PASS COLLEGE, INC.

Quezon Avenue, Poblacion

Alaminos City, Pangasinan Philippines

Strategic Marketing Plan

2018
 PASS COLLEGE, INC.
Quezon Avenue Poblacion
Alaminos City, Pangasinan Philippines

PIG OUT BISTRO

Submitted By:
Glenda P. Mercado
Jenny Esberto
Armida Balarbar

Submitted To:

Ma’am Roseanne Jane C. Agustin

SY. 2018-2019
 I. Executive Summary

Pig Out Bistro is focused on customer satisfactions by giving the quality products and
services to attain and maintain the interest of every individuals with a broad variety of
Combo Meals & Snacks. Which will build a strong position in the marketplace with
competitive and affordable prices. Along with its artistic ambiance of a warm and friendly
place with excellent food. Menu inspired by experienced Chefs. That will promise an
excellent experience in time of staying in the Bistro.

Alaminos City is having a huge economic growth with the increase of population,
every business has their own goal and ways to make profit. In every business like Pig
Out Bistro there are also problems like a normal business does, which results to slow
improvement, we develop some strategies for the business to be recognizable and
enhance the relationship of employees towards the business.

II. Brief Overview

A Bistro is a familiar name for a café serving moderately priced, simple meals in an
unpretentious setting. Abrasserie is a café doubling as a restaurant and serving single
dishes and other meals in a relaxed setting. Pig Out Bistro is Owned by Miss Rosemarie
Sarrance, which is from Burgos, Pangasinan. It is located at 122 Quezon Avenue, Tugade
Business Center, Alaminos City, Pangasinan.

The food is served normally within a building even though presently, one can be
given packed food to be eaten away. Food in a restaurant is prepared by chefs.
Sometimes, specialize in the kind of food they offer.

Just like the other businesses they are also facing problems. the following problems
that they encountered were shortage of raw products which is the source of ingredients
to the product they are serving. Second was the absenteeism of employees without
notice, which will disrupt the work and services of the firm.
 III. Analysis

Problem analysis

Based on our research and study after evaluating the problems of Pig Out Bistro
we have found some problems that lack of good business location, the building is
hidden out of the public areas, and also lack of advertising campaign that every
business should have and improve, while the employees are having an absenteeism
without giving notice to the one who manages, lastly the shortage of raw product
ingredients and the MSG usage of the competitors.

A. Market size

Alaminos City is a broad City which every business that is being built has a goal to
be recognized by the consumers their products and services and to standout, that is the
goal of Pig Out Bistro giving an affordable price with quality products and services that
every consumer can afford to attain potential buyers while from 2010 the population
increases10,000.

B. Growth Rate

The place where Pig Out Bistro is being put up is not recognizable by the other
customers for being latent or hidden along with the absences of employee’s and shortage
of products which will affect the growth rate of the business.

C. Growth rate of the Market

The Market itself here in Alaminos City, Pangasinan as we have observed it has a
high possibility that those businesses may grow and attract business investors and
tourist’s visitations in the City attractions itself. Pig Out Bistro has a chance to grow
because it’s not new in the industry itself and it is recognized by some other people.

D. Market Trends

Pig Out Bistro are having ideas to attract customers they are offering Unlimited
Chicken Wings, Unlimited Fries and drinks, Anniversary Promos. Which may capture the
interest of customers in an affordable price that they can. The bistro is lacked some
advertisements ads that the customers will not recognized special promo’s
 E. Market Profitability

Pig Out Bistro is a profit–motive business they are not denying that. A source of
income to support the everyday needs of the owner and employees relying to the
income. And that profit is going to be used to build new ideas to be implemented
in the future that may increase the buying power, more suppliers in addition to
the inventory and to be ready in the upcoming barriers.

F. Key Success Factors

i. Technology Progress

In promoting the products and services that they offered, they used Social Media
Platforms to attract the people with the different menus and services offered.

ii. Economies Scale

The scale of the business industry is broad as we said a while ago, with different
Businesses offering services and products just like every competitor of Pig Out Bistro they
offer products with low prices.

Competitive Analysis

Business Name Pig Out Bistro Lyka’s Deal Restaurant

Location Quezon Avenue, Tugade Business Quezon Ave, Poblacion, Alaminos,

Center, Alaminos Pangasinan Pangasinan

What is there (Combo Meals) 199 (Combo Meals) 160

menu and  American meals  Fried Chicken with rice and
prices offered  Chicken Wings drinks
 5pcs Chicken with rice and drinks  Shanghai, Meat Balls, lumpia
and fries with rice and drinks
--  BBQ, Canton, fresh lumpia,
(Promos) rice and drinks
--
Unlimited Chicken wings 199
 Hamburger, Spaghetti and soft
-
drinks 85
American Cheese Burger 99  Cheese burger, French fries &
Classic Fries 85 drinks 95
TLC burger 165  Lengua 300
Pig out punch 145
Hell Walker 145
 What are the  Catering None
other Services  Delivery
offered  Good for Groups
 Good for Kids
 Outdoor Seating
 Takes Reservations
 Take Out
 Waiter Service
 Walk-Ins Welcome

The other Businesses did not allow us to see their menu because it is confidential
according to the owner.

iii. Efficient Utilization of Resources

Being practical as a business owner is one way to grow and evolve in the
industry with so many competitors with unpredicted of upcoming services or
products to be introduce to the customers and for them to recognized and as
an owner we must use a strategy to become practical, and also to satisfy the
customers. Pig Out Bistro with the use of raw products with high standard
practiced while some other firms are using MSG that will add more flavor to
their product which other customer are seeking that taste.

G. Distribution Channels

Pig Out Bistro has no distribution channel at this time, but they are looking forward
to the products and services to be introduced in a wide range of consumers not just in
local areas. With a knowledge in foreign cuisines offering along with quality non-ordinary
foods

H. Industry Cost Structure

Pig Out Bistro is focused on food services, they offered unlimited foods like
chicken wings cost 199 pesos as implemented, in that way giving a good service in an
affordable price the firm may earn income.
 SWOT Analysis

Strength
Good Quality of the service along with the
raw products, high standard practice
keeping the customers comeback with
artistic ambiance.

Shortage of raw ingredients from the

suppliers, employees having an
absenteeism without notice. The
obsession of other customers in the
use of MSG (Monosodium Weaknesses
Glutamate) Lack of Good Location
Lack of advertising campaign
 Unfolding the presence of foreign
products to apply the knowledge
and introduce the specific menu’s.
Opportunities

Business industry has its

existing competent firms with
new products, ideas, low prices.

Threats
Inflation rate increase of
products that suppliers provide.
Some competitors are using practical
ingredients like MSG
 IV. Body

A. Strategic Goals

Specific Measurable Attainable Realistic Time bound

Ensure customer satisfaction

and build a repeat-customer
base to be profitable.
Implement using foreign SPESIFIC
cuisines. And launch new
product increase in revenue
with level of satisfaction
expected for the price paid.

After the finalization, it is

needed to keep track every time
MEASURABLE
that there is a possibility.
Measuring in the year 2019 the
Revenue must increase in 20
 Acquire investors that is
interested in foreign cuisine in ATTAINABLE
the year 2019 and promotes in
a wide range of
advertisements.

Location must have an

improvement develop, more
knowledge in practical ways RELEVANT
and acquire more resources
and investments.

Practice high standard,

implementing limitations TIME BOUND
towards employees in the
present and the upcoming year
of increase sales in 20 by
2019- 2022
B. Target Market

All individuals that is willing to satisfied with the product and services offered by
the firm.

Geographic
Segmentation
Local to national

Behavioral Segmentation
Psychographic Every individual who have
Segmentation Market the benefits that would
Every family activity affect the improvement of
enjoyment, with Segmentation the firm with every usage.
different behaviors

Demographics
All Gender is accepted
with different
backgrounds and status
C. Strategies

Running a restaurant of any type can be a complicated business venture. A

successful restaurant requires multiple moving parts to maintain a high standard for
quality and ensure customer satisfaction.

Based on the problems stated above here are some strategies for Pig Out to be
more recognizable and develop the relationship between customers and employees.

 Consistently high-quality food services, speed and good quantity by hiring

employees who genuinely enjoy their jobs, continually assessing in all aspects
with the interaction to the customers personally so that the business will grow
and improved.
 For the business to be recognizable by the public it must establish a strong
identity in the community
 Use an advertising campaign that will be communicated in promotional
activities that promotes the business services.
 Acquire more raw products to achieve a quality products and services so that
there is less shortage of products.
 The shortage of raw products, they must update the suppliers early for them
to be updated in time of delivery.
 Implement penalties/deductions of salaries for employees, that is having and
absenteeism without notice.
 Learn the cause of absenteeism and provide incentives and counseling services.
 Plan for the worst but manage for the best.

D. Budget

Advertising campaign 50,000

Raw products/ingredients 5,000
Counselling services 3,500
Wages Expense 6,500
Equipment’s 5,000
Other Expenses 1,500

= Total Cost =71,500

 V. Conclusion and Recommendation

We lived in a society full of competitive minds that we must come up also with a practical
way to overcome. Pig Out Bistro is a place to relax and enjoy the company of family and
friends and to restore energy, where people are served food, drinks and for their money.
As we analyze details Usage of MSG practices geared to children and youth are out of
balance with unhealthy diets and contribute to an environment that puts their health at
risk. Employees having an absenteeism without notice and that should not be practiced.
We come up with different strategies to solved problems that are stated to gain more
customers in the next future years. The establishment must be placed in a public area
recognizable by the customers.

Sources:
https://pestleanalysis.com/what-is-marketing-analysis/
http://www.pangasinan.gov.ph/?s=market+size&searchsubmit.x=0&searchsubmit.y=0
https://bizfluent.com/list-6552663-restaurant-marketing-objectives.html
https://www.marketing91.com/4-types-market-segmentation-segment/
https://www.youtube.com/watch?v=k3yB6x6C4RY
https://smallbusiness.chron.com/examples-market-segmentation-14403.html
https://bizfluent.com/list-6552663-restaurant-marketing-objectives.html

Here in Pig-Out We don't call it Cheat Day, we call it "TREAT DAY"