them.

High Potential Development of Substitute Products. According to porter, the threat of substitute products and/or services can adversely affect the demand for a firm product. Substitutes are products or services which may be alternatively chosen by customers to satisfy their needs.

This factor is high since there was wide variety of courses, other than offered in the school as well as other schools. With this given alternatives, customers can decide what is the best one that can satisfy their needs.

Another substitute is the presence of vocational schools, offering short term courses, which is in demand nowadays because of the financial problems of society and the need to get a job and work immediately.

High Bargaining Power of Consumers. This is high, since consumers can exercise power in setting the price or tuition of the institution. With the existence of alternative or substitute courses or products, consumers which in this case, students are more capable on switching to other alternatives at the time they had feel, they not

anymore satisfied with their first choice. In this regard, to avoid these circumstances, our college must ensure that they satisfy every student’s needs.

Low Bargaining Power of Suppliers. This pertains to the ability of a company’s suppliers to exercise power in setting their prices to the company. The group assessment is low, since what we pertains here as suppliers are the professors under the college of Accountancy. There is high supply of professors, so there is no such considerable bargaining power of supplier. There will minimal or no effect, for example on their petition for increase salaries, since the school will not be threatened because of such available quantity of professors.

B. Competitive Profile Matrix

FACTORS WEIGHT DYCI WEIGHT MC WEIGHT SMCM WEIGHTnumber of students 0.1 3 0.3 4 0.4 2 0.2facilities 0.08 2 0.16 2 0.16 4 0.32competent professors 0.1 4 0.4 4 0.4 3 0.3financial stability 0.2 2 0.4 3 0.6 3 0.6accreditation 0.1 3 0.3 3 0.3 3 0.3management programs 0.05 2 0.1 3 0.15 3 0.15promotional strategies 0.07 2 0.14 2 0.14 3 0.21appropriate location 0.07 3 0.21 3 0.21 3 0.21board passers 0.1 1 0.1 4 0.4 3 0.3technologies 0.03 2 0.06 3 0.09 3 0.09affordable tuition fee 0.1 4 0.4 3 0.3 3 0.3TOTAL 1   2.57   3.15   2.98

Based on the result of the CPM, it shows that the market leader, in terms of operation and management of College of Accountancy, is the Meycauayan College(MC) and the market challengers are Dr. Yanga’s Colleges, Inc.(DYCI) and St. Mary’s College of Meycauayan(SMCM).

MC, being the market leader, has the highest number of BSA students which is 184 compared to DYCI and SMCM with 155 and 47, respectively. It has competent CPA and MBA professors, and lawyers that tends to be the reason why they had Board Passers every year. SMCM lacks in the number of BSA students and competent CPA professors that is why MC became the market leader, but there are some factors wherein SMA is ahead from the two such

as having more conducive facilities and more intense promotional strategies. DYCI, having the lowest rate among the three, has weaknesses to overcome, such as having no board passers yet, having poor promotional strategies and management programs, and lack ness of facilities and learning materials. At one factor, DYCI is ahead from its competitors because it has the most affordable tuition fee.

To overcome its weaknesses, DYCI must focus on its achievements especially in having Board Passers. BSA students must be motivated to focus on their studies. Promotional strategies must be given attention for the school and college to be known. College facilities, especially rooms and comfort rooms must be improved.

C. Comparative SWOT Analysis

Strengths Dr. Yanga’s Colleges, Inc.

(DYCI)

Meycauyan College(MC)

St. Mary’s College of Meycauyan (SMCM)

1. Professors are competent

1. Professors are competent.

1. Have sufficient facilities and technologies.

2. Offers affordable tuition fee

2. Faculties and students have unity.

2. Have enough learning and review materials.

3. Active participation of JPIA organization- DYCI chapter

3. Active participation of JPIA organization- MC Chapter

3. Active participation of JPIA organization- SMCM Chapter

4. Qualifying examinations are provided for assessment

4. Have sufficient teaching strategies.

4. Have sufficient teaching strategies

5.CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA)

5. CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA)

5. CHED accredited, including Bulacan Federation of Junior Philippine Institute in Accountancy (BFJPIA) and National Federation of Junior Philippine Institute of Accountants (NFJPIA)

6. Accessibility of location

6. With full time professors.

Weaknesses Dr. Yanga’s Colleges, Inc. (DYCI)

Meycauyan College(MC)

St. Mary’s College of Meycauyan (SMCM)

1. Lacks learning and review materials

1. Lacks learning and review materials

1. Almost all of the professors are part-timers

2. Lacks rooms, certain facilities and technologies

2. Lacks rooms, certain facilities and technologies

2. Almost 2-3 professors are CPAs.

3. No full time professors

3. Insufficient promotional strategies

3. Insufficient promotional strategies

4. Poor support from higher management

4. Strict compliance of the school policies

5. Insufficient promotional strategies

5. Offers high rate of tuition fee

6. The location is prone to fortuitous event

Opportunities Dr. Yanga’s Colleges, Inc. (DYCI)

Meycauyan College(MC)

St. Mary’s College of Meycauyan (SMCM)

1. Existence of a number of graduates from nearby public schools.

1. Existence of a number of graduates from nearby public and private schools

1. Existence of a number of graduates from nearby public and private schools

2. Increasing number of DYCI high school graduates.

2. Increasing number of MC high school graduates

2. Increasing number of SMCM high school graduates

3. Parents influence with regards to the choice of school and the course to be taken up.

3. Increasing number of board passers

3. Increasing number of board passers

4. Presence of high school graduates from nearby provinces as

4. Presence of high school graduates from nearby provinces as

4. Presence of high school graduates from nearby provinces as

potential market potential market potential market5. The course has high demand rate and employability

5. The course has high demand rate and employability

5. The course has high demand rate and employability

Threats Dr. Yanga’s Colleges, Inc. (DYCI)

Meycauyan College(MC)

St. Mary’s College of Meycauyan (SMCM)

1. Growing number of competitors

1. Growing number of competitors

1. Growing number of competitors

2. not pursuance of course due to financial problems

2. not pursuance of course due to financial problems

2. not pursuance of course due to financial problems

3. No board passers yet, unlike other competition schools

3. Wide array of choices for tertiary offered at DYCI and other academic institutions.

3. Wide array of choices for tertiary offered at DYCI and other academic institutions.

4. Preference of individuals/ students to enroll at universities and other school5. Wide array of choices for tertiary offered at DYCI and other academic institutions.

V. Comparative Marketing Mix Analysis

8 P's DYCI MC SMCM 1. Product BS in Accountancy BS in Accountancy BS in Accountancy

2. Pricingtuition fee per unit P 322.10 P 482.00 P 437.58miscellaneous fee 1,131.31 2,869.00 70.00other fees 1,230.98 - 1,564.00Payment period:

-Upon enrollment 50% of total fees Min. of P 2,500.00 30% of total fees -Balance payable in 4 equal payable in 4 equal payable in 4 equal

monthly payments monthly payments payments before the major examination

3. Promotionschool-to-school career orientation

school-to-school career orientation

school-to-school career orientation

 

inter-school career orientation

inter-school career orientation

inter-school career orientation

  word of mouth word of mouth word of mouth  tarpaulin tarpaulin  brochure brochure  leaflets

4. Placealong the national high way

along the national high way

along the national high way

near from the public schools in Bocaue

near from the Meycauayan central market

near from the Meycauayan central market

low area: prone to flood during heavy rains

low area: prone to flood during heavy rains

low area: prone to flood during heavy rains

peaceful ambiance

5. Peoplecompetent professors competent

professorscompetent professors

 

there are 6 CPA professors

there are 5 CPA professors

there are 2 CPA professors

  having 2 lawyers having 2 lawyers having 1 lawyer

 

no fulltime faculty having 2 fulltime faculties

having 4 fulltime faculties

 

the dean is not a CPA, but has a doctoral degree

the dean is a CPA the dean is a nun

6. ProcessThe course is taken in 5 years, including the CPA board exam review at ReSA on the 5th year

The course is taken in 4 years only. CPA board exam review is provided by the school, but it depends to the student whether to enroll.

The course is taken in 4 years, but offers summer classes. Review is provided by the school, but it depends to the student whether to enroll.

 

having qualifying examination

having qualifying examination

having qualifying examination

  Sometimes, due to Assures that the Sometimes, due to

holidays and suspension of classes, the syllabus cannot be finished.

syllabus have finished.

holidays and suspension of classes, the syllabus cannot be finished.

7. Physical Evidence

logo of the school and college of accountancy

logo of the school and college of accountancy

logo of the school and college of accountancy

distinct colors of the campus are light blue and yellow

distinct colors of the campus are white and cream

distinct colors of the campus are light pink and white

color of the uniform is lavender with gray

color of the uniform is black with white

color of the uniform is blue with white

8. Personalization

"more than a school, a family"

"..excellence" "we mean business"

"CPAs are not born, they are made"

Compared to the BS Accountancy offered by other schools, MC and SMCM specifically, BSA at DYCI has weaknesses to be given attention for the college and school to succeed. Its major weaknesses are having no fulltime faculties, and its poor promotional strategies. The college must perform intense promotions, not only in Bulacan, but also to other nearby provinces and cities. The college must also make some moves in attaining fulltime professors. The school may provide some benefits or higher salaries, if possible.

On the other hand, BSA at DYCI have strengths are having more competent CPA professors and more affordable tuition fee. Even though these strengths are present, the college must maintain and improve these more to achieve its goals and objectives.

VI. Target Market

A. Primary Target Market

Our potential target market captures growing number of high school graduates from public and private schools within Bulacan and nearby provinces and can be able to pursue their studies in college. We focused on middle to upper classes of society because DYCI is a private institution. The school can provide privileges for students from public schools like giving discounts and other percentage rates, or scholarship as being a student assistant. Through

sufficient promotional strategies, we can capture the existence of different schools in nearby provinces and included them as our potential target market. We also included those individuals having their first choice course and are willing to take up another course. Every individual should be diligent, competent, determined and ready to face the challenges waiting in the Accountancy program because this particular course was different and more difficult compared to other courses.

B. Secondary Target Market

Male and female individuals within Bulacan and nearby cities from all classes of society, who are willing to continue BS in Accountancy Program, those who have no definite plan for a course yet, those who want to have another degree and those shifters or transferees.

Our secondary target market captures the growing number of students and existence of different schools in Bulacan and nearby cities from all classes of society. We cover those individuals who are willing to continue BS in Accountancy Program as our second option because students may prefer to take up a course which is in demand in the society. Through sufficient promotional strategies, we can encourage those individuals who have no definite course yet and those who want to have another degree by providing them sufficient information and orientation about the course.

.

VIII. Marketing Strategies, Action Plan and Controls

A. Marketing Strategies and tactics

The College of Accountancy (COA) may expand the total market through market penetration, by advertising the college programs in remote areas in Bulacan, even in other provinces if possible, for the school and college to be familiar and known by their community people. It can be also achieved if the colleges apply for the CHED permit to establish new courses related to accounting, such as BS in Commerce major in Accounting and/or BS in Internal Auditing. The college may implement the computerized application of financial statement and work sheet preparation instead of manual.

The college must also defend and expand its market share through product development by continuously participating in indoor and outdoor activities such as sending well-prepared representatives to complete in PICPA quiz bowls and national conventions for the college can be ways also to defend and expand its market share. Other means can be maintaining of the low but just tuition fees and scholarships offered.

B. Action Plan and Controls

Area of Concern

Strategy Specific Activities/

Tactics

Resources needed

Time frame

Accountable person

Evaluation and Control tools

Contingency plan/Alternative course of Action

Facilities Product development

Turn an unused room to a useful classroom, convenient for learning

Improvement of comfort rooms and fixation of damages (flush, doors, paints, etc.)

Buy equipment/ facilities to improve technology

BudgetUnused room/spaceAir-condition unitTablesChairsCementsCarpenters/Experts

BudgetUtility/repair man/servicePaintsCleaning equipment/ materialsNew equipment (bowl, flush, etc.)

BudgetComputersExperts (professors)System

March 22 to April 30

March 22 to April 15

March 15 to May 30

- Head of research and development- Support services personnel

- Support services personnel

- Purchasing officer- Human Resource Dev’t.- Implementer of information

New convenient classrooms

- Improved comfort rooms

- Acquire new knowledge/ technology

Improve existing classroom to provide more accommodations

- develop new comfort rooms

- Attain old equipments but hired competent persons for the implementa-tion of new technology

Student Affairs

Product Development

- Develop an open commu-

Place for seminars/

June 7 to August

Dean and faculty

- better - Develop an

nication between students and management

- Provide seminars/ conventions that can develop interactions among students and faculty members

- More recreational activities

- Support of management/ faculties on the engagement of its students (academic/ non academic)

- Meetings of student officers with the dean or faculty members

conventionsSpeakersTime and place of consultation

15 membersOfficers of the college

understand-ing and relationship among the students especially with the management

organization of individual that may be consul-ted regarding the problems of students

Academics Product development

- Increase number of review materials/ books in the library

- Encourage students to spend vacant time in the library, reading books of greater help

- Ensure capability and competence of professors

- Program for

- Budget- Books/ review materials- Evaluation/ credential of professors

April 1 to July 30

August onwards for conti-nuous improve-ment

- Human Resource and Develop-ment-Dean/ faculty head- Professors

- New books/ review materials were obtained- Compe-tent professors- Prepared participants for interschool activities

- Use of practice set in each major accounting subjects- Qualifying exams

review in preparation of quiz bees, interschool activities, etc.

Marketing Market Penetration

- Increase promotion on areas, not normally covered before, within the present market

- Increase the pride of the college through achievements to increase promotion through word of mouth

- Budget- Materials for promotion- Speakers, LCD, Laptop, etc.- Spoke person- Brochures, leaflets, etc.

March 1 to May 30

- Research and development- Program head- Experts on design- Knowledgeable person about the college (spoke person)

- Increase in market share in the present market

- Tend to increase total market share, through promotion outside the present market.

Product development

- lower pricing or tuition fee, if possible without sacrificing the quality

- Marketing experts- Projections

March 1 to April 15

-Marketing head- Finance director

- New positioning statement“DYCI-BS Accountan-cy”

- Improved tuition fee suitable for the students

More Aggressive promotion