COLUMBAN COLLEGE-BARRETTO

SENIOR HIGH SCHOOL DEPARTMENT

PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

MARKETING STRATEGIES OF HOTEL OWNERS IN

BARANGAY BARRETTO, OLONGAPO CITY

A Research Paper Presented to the Faculty of Columban College Barretto

Basic Education Department, Olongapo City

In partial Fulfilment of the Requirements for III

By:

Casila, Anjelica
Delos Reyes, Angiele Joy
Fabro, Mariane Joyce
Lopez, Zyron

February 2020

i
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

APPROVAL SHEET

In partial fulfillment of the requirements for the I3 Reserach, this paper entitled

“Marketing Strategies of Hotel Owners in Barangay Barretto” has been prepared and

submitted by Casila, Anjelica, Delos Reyes, Angiele Joy, Fabro, Mariane Joyce,

Lopez, Zyron is highly recommended for oral examination.

Ms. Ma. Nymfa Dela Cruz

Adviser

Approved as partial fulfilment of the requirements for III on Oral Examinations.

Mrs. Christine Mhay A. Torres-Reyman

Panel

Sir. Rj Lansang Mrs. Ma. Nymfa Dela Cruz

Panel Panel

Accepted in partial fulfilment of the requirements for the Practical Research

Ms. Ma. Nymfa Dela Cruz

Practical Research Adviser

February, 2020

ii
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

ACKNOWLEDGMENT

First and foremost, we would like to thank God Almighty for giving us
the strength, knowledge, ability and opportunity to undertake this study and
to persevere and complete it satisfactorily. Without His blessings, this
achievement would not have been possible.

We wish to express our sincere appreciation to our research adviser,

Ms. Maria Nimfa Dela Cruz, who has the substance of a genius, she
convincingly guided and encouraged us to be professional and do the right
thing even when the road got tough. Without her persistent help, the goal of
this project would not have been realized.

It is whole-heartedly appreciated that your great advice Mrs. Cecile

Baldueza for our study proved monumental towards the success of this
study.

We wish to thank all the people whose assistance was a milestone in

the completion of this study, specifically the respondents for their time,
effort and participation in our study.

We wish to express our deepest gratitude to our family who

supported, guide us and for the patient they had given to us and also to their
financial support which has been crucial to our study.

Lastly, we would like to recognize the invaluable assistance of our

academic crew for all the partcipation they have provided during our study.

iii
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

ABSTRACT

As the researchers have observed, Barangay Barretto Hotel businesses

found to have strong competition between each firm. Therefore, this study

“Marketing Strategies of Hotel Owners in Barangay Barretto” aims to

determine and analyze the situation of these hotels when it comes to

marketing. Afar from discovering their strategies, this study aims to be

beneficial to students, teachers, existing and future entrepreneurs regarding

marketing. Through the use of marketing mix, the researchers find it easily

to categorize different marketing strategies implemented by hotel owners in

the areas of Product, Price, Place, and Promotion. The study is conducted to

the sample of five (5) out of fifteen (15) respondents which are sampled

randomly, by doing interviews and distributing survey questionnaires. The

sum of the data gathered found to have similarities, allowing the researchers

to draw conclusions that explains the how and why questions of the study.

Therefore, the researchers concluded that every marketing mix element is

essential to a business success, primarily the price, specifically the

“Competition Pricing”. Place strategy is also essential to every hotel,

specifically; it is about improving their product image through the quality of

the service they provide. However, place strategy is found to be not so

iv
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

essential since none of the hotel owners implemented any of the place

strategy, instead by considering geographic segmentation as the opportunity

for the hotels to make their business grow due to the active people’s

engagement to hotel services, which refers to behavioral segmentation which

ranked as secondly used segment. The findings of this study with regards of

promotion strategy are inseparable with the involvement of technology.

There are multiple promotion strategies implemented by the hotel owners at

once however, the ranking of promotion strategies are aligned to

technology.

Since this study is limited only the area of Barangay Barretto,

Olongapo City, it is recommended for the future researchers to conduct the

same study but with an expanded the population and version of marketing

mix, while involving the employees’ and customers’ perspective on the

importance of marketing mix.

v
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

TABLE OF CONTENTS
Page
TITLE PAGE …………………………………………………….…...i

APPROVAL SHEET ………………………………………………….….…..ii

ACKNOWLEDGEMENT ……………………………….……………….………..iii

ABSTRACT …………………………………………………………iv

TABLE OF CONTENTS …………………………………………………………vi

LISTS OF TABLES …………………………………………………………ix

LISTS OF FIGURES …………………………………………………………x

LISTS OF APPENDICES …………………………………………………………xi

CHAPTER
I. THE PROBLEM AND ITS BACKGROUND
Introduction . . . . .. . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Research Locale……………………………………………………… 3

Objectives …………………………………………………………… 6

Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Significance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Scope and Delimitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . 11
II. THEORETICAL FRAMEWORK
Relevant Theories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Related Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Related Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Hypothesis of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Definition of Variable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
III. RESEARCH METHODOLOGY
Methods and Techniques of the Study . . . . . . . . . . . . . . . . . . . . . . . . . 44

vi
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

Population and Sample of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Research Instruments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Data Processing and Statistical Treatment. . . . . . . . . . . . . . . . . . . . . . 48

Data Gathering Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

IV. PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

How may the profile of the Hotels be described in terms of its: 50

Year of Establishment ……………………………………… 50

Ownership ………………………………………………….. 51

Number of Branches ……………………………………….. 52

Which of the market segments of Barangay Barretto were selected

by the Hotel Owners and how does it affect their marketing strategies? 53
How do the businesses implement their Marketing Strategies with

regards of Marketing Mix? Specifically: 54

Product Strategy……………………………..………………. 54

Price Strategy ……………………………..……………….… 56

Place Strategy ………………………………………………. 59

Promotion Strategy ……………………………………….… 61

Which of the marketing mix element has the most significant

contribution in the success marketing strategies for the hotels in Barangay

Barretto? ………………………………………………………………………….. 65
Which Hotel(s) succeeds and continue to progress as of 2019 in

terms of achieving its business objectives through the use of its marketing

strategies? …………………………………………………………………………. 67

vii
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

V. SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……… . . . . . . . . 68
...
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . 71

BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

CURRICULUM VITAE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

viii
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

LIST OF TABLES

Table Page
1 Year of Establishment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
2 Ownership.. . . . . . . …………………………………………….. 51
3 Number of Branches………………….. . . . . . . . . . . . . . . . . . . . . 52
4 Market Segments …………………… . . . . . . . . . . . . . . . . . . . . . 53

5 Price Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

6 Place Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……….. 59

7 Promotion Strategy………………... . . . . . . . . . . . . . . . . . . . . . . . 61
8 Marketing Mix Element……………. . . . . . . . . . . . . . . . . . . . . . 65

ix
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

LIST OF FIGURES

Figure Page
1 Research Locale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

2 Conceptual Framework. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
40

x
 COLUMBAN COLLEGE-BARRETTO
SENIOR HIGH SCHOOL DEPARTMENT
PAASCU ACCREDITED LEVEL
SCHOOL YEAR 2019-2020

LIST OF APPENDICES

Appendix Page
A Letter to the Dean of the College of Information
and Communications Technology –BulSU . . . . . . . . . . . . . . . . . . 168

B Letter to the Dean of the College of Computing Studies

at DHVTSU. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

C Letter to the Dean of the College of Computer Studies

at TSU. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170

D Letter to the BSIT Student-interns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171

E Letter to the Immediate Supervisor of the
Industry Partners. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174

xi