FABRICARE LAUNDRY SHOP

A Marketing Plan Presented to the Faculty of Business Administration

Kapalong College of Agriculture Sciences and Technology
Maniki, Kapalong, Davao del Norte

In Partial Fulfillment of the Course Requirements in the Program of the

Bachelor of Science in Business Administration Major in Marketing
Management

ALBELDA, JOELITO S.
ARCITE, AILA MARISS C.
ASI AN, NENENG
BALGOMA, KHAY
BALGUNA, DANSEL
BELUAN, ALAN MARK
BUSLATAN, STEPHANIE

NOVEMBER 2022
 PRELIMINARIES

GENERAL COMPANY DESCRIPTION

Fabricare Laundry Shop is a new business venture found in Magatos,

Asuncion, Davao del Norte. The Fabricare Laundry Shop give satisfaction to

the customer by providing a service that would really meet their needs and

wants.

Vision

Fabricare Laundry Shop envisions itself to be the first business that

offers a high quality service in Magatos and to open new branches in nearby

municipalities.

Mission

Fabricare Laundry Shop will provide a good quality service towards the

customer by taking care of their belongings neat and clean. As a result the

customer will be satisfied to the service being offered by the business.

Goals

Fabricare Laundry Shop commits to a 2 point goal:

1. Provide every customer a satisfaction by giving a consistent and promising

services.

2. To maintain the high standard of the business by providing a cleaned and

fragrant clothes.
Objectives

 Produce net profits

 Deliver a service that is not common to the competitors

 Establish sustainable laundry shop by the end of the first year operation
 INTRODUCTION

Fabricare Laundry Shop changes its vision and mission statements

every year in order to adopt the demand of the customers. Since the needs

and wants of the customers is not permanent the Fabricare Laundry Shop

initiates to create new mission and vision statements.

PRODUCTS AND SERVICES

Fabricare Laundry Shop is a business that provide laundry services.

The customer could choose if they prefer self-service or ask the staff to do it.

The business is in-demand especially to those working individuals who don’t

have time to do the laundry.

Service Description

Fabricare Laundry Shop is a business that offer services in the market.

It keep the customers belongings such as clothes in a safe and good

condition. The clothes are well taken care off by the staff that makes it clean

and has a nice fragrance. It ensure to provide a good quality service that

would meet the expectation of every customers.

Fabricare Laundry Shop offers hand washing service and using an

equipment in cleaning the fabrics. Customers has the right to choose if they

want it wash using hands or with an equipment.

Market Readiness

Fabricare Laundry Shop is the first type of laundry business in Magatos

and there is no competitor. It is an advantage because all the customer will

directly went to them.

Since the Fabricare Laundry Shop don’t have a competing business

near their location they still make sure that if there will be a competitor they

will be prepared on what actions they are going to take in order to still have a

customers. In order to compete, they always monitor their sales and make

sure that their services always meet the customers expectation.

Proprietary Position

There was no exclusivity of the service nor distribution because the

business is only at the starting phase in the market and don’t have any

patented product yet. But the management will create an innovation that will

be patented in order to have their own products to be used in business

operation.
 MARKET ANALYSIS

This section will discuss the macro-environmental analysis, industry

and competitive environment and market segments, target market profile and

positioning. The SWOT of the business will be identified here.

1. Macro-Environmental Analysis

The macro-environmental analysis will bring a big impact to the

business. It will affect the business in a positive or negative way. It will bring a

big challenge to the business operation.

Political Factors. The Political Factor affects the Fabricare Laundry Shop

on how they view the business. Government has policies

that every business owner must follow the government

like registering the business and makes it legal to

operate. The government can lower or even raise the tax

and it will bring impact to the profits.

Economic Factor. The Economic factor is also changing in business

industry.If Fabricare Laundry Shop will lower its rate then

consumer will choose to go to the shop because of the

rate and they can afford to pay. This affect the profit of

the business because the income of the consumer is

changing. If their income is high they would choose to

went to the shop but if their salary is low they will be the

one who will do the laundry because their income is only

enough to buy everyday needs.

Social Factor. The social factor also give an impact to the business as it

will based on the culture of a person and also to their

health consciousness. This is very useful to understand

because it talks your customers culture and their

preferences and if there will be a circumstances that the

management didn’t understand this factor then it will

really affect the business income. Understanding social

factor is helpful as it will be the guide in making a

marketing strategy.

Technological Factor. The technological factor has greatly impact the

laundry business because all the equipment are

advance and makes doing laundry easier and

faster. Technological advancement will help the

business to grow and run the business smoothly.

Its an advantage if the business will adopt new

technological advancement.

2. Industry and Competitive Analysis

2.1 Description of the Industry. The Fabricare Laundry Shop is

belong to the Washing and Dry Cleaning of Textile and Fur Products

according to the Philippine Standard Industrial Classification subclass

description under class 96210.The Washing and Dry Cleaning of Textile and

Fur Products has a market size to be valued at USD 79.91 billion by the year

2027 and expected to grow at a compound annual rate of 3.4% during the

forecast period. The major customer groups of this industry are the elder who
aren’t able to do it themselves, the working moms who don’t have time to the

washing the clothes of her family, and to the student who don’t have washing

and dryer at home and busy with their studies.

2.2 Market Forces Analysis. Since the Fabricare Laundry Shop is the

first ever laundry business in Magatos the business don’t have to worry about

competitors and the management can demand what is the appropriate price

for the service. The business has an advantage if there will be a new entrants

because they are old and they make sure to provide every customer a good

service and they also create a customers loyalty.

Market Segmentation

Fabricare Laundry Shop target market are the individual who cannot do

the laundry on their own because of being busy at work, the elders and the

students. Being unable to do the laundry will result for them to go to the

laundry shop to make the staff to do it. Most customers are came from rich

individuals or those person who can provide for it because they are employed.

3. Market Segmentation

Demographics. The target market are the LGBTQ, ages from 15 and

above and it could be someone who is married, single, and widow. It does not

require an income but everyone who can afford to pay the fee being set by the

business.

Georaphic.The business will try to operate in the locality, regional,

national, and even international locations if it will have a big revenue.

 Psychographics. All the staff are well-mannered and being taught to

show respect to their co-worker and toward the customers in order to gain

customer loyalty.

Behavioral. If they would chose to went to Fabricare Laundry Shop the

benefits the business guarantee is to provide very good service to the

customer and also a customer friendly rates of price.

Fabricare Laundry
Shop

Fabricare Laundry
Shop Demographic

14 and above Local

Single, National Regional

All
separated ,mar
gender
ried and widow
International

No minimum
income
requirement

Psychographic Behavioral

Friendly price Good

Good Attitude rates customer
service

Figure 1. Market Segmentation

Market Analysis

This section will show the age of individuals who are most customers of

Fabricare Laundry business belongs.

Age

30 and Above 25-30 20-24 below 19

30 and Above 55%

25-30 20%

20-24 15%

Below 19 10%

Figure 2. Analysis
4. Target Market Profile

Fabricare Laundry Shop aims to provide the customer a satisfaction by

providing good quality services and giving them their demands when it comes

to their wants and needs. They are aiming to get the majority number of

individuals who are parents to visit the shop in order to earn more profits.

The target market that the business considered to be the best return on

investment are the people ages 30 and above because according to the

survey the results shows that the age bracket are the most customers who

are willing to go the business location. They are also the customers who are

willing to pay the corresponding fee of their clothes per kilo.

5. Positioning

Fabricare Laundry Shop will be located near the gymnasium because

many potential customers live there. It is a right location because it is visible

and easy to locate. The consumer will went to the Fabricare Laundry Shop

because it is the only type of business who operate in the location and they

provide a good quality service that really satisfied the customer.

Their promotion will be utilizing a fliers that contains an eye-catchy

images and includes a powerful message that captures customer attention.

Potential customer will surely went and ask for the service of the

business because they provide a 100% safety of the customer belongings and

the price is very friendly that makes everyone can afford. The clothes are very

clean, it was ironed, has a nice fragrance, and being fold nicely.
 Service Price

Good quality Low price

service guarantee

Meet the
customers
expectation Fabricare Laundry
Shop

Promotion Distribution

Fliers
Intensive

Eye-catchy
 Figure 3. Positioning

COMPETITIVE AND COMPARATIVE ANALYSIS

Fabricare Laundry Shop will really compete to the market because the

management provide the customers a service that cannot be seen to the

other laundry shops. It is unique compared to the others because Fabricare

Laundry Shops offers a cheaper price but the quality of the service being give

to them is very good. No matter how long and many stains stay in your

clothes it can be easily removed because the detergent, bleach, and fabric

conditioner are came from the other countries. The fabric conditioner will stay

in your clothes for more than 4 days and that was really an advantage that

other shops didn’t offer.

 MARKETING PROGRAMS AND STRATEGIES

In this part this tackled the marketing personnel, marketing

processes,and marketing programs.

1. Marketing Personnel

Since Fabricare Laundry Shop is just at starting phase the personnel

are only few. There will be a manager who is the owner, 1 cashier and 6 staffs

who are assigned to do the laundry manually or using the equipment.

OWNER

CASHIER

STAFF STAFF

STAFF STAFF

STAFF STAFF
 Figure 4. Marketing Personnel

Marketing Process

In order for the business be known by the potential buyers the shop will

make a tarpaulin and giving fliers to the residents of Magatos and to the near

areas. Being respectful towards the customer will surely build a customer

loyalty. Developing a new strategy will help to get more customers of course

with the use of creating a eye-catchy tarpaulins and fliers. Customers will

surely be attracted to the image and content of the fliers. If you satisfy the

needs and wants of the customer then they will feel fulfillment.

Marketing Programs

The marketing programs will be used in order to help the Fabricare

Laundry Shop business grow.

Services

Objectives Strategies Implementation Plan

To be the number 1 laundry Understand the Create new innovation

shop in the Municipality of needs and wants on the product to be

Asuncion where the business of the customers. used in doing laundry.

is located in Barangay

Magatos.

Offer a Pick-up and Delivery Avoid too much Make purchased of one

services. expenses of fare. vehicle to be used.

 Table 1. Services

Price

Objectives Strategies Implementation Plan

Make the price The same clothes will be Make a fliers informing

appealing to the weighted together and everyone about the price.

customer. additional 1 kilo for free

for every 10 kilos.

Adapt the economical Lowering the price. Post in the social media

change. the new prices including

the promos.

Table 2. Price

Distribution

Objectives Strategies Implementation Plan

Hire a licensed driver The store owner need to During hiring there is a

hire licensed driver in the need to look for their

shop. drivers licensed to ensure

safety and wearing of

safety gears.

Buy or rent a vehicle Look for a cheap price Rent or buy a vehicle that

to use but durable vehicle. don’t required to much

money.
 Table 3. Distribution

Promotion

Objectives Strategies Implementation Plan

Create a social media Use the social media The business must

page platform. provide an internet

connection.

Posting a tarpaulins Post tarpaulin near the The management need to

location. make a tarpaulins so that

it will be post and known

by many people.

Table 4. Promotion