00000ctm a22000003a 4500 UP-99796217611057937 Buklod 20220822112223.0 a grb 001 u| ta 220822s1987 xx r |||| u| | (iLib)UPD-00210204648 DENG eng LG 993 1987 E66 T68 A Total systems study on the Marketing System of Metro, Inc. Gilbert Africa...[et. al]. Diliman, Quezon City College of Engineering 1987 ca. 150 leaves Feasibility study Access exclusively for UP IE students. Written permission required from the department head for NON-IE and NON-UP students or researchers Submitted in partial fulfillment of the course requirements in IE 155 : Industrial Systems Design A study of the marketing aspect of the operations of Metro, Inc. was conducted by a group of 5th year Industrial Engineering students of the University of the Philippines within a period of 5 weeks from January to February 1987. Data was supplied by the Corporate Staff Services of the company and additional studies on the LRT system were used as reference material. With the available information, the group came to the conclusion that the marketing effort of the company can be improved by introducing changes in the present organization and by creating a comprehensive marketing strategy. The present marketing system suffers from the lack of a clearly defined organization, resulting to a lack of coordination among departments concerned with different aspects of marketing. As it is, the present system does not provide the necessary interface between the market and the company, and integrated planning and control functions. Market strategies and their implementation are under tight restrictions imposed by the government bureaucracy which controls the LRT system. This has stifled initiative within the company in searching for and implementing revenue increasing projects. The single greatest constraint to any solution for improvement is government control. The group used the strategic marketing approach in proposing a solution for improvement. The solution is divided into two parts, 1) marketing system (organization), and 2) marketing strategies. Alternatives for a marketing organization were proposed and evaluated by the group with respect to cost, acceptability, efficiency, and other criteria. Opportunities for increased revenue were also examined and evaluated. Feasible proposals are integrated in the marketing strategy at the end of the report. The group proposed the following solution: 1) Make permanent the present adhoc Marketing Task Force, with the addition of a coordinator to facilitate the flow of information and supervision of marketing-related activities. 2) Adopt a comprehensive marketing strategy involving price, product and area development, and image enhancing projects among others. Apart from these, the group also recommend further studies on marketing and company policy on organization, supervision and control, and relationship with government agencies concerned with LRT operations. Meralco Transit Organization, Inc. (Metro, Inc.) Service industries--Management. System design. Industrial Systems Design IE 155. Africa, Gilbert. Amilbangsa, Gil. Blancada, Victor. Costales, Rodolfo. Flores, Rommel. Quebral, Gerardo. Raymundo, Federico Jr. Santiago, Nelson. Sy, Antonio Jr. Umali, Adolfo Carlos. Thesis FI UP Paper UPD DENG LG 993 1987 E66 T68 Thesis