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THE MARKETING MIX STRATEGIES OF A FOOD FRANCHISE

A Marketing Research Paper

Presented to the Faculty of the Navotas Polytechnic College
Navotas City

In Partial Fulfillment of the Requirements for the Subject

(PC2A) Marketing Research

by

Group 1

October 2019

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TABLE OF CONTENTS

Page

Title Page

Table of Contents

List of Tables

List of Figures

Abstract/Executive Summary

Introduction

Related Literature and Studies

Research Objective (Statement of the Problem)

Scope and Limitations

Significance of the Study

Methods of Research

Population, Sample Size and Sampling Technique

Description of Respondents

Research Instrument

Data-Gathering Procedure

Statistical Treatment of Data Results

Conclusions

Recommendations

End Matter
Appendices
Endnotes

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Introduction

Marketing is a process of planning and executing the marketing mix variable

such as product strategy, pricing strategy, distribution, promotional strategy, and

target market that will create an exchange of goods and services that satisfy the

needs and wants of the customer. The use of marketing mix variable is a tool to

help understand what the product or service can offer and how to plan for a

successful product offering. Product is what the company offers to its consumer

either goods or services that will meet a specific customers needs, wants or

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demands. Price is the actual amount that the consumer is expected to pay for a

product. Distribution is a key element of placement that will help to assess what

channel is the most suited to a product and how product is accessed by the

consumers. Promotion is an effective tool used to inform or persuade consumers it

increases the awareness that create interest to the product offered.

Marketing strategy is very much important for developing any of the business.

Without it the effort of the business to attract customer is random and very efficient.

The main focus of your strategy must make sure that the product should fulfill the

demands of the consumers and as well as it maintains the long-term relationship

with those consumers. To achieve this, you will have to initiate flexible strategy that

responds to change in consumer demand and perception. It may also give brand

name to your product which will help you to run your business in new markets

smooth and efficient manner. First of all the main purpose of your marketing

strategy should be to identify the weather the target market customers are satisfied

with your product and services of your business.

Once you have created and implemented your strategy, try to identify the feed

from your customers and if any changes or improvement is required apply it for the

maximum satisfaction of customers.

This helps you to identify that, where your strategy needs to be improved and

how it can be developed, so that it can be implemented for effective action. Before

applying any strategy in the business proper planning programs must be organized

within the members of the organizations.

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Shawarma Shack is the first and real home of Buy 1 take 1 shawarma

Started as a humble shawarma shack in divisoria, this unique shawarma food cart

business grew into a top shawarma brand with multiple store outlets beloved by

mall goes across Luzon. Unlike any other shawarma brands, The Shawarma shack

franchise opportunity offers customers real affordability of their products while

assuring franchisees with real profitability and fast returns.

With the fast-paced growth and success of top shawarma brands like turks

shawarma, shawarma food channel and more, The shawarma shack envisions

itself to be one of the Top 5 shawarma franchises in the Philippines by continuously

providing affordable and delicious Mediterrean and Turkish shawarma offerings to

all its customers and generous profit margins to all its franchise partners. With 300

outlets nationwide, The Shawarma Shack is now the fastest growing food franchise

in the country.

The Shawarma Shack joined with U-Franchise Sales & Management to

expand their network nationwide and globally. U-Franchise specialize business

matching. They assist franchisors to find potential investors by supporting them

from free qualifications to negotiations. Similarly, they help entrepreneurs find the

right franchise business concepts that suit their business preference.

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Statement of the Problem

The study aimed to determine “The Marketing Mix Strategies of a Food Franchise”
Specifically, it seeks to answer the following sub-problems.

1. What is demographic profile of the respondent as to:

1.1 Age

1.2 Gender

1.3 Monthly Income

1.4 Amount they spend in food purchases

2. In terms of respondent demographic profile, how they assessed

themselves in going to selected Shawarma Shack kiosk in terms of:

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2.1 Accompanies them in the Shawarma Shack kiosk,

2.2 Numbers of times they got to Shawarma Shack kiosk,

2.3 Reason why they got to Shawarma Shack kiosk.

2.4 Amount they spend in food purchases (in PhP.)

3. What is the level of satisfaction of marketing mix strategy of Shawarma

Shack?

3.1 Product

3.2 Price

3.3 Place

3.4 Promotion

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