GOOD MUSIC BROADCASTING CORPORATION: Ebb Tide Engineer Frederick Panganiban was
ID: 2400885 • Letter: G
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GOOD MUSIC BROADCASTING CORPORATION: Ebb Tide Engineer Frederick Panganiban was reading the advertising sales report handed to him by his assistant. The report contains information consolidated from the ten radio Stations and operated by Good Music Broadcasting Corporation (GMBC). These stations are located in the various parts of the country GMBC headquarters and sales Office are in Makati. GMBC derives income from advertisements lodged by companies like San Miguel Corporation, Life, and others. The sales office receives the cassette and written text containing the advertising messages of the client companies The tapes are meant to played at regular intervals in all of the ten radio stations operated by GMBC. The written text is an alternate advertising read by the radio announcers at regular intervals. An advertising message does not exceed one minute. The advertisers are billed depending on the frequency of exposure of their messages Each station is managed by a station manager who reports directly to Engineer Panganiban, the general manager. The stations are allowed to accept local advertisements subject to availability of slots after accommodating advertisers. A certain portion of the advertising income is credited to the account of the individual stations depending on the assignments sent to them by the GMBC headquarters. The total advertising income of a station consists of the credited account from the head office plus whatever income From their local advertisers is derived. Engineer Panganiban is now reviewing the consolidated sales report. He wants Some improvement in operations so that the overall income will increase. He feels that the sales report is useful, but he believes some other data may help him make a better decision Exhibit A GOOD MUSIC BROADCASTING CORPORATION Consolidated Advertising Income For the Periods 2015, 2016, 2017(In Thousands) Advertising Income 2016 STATION 2015 1. Dagupan 2. Santiago 3. Cabanatuan 4. San Pablo 5. Naga 6. Dumaguete 7. Tacloban 8. Cebu 9. Davao 10. Zamboanga PhP 15,540 12,338 10,440 8,988 11,048 11,540 12,490 20,465 16,370 13,456 PhP 132,595 PhP 16,998 11,465 12,444 7,676 12,121 10,001 12,500 22,030 17,017 12,506 PhP 134,758 PhP 17,038 10,308 14,486 6,493 8,788 9,494 12,606 24,848 18,644 11,897 PhP 134,602 TOTAL Marketing Case Strategy 1. Compute for the % increase in Income of the 10 stations per year and also the total income per year and make a graph of the income per year to show the difference in trend of each. Check which stations are on a down trend in income. Control items may be done first to these stations. 2. How can each of the station increase their income or Sales given the fact that they are allowed to accept local advertisements subject to availability of slots after accommodating the national advertisers like San Miguel Corporation, Ayala Life and others.How can they attract more national advertisers? 3. What other data is needed by Engr. Panganiban to help him in his decision to improve the operations. Check the location of the station, what province and where in LUZON VISAYAS AND MINDANAO? 4. What advertising strategies does the stations need on the Marketing Mix of the four P'S Product, Place, Price and Promotion. Research on this control strategy. Prepare a Marketing Plan. 5. Make a Product Mix approach of the different programs to be aired on different time slots in order to increase the sales of each stationExplanation / Answer
1 statement showing comparison of income (station wise) Year Station name Income of Station Increase in Income compared to previous year Precentage increase/ Decrease Dagupan 2015 15540 - - 2016 16998 1458 9.38% 2017 17038 40 0.24% Santiago 2015 12338 2016 11465 -873 -7.08% 2017 10308 -1157 -10.09% Cabanatuan 2015 10440 2016 12444 2004 19.20% 2017 14486 2042 16.41% San Pablo 2015 8988 2016 7676 -1312 -14.60% 2017 6493 -1183 -15.41% Naga 2015 11048 2016 12121 1073 9.71% 2017 8788 -3333 -27.50% Dumaguete 2015 11540 2016 10001 -1539 -13.34% 2017 9494 -507 -5.07% Tacloban 2015 12490 2016 12500 10 0.08% 2017 12606 106 0.85% Cebu 2015 20465 2016 22030 1565 7.65% 2017 24848 2818 12.79% Davao 2015 16370 2016 17017 647 3.95% 2017 18644 1627 9.56% Zamboanga 2015 13456 2016 12506 -950 -7.06% 2017 11897 -609 -4.87% The figures Shown negative in above statement shows downfall as compared to previous period
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