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Chapter 1

Introduction

The K-12 program in the Philippines was implemented in the year 2012 by the

DepEd (Department of Education). DepEd implemented a K-12 program to enhance

the educational system of the country. It is made to further improve the skills of the

students in different aspects.

In Senior High School there are different strands like STEM (Science, Technology,

Engineering, and Mathematics), ABM (Accountancy Business and Management), and

others. Every strand has a different specialization and coverage. They have the same

subject and also a specialized subject in every strand. Entrepreneurship subject is a

subject that focuses on business, plans, and marketing strategies.

A marketing strategy is a long-term plan for attaining a company's objectives by

identifying and maintaining a distinct competitive advantage and comprehending the

demands of customers. Every business owner has an unique concept for reaching the

market with their goods. It is crucial to have a marketing strategy in place so that

clients are aware of the goods or services they offer, since this will enable them to

assist them in making purchasing decisions.

Marketing strategies will help you stay in sync with your customer base, develop the

right products for them, and determine how you communicate information about

those products. Without a defined strategy you won't know who your customers are,

you won't develop the right products, and you'll waste money promoting them.  

Marketing strategies, student satisfaction, and student loyalty have become very

important strategic themes in higher education.But nevertheless, there isn't much

study done on these subjects in a school setting. It will be crucial to do research on

these three variables to

determine whether specific marketing tactics will increase student satisfaction and

loyalty.

Businesses have different marketing strategies that they use to be more efficient in

operations. Studying different marketing strategies is

important for those people who are interested in making a business. The marketing

strategy may help them understand the situations and needs of a business and its

customers.

Implementing a marketing strategy for your business is important because it

empowers marketers to gain knowledge of target market, demand, and competitive

differentiation that make investments in product development profitable. It also

provide your company with an edge over its competition with knowledge of what

influences purchase decisions that can optimize product positioning. And lastly, it

will help to provide your company with an edge over its competition with knowledge

of what influences purchase decisions that can optimize product positioning. (Kagan,

2022)
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Background of the Study

This ABM strand will unmask the different theories, perceptions, and concepts in

business, accountancy, marketing, advertising, and entrepreneurship to prepare the

learners for real-life situations and further studies.” 

  In K-12 there are new strand has been born and every strand has a different

specialization. In ABM strand they have a subject where they make a product and to

sell them. They are making it creatively and they are making different strategies to

make their project successfully. The Grade 12- ABM Students in Asia Technological

School of Science and Arts is posting their product through online transaction

because they have a social media page to promote their product and to attract the

buyers. They also promote their product through face to face for better transaction.

They also put up a stall to promote their small business and for better transaction. 

According to Forbes Business Council 2021 its states that starting a business

can be an incredibly exciting and rewarding venture, but it isn't easy. Many small

businesses don't make it past their first few years, so to increase your chances of
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success, you have to be strategic from the very beginning. They are making it

creatively and they are making different strategies to make their business grow. To

attract clients, they promote their products outside their house. Clients also

recommend their products to other people. Some business owners have tag lines in

promoting their products. It says that if you're a small business owner, then you know

that marketing can be tough. It seems like everyone is competing for attention, and

it's hard to stand out from the crowd. Each business owner considers different ways to

set themselves apart from other business owners. 

 
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Theoretical Framework 

The Marketing Mix Theory 

  This study will utilize The Marketing Mix Theory by Professor James Culliton

(1948). The classic marketing mix, as established by Professor of Marketing at

Harvard University, Prof. James Culliton in 1948. The term marketing mix is a

collection of marketing tools that include a variety of topics and may be used to

create an extensive strategy. (Culliton 1948) 

  The theory was expanded by Jerome McCarthy (1960). McCarthy incorporates the 4

P’s in the theory which stand for product, price, placement, and promotion. The first

P is Product  it is the needs of the consumers. The second P is Price it is the amount

that the consumers need to pay for their product, and its pricing will consider

different conditions. The third is placement which refers to the location of the

business so that it will be easy for their target customers to find them.

The last P in 4 P’s is Promotion which is where companies promote or advertise their

product using different tools that catch the attention of their target consumers, create

interest, and create brand loyalty (McCarthy 1960).

The Communications Mix Theory 

  This study will utilize The Communications Mix Theory by Jerome McCarthy

(1998). The communications mix involves all the tools you use to communicate with

your customers or potential customers. The communication mix is made up of five

elements. First is advertising it is where business pays for their message to be

broadcast. The second is direct marketing & digital marketing which refers to the

markets the business use. The third is public relations which converts company

message into tales that appeal to the journalists and its target audiences. The fourth is

personal selling which refers to selling face-to-face. The fifth and last is sales

promotion, sales promotion creates limited time offers or promotions on items or

services through various

online and offline sources in order to enhance short-term sales (McCarthy 1998) 
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FIGURE 1: The Conceptual Framework of the Study

The input, process, and output are all part of the conceptual framework. This

demonstrates the theoretical framework that the researchers employed. The first

frame shows the input, which is the data needed to solve the study's problem, the

second frame shows the process, which involves gathering the data through

interviews, group discussion, and observations, the third frame shows the outcome,

which is the marketing strategies used by grade 12 students at Asia Technological

School of Science and Arts. Lastly, the feedback that serves as the relevant

experiences, strategies, or results of the study.

 
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Conceptual Framework

Below are the paradigms of the conceptual framework serve as the guideline in the

duration of study.

Output
Process
Identified
Data Gathering
different
1.Assessment
strategies that
through Interview
help student to
2. Group
promote their
Discussion
products.
3. Sampling
Identified
Technique

Data Analysis experiences of

Grade 12 students

of Asiatech on

promoting their

product.

FEEDBACK
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Statement of the Problem 

This research intends to provide or comprehend the different strategies that Grade 12
students in Asia Technological School of Science and Arts use to sell and promote
their products. 
 
 

1. What are the different strategies help them to promote their product? 

2. What are the experiences of Grade 12 Students in Asia Technological School of

3. What themes emerge from the testimony from the participant?

 
 
 
 
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Significance of the Study 

  The findings of the study may provide ideas on what is  the most effective marketing

strategies to attract customers with anyone interested to improve their own business.

To the sellers, the results may provide information that may help on understanding

the importance of marketing strategies to a successful business. 

  The Students, this study may provide knowledge towards an a successful business

using the best marketing strategies for promoting their product. The study may also

give an idea for the incoming grade 12 students in their future business to learn what

is the most effective marketing strategies to promote their product. 

  The Teachers, this maybe their source of idea to teach their students some marketing

strategies that is suitable for the students. 

  The Customers, they should be aware of the products or services before they

engaged in that product and that way they will help the customer in their buying

decision. 

 
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  The Small Business Owners, this may be their guide to gain knowledge to learn

what is the best marketing strategies to make a successful business that is timely and

relevant these days. 

  To the other researcher, this study can be their source of idea to another research or

can be a basis for future study that they conduct. 

Scope and Limitation of the Study 

  The study focuses on the marketing strategy used by Grade 12 students in Asia

Technological School of Science and Arts. (S.Y. 2022-2023) 

  This study limits its coverage to the Grade 12 students of Asia Technological School

of Science and Arts, who have an entrepreneurship class. 

  The study will be conducted at Asia Technological School of Science and Arts. The

selection of the respondents is limited to the students who have an entrepreneurship

class in Grade 12. The data will be gathered from the interview. 

 
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  The study will find the different marketing strategy of Grade 12 students in Asia

Technological School of Science and Arts and the most effective. 

Definition of Terms 

BUSINESS- a person’s regular occupation, profession or trade 

BUSINESS PLAN- an essential written document that provides a description and

overview of your company’s future 

CUSTOMERS- individuals and businesses that purchase goods and services 

ENTREPRENEURSHIP- the process of developing, organizing and running a new

business to generate profit 

INVESTMENT- the act of putting money into a business or organization to earn a

profit 

MARKETING- the activity or business of promoting and selling products and

services 
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MARKETING FIRMS- any company that assists a business with

creating ,implementing and sustaining marketing strategies  

PRODUCT- any item or service you sell to serve a customer’s needs or want 

PROFIT- a financial gain 

SALES- a period during which a retailer sells goods at reduced prices 

STRATEGY- a plan of action or policy designed to achieve a major overall aim 

 
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