Thesis (Master in Management) -- University of the Philippines Mindanao, December 2018

The marketing Business Unit (MBU) of the ABC Group of Companies have been in the retail business for 35 years yet it is still facing many problems in its operations, marketing, human resource, and financial management due to various internal and external factors. These issues hindered the growth of the business resulting to the massive decline in the performance of one of MBU's largest product lines. In 2017, the motorcycle product line of the MBU marked a negative performance in its sales with a -2% growth against previous year. The MBU did not only fail to achieve its targets but it also failed to perform in parallel to the increase of 15.7% in the national motorcycle industry performance (Motorcycle Development Program Participants Association, Inc., 2018) the study therefore analyzes the causes of decreased performance and identify strategies to gain back the lost market share of the MBU, specifically in its 35 Shops which retails motorcycle products exclusively for Yamaha and Honda motorcycle brands only. This is done using Fred R. David?s comprehensive strategic management model as the framework. Furthermore, implementing programs and control systems are developed to help solve the issues and increase sales performance of the 35 Shops. Ultimately, the main goal of a business is to gain profit. This strategic plan will therefore help the 3S Shops to materialize its goal to become the number one motorcycle solution provider in Mindanao, paving the way for the ultimate riding experience not just for the company but especially for its customers.