Professional Documents
Culture Documents
A Thesis
Presented to
The College of Arts and Sciences
San Beda College – Mendiola
In Partial Fulfilment
Of the Requirements in English 04
Bachelor of Science in Business Administration
Major in Marketing and Corporate Communications
By:
Kristine Dianne Caballa
Philipp Gibran Cahilig
Ruth Claire Paat
Xavier Quizan
Daphne Valenzuela
January 2010
CERTIFICATION OF THE ADVISER
This is to certify that the thesis of Kristine Dianne Caballa, Philipp Gibran
Cahilig, Ruth Claire Paat, Xavier Quizan and Danielle Daphne Valenzuela, entitled
Mendiola Rather Than Any Other Fastfood Chains Nearby”, has met the partial
___________________________
ADVISER
TABLE OF CONTENTS
PAGE
BIBLIOGRAPHY -------------------------------------------------------------------
APPENDICES
CHAPTER 1
Rationale
McDonald's brand mission is to "be our customers' favorite place and way to
eat." Their worldwide operations have been aligned around a global strategy called
the ‘Plan to Win’ centring on the five basics of an exceptional customer experience –
People, Products, Place, Price and Promotion. They are committed to improving their
For over 50 years, McDonald’s has been giving opportunities to people who
share the same vision. Now, there are more than 7,000 McDonald’s franchisees in 119
1985. Since then, franchised stores in the Philippines grew to over 100 stores with
more than 60 franchisees (Most have been part of the McDonald’s Family for around
10 to 15 years!).
combination of great tasting, quality food products at value prices with excellent
service. It means to be the first to respond to the fast changing needs of the Filipino
family. The first choice when it comes to food and dining experience! And the first
mention as the ideal employer and socially responsible company. The corporation
the generation. Consumers seek more health-friendly foods that are free from bad
The Marketability of
- Affordability McDonald’s Mendiola
- Accessibility
- Quality
- Service
- Marketing Strategy
- Time
Environment
Finance
Customers
that affect the variables. Among the college students of Mendiola Consortium, Bedans
are only few of the customers of this food chain. Most of their customers are from the
nearby colleges specifically La Consolacion and CEU. Often times during weekdays
between 12pm – 3pm, which means the Lunch Rush, group of students were rushing
to this food chain. This doesn’t include the passers-by customers that lived or worked
Mendiola, there are certain problems that a consumer must take importance of.
Specific Statement: 1.) How does a Fastfood Chain play a role in college students?
3.) What are the views of the college students regarding Fastfood
Chains?
Hypothesis
Fast food also known as Quick Service Restaurant or QSR within the industry
itself, is the term given to food that can be prepared and served very quickly. While
any meal with low preparation time can be considered to be fast food, typically the
term refers to food sold in a restaurant or store with low quality preparation, preheated
or precooked ingredients, and served to the customer in a packaged form for take-
out/take-away.
The concept of ready-cooked food for sale is closely connected with urban
development. Nearly from its inception, fast food has been designed to be eaten "on
the go", often does not require traditional cutlery, and is eaten as a finger food.
Common menu items at fast food outlets include fish and chips, sandwiches, pitas,
hamburgers, fried chicken, French fries, chicken nuggets, tacos, pizza, hot dogs, and
ice cream, although many fast food restaurants offer "slower" foods like chili, mashed
Traditional street food is available around the world, usually from small
operators and independent vendors operating from a cart, table, portable grill or motor
vehicle. Common examples include Vietnamese noodle vendors, New York City hot
dog carts, and taco trucks. Turo-Turo vendors are a feature of Philippine life.
Commonly, street vendors provide a colorful and varying range of options designed to
is typical for street vendors to call out prices, sing or chant sales-pitches, play music,
customers. In some cases, this can garner more attention than the food itself; some
industrial fashion, i.e., on a large scale with standard ingredients and standardized
plastic wrapping, in a fashion which minimizes cost. In most fast food operations,
menu items are generally made from processed ingredients prepared at a central
supply facility and then shipped to individual outlets where they are reheated, cooked
process ensures a consistent level of product quality, and is the key to being able to
deliver the order quickly to the customer and eliminate labor and equipment costs in
Among other fast food chains, McDonald’s is the largest in the industry. With
managing and maintaining the day-to-day operations of its various hardware and
software store system. This innovation of McDonald’s would cost a lot of money.
Since the Golden Arches makes its way through innovation, they started up installing
Wi-Fi devices that makes customers connect free to the internet without any charges.
As soon as this technology covers the rest of the branches, they will maximize their
After a full and satisfying meal in McDonald’s, you will feel that your money
was worth a while. If chances that McDonald’s is far from your location, they’re just
a phone away and they will make sure that your orders are posted immediately. These
Philippines, they started crawling through the taste of the Filipinos. Its biggest rival is
when Jollibee boomed the fastfood industry. Jollibee make a way how to sink into the
Filipino taste. Hence, this threat to McDonalds’s gives them a hint on how to make
their strategy – by producing Fried Chicken Meals. From any other branches of
McDonald’s, Philippines is the only country that serves Fried Chicken Meals to their
customers. Until now, they are seeking for new way of enriching their menu to cope
from fast-food leader Jollibee Foods, by launching the first McCafé coffee unit in
Manila. The Philippines' Board of Investments recently gave approval for McDonald's
Corp. to have majority control in the Philippines operation, which the parent company
Definition of Terms
information. In trying to understand what the study is, these terminologies will
Chain Store - retail outlets which share a brand and central management.
Marketability – similar to liquidity, except that liquidity implies that the value
of the security is preserved, whereas marketability simply indicates that the security
not always similarly matched, but they are well known to each other.
CHAPTER II
Conceptual Literature
McDonald’s commitment to its franchisees does not end with the training. It
business controls. These field consultants can become valued business partners and
must fund and which lasts about nine months. This training is essential and begins
with working in a restaurant, wearing the staff uniform and learning everything from
management, leadership skills, team building and handling customer enquiries. The
franchisees will have to recruit, train and motivate their workforce, so they must learn
the skills of human resource management. During the final period, they learn about
stock control and ordering, profit and loss accounts and the legal side of hiring and
member of his or her staff to do something that they couldn’t do themselves. Knowing
this can also be a powerful motivator for the staff. (Smith, 2005)
which identifies one organisation’s products from those of its competitors. (Kroc,
2007)
Related Literature
restaurant opened in 2009, and those golden arches now spread across almost 118
countries, welcoming some 58m customers every day. Not enough, the company says.
On any day McDonald's still only serves less than 1% of the world population,
leaving plenty of room for growth. However profits fell dramatically in 2002 and the
group took unprecedented steps to close under-performing outlets, even pulling out of
a few markets altogether. That move appeared to have paid off by 2004, and the group
has reported strong growth ever since, even in the face of an economic downturn. A
key factor has been the broadening of the McDonald's menu with an enhanced range
of breakfast items, chicken and salad meals and premium beverages. Advertising Age
Cahn (2002) stressed that as more than one billion burgers have now been
sold, Ronald McDonald is enjoying great success. This is all despite rampant
childhood obesity and the fact that Americans are, as whole, a very fat nation. We
once wondered at the stresses that McDonald’s PR agents must feel every time news
show mentions obesity. You know they realize they are certainly going to be
While Alexander (1988) emphasized that one neat thing McDonald’s has done
is to partner with Nintendo for Wi-Fi. We are following the US market in terms of
growth, so this year, we will continue with the specific projects that have been started
last year and the consolidation of the different applications, so that the stores can
Research Design
analysis uses citations in scholarly works to establish links. Many different links can
journals, between fields, or even between countries. Citations both from and to a
certain document may be studied. One very common use of citation analysis is to
determine the impact of a single author on a given field by counting the number of
Recently, a new growth area in Bibliometrics has been in the emerging field of
web metrics, or cyber metrics as it is often called. Web metrics can be defined as
the World Wide Web. Such techniques may also be used to map out areas of the Web
that appear to be most useful or influential, based on the number of times they are
directly observed.
Surveys are used extensively in library and information science to assess
attitudes and characteristics of a wide range of subjects, from the quality of user-
Research Instrument
of the population under study. Questionnaires are helpful to be able to find out the
different opinions of every participant of the study. The questionnaire purely talks
about the marketability of McDonald’s and its factors that affect the good
the person is an expert of the given field you wish to discuss. Structured interview is
one of the types of interviews that have a list of questions to be answered by the
The respondents of the study are the College Students of San Beda College –
Mendiola. It is an advantage that the respondents are within the same vicinity where
the research is studied. College Students have enough knowledge of the topic. By this,
College – Mendiola. There were 10 representatives for each year and the
questionnaires were given to them and all of it was answered. This amount of the
given questionnaires is enough to determine the views of the students regarding the
topic.
Statistical Treatment
The data analysis will be done through percentage and application of various
statistical methods. Percentages and ratios which are useful when comparing two or
more series of data, while statistical method for significant proportion and the mean of
n= ___N___
1 + N(e)2
The researchers used the random sampling as its method of sample selection.
Presentation of Data
These are the results of the questionnaires that were distributed to 40 people in
different year levels. Every graph represents the percentage of answers for each
15% 10%
28%
47%
Nevertheless, 28% (11 respondents) of them eat at McDonald's least once a week.
Likewise, 15% (6 respondents) of the respondents eat at least once every semester
in McDonald’s and the least which is 10% (4 respondents) of the respondents eat
at McDonald’s everyday.
Is McDonald's affordable?
Yes No
33%
67%
respondents) said that McDonald’s is affordable and the rest doesn’t agree which
25%
29%
28% 18%
foods and promos were McDonald’s greatest edge among any other fastfood
chains. The 28% (11 respondents) of the respondents agreed that the edge of
McDonald’s is their service. Hence, the 25% (10 respondents) of the respondents
stuck to the fact that McDonald’s is affordable while the rest 18% (7 respondents)
20%
45%
30%
5%
The 45% (18 respondents) of the respondents, directed to Figure 5, said that
McDonald’s was just right for a students’ budget but a big number of respondents
which is 30% (12 respondents) said that McDonald’s value meals were expensive. In
that McDonald’s value meals, described by the name itself, were cheap and only few
Yes No
28%
72%
Figure 6: Satisfaction of customers to McDonald’s Meals
said that they are much satisfied with the meals served by McDonald’s while 28% (11
13%
30%
18%
39%
good, 30% (12 respondents) believed that McDonald’s food was excellent, 18% (7
respondents) thought that its fair and the rest 13% (5 respondents) said that it has
needs improvement.
Service
18%
27%
23%
32%
Figure 8: Customers rating to McDonald’s services
McDonald’s services were very good, positively, a big number of respondents, which
is 27% (11 respondents), believed that McDonald’s services were excellent. Knowing
the fact that certain number of people rated fair with 23% (9 respondents) and needs
8%
20% 35%
37%
In figure 9, 37% (15 respondents) said that McDonald’s facilities were very
respondents) of the respondents were not really satisfied and chose fair and a least
5%
13%
44%
38%
Figure 10: Consumer’s rating to McDonald’s
customers
In Figure 10, 44% (18 respondents) of respondents believed that McDonald’s
customers were very good in all aspects and a great number of respondents which is
38% (15 respondents) said that customers were excellent. 13% (5 respondents)
Crew
5%
13% 25%
57%
well when it comes to McDonald’s crew. Far related to 25% (10 respondents) that