Senior High School

Business Enterprise Simulation

Quarter 3 - Module 6:
Marketing Plan

Writer:
ELSA A. LAQUINDANUM
Master Teacher-I San Isidro HS
Bacolor South
Editors:
JANE P. VALENCIA, EdD – Math/ABM Supervisor
CHAIRMAN
SHEILA MARIE ANN M. GALURA – Teacher II
SHARINETTE R. CORONEL – Teacher II
 What I Need to Know

This module was designed and written with you in mind. It is here to help you
master the crafting of Enterprise Business Plan. The scope of this module permits it to
be used in many different learning situations. The language used recognizes the diverse
vocabulary level of students. The lessons are arranged to follow the standard sequence
of the course. But the order in which you read them can be changed to correspond with
the textbook you are now using.
This module titled “Marketing Plan” is composed of one lesson with sub-topics, namely:
• Lesson 1 – Marketing Plan
o Market Analysis
o Target Market Description
o Product or Service Description
o Pricing Strategies
o Place Strategies
o Promotion Strategies
o Projected Sales Volume and Value
After going through this module, you are expected to:
• prepare a marketing plan that will describe the product offering,
• prepare a marketing plan that will describe the value it brings to the consumer
• prepare a marketing plan that will describe the subsequent tactical plan on how
to reach consumers (7Ps)
• and prepare a marketing plan that will conclude with a sales forecast;

What I
Know

Multiple Choice. Encircle the letter of the correct answer.

1. The product, place, promotion and price strategies are in this section of the
Enterprise Business Plan
A. Enterprise study
B. Financial study
C. Management study
D. Marketing study
2. It refers to the quantitative and qualitative assessment of a market.
A. Enterprise analysis
B. Financial analysis
C. Management analysis
D. Market analysis
3. A is the specific group of people you want to reach with your
marketing message. They are the people who are most likely to buy your
products or services.
A. Marketplace
B. Target market
C. Consumers
D. Suppliers
4. The purpose of a is to supply customers with important information
about the features and benefits of the product so they’re compelled to buy.
A. Target market description
B. Place description
C. Product description
D. Process description
5. It refers to method companies use to price their products or services, such as
penetration pricing, price skimming, discount pricing, product life cycle pricing
and even competitive pricing.
A. Pricing Strategy
B. Place strategy
C. Promotion strategy
D. People strategy
6. When the marketplace has a need, people want a product or
service that provides rational benefits.
A. Physical C. Emotional
B. Physiological D. Functional
7. The marketing plan shows such as graphic
illustrations, pictures or testimonials for the product and service descriptions
and promotional packages are prepared and/or discussed
A. Enterprise activities C. Management activities
B. Financial activities D. Marketing activities
8. A target market is the specific group of people you want to reach with your
. They are the people who are most likely to buy your
products or services.
A. Market place
B. Marketing message
C. Market consumers
D. Market suppliers
9. The of a product description is to supply customers with important
information about the features and benefits of the product so they’re compelled
to buy.
A. Target
B. Plan
C. Purpose
D. Importance
10.Pricing strategy refers to companies use to price their products or
services, such as penetration pricing, price skimming, discount pricing, product
life cycle pricing and even competitive pricing.
A. Method
B. Plan
C. Tactics
D. Process
11. Traditional advertising: Any paid form of nonpersonal promotion by an identified
sponsor that is delivered through traditional media channels.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
12. Personal selling: A face-to-face presentation to a prospective buyer.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
13. Public relations: Can include lobbying, publicity, special events, internal
publications, and media such as a company’s internal television channel.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
14. Social media: The use of social media platforms such as Facebook, Twitter, Pinterest,
Instagram, and various blogs to generate “buzz” about a product or company.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
15. E-commerce: The use of a company’s website to generate sales through online
ordering, information, interactive components such as games, and other elements of
the website.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising

Hooray! You have completed

the Pre-Assessment Test. Now,
let us get ready for the activities
as we review your previous
lessons.
Lesson
Marketing Plan
1
As you proceed to this module, you will understand the fourth section of an
enterprise business plan. Do you see yourself marketing your own dream business? If
given such opportunity to do so, how are you going to accomplish it?
"The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself" (Peter Drucker, credited as founding modern
management). Marketing study details the implementation activities for the marketing
objectives of the enterprise groups. The marketing plan is a document that details the
specific types of marketing activities a company conducts and contains timetables for
rolling out various marketing initiatives.

Let us recall and freshen up your

memory by identifying the 3
What’s In forms of business organization.
Grab a pen and let’s begin!

Let us recall back and freshen up your head by giving the three form of
business organizations based on our previous lesson.

Corporation

5
 Notes to the Teacher
The teacher must consider the prerequisite skills needed in the
development of this competency including the schema or background knowledge
which may reinforce learning. This module will help the learners bridge the gap
of learning to attain mastery of the lesson in its spiral progression.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learner’s progress while allowing them to manage
their own learning. Furthermore, you are expected encourage and assist the learners as
they do the tasks included in the module.

Have you ever wondered what

a planner does? Let’s try to
elevate your planning skills by

What’s New filling out the table below. Grab

a pen and let’s begin!

RAISE YOUR MARKETING SKILLS

If you are going to market your own business, you have to employ various
marketing mix or strategies. Let’s try to identify the 7 Ps of Marketing Mix by placing
each mix on the circle below.

Physical
Evidence

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 What is It

Being an owner of a business, you must possess knowledge of the 7Ps of marketing
mix, to help you understand what surrounds your business. Market Segmentation is the
process of dividing a target market into smaller, more defined categories. It segments
customers and audiences into groups that share similar characteristics such as
demographics, interests, needs, or location

Market Needs is a marketing concept that relates to the functional or emotional

needs or desires of a target market.

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Service Business Analysis

Competition and Buying Patterns

• A competitive analysis establish what makes your product or service unique--and
therefore what attributes you play up in order to attract your target market.

8
Target Market Definition
A target market is the specific group of people you want to reach with your marketing
message, the people who are most likely to buy your products or services, and they are
united by some common characteristics.
Product Description

What is Pricing Strategy?

Pricing strategy refers to method companies use to price their products or services.
Companies base the price of their products and services on production, labor and
advertising expenses plus add on a certain percentage to make profit.

Cost-
oriented

Pricing
Strategies

Competition
Target-profit
based

9
 Place strategy or distribution strategy sketches how and where a company will place
its products/services in an attempt to gain market share and consumer purchases.

direct

distribution
types to
expand
location-
based client

hybrid indirect

Promotion is an attempt by marketers to inform, persuade, or remind consumers and

Back to Back users to influence their opinion or elicit a response.

ELEMENTS OF THE PROMOTIONAL MIX

traditional
advertising

e- personal
commerce selling

elements of
promotional
mix

social sales
media promotion

public
relations

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PROJECTED SALES VOLUME & VALUE
Projected Daily Projected Monthly
Types of Product/s Costing Volume Revenue Volume Revenue
Daily Monthly
(C x PVD) (PVD x (DR x 30)
30)

ID Lace C- 50.00 5 C- 250.00 150 C- 7,500.00

M- 50.00 SP- 500.00 SP- 15,000.00
SP- 100.00

Pins C- 20.00 5 C- 100.00 150 C- 3,000.00

M- 30.00 SP- 250.00 SP- 7,500.00
SP- 50.00

Posters C- 30.00 5 C- 150.00 150 C- 4,500.00

M- 40.00 SP- 350.00 SP- 10,500.00
SP- 70.00

Stickers C- 20.00 5 C- 100.00 150 C- 3,000.00

M- 20.00 SP- 200.00 SP- 6,000.00
SP- 40.00

Total 20 C- 600.00 600 C- 18,000.00

SP- SP- 39,000.00
1300.00

Hey buddy! More activities

are waiting for you. It’s okay
What’s More to take a break, but only for
a while. Then go back to
learning. Ready?

Analyze carefully those ideas that can be interchange with your own ideas of the dream
business venture you have in mind by filling the blanks. Copy the activities below in
your paper and fill out the blanks with necessary data from your business.
MARKETING STUDY

Independent Activity 1: Crafting the Market Analysis and Market Segmentation

Market Analysis

트와이스시대’s Korean-Pop Collectibles Shopaholic’s focus is on meeting the demand of

a regular youth girl’s resident customer base, as well as a significant level of friends
and relatives from nearby communities.

Market Segmentation
focuses on the income
markets. These market segments consume ranging from
, , .

11
Independent Activity 2: Crafting the Main and Additional Markets and Strategy
Used
Local Residents
wants a
customer base. This will launch a , revenue base to
of the business.
Friends and Relatives from Nearby Communities
and from comprises
approximately of the revenues. and
and are to this segment of the market.
Target Market Segment Strategy
The target market for is a
of . and customer
service at a is key to the
of this target market.

Independent Activity 3: Crafting the Market Needs, Service Business Analysis

and Competition/Buying Patterns
Market Needs
Because has a at its ,
especially who are into are
always buying . In order who are within
where the store is located, the owner would like to .
Much of the day's activity occurs in the , with a relatively steady
flow for the remainder of the day until .
Service Business Analysis
The in the locality has recently .
support to ,
are booming which paves the way for
the owner to start the business venture.
Despite low competition in the immediate area, will
position itself as a customers can in a
relaxing environment.

Competition and Buying Patterns

Competition in the local area is somewhat and does not
the level of as
. customers are
looking for in a . They desire a
, in buying .
Leading purchase supplies to , making
their prices than .

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Independent Activity 4: Crafting of the Target Market Description and
Product/Service Description
Target Market Description
• Target 1.
Describe.
Place picture here

• Target 2.
Describe.
Place picture here

• Target 3.
Describe. Place picture here

Product or Service Description

Describe
Product 1

Place picture here

Product 2
Place picture here

Product 3
Place picture here

Product 4
Place picture here

Independent Activity 5: Crafting of the Pricing Strategies and Place Strategies

Pricing Strategies (choose what did you employ)
• Cost-oriented pricing – where a cost serves as a basis for pricing products
o Cost-plus pricing – where a specified amount is added to the unit cost
o Standard markup pricing – where a specific percentage is added to the unit
cost
will charge for the . The
pricing is based on the plus percentage mark-

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up to cover up and . A mark-up of of the cost will
suffice for the .
Target profit pricing – where the desired profit is added to the unit cost
• Competition-based pricing – pricing strategy that utilizes prices of competitors, the
index for which same, higher or lower price is determined by the entrepreneur
Location or Place Strategies (choose what did you employ)
• Direct distribution – through house to house or stall setups
Korean Pop Collectibles Shopaholic store will be located
.

Place picture here

• Indirect distribution – through agents or intermediaries

• Hybrid distribution – a combination of the direct and indirect approaches

Independent Activity 6: Crafting of the Promotion Strategies

Promotions (choose what did you use)
• Advertising/Facebook Posts.
The entrepreneurs will be calling or texting target markets to share information
about the store. The owners through their Facebook account will be posting and sharing
information about their product offerings. This will be use to share to the customers their
different branches locations and openings.
• Public Relations
The business venture shall where it is located by
joining in , paying and help when
the need arises
• Personal Selling
The entrepreneurs will conduct to offer as well
as of their store.
• Sales Promotions
The owners will be offering from . This will be
to capture the valued customer.
The entrepreneurs will be using , , and
to present their with particular ,
and to their valued customers.
The year-round will surely be a with their target
customers. This will be the offered by all year round.
This is to attract to buy a especially to
as well as to who are the regular customers.

14
 • Direct Marketing
The business owner, staffs, consultants and advisers shall share the business
venture (word of mouth) to anyone who passes by within the community.

Independent Activity 7: Projected Sales Volume and Value

Projected Daily Projected Monthly
Types of Costing Volume Revenue Volume Revenue
Product/s Daily Monthly
(C x PVD) (PVD x 30) (DR x 30)
ID Lace C- 50.00 5 C- 250.00 150 C- 7,500.00
M- 50.00 SP- 500.00 SP- 15,000.00
SP- 100.00

Let us now check what you

have learned from this module
What I by answering the questions
below. Are you ready? Grab a
Have Learned pen and let’s begin!

1. What is a marketing study and a marketing plan?

.
2. Who are considered target markets?

.
3. What is a product description?

.
4. What are the 7Ps of Marketing mix?

.
5. What is volume forecasting?

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 Think of what all of these
What I Can Do concepts can do to your
life. How would they help
you?

With all the many information you have learned and acquired in this module, let us
make an evaluation on how important the lesson will be for your future. Answer
concisely what is being asked.
1. Why do you think you need to have known by heart the 7Ps of Marketing Mix?
And how these will help you in your business?

2. Considering your answer to number one, how will you apply these in your dream
venture in the future?

Assessment

Multiple Choice. Encircle the letter of the correct answer.

1. The product, place, promotion and price strategies are in this section of the
Enterprise Business Plan
A. Enterprise study C. Management study
B. Financial study D. Marketing study
2. It refers to the quantitative and qualitative assessment of a market.
A. Enterprise analysis
B. Financial analysis
C. Management analysis
D. Market analysis
16
3. A is the specific group of people you want to reach with your
marketing message. They are the people who are most likely to buy your products or
services.
A. Marketplace
B. Target market
C. Consumers
D. Suppliers
4. The purpose of a is to supply customers with important information
about the features and benefits of the product so they’re compelled to buy.
A. Target market description
B. Place description
C. Product description
D. Process description
5. It refers to method companies use to price their products or services, such as
penetration pricing, price skimming, discount pricing, product life cycle pricing and
even competitive pricing.
A. Pricing Strategy
B. Place strategy
C. Promotion strategy
D. People strategy
6. When the marketplace has a need, people want a product or
service that provides rational benefits.
A. Physical C. Emotional
B. Physiological D. Functional
7. The marketing plan shows such as graphic illustrations,
pictures or testimonials for the product and service descriptions and promotional
packages are prepared and/or discussed
A. Enterprise activities
B. Financial activities
C. Management activities
D. Marketing activities
8. A target market is the specific group of people you want to reach with your
. They are the people who are most likely to buy.
A. Market place
B. Marketing message
C. Market consumers
D. Market suppliers
9. The of a product description is to supply customers with vital
information about the features & benefits of the product for them to buy.
A. Target
B. Plan
C. Purpose
D. Importance

17
10. Pricing strategy refers to companies use to price their products or
services, such as penetration pricing, price skimming, discount pricing, product life
cycle pricing and even competitive pricing.
A. Method
B. Plan
C. Tactics
D. Process
11. Traditional advertising: Any paid form of nonpersonal promotion by an identified
sponsor that is delivered through traditional media channels.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
12. Personal selling: A face-to-face presentation to a prospective buyer.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
13. Public relations: Can include lobbying, publicity, special events, internal
publications, and media such as a company’s internal television channel.
A. E-commerce
B. Personal selling
C. Public Relations
D. Traditional Advertising
14. Social media: The use of social media platforms such as Facebook, Twitter, Pinterest,
Instagram, and various blogs to generate “buzz” about a product or company.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising
15. E-commerce: The use of a company’s website to generate sales through online
ordering, information, interactive components such as games, and other elements of
the website.
A. E-commerce
B. Social Media
C. Public Relations
D. Traditional Advertising

18
 Additional Oh! There’s another
activity left! Come on!
Activities Let’s finish it! Grab your
pen and let’s begin!

Kindly fill out on the comments/status section of the table the status of your enterprise
business plan
ENTERPRISE BUSINESS PLAN: MARKETING PLAN

Indicator Researching
on how to
Preparing
on how to
First draft
formulation
Editing of
the first
Final draft
already
formulate it craft it draft

Market Analysis

Market Segmentation ✓
• Demographics
• Psychographics
• Behavioral
• Geographic

Market Needs:
• Functional
• Emotional

Service Business
Analysis:
• Scope of Work
• Activities and
tasks
• Agreement of
Tasks
• Resources
Available
Competition and Buying
Patterns
References
Bhasin, H. (2019). What is Buying Pattern Analysis? Steps of Buying Pattern Analysis. Marketing
91. Retrieved from: https://www.marketing91.com/buying-pattern-analysis/
BC Campus. (n.d.). Promotion Strategy. Retrieved from:
https://opentextbc.ca/businessopenstax/chapter/promotion-strategy/
Duistermaat, H. (2019). 9 ways to write product descriptions that inform and persuade your
customers. Shopify Blog. Retrieved from: https://www.shopify.com.ph/blog/8211159-9-
simple-ways-to-write-product-descriptions-that-sell
Garalde-Orjalo, V., & Pefianco, E. C. (2017). Business Enterprise Simulation: Business Incubation
and ABM Integration (1st edition.). The Phoenix Publishing House Inc.
Macharia, M. (2013). Forecasting. Slideshare. Retrieved from:
https://www.slideshare.net/Murmac60/forecasting-29201421
Newberry, C. (2018). How to define your target market: a guide to audience research. Hootsuite.
Retrieved from: https://blog.hootsuite.com/target-market/
Study.com. (n.d.). Place strategy in marketing: examples & definition. Retrieved from:
https://study.com/academy/lesson/place-strategy-in-marketing-examples-definition-
quiz.html
Suttle, R. (2019). Definition of pricing strategy. Chron. Retrieved from:
https://smallbusiness.chron.com/definition-pricing-strategy-4686.html
The Business Plan Shop. (n.d.) How to do a market analysis for a business plan. Retrieved from:
https://www.thebusinessplanshop.com/blog/en/entry/market_analysis_for_business_
plan
Yesbeck, J. (2019).4 types of market segmentation with examples. Alexa Blog. Retrieved from:
https://blog.alexa.com/types-of-market-segmentation/

Development Team of the Module

Writer: ELSA A. LAQUINDANUM – MT-I San Isidro HS, Bacolor South

Editor: JANE P. VALENCIA, EdD – EPS – Mathematics
Reviewer: JANE P. VALENCIA, EdD – EPS – Mathematics
SHEILA MARIE ANN M. GALURA – T-II San Isidro HS, Bacolor South
SHARINETTE R. CORONEL – T-II FNAS, Florida Blanca
Illustrator: ELSA A. LAQUINDANUM – MT-I San Isidro HS, Bacolor South
Layout Artist: ELSA A. LAQUINDANUM – MT-I San Isidro HS, Bacolor South
SHEILA MARIE ANN M. GALURA – T-II San Isidro HS, Bacolor South
SHARINETTE R. CORONEL – T-II FNAS, Florida Blanca
Language Reviewer:

Management Team

ZENIA G. MOSTOLES, EdD, CESO V, Schools Division Superintendent

LEONARDO C. CANLAS, EdD, CESE. Asst. Schools Division Superintendent
ROWENA T. QUIAMBAO, CESE, Asst. Schools Division Superintendent
CELIA R. LACNALALE, PhD, CID Chief
JANE P. VALENCIA, EdD, Education Program Supervisor, Mathematics
JUNE E. CUNANAN, Education Program Supervisor/ Language Editor
RUBY M. JIMENEZ, PhD., Education Program Supervisor, LRMDS

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