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The Problem and Its Background
The Problem and Its Background
Introduction
customer. It is the promotion of a product or service that the company offers. The
marketing before is called trade, commerce, and distribution which are used in
exchanging products. The radio, television and print advertisement are used for
promoting products. The view of marketing before is “telling and selling”, but now
the seller needs to meet the satisfaction of the customer, not just to meet but to
exceed. Companies with the most effective marketing efforts thoroughly understand
their customers and create a product or service to meet the needs and satisfaction of
the customer while using the best channels for communicating to the target market
Fast food industry is a subsector of the larger restaurant industry. The three (3)
selected fast food chain in the Philippines serves good, clean, and cheap food in a
moment of time. Fast food chains in the Philippines commonly use radio, television,
and billboards to promote their products. The success of fast food industry in the
placing emphasis on value speed and efficient service and franchising. The fast food
industry has changed the urban lifestyle because it developed well in cities but fast
food companies are reluctant to develop a market in the suburban. (KJ Chen, 2008)
Jollibee, McDonald’s and Chowking are the leading fast food chains in the
country (N. Bermosa, 2015). They already have numerous customers but they
continue perform marketing strategies in order to gain more customers. They perform
different marketing strategies in order to meet the satisfaction level of their customers.
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Meeting the needs of the customers is not that easy. They use contemporary
marketing approach which builds a bridge between the business and the customers
through gamification. Jollibee is the leading fast food chain in the country. Jollibee
used to have kids as their target market but they are also targeting adults. They hold
different marketing strategies that attract potential customers. Next in line is the
McDonald’s. Like Jollibee they hold numerous marketing strategies to attract more
combines Western fast food service with Chinese food menu. Jollibee is established
The marketing strategies of the selected fast food chain are held to satisfy its
different ways that can catch the attention of the potential customers. This
investigation focuses on the marketing strategies of the fast food chain that will
satisfy their customers. Despite the different marketing strategies of these fast food
chain, which supplied the food quickly after ordering and minimal service offering for
dining and takeout facilities. Fast food also refers to food that can be prepared and
served quickly. Fast food restaurants usually have a walk up counter or drive-thru
window where you order and pick up your food. Typically, fast foods sold in a
restaurant or store with preheated ingredients and serve to the customer in a packaged
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form for take away. Customers are generally price sensitive towards purchases of
food but those from the middle to high income group are willing to pay more for the
quality foods. According to Namita Jain (2010), fast food is often the default choice.
Not only is it convenient and easy to grab, it's also tasty and cheap. And fast food
joints also serve as great teenage hangout places. Fast food is also popular nowadays
because it is cheap, fast, and tasty and advertisers make it seem healthy, so naturally it
seems like a no brainer. Fast food restaurants are very popular because they serve
filling foods that taste good and don't cost a lot of money.
group of millennials, especially those coming from the emerging middle class. The
increasingly on-the-go lifestyles of millennials are a huge opportunity for fast food
types of foodservice.
Jollibee Food Corp (JFC), the largest Asian foodservice company, continued
to lead fast food in 2017, with each of its brands also leading in their respective
categories. The group recorded double-digit value sales growth over much of the
McDonald’s was the second-ranked brand within fast food in 2017, positioned
behind Jollibee. McDonald’s posted strong value sales growth in 2017 thanks to its
product launches and consistent marketing and promotion of its core menu.
Chowking was the third-rand within fast food in 2017. Chowking was
pioneered the quick-service restaurant concept in the Philippines which combines the
best Western fast-food service and the delicious taste of Chinese food in restaurants.
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Chowking’s more than 300 stores in the Philippines, and more than 20 stores on other
countries.
Fast Food Chain in the Country as Observed in City of San Jose Del Monte, Bulacan”
is an attempt to find answer to the question “How may the marketing strategies of fast
food chains and satisfaction level of the customers relate to each other?” Specifically,
1.1 age
1.2 gender
2. What are the marketing strategies of the top three fast food chain?
3. How may the respondents rate their satisfaction level on the marketing
strategies (7P’s) of the three fast food chain in terms of the following:
3.1 place
3.2 product
3.3 promotion
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Scope and Delimitation
The intent of this study is to know the competing marketing strategies in terms
of place, product and promotion of the top three fast food chain in the country as
observed in City of San Jose Del Monte, Bulacan. The research conducted data within
the vicinity of San Jose Del Monte City. Sixty (60) respondents were used as the
sample in conducting the survey. The study considers the profile of the respondents
idea on different marketing strategy and think about having new marketing strategies
effectively.
Future Business Owners • This study will help the future business owners to know
Future Researchers • This study will benefit the future researchers to have an
overview about business world and it can be one of their reference on their research
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Input Output
Process
1) Profile of the 1) Ranking of the
1) Data Gathering
respondents best marketing
1.1 Survey
1.1 age strategies
questionnaires
1.2 gender 2) Recommendations
1.2 Interview
1.3 monthly income
1.3 Observations
2) Marketing
2) Statistical
strategies of the
Treatment
three fast food
3) Data Analysis
chain
2.1 place
2.2 product
2.3 promotion
Feedback
The conceptual framework of this study in San Jose del Monte National High
School the paradigm shows the INPUT – PRROCESS – OUTPUT approaches. In the
first column which is the INPUT it shows the profile of the respondents which are the
age, gender and monthly income. The other is the marketing strategies of the three
fast food chain in the country that contained place, product and promotion. On the
second part of it contains the PROCESS that shows the data gathering which are the
survey questionnaires, interview and observations and also shows the data analysis.
And the last part is the OUPUT that shows the ranking of the best marketing
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Definition of Terms
support for their client base with a product range that varies depending on what the
target market desires, rather than what company wants them to have.
Customers are the person who buys a product or uses service from a business.
based on whether their need is met effortless, in a convenient way that makes them
Fast Food Chain also known as Quick Service Restaurant (QSR), refers to the
buildings used for the preparation and sale of ready-to-eat food. Fast Food Chain is
company communicate with the customer to know their feedback about their
products.
Marketing Strategies are the process that involves a product or service’s attributes,
pricing, distribution and promotion. All of these activities must work together to
Potential Customers are the person who hasn’t yet purchased the products or
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Profitable Relationship is the customer relationship management is the overall
superior value and satisfaction. It deals with all aspects of acquiring, keeping, and
growing customers.
products and services. The target customers are those who are most likely to buy from
a business.