Chapter 3

Chapter 3
MARKETING PHILOSOPHY
- Today Surf & Safe hotel n’ resort operates at the highest level to give our customer and guest
what to experience here in our resort that we highly follow our safety and hygiene to make sure our
guest may relax and enjoy their stay here because in our philosophy creating a clean environment can
also benefit both the society and the community itself. Our focus on making your stay here so worth it is
that it’s not just about enjoying the view or seeing other surfers but how would your lifestyle change the
perspective compare to a city which very important for the health and mental health especially during
this pandemic many people struggles with stress and burn out but booking and staying here can make
your habits healthy.
TARGET MARKET SEGMENTATION
- The target market for a hotel is a defined subset of all hotel clients from whom the hotel hopes
to gain business. These are some of the most common categories of tourists we might categorize as part
of our hotel target market; each has its own set of traits that influence their travel preferences and
behaviors.
 Backpackers
 Retirees
 Families
 Solo travelers
 FIT’s (free independent travelers)
 Couples
 Vacationers
 Adventurers
 Medical tourists
 Business travelers
GEOMETRIC SEGMENTATION
- Siargao is the Philippines' largest and most popular surfing destination due to the presence of
strong waves all year. Siargao, popularly known as the "Surfing Capital of the Philippines," is credited
with introducing surfing to the Philippines. Some tourists even claim that it is Asia's best surfing spot.
Siargao waves will not disappoint you, whether you are a novice learning to surf or an experienced
surfer. This once-hidden jewel in the Philippine Sea is 800 kilometers southeast of Manila, the country's
capital. It is part of the province of Surigao del Norte and is located on the northeastern tip of
Mindanao. The islands are home to a wealth of offshore marine life, making them a fantastic diving and
fishing destination. Siargao is equally well-known and well-visited for a variety of other reasons. Siargao
is a great place to get a tan or simply hang out in the most picturesque, postcard-perfect places on the
island. Siargao has it everything, including white sand beaches, world-class surf breakers, fascinating
cave pools, palm tree rope swings, island hopping, and so much more
Projected Market
Barangay 2020
Anajawan 477
Cabitoonan 490
Catangnan 1854
Consuelo 6260
Corazon 473
Daku 507
La Januza 371
Custom Survey
Gender Percentage
Female 60%
Male 40%
Family 70%
Couple 20%
Single 10%
Rooms Percentage
Terrace 80%
Floating Cottage 20%
Preffered Wine Percentage

Red 60%
White 30%
Champagne 10%
Surfing 70%
Boat Riding 30%
Age of Respondents Percentage

Less than 17 18%
18-24 32%
25-34 22%
35-44 18%
45 and Over 10%
Total 100%
Source of Market
Due to the survey that we conducted we had gain knowledge on who our
guest would be, we knew what they preffered and the age who would
likely to stay in our resort. We also noticed that our locals would be a
big part of our success and we would need a lot of help from them, So
we decided to have some locals rent near our place and sell their product
for them to also gain profit. Our main source of market would be the
tourist.
SWOT ANALYSIS
STRENGTHS
- Safe & Comfortable Atmosphere like Home

- Cushion the Local Economy
- Employment Opportunities
- High Profit
WEAKNESSES
- Expensive
- High Rates in Hotels
- High Tax Rates
- Slow Implementation
- Fewer Amenities
OPPORTUNITIES
- Rising Income
- Unique Experience
- Society Trends
- Dynamic Prices
- Local & International Tourists
- Online Booking
THREATS
- Airbnb Lodging Alternative
- Prevalent Condition
- Worse than the Expected Economies
- Instabilities in Tourists Arrival
- Theft or Unauthorized Visitors
Price Strategy
- Our starting price is affordable and much cheaper that cost Php 7,000 per room with 2 single
beds that and the other is Php 13,000 with 2 single beds with 1 king size bed compare to the
other resorts here in siargao and our guest may get what they paid for in order to relax and
enjoy.
Terrace
Benefits – 2 Single beds, good for 2 people price starts at Php 7,000
 Welcome drink
 Pool view
 Balcony/Terrace
 Shower
 Free Wi-Fi
 Can serve breakfast in your room
 Air Condition
Floating cottages
Benefits – 2 single beds with 1 king bed, good for 3 to 4 people price starts at Php 13,000
 Welcome drink
 Pool view
 Balcony/Terrace
 Shower and Bathtub
 Free Wi-Fi
 Can serve breakfast in your room
 Air Condition
For the Terrace starting at Php 7,000
For the Floating Cottages starting at Php 13,000

Display Advertising
- These ads might be banner ads, text ads, or something else entirely, and they could appear on
affiliate websites, mobile applications, or social networking platforms. It has the ability to readily
attract internet consumers because vital marketing messages can be clearly displayed to them,
as well as audio aspects.
Flyers
Sign Board
Web Ads or
Facebook Page

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TARGET MARKET SEGMENTATION

 FIT’s (free independent travelers)

Preffered Wine Percentage

Age of Respondents Percentage

- Safe & Comfortable Atmosphere like Home

For the Terrace starting at Php 7,000

For the Floating Cottages starting at Php 13,000

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