A MARKETING PLAN FOR SPELUNKING PROJECT LOCATED IN

BARANGAY LAMISAHAN, ZAMBOANGA CITY

A project paper presented to the faculty of the

School of Management and Accountancy

Ateneo de Zamboanga University

In partial fulfillment

Of the requirements for the subject in

Entre 316 – A

By:

Krizia J. Abrenica

Reynaldo L. Almonia

Cherry Mae V. Apolinario

Ellora Kate D. Cabato

Ryan-Jay S. Jubail

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I. Acknowledgement

The team would like to thank Sir Rodel Alvarez, the Barangay Kagawad of

Lamisahan Zamboanga City and the people for welcoming the team and for

giving the needed information for the study.

Secondly, the team would like to thank the Department of Environment

and Natural Resources (DENR) and the Center for Community Extension

Services (CCES) for giving information and suggestions that made the team

study possible.

To the team’s very supportive moderator Dr. Visitacion L. Buenvenida for

continuously helping the team and making the study possible.

The team would like to express their gratitude to their parents and

guardian for the support emotionally, spiritually and financially.

Lastly, for the Creator, the Heavenly Father for the wisdom and

perseverance that He granted the team throughout the entire semester.

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II. Executive Summary

a. Project Name Zamboanga Lamisahan Spelunking

Sports Spot (ZamboLaSSS).

b. Location The proposed project will be

located at Barangay Lamisahan,

Zamboanga City

c. Proponents The members of the Paz y Mejorao

Lamisahan Association (PaMeLA).

d. Project Description The proposed project will be

service oriented. The project will

offer a Spelunking service activity

which involves cave exploration.

e. Objectives of the Project The study was made to provide

employment and to generate funds

for the community, the association

and the Barangay of Lamisahan

through this Spelunking project.

f. Project Cost The total project cost is Php

182,059.25.

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g. Contingency Plan If the requirements needed for the

success of this project will not be

met, such as the financial support

from the City Government, the

project will seek the support from

the Development Bank of the

Philippines (DBP). If the caves

cannot be operated for a

spelunking service as will be

assessed by the Department of

Environment and natural

Resources (DENR), the well being

and preservation of the caves will

be advised for its future

contribution to the community.

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III. Background and Organizational Profile

The Ateneo de Zamboanga University-Center for Community Extension

Services (CCES) has been working in partnership with Barangay Lamisahan, a

rural barangay situated east coast part of City of Zamboanga. The CCES office

recently organized the Paz y Mejorao Lamisahan Association (PaMeLA), a mixed

group of farmers and working mothers in the community, so far a total of 68

members, more than half of them are farmers. These working mothers form

themselves into group that addresses the health needs of each family and the

community as a whole. In support of CCES health program, the Family Health

Guardian (FHG) was formed, to which this idea was coined by Dr. Afdal Kunting

M.D, the former AMADA Resident Doctor and this was continued by the

succeeding Health coordinator, at present, Ms Janed Chan, R.N. held the post in

CCES office. This started with production of herbal medicines such as ointment

and liniment products made of herbal plants that are commonly grown in the

locality. It was then, the support of Local funder – Assisi Development

Foundation, Inc. at the highest level. Capacitating them in terms of skills and

providing the group with inputs and equipments to achieve the group plans and

vision. They were able to sell their herbal products to its members and local

residents in the community. However, the CCES staff tried to scale-up the group

achievement to higher level of micro-enterprising venture in addressing economic

upliftment in the community. The author convinced the group to establish a

business enterprise utilizing local resources by replicating the fate of Dulian RIC

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group. The PaMeLA mothers slowly, are currently making a way to gain

popularity in producing local delicacies such as the Bukayo and Achara. The

association and the barangay is currently working on the project of utilizing its

caves and waterfalls to increase their income and provide progress for the

barangay and provide other means of livelihood for the community.

Barangay Lamisahan is located in the eastern coast of Zamboanga City. It is

25.89 kilometers away from the City Hall, accessible by land. The barangay has

a total land area of 2,125 hectares, bounded on the North by Barangay

Bunguiao, on North-East by Barangay Sangali, on the South-East by Barangay

Victoria and on the South-West by Barangay Lapakan. Its topography is

characterized by flat lands on softly rolling hills with elevation ranging from 30 to

50 feet above sea level. The barangay is subdivided into five sitios, namely

Lanzones, Centro, Nangka, Calibatu, and Upper Lamisahan. The PaMeLA – the

barangay’s association office is located in Sitio Calibatu, Barangay Lamisahan,

including the production areas for the existing projects of the association of

Bukayo and Achara and the caves proposed for development.

The association of the Barangay has an organizational structure which shows

how it seeks to be well managed in terms of handling their livelihood, family

health, sustainable agriculture and parent teacher related activities effectively.

Like all other associations, the PaMeLA organizational structure is headed by the

President, followed by the Vice President. Under the Vice President are the

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Secretary, Treasurer, Auditor, P. I. O. and the Business Manager. The

association is also composed of four committees namely, the Family Health,

Livelihood Assistance Program, Sustainable Agriculture and Parents Teacher

Association Committee.

The barangay is seeking more ways on how to develop and improve their

community. The existing projects that they have under the community’s

association livelihood committee are the Bukayo and Achara production. They

wish to use the existing beauty of the barangay’s natural resources which is the

cave and the waterfalls. These projects that the barangay wish to develop are of

course in need of resources, particularly financial. Currently, since our city

government is promoting eco tourism or the tourism industry of the city, these

projects will be highly recommended by the PaMeLa Association of Barangay

Lamisahan. Since the development of the caves fall under this category, the local

government unit of the Barangay Lamisahan will most likely submit a resolution

to the City Hall that will signal and lead to the funding of the project. The City

Government will certainly be where the Barangay and association should seek to

provide sufficient funds.

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IV. Nature of the Business

Barangay Lamisahan is a barangay located about 25 kilometers away

from the City. It rests upon hills and is dressed by the tall trees and plants

growing abundantly around and within it – giving guests and visitors of this

barangay a closer view of nature. Some of these natural resources are the

Waterfalls and the Caves. For this project, the caves are to be focused on for

development. The proposed project is categorized as a service-oriented project.

The service to be offered is an activity which involves cave exploration,

commonly known as Spelunking. It is often undertaken for the enjoyment of the

outdoor activity or for physical science, as well as original exploration, similar to

mountaineering or diving. This Spelunking activity or the Zamboanga Lamisahan

Spelunking Sports Spot (ZamboLaSSS) will provide guests with an experience

enriched with thrill and with knowledge as well. This Spelunking activity will be

offered in three specific caves namely Cave Level 1, Cave Level 2, and Cave

Level 3.

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A. Values

Spelunking activity involves some values; values that will lead to

the project’s better way of delivering the service it provides to the people

who wish to participate in it and to the environment that it holds

responsibility to.

These are the following values:

1. To value the project’s intent to truly provide the best sport outdoor

Spelunking activity here in Zamboanga City.

2. To value the existence of nature and to use this wisely as a good source

of income and development for the community of Lamisahan.

3. We value our guests’ desire to truly experience nature’s beauty at its best

in the City of Zamboanga.

4. We value our guests who will contribute to the success of this project. We

truly intent to provide the safest and highest quality outdoor activity there

is, specifically spelunking.

5. Culturally, the Zamboangueños – are warm, friendly, affectionate,

persistent, hard-working, motivated and religious.

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B. Scope and Limitation of the Study (#4 deleted)

1. This study is focused mainly on the project’s marketability.

2. The study is made to cover only the first five (5) years of the

project.

3. The study will be limited to the college students of Ateneo de

Zamboanga University (ADZU), Western Mindanao State University

(WMSU), Unibersidad de Zamboanga (UZ), and Pilar College here

in Zamboanga City as its target market.

4. Only the 1st three (3) caves nearest from the entrance of the Sitio of

Calibatu ,out of the twenty (20) caves found in the Barangay, are

included in this study.

5. This study will only consider the Victoria Cave as its competitor.

V. Significance of the Study

With the introduction of this project or the ZamboLaSSS, the community of

the Barangay Lamisahan will be more developed. More developed, as the

barangay and its community will be known as a good tourist spot and will greatly

be benefited with the natural resources that they have. This project will basically

help provide employment for the community – with its aim of acquiring the

residents within the community to be employed and will provide more sources of

income for the community, the association and the barangay – with its aim as

well to distribute and use the income generated in this project equally and at the

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benefit of everybody involved. This study would as well be able to help the

community, especially the people responsible for this project, determine the

success, continuity and survival of the project during its first five years in

operation. The project will successfully capitalize on natural resources without

resulting to abuse or damage of the said resourced; this is practice of

responsible stewardship of nature.

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VI. SWOT Analysis

Strength (S)

S1 : Cave Formations S2 : 3 caves offered for spelunkingS3 : The caves’ structure or layout is conducive for adventurous activities like spelunking.

Weaknesses (W)

W1 : The known and unknown hazard of going inside the cave.W2 : Stolen cave formations (e.g. stalagmites and stalactites) and vandalisms in the cave.W3 : No expertise.W4 : The cave located in a far-flung area.W5: Limited capital.

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Internal

Factors

External

Factors

Opportunities (O)

O1 : Few competitors here in Zamboanga City. O2 : The lack of adventure spots here in Zamboanga City. O3 : People’s curiosity and lack of knowledge about caves.O4: Local government support to finance the project.O5 : Willingness of the barangay and association members to support the program.O5 : Army OutpostO6 : Cave-Waterfalls Package

S+O Strategies

Since there are few competitors in the spelunking industry and only few that offer adventurous activities, the organization will take advantage of these opportunities by introducing the spelunking services to its target market and use the cave’s unique features (e.g. cave formations, cave layout, etc.) to attract its target market and appeal to the market’s curiosity about caves and appeal to their adventurous side. The cave-waterfalls package would also be most helpful in the promotion of the services offered by the barangay, the cave-waterfalls package would add value to the services offered by the organization.

W+O Strategies

Potential competitors in the spelunking industry are hesitant to start up this kind of venture because of the dangers that accompany it – such as falling cave formations, harmful animals (e.g. snakes), effect of weather (e.g. flash floods) and other unseen dangers that may occur, that is why it gives the organization the opportunity to be one of the few to offer the service in Zamboanga City, to overcome the dangers inside the cave the organization will conduct a thorough assessment of the cave with the supervision of the DENR to ensure the safety of the cave for spelunking. Also conducting a daily or weekly maintenance of the area will be done to ensure the safety, cleanliness and accessibility of the area.

Threats (T)

T1 : Guano MiningT2 : Abundance of caves in Zamboanga City. T3 : Peace and order situation inZamboanga City.

S+T Strategies

To avoid Guano mining in the cave, the help and cooperation of the barangay and the organization’s members are highly needed. The barangay officials should inform its residents that

W+T Strategies

Most caves are located in far-flung areas, the thought of the cave being located in a far-flung area the target market of the organization are most of the time taken aback by the distance of the cave’s location to the

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Guano mining is prohibited and to acquire a resolution to protect the caves and make sure that violators receive the appropriate sanctions. The peace and order situation in Zamboanga City particularly in the eastern coast of the city where the cave is located, posts a threat in the marketability of the services offered by the organization to avoid this threat there is an Army outpost in Barangay Lamisahan, also a security member will be accompanying the cave visitors in Spelunking.

city proper, the target market of the service are college students and most college students do not have their own private vehicles. To minimize the negative effect of the cave’s location to the marketability of the service, the organization will be giving the cave visitors the option to avail the transportation offered by the organization. This strategy would also help minimize the threat of potential entrants. To minimize the danger of exploring the cave, safety gears (e.g. helmets, head lamp, first aid kit) are provided and during the spelunking activity a rescue and security member will be accompanying the cave visitors.

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VII. Methodology

A survey was conducted to gather information on the marketability of the

service and to gather information on the tastes and preferences of the

organization’s target market. The method of sampling used for the survey was

Proportional Sampling Method. The survey questionnaires were distributed in

four (4) schools located in the city namely, Ateneo de Zamboanga University

(ADZU), Universidad de Zamboanga (UZ), Western Mindanao State University

(WMSU) and Pilar College, particularly among its college students.

Information gathered about the Barangay, its profile and background, and

other necessary information of the assisted organization was provided by the

CCES, to understand the barangay’s current situation and to be familiar with the

barangay and its community.

To gather more information and better understand the Spelunking

industry, the researchers also conducted an interview to key people in the

Department of Environment and Natural Resources (DENR), where we were

informed of an act that should be strictly followed, Republic Act No. 9072 (AN

ACT TO MANAGE AND PROTECT CAVES AND CAVE RESOURCES AND

FOR OTHER PURPOSES). See Annex B.1

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VIII. Potential Market

The project’s target markets are the college students of Ateneo de

Zamboanga University (ADZU), Western Mindanao State University (WMSU),

Universidad de Zamboanga (UZ) and Pilar College. These schools were chosen

because they are the few known schools here in Zamboanga City with the

greatest number of college students. College students were chosen because of

the nature of the business which is adventure. The perfect age group for this type

of venture are teenagers, specifically, college students, because teenagers are

the most adventurous, curious, adrenaline seekers, and are physically equipped

for the kind of activities present in spelunking. The Ateneo de Zamboanga

University has a total college population of 3,639, while 14,908 for Western

Mindanao University, 8,000 for Universidad de Zamboanga, lastly, 1,447 for Pilar

College. The researchers conducted a survey and made use of the stratified

random sampling to be able to get the sampling size which will be used to

represent the total population of the project’s target market. The total sampling

size is 203, composed of 26 respondents from ADZU, 108 from WMSU, 59 from

UZ and 10 from Pilar College. A detailed presentation of the data is found in table

1. Expansion of market will take place after five years of operation to make sure

that the project is very well established, familiar with its environment and in its

field and has already known all necessary information needed in handling a

bigger market.

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Table 1: Population of the Target Market

Schools Respondents/School Population

a

Percentage

a/b= %WMSU 108 14,908 53%ADZU 26 3,639 13%UZ 59 8,000 29%Pilar College 10 1,447 5%Total Target Market 203 27,994

See Annex A.2.

To be able to determine the paying capacity of the target market, the

researchers would present the daily allowance of the target market in table 2

below.

Table 2: Daily allowance

# of Respondents Percent (%)50 – 100 96 53

150 – 200 76 42200 above 8 5

Total 180 100

Table 2, shows the daily allowance of the respondents. 53% of the

respondents said that their daily allowance is around P50-P100. On the other

hand, 42% of the respondents have a daily allowance of P150-P200 and 5% of

the respondents have a daily allowance of P200 and above. The total number of

respondents in this table is only 180; it was taken from table 6 which represents

the number of respondents who are interested to try spelunking in the city, which

is the target market of the service.

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Table 3: Respondents with spelunking experience

# of Respondents Percent (%)Yes 61 30No 142 70

Total 203 100

Table 3 represents the percentage of respondents from each of the four

schools (ADZU, WMSU, UZ and Pilar) who have tried and have not tried

spelunking in the past.

This table shows that there is a great number of respondents, specifically

around 70%, who have not tried spelunking and 30% of the respondents who

have tried this outdoor activity. This means that there is a great number of

respondents who could be a potential market of the project, to which this study

will be focusing on.

Table 4: Respondents who are interested to try spelunking

# of Respondents Percent (%)Yes 128 90No 14 10

Total 142 100

Table 4 represents the 70% of the respondents who have not tried

spelunking, who would like and would not like to try spelunking (see table 3). The

results show that 90% of the respondents would want to try spelunking and 10%

of the respondents would not want to try spelunking. Majority of those who have

not tried spelunking would want to try spelunking, which means that the service

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has a great chance for marketability. The researchers should come up with

strategies and promotions to be able to take advantage of these figures.

Table 5: Factors

# of Respondents Percent (%)Accessibility 8 57Affordability 0 0Package deals 6 43

Total 14 100

Table 5 represents the factors that would make the 10% respondents (see

table 4) who would not want to try spelunking interested in trying. 0% or none of

the respondents chose affordability which means the price of the service is not

their major concern and this would mean that the pricing decisions for the service

is a lot easier. Majority of the respondents chose accessibility as the factor that

would make them interested in trying the service, Lamisahan, where the caves

are found is located in the East Coast of Zamboanga City approximately 25

kilometers from the city which is not quite accessible to our target market which

are college students. That is why the researchers should focus on how to make

the service accessible to its market.

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Table 6: Interested to try spelunking here in Zamboanga City

# of Respondents Percent (%)Yes 180 89No 23 11

Total 203 100

Table 6 shows the nature of the demand for the service, whether or not

the respondents will try spelunking here in Zamboanga City. The table shows

that a total of 89% of the respondents would like to try spelunking and have the

capacity to pay the service fee as shown in table 2.

Table 7: Frequency

# of Respondents Percent (%)Once a month 49 27Once a year 56 31Twice a year 50 28Thrice a year 18 10Others 7 4

Total 180 100

Table 7 shows how frequent the respondents will avail of the service

offered. The figure shows a total of 27% of the respondents would avail of the

service once a month. While 31% of the total respondents will avail of the service

once a year. For twice a year, 28% of the total respondents will avail of the

service. And lastly, 10% of the total respondents will avail of the service thrice a

year.

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Table 8: Price the Respondents Willing to Pay for the Service

# of Respondents Percent (%)100 – 150 79 44151 – 200 42 23201 – 250 36 20250 above 23 13

Total 180 100

Table 8 shows how much the target market is willing to pay for the

experience of a spelunking activity. The selling price for the spelunking service

will start at P50.00. By this, it means that prices offered will increase depending

on what packages the guests will choose (e.g. cave package with transportation

and without and cave-waterfalls package with transportation and without). The

starting price of P50.00 offered, is much lower than what the target market is

willing to pay. Based on the results in table 2, which shows the capability of the

respondents to pay for the service, 100% of the respondents are capable of

paying the Cave Package(w/o transportation) which P50.00 and for Cave

Package(w/ transportation) which is P71.00. Cave-Waterfalls Package(w/o

transportation) which is P100.00 and Cave-Waterfalls Package(w/transportation)

which is P121.00, only 47% of the respondents are capable of paying for those

packages, 47% is composed of the respondents who have a daily allowance of

150-200 and 200 above. Considering the expenses of students nowadays, 53%

of the respondents who have daily allowance of 50-100 are not capable of paying

for the Cave-Waterfalls Package (w/ and w/o transportation).

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Table 9: Package deals

# of Respondents Percent (%)Cave Package 52 29

Cave – Waterfalls Package

128 71

Total 180 100

Table 9 shows the packages that the project will be offering, namely the

Cave Package and Cave-Waterfalls Package. The Cave Package is a package

for individuals who would like to go for spelunking with the exclusion of going to

the waterfalls. While the Cave- Waterfalls Package is a package for individuals

who would like to go both for spelunking and waterfalls. These packages will

comprise of the package with transportation and without transportation. Based on

the figure above, a total of 71% of the respondents would most likely avail of the

cave-waterfalls package and only 29% of the respondents would likely avail the

cave package. Which means that majority of the respondents prefer the cave-

waterfalls package.

Table 10: Business Operation

# of Respondents Percent (%)Morning tour 53 29

Afternoon tour 32 18Whole day tour 95 53

Total 180 100

Table 10 shows what time of the day they want to avail of the service. A

total of 29% of the respondents would like to avail of the morning tour, 18% of the

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respondents would like to avail of the afternoon tour and 53% of the respondents

would like to avail of the whole day tour.

Majority of the respondents chose the whole day tour and based on table

8 (Packages), 71% of the respondents chose the Cave-Waterfalls Package, we

can say that one of the factor that made majority of the respondents choose the

whole day tour is the type of package they chose. The time or how long a group

stays in the area depends on the package they choose. If they chose the cave

package, the morning or afternoon tour is more appropriate than the whole day

tour because spelunking would most likely only take half of the day to complete

the activity. While the whole day tour is more appropriate for the Cave-Waterfalls

Package, half of the day or the morning will be for the spelunking activity and the

afternoon to relax and unwind in the waterfalls.

Table 11: Transportation

# of Respondents Percent (%)Yes 170 94No 10 6

Total 180 100

Table 11 shows whether or not the respondents would want that

transportation be provided for them going to Lamisahan. A total of 94% of the

respondents would want that transportation be provided for them, while a total of

6% of the respondents would not want that transportation to be provided for

them.

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Table 5 shows the factor that would make the 10% of respondents who

did not want to try spelunking be interested in trying. 57% of the respondents

chose accessibility and 94% of the respondents would want that transportation

be provided for them. This means that the transportation that will be provided, will

make people avail of the service more and those who did not want to avail of the

service because of the distance of the location from the city would avail of the

service because it is now accessible.

The customers will be given the option whether or not to avail of the

transportation offered by the packages because there are those who have their

own transportation.

IX. Direct and Indirect Competitors

Considering that this activity is an outdoor sports activity, the project have at

least considered and determined two established competitors that will be

competing with the project. One competitor, identified by the DENR, as directly

competing with the project that offers the same outdoor activity with the project

as well, is the Victoria Cave located east coast of the city in Barangay Victoria.

Another competitor indirectly competing with the project that offers outdoor sports

activity as well, is the Zamboanga Ecozone Zip line located west coast of the city

in barangay San Ramon.

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X. Demand and Supply

A. Demand Situation

As most of the people, particularly the ones who can’t afford to travel

and pay for experiences and once in a lifetime adventures, have not yet

experienced at least paying for an experience involving outdoor sports. If

some have tried, it may be in places such as Manila, Cebu, Davao, and other

places located far away from the city and it may only be either hiking or

mountaineering.

Table 12: Demand

Demand2012 2013 2014 2015 2016

28,652 32,950 37,892 43,576 50,112See Annex A.16

From the survey conducted and from the reality of seeing where and

how people experience outdoor sport, guests, particularly, college students –

target market, would be willing and capable to experience a new, accessible

and affordable outdoor sports activity called spelunking, which this project

offers. The interest of trying the said sport and wanting to experience it here

in the city, gives a clear view of the demand of the project.

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B. Supply Situation

Zamboanga is a city abundant with natural resources and beauty.

Mostly, these natural resources can be found in barangays that are far from

the city proper. Gifted with must seen natural resources, is the Barangay

Lamisahan. And the caves found within this barangay are a great example of

its natural beauty.

According to the DENR, this project will be the second project to offer

the spelunking outdoor sports activity here in Zamboanga City. The first to

offer this activity in the city is the Victoria Cave, which will be the projects

direct and only competitor. The market of the project will depend on the

demand that is unsatisfied by the supply of the project’s direct competitor.

The Victoria cave has a capacity of 20 persons daily and a total of 7,456

persons annually.

Table 13: Supply

Supply2012 2013 2014 2015 20167,456 7,721 7,996 8,281 8,576

Supply will increase by 3.56% annually.

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C. Demand and Supply Analysis

Table 14: Demand Unsatisfied

Demand Supply GAP2012 28,652 7,456 21,1962013 32,950 7,721 25,2282014 37,892 7,996 29,8962015 43,576 8,281 35,2952016 50,112 8,576 41,536

See Annex A.16 and table Table 13

The table above shows the demand for the project, supply of the project’s

competitors and the GAP. The GAP is the demand unsatisfied by the

competitors, which will be the market of this project.

Based on the current situation of the demand and supply of the project, it

can be concluded that, there is still a high demand that is unsatisfied by the

project’s competitors, which would mean that there is still market for the project.

D. Projected Demand and Projected Supply

Table 15:

Projected Demand Projected Supply2012 16,333 3,875 2013 18,652 3,875 2014 22,103 3,875 2015 21,634 3,875 2016 30,709 3,875

See Annex A.6 and A.13

The table above shows the projected demand and projected supply of the

project. The projected demand of the project was taken from the demand

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unsatisfied by the project’s target competitors (See table #14), to be able to get

the projected demand, the researchers filtered out the demand unsatisfied with

the percentage of the market that are capable and willing to pay the activity’s

selling price. The project will operate three(3) operating days a week, operating

days will be Fridays, Saturdays and Sundays. The daily capacity of the project

will be a total of 25 persons a day, three of the caves found in the area will be

used and operated for the service; each cave has a capacity of 5 persons with

the exclusion of the 2 members that will be accompanying the guests when

entering the cave. The project will have three (3) tours in the morning, prioritizing

guests who chose the cave package and cave-waterfalls package with

transportation. Two (2) tours will be accommodated in the afternoon, prioritizing

guests who chose the cave package and cave-waterfalls package without

transportation. The business will not operate during rainy days for the safety of

the guest and members of the association. The projected annual supply of the

first year is 2,385, the annual supply of the service is supposedly 2,790 but since

the business will not operate during rainy days, the average monthly rainy days

(See Annex A.6) will be subtracted to 2,790. The supply of the project will

increase by 15% to be able to cater the growing demand of the activity.

The project usually operates three (3) days a week which are Fridays,

Saturdays and Sundays, including the lean days. But during the peak seasons

which are the Semestral-break (Last two (2) weeks of October) and summer

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season (Last two (2) weeks of April and last two (2) weeks of May), the project

will operate seven (7) days a week (See Annex A.6).

XI. Critical Issues

1. The known and unknown hazards of going inside the cave.

- Of course, in some cases, hazards such as falling cave

formations, presence of bad air, etc., especially those that are

unknown may occur inside the caves. This becomes a critical

issue because guests and as well as the people involved in this

project may not be very aware of this. So there would always be

perceptions of the risks involved in participating in this kind of

outdoor activity. To avoid this, inspection of the caves will be

done every week of operation and on the day of operation,

before the activity starts and safety equipments will be provided.

This is at least to make sure that the caves are cleared of

possible hazards before it will be entered for the activity and

guests and members entering the cave will be ensured of their

safety respectively.

2. Being a new entrant in the market.

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- Being a new entrant in the industry always pose a threat to

projects such as this. It becomes a critical issue because

potential customers may not always have the interest of trying

or acquiring the services of new entrants since the project is

new to them - guests are hesitant. There is a perception that

new entrants of products and services are not yet tested and

potential customers are concerned on the quality of the product

or service that these new entrants offer. Spelunking may

already be present but not all or most of the people who do not

do outdoor sports may totally be aware of this. So the project is

faced with the same dilemma. To avoid this, the project will

make advertising strategies (e.g. tarpaulins, direct marketing,

facebook) that will help the service inform and prove its quality

as providing a good spelunking activity to its market.

3. The cave being located in a far- flung area.

- Accessibility is always an important factor for customers. They

become more interested if the establishments they go are

accessible at a low cost. This becomes a critical issue since this

project is located in a far-flung area and only accessible with

transportation. To avoid this, transportation will be provided for

the benefit and convenience of the guests. Guests will have the

29

option or whether or not to avail of the packages with

transportation.

4. Abundance of caves in Zamboanga City.

- There are a lot of discovered and undiscovered caves in the

city. These caves may either mean that there is always a

possibility that sooner or later, these caves may be established

and known to the public, which may compete with the project –

which may possibly attract the interest of our target market and

result in losing a number of the project’s potential customers. To

avoid this, promotional activities such as discounts and feed

backing will be provided to retain and attract customers. Safety

equipments provided may also be one way to prove to the

market that the project wishes to provide the safest way in how

the service will be offered,

XII. Goals, Objectives, and Strategies

30

A. Goals and Objectives of the Study

1: To be able to formulate strategies to overcome critical issues.

Objectives: To be able to come up with solutions that would overcome

unexpected problems in the business. Strategies that will, though may not

totally eliminate these issues will progressively avoid and effectively

overcome such issues.

2: To be able to penetrate the market with the use of promotional strategies.

Objectives: To be able to come up with strategies that would catch the

attention of its market, that would build the interest and desire of the

market with the use of carefully planned strategies within the first year of

operation. Lastly, to make use of promotional strategies that would

effectively build the desire and interest of the market on the service

offered to ensure that the money spent is worth every penny.

3: To increase sales annually.

Objectives: To come up with ideas that would attract and acquire more

customers frequently.

B. Marketing Strategies

31

A. Service

Safety of the activity/ customers

One of the major concerns in spelunking is safety, people are

hesitant to try such service because of the dangers attached to it and

some of the stereotypes that people have of caves. That is why the

researchers focused on this aspect of spelunking to ensure the safety of

the cave goers and to assure the project’s potential market that their

safety is the service’s number one priority.

To ensure the safety of cave goers, safety equipments essential for

spelunking will be provided. Safety equipments provided are the following:

safety helmets, gloves, ropes, and flashlights. Also, the rescue and

security members will be accompanying the cave goers; the member is

qualified and equipped with a first aid kit and all the necessary equipments

needed for emergencies. Project will as well be informed of the weather

conditions of the city to be ensured of the safety of the guests and the tour

itself ahead of time from the Davis weather station in ADZU so the project

will know if it will proceed with operation or not.

Inspection of the caves will be conducted before the arrival of the cave

goers to ensure that the cave is free from potential dangers (e.g. falling

cave formations, snakes, etc.).

Packages

32

There are two packages the customers can choose from the following

are: the Cave Package and Cave-Waterfalls Package. Each package will

also be composed of the with transportation and without transportation

package. The Cave Package is composed of a half-day spelunking

activity inside the 3 caves of Lamisahan. While the Cave-Waterfalls

Package is composed of a half-day spelunking activity and the other half

of the day will be spent in the Lamisahan Waterfalls.

Cave Features

CAVE

Cave is one of our natural features and should be protected. Because of their

slow and gradual formation that takes thousands of years, sediments are

deposited, beautiful calcite formations build up, and various creatures find a

33

home. A lot of our caves have been vandalized by careless visitors or damaged

by poorly planned commercial development. Such destruction is a crime against

nature and there is a moral responsibility on the part of everyone using this

environment for their enjoyment to ensure its preservation for others. All of us,

therefore, should try to prevent the destruction of these natural wonders.

Republic Act 9072 dated April 08, 2001, otherwise known as the National Cave

and Cave Resources Management and Protection Act mandated the Department

of Environment and Natural Resources (DENR) to formulate, develop and

implement a national program for the management, protection and conservation

of caves and cave resources.

34

STALACTITES

A stalactite is a speleothem hanging downwards from a roof or wall. Every

stalactite begins with a single mineral-laden drop of water. When the drop falls, it

deposits the thinnest ring of calcite. Each subsequent drop that forms and falls

deposits another calcite ring. Eventually, these rings form a very narrow, hollow

tube commonly known as a "soda straw" stalactite. Soda straws can grow quite

long, but are very fragile. If they become plugged by debris, water begins flowing

over the outside, depositing more calcite and creating the more familiar cone-

shaped stalactite. Stalactites can also form on concrete, and on plumbing where

there is a slow leak and limestone (or other minerals) in the water supply,

35

although they form much more rapidly there than in the natural cave

environment.

STALAGMITES

A Stalagmite is a type of speleothem that rises from the floor of a limestone cave

due to the dripping of mineralized solutions and the deposition of calcium

carbonate. This stalagmite formation occurs only under certain pH conditions

within the underground cavern. Stalagmites should normally not be touched,

since the rock buildup is formed by minerals precipitating out of the water

36

solution onto the old surface; skin oils can alter the surface where the mineral

water will cling, thus affecting the growth of the formation. Oils and dirt from

human contact can also stain the formation and change its color permanently.

COLUMNS

Columns are formed by the unions of stalagmites and stalactites. As compound

cave formations, they include among their ranks the tallest free-standing

speleothems in the world.

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RIMSTONE DAMS

A RIMSTONE Dams is a type of speleothem (cave formation) in the form of a

stone dam. Rimstone is made up of calcite and other minerals that build up in

cave pools. Rimstone dams form where there is some gradient, and hence flow,

over the edge of a pool. Crystallization begins to occur at the air/water/rock

interface. The turbulence caused by flow over the edge of the building dam may

contribute to the out gassing or loss of carbon dioxide from water, and result in

precipitation of mineral on this edge. When dams form under running water, they

tend to be higher when the passage is steeper. Shallow-gradient dams tend to be

lower and more sinuous in nature. Rimstone is one of the most common cave

formations, after flowstone, stalactites, and stalagmites.

38

FRUIT BAT

(www.mongabay.com)

The cave is populated by giant fruit bats and cave bats that emerge from the

caves to forage for food with the descent of the dusk. One must be extremely

cautious and must avoid making noise that will disturb the bats. When disturbed,

bats are known to fly about in frenzy. Bat Cave is a series of small caves leading

to the actual Bat Cave which is also easy to get to by land.

Bat Caves in Philippines is a famous tourist attraction in Philippines. Bats, like

humans, are mammals. That is, their young is born alive and nourished by the

mother. But unlike people, bats, particularly cave bats, hate the light and the

39

noise. This is why they are also nocturnal, that is, they are awake at night and

are asleep during the day.

CAVE CENTIPEDES(www.ouramazingplanet.com)

Centipedes normally have a drab coloration combining shades of brown and red.

Centipedes are Cavernicolous (cave-dwelling) and subterranean species may

lack pigmentation and many tropical. Centipedes can be found in a wide variety

of environments. Centipedes are only capable of discerning light and dark, and

not of true vision. Indeed, many species lack eyes altogether. In some species

the final pair of legs acts as sense organs similar to antennae, but facing

backwards. Unusual sense organs found in some groups are the organs of

Tömösvary. These are located at the base of the antennae, and consist of a disc-

40

like structure with a central pore surrounded by sensory cells. They are probably

used for sensing vibrations, and may even provide a sense of hearing.

SCORPION(www.scubadivingmalta.com)

They have eight legs and are easily recognized by the pair of grasping claws and

the narrow, segmented tail, often carried in a characteristic forward curve over

the back, ending with a venomous stinger.

41

CAVE SPIDER(www.zooniversity.org)

Cave Spiders can be found in almost any dark, damp space. They tend to be an

earthy color, and are not very big. Cave Spiders are grey, green or brown in color

and have a rounded, dotted belly as well as eight hairy legs. They have two eyes,

located on either side of their head to provide half circular vision. They have two

bite blades, located at either side of their mouth. These are used to cut up their

food before it enters the mouth. The segment closest to the spider’s mouth bears

a sharp plate with jagged edges that are used for cutting and crushing food.

Cave Spiders can grow up to 2 and a half palm spans and their size is dependent

on the region where they live.

B.Place

Distance

The Lamisahan caves are located in the east coast of the city

approximately 25 kilometers from city proper. To make the service

42

accessible to its market, transportation will be provided for guests

who don’t have their own private vehicles and who wish to take

advantage of the package offering the transportation at a very

affordable price, going to Lamisahan and back to the city; the

transportation will be available in both the cave package and the

cave-waterfalls package. Guests will decide on whatever package

they may desire.

C. Promotion

Advertising

To inform the market of the existence of such service, some

strategies will be used and these are as follows:

1. Tarpaulin

A standard-sized – 6x8 sq. ft. tarpaulin about the

service will be distributed and hanged inside the

campus of schools and universities, particularly Ateneo

de Zamboanga University, Western Mindanao State

University, Universidad de Zamboanga and Pilar

College to increase the awareness of the market. The

tarpaulin will include information about the cave,

pictures of the cave and spelunking, lastly, contact

information for inquiries and reservations. These

43

tarpaulins will be replaced by new ones every year.

(See Annex B.3)

2. Social Networks

ZamboLaSSS will utilize social networking site to

advertise the spelunking activity located in Barangay

Lamisahan. The official facebook page is,

www.facebook.com/ZamboLaSSS. ZamboLaSSS

believes that more customers will at least know about the

service if the social networking starts. Information about

the service as well as contact information for inquiries

and reservations may also be relayed to the market. This

kind of strategy is already working in the current scenario

as many businesses conduct their businesses through

the web. The internet has made it possible for

businesses to market their service in a very cost-

sensitive and convenient manner (See Annex B.4.).

3. Discounts

During lean days - this includes the month of January to

February and June to September, Discounts, particularly

30% will be given to the first ten (10) persons to make

reservations for the activity, for the first week of

operation, every month. The discount will be offered as

44

these will be the days where the project will be seeking

the interest of the market more since these months

comprise of the days of classes. This will also give the

market the interest or motivate them in undergoing the

activity as they will get the same quality service that is

offered at a lower cost. (See A.18)

Direct Marketing

One of the officers or one of the tour guides will be visiting

schools particularly, ADZU, WMSU, Pilar and UZ to

advertise the service to its market directly. Offices such as

the Social Awareness and Community Service Involvement

(SACSI) and Student Government for ADZU, The Dean of

College of Physical Education, Recreation and Sports

(CPERS) and Student Government for WMSU, and Student

Government for Pilar and UZ. These offices have access to

the appropriate people, events, classes and students that

this service may be advertised in the four schools. The

visitation will be conducted a week before the semestral

break and summer break, because during these times

students are eager to have some sense of fun and

adventure after being so busy with school work. During the

visit the officer or the tour guide will be showing pictures of

45

the cave, explain to them what spelunking is, what packages

are offered, when they can avail of the service, how to

contact and make reservations etc.

C. Price

A. Cave( w/o transportation)

Labor(Maintainance) 10,080 A.7Electric Bills 3,552 A.9Communication Expense 7,188 A.8Depreciation 24,265 A.11Total Cost 45,085Divided by potential customers/year 3,875 A.6Cost/customer 12 Mark up 35 Selling Price of Cave Package 50

Table 16: Projected Selling Price for the Cave Package( w/o transportation)

2012 2013 2014 2015 2016

50 55 61 67 70Selling Price will increase by 10% annually

46

B. Cave (w/transportation)

Labor(Maintainance) 10,080 A.7Electric Bills 3,552 A.9Communication Expense 7,188 A.8Depreciation 24,265 A.11Total Cost 45,085Divided by potential customers/year 3,875 A.6Cost/customer 12 Mark up 35Cave Package 50 Add: transportation cost/customer 21 A.22Selling Price of Cave Package(w/transportation) 71

Table 17: Projected Selling Price for the Cave Package (w/transportation)

2012 2013 2014 2015 2016

77 83 84 91 95Selling Price will increase by 10% annually

C. Cave-Waterfalls (w/o transportation)Labor(Maintainance) 10,080 A.7Electric Bills 3,552 A.9Communication Expense 7,188 A.8Depreciation 24,265 A.11Total Cost 45,085

Divided by potential customers/year 3,875 A.6

Cost/customer 12

Mark up(100%) 35

Cave Package 50

Selling Price (Waterfalls) 50

Selling Price of Cave-Waterfalls Package 100

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Table 18: Projected Selling Price Cave-Waterfalls (w/o transportation)

2012 2013 2014 2015 2016

100 105 111 117 120Selling Price of the Cave Package increases by 10%; selling price of the waterfalls remains constant.

D. Cave-Waterfalls (w/ transportation)

Labor(Maintainance) 10,080 A.7Electric Bills 3,552 A.9Communication Expense 7,188 A.8Depreciation 24,265 A.11Total Cost 45,085

Divided by potential customers/year 3,875 A.6

Cost/customer 12

Mark up(100%) 35

Cave Package 50

Selling Price (Waterfalls) 50

Cave-Waterfalls Package 100

Add:transportation cost/customer 21 A.22

Selling Price of Cave-Waterfalls (w/transportation) 121

Table 19: Projected Selling Price for the Cave-Waterfalls Package (w/transportation)

2012 2013 2014 2015 2016

121 127 134 141 145

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Selling Price of the Cave Package increases by 10%; selling price of the waterfalls remains constant

D. Projected Sales

Year Sales Less: Sales(Waterfalls) Total Sales2012 233,262 64,700 168,562

2013 247,619 64,700 182,919

2014 264,393 64,700 199,693

2015 281,167 64,700 216,467

2016 290,690 64,700 225,990

See A.21(Sales Waterfalls)

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Marketing Implementation

Table 20: Action Plan:

MARKETING STRATEGIES

IMPLEMENTATION WHERE TO BUY/SERVICE PROVIDER

PERSONS RESPONSIBLE

TIME FRAME BUDGET

1. Safety Equipments and training of the members (e.g. tour guide, and the rescue and security)

a. A letter requesting for the assistance of the Department of Environment and Natural Resources to access the caves will be made and sent to the DENR, to be able to find out whether or not the caves are safe for spelunking.

b. Wait for the response from the DENR for the schedule of the assessment.

b. Assessment will be done and at the same time a barangay resolution should also be made. A resolution

IMPLEMENTATION

a. N/A

b. DENR

b. DENR and the LGU

WHERE TO BUY/SERVICE PROVIDER

a. Project Manager

b. Project Manager

b. Project Manager and the LGU

PERSONS RESPONSIBLE

a. 1 week

b. 1 week

b. 1 month

TIME FRAME

a. N/A

b. N/A

b. N/A

BUDGETMARKETING STRATEGIES

50

that will permit the operation of the project.

c. After the assessment of the cave has been done, training of the members who will be part of the spelunking activity will be trained by the Department of Environment and Natural Resources and the Department of Tourism.

d. Basic rescue and medical training will be given to the three tour guides and rescue and security members.

e. Safety equipments will be bought here in Zamboanga City. (See Table 15) for complete list of equipments.

c. DENR and DOT

d. HEMS

e. HABAGAT

c. DENR and DOT

d. HEMS and Eco-tourism committee

e. Eco-tourism committee

c. 1 month

d. A month before the start of operations.

e. A month before the start of operations.

c. 3,000 (A.17.1)

d. Php 8,250.00(A.17.2 & A.23)

e. Php 158,255(Table 23 & 24)

MARKETINGSTRATEGIES

IMPLEMENTATION WHERE TO BUT THE SERVICE/ SERVICE

PROVIDER

PERSONS RESPONSIBLE

TIME FRAME BUDGET

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2. Transportation a. Look for a jeepney driver from the Barangay Lamisahan.

b. Come up with an agreement with the price and schedule and discuss necessary information and condition about their service.

a. N/A

b. N/A

a. Project Manager or any of the members of the committee given authority by the project manager.

b. Project Manager or any of the members of the committee given authority by the Project Manager.

a. A month or two months before the start of operations.

b. A month or two months before the start of operations.

a. N/A

b. N/A

3. Direct Marketing

a. Make and send the letter addressing the schools concerned (ADZU, WMSU, PILAR, UZ) about the agenda of such visit.

b. Wait for the response and the permission to conduct the particular advertising activity.

c. Go to each of the

IMPLEMENTATION

a. N/A

b. N/A

c. N/A

a. Secretary

b. Secretary

c. Project Manager

PERSONS RESPONSIBLE

a. 3 weeks before the semestral break and summer break.

b. 3 weeks before the semestral break and summer break.

c. 3 weeks

TIME FRAME

a .Php 578.00(A.15.2)

b.N/A

c. Php 1234.00

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MARKETINGSTRATEGIES

WHERE TO BUY THE SERVICE/ SERVICE

PROVIDERBUDGET

(A.15.2)

schools and visit necessary offices for start of such activity.

with two of the tour guide members of the committee given authority by the project manager.

before the semestral break and summer break.

4. Facebook a. Gather pictures and information of the service.

b. Make a facebook page.

a. Facebook

b. Facebook

a. Project Manager or any of the members of the committee given authority by the project manager.

b. CCES

a. A month after the start of operations.

b. a. A month after the start of operations.

a. N/A

b. N/A

5. Discounts a. inform the secretary and treasurer of the discount to be offered and the process in which how and when the discount will be given.

b. secretary will inform CCES about the discounts to be informed by them through FB.

c. inform the market through tarpaulins and

a. N/A

b. N/A

c. N/A

a. Project Manager

b. Secretary

c. Project Manager or any of the

a. a month before the start of lean season. (jan. to feb. and june to sept.)

b. a. a month before the start of lean season. (jan. to feb. and june to sept.)

c. a. a month before the start

a. N/A

b. N/A

c. Php 5,652.00(A.15)

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direct marketing as well. members of the committee given authority by the project manager.

of lean season. (jan. to feb. and june to sept.)

6. Tarpaulin a. make the design or the layout. (see annex B.3)

b. have the design and layout approved by the project manager. c. print the tarpaulins.

d. Distribute the tarpaulins in ADZU, WMSU, UZ and Pilar.

a. Greenlane

b. Greenlane

c. Greenlane

d. N/A

a. Project Manager or any of the members of the committee given authority by the project manager.

b. Secretary

c. Greenlane

d. Project Manager or any of the members of the committee given authority by the project manager.

a. a month before operation.

b. a month before operation.

c. a month before operation.

d. a month before operation.

a. Php 3,840.00(A.15.1)

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XIII. Recommendation

Currently, the association holds and operates two existing projects. And

mostly or all of the data that they have in terms of the technical, management,

financial, and marketing aspects are based on these existing projects – the

Bukayo and Achara Production. The researchers have used the existing data

necessary for this project that the association has under each aspect and

have included the recommendations in relation to the new project.

1. Management Aspect

There are four current committees under the organizational chart of the

association. The two existing projects are under one committee namely the

Livelihood Programs Committee. Other than these two existing projects of the

association, this project will also be included in the association’s list of

projects. Accordingly, a requirement of creating another committee for the

new project is recommended.

Currently, the association is constructed, and each member’s task and

responsibility, particularly the officers are identified with an organizational

chart. The organizational chart of the association is shown below:

55

A. Recommended Organizational Structure (Service)

This new committee structure that will be added to the

organizational structure of the association will provide a clearer framework

to the people in ZambolaSSS who are involved in this service. The new

committee will be named the Eco-tourism Committee. This committee will

56

be headed by the Project Manager, assisted by the Secretary and

followed by the Treasurer. The members under this committee will

comprise of the Tourist Guides, and the Rescue and Security. The new

committee and each person’s task and responsibilities are shown below.

57

Project Manager

Secretary

Treasurer

Members

(3) Tour Guide

(3) Rescue and Security

B. Job Specification and Job Description

The ZamboLaSSS will hire new employees that are needed and were

mentioned in the chart above. And these are as follows:

Table 21: Job Description and Job Specification

Position No. of Employees

Job Description Job Specification

Project Manager

1 -Leads employees, directs business operations and ensures that overall objectives and tasks are accomplished.-Conducts evaluations of the committee’s performance as a whole and check for improvements or down falls.

-He/ she should be of legal age, in good moral character, resident of Barangay Lamisahan, and has concern and dedication to work for other members.-Should have a wide variety of strategic experience and the ability to execute plans efficiently and within budget.

Secretary 1 -Prepares and manages correspondence, reports and documents.-Accountable for appointments and scheduling properly on the days and times specified for the reservation of the spelunking activity, as

-He/ she should be of legal age, in good moral character, resident of Barangay Lamisahan, and has concern and dedication to work for other members.-Proficient in spelling, punctuation, grammar and other English language skills.

58

well as reminding people of these appointments.

Treasurer 1 -Maintains an overview of the organization's affairs.-Ensuring its financial viability and that proper financial records and procedures are maintained.-Issues the receipts to the guests, in which the latter may choose either Cave Package or Cave-Waterfalls Package.-The one who will receive the payment of the guests.

-He/ she should be of legal age, in good moral character, resident of Barangay Lamisahan, and has concern and dedication to work for other members.-Should understands and accept of the legal duties, responsibilities and liabilities of trusteeship.

Tourist Guide

3 -Escorts the group/s on sightseeing and exploring on the cave.

-Monitor visitors' activities in order to ensure compliance with establishment or spelunking regulations and safety practices.

-He should be of legal age, in good moral character, resident of Barangay Lamisahan, and has concern and dedication to work for other members.-Should have excellent communication skills, including the ability to speak and read whatever languages are necessary to communicate with the visitors.-Should have sufficient knowledge on the cave

59

they are assigned to.Rescue and

Security3 -Preserves life by

providing lifesaving first aid.-Performs the first medical assessment and care on an injured or sick person.-Maintains the peace and order in Barangay Lamisahan, ensuring safety of its own inhabitants and deputized by the local chairman.

-He/she should be of legal age, in good moral character, resident of Barangay Lamisahan, and has concern and dedication to work for other members.-Has preferred experience includes teaching basic first aid and life support procedures.

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C. Profit Sharing

50% - workers of the said project

40% - owners of the caves

10% - Association

The researchers recommend the data shown above to provide for the

profit of the benefiting parties of this project. 50% of the profit earned will be

given to the workers of the said project to serve as a powerful incentive for

the employees’ contribution in working for the association. 40% will be given

to the owners of the caves, the persons who own the property where the

caves for the project stand to give them a reason to allow the project in

utilizing their property and for opening it to the public. 10% will be given to the

association for continuously supporting and managing the project, they shall

use their shares for the benefit of their barangay and to the growth of their

association. Since the projected income doesn’t meet the minimum amount to

be subjected to tax, the project will no longer deduct tax into the net income

because the project is considered tax exempt. This is recommended to

equally distribute and fairly provide for all the parties who should be provided

for and should be benefited from the project.

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D. Training Programs

The ZamboLaSSS will undergo training before the operation will begin. All

employees will undergo training which will be given by the Department of

Environment and Natural Resources (DENR). Training will comprise of the

necessary activities that all employees and guests of the projects should

undergo and know. The DENR will provide the necessary information

regarding the number of days needed and the training programs that each

employee should undergo specifically.

Such activities may be, the giving of orientation before every activity will

begin, proper behavior inside the cave, use of proper equipments, proper

ways of executing the sport activity and the safety methods and rescue

process.

The tour guides, specifically, will undergo training by the Department of

Tourism (DOT) as well. Training that only the tour guides should and need to

undergo to exercise proper way of tour guiding. Local trainings such as:

Generic training and Specialized Guiding. The DOT will provide the

necessary information regarding the number of days needed and where it will

take place.

Lastly, the rescue and security members will undergo training in

General Hospital, Zamboanga City which will be given by The Health

Emergency Management Staff (HEMS). It includes local trainings such as:

62

63