RETAIL MANAGEMENT

Table of Contents

I. Introduction
Retail Management

The various processes which help the customers to procure the desired merchandise from
the retail stores for their end use refer to retail management. Retail management includes
all the steps required to bring the customers into the store and fulfill their buying needs.

Retail management makes shopping a pleasurable experience and ensures the customers
leave the store with a smile. In simpler words, retail management helps customers shop
without any difficulty.

Historical Importance
Historically, manufacturers were more powerful than retailers, according to the book
Retail Marketing, by Malcolm Sullivan and Dennis Adcock. If a retailer didnt comply
with a manufacturers demands -- concerning product pricing, shelf placement, in-store
promotions and so on -- the manufacturer could refuse to supply the retailer and perhaps
opt to work with its competitors instead.

Objectives
To compare the food retailer chains based on the service they provide.
To know the effectiveness of their retailing strategy.
To know how they use their promotional methods to build customer interest.
II. Company Profile - give a very detailed info about the company (history, their product
lines, their customers, etc.)
Company A
Jollibee
Brief History
Lee Group of Companies (LGC) was born when it opened its first store in
September 29, 1989 which is Jollibee Alabang Junction.
On February 5, 1994 we opened the first Jollibee store in Cavite, Jollibee Imus.
In the succeeding years, LGC continue to grow by opening more stores in areas of
Alabang, Quezon City and Cavite:
1997 JB Metropolis Ground
1998 JB Lotus Mall, JB Robinsons Imus and our first other SBU GW
Robinsons Imus
 2003 JB TreceMartires
2006 - JB Indang, JB TandangSora, Commonwealth and our first Chowking, CK
TreceMartires City.
November 5, 2007 Jollibee Paseo De Carmona
April 14, 2008 Our fourth brand Red Ribbon and 15th store of JB opened in
TreceMartires.
December 16, 2009 Opened our 2nd RR store in Alabang Junction.
December 22, 2009 Opening of 3rd RR store in Philcoa
January 22, 2012 Opened JB in Dasma Central Mall
September 22, 2012 Opened Red Ribbon in TandangSora
November 29, 2012 Opened JB, RR and CK in WaltermartTreceMartires
April 18, 2013 Opened RR in Starmall Alabang
July 29, 2013 Opened JB in Kalayaan V Luna
October 6, 2013 Opened JB in Lumina Point, Imus
December 13, 2013 Opened RR in Lotus Mall
August 15, 2014 Opened CK in Imus

As of December 31, 2014 LGC is composed of:

JB 14 stores
RR 7 stores
CK 3 stores
GW 1 store
Total 25 stores
Company B
MANG INASAL

It all started with a Vision. Edgar Injap Sia, at the age of twenty six, grabbed the
opportunity to lease a 250 square meter space at the Robinsons Mall Carpark-Iloilo in
December 2003. It was there that Mang Inasal, Hiligaynon for Mr.Barbeque, was born.
Early on, he learned the importance of following your instincts, taking risks, strategizing,
negotiating and motivating yourself and your people. He also knew that the Filipino
Barbeque quick service restaurant category still had the potential for growth. He started
to a business that had the potential for nationwide expansion. With the support of his
family, he embarked on a journey that changed his life forever.

Mang Inasals authentic fusion of traditional Filipino cuisine with the dine-in
concept. Famous for its native-style and nuot-sarap Chicken Inasal with its pioneering
unlimited rice, Mang Inasal quickly won the hearts of its customers with its
distinctively. Pinoy stmap-grilling and special marinade made out of local secret spices.
The restaurant was an instant success, opening close to thirty branches in just three years.
By 2005, confident of the stability and brand recall of the business, he opened Mang-
Inasal for franchising, concentrating his efforts in Visayas and Mindanao where Inasal is
most popular. Franchise offers for Luzon soon followed.
 The primary reason for Mang-Inasals success is its wide array of Filipino comfort
food, especially Chicken Inasal with its distinct taste that Pinoys have grown and
continue to love. By 2009, only six years after the first branch opened, Mang-Inasal had a
store network of one hundred stores. Mang Inasal soon drew the attention of Jollibee
Foods Corporation (JFC), the Philippines largest food service company and one of Asias
most admired companies. JFC acquired 100% share of Mang Inasal in April 2016. Today,
Mang Inasal is the leading Pinoy branded outlet in the country, with its strong portfolio of
Chicken Inasal, Pork BBQ, Halo halo and Palabok. Variations in the menu are constantly
being developed to meet the discriminating demands of its growing customer base. Mang
Inasal has steadily grown ever since its acquisition, making it one of the fastest growing
quick service restaurants in the country. To date, Mang Inasal has 465 stores nationwide
and counting.

Mang Inasal now lays the foundation for a new era of prosperity, moving forward
to a horizon of possibilities as the brand continues its winning tradition of excellence.

Mission:

To serve great tasting food, bringing the joy of eating to everyone.

Frame of Reference
The importance of this comparative analysis is to have an idea, what are the
similarities and differences of their strategies, the advantages and disadvantages of
Jollibee and Mang Inasal, How they treat their customers and how they handle the
complaints of their customers.
The researcher discussed all of that for us to understand that when you and I
making a business in the future, we need to know all the tactics and strategies so that our
business runs for a longer of time.
It depends on us if we adapt their strategies or upgrade more than they could.

Grounds for Comparison

We, as a student of Cavite State University - Imus Campus taking up the course of
Business Management major in Marketing have a great reasons for conducting this
interview not just for our completion for the Retail Management subject but for us also to
be able to understand and know the way that both companies operate their businesses and
what kind of strategies they are using to be known in the line of food industry.
Making this comparative analysis also help us on understanding more about our
subject and the way those strategies applied on the real world/ business.
III. Retail Strategy

1. What is the objectives of Jollibee?

To be the number one fast food chain in the world by serving superior tasting
food.

2. What is the history of your retail store/franchise store?

Jollibee was built December 23, 1995 and was able to sustain the business growth
from then on.

3. What are the sister company of Jollibee and how you cope from different
franchise?

Chowking, Mang-inasal, red ribbon, Greenwich, burger king, Dunkin Donut

Jollibee advantage is making individual feel at home.

4. How do you decide important decisions when it comes to staffing, accounting,

operations, and sales?

Mixing Decision quick depends upon the situations.

5. Have you ever managed a team where there was a strong disagreement between
team members? How did you handle it?

Yes listening to both sides

6. As employee/manager of the Jollibee what is the advantages of your franchise

than the other franchise of the company?

Management team and treat each other as a family.

7. About your kiddie meal toys, do you have your own toy factory or do you have
other manufacturing company to do the job?

Yes

8. If someone wants to apply, do you have a certain age limit to your workers?

35 years old the age limit.

 9. How do you train your workers? How many months?
Confidential 6 months Probationary

10. Who is your food suppliers? Or do you have your own farm that is responsible
for food distribution?

Main Office

Pricing:

1. How does you price your product / what is your basis on pricing your product?

High cost materials is the bases

2. Your product ranges from what prices?

BURGER NOODLES CHICKEN DESSERTS

Yum solo 33 Spaghetti solo-50 Chicken solo 75 Choco sundae 29
Value meal 45 S1 spaghetti w/ w/ drinks 82 Salted Caramel
Super Value meal 75 drinks 55 w/ spaghetti 99 sundae 29
Yum w/ cheese 45 S2 spaghetti w/ spaghetti & Halo-halo sundae
Value meal 55 Super w/french-fries w/ drinks 115 39
Value Meal 85 regular drinks 85 w/ side dish 99 Cokefloat 29
TLC 75 S3 spaghetti w/ yum Joy supermeal Blueberry float 29
Value meal 102 burger w/ drinks 85 125 w/ palabok Choco float 49
Combo meal Yum solo 144 w/ palabok
S4 spaghetti w/ yum Coffee float 54
96 Value meal & drinks 150
w/cheese drinks 85 Iced choco 45
DRINKS 2pcs chicken
S5 spaghetti and Iced coffee 49
Regular 36 142
Large 46 burger steak w/ Peach mango pie
2pcs w/ drinks
Iced tea regular 47 drinks 99 29
Palabok Solo 89 150
Pineapple Juice 47 Pies to go 80
Large 55 Palabok w/ drinks 96 Tuna pie 45
Trio tuna 130

3. What are the basis in pricing your product?

High cost materials is the bases.

4. How does your company implement coupons? What processes does it

undergoes and what particular month of the year if ever?
Distributed to outlet no particular depends on customer needs.

5. How do you put mark-ups on your products?

 If the material (raw) is rising

Location:

1. As a franchisor, why did you choose to place your store in a mall and not in a
place where you are the only food retailer?

Because there are potential buyers to sustain the business .it is put a business in a
place where there is no market customers.

Customer Service:

1. How do you handle customer complaints?

We handle customer complaints by talking to them personally to build a

relationship, so that whatever they complain we can finish the conversation
peacefully. We also have customer care hotline to entertain the customers who has
complains but not able to complain inside the store.

2. Aside from good customer service how Jollibee give satisfaction for the
customers?

Superior tasting food.

3. In delivery, if your crew placed wrong orders to your customers and it has been
already delivered, what courses of actions will you do?

Communication Mix:

1. As a franchisor, how do you position your store in people's mind? That when
they think about eating to Jollibee they instinctively think about your store.
Of course, our famous chicken joy, we make it appoint that whenever they see
Jollibee the aroma of our Chicken joy will welcome them, in the way they can put
it in their mind.

2. Do you use your own fb page or any format of social media to promote your
store or you just relay on the main promoting site/page of Jollibee?

Jollibee has their social media to let their customer know what is new about them.
Nowadays they more focuses on social media because of what we called
 "netizens" people who manage more to communicate on internet rather than on
physical store, ads on tv. We have our own FB page, for we are many Franchisee/
Franchisor we still have that different style when it comes of marketing.
Store Design and Display:

1. What type of layout your stores have?

Jollibee Food Corporation focuses on colorful design for their first priority
customers are kids, also focuses on colorful designs that calms the customer and
also good music for the customers.

Merchandise Assortment:

1. Do you have a problem in inventory? And what is your solution to solve your
problems?
We dont have any problem in our inventory because we assigning some people to
do this right before the inventory happen. We usually ready ourselves especially
on this matter.

2. When does your stock arrive?

Usually the delivery always come in the morning, we dont have stocks delivered
on Sundays.

(Name of Business A) Jollibee

Location Lotus Mall Nueno Ave, Imus
Merchandise Assortment
Pricing
Communication Mix
Store Design and Display
Customer Service

(Name of Business B) MangInasal

Location SM Southmall, Alabang Zapote Road Pillar Village, Almanza Uno, Las Pinas,
1750 Metro Manila
Merchandise Assortment
Pricing
Communication Mix
Store Design and Display
Mang Inasal have no permanent layout because it will depends on the engineering of the
company.

Customer Service

1. What is the objective of Mang-inasal?

The objectives of Mang-inasal it is a growth work, its a general work. The mission is
to serve great foods, clean and neat. Give the best serving and be friendly, have passion in
work. Cleaner environment and maintain the facilities. Vision is to be the second, after
Jollibee largest fast-food by 2020.
2. What is the history of your retail store/franchise store?
Year 2003, the owner Fernando Sy an entrepreneur and 33 years old who live in
Nueva Ecija. Jollibee see Mang-Inasal have a great impact in the society because Filipino
loves rice and since Mang-Inasal is unli rice it is well known then, 2015 it is become
owned 265 stores and now the main office is planning to have store of Mang-Inasal in
Dubai.
The partners of Mang-Inasal aside to Jollibee are Red Ribbon, Chowking. Mang-
Inasal is the highest point rank in the other partnership of food industry.
3. What are the sister company of Mang-inasal and how you cope from different
franchise?
Without partners challenge is nothing. Competition is about giving satisfaction to the
customers.
4. How do you decide important decisions when it comes to staffing, accounting,
operations, and sales?
Being a leader, the manager is a democratic leader because he wants balance with
him and to his team. For the manager without team he is nothing and he cannot do it
alone, success is beyond the team works.
5. Have you ever managed a team where there was a strong disagreement between
team members? How did you handle it?
Its more of misunderstanding because of the tiredness and problem from their house
thats why as a manager; I keep on reminding them to let your problem stay in their
house. Sometimes theres a misunderstanding, but we can talk about it.
6. As employee/manager of the Mang-inasal what is the advantages of your
franchise than the other franchise of the company?
 All franchise stores follows one direction from the office, however the only
separation to the store is the FSC compare to a store with good environment. (Food,
Service and Cleanliness)
7. About your happy meal toys, do you have your own toy factory or do you have
other manufacturing company to do the job?
No.
8. If someone wants to apply, do you have a certain age limit to your workers?
Way back 2011; no age limits for hiring employees but previous years at least 18-26
years old because for them it is more productive than 30 years old above who have
already experience.
9. How do you train your workers? How many months? Who is your food supplier?
Or do you have your own farm that is responsible for food distribution?
Very broad in terms of supplies because they have difference suppliers for beading
offer specific price, Chicken magnolia is the suppliers and have other suppliers also
they select where they can buy in low price but have good quality. Selecta for the ice
cream its for internal communication from the office and the suppliers. They have
direct suppliers, they dont get from promissory one is vegetables. Factors of food
supplies because its near to the store easy to pay through check and fastest delivery.

Pricing:
1. How do you price your product / what is your basis on pricing your product?

2. Your product ranges from what prices?

Chicken cheapest SM1, Not unlimited cost 99 for one rice only. Most expensive is
Petso and in desserts Crema De Leche.
3. How does your Company implement coupons? What processes does it undergo?
And what particular month of the year if ever.
Set marketing department assets it cannot just give discounts need to search about the
customer profiles unlike to Jollibee and McDonalds for now because they already set
up for the Marketing in giving discounts and coupons.
4. How do you put mark-ups on your products?

Location:
 1. As a franchisor, why did you choose to place your store in a mall and not in a
place where you are the only food retailer?
Because of the air conditioning thats why the owner chooses in the mall, thats the
store trying to analyze. Its not hard to the store to have customers because they are
already come in, customer just have to select which food store they want. Unlike
outside, the environment is hot, smoky and uncomfortable.
The franchise in South is going 4 in Laguna.
Customer Service:
1. How do you handle customer complaints?
Timely for the target VMC customers in Mang-Inasal Southmall are in Class and
Middle class they are demanding, they have to take good care of the customers. They
always have complains because they think Mang-Inasal is Fine Dine in.
For managers prevention is better than cure. Adjust before the time to complain. If
you know the wants of customers you should level yourself from the expectations
from there you will learn because it is an opportunity.
Handling customer service problems, they have customer complaints hotlines and
email where the manager call the customer complaints and ask what happen and what
is the problem. Its verbally complains.
2. Aside from good customer service how Mang-inasal give satisfaction for the
customers?

3. In delivery, if your crew placed wrong orders to your customers and it has been
already delivered, what courses of actions will you do?

Communication Mix:
1. Do you use your own fb page or any format of social media to promote your store
or you just relay on the main promoting site/page of Mang-inasal?
They have RM for using FB page they can use it to post the products or if they going
to have discounts but they must have the approval of area manager. They also have
FB page from the Marketing Department.

Store Design and Display:

 1. What type of layout your stores have?
Specific layout given by Mang-Inasal, if its restaurant flow you just have to orders, If
structure its different design given by the engineers.
Merchandise Assortment:
1. Do you have a problem in inventory? And what is your solution to solve your
problems?
If theres a problem in inventory management system must check and validate what
happen. The delivery, receiving and who is the particular person receive then thats
where start what the possible part went wrong.
2. When does your stocks arrive?
The store opens at 8am the delivery comes in 6am but they cannot come in they must
wait to open the mall every day. They have delivery of suppliers but they have different
delivery the beat, dry and direct.
Obviously, if you have stock you cannot request for delivery because I will be over
supplies.

IV. Comparative Analysis

Jollibee and Mang Inasal are sister companies and both compete on the food industry.
But before we make an analysis we want to inform you that some of the answers from
Jollibee are only answered by yes or no due to confidentiality unlike Mang Inasal. As we
analyze the answers that they have given to us, Jollibee and Mang Inasal have the same
mission which is to serve a great tasting food, which for us is pretty much the same
maybe because of being in the same company, we all know that Jollibee bought Mang
Inasal's.
In location, as a Jollibee franchisee they put up their business in the malls because
there are a lot of potential buyers to sustain their business as well as Mang Inasal they
also said that being in a mall have a great advantage because people keeps on coming
inside. In pricing, as a franchisee they always follow what the main office have to tell
them. Their communication inside the store is pretty much the same also as they listen
well to all their subordinates and try to understand both parties when it comes to
arguments between employees. Jollibee's store design focuses more on how they can
entice the child's eyes they said that they used colorful choices of colors to attract their
customers while Mang Inasal have a store design that they follow and it is according to
the engineer of their store and their target customers are more in the middle class.
In serving good customer service Jollibee said it was confidential for them to tell while
Mang Inasal have to deal with the customer and talk about what the problem is and come
up to a solution that will both benefit the two parties.
The outcome of our interview to both competing food retailer is even they have the same
owner they still need to compete in order to be known in the business and having a
distinct brand can contribute in competing for the rank of being a number one food
retailer.

V. Summary, Conclusion and Recommendations

Summary - make summary of main points

Conclusion - itemized
Recommendations - itemized

VI. Appendices - attach all the pictures and other relevant information and evidences.
Interview @ Mang-Inasal