Professional Documents
Culture Documents
Alibay, Nathalie M.
Aprosta, Russel V.
Azures, Biel H.
Colaljo, Analyn M.
Retiro, Jessa R.
Rejano, Charlene C.
Dantes, Ar-jae C.
S.Y. 2019-2020
CHAPTER 1
Food carts have been around in the Philippines for quite some time. According
to Fisher (2016), first they eat then they do everything else. From the friendly
neighborhood fish ball carts to the endless stalls they see in malls and train stations,
these quick snack peddlers have filled many hungry tummies on the go.
Laccay (2012), stated that Filipinos are certified food lover they love to eat from
time to time. The street food in the Philippines is popular among the Filipinos not only
Looking for a good location for food cart is not an easy task. There are many
factors to consider like the type of market, foot traffic, safety, etc. Also, they need to
consider the factors affecting USP (Unique Selling Proposition) the factor that
differentiates a product from its competitors, including the product, place, price and
the promotion. Food carts are often found in cities worldwide, selling food of every
many infrastructure and establishment like groceries and malls. This is a improving
and developing place, Last three years there was a terminal opened named
Valenzuela Gateway Complex (VGC) that provides public utility tricycles, buses,
services to address the needs and wants of the riding public in the Valenzuela.
Paso de Blas is the best place to start a food cart business because of the factor
that many people passing through and get off here so customers will be easy. So that
many entrepreneurs start there own business in Paso de Blas. One of the popular
business in Paso de Blas is Food Cart business obviously because the Filipinos are
food lovers.
The following are the problems being faced by different food cart owners;
obtaining a license and permit takes a very long process, the problems about health
and sanitation sometimes cannot accommodate the space so the cleanliness should
definitely be arrange, then also cost is a challenge for the food cart owners considering
the difficulty to maintain the order of the business because as long as there are long
sellers, there will always be a problem with the place or with the equipment that they
need. Of course they will sustain this so that their business will become even higher
to others. Another challenge of the food cart owner is having the competitors that
Small Business Law (n.d), in starting a business there are many challenges to
encounter also in starting a business also the failure is the most problems in start-ups
According to Wang (2013), there are challenges that food cart owners and
entrepreneurs usually face in this business. Serving innovative food at fair prices is
not the only thing food cart owners have to think about.
Therefore the researchers will determine the marketing strategies that are
being practice by the establish food cart business and the challenges they face in order
to give an idea or techniques for the new entrepreneurs who have the idea of starting
a food business.
Theoretical Framework
Marketing
Strategies
Price Promotion
List price Sales promotion
Discounts Advertising
Allowances Sales force
Payment period Public relations
Credit terms Direct marketing
reduced the model of marketing mix to Four P’s the Product, Price, Place and
Promotion this theory was his famous concept about marketing. He has been involved
in consulting work for various large organization. He also been active in executive
education. His theory was about the foundation business that are set of marketing
tools that use to pursue its marketing objectives in the target market.
Marketing mix theory is an interrelated actions that are solutions to meet the
needs to achieve the company’s marketing goals. The Four P’s (Product, Price, Place,
and Promotion) Product is the physical product that refers to the services or
conveniences because the goal of Food cart owners is to satisfy the need of the
consumer, Place is the location on how the product will get to and where it need to be
sold also to determine if there are remaining stocks of product. In Price the product
does not always mean the specific price but often times it is repairing to price policy
Conceptual Framework
Diagram 4 : IPO Model in Analyzing Challenges Face by Food Cart Owner Through
of Respondents Profile in terms of Food Cart Owner in Paso de Blas and how long
had been they selling. Through the theory of Marketing mix Four P’s the respondents
Furthermore, the interview will be used as the process in data gathering to determine
the challenges face by the Food Cart Owners for the transcription and analysis of data.
The output of the study will be a handbook about Marketing mix Four P’s, "Marketing
C. Rogers (2001).
The researchers will focused on finding out the challenges in Four P’s being
face by the Food Cart Owners that had been long in selling. The researchers going to
seek and analyze on how the Food Cart Owners overcome the challenges.
place, price and promotion) being practice by the food cart owner an (what)d how they
2. What are the marketing strategies that food cart owners do to overcome the
challenges?
Significance of the study
The researchers believed that the findings of the study will be relevant to the
following:
To the new entrepreneurs, it will be helpful especially for them to give idea or
To the food cart owners, it will help them to improve or develop their marketing
To the researchers, it will provide the researchers a chance to know the challenges
in four P’s (Product, Place, Price and Promotion) experienced by the food cart Owner
in Paso De Blas and the marketing strategies to overcome it. Also, to give useful
information that would be helpful for students who will continue and improve the study
The focus of the study is to conduct an analysis of the challenges in four P’s(in four
P’s (Product, Place, Price and Promotion) experience by the foodcart owner in Paso
de Blas. The data are gathered through an interview from the respondents who are
experience foodcart owners existing until this year (2019).The analysis will be done
through the gathered information of the challenges in four P’s(Product, Place, Price
and Promotion) experience by the foodcart owner in Paso de Blas for this study is
Definition of Terms
The following are the terms that are used in the study were defined to have a
similar understanding between the researchers and the readers and to avoid
confusion.
Food Cart - A food cart is a mobile food service operation that generally offers various
Food Cart Business- A business, enterprise or activity other than primary food
Marketing mix Four P's Theory - is an excellent way to help ensure that ‘putting the
reaching people and turning them into customers of the product or service that the
business provides.(Investopedia,2019)
Marketing Mix Four P's Theory - Marketing Mix is a tool used by businesses and
https://www.goodreads.com/quotes/176755-first-we-eat-then-we-do-everything-else
Manila's Meals on Wheels: A Food Cart Revolution. (2018, August 20). Retrieved June
revolution/
Entrepreneur.com.ph.(n.d.).Retrieved from
https://www.entrepreneur.com.ph/board/index.php?topic=44529.0
https://www.juanderfulpinoy.com/filipinos-love-to-eat/
Top 5 Legal Issues for Food Truck Owners. (n.d.). Retrieved June 26, 2019, from
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Filipino Food: Get Into the Streets: A Filipino Street Food Adventure - Everything-
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