CHAPTER 1: Introduction

Research Title: Marketing competencies of SM City Bacolod

Introduction:
Marketing Management is the organizational discipline techniques and
methods inside enterprises and organization and on the management of a firm’s
marketing resources and activities. The process used to determine what products or
services may be of interest to customers and the strategy to use in sales,
communications and business development. It facilitates the activities and functions
which are involved in the distribution of goods and services. This management is
concerned with the chalking out of a definite program, after careful analysis and
forecasting of the market situations and the ultimate execution of these plans to
achieve the objectives of the organization. The most important function in a
commercial and business enterprise. It has gained importance to meet increasing
competition in the need to improve methods of distribution to reduce cost and to
increase profit.
Other factors showing importance of the marketing management are:
introductions of new products in the market, increasing the production of existing
products, and reducing cost of sales and distribution. It has wide coverage involving
all factors required to satisfy customers. This business discipline involve marketing
planning and strategy, orientations and processes needed in attaining company goals
by providing value to clients. It also allows business to persuade more customers.
Marketing management could be a challenging task where marketing
organization have to face challenges, to create concise messages that captures the
essence of product and differentiate it from other competitors. This must be general
and part of every employee’s scope of work, from the subordinates to those in
higher management. The heart of your business success lies in its marketing. Most
aspects of your business depend on successful marketing. Marketing is a process by
which a product or service is introduced and promoted to potential customers.
 According to SM City Bacolod 2011 Annual Report, operating in a
competitive environment where market preferences often change and customer
demand for value-for money products constantly increases, SM Retail sustained its
growth and expansion in 2011. Through the timely and effective implementation of
marketing initiatives such as sale events, and offering more novel products and services,
SM Retail apply addressed and met the expectations of clients. Consequently, in spite of
the slow economy, SM Retail grew its revenues by 9% to Php148.2 billion. Net income
increased by 3% to Php5.8 billion, resulting in a net margin of 3.9%.

Problem:
This study aims to determine if the marketing management in SM City
Bacolod is effective to improve all employees marketing competencies. Specifically it
aims to answer the following: (1) how does the SM City Bacolod marketing
competencies improves if their facilities are not upgraded? (2) How can their
employees attract the best marketing talent? (3) What are the impacts of employees’
communication skills in terms of dealing customers?

Hypothesis:
If SM City Bacolod upgrade their facilities and develop employees’ skills,
then they can improve their marketing competencies.

Scope and Limitation:

This research is to be done to measure SM employees’ competencies. The
study only focuses on SM City Bacolod employees. This research has its limits
considering lack of money to spend during the research, the place is near the school
and we can consume time.

Significance of the Study:

This study will be beneficial to the company, customers, employees of SM
City Bacolod, and researchers.
Appendices:
For better understanding of the present study, the following are either
conceptually or operationally defined for readers.

Chalking out – it means to outline. Operationally, it means of planning strategies.

Concise – it means giving a lot of information clearly and in a few words.

Operationally, it means to convey clearer thoughts.

Coverage – it means the extent to which something deals with or applies to

something else. Operationally, it means scope.

Execution –it means carrying out or putting into effect of a plan, order, or course of
action. Operationally, it means performing or applying plans.

Persuade – it means to do something through reasoning or argument. Operationally,

it means to catch attention.

Profit – it means a financial gain, especially the difference between the amount
earned and the amount spent in buying, operating, or producing something.
Operationally, it means financial benefits.

Tenants – it means a person who occupies land or property rented from a landlord.

Lack – it means the state of being without or not having enough of something.

Aims – it means to have the intention of achieving.

 CHAPTER 2: Review of Related Literature

SM City Bacolod is a 29th supermall of SM Prime Holdings located along Rizal

Street, Reclamation Area, Bacolod City, Negros Occidental, Philippines. It has a total land
of area of 161,096.60 sq. meters and a total floor area of 133,894 sq. meters. It opened
last March 01, 2007 and it is owned by Mr. Henry Sy Sr. SM City Bacolod is currently
undergoing renovation and expansion that will be completed in phases. As SM City
Bacolod is expanding it also gives more accommodation of more than 150 stores tenants.
It means that SM City marketing competencies are being addressed immediately that
gives the more profit as well as customers.
The SM store has multiple employees working on the floor which gave the best
customer service experience. It’s worth buying something just for the customer service.

CHAPTER 3: METHODOLOGY

Quantitative Research:
- This study used descriptive method of research in order to determine the
marketing competencies of SM City Bacolod. This method is used to gather information
in order to test hypothesis or to answer questions concerning the current status of the
subject of the study.
The survey method was used because information will be collected through the
use of questionnaires in which the answers to these questions incorporate the data and
information collected from every member of the population.
The respondents of these survey were the marketing employees of SM City
Bacolod.
-We used surveying as our data gathering procedure in which we distributed
questionnaire for the employees to answer.
 Questionnaire

Questionnaire for SM City Bacolod Marketing Competencies.

1. How the SM City Bacolod marketing competencies does improves if their facilities are
not upgraded?

2. How their employees attract the best marketing talent?

3. What are the impacts of employees’ communication skills in terms of dealing

customers?

4. How SM City Bacolod address their growing customers?

5. How SM City Bacolod employees’ know their target customer and its wants and
needs?
 Chapter 4: Results and Findings

Our results confirm that…

The marketing competencies of the employees in SM City Bacolod are still

stable even though their facilities are not upgraded. According to our research survey
employees are well – trained in the field of their skills in marketing, which explains
why they are still stable conceding that they haven’t upgraded their facilities.
SM City Bacolod have a best marketing skills that can attract customers.
Supported by this idea that their employees are all obliging which justified why they
captured the interest of their target customers.
The impacts of employees’ communication skills in terms of dealing their
patriotic customers are; they gained their customer’s trust, customer’s loyalty
towards their business, and captivate customer’s interest.
SM City Bacolod politely address their growing customers to keep them
loyal upon their certain business. In order to prove their capabilities, they stabilized
or possibly upgraded their marketing skills and facilities in handling the growing
customers. Hence, they’ll hire productive employees to suit for the upgraded
facilities.

Our findings validates that the marketing competencies of SM City

Bacolod are molded and leading.
 Chapter 5: Conclusion

A funny little thing happens on the road to success. Often the prosperity
of the business can outpace the ability of the business to maintain that success.
Capabilities are considered core if they differentiate a company strategically. As for
SM City Bacolod, they’re focusing in their marketing competencies to gained
customers that will lead them in gaining more profits. They give importance for their
target customers to keep their business stabilized and dominant.
Today, in this fast dynamic world the demand for goods and services are
increasing at an alarming rate due to which there is greater competency and
competitors ruling in the market. Therefore, most of the companies adopt different
types of marketing strategies in order to serve their customers in a more better and
efficient manner than their competitors so that, their business can easily survive in
the market.
Chapter 6: Recommendation
Chapter 7: Appendix
 Chapter 8: Curriculum Vitae

Moleno, Rudy Ann B.

Brgy.27, Bacolod City, Negros Occidental 09661965096
molenorudyann@gmail.com

Objective

To obtain position in business industry.

Personal Information

Date of Birth: November 17, 1999

Place of Birth: Kabankalan City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

EG ONGTECO REALTY- ON THE JOB TRAINEE

Education

Junior High School: Tabugon National High School S.Y 2012-2015

Research:

Marketing Competencies of SM City Bacolod

Interests:

Playing Table Tennis, Writing & Dancing

 Magno, Recca Jean O.
Brgy.Sampinit, Bago City, Negros Occidental 09500490636
accerjean@gmail.com

Objective

To become a better version of myself that will be the tool for my aim.

Personal Information

Date of Birth: December 10,1999

Place of Birth: Valladolid City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Ramon Torres National High School (MAIN) S.Y 2012-2015

Research:

Marketing Competencies of SM City Bacolod

Interests:

Reading, korean idols, singing, theater, Writing poetry & Dancing

 Mahusay, Jovielyn Mae V.
Brgy. Singcang Airport, Bacolod City, Negros Occidental 09501777211
jovielynamahusay07@gmail.com
Objective
To become a competent and dominant individual.
Personal Information

Date of Birth: May 07, 2000

Place of Birth: Bacolod City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Negros Occidental High School S.Y 2012-2015

Research:
Marketing Competencies of SM City Bacolod
Interests:
Reading, korean idols, singing & Dancing, cooking, Music
 Jaranilla, Natasha Kirsty S.
Brgy. Alijis, Bacolod City, Negros Occidental 09457256678
natashakirstysjaranilla@gmail.com
Objective
To enhance my skills in any concept.

Date of Birth: May 08, 1999

Place of Birth: Bacolod City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Negros Occidental High School S.Y 2012-2015

Research:
Marketing Competencies of SM City Bacolod
Interests:
Reading, Sleeping, Singing
 Brozo, Veronica E.
Tabao Proper Zone 1, Valladolid City, Negros Occidental
veronicabrozo20@gmail.com
Objective
To widen my knowledge in every aspects.
Personal Information

Date of Birth: September 28, 1998

Place of Birth: Valladolid City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Tabao National High School S.Y 2012-2015

Research:
Marketing Competencies of SM City Bacolod
Interests:
Watching videos, Foods, Dancing
 Dasig, Alyssa Grace D.
Brgy. Vista Alegre, Bacolod City, Negros Occidental 09303592654
alyssagracedasig@gmail.com
Objective
To be molded and enhance as an individual
Personal Information

Date of Birth: January 14, 1999

Place of Birth: Bacolod City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Negros Occidental High School S.Y 2012-2015

Research:
Marketing Competencies of SM City Bacolod
Interests:
Reading Wattpad, cooking & Dancing
 Bayot, Ella Mae O.
Brgy., Bacolod City, Negros Occidental 09303592654
unnieella@gmail.com
Objective
To be molded and enhance as individual
Personal Information

Date of Birth: May 29, 1999

Place of Birth: Bacolod City, Negros Occidental
Citizenship: Filipino
Gender: Female

Employment History

SOCIAL SECURITY SYSTEM - ON THE JOB TRAINEE

Education

Junior High School: Negros Occidental High School S.Y 2012-2015

Research:
Marketing Competencies of SM City Bacolod
Interests:
Social Medias, Singing & Travels
Researchers:

Recca Jean O. Magno Grade 12 ABM-A

Rudy Ann B. Moleno
Jovielyn Mae V. Mahusay
Natasha Kirsty S. Jaranilla
Alyssa Grace D. Dasig
Ella Mae O. Bayot
Veronica E. Brozo

Submitted to:
Mrs. Krishtine Bolivar