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MARKETING ASPECT
The marketing aspect is one of the important parts of feasibility study, wherein it shows
the probability of the study. Marketing aspect should be directed towards the goal of the
organization and at the goal of every individual. This should be changing due to the changing
This chapter will discuss all the marketing aspects of the cafeteria. The discussion will
include the industry profile, description and uses of the product, consumer behavior, demand
analysis, projected demand, supply analysis, projected supply, demand and supply consolidation,
other market consolidation, competitors, market share, purchases, projected purchases, marketing
strategy, promotional strategy, pricing strategy, cost per unit, selling price and terms of sales.
Industry Profile
Food is a basic necessity. The industry which deals with preparing food items/products
refers to the food service industry. The food service industry is and will always remain in high
demand because of its genre. These industries include restaurants, fast foods, school and hospital
cafeterias, catering operations, food carts and food trucks etc. Restaurants and fast foods mainly
Fast food generally refers to the type of restaurants that sell quick, inexpensive take-out
food. During a relatively brief period of time, the fast food industry has helped to transform not
only diet, but also landscape, economy, workforce, and popular culture. The extraordinary
growth of the fast food industry has been obsessed by fundamental changes in society. The
whole experience of buying fast food has become so habitual, that it is now taken for granted,
Restaurants and fast foods are meant for same services except that restaurants offer a
large menu including a variety of cuisines as compared to fast foods, which usually offers a
small menu with quick service. Another difference between a restaurant and fast food is,
restaurants offer meals that are cooked and prepared and is eaten at the premises while fast food
usually is pre-cooked meals or serves meals that are cooked easily. Diners may eat it inside the
store or they can order their food to-go. In fast foods you usually pay before eating unlike full
service restaurants.
Like every other country, the food industry has flourished very well in Philippines.
Filipinos love to eat and thats the reason why you will see a lot of restaurants and fast foods
restaurants scattered in the cities. These restaurants and fast foods can be local or international
food chains. Filipino food and chefs are considered one of the best in the world. It is hardly
surprising that Filipino food is often labeled as somewhat strange (like the balut for example)
but in its own way, its food is a unique mixture of eastern and western cuisines and reflects the
history of Philippines. The Filipino food includes dishes and cooking procedures from China,
Spain, Mexico, United States, and more recently from further abroad. However, what makes
them Filipino is the history and society that introduced and adapted them; the people who turned
them to their tastes and accepted them into their homes and restaurants, and specially the
harmonizing culture that combined them into modern Filipino fare. Some of the popular fast
food chains of Philippines are Jollibee, McDonald, KFC, Chowking, etc. and popular restaurants
important, good food is only a part of the total dining experience. Equally important is believed
to be the way people feel while in the restaurant. This physical and emotional response is a result
of the atmosphere, the total environment to which customers are exposed. The proper
atmosphere can make the food, service and whole dining experience seem better. For that reason
a restaurant or a fast food must take care of the following to please its customers. This includes
checking the cleanliness of the place and freshness of the food, guarded premises, parking area
where people can park, ambiance and landscaping, building design, lighting, and even music.
Most people would agree that, like having a good taste, good nutrition food are
important to ones well being, since many hours are spent bearing weight on them. Yet people
frequently buy delicious yet has low-nutrition meals depends on price, or other reasons, and
then keep eating it till they are lost interest, because they just eat the same food many times.
Bad nutrition can be prevented or reduced from buying healthy meals and proper
exercise. Our cafeteria also can protect us from direct contact on germs. Thats why as being
engage in this business, we are offering different meals that are suited to anybody.
Demand Analysis
Consumer Behavior
The cafeterias consumers are those individuals who make food decisions everyday based
on their need and wants. In short, the target market of the cafeteria is everyone because everyone
needs to eat. The researchers need to consider the factors that affect or contribute to the buying
behavior in order to satisfy the customers needs and wants and also to help them identify the
The study of consumer behavior plays an importance role in marketing which need to
study in how individuals, groups and organizations select, buy, use and dispose of goods,
services, idea or experiences to satisfy the needs and wants of the consumers. Factors that may
influence consumer purchase decisions are the cultural influences, social influences, personal
factors and psychological factors. Those of the factors are vital when using them to apply as the
marketing strategies. It affects peoples life in a way that their perspectives in my buying habits
and in decision making were changed. Also, consumer behavior shows how consumers are
motivated in buying preferences and how to come up with a better decision strategies differ
between products that differ in their level of importance or interest. As a result, this impact will
surely bring about certain changes in behaviors based on positive or negative aspects of learning,
which more explicitly, positive or negative experiences in a situation that they will encounter in
Base on the summary of our survey results on year 2013, we prefer that 72.27% of the total
population of U.N Avenue purchase Silogs Meal, while 61.80% buy Lugaw Meal(egg, tokwa,
Population % Consumers
Projected Demand
Projected demand is the activity of estimating the quantity of a product or service that consumer
will purchase. Demand forecasting may be used in making pricing decisions, in assessing future
Table 2.2
Supply Analysis
Projected Supply
Competitors
Any person or entity which is a rival against another. In business, a company in the same
industry or a similar industry or a similar industry which offer a similar product or service. The
presence of one or more competitors can deduce the prices of goods and services as the
companies attempt to gain a larger market share. Competition also requires companies to become
more efficient in order to reduce costs.
Direct Competitors
Lilangs canteen
Eatery express
Allens Buffet
Indirect Competitors
McDonalds
Jollibee
Chowking
Market Share
Purchases
Projected Purchases
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
Promotional Activity include all the activities carried out by an organization for
promoting its brand. Promotional activities include advertising on television, radio, websites etc,
doing personal selling i.e. Selling the products through sales person or door to door selling etc.
An organization can also promote its products through public relations i.e by use of newspapers,
media. It can sponsor events to become prominent in the eyes of the customers. The ultimate
goal of any promotional activity is to increase the sales of its products or to create brand
Pricing Strategy. Starting a new business or launching a new product or service requires
detailed thought and planning. A critical piece of that planning is deciding how you should price
your products and services. The pricing strategy you choose dramatically impacts the profit
margins of your business, and determine the pace at which your business can grow. Our firm will
penetration pricing strategy offers a high-quality product at a much lower than expected price.
This combination helps the business enter a new market even when strong competitors exist, and
it builds loyalty with new customers from the beginning. The penetration strategy can
dramatically increase the lifetime value of customers, because they're "hooked" with the
outstanding first product offering and--assuming future products are just as high quality--they are
more willing to buy additional products from the company long into the future.
Selling Price
Terms of Sale