Thesis (Master in Management) University of the Philippines Mindanao, 2024

Artistree Crafts and Graphic Solutions is a home-grown advertising company in the King City of the South, Davao City. The business operated last 2008 as Digital Pixmaker Inc., situated at Matina Pangi, offering creative designs and production printings for flyers, posters, brochures, print ads, calendars, and such. In the later part of 2014, the business expanded and transferred to Matina Kawayan Drive in which the production has gone from simple posters and flyers to billboards, booth designs, flexible and panaflex signages, textile and fabric. It was then the owner changed the name from Digital Pixmaker to Artistree Crafts and Graphics. Over the past 15 years, the owner himself did not expect the business to grow and acquire various clients both from private and government sector. With this, the entity is facing challenges as to how to cope up with the growing nature of the business specifically internally such as their organizational structure, marketing, and operational efficiency. The creation of this paper aims to create optimal strategic options for Artistree to help it achieve its objectives. The preparation of this strategic plan was guided by Kotler’s Strategic Plan Model (2003) and Hanes’ ABCDE Model (2020). Strategic planning focuses on integrating organization and human resources management, marketing, finance, operations, and information systems to achieve organizational objectives. It is a process in which organizations assess themselves and their environment, devise plans, implement these plans, and monitor the strategies formulated. The entity had an average ability to respond to its external factors. The organization has been able to respond to market opportunities such as its limited competition, seasonal campaigns, and high barriers for entry. The entity is also a little bit short within the average range on its internal factors, suggesting that the factors being evaluated are neither significantly strong nor notably weak. It implies that the organization has certain strengths and weaknesses but does not excel exceptionally in any particular area nor does it face critical deficiencies. This strategic plan recommends revamping the organizational structure as first phase strategy. To further improve the business, market penetration is recommended as a second phase strategy. The implementation of phased strategies will significantly increase sales performance and brand image of the business. Within 2024-2028, it is expected that Artistree will achieve the proposed goals – increase its market reach, increase its profitability, migrate processes into paperless platforms, and revamp the existing organizational structure to cope up with the growing nature of the business, allowing Artistree to gain a competitive advantage. Successful implementation of these strategies is expected to bring in a net income pf Php 31 million by the end of 2028 driven by a substantial increase in revenue.