Thesis, Graduate (Master in Management)--University of the Philippines Mindanao,December 2012.

Confidential.

The printing industry is a large manufacturing industry, However, due to the current digital hype globally, the printing and graphic arts industry is facing a pressing time. Most commercial printers are fighting to survive with the rapid advancements in technology. With over 40 years of existence and competency, Midtown Printing Co., Inc. has become one of the top printing houses in the Philippines today. From being a small-scale printer, MPCI now caters to customers from various places in Southern Mindanao especially those around the Davao City Region. Its services expanded to include different printing and publishing works and varied graphic productions. However, the need for MPCI to improve itself to retain business and simulate market sales is still essential to cope with the different uncertainties in the business conditions in the printing industry. The vital issue addressed in this study is generating more revenues. It aimed to provide a strategic planning that would stabilize the company's marketing procedures and enhance its production systems by looking into the variables affecting the printing industry (focusing on MPCI's yearbook production) to promote over-all client satisfaction and to derive a most profitable outcome. The internal and external factors were evaluated. Internal factors include sales and marketing, pricing, production, and the company's financial performance and human resource. With these strengths and weaknesses were derived and evaluated using the IFE Matrix. Among the other strengths evaluated, the established name in yearbook printing weighed and rated highly. Being a well-known printing establishment provides MPCI leverage over other competitors. The trust provided by customers to MPCI is something that cannot easily be matched by other companies. Also, with an average of 2.81, the IFE Matrix showed that MPCI is relatively internally strong. To determine the external factors, Porter?s Five Forces was used. It was determined that the advancing technology and then proportional increase of printing cost and equipment are vital for MPCI. With the evolving technology, better products are delivered to customers. However, technologically-updated equipment also means additional production expenses for the company. Using the QSPM Approach, a strategy to effectively raise sales and improve the company's status by increasing market penetration over customer satisfaction was determined. This strategy includes improving the company's marketing techniques, human resource, and operating schemes over a particular time-frame. Moreover, using the KRA and FDAR tool, the company is given the opportunity to continuously re-evaluate their processes and generate possible interventions to improve their over-all production efficiency.