Axis_@board

O_O

Wed, 13 Apr 2011 11:49:08 -0400

-too scared of facing the camera… as if it is going to eat me up alive…

haha!!

(><,)

Mon, 14 Mar 2011 01:12:00 -0400

><,

Mon, 14 Mar 2011 01:06:57 -0400

BREAK!!!!

Mon, 14 Mar 2011 00:51:25 -0400

(^^,)v

Mon, 07 Mar 2011 00:04:26 -0500

(^^,)v

Sun, 06 Mar 2011 23:52:15 -0500

Marikina News

Sun, 06 Mar 2011 23:43:00 -0500

Marikina News:

You can find updated news about Marikina in this site. Marikina News is the longest running community news in marikina.

MN is the longest-running local newspaper in Marikina Valley. Owned by the Dulay Clan of Marikina Valley, it was founded to abolish “Marikina Apartheid” and promote equal political opportunities to all residents of the city.Five Chairmen has led the paper: Dr. Jimmy Trinidad who died in office; Judge Ricardo Diaz, Atty.Cesar Turiano who became Grand Knight of the Knights of Columbus; Dr. Fabian Cadiz who was elected Number One Councilor of Marikina and Romeo Balasta who migrated to Illinois.The paper declared its victory over “Marikina Apartheid” when Marides Carlos Fernando of Bulacan ancestry was elected Mayor of Marikina, Del de Guzman who is residing in Taytay, Rizal province, was elected Congressman and; Dr. Fabian Cadiz and Councilor Donn Favis, who are of Bicolano and Ilocano ancestry respectively, were elected number one councilors of their respective districts. Bayani Fernando, who is considered a folk hero of Marikina Valley, himself was born in San Juan. With that resounding victory against “Marikina Apartheid”, Marikina News decided to shift into the internet and face the global audience, but promised the city that it will resume circulation should there be dominant forces backsliding to “Marikina Apartheid” .

source: sites.google.com/site/dulayclan/

(^^,)v

Sun, 06 Mar 2011 23:31:19 -0500

dont make things hard for you… take it easy..hahaha…!!!

Nice Girls Don't Live Forever

Thu, 03 Mar 2011 03:10:20 -0500

(^^,)

bored///haha

Mon, 28 Feb 2011 04:28:03 -0500

(^^,)v

Mon, 28 Feb 2011 04:25:26 -0500

break break break!!!!hahha

another Argeneau novel??wahhh!!!

Mon, 28 Feb 2011 03:43:15 -0500

hahah…..

soon pa lang din… hahah….lablab…

books books booookss!!!!!XD

Mon, 28 Feb 2011 02:56:58 -0500

hope to buy you soon…haha

Still waiting..hahaha XD

Strategic Management (STRAMA) Paper -group members

Sun, 27 Feb 2011 22:37:01 -0500

Strategic Management (STRAMA) Paper

Leader: Mantaring, April J.

Assistant Leader: Tago, Aisha

Secretary: Faune, Sarah Sheineil

Members:

Esteban, Aldrin

Ferreras, Lawrence

Elago, John Wilmer

Gutierrez, Adrianne Cedrix

Moncada, Emil Ralph

Strama Paper (Rajah Travel and Tours)

Sun, 27 Feb 2011 22:35:57 -0500

Acknowledgement

This paper would not have been possible without the guidance and the help of the following who in one way or another contributed and extended their valuable assistance in the preparation and completion of this study.

First and foremost, we would like to thank God Almighty for giving us the knowledge in order for us to finish this paper successfully and for His guidance to us throughout the making process of this paper.

Secondly, we would like to extend our deepest gratitude to our dear parents for the support and love they are giving us. Support in terms of both financial and non-financial matters.

Thirdly, to our dearest professor in Strategic Management, Mr. Sofronio “Toti” Dulay for the unwavering support, guidance, and patience he has shown us. He always encourages us in all way that he could offer and also for inspiring us by his words of wisdom. Sir, our deepest gratitude to you.

We would also like to thank the Securities and Exchange Commission for the financial statements that we had used throughout this paper. Also, the computer shops that we had gone through just to accomplish this paper successfully and efficiently.

Next would be our dear classmates and friends to whom we would like to thank for their undying support and understanding for us. They had been with us until we finish this paper giving us criticism and suggestions for the better result of this paper.

Lastly, we would like to thank ourselves for a job well done upon finishing this paper successfully, without our greatest efforts and willingness, we would not have been accomplished this paper.

I. Executive Summary

The travel agency industry is young, dynamic, and in a relatively constant state of transformation and growth. Travel agency refers to selling travel-related products and services, by representing third part suppliers, such as airlines, hotels, car rentals, sightseeing tours etc.

Companies in the Travel Agency industry are comprised of companies primarily engaged in providing specialized travel arrangements on behalf of other people either for business or leisure purposes. These arrangements may include air travel, ground travel (such as bus and rail), cruises, car rental, hotel accommodation and organized tours. Typically, people will choose to use a travel agent when they want a higher level of personal service, such as advice and recommendations, and more specific travel arrangements.

Rajah Travel Corporation is the market leader in the industry of travel management being supported by its market share. Rajah Travel Corporation has more edge and is successful in providing competitive advantage among other rival companies. Even though some companies are making its entrance on this industry and also with the growth of other competitors. But it should not be of great confidence that others might have the chance to surpass them because there might be the chance of falling down in this industry.

Rajah Travel Corporation should be able to maintain and improve its current position in the market to be able to operate continuously with having success. This can be done by capitalizing on their strengths and opportunities and improving its weaknesses and threats that should be avoided.

With the use of different techniques as a result of the analysis and matrices that have been done, the researchers have found out what factors should be further develop and use that may help strengthen its market share and expand its position.

RTC must pursue market penetration by the use of its high market share to attract more customers through performing, having more advertisements and other promotional campaigns by means of television, radios, newspapers, magazines and internet. Strong customer loyalty would also be a great advantage for them to have more customers by offering incentives and more discounts to these people.RTC should also consider doing market development. With this, they should identify other potential market that will enable them to grow more and expand in the market. They should continuously seek more ways to offer great services to their customers so as to assure customer loyalty.

Rajah Travel Corporation should perform the strategic recommendation so as to gain success with effective planning, implementation and control of the proposed strategies, we, the researchers believe that Rajah RTC will be able to surpass its weaknesses and further be develop. The Rajah Travel Corporation can also improve and possibly retain its position in the market for the coming years by successfully performing these strategies.

II. Introduction

Rajah Travel Corporation along with the rest of the Rajah Group of Companies recently celebrated its 38th year of existence. Established in 1972, It has always been a BSP/IATA-approved travel agency that concentrates on international and domestic ticketing and reservations, wholesaling of tour packages and consolidating for airlines.

Rajah Travel has an international affiliation with Carlson Wagonlit Travel and has been part of the CWT Network since 1995, through which it had optimized its ticketing capability, as well as benefited from the acquisition of several Global and Regional Clients. Complementing its service to corporate clients, Rajah Travel is offering unique and affordable tour packages within the Asia Pacific Region, Europe, North and South America.

At present, RTC is Philippines’ General Sales Agent for Insight Vacations PTE LTD since 1982 and Contiki Tours International, Limited since 1997, two of the largest motorcoach operators in Europe. It is also the Preferred Sales Agent for Norwegian Cruiselines, Star Cruises, and Silversea Cruiselines. It is also a consortium member of various airline programs.

Rajah Travel Corporation has a long-standing partnership with embassies and government entities with which it is accredited. Its embassy accreditation are Embassy of Japan in which it is one of only 5 accredited agencies under Category A, Embassy of the Republic of Singapore in which it is one of only 4 accredited agencies, Embassy of the Federal Republic of Nigeria, and Embassy of the People’s Republic of China. It is also accredited by the Department of Tourism, the Department of Foreign Affairs, the Bureau of Immigration, and the National Statistics Office.

RTC’s achievements have been recognized through its existence and has received a host of Top Producer Awards from various airline and tourism organizations. Some Top Producer Awards are Air France / KLM, Cathay Pacific, Cebu Pacific, Northwest Airlines, Philippine Airlines, Qantas Airways, and Singapore Airlines. International Awards includes Best Travel Agency - Philippines for the years 2005, 2006 & 2007 in which it was voted by readers of Travel Trade Gazette (TTG) and TTG MICE, and also it was voted by readers of Travel Weekly as Best Travel Agency - Philippines 2007 in

which it was the first ever recipient of this award.
III. Internal Assessment

A. VISION/MISSION

Rajah Travel envisions itself to be the leading Travel Agency in the travel industry providing efficient and effective services to its customers. It is seeking for excellence in service and will provide quality service at a cost that will enable it to remain competitive. It continues to develop comprehensive travel products and aggressively solicit new and growing target groups. It aims to expand more its relationship with airlines, charter flight operators, hotels, tour operators and travel agents within Philippines as well as in overseas. Also, it aims to develop better rapport with corporate clients, senior government officials, secretaries and supportive agents.

B. Corporate Officers

Alejandra C. Clemente

President and chairman of the Rajah Group of Companies (RGC)

Jose Clemente lll

Rajah Tours President.

Marilen Clemente

Assistant Vice President for Finance.

Aileen Clemente

Rajah Travel President,

Alex Clemente

Manages the 24-year-old Rajah Travel overseas office in San Francisco

Shigeki Fua

Supervises the overseas office in Japan

C. Corporate Values

Rajah Travel Corporation achieves its high standard by focusing on its service, its people, innovation, integrity, accountability and consistency. These are the core values that sum up its philosophy.

· Changing people’s lives – it’s the very core of the company culture, the essence of who they are, and the driving force behind everything they do. The way they see it, change is the key to innovation, and people are the key to change. Their goal is to ensure an authentic and unforgettable life-changing experience for everyone.

· Lead with service – Their passion for travel is rivaled only by their commitment to those they serve. From helping the travelers choose the perfect trip, to providing them with the most authentic life-changing adventure possible, they go out of our way to ensure a travel experience unlike anything they’ve ever imagined.

· Do the right thing - The foundation of our success is built on one very simple principle: Do the right thing all the time, every time.

· Embrace the bizarre – They encourage the staff – and their travelers – to embrace the bizarre, step off the beaten path and boldly embark down the road less traveled. It’s the reason our company culture celebrates individuality, champions diversity and inspires fearless innovation.

· Create happiness and community- More than a company, they’re a family – a family of diverse individuals united by a profound respect for, and enthusiastic belief in, not only their values, but each other. This unique combination of respect and enthusiasm prevents them from losing sight of what matters most – community, people, cultural exchange – and reminds them that creating happiness is a privilege we all share together.

Rajah Travel Corporation (RTC) supports Responsible Travel, which is about minimizing its impact and maximizing its connection with people and the environment. It’s about making a positive contribution and having the most rewarding and inspiring travel experiences of one’s life.

Responsible tourism can be more-or-less defined as travel that takes into consideration the ‘triple bottom line’ issues of:

Environment: travel that minimizes negative environmental impacts and, where possible, makes positive contributions to the conservation of biodiversity, wilderness, natural and human heritage.

Social/Cultural: travel that respects culture and traditions and fosters authentic interaction and greater understanding between travelers and hosts.

Economic: travel that has financial benefits for the host community and operates on the principles of fair trade.

Travelling by the responsible travel ethos is one of the most direct and personal ways you can make a difference to some of the biggest issues affecting our world: poverty and peace. Be a part of the solution, not a part of the problem - and have the time of your life doing it.

D. Products and Services

Rajah Travel offers a “one-stop shop” for virtually all travel related services. Their skilled Travel Consultants can help you plan your travel with ease - be it for leisure or business.

Services Offered:

Ø Corporate Travel Management – Rajah Travel Corporation combines local expertise and specialist knowledge with its wide reaching global capabilities to deliver an all round value offering and tailor made solution to its travel clients. Whether the focus is on online booking tools, keeping track of travellers’ whereabouts, or a totally outsourced travel function, Rajah Travel can offer practical advice and innovative solutions designed to meet client’s exact requirements and help them achieve their objectives.

Ø Airline Reservations and Ticketing – RTC, incorporated as BSP/IATA Travel Company concentrates on outbound ticketing and reservations, wholesaling of tour packages and consolidating for airlines.

Ø International Tour Packages - RTC pioneered in offering unique and affordable tour packages within the Asia-Pacific Region, Europe, North and South America. For its professional and efficient handling of travel and leisure services, the company enjoys the confidence of international tour operators.

Ø Meetings, Incentives, Conferences, Exhibitions (MICE) Travel

o Meeting Planning and Logistical Support - Meeting planning services are provided by experienced and independent meeting and event professionals in the Rajah Travel Corporation. This network is an excellent resource when planning meetings of all sizes and complexities. Whether you are responsible for planning a multi-city nationwide series of medical dinner meetings, a single corporate board meeting, a gala event, or anything in between, Rajah Travel can help plan and arrange for the all the meeting logistics according to your requirements.

o Incentive Travel Planning & Delivery - Unique and exclusive travel continues to be one of our most desired and sought after experiences and the generator of many of our most vivid memories. Top companies are capitalizing on exclusive travel to reward and build key relationships, to create compelling promotions and to inspire higher performance. Firms are finding that travel not only motivates and rejuvenates but it also creates long term positive association to the company. In short, incentive travel continues to be proven as an effective contributor to bottom line results. With access to many locations, Rajah Travel is best situated to help you plan for these unique and memorable experiences.

These are some of the most effective uses of Incentive Travel:

· Engage key Value Added Resellers

· Build relationships with key clients

· Reward top performers and President Circle level employees

· Incentives for sales force and dealer/distributor networks

· Corporate hospitality to retain and reward large clients

· Corporate hospitality to acquire key accounts

· Attract highest level executives for round table discussions

o Conference Planning and Support - Recognizing that a successful program hinges on an effective design, Rajah Travel Corporation will work with you to develop innovative outreach efforts that go beyond traditional conference programs and seminars. Rajah travel staff can help you develop an integrated and unique program appropriate to the issues, the audience, the setting, and your discipline to meet all of your need. Through its relationships and network in Philippines, it can also assist in bringing relevant government and trade organizations to participate in your conferences.

o Exhibition - Exhibitions work because they are face-to-face. They provide us an opportunity to accelerate the selling cycle by matching needs with a company’s ability to fill those needs. They work because adults are visual learners. Exhibiting is a like a portable company with a visual medium - the exhibit, products, the graphics, collateral materials and promotional products are visual elements. Buyers are also experiential. Trade shows are extremely effective to bring new products to new markets like Philippines. Rajah Travel Corporation has professional team to design the exhibition according to your own requirement as well as the requirement of the show.

Ø International and Local Group Travel

Ø Passport and Visa Processing – RTC assists its clients to secure the necessary paperwork for visa processing and passport assistance travel planning.

Ø Other Documentation Services

Brilliant Cruise

Europe’s Finest River Cruise

Discover Europe’s Most Beautiful Rivers

River cruises much more than a holiday, Brilliant vacations Europe-Cruises, special designed the cruise program for the Asian travelers who can explore Europe by Luxury cruise liners than by the overfull and traffic loaded highways in Europe. River cruises give you the opportunity to learn about Europe’s most beautiful countries and cities on very special ways. We offer you a great number of sightseeing program on each of the many stages of your journey, with the assistance of our Cruise Director and your Tour Managers, who know the countries and their languages very well indeed. You will also be able to explore fascinating capitals, well known monuments and famous sights and many other well-known attractions on the ancient continent. It is our aim to make sure that your time on-board or in the cities is a fascinating experience.

Cruises

a. Star Cruises is ‘The Leading Cruise Line In Asia-Pacific’ and parent company of NCL. Its fleet of modern ships features the highest safety standards, world-class cuisine and exceptional service, hallmarks of a 7-time award winner for ‘Best Cruise Operator in Asia-Pacific’ by TTG Asia.

Star Cruises commenced operations in 1993 and has since become the leading cruise line in Asia Pacific. It was voted the “Best Cruise Operator in Asia Pacific” by Travel Trade Gazette Asia for the eighth time in 2005 since 1997. Notable awards include a major safety and environment award at the Lloyd’s List-SMM 2002 Awards in Hamburg, Germany, the “Best Innovative Product” at the Outbound Travel Mart in India 2002; ”Unique Product-International” and “Best Product Promotion” at India International Travel Mart 2005; “Cruise Line of the Asia” by Travel Asia for 2000 and 2001 as well as the “Best Website” award at the Golden Web Awards by Travel Weekly East in Singapore in 2002. A survey conducted by Interbrand and published in the March 1999 edition of Asia Brand News ranked the Star Cruises brand as one of the 50 most recognized brand names in Asia, only six years after the Company’s inception. The Company believes that this award-winning culture continues to reinforce the Group’s outstanding brand name and helps to promote high international standards within the Group.

b. Silversea creates exceptional ocean journeys with unique opportunities to explore remote ports-of-call from an intimate haven of incomparable luxury, each voyage a unique masterpiece. Discover genuine European expertise reflected in every detail, from our tranquil all-suite accommodation and uncompromising service to distinctive fine dining and a carefree all-inclusive philosophy.

Our guests hail from across the globe, yet share an appreciation for the spectrum of choice offered in Silversea’s array of exotic destinations and exclusive explorations ashore. By blending these elements together with enrichment experiences, each new port becomes more than a destination, it becomes a state of mind, transcending the traditional concepts of cruising. It is this distinction that has earned Silversea the reputation of World’s Best.

Silversea. Aboard our ships, you will discover a lifestyle of genuine and refined hospitality. Our Italian heritage and European style is reflected in our love of the finer things in life, whilst our appreciation of the world is shared by international guests from around the globe. For us, travel is a passion, and every one of our journeys is a voyage of discovery. Benvenuti a Bordo.” Manfredi Lefebvre d’Ovidio, Chairman, Silversea Cruises Art inspires. Awakens your emotions and stimulates your thoughts.

c. Norwegian Cruise Line

Freestyle Cruising® - is all about flexibility and freedom. Freedom from stress. Freedom from schedules. Freedom to create your own vacation. On an NCL cruise, you can eat where you want, when you want, with whom you want. And with up to 13 different restaurants and dining rooms on board, you can certainly eat whatever you want. You can also dress the way you want and, at the end of your cruise, get off the ship whenever and however work best for you.

Because NCL has the youngest fleet on the planet, you also know you’re getting the coolest, hippest, most innovative vacation on water. There are activities galore both on board and on shore. And, with the widest array of accommodations, you’re sure to find the perfect combination of staterooms no matter how many people are cruising with you. On NCL, you’re always free to whatever.

d. Princess caters to those seeking a complete escape from the stressful routine of daily life by being the consummate host in the world’s most beautiful settings. We offer a total experience — more unique itineraries, affordable private balconies, flexible mealtimes with Personal Choice Dining®, and the amenities and individual service of any luxury resort, thanks to the Big Ship Choice, Small Ship Feel SM of our fleet. And last but not least, we have an unfailing devotion to providing Princess-caliber. Service. Come aboard!

e. Inspiring Cruises in the Steps of Apostle Paul - Enjoy your evenings at the Lounge. Relax in the library or listen to a concert . The spacious Sun Deck and the smaller Patio Deck are ideal for receptions. An indoor swimming pool with a sliding sun roof is a unique feature for the river ships. The charming Restaurant is lined with panoramic windows. Other amenities, a sauna, beauty salon and souvenir shop.

The important role that Greece has played in history is widely known; philosophy, the arts, medicine and democracy. But there is a great page in the history of Christianity written in Greece. Come with us and experience up close and in comfort the places where Apostle Paul lived and preached. Now Steps of Paul Coastal Cruises has made it easy to travel through the history of Christianity with well-researched itineraries, highly educated guides, our actors and singers, all in safety and comfort. Choose from a variety of coastal cruise programs in Greece, Turkey, the Holy Lands and Italy or Charter your own Ship. Be pampered by the ship’s staff, explore new destinations, extend your holidays by choosing one of their Pre & Post cruise City Packages and gather along with other people by reaching out to each other and enjoy the joy of fellowship, this is what makes it the Cruise Line of our Hearts!

On an Insight escorted tour you’ll embrace a continent and people that share twenty five centuries of culture and dreams. From the moment you arrive RTC’ll immerse you in Europe’s true diversity , -from mighty mountains and hidden inland treasures to rugged coastlines, picturesque river valleys and vibrant towns and cities An escorted tour is the only holiday style that gives you the true depth and breadth of Europe. And there is no tour that comes close to Insight’s quality and value. That’s why over 30 years Rajah Travel earned the right to call it… ‘The Art of Touring in Style.’

More Time to Enjoy

Great holidays are measured in moments, not miles, and as in so many areas of our touring approach, Insight gives you more. Our exclusive ‘Premium Highlights’ and ‘Personal Insights’ are unique inclusive elements of ‘The Art of Touring in Style’ that set Insight above and apart from other European touring or cruising experiences. We bring to life the Europe you’ve always dreamed of.

Because the experiences are priceless, we don’t put a price on them. They’re considered an essential part of Insight’s Europe, things that you shouldn’t have to budget for outside the package price. Look for the Premium Highlights and Personal Insights on the itinerary of your choice.

A Room with a View

In Europe’s key cities, all Insight red-star rated hotels are centrally located, convenient to major shopping areas and entertainment venues and within easy reach of historic sites. In the countryside and in areas of outstanding natural beauty like the Norwegian Fjords, you can look forward to enjoying spectacular panoramas at our green-star rated scenic hotels. On occasions, you could enjoy a memorable stay in a hotel carefully selected for its historic or architectural character or special quality; like a real Irish Castle, just one of our superb purple star rated ‘Heritage’ hotels.

Our new ‘Gold’ series features mainly luxury hotels. Each is perfectly situated, exuding elegance and style. You’ll dine in their renowned restaurants, receive exceptional service and enjoy access to many superb facilities

Travel in Style

An exclusive feature of an Insight Premium tour is that our groups average just 32 guests, and are limited to a maximum of 40, making them smaller, more intimate and friendlier than on other tours. Furthermore, our luxurious smoke-free touring coaches have been reconfigured by removing spare seats to allow up to twice as much legroom as on a standard coach.

Bon Appetit!

There’s no such thing as European cuisine. There are dozens of distinct European cuisines, each presenting local bounty from farm, lake and sea, enhanced by centuries of custom, tradition and refinement. As an Insight guest, you will have the opportunity to savour Europe in all its tantalising flavours and regional dishes. At each meal, there’s bound to be something to your taste. And should you have special dietary needs, your Tour Director can help accomodate you - simply let us know when you book.

Contiki is your access-all-areas ticket to the hottest travelling show on earth.
Imagine discovering different cultures, meeting new people from all over the globe and creating memories that will last a lifetime.

Contiki Holidays is the worldwide leader in vacations for 18-35 year-olds. For over 40 years, Contiki Holidays has been taking travelers around the world and offering them an unforgettable travel experience. Our tours have been individually created to include a mix of sightseeing, free time, culture, socializing and adventure. Regardless of your destination or traveling style, Contiki is committed to providing you with an amazing trip at an affordable price. (Taken from http://www.contiki.com/en-PH/About.Us/)

Short Term Solvency and Liquidity

Rajah Travel Corporation has a current ratio of 1.39 for the year 2009 and 1.23 for the prior year The increase of 0.16 denotes that the company is meeting its current obligations from current assets and that its working capital is adequate enough to meet the current liabilities of the company. The cash and cash equivalents of RTC for the year is mostly from its obligations.

Asset Liquidity and Management Efficiency

RTC is efficiently being able to utilize its current resources to meet operating requirements based on the increased of 0.41 in the current asset turnover for the year 2009. From 0.56 to 0.65 of the Asset Turnover, this indicates that Rajah Travel is efficiently managing all its assets. Also, in its capital intensity ratio, the company efficiently generate sales through employment of its resources.

Long Term Stability

72% of the corporation’s assets is financed by liabilities in which there was a decrease of 7% from the previous year. The equity ratio of RTC from 21% to 28% indicates that the owners provided more assets to the company. Also, there is a decrease of 1% in the fixed to total equity of the corporation which indicates that there is a decrease in investment of the owners in the long-term capital assets.

Profitability

The gross profit margin of Rajah Travel increased from 53% to 54% which signifies that the company will be able to cover for other expenses 1% more than the previous year. The operating profit increased from 3% to 9% this year. And, its net profit margin also increased in the year 2009 from 3% to 6% which is its profit after consideration of all expenses and revenues for the current year. Based on its cash flow margin, RTC’s ability to translate sales to cash decreased from 0.42 to 0.04. The return on assets increased by 2% in the year 2009 which denotes that the corporation is managingassets and generating profits efficiently. The return on owner’s equity also increased in the current year.

NOTE:

4 -major strength
3-minor strength
2-minor weakness
1-major weakness

Analysis:

The internal factor evaluation matrix presents the strengths and weaknesses that Rajah Travel Corporation is currently facing. These are the factors that RTC has in its internal position.

Based on the IFE Matrix, good company image and reputation, and customer service are the core company strengths. Next is its long-standing relationship with embassies and government entities, and the competitiveness of its prices. Also, we consider its strong affiliation with big companies, variety of cruises and strong consortia membership important in RTC’s internal strengths.

As for its weaknesses, few advertisements and not updated website carried placed the major weaknesses of RTC since advancement in technology has had an significant impact on the industry. Technological changes can be seen to be the major driving force behind the operation and growth of the industry. The internet has enhanced the distribution of travel-related content, pricing information and travel planning tools for consumers. Insufficient promotional and marketing efforts placed as its second major weakness based on the matrix. The profitability of individual companies depends on its marketing.

Based on the result in the IFE Matrix, which identifies its strengths and weaknesses and their respective importance to the company, Rajah Travel got a score of 2.73 as against the Universal standard of 2.50. This means that PAL is performing well above average in the Philippine airline industry. It also signifies that the company has strong internal position and also there is definitely room for improvement in store operations/strategies/policies/procedures.

IV. External Assessment

B. Porter’s Five Forces Model

Rajah Travel Corporation dominates in the market share when it comes to three categories namely in total assets, total equity and gross profit for the year of 2009 with approximately almost all part of the share. As can be observed, Rajah is just next to Blue Horizon when it comes to net income after tax since being the majority holder of market share it shoulders a large amount also of taxes to be paid but the company but in overall market position. Rajah Travel Corporation is still the dominant market holder.

Market Competitors

The following are the current rivals of Rajah Travel Corporation in the industry of travel agencies:

A. Scorpio Travel & Tours Inc.

Scorpio Travel & Tours Inc. caters to both group and individual clients. It offers complete local and ground arrangements at very competitive prices. Known for its efficient and professional service, Scorpio Travel has become a dynamic member of the Philippine travel industry.

It is a founding member of Quezon City Travel Agencies Association (QCTAA) and Philippines Travel & Tourism Council (PTTC). It is also an active member of the Philippine Travel Agencies Association (PTAA), Philippine Tour Operators Association (PHILTOA), South East Asia Travel Association (SEATA) and Philippine Chamber of Commerce and Industry (PCCI). It is also accredited by the Department of Tourism (DOT).

Its services include the ff:

· Visa Consultation

· International & Domestic Tours

· International & Domestic Ticketing

· Cruises

· Travel Insurance

· Meetings, Conventions, Seminars

Its main office is in Unit 1102 City & Land Mega Plaza, ADB Avenue corner Garnet Rd., Ortigas Center, Pasig City 1605.

B. Blue Horizons Travel & Tours Inc.

Blue Horizons Travel & Tours Inc. is an internationally owned and managed travel and tours company, established in 1981. It is a company which comprises of 90 people who provide both Inbound and Outbound travel services. It was voted “Best Travel Agency in the Philippines” in 2008 and 2009 by readers of TTG Asia Magazine.

Inbound Travel Division

It is the ground handler in the Philippines for some of the biggest tour wholesalers in Europe, the Middle East and Asia. Services cover the ff:

Sightseeing
Packaged tours and roundtrips
Domestic flights
Car and coach rentals
Multilingual tour guides
Study tours
Congress and Conventions
“inspired incentives”

Outbound Travel Division

It provides a comprehensive international travel service to corporate and institutional clients. The travel service includes the ff:

Automated ticketing
Travel Management
Itinerary planning
Documentation
Ground arrangements worldwide for leisure or business travelers

Blue Horizons Travel & Tours Inc. is an ISO 9001:2000 certified. It also owns and manages its own tourist transportation equipment. Its main office is in 20^th floor, Trafalgar Plaza, H.V. Dela Costa Street, Salcedo Vilage, Makati City.

C. Saizen Travel and Tours

Saizen Travel and Tours is a Philippine travel agency, duly organized and registered corporation with the Securities and Exchange Commission under registration No. : CS200815807 to serve the growing needs of travel and leisure industry in the Philippines. The aim is to provide travelers both local and foreign the privileged to explore the beauty of the Philippines, the country known in the world for their friendly smile and warm hospitality. Being new in the industry, it takes pride in bringing to its customers quality travel service beyond their expectation. They orient their staff to be client focused in order to render personalized service to its customers and to have a reputation of the friendliest Philippine travel agency in Metro Manila. They endeavor to offer special tour packages at reasonable prices to suit the taste of Filipinos and foreigners alike.

Saizen Travel and Tours is a highly customer-oriented travel agency with the primary goal to exceed customer’s expectations. Its Vision and Mission is:

F – Friendly

O – Oriented

C – Company

U – Unsurpassed

S - Service

“We look forward in joining your journey and travel while in the Philippines. MABUHAY! “

Its main office is in Ground Fllor, Unit 12B, Almanza Metropolis Condominium, Almanza 1, Las Pinas City, Metro Manila.

Analysis:

Presented on the previous page is Porter’s five forces model which shows the 5 major threats that the company faces. Composing the five forces are: 1) rivalry among competing firms, 2) bargaining power of suppliers, 3) bargaining power of customers, 4) potential entry of new competitors, 5) and potential development of substitutes. These five forces are pretty much relevant for the firms because if in instance these forces are mismanaged or overlooked, it may hinder the growth of the company. Or if management was able to bring out the most out of it, these forces will turn out to be their strength.

The bargaining power of supplier for Rajah Travel Corporation has a low status since they also have other choice of their own fleet of transportation courtesy of its sister company which is the Trans-Inter Corporation. It operates a fleet of fully air-conditioned motor coaches, mini-buses, vans and cars.* The listed names of hotels/resorts are only a few to name, many more are available.

The competitors of Rajah Travel Corporation in this industry are Blue Horizons Travel & Tours Inc Scorpio Travel & Tours Inc. and Saizen Travel and Tours. Its bargaining power of consumers has also a high status which means that by having a high rate of prices of their travel and tour packages their consumers might have to look for other travel agencies that will offer them the same packages yet in a much more affordable price.

C. External Factor Evaluation (EFE) Matrix

NOTE: 4 – response is superior

3 – response is above average

2 – response is average

1 – response is poor

Analysis:

The External Factor Evaluation ( EFE ) Matrix is just like an assessment of the current business factors to consider in the external environment to be able to give focus and emphasis on its opportunities and possible threats that may affect Rajah Travel Corporation. The weight represents the weighted sum of all the factors listed in the opportunities and threats and its importance to being successful in the firm’s industry. The rating tells how the company is responding to these factors whether it is effectively responding or not since rating are company-specific matters.

Among the opportunities identified in the EFE Matrix, internet advertising and good advertising campaign garnered the highest weighted scores, which mean that marketing campaigns open a wider opportunity for a travel industry with regards to the achievement of the company’s goals and objectives. Next in line are customer preferences based on traveling means and increase in population of travelers.

In terms of threats that RTC is currently facing, growth of existing competitors is the biggest threat in the travel industry. It will tighten the competition and may cause the company to make few changes in its operations to maintain its lead and make sure they remain their position as superior than their competitors. Global economic downturn comes as the second biggest threat in the travel industry because of the fact that when there is an economic crisis, less opportunity will be given to people to travel. Also, this makes the customers hesitant to spend their resources for their luxuries.

In the EFE Matrix, as shown above, it visualizes and prioritizes the opportunities and threats that a business is facing, RTC got a score of 2.68. This means that the company has an above average ability to respond to external factors that affects the operations of the company.

Analysis:

Competitive Profile Matrix (CPM) is an essential strategic management tool to compare the firm with the major players of the industry. Competitive profile matrix shows the clear picture to the firm about their strong points and weak points relative to their competitors. The CPM score is measured on basis of critical success factors, each factor is measured in same scale meaning the weight remains the same for every firm, and only the rating varies. The best thing about CPM is that it includes your firm and also facilitates to add other competitors that make it easier to have a comparative analysis.

As shown in the matrix the company has two major competitors: Scorpio Travel & Tours and Blue Horizons Travel & Tours. These competitors have shown a great deal of competencies in the travel agency industry in the Philippines. They have been the closest rivals of Rajah Travel in different terms.

The critical success factors are extracted after deep analysis of external and internal environment of the firm. Obviously there are some good and some bad points for the company in the external environment and the internal environment. The higher rating shows that firm strategy is doing well to support this critical success factors and lower rating means that firm strategy is lacking to support the factor.

The Competitive Profile Matrix above tells that Rajah Travel Corporation obtained a weighted score of 3.28, higher than the two (2) other leading competitors namely Scorpio Travel & Tours Inc. which got a score of 2.66 and Blue Horizons Travel & Tours Inc which got a score of 3.07. This means that Rajah Travel Corporation still remains to be the market leader obtaining higher ratings in Service Quality, Management, Price Competitiveness, Market Share and Name Image/Reputation. The areas that Rajah Travel Corporation may want to improve more are its advertising campaign and its flexibility when it comes to its travel and tour packages. The company should be aggressive with the critical success factors to be successful.

V. Strategy Formulation

According to the two key dimensions of IE Matrix which contains the IFE total weighted scores on the x-axis and the EFE total weighted scores on the y-axis we came up with the matrix. On the x-axis of the IE matrix, Rajah Travel Corp. has an IFE weighted factor of the 2.73 which falls on the average internal position having a range of 2.0 to 2.99. On the y-axis, RTC has an EFE total weighted score of 2.68 that falls on the medium part which ranges from 2.0 to 2.99. On the x axis of the IE Matrix, an IFE total weighted score of 1.0 to 1.99 represents a weak internal position. A score of 2.0 to 2.99 is considered average. A score of 3.0 to 4.0 is strong. On the y axis, an EFE total weighted score of 1.0 to 1.99 is considered low. A score of 2.0 to 2.99 is medium. A score of 3.0 to 4.0 is high.

The IE matrix can be divided into three major regions that have different strategy implications. Cells 1, 2 and 4 compose region 1; cells 3, 5 and 7 compose region 2; while cells 6, 8 and 9 compose region 3. Region 1 has the grow and build strategy, region 2 has the hold and maintain strategy and region 3 has the harvest or divest strategy. Accordingly, Rajah Travel Corp. falls on region 5.

The matrix concluded that RTC should adopt a “Hold and Maintain” strategy, meaning that they should either hold on to their current position or grasp an opportunity to grow. The most effective way to do such is thru market penetration and product development strategies.

Provided in the above Boston Consulting Group (BCG) Matrix are the major divisions of Rajah Group of Companies namely, the Rajah Travel Corporation, Rajah Tours Philippines, and Trans-Inter Corporation.

Classified in the STAR category is Rajah Travel Corporation. This division generates large amounts of cash because of their strong relative market share, but also consumes large amounts of cash because of their high growth rate.

While classified in the CASH COW category are the Rajah Tours Philippines Inc. and Trans-Inter Corporation. Profits and cash generation are high but because of low market growth, investments are low. As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume.

SWOT Analysis

STRENGTHS:

• Good company Image and reputation- RTC has relatively good image and the quality of their services helped in sustaining the esteem of their customers.

• Customer Service – long years of operation and good company image could not have been possibly achieved by RTC if they’re not providing their customers with quality service. The company maintains good relationship and provides good services to their customers.

• High employee morale – RTC’s good performance and its being well-known in the industry are enough to boost the spirits of the company’s employed people. The company values the importance of having good relationship with its employees.

• Competitive price- The company offers prices which are good enough to match that of their competitors. They have different offerings for several classes of clients catering to each of their needs and ability to pay.

• Customer loyalty – the company has been operating in the industry for a long time now, and by their being the largest travel company in the Philippines, they have gained the loyalty of their customers through all those years of providing good unique experience coupled with quality service.

• Well-trained tour guides/destination specialists -staffs with intimate knowledge of destinations and products on offer; Expert knowledge by travel agents is a crucial means of accessing a larger market and providing value-added service to customers who have increased travel knowledge as a result of web-based technologies.

• Strong alliance/affiliation with big international service providers - At present, Rajah Travel is Philippines’ General Sales Agent for Insight Vacations PTE LTD since 1982 and Contiki Tours International, Limited since 1997, two of the largest motorcoach operators in Europe.

• Variety of cruises- Rajah Travel is the Preferred Sales Agent for Norwegian Cruiselines, Star Cruises, and Silversea Cruiselines.

• Strong consortia membership- It is also a consortium member of various airline programs. Rajah Travel Corporation’s achievements have been recognized through its existence and has received a host of Top Producer Awards from various airline and tourism organizations. Some Top Producer Awards are Air France / KLM, Cathay Pacific, Cebu Pacific, Northwest Airlines, Philippine Airlines, Qantas Airways, and Singapore Airlines.

• Long-standing relationship with embassies and government entities - Its embassy accreditation are Embassy of Japan in which it is one of only 5 accredited agencies under Category A, Embassy of the Republic of Singapore in which it is one of only 4 accredited agencies, Embassy of the Federal Republic of Nigeria, and Embassy of the People’s Republic of China. It is also accredited by the Department of Tourism, the Department of Foreign Affairs, the Bureau of Immigration, and the National Statistics Office.

WEAKNESSES:

• Insufficient promotion and marketing efforts -The company lacks innovative promotion and marketing efforts that could maintain and attract new passengers.

• Few advertisements – the company may have already established itself and made itself well-known, but still they should be as comfortable as they are now and should still be pacing some advertisements every now and then to keep itself from being outdated in keeping up with the fast paced living of today.

• Prejudice against the company image translating to higher prices – clients who are not that well-to-do and also not that well-informed have prejudices against the good company image implying higher prices offered. This can be counteracted by placing informercials to address such customers being in the dark.

• Outdated website- is not updated since the most information available is still in 2006.

OPPORTUNITIES:

• New Destinations increase its destinations domestically or internationally depending on the existing demand of passengers available.

• Technological Advances - Due to advancement of the technology nowadays the company may utilize it as one of its competitive advantage. With today’s fast paced invention of high technology gadgets and easy to do things, arrival of new technologies can help make the company operations easier and more effective.

• Internet Advertising - People use internet worldwide and a great way of communicating is through the web, utilizing the internet could expand the reach of Rajah Travel to its potential customers. This could help the company to attract new customers and update the current situation of the company.

• Good advertising campaign – the company should develop and place good advertising campaign for it will help make the company image hip and up-to-date which can drive up sales.

• Promotional strategies –promotional are what’s popular now in every industry and in order for the company to maintain its competitive advantages it should also go with the flow and develop powerful promotional strategies.

• Increasing number of population & travelers– the population is growing in numbers and that means many potential customers for the company which they must be prepared to provide them services. Also, there has been an increase in opportunities abroad and it brings a positive atmosphere for travel agency industry. Globalization also has increased the need of travel/transportation.

• Tourism industry growth - The continuing efforts of the Philippines towards tourism could possibly increase the number of target customers that will travel to visit the country’s top tourist destinations. Good performance of tourism industry in the Philippines is a potential opportunity for the company to drive up its sales for what good way to tour foreigners.

• Customer Preference based on travelling means – It is important to know the customers’ preferences. Nowadays, people travel not solely for business purposes but also for leisure. Leisure Life Travel has been in business since 1997 and has become a specialty travel agency for several destinations.

• Development of new ecotourism products and services - The efforts to strengthen travel and tourism in the Philippines led to the development of many new ecotourism products and services by local government units in 2009. Local authorities sought to harness the tourism potential of their areas to generate economic activity in their communities. Notable new ecotourism products and services introduced in 2009 included Cebu’s Island Banca Cruises, Kultura Filipino in Intramuros, Pasig City’s Pasig River Cruise, Samar’s Sohotan Cave and Bohol’s Ecological, Environmental and Educational Adventure Tour (EAT) Danao. Many local authorities also developed new ecotourism products and services for visitors interested in bird watching, as well as adventure tourism activities like diving and wakeboarding.

THREATS:

• Increasing environmental awareness - Environmental awareness has increased due to the effects of the Global warming that threaten the lives of many people. Increase environmental restrictions. The company must be flexible in order to easily adjust must there be any new environmental restrictions that can affect its business operations.

• Global economic downturn - Global crisis has significant impact in which means decrease in demand for travel that lead to a possible loss for the travel industry. Global economic downturn negatively affects leisure, optional travel, as well as business travel.

• Fuel price fluctuations - Unstable fuel price in the world market leaves travel companies susceptible to operating losses.

• Terrorism - Terrorism has a major effect on the world economy and in particular on the Travel and Tourism Industry. The massacre that occurred at the World Trade Centre in New York on Tuesday 11th September at 9.00am (EST) has affected the world in many different ways. A consequence of these terrorist attacks is that people are scared or hesitant to travel.

• Climate change - Unpredictability of weather and increasing problems due to global warming can lead to a decrease in travel operations. Also, natural calamities is often a culprit in travel accidents which caused some customers. Fortuitous events such as earthquakes, volcanic eruptions, weather disturbances, epidemics and other diseases may impede the company’s operations.

• Emergence of new competitors -the company may lose some of its customers over this newly emerged competitor. Also, new competitors will take a slice from the market pie which will cut back the company’s market share.

• Growth of existing competitors- will tighten the competition and may cause the company to make few changes in its operations to maintain its lead and make sure they remain their position as superior than their competitors.

• Government Intervention - New regulations for the travel industry could possibly hamper its operations. Thus, these may lead to a decrease in the company’s revenue.

SPACE and Grand Strategy Matrix Analysis:

Using the SPACE (Strategic Position and Action Evaluation) matrix assessment, Rajah Travel Corporation has positioned itself in the aggressive quadrant. Being so, this means that the company is in an excellent position to apply its internal strengths to take advantage of external opportunities, overcome internal weaknesses, and avoid external threats.

RTC needs to use its internal strengths to develop a market penetration and market development strategy. This can include product development, integration with other companies, acquisition of competitors, and so on. Furthermore, its directional vector describes itself as a financially strong firm that has achieved major competing advantages in a growing and stable industry

In the grand strategy matrix, Rajah Travel is located in Quadrant I which means that the company is experiencing a rapid market growth and strong competitive position. This indicates that the company is in an excellent strategic position. As an appropriate strategy, RTC can continue its concentration on its current market by penetrating and developing it as well as through product development.

It is not ideal for the company to shift while having its established competitive advantage. Also, excessive resources should also be utilized using backward, forward, or horizontal integration as effective strategies. This also suggests that RTC has the ability to take advantage of external opportunities and can take risks aggressively whenever necessary

VI. Strategy Recommendation

Quantitative Strategic Planning Matrix (QSPM)

NOTE:

1 – not attractive

2 – somewhat attractive

3 – reasonably attractive

4 – highly attractive

Analysis:

Quantitative Strategic Planning Matrix (QSPM) is used in order to determine the relative attractiveness of the strategies as against the internal and external key factors affecting Rajah Travel Corporation. Based on the strategies in the planning (IFE, EFE, CPM) and matching stages (I/E Matrix, SPACE Matrix, GSM, SPACE and SWOT Matrix), Rajah Travel Corporation needs to pursue an aggressive strategy aimed at market development, market penetration, and product development. This strategy can be executed in many ways but the three major ways would be updating and improvements of the website, increase in promotional strategies, and improvement of products and services.

Based on the result, among the three strategies improvement of products and services is the most attractive strategy which would be the better option. This is given by the Sum Total Attractiveness Score figure. The improvement of products and services strategy yields higher score than the other given strategies. It has a score of 2.79 followed by updating and improvement of the website, and increase promotional strategies respectively.

Strategy Recommendation

In order to maintain and improve Rajah Travel and Tours’ market share and competitive advantage, the following business strategies are suggested for the company to remain competitive in their industry:

ü Continuous Improvement of the Products and Services Being Offered - Rajah Travel and Tours should continuously develop its products and services to deliver customer value. The company should be able to show modern facilities that will make the passengers happy and satisfied.

ü Updating and Improvements of Rajah Travel Corporation website - Website has substantial impact to provide world class services for its clients since it offers information and services of the company. Through the website, new products and services can be easily communicated as well as it provides easier access for regular and potential customers. The website should provide aggressive queries for the customers. It must show updated information about RTC’s products and services, latest news, and existing and new promos and discounts.

ü Improve Advertising and Promotional Campaigns - Rajah Travel and Tours should be aggressive on placing advertisement about their products and service. Advertisement is a very important means of communicating and giving information to the customer about promoting the products and service that is offered by the company. Using internet advertisement would help the company pass out information in wide range geographic areas at affordable cost. The company should also offer discounts, freebies and promotional packages to those who travel frequently and other type of passengers.

Other applicable ways to pursue its aggressive strategies:

ü Market Penetration - Rajah Travel and Tours should identify other potential markets and expand its operations to service wider range of geographical area. They can discover other ports in the Philippines and take the advantage to serve such newly found market

ü Internal Diversification - Rajah Travel and Tours may pursue internal diversification strategy by finding new users for its current products and to market new products in existing markets .The Company may attempt to change markets by increasing or decreasing the price of products to make them appeal to consumers of different income levels.

ü Develop Stational Capability - Since companies nowadays are looking for opportunities to increase the number of passengers that may result in increasing the number of populations and tourist that are coming to the country every year, so developing the Stational capability would be able to accommodate the increase in the numbers of passengers.

VII. Strategy Implementation

Action Plan

PROJECTED INCOME STATEMENT

Incremental Revenue P 69,212,695.60

Incremental Expenses

Hiring of New employees P 50,000

Team building and seminars 100,000

TV advertisements 10,000,000

News papers and other advertisements 5,000,000

Freebies and promotional coupons 1,500,000

Introduction of Travel packages 3,500,000

Renovation of Facilities 6,000,000 (26,150,000

Incremental Income 43,062,695.60

STRATEGY EVALUATION

Controls

The following procedures will be conducted to evaluate our implemented plans and objectives:

Ø Reviewing the Executive meeting conducted by the officers and evaluate whether they achieve their goals.

Ø Review the employee’s list as well as their backgrounds.

Ø Check the employee’s behavior as well as the supervisors and managers’ performance and their interaction towards each others.

Ø Scheduled check up on all the facilities for trouble-shoot activities as well as for safety measurements purposes.

Ø Conducting surveys about the Television ads to customer’s awareness.

Ø Monitoring and recording number of passengers in the given travel packages promotions.

Ø Monitoring and recording the sales in the given promo period.

Ø Monitoring and recording Financial Standing and its status compare to its competitors.

IX. Conclusion

Based on the study conducted by the researchers, the following conclusions have been made:

« In the IFE Matrix, which identifies its strengths and weaknesses and their respective importance to the company, Rajah Travel Corporation got a score of 2.73. This means that the company is performing well above average in the Philippine travel agency industry. It significantly indicates that the company has a strong internal position.

« In the EFE Matrix, which visualizes and prioritizes the opportunities and threats that a business is facing, PAL got a score of 2.68. This means that RTC has an above-average-ability to respond to external factors that could affect the operations of the company.

« According to the CPM of different companies within the Philippine travel agency industry, Rajah Travel Corporation obtained a weighted score of 3.28, higher than the two (2) other leading competitors namely Scorpio Travel & Tours Inc. which got a score of 2.66 and Blue Horizons Travel & Tours Inc which got a score of 3.07. This means that Rajah Travel Corporation still remains to be the market leader obtaining higher ratings in Service Quality, Management, Price Competitiveness, Market Share and Name Image/Reputation. The areas that Rajah Travel Corporation may want to improve more are its advertising campaign and its flexibility when it comes to its travel and tour packages. The company should be aggressive with the critical success factors to be successful.

« In the SPACE Matrix, which determines what type of a strategy a company should undertake, RTC got an ES Average of-2.20, IS Average of 5.00, CA Average of -2.00 and FS Average of 4.80which lead to Directional Vector Coordinates of +3.00 in the x-axis and +2.60 in the y-axis. After plotting the values in the matrix, it was concluded that RTC positioned itself in Quadrant I which suggests that the company should pursue an Aggressive Strategy. This means that RTC has a strong competitive position in the market with rapid growth thus, it needs to use its internal strengths, take advantage of external opportunities, overcome internal weaknesses, and avoid external threats to develop a market penetration and market development strategy. This can include product development, integration with other companies, acquisition of competitors, and the like.

« The BCG Matrix determines what priorities should be given in the product portfolio of a business unit. Classified in the STAR category is Rajah Travel Corporation. This division generates large amounts of cash because of their strong relative market share, but also consumes large amounts of cash because of their high growth rate. While classified in the CASH COW category are the Rajah Tours Philippines Inc. and Trans-Inter Corporation. Profits and cash generation are high but because of low market growth, investments are low. As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume.

« In the IE Matrix, which analyzes working conditions and strategic position of a business, RTC landed on cell 5 which is included in the so-called region 2 of the matrix. This tells us that Rajah Travel should hold and maintain its position in the industry. The company should pursue strategies focused on increasing market penetration and product development.

« Based on the result, among the three strategies in QSPM, improvement of products and services is the most attractive strategy which would be the better option. This is given by the Sum Total Attractiveness Score figure. The improvement of products and services strategy yields higher score than the other given strategies. It has a score of 2.79 followed by updating and improvement of the website, and increase promotional strategies respectively.

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