Statement of the Problem
This study focused on the assessment of the strategic marketing program of Ramada Manila hotel toward improved performance and total customer satisfaction.
Specifically, the study answered the following questions:
1. What was the demographic characteristics of the employees in terms of:
1.1 Gender
1.2 Age
1.3 Civil Status
1.4 Length of Service
1.5 Highest Educational Attainment
1.6 Corporate Position?
2. How did the respondents assess the strategic marketing program of Ramada Manila hotel in terms of:
2.1 Internal Environment 2.1.1 Marketing 2.1.2 Finance 2.1.3 Management 2.1.4 Operations
2.1.5 Human Resource?
2.2 External Environment
2.2.1 Economic
2.2.2 Technological
2.2.3 Socio-cultural
2.2.4 Natural
2.2.5 Educational?
3. How did the respondents assess the strategic marketing program of Ramada Manila hotel in terms of:
3.1 People
3.2 Product
3.3 Price
3.4 Place
3.5 Promotion
3.6 Physical Evidence
3.7 Process?
4. What were the problems encountered by the respondents in relation to the above?
5. What were the suggested improvements in the strategic marketing program of Ramada Manila hotel based on the assessment results and the identified problems?
6. How did the responses of managers/supervisors and employees compare?
Assumptions of the Study
The study was premised on the following assumptions:
1. Knowledge and understanding of strategic marketing practices may be inferred from the responses of those involved in the activities of