Olazo, Rio Joy C.

BM601M Strategic Management

COMPANY PROFILE

There is no doubt this restaurant have satisfied a lot of customers when you
are 18 years in the business. Most food eatery in the neighborhood have come
and go but Packo's has stayed open despite the recession, new establishments
blooming, cut-throat competition, you name it, Packo's has beaten all the odds.

The establishment opens for lunch from 11am-3pm daily service with their
special lunch meals that's guaranteed to fill up any tummy. And if you want to
hold a private party, special events, office celebrations, baptisms or wedding
just look for their customer service and inquire your needs and requirements.
Olazo, Rio Joy C. BM601M Strategic Management

VISION

To be recognize as the best family dining experience by our customers,

rewarding us with profitable operation that will continue to improve the lives of
our people, shareholders and communities in which we operate.

MISSION

To provide our customers with courteous, affordable, technical and exceptional

customer service. To provide continued customer satisfaction to our customers,
to earn the trust of family and friends. To provide a wholesome dining
experience with excellent food quality and service that exceeds customer
expectations, at best value. Service is the heart of our business.
Olazo, Rio Joy C. BM601M Strategic Management

Packo’s Restaurant and Bar Marketing Mix

PRODUCT

Packo’s Restaurant & Bar’s popular dishes all these years are Crispy
Binagoongang Baboy, Grilled Tuna Belly, Boneless Crispy Pata, Beef Belly and
the Pork Sisig. Delicious, not too salty, crunchy, to-die-for, affordable are the
adjectives you hear from customer feedbacks. If you haven't tried eating at
Packo's Restaurant then you are definitely missing a lot. For all of our menus,
we source ingredients locally where possible, with the emphasis on fresh and
natural produce. They also offer beverages like Tequila, Beers, Margarita and
many more. Packo's also provides in-house and other locations within Metro
Manila catering.
Olazo, Rio Joy C. BM601M Strategic Management

PRICE

Packo’s Restaurant and Bar has a reasonable price and good tasting
food. Their special products have a price range for 275-360 pesos. Their
appetizer has a price range 75-100 which consist of fries, tokwa’t baboy,
adobong kangkong and many more. Their soups range from 160-300 pesos
depends on the sizes of bowls. Their salads range form 150-200 pesos. Their
beef ranges form 270-330 pesos. Their pork ranges form 190-435 pesos
depends on the type of pork. Their chicken ranges form 190-250 pesos
depends on how it was cooked. Their sea food ranges from 210-320 pesos.
Their vegetables range from 150-200 pesos. Their desserts range from 30-165
pesos. They also served breakfast that range from 95-125 pesos. They also
have off the grill foods that ranges from 60-400 depends on the weight and type
of food. They also have live fish, Japanese foods and sizzling foods.
Olazo, Rio Joy C. BM601M Strategic Management

PLACE

Packo’s Restaurant & Bar is located #36 Sgt. Esguerra South Triangle,
Quezon City, Philippines. It is also located at Antonio Villegas Street near
YMCA, Ermita, Manila, Philippines.
Olazo, Rio Joy C. BM601M Strategic Management

PROMOTION
Olazo, Rio Joy C. BM601M Strategic Management

Packo’s Restaurant & Bar has also promos for the whole week which
everybody Filipino’s love.

For Monday, they called it Fraternal Night. All association members will
get a discount on food. They just need to present a valid I.D of the group
affiliation. On Tuesday, they called it Tequila Night it is a buy 1 take 1 promo
when you purchase a 750mL bottle for 1800 pesos. They also had a live band
to give customers a refreshing music. Wednesday is Ladies Night. It’s a free
margarita or special house drinks for all the ladies and one with the best attire
and most decent attire will win a special gift/prize on midnight. Great thing
about Packo’s is they also offer a Beer all you can for PHP 299 every Thursday
with a live band and DJ’S music. Packo’s also offers eat all you can oyster for
only PHP 500 with a live band and lady DJ. Saturday is the party night with a
live band up to 12MN and house music until 4AM and for the Sunday –Family
Day. Just bring the entire family for lunch and get a 20% discount. They also
offer a discounted bucket of beer of your choice (San Mig, Pale Pilsen,
Redhorse) for only PHP 275.
Olazo, Rio Joy C. BM601M Strategic Management

MAIN COMPETITIVE ADVANTAGE

Our competitive advantage is the menu, the sales promotion, the

environment, the management, the service and the best store locations. We
have a unique and special Filipino cuisine made from freshest ingredients. Our
sales promotions are very different and everyone could participate. We have
unlimited beer for man and tequila night for the woman with a reasonable price
The chef and cook has an excellent taste for what fine dining is and requires.
Our environment is elegant and comfortable and our decor is warm and
relaxing. You can sing a long and jam with our guest band, dance with our best
DJ and chill with our relaxing ambiance.

Great service is very important to us. The management and servers will
handle every detail to make customer's special evening even more special! All
this and our great atmosphere will make customers want to come back again
and again.

Our store is located near ABS-CBN so you won’t get surprise when a
celebrity is eating with you in the same restaurant. We also offer catering
service for your important events of your life.
Olazo, Rio Joy C. BM601M Strategic Management

MAJOR MARKETS SERVED

The major market served of Packo’s Restaurant and Bar are first, in
Quezon City branch, we served everyone within the vicinity of Tomas Morato,
Quezon City specifically the employee of ABS-CBN. We served those employee
who wants to hang out, chill and get their tummies full with their colleagues
and sometimes you can see some kapamilya artist besides you eating in the
said restaurant. We give them a great and relaxing ambiance that could touch
their soul and serve them extravagant Filipino dishes with a secret recipe from
our finest and great cook. We also served them great varieties of drinks for
heavy drinker and lovely female. In addition, we also served the residence of El
Jardin del Presidente 2 condominium complex. The said condominium is full of
foreigner that’s why our Filipino dishes are fit and exact to them.

In our branch in Malate Manila, our major market served are the
employee of Manila City hall, SM City Manila’s employee and some state
universities within the vicinity like Unibersidad de Manila, Lyceum of the
Philippines and other colleges. But they have certain rules when it comes to
student. Students are not allowed to drink while they are wearing their school
uniforms. In addition, some families chose to come to our restaurant instead
going to some fast food and other restaurant inside the SM Manila because
they want to try something different and wants to occupy the VIP room that our
restaurant offers.

We also served some individuals who wants to cater their special events
in life like birthdays, weddings, and christening.
 Olazo, Rio Joy C.
S
W S3. Offers catering to
O
T S5. Serves great Filipino
Opportunities
O1. How Instagram-
worthy restaurants lure
millennial diners
O2. Top US food critic
says Filipino food is 'next
SWOT BM601M
Analysis Matrix Strategic Management
Strengths Weaknesses
S1. 18 years in the W1. Dishes were specially
business made for adults.
W2 Packo’s Restaurant and
S2. Offers special Bar doesn’t have good
promotions promotion yet.
large groups that are out W3. Catering is available in
to have fun Metro Manila area only.
S4. Staffs were very W4. Customers have to
accommodating, helpful travel further to get to the
and caring restaurant.
Food and has a nice W5. The menu don’t have
ambiance. bundle foods.
S/O Strategies: W/O Strategies:
It could make a
restaurant trending Using the peak season of
S4,S2,S5/O1,O5 ( Using tourist W3,W4/O4- they
our staff and serving can build another branch to
great tasting Filipino those places where tourist
food we can use this go.
opportunity)
Social Media- W2/O1,O5-
with the use of social media
 Olazo, Rio Joy C. BM601M Strategic Management

big thing' in America they can make some sales

promotion.

Caterings- S3/O3,O2- Use of Filipino food-

they can join in catering W5/O2,O4- maybe they
the ASEAN summit or should add more Filipino
O3. ASEAN Summit gala any big activity. dishes in their menu and
dinner to showcase bundle foods.
Pinoys’ ‘joie de vivre’
Using the years that
the restaurant was
established S1/O4-
they could easily predict
O4. DOT: More than 2.8M when does the peak
foreign tourists visited season of tourist will
PHL from Jan to May occur
O5. Facebook shares hit
record high as mobile ad
sales soar
Threats S/T Strategies: W/T Strategies:
Left behind- S1/T1 as No promotion-W2/T5- how
different restaurant can we get enough sales and
T1. Restaurant business rises, our restaurant promotion to tourist if they
as sunrise sectors. may left behind. can’t go here in our country
Food Affect- S3, S5/ Same Food- W5, T2- we
T2. Meat of chicken with T2- chicken is one of the serve the same product if
avian flu if cooked, main course in Filipino there’s no chicken at all.
prepared properly is safe food, without this What if our customer
to eat Filipino cuisine may feel demands for chicken
 Olazo, Rio Joy C. BM601M Strategic Management

incomplete.
Beat the heat- S5/T3-
we have a good
T3. Metro Manila’s air ambiance, we can
quality even worse this enhance our technology
year – data specifically In ventilation
Destruction-
S1,S2,S3,S4,S5/ T4-
T4. 2-4 tropical cyclones cyclones and other
predicted to enter the PAR calamities may affect
this August everyone in the business
Fun no more-
S2,S5/T5- another
target of our company
T5. 'It's more fun' no are the tourist, it may
more? DOT calls for affect our business if
sensitivity due to Marawi tourist can’t go here in
crisis our country
Olazo, Rio Joy C. BM601M Strategic Management

MARKETING OBJECTIVES

1. To increase the sales of those products which are not their best seller
specifically angus beef belly, adobong kangkong, pork bbq and pinoy
salad to 10% by the next 2 months. We can attain this by creating a
bundle of foods in the menu.

2. To make Packo’s Bar and Restaurant recognized by having good and

effective advertising. Having those advertisement will make the
customers to be aware that this restaurant exist and has a good and
excellent service, food and ambiance. With that, we can increase our
sales by 20% for the succeeding month.

3. To establish and maintain position with our local and foreign

customers. The strategy is to build more customers in order to
increase revenue. By having unique sales promotion, we can hook our
target markets. We will focus on making all our customers happy and
satisfied with our food, service, and entertainment options.

4. To make Packo’s Restaurant and Bar trending by simply updating our

Facebook page and let our every customers check in and rate our
page. By that, our likes and peoples who went here will increase; and
other Facebook users will notice it. It will can pull some customers
and our sales will increase.

5. To make our service excellent, our staff and management team will
have an effective training and better benefits. Example of trainings are
teaching bartending to our waiters, simple photography and some
culinary arts. From doing so, our staff would be encourage to give the
best service that our restaurant could offer.
Olazo, Rio Joy C. BM601M Strategic Management

GENERAL ATTACK

Product Development (Food Bundle)

Seeking increased sales by improving present products or services or

developing new ones. Packo’s Restaurant and Bar will make an additional
menu by creating bundles of different food. For example, a choice of main
course, appetizer, vegetable, soup and dessert. Different varieties of bundle for
family. Of course we will cut some price but some of our not best seller food
will be sold. We would also create for couple, for 3 and for 4 persons. With that
we can maximize our foods and all our foods would be sold. Another one is we
want to have an unlimited rice. Based on our research, Filipinos and foreigners
love to eat lots of rice. A single rice won’t fill their tummies that’s why in order
for them to satisfy, we want to propose an unlimited rice. The price of it will be
discussed by the head and it will depend on the supply of rice in our country.

Market Development (New Branches)

Introducing present products or services into new geographical area. It is

a growth strategy that identifies and develops new market segments for current
products. A market development strategy targets non-buying customers in
currently targeted segments. It also targets new customers in new segments.

We want to have new branch on different tourist spot here in the Philippines.
We promote Filipino cuisine to foreigners because we have a research about

“Top US food critic says Filipino food is 'next big thing' in America”. And
around 2.8 million tourist visited Philippines for just 5 months. We can make
them our new target market. We will locate our stores Tagaytay, Baguio,
Boracay and Palawan.

Another one is we can put a store inside the malls, of course there will be no
more bar, but then we can compete to other stores like Gerryls Grill, Giligans
and other stores that offer Filipino food.
Olazo, Rio Joy C. BM601M Strategic Management

Event Marketing (Special events- Dutdutan (Tribal) and Octoberfest)

As a part of our strategy, we want to recognize our restaurant by simply

participating in some events. The said events are Octoberfest and Tribal-
Dutudutan. Of course we have a bar and we want them to try our unique
drinks. We can also set a partnership to San Miguel Corp. if possible. As a part
of partnership to San Miguel Corp, some agreements would help our restaurant
to increase the sales.

Social Media Marketing (Facebook, Instagram and Twitter Contest)

Social media helps a certain businesses to grow very fast by making it on

a trend. We want to use this opportunity to increase our sales and make a
customer traffic. We can use some famous vlogger to promote our restaurant.
We can also use the social media for some certain contest like best
Instagramable photos of our product. According to the article that we have
“How Instagram-worthy restaurants lure millennial diners”, we can lure some
millennials and new markets to try our product.

Mobile Marketing (Reservations, orders and delivery system)

Having a quick growing of technology, we want to use it as an opportunity by

having mobile marketing. Based on our research, almost 80% of population
uses smartphones that’s why we want to create an app where they can log in to
reserve and order in advance. This might have some technical aspects and we
want to leave it to the experts. In delivery system, of course there are some
barriers that we have to set, for example the kinds of food they want to deliver.
Not all the foods in the menu are available.
 Olazo, Rio Joy C. BM601M Strategic Management

PRODUCT FLOW ANALYSIS

Packo’s Restaurant and Bar

PRODUCTS AND COMPETITION MANAGEMENT STRATEGY MARKET

SERVICES

Food (Rice meal, Alab Restaurant Marketing Product Employee

appetizer etc.) Development of ABSCBN

Juices and Pepetons Resto Financial Market Manila City

Liquors Bar Development Hall Employee

Offers Live Band Dencio’s Management Event SM Manila

Marketing Employee

Human Social Media Residence of

Resource Marketing El Jardin del
Presidente 2
condominium
complex.
Mobile
Marketing