LEMERY SENIOR HIGH SCHOOL

Republic of the Philippines

Region IV-A CALABARZON
Division of Batangas
Lemery Senior High School
Rajah Matanda St., Lemery, Batangas

DETERMINING THE COMPETITIVENESS OF SELECTED

CLOTHING STORE IN LEMERY PUBLIC MARKET
THROUGH ONLINE STRATEGIC MARKETING

Inilahad sa Lupon ng mga Tagahatol

sa Lemery Senior High School

Inilahad nina:

(insert name, in alphabetical order)

CHAPTER 1
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THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Business plays a major role within our society. By satisfying the needs and wants of the market,

businesses improve the quality of life of people and make a higher standard of living. Clothing stores are a

wide spread business among the market. From the trendy clothes up to the basic clothing needs, most of

the entrepreneurs thought of entering the market because they think that there is a big demand that awaits

to them. Needless to say, competition is really a major and the very primary thing they have to deal with in

this kind of product lines. Though the demand of the market when it comes to clothing differs and varies

according to their tastes, preferences, functional attributes, trends and other considerations, still the sellers

offers almost the same products for them.

Since the stores are just near to each other which offers almost the same products with same

brand the stores are competing to gain customers. The competitiveness of a business in the market is

needed to be determined because it will enable the business to recognize its capability to survive the

competition and excel in the market.

Determining the competitiveness in a business through the financial and marketing strategies that

use in selling their products and giving services. Increasing of profit of the business to their competitors can

tell that its competitive when it come to market. Although when a business has an evidence of decline in the

market it is clear that the business is not competitive. Business competitiveness can affect all the business

activities, it is not just about being the better in the marketing but being good on having an effective

marketing strategies. The competitiveness of a business is the ability to offer and provide a better products

and services than the competitors.

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The primary goal of most firms is to earn profit and to reach its stable state. Marketing as part of

running a business is considered necessary to ensure that the products or services being offered can grant

a high satisfaction to the needs and wants of the customer. Through marketing, business is at ease of

promoting their product thus achieving their expected sales.

In today’s technology driven world, online strategic marketing have become a way where

businesses extend their campaigns to a wider range of consumers. The tools and approaches of the

businesses in communicating with customers have greatly changed with the emergence of social media.

Every business learn how to use social media in a way that it is consistent with their business plan. So

business used social media marketing as an extension of their marketing strategy.

The primary goal of most firms is to earn profit and to reach its stable state. In order to survive the

competition the businesses or stores must have their own marketing strategy. With these, A business

should have the most appropriate marketing strategy that is needed by the business to gain more profit. It

is said that people have unending needs and wants, there are many opportunities that a business can

have. Building something or creating something that customer will recognize. Online Strategic Marketing is

now one of the most used marketing strategies of the businesses in the country. Many businesses are

engaging with this strategy to be able to cope up with the changing preferences of the customers.

According to the clothing store, Clothes As Art Incorporation in having a competition in clothing

industry they offer and produce a different one which is they make an alternative garment or they design

their own to be able them to have advantages to the other clothing store. Aside from them one of the

factors in having a competition is the location of the store.

The study entitled Determining the Competitiveness of Selected Clothing Stores in Lemery Public

Market Through Online Strategic Marketing is conducted to determine the competitiveness of a selected
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clothing stores and proposed online strategic marketing as a business marketing strategy of the selected

clothing stores and proposed online strategic marketing as a business marketing strategy of the selected

clothing stores. The researcher also want to know how competitive the owners on how they manage their

business through online strategic marketing. In addition, the researchers know that it is easy to surf in

internet to look for the products than going to the market.

Statement of the Problem

This study will sought to answer the following questions.

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1. What is the level of competitiveness in a business on selected clothing store in Lemery Public

Market?

2. To what extent as the competitiveness of the selected clothing store can be observed in terms of:

2.1 Promotional strategies; and

2.2 Marketing strategies?

3. What are the benefits of having an online strategic marketing in a selected clothing stores among

the following:

3.1 Business owners; and

3.2 Consumers?

4. What are the difficulties of having an online strategic marketing in a selected clothing stores in line

with

4.1 Online selling; and

4.2 Delivering the product?

5. Based on the findings of the study, what online strategic marketing plan may be proposed to

improved the competitiveness of selected clothing store in Lemery Public Market?

Significance of the Study

This study intend to assess the competitiveness of selected clothing stores in Lemery Public

market and proposed on online strategic marketing as their output of the study.
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Moreover, this study will benefit the following:

To the business owners, this will be a significant tool that would help an enterprise and its whole

organization to make their business profitable and stable by utilizing online strategic marketing as one of

their marketing strategy.

To the consumers, being the target of businesses, their needs and wants are considered that’s why online

strategic marketing might serve as a tool to know their preferences and be able to sustain their satisfaction.

To the students, they can benefit in this study because they can gain more knowledge about the level of

competitiveness in a clothing store, and having online strategic marketing in a business.

To the future researchers, they can use this study as a reference for their own study regarding the

variables relative to business specifically online strategic marketing. This study will serve as their source of

secondary information which can support their claim to increase the validity and reliability of their research

findings.

Scope, Limitation and Delimitation

This study focuses on assessing the competitiveness of selected clothing stores and utilizing

online strategic marketing. Other marketing strategies are not within the scope of the study. The data
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collection will be conducted to five selected Clothing stores in Lemery Public Market who will represent the

population. The other clothing stores are not within the scope of the study. This research will be done

through the utilization of questionnaire to the selected clothing stores as a survey and reference. By their

strategy, the researchers will be able to know the competitiveness of selected clothing stores and the use of

online Strategic Marketing of a marketing strategy of the selected stores.

Chapter II

Review of Related Literatures and Studies

Review of Related Literature

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Level of Competitiveness in a business on Selected Clothing Store

According to (Stankiewicz, 2010) The essence of assessing the level of competitiveness of the

company is to compare the actual results with the expected ones, by the various stakeholder groups.

Based on the results of this comparison, three types of competitiveness may be distinguished:  normal

competitiveness - when the results of specific interactions are equal to the expectations of participating

stakeholders; less than normal competitiveness - when actual results do not meet expectations. Then the

stakeholders involved in this situation, take action to withdraw from interaction with the company and move

to another, more attractive one; more than normal competitiveness - when the actual results are higher

than expected. Stakeholders who have a basis for such evaluations seek to strengthen their relationship

with the company.

As stated by (Kisiel, 2012) The specific nature of competition in the market for products or services

makes it of particular importance for the participants to obtain a competitive advantage over rivals.

Therefore, competitiveness in an open market is a central issue, and the corresponding formulation of

competitive strategy is crucial for the survival and development of institutions and enterprises. The main

consequence of such a character is a need to observe the actions of competitors and predict their reactions

to each move (Forlicz, 2009). The first step is to determine the competitive position, which is an important

element in building a competitive strategy, it allows to evaluate the current capabilities of the company and

trends and opportunities for its further development (Jonas, 2011).

According to (Grzebyk & Krynski, 2013) The competitive position of the company is defined as a multi-

dimensional category, a determined by a combination of factors, e.g.: market share, the share of the basic

segments of the market, the impact on the market, the scale of the action, applied technology and technical

skills, skills and adaptability. The reflection of the competitive position of the company is its competitive
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advantage. It is interpreted differently depending on the subject, point of view and its evaluation.

Competitive advantage can be determined from the point of view of the enterprise or from the perspective

of customers. From the point of view of the company's competitive advantage is its unique position in the

sector in relation to competitors, allowing to achieve above-average profits and to be ahead of the

competition (Grzebyk, Krynski, 2012). The competitive advantage of the company depends on the value

that the company is able to create for its customers (Grzebyk, Krynski, 2012). From the point of view of the

recipient's competitive advantage it is a subjective category and is a higher sum of the values offered by the

investor. In the literature one can distinguish two dominant models of competitive advantage (Jonas, 2011).

Extent of Competitiveness of Selected Clothing Store in terms of Promotional Strategies and

Marketing Strategies

Brodrechtova (2009) explains that marketing strategy is a roadmap of how a firm assigns its resource

and relates to its environment and achieves corporate objective in order to generate economic value and

keep the firm ahead of its competitors. In laymen terms it is to determine the nature, strength, direction, and

interaction between the marketing mix-elements and the environmental factors in a particular situation (Li et

al 2013).

According to Levie (2016), the aim of the development of an organization’s marketing strategy

development is to establish, build, defend and maintain its competitive advantage. A thorough analysis of

the newest scientific articles on strategic management and organizational behavior indicates that 71% of

them analyze company performance as a dependent variable, 12% of them analyze it as an independent

variable while 11% of the studies analyze performance as a dependent as well as an independent variable

(March and Sutton 2011).Firm’s performance, on the other hand, is a well established measure in
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marketing literature. We measure it through sales volume, profitability and market share for the current

period (current firm performance), and perceived satisfaction with these measures when considering the

previous year (past firm performance).

Adetayo (2009) opined that promotion seeks to inform, remind and persuade target consumers about

the organization and its products. He further argued that promotion is often used to help an organization

differentiate its products from rivals. A promotion campaign is an inter-related series of promotion activities

designed to accomplish a specific objective. The obvious goal of promotion management is to ensure that

all the individual elements of promotion mix work together to accomplish the organization’s overall

promotion activities.The way consumers find and use information changes with increasing Internet adoption

rates and advances in technology. Zickuhr and Smith (2012) found that 92% of consumers search online

for products and services. To reach target audiences across different devices and platforms with the

information they want, small business owners need to embrace online marketing.

Benefits of Having Online Strategic Marketing

Dlodlo et al. (2014) Internet marketing offers numerous benefits when compared to traditional media

channels. Internet marketing strategies may improve customer relationships, operational efficiency,

marketing effectiveness, and a firm’s performance when implemented.Some larger organizations are

already benefiting from Internet marketing while small businesses are lagging behind in adoption (Boyles,

2011; Harrigan, Ramsey, & Ibbotson, 2012).

In this environment, consumers can personally make price comparisons at different e-tailers. Besides,

there are many Web sites that specifically extract comparative information on behalf of consumers

(Bellman, 2010). At first sight, being able to compare so many alternatives seems to be very advantageous.
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This discussion brings up the importance of developing decision support systems that facilitate consumers’

online shopping. Creating these systems will lead online shoppers to the optimum choice in less time with

minimum effort. If such systems can be developed and implemented effectively, informed, wise, and easy

comparative shopping can become an equally available opportunity for all online consumers rather than the

wizards or experienced ones only. It seems companies need some patience before they can communicate

with their customers. E-marketing is the marketing model that is most suitable for changing the whole

nature of relationships between companies and customers (Coviello et al., 2011). However, utilization of

this benefit requires the acculturation of consumers to engage in online relationships with virtual

companies, which is obviously going to take some more time.

Burrett (2014) understands online marketing as ―carefully targeting users and getting them to interact

with you while they‘re engaged with the most personal, intimate medium ever invented‖ (44). The most

comprehensive definition has been articulated by Chaffey (2009), he defines online marketing as

―Applying Digital technologies which form online channels (Web, e-mail, databases, plus mobile/wireless

& digital TV) to contribute to marketing activities aimed at achieving profitable acquisition and retention of

customers (within a multi-channel buying process and customer lifecycle) through improving our customer

knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted

communications and online services that match their individual needs". As this relationship concept

definitions show online marketing revolve around interaction and building relationship with customers, a

point which discriminates it from traditional, offline marketing.

Difficulties of Having Online Strategic Marketing

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Small business owners should employ Internet marketing to compete successfully in a business

environment( Eida & El-Gohary, 2013). As of August 2011, 78% of U.S. adults and 95% of U.S. teenagers

use the Internet ( Zickuhr & Smith, 2012). Ninety-two percent of adults use search engines to find

information, 91% use e-mail, 71% use the internet for buying products, 64% use social networking sites,

and 61% bank online (Zickuhr & Smith, 2012). Businesses that are choosing not to leverage internet

marketing risk losing competitive advantage since some consumers search for information and make

purchases online. The general business problem is that small owners often face challenges with using

internet marketing to promote products or services. The specific business problem is that some small

business owners lack knowledge on how to develop and implement an internet marketing strategy.

Online Strategic Marketing Plan

Kaplan and Haenlein (2010) define social media as “a group of Internet based applications that build

on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user

generated content.” Sinclaire and Vogus (2011) cite O’Reilly’s (2009) definition: “social media is a broad

term that describes software tools that create user generated content that can be shared.” However, there

are some basic features necessary for a website to meet the requirements as a social network website: the

site must contain user profiles, content, a method that permits users to connect with each other and post

comments on each other’s pages, and join virtual groups based on common interests such as fashion or

politics. (Gross et al. 2009).

Chi (2011) defines social media marketing as a “connection between brands and consumers, [while]

offering a personal channel and currency for user centered networking and social interaction.” The tools

and approaches for communicating with customers have changed greatly with the emergence of social
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media; therefore, businesses must learn how to use social media in a way that is consistent with their

business plan (Mangold and Faulds 2009). This is especially true for companies striving to gain a

competitive advantage. This review examines current literature that focuses on a retailer’s development

and use of social media as an extension of their marketing strategy.

The phrase social networking sites’ is often used interchangeably with social media. However, social

media is different because it allows participants to unite by generating personal information profiles and

inviting friends and colleagues to have access to those profiles (Kaplan and Haenlein 2010, P.63). Thus,

social media is the environment in which social networking takes place and has altered the way in which

consumers gather information and make buying decisions.

Review of Related Studies

Level of Competitiveness in a Business

Extent of Competitiveness of the Selected Clothing Store in terms of Promotional Strategies and

Marketing Strategies

Benefits of Having Online Strategic Marketing

Kotler and Armstrong (2003), provide an alternative definition: "Advertising is any paid form of non personal

presentation and promotion of ideas, goods and services through mass media such as newspapers,
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magazines, television or radio by an identified sponsor". Sales Promotion is the Demand-stimulating activity

designed to boost the sales of a product or service. The advantages of publicity are low cost, and credibility

(particularly if the publicity is aired in between news stories like on evening TV news casts). New

technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of

pictures and videos to websites) are changing the cost structure. Apart from the above, a new tool is being

emerged in the contemporary market scenario and that is named as online marketing. Benefits of IMC:

 Although Integrated Marketing Communication requires a lot of effort, it delivers many benefits. It can

create competitive advantage, boost sales and profits, while saving money, time and stress.

 IMC wraps communication around customers and helps them move through the various stages of the

buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures

its relationship with customers. This 'Relationship Marketing' cements a bond of loyalty with customers

which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life

is a powerful competitive advantage.

 IMC also increases profits through increased effectiveness. At its most basic level, a unified message

has more impact than a disjointed myriad of messages. In a busy world, a consistent, consolidated and

crystal clear xiii message has a better chance of cutting through the 'noise' of over five hundred commercial

messages which bombard customers each and every day.

 IMC can boost sales by stretching messages across several communication tools to create more

avenues for customers to become aware, aroused, an ultimately, to make a purchase.

 Carefully linked messages also help buyers by giving timely reminders, updated information and special

offers which, when presented in a planned sequence, help them move comfortably through the stages of

their buying process and this reduces their 'misery of choice' in a complex and busy world.
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 IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of

the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand

comparisons.

 Un-integrated communication conveys disjointed messages which dilute the impact of the message. This

may also confuse, frustrate and arouse anxiety in customers. On the other hand, integrated communication

present a reassuring sense of order.

 Consistent images and relevant, useful, messages help nurture long term relationships with customers.

Here, customer databases can identify precisely which customers need what information when and

throughout their whole buying life.

 Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since

they can be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced

by using a single agency for all communication and even if there are several agencies, time is saved when

meetings bring all the agencies together - for briefings, xiv creative sessions, tactical or strategic planning.

This reduces workload and subsequent stress levels - one of the many benefits of IMC.

(Google 2007) Online Advertising is becoming powerful IMC tool for advertisers and organization can use

online advertisement as people are now spending more time online; the Internet became another channel

via which companies can market their offerings successfully. Because of the Internet's versatility, it will give

an organization the opportunity to reach and interact with its target market. Companies can now produce an

IMC campaigns that exclusively target the desired customer more successfully with less cost as compared

to traditional communication efforts.

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(Jobber, 2007) The distribution of products, information and promotional benefits to target customers

through interactive communication in a way that allows response to be measured. It accounts for direct

connections with carefully targeted individual customers to obtain an immediate response and cultivate

lasting customer relationship.

Difficulties of Having Online Strategic Marketing

Online Strategic Marketing Plan

According to Forrester research, considering the current volume of internet marketing business, it’s hard to

believe how young the internet marketplace is. While the timeline of internet marketing has been short, the

cumulative events leading up to where we are now have impacted the entire globe faster than any

marketing revolution in history. In 1994, spending for internet marketing totaled nearly nothing, but

increased to over $300 million in 1995. Now, little more than a decade later, marketing spending and

internet marketing business has exploded to nearly $200 billion.

Quiroga & Kamila (2010) in their research- Marketing and Facebook, describe how fashion companies

promote themselves on social media platforms such as Facebook. This study took 34 Swedish companies

into consideration. Nida et al. (2010) in their research-Evolution of Digital Media as an IMC tool and its

relevance for Pakistan aim to analyze the trends of digital media within IMC over the years in Pakistan, the

factors that have contributed to the change and explore the importance of digital media in the marketing mix

in future. Chen et al. (2009, pp.1047) notes that ―from both theoretical and practical perspectives, it is
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worth studying what makes marketing communication introduce and promote products effectively,

especially in high-tech industries.

The way consumers find and use information changes with increasing Internet adoption rates and

advances in technology. Zickuhr and Smith (2012) found that 92% of consumers search online for products

and services. To reach target audiences across different devices and platforms with the information they

want, small business owners need to embrace online marketing.

BIBLIOGRAPHY

RELATED LITERATURE

LEVEL OF COMPETITIVENESS IN A BUSINESS

S. Forlicz S., Microeconomic aspects of the flow of information between market players, 2009, WSB
Publishing House in Poznan, Poznan.

M. Grzebyk, Z. Krynski, Competition and competitiveness of enterprises. The theoretical approach, Social
inequality and economic growth. Conditions efficient operation of the company and the region, University of
Rzeszow, Rzeszow, 20 (2013). World Scientific News 72 (2011) 301-306 -306-

A. Jonas A., Strategies of competition in the market of banking services, 2011, Library Manager and
banker, Warsaw.

M. Kisiel M., Internet and competitiveness of banks in Poland, 2012, CeDeWu, Warsaw.

RELATED STUDIES

ONLINE STRATEGIC MARKETING PLAN

Chen, C.-W., Shen, C.-C. and Chiu, W.-Y., 2009. Marketing communication strategies in support of product
launch: an empirical study of Taiwanese hightech firm. Industrial Marketing Management
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Zickuhr, K., & Smith, A. (2012). Digital differences. Retrieved from the Pew Research

SYNTHESIS

CHAPTER III
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RESEARCH METHODS AND PROCEDURES

This chapter presents the different research methods and procedures used in the study. It

includes research design, research environment, research instrument, research sampling, data gathering

procedure, sampling design and statistical treatment that can help to analyze and interpret the data.

Research Design

This research will adopt a descriptive design where the researchers will collect data from different

respondents. The main purpose of the study is to describe, analyze and interpret the Level of

Competitiveness of Selected Clothing Stores in Lemery Public Market through Online Strategic Program.

Participant of the study

This study will include 18 owners of clothing stores in Lemery Public Market. The researchers will use

purposive sampling. By using this sampling method, the researchers will only choose owners who used

online strategic program.

Research Environment

The study will be conducted in Lemery Public Market where the owners of Clothing Stores who used

Online Strategic Program are the respondents of the study and can be asked for such questions regarding

the level of competitiveness of clothing stores in Lemery Public Market through Online Strategic Program.
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Research Instrument

The study will utilize a self-made questionnaire to gather all the data needed in the study and to

understand the level of competitiveness of clothing stores in Lemery Public Market through Online Strategic

Marketing.

Survey Questionnaire

For this study, the survey questionnaire was used to achieve its main objective wherein to determine

the level of competitiveness of clothing stores in Lemery Public Market through Online Strategic Marketing.

By means of this survey questionnaire , the researchers are expecting to have a good and valid

responses from the respondents which are the owners of clothing stores who used online strategic

program.

Research Sampling

The study focused on “Determining the Level of Competitiveness of Selected Clothing Stores in

Lemery Public Market through Online Strategic Program”. In doing so, to be able to ensure conclusive

results, the researchers utilized purposive sampling as technique in getting the sample. In this type of

sampling, the respondents will be chosen subjectively. With this technique , only owners of clothing store

who used online strategic program will be chosen.

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Data Gathering Procedure

First, the researchers informed the research adviser about a certain topic to study about. After having

the research adviser’s approval, the researchers decided to gather data and information using survey

questionnaire that serves as the instrument in collecting the data needed.

Then the researchers also formulated a letter of validation where it is about asking permission to

validate the survey questionnaire being formed. The researchers also asked someone who are proficient

and knowledgeable to check the grammar of the letter of validation and survey questions with attached of

statement of the problem. After some revisions and approval, the researchers proceed in searching the

possible respondents of the study.

After knowing the respondents which are the owners of clothing stores who used online strategic

program, the researchers gave the questionnaire to the respondents. Data and information from all the

respondents were all gathered , analyzed and interpreted the results based on the responses of the owners

of clothings stores with the survey questionnaire .

Sampling Design

Generally, the researchers determined the size of the study population which are owners of clothing

stores in Lemery Public Market who used Online Startegic Program. Purposive sampling was used where

the respondents were chosen subjectively. The researchers concluded that there are 18 owners of clothing

stores in Lemery Public Market who used Online Strategic Program.

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Statistical Treatment of Data

After collecting the data needed , the researchers tabulated and analyzed the gathered data with

the help of statistical tools. The following are the statistical tools used in this study together with

their corresponding formulas.

1. Weighted Mean. The process of finding the Weighted Mean which is reffered as the central

tendency was used. The formula is given below.

𝑻𝑾𝑭
WM=
𝑵

Where:

WM=Weighted Mean

WF=Weighted Frequency

N= Total number of Respondents

2. Rank Method. Rank consists of arranging number of decreasing or increasing order of size.

The highest occurrence of behaviour of the class with the greater number was given in the

highest rank.

3. Five-Point-Scale System . The responses to questions in the given variables were scaled

using the “five-point-scale” or Likert Scale system and given weight as follows:
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Rate Verbal Interpretation Range

5 Strongly Agree 4.51-5

4 Agree 3.51-4.50

3 Somewhat Agree 2.21-3.50

2 Disagree 1.51-2.50

1 Strongly Disagree 1-1.50

Rate Verbal Interpretation Range

5 Very Great Extent 4.51-5

4 Great Extent 3.51-4.50

3 Moderate Extent 2.21-3.50

2 Less Extent 1.51-2.50

1 No Extent 1-1.50
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