In partial fulfillment of the requirements for Marketing Management Executive Summary, Situation Analysis and Marketing Strategy of the Stand Firm Attorneys at Law Submitted to: Prof. Lalaine B. Divinagracia Submitted by: Karen Ann B. Huerto Vanessa Marie C. Molino Marie Claire G. Perez Ysabella Juselle L. Sumaya Paolo Eric B. Tamayo 1) Executive Summary Juris-Semperfi is a new law firm in the Philippines established by five lawyers with different specialty at law, namely Atty. Juris Briones, Atty. Arvin Carl Salonga, Atty. Raymond Medina, Atty. Gerald Nunez and Atty. Daniel Velasco. Juris-Semperfi law firm offers legal services to all who are in need of it, whether natural, or juridical person. Our clients are citizens and corporations in the Philippines primarily people who are in need of legal assistance in our society nowadays. Juris-Semperfi offers a variety of legal services 8 hours a day and 6 days a week. Law firm business is not that common in this country. Manila area is seen as one of the central places of industry in the Philippines. Businesses companies and individuals are numerable in Manila City which Juris-Semperfi may accommodate. Juris-Semperfis marketing strategy is to emphasize the quality of legal service and aid that we provide and the ability to accommodate each citizens concern. People will not worry about stressful work and thinking about the rights of the people because we will take care of it. Our services will be accommodated by our legal assistants in the practice of law. On start-up we train legal staff whose specializations are in the practice of law. The main co-owners of Juris-Semperfi law firm is Atty. Juris Briones, Atty. Arvin Carl Salonga and Atty. Gerald Nunez. These three executives came from the Lex Mastery College, San Beda College Mendiola Manila which is popularly known for the field of law. These co-owners are hands-on when it comes to the different tasks in the company. In addition, Juris-Semperfi also has its advisors who were Atty. Raymond Medina and Atty. Daniel Velasco who are also graduates of San Beda College Mendiola Manila. We have service commitments from our 55 clients and planning to create our client base through Tv ads, radio ads, internet marketing, Billboard ads and print materials. There is also an online website to accommodate Juris-Semperfis clients every now and then. I. Situation Analysis A. Market Summary Stand Firm will start independently relying on its genuine ability to provide legal aid, services, guidance and assistance to persons who are in direly need of such services that will enhance the societys welfare. This law firm is recognized by the government as a firm that upholds the countrys rules and laws. Marketing Demographies Target Market: Middle to High Class of the society Age: 18 years old and above Gender: Male and Female Occupation: Students, white-collared workers Status: Single, Married Market Needs The target market needs to have the legal guidance from the most intelligent lawyers in the country. The target market needs to be provided with good legal services to satisfy their needs. This law firm is founded and managed by the bar top-notchers who are willing to give assistance even to the higher class of the society.The target market needs the highly skilled lawyers of the country to assist them with the very crucial liabilities they encounter concerning their professional work. Market Trends The market trends must be able to get along the current happenings of the society. Technology nowadays is one of the most useful tool to help every market attain their relationship with the changing society. The law firm offers a Virtual Law Firm, one of the trends of the market in the legal aspect wherein it provides powerful mobile devices, software as a service and secure, web-based technology that allow legal professionals to work from virtually anywhere so that they can serve their clients while maintaining a balance in their schedule. Market Growth The growth of the law firm is a long term basis. This is because even if the society is in need of legal presentations and legal aids. The contracts that must be first analysed for a more secured and valid contract in regard to their intention, that is why at times they disregard the need and experience problem. Our law firm, The stand law firm tries to defy. It will provide information to everyone about our existence and to provide service to our people. B. SWOT Analysis Strengths The Stand Law Firm specializes in criminal cases. Services are provided by the finest lawyers of our generation combining older attorneys with the new ones who are fresh out of top law schools with the latest information in finding and using the accurate information to win criminal cases. Enhance effective communications and develop relationship among their clients since lawyers deal with the people all day long. Weaknesses Expensive and limited services. Not enough advertisements to showcase the firms services. Poor business skills since they spend most of their time in finding the correct solution for a criminal case. Opportunities High crime rate in the Philippines. Advancement in technology has opened up new field in Criminal Law. Threats High level of competition around the location. Lower cost of services of the competitors. Bad economy in the Philippines. Competition The competition between law firms is indeed tight and not common in the different industries in our country. Proper strategies are needed to be applied in order to gain the success and effectiveness most law firm aim. In creating a new law firm, we might not be able to attract new clients since it started from scratch. Our competitors are obviously those existing law firms that are popular and effective in our country. There is also competition when it comes to the national economy. If our economy is down, we might not be able to expect a good income or profit from our clients since our services are costly for a criminal case to be won. Product Offering The services which Stand Firm provides are legal consultation, notarial services, strategic research and planning, client relationship management and marketing, interactive, marketing campaigns, spotlight on the law. Key to Success The key to success are to lure and inform middle to high class clients to avail of the services, which in turn will satisfy and please the customers by providing the services they want. This firm will be an image of a firm that provides justice with great excellence of work towards its clients. This will ensure that the firm will prosper and will succeed in its endeavour. Critical Issues The critical issues that Stand Firm faces are related to expansion. It is important for Stand Firm to expand, not for the sake of expansion in and of itself, but because it makes wise fiscal sense to. Stand Firm will continue to take a modest approach to growing the business. II. Marketing Strategy A. Mission The mission of Stand Firm is to provide the Philippine community with technological and public interest legal guidance. We exist to attract and maintain customers and to support the public interest community. B. Marketing Objectives The objectives for Stand Firm for its first year of operation include:
1. To create a law firm whose primary goal is to exceed customers expectation. 2. To develop loyal clients. 3. To increase the ability to serve public interest organizations each year. 4. To be able to offer each year some legal services at a subsidized rate. C. Target Market Stand Firm is a law firm that aims to provide legal aid and services of middle to high classes of society. D. Positioning Stand Firm will help mould and shape the people through its values and excellence that it possessed. This will be done by providing legal services to its clients. E. Strategies To gain more profit and loyalty to its clients, the Stand Firm will execute strategies that are deemed to be useful in developing a new rise law firm in our country. The Stand Firm will adopt the technological marketing strategy through which this law firm will be marketed online. It will promote the services that most law firms barely do. The clients will be able to access the firms records and credentials of lawyers that might help them win the criminal cases. Also through this feature the Stand Firm will accommodate clients through recommendations which steps we will use to gain more success and excellence. The Stand Firm will also seek the promotions by referrals. Our law firm seeks for justice and excellence. Through this aim, we assure the referrals of our clients and extend to them the help that we can give. F. Marketing Mix Product: The firm will cater criminal and penal cases. Price: Php 100,000 and above per case. Place: The firm is located in Makati City, Philippines were most companies and corporate establishments are near. Promotion: The firm will be marketed through the internet, newspapers, radio, and pamphlets. IV. Marketing Executions and Control A. Implementation Philippine Partnerships must be registered with the Securities and Exchange Commission (SEC). Steps and requirements to register a partnership with the SEC are: 1 Verification and reservation of the name of the partnership at the SEC. Once the name is accepted the SEC will issue a Name Verification Slip. 2 Articles of Partnership: The Articles of Partnership define the obligations, responsibilities and roles of each partner and how the profits and losses will be shared and states who the general and limited partners are. Unless otherwise stated a general partner may act on behalf of the partnership without any limitations. By law a limited partner is not allowed to participate actively in the management of the partnership or control of the business operations. 3 - Affidavit of a general partner undertaking to change partnership name (not required if Articles of Partnership has provision on this commitment) + Additional requirements: - Endorsement/clearance from other government agencies, if applicable Partnership must be dissolved upon the death of one of its general partners. General partners are personally legally responsible for all the obligations of the partnership. Limited partners are personally legally responsible only up to the amount of their capital contribution to the Partnership. A partnership is taxed like a corporation. Foreigners can not be a partner in a partnership which owns land. A corporation may not be a partner in a partnership. In the case of a limited partnership, the word Limited or Ltd must be added to the partnership name. Articles of Partnership of limited partnerships should be under oath only (Jurat) and not recognized before a notary public. B. Marketing Organization Stand Firm is a legal consultants office founded by the most prominent lawyers in the country known for their high stand skill in the field of criminal law. The executive board of Stand Firm is composed by Atty. Karen Ann Huerto, Atty. Vanessa Marie Molino and Atty. Ysabella Juselle Sumaya. Atty. Claire Perez and Atty. Paolo Tamayo are the co-owners of the firm. They are all from the topnotchers of the Philippine Bar Association. Under it, there are seven major departments composing the firm. The Advertising and Sales Department is being handled by Atty. Karen Ann Huerto. The main function of the advertising department is to identify the companys product and differentiate it from other law firms while the function of a sales department is attract and retain customers. The Promotion Department is being handled by Atty. Ysabella Juselle Sumaya where its main focus is on the promotion of the firm through net and referrals. The Marketing Department is taken over by Atty. Claire Perez wherein she takes note of the plans for the law firm and its performance. On the other hand, the Research and Human Resource Departments are being handled by Atty. Vanessa Marie Molino that will be deemed important in handling criminal cases to be explored and employees being overviewed for the law firm. The Legal and Accounting Departments are managed by Atty. Paolo Tamayo, him having a background on the two departments, focuses on the fees and costs by the law firm and the legal matters of the company. C. Contingency Plans 1. To extend our legal guidance and assistance to the lower sector of the society. 2. To lessen the high class lawyers and to welcome OJTs to help giving our legal services to clients. 3. To budget our supplies every month depending on its availability. 4. To promote Stand Firm to other sectors of society. 5. To give another set of objectives for the additional target market Stand Firm will cater its services to.
D. Difficulties One of the difficulties of Stand Firm is to establish its company name. Because Stand Firm is only new, it will be very hard to get clients. It needs to establish the good will of the company in order to be known and get clients. E. Risks Because Stand Firm is a high class law firm, it needs to hire high class lawyers to work on the company. One of the risks is because of high paid lawyers there will be a possibility that not all the times, they have clients. There are too many expenses but no income. F. Key Indicator for Success If the company is established well, you can get as many clients especially big time clients. Many big companies will get this firm as retainers that will serve as legal counsel. Like for example, ABS-CBN, they can get Stand Firm as their legal counsel which will be paid every month. Another indicator is that when the company starts to get winning criminal cases, a lot of clients would refer Stand Firm to help them and to be given legal assistance in case they need to.
G. Control The purpose of Stand Firms marketing plan is to serve as a guide for the organization. It is also to give its clients its genuine legal services. The following areas will be observed to improve the law firms standing and effective performance: Customer satisfaction Resolved criminal cases Monthly costs Loyal clients Online services
V. Financials STAND FIRM Projected Balance Sheet March to April 2013 Current Assets Cost Current Liabilities Cost Cash PHP 180,000 Accounts Payable PHP 116,000 Accounts Receivables 120,000 Notes Payable 45,000 Inventory 30,700 Utilities Payable 30,000 Supplies 12,200 Wages Payable 70,500 Prepaid Insurance 7,000 Interest Payable 46,600 Total current Assets: 349,900 Taxes Payable 22,400 Non-current Assets Total current Liabilities: 330,500 Investments 50,000 Long term Liabilities
Land 600,000 Notes Payable 85,000 Buildings 425,000 Bonds Payable 38,900 Equipment 300,000 Total Long term Liabilities Payable: 123,900 Total Non-current Assets: 1,375,000 Total Liabilities: 454,400 Other Assets: 25,000 Stock Holders Equity
Total Assets: 1,749,900 Capital 1,000,000 Earnings 295,500 Total: Stock Holders Equity 1,295,500 Total: Stock Holders Equity & Liabilities 1,749,900