St.

Paul University Surigao

St. Paul University System
Surigao City, Philippines

MARKETING STRATEGY OF BEBIE’S BARBECUE GRILL IN

SURIGAO CITY: A TRENDSETTER ON FOOD GRILLING BUSINESS

A Research Proposal Presented to

The Faculty of the Senior Highschool Department
St. Paul University Surigao

In Partial Fulfillment of the Requirements for the

Subject Practical Research 1

by

Edillor, Kenna Mariz

Llamera, Uzziel Kates
Ramirez, Cheri
Taglucop, Trina Joyce
Tiu, Tricia Deanne Marie
 St. Paul University Surigao
St. Paul University System
Surigao City, Philippines

CHAPTER 1

PROBLEM AND ITS BACKGROUND

INTRODUCTION

Barbecue is known to be the most popular food in the Philippines. It is

considered as street food that does not require a big capital and almost anyone

could vend at any street. As a matter of fact, not only fast food chains can provide

the basic needs of an enjoyable meal but barbecue restaurant is also a gathering

place for in the business and when it comes to their competitors it should consider

the proper ways of strategy in marketing in order to have a good and successful

business.

Bebie’s Barbecue Grill is one of the most in-demand grill stations in

Surigao City. However, the economic difficulties currently happening made the

business dramatically low for the businessmen especially the barbecue vendors at

Surigao City who are occupying the front side of the city port. Specifically

sustaining the financial build-up enough in selling their product without

imperiling their capital. To counteract the risks, there is a need to see marketing

strategy as a way of providing a quality product that satisfies customer needs,

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offering affordable price and engaging in wider distribution and back it up with

effective promotion strategy. (Owomoyela et al., 2013)

Bebie’s Barbecue has their own technique strategy that makes their customers

like their product. They also have this unique taste of their sauce that the

customers will always look for it. Especially during dinner, barbecue will always

be worth to look for which many Filipinos desired to eat. Not that typical

barbecue restaurant that crowd been seeking to but it is the marketing strategy that

matters.

As ABM students we are obliged to have a study in the business field, and we

found that Bebies Barbecue Grill has become one of the trendsetter in food

grilling stations in Surigao City. Furthermore, we want to know what strategies

did Bebies implement in order for them to become a trendsetter in the city. We

conducted this study to feed our curiosity and also to have an idea when we

proceed business administration in college.

This study aims to explain further why Bebie’s Grill Station is considered a

trendsetter in Surigao City where they are one of the recommended barbecue

station. This study contributes to the existing study of marketing strategy factors

and overall firm performance. And also this study aims to maintain the barbecue

restaurants deserve as single segments of the restaurant industry.

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CONCEPTUAL FRAMEWORK OF THE STUDY

This study is anchored on the idea of Real C. So and Oscar G. Torres in

their book entitled Principles of Marketing. It states that in order to appeal to its

customers, organizations must align all the four elements of the marketing mix

(the 4P’s: product, price, place, and promotion) effectively. All the four elements

must focus on the target market. They should create value by satisfying the

customer’s needs and wants.

Figure 1 exhibits the schematic diagram of the study, the marketing

strategies of Bebie’s barbeque grill restaurant. For the purpose of clarity, the

following terms are operationally define.

The first box contained the profile of the business firm in terms of

capitalization, business location, daily income, length of time in the business.

Capitalization. It refers to the process of recording an expense or cost in a

permanent account and systematically allocating over future.

Business Location. It refers to the place where it is situated.

 St. Paul University Surigao
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Daily Income. It refers to the monetary payment received for goods or

services.

Length of Time in the Business.

The second box contained the marketing strategy of Bebie’s barbecue grill

restaurant.

Product. It refers to the good or service that company offers to sell in the

market.

Price. It refers to the amount of money that a customer pays for a product

or service.

Place. It refers to the location where a product/service is available for

selling.

Promotion. It refers to the raising consumer awareness of a product,

generating sales and creating brand loyalty. (Armstrong et al. 2008, 49.)
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PROFILE OF THE BUSINESS MARKETING STRATEGIES

FIRM: THAT MAY USE:

 Capitalization  Product

 Business Location  Price

 Daily Income  Place

 Length of time in the  Promotion

business

Figure 1. Schematic Model of the Study

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STATEMENT OF THE PROBLEM

The study aim to identify of Bebie’s Barbecue Grill in Surigao City

Specially, it ought to answer the following question:

1. What is the profile of business firm in terms of:

1:1 Capitalization

1:2 Business Location

1:3 Daily Income

1:4 Length of time in business.

2. What is the extent of implementation of marketing mix as to:

2:1 Product

2:2 Price

2:3 Place

2:4 Promotion

3. Is there a significant difference between the application of marketing

strategies and profile of the business firm?

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Hypothesis

At 0.5 significance, it is hypothesized that there is no significant

difference between the application of marketing strategies and profile of the

business firm.

Scope and Limitation

This study focused in the marketing strategies of Bebie’s Barbeque Grill

Restaurant here in Surigao City. The participant in this study is sole proprietor, all

employees of the Bebies Barbeque Grill Restaurant and the customers.

This study would be conducted in the Bilang- bilang (Borromeo St.) 8400,

Surigao City. The whole study covered the academic year 2018-2019.

Significant of the Study

This study would be great significant to the following:

Business Owners. The finding of the study would serve as their frame of

reference to maintain their good dealing with customers by providing a great

marketing strategy.
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Customers.The result of the study would provide customers necessary

information related to the quality service of Bebie’s Barbecue.

Business Education Students.To find this study as their great tool in their

research and references whenever they have a case studies. It can give relevant

knowledge of marketing strategies.

Future Researcher.They would also be benefited from this study, particularly

in the present situation of the business environment. It could also provide the

researcher the basic data, information and ideas for future researcher.

Definition of Terms

For the purpose of understanding clearly what the terms convey as used in

study, they are conceptually and operationally defined.

Product.It refes to most moder n marketers as the sum of the physical and

psychological satisfactions the buyer receives when he makes a purchase.

Pricing. In this study it refers to the value of every product or goods that are

being sell or sold.

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Place. It is considered as a sum of characteristics that differentiate one place

from other ones.

Pricing. In this study it refers to the value of every product or goods that are

being sell or sold.

Promotion. It refers to an element in an organization that is used to inform

and persuade the market regarding the company’s product and services.
 St. Paul University Surigao
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CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter includes a review of the related literature and studies

associated with the concepts and thesis in relating to marketing strategies. This

section focuses on the theories and studies to their study.

Asian barbecue is very different from western barbecue styles. The

ingredients are grilled by diners on an electric grill or charcoal grill that is placed

in the middle of a dining table. The techniques of the concept lies in the active

role everyone takes in grilling of the food. Therefore, this concept has strong

social aspects to it. Besides that, obviously the use of seasonings and process of

marination are different. (Jenny Dang and Sabina Dhaugoda, 2015)

Warnes (2008) in his book Savage Barbecue, traces the origin of barbecue

to the Native American cooking techniques Europeans found when they first

arrive in the New World. The smoking techniques developed by Native

Americans allowed them to preserve meats so they could be eaten safely past their

normal life. This techniques were adopted by Europeans who introduce sauces to

the cooking process.

Kotler and Armstrong (2014) claimedthat marketing is considered as one of the

major concepts in modern marketing. They also defined marketing mix as:
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“...the set of tactical marketing tools that the firm blends to produce the

response it wants in the target market” (Kotler and Armstrong, 2014,

p.76).In addition, Singh (2012) also agreed that the marketing mix is a set of

controllable variables that the company can use to influence the buyers’

responses. In other words, marketing mix helps the firms going through a variety

of obstacles in the market to make proper decisions in influencing customer’s

demands for the firm’s products

From historical perspective, Goi (2009) mentioned in his research that there

were different researchers had suggested the elements of the original

marketing mix in the early 1960s. The term “marketing mix”was first coined

in the article “The concept of marketing mix” by Borden, N. H., in 1964

(Marketing91, n.d.). In Borden’s original marketing mix, there were 12

elements namely: product planning, pricing, branding, channels of

distribution, personal selling, advertising, promotions, packaging, display,

servicing, physical handling, and fact finding and analysis. McCarthy, the

former marketing professor at the University of Michigan, had chosen the

original marketing mix idea of Borden to refine further and finally, grouped the

previous 12 elements into four main elements: product, price, place, and

promotion, called the 4Ps (Rafiqand Ahmed, 1995)

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Holloway (2004) cited that marketing is a set of tools which companies

and other organizations utilize in order to realize customers wants and need, to

promote services and products, and to sell them. It is an important tool for

business will survive without it. Holloway calls marketing a business philosophy

that should encompasses the whole organization. Another variable is Product.

Product is the first and also the key element in market offering, specifically,

in marketing mix. Kotler and Armstrong (2014, p.248) defined product

as:“...anything that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a want or need”.Basically, products include

tangible objects such as cars, bottles of shampoo, lipstick, mobile phones, or

the others with the same tangible attributes. Services, events, persons, places,

organizations, ideas, or a mixture of these things are also included in

products. Among the forms of product, services are considered more special

to pay attention to because of its importance in the world economy. Services

consist of activities, benefits, or satisfactions offered for sale that are

essentially intangible and do not result in the ownership of anything.There are

three levels in making decisions for any products or services. They are

individual product decisions, product line decisions, and product mix

decisions.(Kotler and Armstrong, 2014)

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Next is Pricing. Kotler and Armstrong (2014 p. 313) defines price as “…the

amount of money charge for a product or services, or the sum of th value that

customer exchange for the benefits of having or using the product or services”. In

simply term, price is the amount of money that a buyer has to pay for a product or

service that he/ she purchases.

Nowadays, pricing is not the most crucial key element in competition by affecting

buyer choice as in history, but it is still plays an important role in creating

customer value, and building customer relationships. Comparing to the other tools

within marketing mix concept, price is the only tool produces revenues while the

others represent cost. Price is also the factor that has the highest flexibility.

(Kotler and Armstrong ,2014)

Next Variable is Place. In the marketing mix, place refers to the process of

moving products from producers to the intended user (Marc, 2014a). In order

to operate and manage these processes, the companies need to build a

suitable marketing channel that corresponds with the companies’ objectives.

Kotler and Armstrong (2014, p.363)

Next Variable is Promotion. The last tool of 4Ps marketing mix is promotion.

After planning and developing a good product, setting a suitable product price,

and making it available to customers, the companies now need to communicate

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their value propositions to customers (Kotler and Armstrong, 2014). The aim is

to increase the consumers’ awareness in terms of their products, leading to

the increase in sales, and also creatingbrand loyalty. Similar with other tools of

marketing mix, the informationsand activities in the companies’ promotion

also affect the buying decision of customers. According to Kotler and Armstrong

(2014, p.429), the promotion mix (or marketing communication mix) of a

company is: The specific blend of promotion tools that the company uses to

persuasiely communicate customer value and build customer relationships.From

the definition above, it can be seen that the main objectives of thepromotion mix

are making customers aware the existence of the products and persuading

them to buy those products instead of ones from competitors. In another

word, promotion mix is considered the communication aspect of the marketing

mix.
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CHAPTER 3

Methods

This chapter presents the research methodology employed in the study.

Specifically, it includes research design, participants, instrument, data gathering

procedure, and data analysis.

Research Design
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This study will utilize a quantitative method. The descriptive survey

method was used in the study. The characteristics occurred rather it addresses the

“what” questions. In the study, it was utilized in order to assess the marketing

strategies of Bebie’s barbecue restaurant.

Participants

Participants of the study will be the employees of Bebie’s barbecue

restaurant in Surigao City. They were chosen using a total sampling technique

where subjects are selected because of their accessibility and proximity to the

researcher wherein the researcher give questionnaires to the participant.

Instrument

A researcher-made questionnaire was used in the study. The questionnaire

was composed of two parts. Part I asked for the profile of their business as to

capitalization, business location, daily income, and length of time in the business.

Part II included questions yielding on the extent of implementation of marketing

mix by the participants as to product, price, place, promotion, and channels of

distribution.

Data Gathering Procedure

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Prior to the actual gathering of data, the researchers asked permission first

from the adviser to allow them float the questionnaire to the participants. The

researchers sent formal letters of request for permission to gather data form from

the owner of Bebie’s barbecue restaurant. Upon approval of the request, the

researchers personally administered the research instrument and retrieve the same

from the owners. All responses from the respondents were treated confidentially.

Data Analysis

The gathered data were treated using the following tools:

Frequency and Percentage Distribution was used to describe the profile of

business firm.

Mean and Standard Deviation was used to determine the marketing

strategies of Bebie’s barbecue restaurant.

Analysis of Variance (ANNOVA) was employed to determine ofBebie’s

barbecue restaurant when they grouped according to the profile variables.

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BIBLIOGRAPHY

Aaker, D.A. (1996). Strategic Management.2nd Ed. New York. Wiley

Ansoff, H.T. (1990). Corporate Strategy. New York: McGraw Hill

Boyd, H. W. and Jr. i O.C. Walker (1990). Marketing Management: A strategic

Approach,

Divina, R. (1996). Marketing Strategy in the Philippine Setting. Manila. National

Bookstore, Inc.

Del Val, Edgar P. (1999). Marketing Management in the Philippine Setting.

Manila. National
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Book Store, Inc

Fajardo, Feliciano R. (1994). Elements of Marketing. Manila: National Book

Store. Inc.

Fajardo, Feliciano R. (1997). Entrepreneurship. Manila. National Book Store.Inc.

Fombrun E. (1992). Macro cultures: Determinants and Consequences: Academy

of Management Review.

Franco, Ernesto A. (1990). Pinoy Management. Metro Manila: National Book

Store, Inc.

Futrell, Charles M. (1997). Pinoy Management. Metro Manila: National Book

Store, Inc.

Go, Josiah (1996). Contemporary Marketing Strategy in the Philippine Setting.

Josiah Go Foundation.

Holloway, J. C. (2004). Marketing for Tourism.5th Edition. Essex. Pearson

Education Ltd.

Jain (1989, 1985). Standardization of international marketing strategy:some

research hypothesis”, Journal of Marketing

Jenny Dang and Sabina Dhaugoda (2015).Asian BBQ house.

Retrieve from: www.theseus.fi/bitstream/handle

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Kotler P. and Armstrong, R. (1999). Marketing An Introduction. 2nd Edition.

Englewood Cliffs, N.J.: Prentice-Hall: 229

Real C.So and Oscar G. Torres. (2015)Principles of Marketing

Soriano, Emmanuel V. (1991). Business Policy for Philippine Management

Warnes (2008).Trade Show Planner.

Retrieve from:www.washingtonpost.com/wp-dyn/content/article

CHAPTER 4

QUESTIONNAIRE

Part I: PROFILE OF THE BUSINESS FIRM.

Direction: Please fill-up the following information.

Capital:_________________________________

Business Location:________________________

Daily Income:____________________________

Length of time in the business:_______________

Part II: Extent of Implementation of Marketing Mix

Direction: Please check (/) with the column that corresponds to your choice.
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Scale Verbal interpretation Qualitative Description

4 Strongly Agree Very High

3 Agree High

2 Disagree Low

1 Strongly Disagree Very Low

Product 4 3 2 1

1. Sufficient products to the customers.

2. On time delivery of products.

3. Accept returned damage products

cause by delivery.

4. Proper handling in the delivery.

Price 4 3 2 1

5. Selling of products at reasonable price.

6. Products are affordable.

7. Price discounts are given to the

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customers.

8. Pair price implementation among

customers.

Place 4 3 2 1

1. The place is accessible to public.

2. The place is environment-friendly.

3. The place is wide-enough to occupy

numerous customers.

4. The place is inviting.

Promotion 4 3 2 1

1. Promotes establishments through radio,

and newspapers.

2. Offers discounts/sales.

3. Offers gift items (during

Christmas/Anniversaries)
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4. Offers Anniversary sales promos.