Escolar Documentos
Profissional Documentos
Cultura Documentos
Presented to the
Marketing 1
By
Jayther R. Pena
Ivan A. Canaria
2019
ACKNOWLEDGEMENT
With a sincere gratitude, all praises to the mighty God. For the knowledge
and help. He implore on us after all the obstacles and hardship that obstruct our
path, finally we have reach our goal. Without a doubt, we would like to say that
during the completion of this course, vast of experiences and knowledge have
been obtained.
We would also like to thank our instructor, Mr. Cesar P. Abasolo, for his
guidance, advices and for his knowledge in making this marketing plan in
Lastly, we hope that the knowledge we have gained from this course can
in the future.
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MABINI COLLEGES
Examination.
CESAR P. ABASOLO
Adviser
________________________________________________________________
APPROVAL SHEET
Owner Adviser
ii
TABLE OF CONTENTS
Acknowledgement i
Approval Sheet ii
I. EXECUTIVE SUMMARY 1
II. MISSION 1
III. OBJECTIVES 1
A. Business Background 2
C. Distribution 2
V. MACROENVIRONMENTAL ANALYSIS
A. Economic Analysis 3
C. Legal Analysis 4
D. Socio-Cultural Analysis 4
A. Market Definition 5
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VII. ISSUES AND OPPORTUNITIES
A. Strengths 7
B. Weaknesses 7
C. Opportunities 7-8
D. Threats 8
VIII. GOALS
A. Financial 9
B. Marketing 9
A. Market Expansion 10
B. Pricing Strategy 10
C. Distribution Strategy 10
E. Advertising Strategy 11
B. Pricing Programs 12
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C. Distribution Programs 13
E. Advertising Programs 13
Contingency Plans 15
Marketing Budget 16
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I. Executive Summary
locals for its authentic foods located at Gov. Panotes Ave. Daet, Camarines
Norte and attain the highest potential growth and economical advantage
its competitors. In addition, analysis of its internal and external factors has
I. MISSION
with excellent food. The mission is not only to have great tasting food, but
paramount.
II. OBJECTIVES
Filipino style of cooking and establish its name in the local community.
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III. THE BUSINESS
A. Business background
locals for its authentic Filipino style foods. The business is a sole proprietor
that was opened on December 16, 2018 at Gov. Panotes Ave. Daet,
Camarines Norte. Serving the customer with passion and love became the
services. Balason's restaurant also accepts catering requests for events like
birthday parties and more. Popular local dishes are served in the restaurant
C. Distribution
The ingredients used are prepared prior to any orders. The foods are
served hot and fresh, it is only cooked upon ordering that would take ten to
D. Marketing Personnel
sure that the offered products are properly distributed and served to the
customers. The owner and some employees are the one that promote
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the restaurant through sharing the information about it, in the meanwhile.
Balason’s has a face book page that updates customers for new features
V. MACROENVIRONMENTAL ANALYSIS
A. ECONOMIC ANALYSIS
ingredients. Surely the inflation puts a lot of pressure not only to the
B. INDUSTRY ANALYSIS
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SUPPLIER POWER BUYER POWER
Suppliers power is low due THREAT OF It is high. Buyers could easily
SUBSTITUTE switch to another competitor
to availability of substitute
S as they desire.
products, no threat of
forward integration and
switching cost are low. THREAT OF SUBSTITUTE
It is high. Consumers could easily find the
same type of dishes.
C. LEGAL ANALYSIS
Mayor’s Permit, Sanitary Permit to operate and BIR registration are among
Also, Balason’s ensures that they are following the right processes in
managing the business through complying with the regulatory policies like
for any business. It is important for the entities to conduct research about
the customers and their target areas. The demand of the customers for a
certain kind of product changes in time. To stay in touch with the customers
and their likes is required for any business to sustain in the long run.
E. TECHNOLOGICAL ANALYSIS
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their influence on the remote or macro-environment of the business.
running a restaurant easier faster and more profitable. This tech revolution
A. MARKET DEFINITION
desire for good food and a fascinating atmosphere. They offer a new fine
dining concept to the area. The elegant atmosphere, their excellent food
and friendly staff will stand out and make a name in the area. Balason’s
interesting environment.
B. MARKET SEGMENTATION
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Balason’s intends to cater to a wide group of people. They want
and varied menu. It is their goal to have "something for everyone" everyday
on their menu. In looking at their market analysis, they have defined the
meet each other and develop a network. These young couples are generally
The Family: The perfect place for a family dinner. Families will come for the
Balason’s restaurant will have a broad target market. People of all ages
it does not stop with that, restaurant need to ensure complete customer
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basic services restaurants need to provide the customer come and eat;
hospitality.
SWOT Analysis
threats. SWOT analysis gives you the opportunity to figure out where you
get a better perspective of the potential threats and weaknesses that the
A. STRENGTHS
B. WEAKNESSES
Lacks exposure
C. OPPORTUNITIES
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Students as Target customers
D. THREATS
TOWS ANALYSIS
The use of TOWS Analysis gives an opportunity for to examine further about
and threats. Also, by analysing thoroughly their positive and negative attributes, it
gives an idea for the entity to provide different strategies and how they will make it
STRENGTHS WEAKNESS
Internal Factors S1. Positive feedbacks W1. Lack of variety
S2. Geographic advantage W2. Lack of exposure
External Factors
OPPORTUNITIES SO STRATEGIES WO STRATEGIES
O1. Students as target SO1 Make an advertisement WO1 Create more
customer specifically targeting students exposure through social
O2. Utilization of using its positive reviews media platform and have
Social media online. an active image to younger
SO2 Ask customers to make customers.
a review about the restaurant WO2 Ask customers for
and take photo of customers dishes they would like
and post it on social media Balason's to provide.
and their review is the
caption
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THREATS ST STRATEGIES WT STRATEGIES
T1. Emerging local ST1 Create a student budget WT1 Focus on increasing
competitions items for the menu. the volume of customers
T2. Dishes are easy to ST2 More exposure through and getting more exposure.
imitate social media to attract locals. WT2 Add new dishes to the
menu.
VIII. GOALS
A. FINANCIAL
branch on Daet near Camarines Norte State College campus and investing in
B. MARKETING
will help grow the sales rendered and it will be a great advantage of exposing the
business to a wider audience. Also, this will increase pool of potential customers
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X. SPECIFIC MARKETING STRATEGY
A. PRODUCT/SERVICE STRATEGY
Product, Balason’s offers authentic Filipino style foods in a relaxed and cozy
atmosphere with a wide and varied menu. It is their goal to have "something for
B. PRICING STRATEGY
may feel that quality is being compromised. The price must match the idea of
a meal that is affordable. The meal's prices would range 30 to 60 for a single
small meal and 120 to 180 for meal of three persons to four. Customers will
C. DISTRIBUTION STRATEGY
restaurant.
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D. PERSONAL SELLING STRATEGY
talking directly to customers addressing any concerns. All staff should be made
whole, as well as individual menu items. For a newly established restaurant like
E. ADVERTISING STRATEGY
appears.
it to connect with its customers and build an active image. Social media will be
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Balason’s restaurant accepts request and suggestions through their social
review as the caption of the post. This attract younger audience and other
prepared that is posted weekly on its facebook account, promoting the dish
being featured. Thus, increasing the attention, it would get through the internet.
A. PRODUCT/SERVICE PROGRAMS
nearby schools like Mabini Colleges and Moreno Integrated school. Adding a
various customers.
B. PRICING PROGRAMS
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Students meal process will range from 30 and 60 pesos for a single small
meal for one person and 120 and 180 pesos for a three persons meal.
other schools nearby who come in and eat at the restaurant and other
customers.
the owner and the manager. He encourages customers especially students and
families. Furthermore, the owner ensures that the crews are doing fine and
E. ADVERTISING PROGRAMS
promotional campaign through the use of social media. Facebook has been its
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The most powerful innovative direct marketing program this day is through
This program currently exists and it will continue upon its business operation.
the idea is to directly connect with customers in a more personal way. The
sales promotion will be done by its crew and staffs every time a customer
dines and agreed for a picture. The management plans to use any smart
The publicity and public relations will be done by the manager through
Any business is exposed to many different risks arising from the conduct of
male with only two females. Male employees may take advantage of the
inappropriate way. This would make the customers feel uncomfortable. This
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B. CONTINGENCY PLANS
and hire and train applicants preferably female incase an incident happened
The basic aim of food industry research and development (R&D) is to create
new products and launch them successfully on the market. Some specific
aims of strategic R&D are to: reduce costs which lowers product prices;
nutritional value to provide for dietary needs; improve food safety; add
significant product step change. The latter usually comes from new
(https://link.springer.com/content/pdf/10.1007/978-1-4615-6221-4_8.pdf)
D. MARKET RESEARCH
decision on current and future world food trends through convenient reporting
options. The information covers insight into size, segmentation and growth of
can be broken down into food types, meal specific foods, cultural meals,
Culinary Trend Tracking Series (CuTTS) which provides insight into the trends
which shape and reshape food service and retail sectors of the food industry.
(https://www.marketresearch.com/Food-Beverage-c84/Food-c167/)
MARKETING BUDGET
MONITORING PROGRAM
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constantly analyzed to determine the actual performance of the business
derived marketing plan versus the amount of sales each marketing strategy
Sales Generated – The fastest and most basic way to determine whether
the marketing plan works is when the number of sales generated has
increased.
forms can help Balason’s to determine what type of reactions the executed
revealed and could be a great help for Balason’s to depict which marketing
XIV. Documentation
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