HomeBENCHMARK: College of Business Research Journalvol. 3 no. 1 (2018)

Marketing Strategies of Selected Customs Brokerage Companies in Parañaque City

Lyka Mae Enriquez | Jonalyn Antaran | Janine Baldoza



A marketing strategy is an organization's scheme that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. Customs brokerage companies, seeing that they sell services, may face challenges in their marketing strategies as services cannot be exhibited to target customers. Hence, it is interesting to know if the respondents of this study have similarities and differences in terms of their marketing strategies specifically on their service, price, place, and promotional strategies. The study also outlines the possible challenges the respondents have come across in the course of their marketing strategies. The study applied the descriptive-qualitative design. It employed five selected brokerage companies in Parañaque as subjects of the study. The researchers utilized the purposive sampling technique. Majority of the customs brokerage companies had a corporation type of ownership and had a longer experience (13- 36 years) in the customs industry. Two of them have a short length of experience (3-4 years) in the customs industry. Also, the majority of them have 50 and above employees. Most of the respondent firms are involved in customs brokerage and freight forwarding. All of the respondent firms' main concern is meeting their client's desires and fulfillment. Price bundling and commitment incentives are common to the respondent firms. Majority of the respondents have their own trucks for transport and delivery. Most of them are members of different accredited organizations. All of the respondent firms communicate with their clients through their website, phone calls, emails and meeting them personally. Most of the respondent firms encounter a delay in the delivery of the articles to their clients. All companies claimed that truck ban is the most common problem encountered with regards to the delivery and relatively lower competitor's price with regards to price. Majority of the companies are well-equipped with knowledge of the promotional strategies.