St.

Paul University
Philippines
Tuguegarao City, 3500 Philippines
 A Research Study Presented to the Faculty of the
School of Business Accountancy and Hospitality
Management
St. Paul University Philippines
Tuguegarao City, Cagayan

THE READINESS OF SPECIFIED LOCAL

RESTAURANTS IN TUGUEGARAO CITY
IN THE ESTABLISHMENT OF NEW
COMPETITORS: A STRATAGEM
THE PROBLEM AND REVIEW OF RELATED LITERATURE
CHAPTER I
INTRODUCTION
• The Shopping Malls
• Malls opening in Tuguegarao City
• External Business Emerge
• Restaurant Industry is Threatened
• The adverse effect to Guest Traffic and Revenues
• What’s the Preparation?
• The Marketing Strategies
• How Comprehensive and Competitive are the strategies?
• The study is to Suggest and Provide Strategies
• Present the Strengths and Weaknesses of LR
RERVIEW OF RELATED
LITERATURE
• Restaurant Competition
• The Growth of the Restaurant Industry
• The Need to Understand How Consumers
Choose a Restaurant
• The Interest of Consumers in Visiting Occasions
• The Limited Studies on Evaluating Restaurant
Choice
• Consumer-Decision-Making Process
• Consumers Behavior in Restaurant Industry
RERVIEW OF RELATED
LITERATURE
• Menu
• Menu planning
• Menu pricing
• Menu designing
• Menu operating
• Menu analysis
• Environment and Atmospherics
Research Paradigm
Input Process Output
Respondents
Data Gathering Determine if
Profile
the local
restaurants
Analysis and are prepared
Organizational in the arrival
Interpretation
Reasons of new
of Data
competitors

Experiences

Data and
Information
Statement of the Problem
This study entitled “The Readiness of Local
Restaurants in Tuguegarao City in the
Establishment of New Competitors: A Stratagem”
will seek to determine the different marketing
strategies implemented and must be implemented
by local restaurants in Tuguegarao City.
Specifically, it will seek answers to
the following questions:
• What is the profile of the Restaurant
Managers in terms of:
• Sex,
• Age,
• Professional Experience, and
• Skills?
• What are the best marketing strategies
employed by Restaurant Managers in
their operations in terms of:
• Promotion,
• Products,
• Price,
• Place, and
• People
• Services?
• To what extent are the marketing
strategies employed by Restaurant
Managers?
• Is there a significant difference in the
extent of implementation of the different
marketing strategies when grouped
according to:
• Sex,
• Age,
• Professional Experience,
• Skills,
Hypothesis
• The following statement will be tested
using the standard alpha level (α = .05) of
significance:
• There is no significant difference in the
extent of implementation of the
marketing strategies by Restaurant
Managers when grouped according to
profile variables.
Scope and Limitations
The research will be limited only to the output
that the respondents from the selected
restaurants will provide such as data and
information that will come from the interview
and questionnaires as well as the information
from the related literature that the researchers
cited and reviewed.
Significance of the Study
The study emphasizes the current strategies
implemented by local restaurants and how will
they improve them to be prepared in the arrival of
bigger competitors.
This study will be beneficial to the following:

• Students. The students will be benefited by

engaging in classroom discussions of strategic
management and corporate strategies.

• Instructors. The instructors will be benefited with

additional learning’s and to educate the students
in the different strategic management and
corporate strategies concepts related to the
effective Marketing Strategies.
• Business Practitioners. The business practitioners
will be benefited in training and informing their
employees in the area of strategic management,
objectives and strategies especially in the
restaurant industry.

• Future Researchers. The future researchers will

be benefited by this research proposal as a future
reference for researchers on the subject of
Marketing Strategies in restaurant industry.
Definition of Terms
The following terms are hereby defined to help the reader
analyze and understand this study better:
• Business. The activity of making, buying, or selling goods or
providing services in exchange for money. It is also an
occupation or trade and the purchase and sale of products
or services to make a profit.
• Food Industry. Is a complex, global collective of diverse
businesses that supplies most of the food consumed by the
world population. Only subsistence farmers, those who
survive on what they grow, and hunter-gatherers can be
considered outside of the scope of the modern food
industry.
• Complimentary. Something given or supplied without
charge, as lodging, transportation, or meals, especially as
an inducement to prospective customers.
• Customer Satisfaction. The degree of satisfaction provided by
the goods or services of a company as measured by the number
of repeat customers.
• Hospitality Marketing. A marketing effort directed towards the
increase of revenue in the hospitality industry.
• Hospitality Products. The tangible and intangible products that
is being offered to the guests. Tangible products of the hotel are
the amenities and equipment’s, while the intangible products
are the services and the experience.
• Restaurant Manager. Involve in recruiting, training and
supervising staff. agreeing and managing budgets. planning
menus. ensuring compliance with licensing, hygiene and health
and safety legislation/guidelines.
• Foodservice. (US English) or catering industry (British English)
defines those businesses, institutions, and companies
responsible for any meal prepared outside the home. This
industry includes restaurants, school and hospital cafeterias,
catering operations, and many other formats.
• Costing. A system of computing cost of production or of running
a business, by allocating expenditure to various stages of
production or to different operations of a firm.
• Marketing. The action or business of promoting and
selling products or services, including marketing research
and advertising.
• Marketing Plan. A wide plan that describes activities
involved in achieving specific marketing objectives within
a set timeframe.
• Marketing Strategy. An organization’s strategy that
combines all of its marketing goals into one
comprehensive plan.
• Services. A valuable action, deed or effort performed to
satisfy a need or to fulfill a demand.
• Strategies. A method or plan chosen to bring about a
desired future, such as achievement of a goal or solution
to a problem.
• Competence. The ability to do something successfully or
efficiently.
METHODS AND PROCEDURE

CHAPTER II
Research Design
The researchers will utilize a descriptive research
design, specifically the descriptive survey method
in conducting the study. This method is intended to
find existing facts that shall serve as an information
process in the study.
• To obtain the primary data, the self-administered
questionnaires will be distributed to patrons in
selected restaurants as they are waiting for their
checks or as they are getting ready to leave after
meals.

• This ensures that the patrons will give responses

which can accurately reflect their evaluation of the
dining experience.
Respondents of the Study
A total of sixty (55) respondents from selected
Restaurants in Tuguegarao City will serve as
research participants and is consist of ten (5)
Restaurant Managers and fifty (50) customers.
Research Instruments
The primary tools to be used in gathering data are
questionnaire and an interview that the researchers
have prepared. In order to make sure most of the
restaurant consumers and managers can read and
understand the questionnaire, it will be designed in
English version. The content of the questionnaire will be
divided into four different parts.
Questionnaires for Cx
The first part will measure participants’
perceptions of the restaurants’ over all
environment (products and services) and
atmospherics.

The second part will be four questions that

measure participants’ dining satisfaction level.
The third part will be four questions
which measure participants’ behavioral
intensions.

As for the last part, it will elicit relevant

personal information, such as
participants’ educational level, job,
income and nationality.
Questionnaires for the RM
A separate questionnaire will also be answered by the
Restaurant Managers. This is where we will be asking the
managers of different local restaurants 15 questions
regarding how prepared they are.

An Short Interview with the Restaurant Manager will also

be conducted through a face- to-face communication and
free feed backing if possible. It is a very effective and
flexible method for conducting survey.
 Formulate
15
Compute questions
and review based on Cx
result perception
Present
questionnaires
and let cx answer
 Present
Result to LR
Compute Managers
for Result
Present
questionnaires to
LR Manager

Conduct Short
Interview
Data Gathering Procedures
• Gather and formulate questions regarding Marketing Strategies and
customer perceptions to the local restaurants, this will be used during
1 the gathering of data and the interview of the research participants.

• Seek approval from the Dean of School of Business, Accountancy and

Hospitality Management to conduct the study.
2

• A letter of permission to conduct the study will be forwarded to the

selected restaurants in Tuguegarao City to seek their approval.
3

• Float questionnaires to the different Local Restaurant managers and

customers.
4
Data Analysis
After finishing the survey, the frequency of each response will
be computed and summarized. There will be several tables and
charts constructed to assess the responses from participants
such as:

Frequency Count and Percentage Distribution.

Weighted Mean.

Likert Scale.

Chi – Square.
The analysis of the data will provide general
ideas about how prepared are the local
restaurants in the arrival new large scale
competitors and consumers’ attitudes to the
restaurant. It would be fruitful for owners and
managers of the restaurants to find
appropriate ways to improve consumers’
satisfaction, to compete with other
restaurants and to increase profits.
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THANK YOU!
HAVE A GREAT DAY AHEAD!