PART 1/ EXECUTIVE SUMMARY

Raphael’s Unlimited is a restaurant that serves Korean food and other

international dishes. It is located at Fil-Am Friendship Highway, Angeles City,

Pampanga. Raphael’s Unlimited is owned by Mr. Gilbert Enero, which is a

restaurant businessman since 2013.

The Raphael’s Unlimited was ranked 4th in the market share out of its all

competitors, this was made possible since Raphael’s Unlimited serves different

types of unlimited main dishes. The basis for competitors were product line,

location and consumer behavior of the target market.

The Raphael’s Unlimited primary target market are employees who loves

to spend time with their families and friends. The secondary target markets of

Raphael’s Unlimited are students because they come with large number, but they

have lesser money compared to the primary target market.

The current distribution strategy of Raphael’s Unlimited is direct

distribution and the company use a competition-based pricing wherein they set

prices through the competitor’s product price.

The researchers’ objective is to increase the gross annual sales by 19.21%

by the year 2019. It includes strategies and proposals to build awareness for

current and potential customers to increase sales and help the company to grow

its market share. The proposals are to be implemented and monitored by the

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management of Raphael’s Unlimited. Mr. Gilbert Enero will be solely responsible

for the decision making and controls for the researchers’ proposed strategies.

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 PART 2/ BUSINESS REVIEW

Figure 1: Company Logo

Company Profile

Company Name: Raphael’s Unlimited

Owner: Mr. Gilbert Enero

Address: Fil-Am Friendship Highway, Angeles City

Operating Days: Monday - Sunday

Operating Hours: 10:00 am - 12:00 am

Business Hours: 11:00 am - 11:00 pm

Contact Number: 0935-048-6269

Website: www.raphaelsunlimited.com
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Company History

Raphael’s Unlimited located at Fil-Am Friendship Highway, Angeles City, was

established on February 08, 2017 owned by Mr. Gilbert Enero. Before it became

Raphael’s Unlimited, it was then a catering service under the business name of

Raphael Quartz. It was in 2013 when Mr. Enero thought of improving his business

from catering service to a restaurant. His first attempt on establishing a restaurant

was a partnership with two (2) co-owners, Mr. Sanchez and Mr. Bognot under

Rap’s Fil-Kor Restobar located in Dau, Mabalacat, Pampanga. It was successful

during the years of its operation, not until the death of one of its owners. After the

tragic incident, misunderstandings happened between him and his partners,

which made him decide to sell his share on the company.

This failure made a way for him to open another door to improve himself as

a businessman and has been determined to put up the first branch of his solely

owned restaurant, Raphael’s Unlimited located in Fil-Am Friendship Highway,

Angeles City, After the successful establishment of Raphael’s in Angeles City,

The restaurant currently has three (3) more branches located in San Fernando,

San Matias and in Tarlac City.

Raphael’s is neither the name of owner nor of any of his family members; it

was instead derived from his class section back in high school batch 1989 at Holy

Angel University.

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Products/Services

Product Concept

Raphael’s Unlimited Restaurant is known for serving unlimited food and

ala carte. Their product consists of various dishes, so in such way, their customers

would not be fed up and would rather love to come back since the prices are

highly affordable that are suited for the budget of their target market to satisfy their

customers.

Product Description

Raphael’s Unlimited Restaurant’s product mix offers a wide variety of

choices for customers that will suit to their needs, likes and satisfaction. Some

customers are not good in optimizing unlimited food and cannot consume that

much, in this case, Raphael’s Unlimited do not just offer unlimited servings of

food but in consideration of others, they also offer single servings of food. (See

Table 1 and 2, pages 5 to 7)

TABLE 1: Raphael’s Unlimited Menu

Samgyeopsal

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Baby Back Ribs

Buffalo Wings

Fish Fillet

Garlic Chicken

Side Dishes,

Rice and

Drinks

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TABLE 2: Raphael’s Ala Carte Menu

Kimbap

Made from cooked rice and other ingredients

that are rolled in gim-dried sheets of laver

seaweed-and served in bite-sized slices.

Bibimbap

Serve as a bowl of warm white rice topped

with namul and gochujang, soy sauce, or

doenjang. The word literally means “mixed

rice”.

Ramyun

Noodle soup with a traditional spicy taste for

all Asians worldwide.

Japchae

Made with sweet potato noodles, beef, and

vegetables stir-fried in a sesame oil-based

sauce is a delicious and colorful meal.

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Current Market Situation

The current market situation shows the current standing of the business

in the market where it belongs to. The table below shows the estimated gross

sales of Raphael’s Unlimited with its competitors: Babjip, Jungwon, Jangsoo, Ilmi,

Yu Ganne 2, Yu Ganne 1 Kang San Ae 1, Manchoo, DS Baboy, Queen’s Buffet,

Kim’s Grill and Kang San Hae 2.

TABLE 3: Estimated Gross Sales and Market Share Percentage

Estimated
Gross Sales Market Share
Company Name (October 2017- Percentage
September 2018)
Babjip ₱15,206,400.00 8.73%
Jungwon 14,472,000.00 8.31%
Jangsoo 14,385,600.00 8.26%
Ilmi 14,280,000.00 8.20%
Yu Ganne 2 13,993,200.00 8.04%
Yu Ganne 1 13,413,600.00 7.70%
Kang San Ae 1 13,318,656.00 7.65%
Manchoo 13,272,000.00 7.62%
DS Baboy 13,176,000.00 7.57%
Queen’s Buffet 12,964,800.00 7.45%
Raphael’s Unlimited 12,649,566.00 7.27%
Kim’s Grill 11,625,600.00 6.68%
Kang San Ae 2 11,338,080.00 6.51%
Total ₱174,095,502.00 100%
(Source: Owner and Management of the Company and Researcher Assessment.
See Appendix D pages 108-123 for computations)

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Total Market Share

The basis of competitors of the Raphael’s Unlimited are with the product

line, location and consumer behavior of the target market. The researchers have

observed the existence of competitors through the behavior of customers when

purchasing their product offering that is with the same product line that Raphael’s

offer in the market. Researchers gathered twelve (12) competitors named Babjip,

Jungwon, Jangsoo, Ilmi, Yu Ganne 2, Yu Ganne 1, Kang San Ae 1, Manchoo,

DS Baboy, Queen’s Buffet, Kim’s Grill and Kang San Ae 2, that is in Friendship

Highway, Angeles City where the product that the company offer (Korean

Samgyupsal) is well known by the customers.

The researchers came up with the total market share by getting the estimated

annual gross sales of Raphael’s Unlimited and its competitors from October 2017

to September 2018. Babjip, the leading competitor of Raphael’s has 8.73% the

market share, next to Babjip is Jungwon having 8.31%, next to Jungwon is

Jangsoo having 8.26%, Ilmi has 8.20% of the market share, Yu Ganne 2 has

8.04%, Yu Ganne 1 has 7.70%, Kang San Ae 1 has 7.65%, Manchoo has 7.62%,

DS Baboy has 7.57%, Queen’s Buffet has 7.45%, Raphael’s Unlimited has 7.27%,

Kim’s Grill has 6.68% and Kang San Hae 2 that has 6.51% of the market share.

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 Market Share Percentage
Babjip
Jungwon
Jangsoo
6.68% 6.51% 8.73%
8.31% Ilmi
7.27%
8.26%
7.45% Yu Ganne 2
8.20% Yu Ganne 1
7.57%
Kang San Ae 1
8.04%
7.62% Manchoo
7.65% 7.70%
DS Baboy
Queen's Buffet
Raphael's Unlimited
Kim's Grill
Kang San Ae 2

Figure 2: Total Market Share

Trends Occurring in the Market

Higher Engagement Rates Between Brands & Customers

The connection between brands and consumers has never been closer than

what we see today. Don’t believe us? The Sprout Social Index discovered 1 in 3

consumers would mention a brand while sharing personal accomplishment on

social media. Consumers not only love sharing personal accomplishments on

social media, but they also enjoy getting responses for the milestone by brands.

In fact, the data showed 41% of millennials would include a brand on a life

milestone just to say thanks. Brands are suddenly realizing the impact of social

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media engagement and creating lasting relationships instead of just treating

social as a platform to advertise their products. It’s absolutely essential to keep

your followers happy by providing a network where they can reach you. According

to Instagram, at least 80% of its users already follow a brand on the network.

These types of opportunities can be great for your brand in 2018. Just in 2016,

our Q2 Index found 89% of social media messages go ignored. While that

number has likely dipped a bit over the year, brands still have the power to buck

the trend and reach consumers through messages, mentions, comments and

more. Don’t leave your golden chances for communication behind. In 2018, it’s

going to continue to be about making relationships and providing feedback when

users need it the most from you. (Alex York, 2018).

Nearly $5-B investments seen from Korean firms

TWENTY-THREE South Korean companies have expressed interest to

invest almost $5 billion in new projects that could create 50,000 jobs in the

Philippines. Trade Secretary Ramon Lopez said the Philippines is expected to

secure at least 23 business-to-business deals with South Korea during President

Rodrigo Duterte's meeting with the business community in Seoul, Korea on

Tuesday afternoon, June 5. The business agreements that would be signed were

on top of the five government-to-government deals signed on Monday, June 4,

Lopez said. "There will be a signing of business agreements. This would be the

23 business-to-business agreements, with an estimated total value of $4.8 billion,

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generating new jobs of 50,000," the Trade Secretary said in an interview in Seoul.

Duterte is set to attend a forum hosted by Korean business community, which will

be attended by around 400 business delegates from the Philippines and South

Korea. (Ruth Abbey Gita, 2018).

Autopsy of Success and Failures

Internal Analysis

Analyzation and description of the company’s competency, position and

competitive viability in the marketplace. Conducting an internal analysis often

incorporates measures that provide useful information about the organization's

internal strengths and weaknesses analysis together with the resources.

Strength

1.) Adequate Parking Space

With the considerable percentage of vehicle ownership in Angeles City,

parking has become an essential factor in dinning out. Raphael’s provides

adequate parking to meet their customer’s needs for mobility offering a

convenient and generous parking options. Raphael’s parking space is within a

reasonable walking distance and can accommodate 10 up to 12 vehicles at the

same time.

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 Figure 3: Parking lot

2.) Wide Variety of Main Dishes

Raphael’s Unlimited offered different types of dishes aside from its pork

samgyeopsal to retain and attract more customers. To make customers feel that

the price they pay is worth it by giving them various and diverse taste of

international dishes.

Figure 4: Menu of Raphael’s Unlimited

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Weaknesses

1.) Inaccessible Location

Raphael’s Unlimited is in a place where only one route of public utility vehicle

and it is available until 9 p.m. only (See page 2 for the address), it will be hard for

the customers without personal vehicles to access the restaurant.

2.) Unappealing Ambiance

The place is not that fancy, the chairs and tables are not modernized and

even the painting of the walls are plain and no designs inside are related to their

product offering.

Figure 5: Dining Area of Raphael’s Unlimited

3.) Poor Utilization of Social Media Account

Raphael’s Unlimited relies its promotion through social networking media sites

but does not maximize the opportunity it can bring to help in promoting the

business. Raphael’s Unlimited currently have 14,432 likes on its Facebook page.

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Because of poor monitoring of the Facebook page, there are some inquiries from

customers which are left unanswered.

4.) Poor Comfort Room Maintenance

Raphael’s comfort room is not clean and more often unavailable to be used

by the customers and only has single-occupant toilet room with one water closet.

It is occasionally out-of-order and poorly maintained leading to a potential

backlash and inconvenience that can negatively impact the customer’s

perception of the business.

Figure 6: Comfort Room

5.) Unsanitary Dining Area

In the dining area of the restaurant, flies wander and are going to the food

of customers specially during lean hours which starts as a way of waste of food

whenever it has been exposed.

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 Figure 7: Roaming Flies in The Dining Area

6.) Poor Ventilation

Restaurants have unique ventilation needs. In Raphael’s, the need to control

and minimize smoke from barbecue grill posed an absolute challenge. The three

exhaust fans cannot get rid of all the smoke and are simply not enough to keep

the customer from the smell of smoke lingering to their clothes and skin, it’s as

though the suctions aren’t working at all. The smoke, in turn, weakens the air-

condition unit, giving off less comfort to its customers. The entire exhaust system

is in dire need of immediate improvement.

7.) Inconsistent Food Quality

The quality of meat for Raphael’s Unlimited samgyeopsal is poor and the

overall tastes of the main dishes differs from when it was first introduced. The

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inconsistency of food quality can lessen the chance of customers returning to the

restaurant due to disappointment and will negatively affect the sales.

8.) Improper Uniform Compliance

Despite having uniform for every single day, Raphael’s Unlimited service crew

are not complying with their proper uniform attire. Some of them doesn’t wear

appropriate footwear and upper top wear which might cause confusion for

customers to distinguish them as service crews.

9.) Inconsistent Promotions

Raphael’s Unlimited promotion on their products is inconsistent. Some

customers are offered unlimited Iced Tea, and some are not which may cause

dissatisfaction to customers who were not informed properly and will also be a

disappointment since customers are not treated equally.

10.) Insufficient Cooking Resources

Raphael’s Unlimited has no extra and enough materials for cooking

samgyeopsal. The number of their cooking scissors and tongs ready for use are

not enough for customers specially during peak hours where customers will cook

samgyeopsal at the same time.

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11.) Slow Service

During peak hours, Raphael’s Unlimited service crew are failing to meet the

demands from its customers. It takes them sometime to accommodate requests

which might cause dissatisfaction.

Industry Opportunity and Threats Analysis

External Analysis

Opportunities

1.) Social Media Trends

Social media has been very beneficial for most business establishments as

their promotional medium. It reaches a larger audience for awareness, as number

of users on social media sites continues to increase, so does the need for

business to monitor and utilize these sites to their benefit to influence.

2.) Increasing Number of Korean Businesses

Philippine government and South Korean government had an agreement

which allows Korean investors to expand their business ventures here in the

Philippines. It could potentially benefit Raphael’s Unlimited from the expansion

because it provides lots of job opportunities for both locals and foreigners.

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Threats

1.) Increasing prices of Raw Materials

Increase of prices of raw materials will affect the profit of the restaurant, cause

of its decreasing number, serve less quantity than the usual, increase the price

of the products offered that will affect customers reaction and buying power

compared from their previous behavior.

2.) Competitors in The Vicinity

Restaurants who serve the same dishes will always be a threat. Competitors

with a strong market offering and image to customers feedback and known in the

market can threaten to reduce the market share of the company. Instead of going

to Raphael’s to eat Korean food, they might go in the nearest Korean Restaurant

around their place that offers more of what Raphael’s offered and with a good

ambiance along their way.

3.) Unsafe Restaurant Location at Night

Raphael’s Unlimited location is not safe for customers during night time. The

lack of light posts along the highway does not guarantee safety and makes it

dangerous for customers to stay until the end of business hours specially for

those who commutes to go home since public transportation during that time is

limited.

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Company Resources:
Table 4: Resources of Raphael’s Unlimited

Human Resources Quantity Shifting Salary

Chef 2 (1) Chef, Assistant Chef ₱500

and Dishwasher:
Assistant Cook 2 10 a.m. – 7 p.m. ₱380
(1) Chef, Assistant Chef
Dishwasher 2 and Dishwasher: ₱380
3 p.m. – 12 a.m.

(2) Waiter:
Waiter 5 10 a.m. – 7 p.m. ₱380
(3) Waiter:
3 p.m. – 12 a.m.
(1) Cashier:
Cashier 2 10 a.m. – 7 p.m. ₱380
(1) Cashier:
3 p.m. – 12 a.m.

Store Inventory Quantity Appliances Quantity

Tables 13 CCTV 6
Chairs 72 Air Conditioning 3
Trash can 2 Refrigerator 2
Cashier vault 1 Freezer 1
Bowl 100 Wall Fan 4
Plates 300 Exhaust Fan 3
Drinking glass 100 Blender 1
Spoon and Fork 100 Speaker 2
Chopsticks 200 Emergency light 2

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 Pitcher 20
Serving tray 8
Bill tray 12
Tissue holder 20

Kitchen Backlog Quantity

Rice cooker 1
Gas 2
Stove 5
Knife 3
Chopping board 2
Frying pan 13
Butane Stove 13
Tongs 20
Scissors 13

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 PART 3/ EXISTING AND POTENTIAL CUSTOMERS

Raphael’s Unlimited Restaurant offers Korean cuisine serve with

International main dishes that has good quality that will surely love by customers

for its delicious and variety of choices served in unlimited. They provide the

needs and wants of their target market consumers.

Primary Target Market

Researchers identified the primary target market of Raphael’s Unlimited

based on demographic segmentation which includes age, gender, locality,

profession, geographic region, social class, psychographics and benefit desired

by each customer. The primary target market are employees who are family

oriented, that loves to spend time with their families and friends while satisfying

their desires in Korean and International food in unlimited servings. These are

individuals who belongs to the middle class working around Angeles City,

educated business and professional people with high incomes that is capable of

purchasing using their own money or has the buying power.

DEMOGRAPHIC PROFILE
Age 18-50
Gender Male/Female
Locality Urban
Profession Employees
Geographic Region Around Angeles City
Social Class Middle Class
Psychographics Family oriented
Have a good time with their family and friends with
Benefit Desired satisfying experience in desiring Korean and
International food in unlimited servings.

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Secondary Target Market

One of the goals of Raphael’s Unlimited is to make sure that after the primary

target market experience their food and services it will generate a positive

customer’s feedback and they will advertise it through word of mouth that can lead

to attracting more potential customers. Families are chosen as the secondary

target market because they come with large number but doesn’t come often to

the restaurant compared to the primary target market.

DEMOGRAPHIC PROFILE
Age 12-60
Gender Male/Female
Locality Urban
Profession Families
Geographic Region Around Angeles City
Social Class Lower Middle Class-Upper Class
Family oriented, people who will be curious about the
Psychographics experience of the primary consumers and the trends in
Korean industry.
Satisfying experience in desiring Korean and
Benefit Desired International food in unlimited servings together with
their family members.

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Target Market Selection

Proper way of identifying the target market is essential for the company’s

survival because consumers are the one purchasing the products and services

offered in the market to gain high profit in return which is the objectives of its

existence. Raphael’s Unlimited target market selection is identified by

demographic segmentation which includes age, gender, locality, profession,

geographic region, social class, psychographics and benefit desired by each

customer. Each target market was chosen by the behavior of individuals in

purchasing products and services in line with the trend in the market, the

appetency in unlimited food offerings with variety of offerings in one menu and

having the urge and power to purchase the products of Raphael’s Unlimited.

Meeting the needs of the Target Market

Raphael’s Unlimited Restaurant targets the employees (professionals and

non-professionals) and families who loves to eat a lot of food to satisfy their

cravings as well. Filipinos already adopt the culture of eating and enjoying the

Korean cuisine, having this word that usually comes out of the mouth or heard

from the family and friends, the word “cravings” and Raphael’s with unlimited

servings will surely give customers what they are looking for to satisfy that

cravings.

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Target Market Assessment

As time goes by Filipinos are getting closer to Koreans who have different

cultures and practices like us Filipinos that is why people intend to penetrate their

culture especially with their famous food (samgyeopsal). Filipinos loves eating

their dishes because it is nutritious and healthy in a sense of having a good skin

or physical appearance as well. The company’s target market are also people

who loves to eat a lot of food, that is why they also apply unlimited menu of food

offerings.

Target Market Buying Behavior

Consumers buying behavior differ on how they purchase as individuals and

as a group, there is also an impact with the post-purchases and understanding all

these issues enhances a marketing strategies’ effectiveness and its feedback to

consumers knowing that their taste and preferences change as times goes by.

The purchase decision behavior of Raphael’s Unlimited target market is with the

trend offered in the market having unlimited offerings of Korean food industry and

is also influence by the word of mouth of individuals who have tried their product

already. Usually what the target market of Raphael’s Unlimited experienced at

first will have a great impact and decision for them whether to purchase the same

thing by next time or keep this as their perception in the restaurant and make its

way for competitors to gain them, a negative impact from once unexpected

happened or the restaurant did not meet their satisfaction.

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 PART 4/ MARKETING OBJECTIVE SETTING

Setting goals by promoting its products or services to potential consumers that

should be achieved within a given time frame. It includes strategies to build

awareness for current and potential customers to increase sales and grow market

share by launching new products or services.

COMPANY MISSION

“Provide our customers with the best food as a result of their satisfaction.”

Mr. Gilbert Enero

Owner

COMPANY VISION

“To be a well-known restaurant that serve a high and good quality product

and service to our dear customer.”

Mr. Gilbert Enero

Owner

MARKETING PLAN OBJECTIVES

Increase the gross annual sales by 19.21% by the year 2019.

(See Appendix D page 124 for computation of gross annual sales

increase by the end of 2019)

MARKETING STRATEGIES

Product and Service

 Interior Design Upgrade

 Proper Ventilation

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  Proper Maintenance

 Change of Raw Material Supplier

 Strict Compliance for Standard Uniform

 Standardize Promotions

 Acquire Additional Cooking Materials

 Improve Customer Service

Price

 Barkada Treat

 Birthday Treat

Place

 Tie Up with Sunset TODA

Promotion

 Tarpaulin

 Facebook Boost

 Instagram Account

 Throwback Pricing

 Graduation Promo

 Labor Day Promo

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TABLE 7: Summary of Marketing Plan Objectives and Strategies

PERSON’S
STRATEGIES RESPONSIBLES RESOURCES TIME FRAME

Product
 Interior Design Management Human November
Resources 2018
Upgrade

 Proper Ventilation Management Human November

Resources 2018
 Proper Management Human November
Resources 2018
Maintenance

 Change of Raw Management Human November

Resources 2018
Material Supplier

 Strict Compliance
Human November
for Standard Management
Resources 2018
Uniform

 Standardize
Human November
Promotions Management
Resources 2018
 Acquire Additional
Human November
Cooking Materials Management
Resources 2018
 Improve
Human November
Customer Service Management
Resources 2018

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 Price
 Barkada Treat Management Capital January
2019
 Birthday Treat Management Capital January
2019

Place

 Tie Up
January
with Sunset TODA Management Capital
2019

Promotion
 Tarpaulin Management Capital January
2019

 Facebook Boost Management Capital January

2019

 Instagram Management Capital January

2019
Account

 Throwback Management Capital March

2019
Pricing

 Graduation Promo Management Capital April

2019
 Labor Day Promo Management Capital May
2019

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 MONTH GROSS SALES INCREASE/DECREASE

2017

OCTOBER ₱1,097,956.00 (₱80,269) - 6.81%

NOVEMBER ₱1,088,600.00 (₱9,356) - 0.85%

DECEMBER ₱1,073,158.00 (₱15,442) - 1.42%

JANUARY 2018 ₱1,257,607.00 ₱184,449 17.19%

FEBRUARY ₱1,005,745.00 (₱251,862) - 20.03%

MARCH ₱1,125,370.00 ₱119,625 11.89%

APRIL ₱992,605.00 (₱132,765) - 11.80%

MAY ₱987,435.00 (₱5,170) - 0.52%

JUNE ₱1,073,518.00 ₱86,083 8.72%

JULY ₱978,180.00 (₱95,338) - 8.88%

AUGUST ₱1,054,238.00 ₱76,058 7.78%

SEPTEMBER ₱915,154.00 (₱139,084) - 13.19%

TOTAL ₱12,649,566.00 -263,071 -17.92%

(Source: Owner of the Company and Researcher Assessment)

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 PART 5a/ ACTION PROGRAM: PRODUCT/SERVICE

Product Concept

Raphael’s Unlimited Restaurant is known for their scrumptious and unlimited

Samgyeopsal (pork belly). Customers are offered with an array of foods including,

Baby back Ribs, Fried Fish Fillet, Buffalo Wings, Garlic Chicken, an assortment

of side dishes, rice and drinks.

Product Breadth and Depth

Raphael’s Unlimited serves primarily variety of unlimited main international

dishes, Samgyeopsal, Buffalo wings, Fish fillet, Garlic chicken with side dishes,

rice and drinks. They also serve ala carte Korean food which includes Bibimbap,

serve as a bowl of warm white rice topped with namul and gochujang, soy sauce,

or doenjang, Japchae, made with sweet potato noodles, beef, and vegetables stir-

fried in a sesame oil-based sauce is a delicious and colorful meal, Kimbap, made

from cooked rice and other ingredients that are rolled in gim-dried sheets of laver

seaweed-and served in bite-sized slices, and Ramyun, a noodle soup with a

traditional spicy taste for all Asians worldwide.

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 TABLE 9: Product Mix of Raphael’s Unlimited

UNLIMITED ALA CARTE

KOREAN FOOD

Baby Back Ribs,

Samgyeopsal,

Buffalo Wings, Bibimbap

Fish Fillet,

Garlic Chicken

with Side dishes,

rice and drinks.

Japchae

Kimbap

Ramyun

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1

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2

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3

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4

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5

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6

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7

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8

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9

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12

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14

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16

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17

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18

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19

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20

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21

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Product Mix/Product Line

Raphael’s Unlimited product line differ from the previous year offered by

eliminating the variety of usual ala carte in their menu because of the Train Law,

(see Figure 8), a new tax reform implemented with the increased tax and burden

causes increase in product prices and decrease in certain product stock. (Dominik

Banzon, 2018). How will the PH Train Law Affect Business? In line with this,

decision of the company is to prevent loss or spoilage of food stocks caused by

the decrease in food purchase in ala carte by the customers and thorough

increase in prices of raw materials. The customers likely reaction to sudden

increase of price is a comparing way towards its competitors having the same

offerings with lower price, may cause a decrease in sales.

Figure 8: The Train Law

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Product/Service Modifications

Researchers propose a marketing strategy that will enhance or improve

Raphael’s Unlimited weaknesses and maintain or strengthen its advantage over

others, Since Raphael’s is in its growth stage using the 4P’s, Product, Price, Place

and Promotion with a certain monetary budget attached to it for the proper way or

process preparing for its expenses needed to achieve the objectives.

Product Positioning

Raphael’s Unlimited mission is to provide customers with the best food

because of their satisfaction with the vision of being well-known restaurant that

serve a high and good quality product and service to the customers having the

objective of increasing its sales by 2019. The products of Raphael’s are positioned

to satisfy the needs and wants of customers that is in line with the trend of the

industry with the competitive advantage of wide variety main dishes for customers

to have a lot of choices, knowing that customers have distinctive and elastic taste

and preferences.

Payment/Warranties

Customers purchase in exchange of money with good quality of products and

services offered to them and depend on price as a cue to quality and expectations.

Raphael’s Unlimited has its lean hours of 11:00 a.m.-4:00 p.m. wherein
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unwantedly one of its weakness occurs in which flies comes around the area of

the restaurant, making each customer uncomfortable and each product offered in

the table unsanitary, in this case, their provisions to it is get the damaged product

and change it with the new serving or otherwise talk to the customer properly and

handle the situation occurred to meet the demand of customers. This is applicable

but will be needing a specific solution to the problem occurring in the company for

the positive image towards meeting the expectations of the customers in

purchasing the products and services for the value is the quality of services for the

price they pay.

Test Marketing Process

Test marketing process occurs for the company’s survival to comprehend if

the products and services that the company will launch have the capability to

attract current and potential customers to gain a higher return to the cost for sales.

Raphael’s Unlimited tests the new product to offer by giving their employees,

friends, and inviting other persons they know and give them the privilege to taste

it for free and evaluate the quantity they can ingest before launching it in the

market and be able to identify the needs for improvement to attract customers in

purchasing with those feedbacks after the said free food experience.

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Action Programs

Product/Service Proposal Strategies

Interior Design Upgrade

Physical environment of the restaurant affects how customers will look at

products that a business offers, the satisfaction that is given and how services are

taken. Raphael’s Unlimited restaurant is visible in the eyes of the individuals or

customers by its signage, but the designs and decorations inside the restaurant

are not related to the products they offer. These needs improvement to make it

more attractive to the customers while experiencing the services to have a positive

impact on them right away because first impression lasts in the mind of each

customers. In this interior design upgrade proposal, researchers proposed an

interior design where the designs and decorations will be changed to give

customers a more positive impact and give them better satisfaction while dining

inside.

Figure 9: Current Interior Design of Raphael’s Unlimited

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 Figure 10: Proposed Interior Design

Proper Ventilation

To give solution to Raphael’s problem with ventilation, the researchers

proposed to install ventilation directly suctioning the smoke to every table inside

the restaurant to eliminate discomfort to customers while cooking their

Samgyeopsal. It will also prevent causing problem to the air-conditioning inside.

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Proper Maintenance

Raphael’s Unlimited needs to improve the cleanliness of the restaurant

especially on the lean time hours wherein flies goes near the food of the customers,

this will cause unwanted experience that decrease the chance of attracting

potential customers. Researchers proposed proper maintenance to ensure that

every area of the restaurant is well-maintained for the good service offered to

customers, in line with this is the arrangement and regular checking of the comfort

room that is usually out of service and includes construction of separate comfort

room for male and female customers.

Change of Raw Material Supplier

To solve Raphael’s Unlimited problem with its inconsistent food quality, they

need to change the supplier of the raw materials used for the preparation of their

dishes specially the meat in their samgyeopsal. Offering the best meat to

customers will guarantee satisfaction and guarantee good feedback.

Strict Compliance for Standard Uniform

To avoid confusion to customers as to why the service crew are not wearing

their appropriate uniform and be questioned, Raphael’s Unlimited management

should apply sanctions to the service crew who will not properly comply with the

standard uniform attire.

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Standardize Promotions

To avoid conflict to customers of Raphael’s Unlimited promotion on their Iced

Tea, they should apply a standard rule as to how customers will be legible to avail

unlimited Iced Tea and properly disseminate the information and instructions to

avoid confusion and dissatisfaction.

Acquire Additional Cooking Materials

To avoid shortage of cooking materials for customers who are cooking their

Samgyeopsal, purchasing additional Tongs and Scissors will be helpful. Extra

cooking materials ready for use will ease rushing and lessen the workload of the

dishwasher.

Improve Customer Service

Raphael’s Unlimited service crew needs to improve their customer service by

knowing each of their roles. Having a clear sense of their roles will help them

determine what they should do and prioritize.

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 TABLE 11: Product/Service Proposals Budget

ACTION PERSON’S
PROGRAM STRATEGIES RESPONSIBLES RESOURCES BUDGET

Paint
= ₱2,079.00
Interior
Posters
Human
Design Management
= ₱3,000.00
Resources
Upgrade Total
= ₱5,079.00

Exhaust Fan
Product Proper Management Human
= ₱150,000.00
and
Ventilation Resources
Services
Materials
Proper Management Human Expense
Maintenance Resources = ₱15,000.00
Labor Expense
= ₱15,400.00
Total
= ₱30,400.00

Change of
Human
Raw Material N/A
Management Resources
Supplier

Strict
Human
Compliance N/A
Management Resources
for Standard
Uniform

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 Standardize
Management Human
Promotions N/A
Resources

Acquire
Additional
Management Human
Cooking
Materials Resources

Improve
Human
Customer N/A
Management Resources
Service

Total ₱

(Source: Architect Velasco of Casa Milan and Management of the Company)

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 PART 5b/ ACTION PROGRAM: PRICING

Overall Pricing Policy

Raphael’s Unlimited restaurant use a competition-based pricing wherein they

set prices through the competitors product price. They focus on the information

from the market to be in line with the pricing of other restaurants.

Pricing Objectives

Raphael’s Unlimited offers higher price in their unlimited servings based on

the comparative product pricing (see Table 13 pages 65-85), with the objective of

the restaurant its pricing strategy focus on profit-oriented that is to maximize profit

and at the same time satisfy customers with variety of International food all with

their unlimited servings price at 329 pesos.

Pricing Structure

The restaurant product is priced differently from the last year’s level which cost

299 pesos and now 329 pesos for the unlimited menu, Raphael’s Unlimited

increase their price because of the law that increases the taxes of the cost of

ingredients and materials used in the market that affect the restaurant’s process

of producing the food to customers (see Figure 8 page 54). The sudden change

of their price compared in last year’s pricing make them strategize how consumers

will react to it and decided to do a fixed-priced strategy that is to set a price and

keep it constant for an extended period, remain 299 pesos as their price during

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lean hours from 11:00 a.m. to 4:00 p.m. and 329 pesos for the rest of the business

hours. In line with this, Raphael’s added a product in their unlimited offering to be

fair adding specific amount to their usual price and for customers satisfaction with

the demand in the value as the quality for the price they pay.

TABLE 12: Company Product Pricing

RESTAURANT

PRODUCTS
Raphael’s
Unlimited

Unlimited Baby Back Ribs,

Samgyeopsal, Buffalo
Wings, Fish Fillet, Garlic ₱329.00

Chicken with side dishes,

rice and drinks

Bibimbap ₱120.00

Japchae ₱220.00

Kimbap ₱105.00

Ramyun ₱120.00

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5

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8

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11

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13

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14

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15

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16

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18

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19

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20

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21

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Comparative Assessment

Comparative product pricing in Table 13 pages 65-85 shows the difference in

prices of Raphael’s Unlimited with the competitors. The pricing of Raphael’s

product is higher compared to its competitors on its unlimited menu but makes the

customers purchase worth with their offers of International food. The prices of their

ala carte are reasonable and highly affordable for its target market which are

employees and students.

Pricing Proposal Strategies

Birthday Treat

This pricing strategy aim to target and attract customers who loves to

celebrate outside on their special day and save money for persons who will

surprise her on a treat. The birthday celebrant gets a hundred percent (100%)

discount or free purchase of unlimited menu on the day of their birthday if

accompanied by a minimum of two guest who will order the unlimited menu. The

birthday celebrant must present a valid and original government issued I.D. with

their photo and birthday.

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 Figure 11: Birthday Treat

Barkada Treat

The type of pricing strategy for the restaurants’ target market that is usually

purchasing as a group. This is designed to offer a hundred percent (100%)

discount to one person that is brought by five persons or five plus one (5+1) treat.

This proposal will be applied during the lean hours of the restaurant which starts

at 11 a.m. to 4 p.m. to increase the numbers of customers purchasing during this

lean time.

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 Figure 12: Barkada Treat

TABLE 14: Pricing Proposals Budget

ACTION STRATEGY PERSON’S RESOURCES

PROGRAM RESPONSIBLES BUDGET
Monthly:
₱197.00 x 84
Birthday persons
Treat Management Capital = ₱16,548.00
Annual:
₱16,548 x 12
= ₱198,576.00
Monthly:
Price
₱197.00 x 56
Barkada persons
Treat Management Capital = ₱11,032.00
Annual:
₱11,032 x 12
= ₱132,384.00

Total ₱330,960.00

(Source: Management of the Company and Researcher Assessment)

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 PART 5c/ ACTION PROGRAM: DISTRIBUTION

Current Distribution Strategy

The current distribution strategy of Raphael’s Unlimited is direct distribution

wherein products are organized, managed and distributed by the firm itself, from

the restaurant to customers directly. The most effective distribution intensity

strategy for high-end brands that want to set up a limited number of outlets in a

geographical location is the intensity used by the restaurant which is the selective

distribution, ideal for customers who may have special brand preferences when

they are purchasing a specific product, certain locations are selected to sell it.

Figure 13: Current Distribution Channel

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Distribution Objectives

Ensure that the products are acceptable by consumers and enhance good

and loyal customer relationship. The organization’s distribution objectives be met

by interacting directly with customers, providing them with good services while

purchasing the products. Ensuring that products are accepted in a positive and

good way of distribution and enhancing customer relationship by providing theirs

needs and wants based on their convenience.

Distribution Proposal Strategies

Tie Up with Sunset TODA

Raphael’s unlimited will coordinate with the tricycle drivers of Sunset TODA to

help customers who does not have their own vehicles when leaving the restaurant

specially during night times where Public Utility Vehicles are not available on the

area. The management will provide a two-way radio communication device to the

terminal to communicate for customers who needs a ride to leave.

TABLE 15: Distribution Proposal Budget

ACTION PERSON’S
PROGRAM STRATEGY RESPONSIBLES RESOURCES BUDGET

Tie Up with Two-way radio

Place Management Capital communication
Sunset
device
TODA = ₱1,350.00

(Source: Online (Lazada) Marketing and Researcher Assessment)

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 PART 5d/ ACTION PROGRAM: PROMOTION

Promotional Objectives

Raising awareness to the target market about the existence of the restaurant

products and services and aimed at attracting new customers that will lead to

increase in sales and proper communication to customers, keep them updated

even online about the current offerings and promotions in the restaurant.

Current Promotional Strategy

The current promotional strategy of Raphael’s Unlimited are tarpaulin that is

placed in front of the restaurant and online advertising, wherein their page is

managed by Where in Pampanga and have its Facebook account updated about

all product offerings, discounts and promotions.

Promotion Proposal Strategies

Promotional Strategies communicate to customers to remind, aware, educate

and persuade them to purchase the products or services offered in the market,

introduce the company and promote the products in front of the public.

Tarpaulin

Researchers proposed a new design of tarpaulin from a plain name on it to a

design with photos of its main dishes that will catch the attention of the people who

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pass through the area and at the same time be aware of what the restaurant offers.

This is one way to disseminate information or for advertising purpose of the type

of products being offered.

Figure 14: Current Tarpaulin of Raphael’s Unlimited

Figure 15: Proposed Tarpaulin Design

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Facebook Boost

The researchers proposed to implement Facebook boost to Raphael’s

posts to reach a new and much wider audience and to not be limited to the

people who are already subscribed or liked on their page. Also, with

Facebook boost Raphael’s can review the summary of the boosted posts

to better understand how they will implement their promotions online.

Figure 16: Layout Proposal of Facebook Boost

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Instagram Account

The researchers proposed creation of Raphael’s Unlimited Instagram Account

to increase their presence online and reach more potential customers.

Figure 17: Layout Proposal of Raphael’s Instagram Account

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Throwback Season

Raphael’s Unlimited will price their unlimited menu back to PHP 299 for the

whole month of March 2019.

Figure 18: Throwback Pricing Promo

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Graduation Promo

The researchers proposed giving 20% discount to total purchase of

customers who will celebrate their graduation at Raphael’s Unlimited. The

customers need to provide a proof of their graduation to avail the promo which will

run for the whole month of April 2019.

Figure 19: Graduation Promo

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Labor Day Promo

As a celebration of Labor Day, Raphael’s Unlimited will give 20% discount

to the total purchases of employed customers. The customers need to provide a

proof of employment to avail the promo which will run for a week from May 01 to

May 07, 2019.

Figure 20: Labor Day Promo

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 TABLE 16: Promotion Proposals Budget

ACTION PERSON’S
PROGRAM STRATEGY RESPONSIBLES RESOURCES BUDGET

Tarpaulin Management Capital Size (2’’x6’’)

= ₱500.00

50 x 4 days in a
week:
200 per week
Facebook Boost Management Capital x4
= 800 monthly
x 12
= ₱9,600.00
annual
Promotion

Instagram Human
Account Management Resources N/A

October
(Throwback
Throwback Management Capital Pricing
Pricing Expenses)
= ₱447,425.03
in a month
329 x 5
graduates
= ₱1,645 x 6
Graduation Management Capital days = ₱9,870
Promo x 4 weeks
= ₱39,480.00
in a month

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 329 x 12
Labor Day Management Capital = ₱3,948
Promo x 7 days
= ₱27,636.00

Total ₱524,641.03

(Source: GIK Ads & Printshop, Owner and Management of the Company and

Researcher Assessment)

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 PART 6/ BUDGETS, CONTROL AND ACCOUNTABILITY

The table shows the summary of the Marketing Plan strategies proposed by

the researchers with the estimated budget needed to implement each in a specific

time frame. After planning, proper controlling and monitoring on the proposed

strategies to accomplish the objectives must be made. The owner, Mr. Gilbert

Enero is the person responsible in controlling and monitoring the company for the

strategies proposed be implemented accordingly.

TABLE 17: Summary of the Marketing Plan Strategies

PERSON’S
STRATEGIES RESPONSIBLES RESOURCES TIME BUDGET
FRAME
Product

Human November
 Interior Design Management
Resources 2018- ₱5,079.00
Upgrade and Suppliers
February
2019

Human November
 Proper Management
Resources 2018- ₱150,000.00
Ventilation and Suppliers
February
2019

Human November
 Proper Management
Resources 2018- ₱30,400.00
Maintenance
December
2019

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 Human November
 Hiring Resident Management ₱216,000.00
Resource 2018
Chef

Price
January-
December
 Barkada Treat Management Capital ₱132,384.00
2019

January-
December
 Birthday Treat Management Capital ₱198,576.00
2019

Place

January-
 Tie Up with Management Capital
December ₱1,350.00
Sunset TODA
2019

Promotion
January-
₱500.00
Capital December
 Tarpaulin Management
2019
January-
Capital December
 Facebook Management ₱9,600.00
2019
Boost

January-
 Instagram Capital December
Management N/A
Account 2019

 Throwback Capital March

Management ₱447,425.03
Pricing 2019

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 Graduation
Capital April
Promo Management ₱39,480.00
2019
 Labor Day
Capital May 01-07
Promo Management ₱27,636.00
2019

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 Raphael’s Unlimited
Income Statement
February to December 2017

Sales ₱11,946,183
Less: Cost of Goods Sold
Chicken 837,375
Pork 1,579,149
Ribs 2,213,728
Fillet 581,405
Vegetables 807,884
Korean Groceries 281,869.5
Dry Product 272,404
Wet Product 501,831 (7,075,645.5)

Gross Income ₱4,870,537.5

Less: Operating Expenses
Rent 326,700
Utilities 297,000
Salaries 956,296
Miscellaneous Expenses 849,089
(2,459,085)
Net Income Before Tax ₱2,411,452.5

Tax Expense: (358,385.49)

Net Income After Tax ₱2,053,067.01

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 Raphael’s Unlimited
Income Statement
January to September 2018

Sales ₱9,389,852
Less: Cost of Goods Sold
Chicken 685,125
Pork 1,292,031
Ribs 1,811,232
Fillet 475,695
Vegetables 660,996
Korean Groceries 230,620.5
Dry Product 222,876
Wet Product 410,589 (5,789,164.5)

Gross Income ₱3,600,687.5

Less: Operating Expenses
Rent 267,300
Utilities 243,000
Salaries 782,424
Miscellaneous Expenses 694,709
(1,987,433)
Net Income Before Tax ₱1,613,254.5

Tax Expense (281,695.56)

Net Income After Tax ₱1,331,558.94

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 Raphael’s Unlimited
Income Statement
January to December 2019

Sales ₱14,925,472.04
Less: Cost of Goods Sold
Chicken 913,500
Pork 1,722,708
Ribs 2,414,976
Fillet 634,260
Vegetables 660,996
Korean Groceries 307,494
Dry Product 297,168
Wet Product 547,452 (7,498,554)
Action Programs
Interior Design Upgrade 5,079
Ventilation 150,000
Maintenance 30,400
Treats 330,960
Communication Device 1,350
Tarpaulin 500
Facebook Boost 9,600
Promos 514,541.03 (1,042,430.03)
Gross Income ₱6,384,488.01
Less: Operating Expenses
Rent 356,400
Utilities 324,000
Salaries 1,259,232
Miscellaneous Expenses 961,278.91
(2,900,910.91)

Net Income Before Tax ₱3,483,577.10

Tax Expense (447,764.2)

Net Income After Tax ₱3,035,812.94

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APPENDICES

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Appendix Letter of Approval of the Company

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Appendix Request Letter for the List of

Restaurant

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 Appendix Interview Questions

1. Who is the owner?

2. What is the company address?
3. What is the business and operating hours of the company?
4. How can customers reach you?
5. When is the company established?
6. What is the history of the company?
7. How many branches do you have and where?
8. What are your product offerings and how much?
9. What is your monthly sale?
10. What is the edge of your company among its competitors?
11. When is the lean and peak season of the company?
12. What is your estimated numbers of customers during lean and peak season?
13. What are the resources of the company?
14. Who are your target markets?
15. How do you meet the needs of your customers?
16. What is your company vision and mission?
17. Why your products price increased?
18. Why did you reduce your product offerings?
19. What is your pricing strategy?
20. What is your current pricing and promotion strategy?
21. What are your payment/warranty terms?
22. How do you test your new product?

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 Appendix Computations

Computation based on the Sales of the Restaurant

Table AD.1 Babjip

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:

90 persons a day 200 persons a day

₱330.00 x 90 (persons) ₱330.00 x 200 (persons)

= ₱29,700.00 per day = ₱66,000.00 per day

₱29,700 x 4 (days) ₱66,000 x 3 (days)

= ₱118,800.00 per week = ₱198,000.00 per week

₱118,800.00 (Lean Days) + ₱198,000.00 (Peak Days)

= ₱316,800.00 in a week

₱316,800.00 x 4 (weeks)

= ₱1,267,200.00 in a month

₱1,267,200.00 x 12 (months)

= ₱15,206,400.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.2 Jungwon

Lean Days Peak Days

Monday-Wednesday: Thursday-Sunday:
95 persons a day 180 persons a day
₱300.00 x 95 (persons) ₱300.00 x 180 (persons)
= ₱28,500.00 per day = ₱54,000.00 per day
₱28,500 x 3 (days) ₱54,000 x 4 (days)
= ₱85,500.00 per week = ₱216,000.00 per week
₱85,500.00 (Lean Days) + ₱216,000.00 (Peak Days)
= ₱301,500.00 in a week
₱301,500.00 x 4 (weeks)
= ₱1,206,000.00 in a month
₱1,206,000.00 x 12 (months)
= ₱14,472,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

Table AD.3 Jangsoo

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
75 persons a day 200 persons a day
₱333.00 x 75 (persons) ₱333.00 x 200 (persons)
= ₱24,975.00 per day = ₱66,600.00 per day
₱24,975 x 4 (days) ₱66,600 x 3 (days)
= ₱99,900.00 per week = ₱199,800.00 per week
₱99,900.00 (Lean Days) + ₱199,800.00 (Peak Days)
= ₱299,700.00 in a week
₱299,700.00 x 4 (weeks)
= ₱1,198,800.00 in a month
₱1,198,800.00 x 12 (months)
= ₱14,385,600.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.4 Ilmi

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
100 persons a day 150 persons a day
₱350.00 x 100 (persons) ₱350.00 x 150 (persons)
= ₱35,000.00 per day = ₱52,500.00 per day
₱35,000 x 4 (days) ₱52,500 x 3 (days)
= ₱140,000.00 per week = ₱157,500.00 per week
₱140,000.00 (Lean Days) + ₱157,500.00 (Peak Days)
= ₱297,500.00 in a week
₱297,500.00 x 4 (weeks)
= ₱1,190,000.00 in a month
₱1,190,000.00 x 12 (months)
= ₱14,280,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

Table AD.5 Yu Ganne 2

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
90 persons a day 205 persons a day
₱299.00 x 90 (persons) ₱299.00 x 205 (persons)
= ₱26,910.00 per day = ₱61,295.00 per day
₱26,910 x 4 (days) ₱61,295 x 3 (days)
= ₱107,640.00 per week = ₱183,885.00 per week
₱107,640.00 (Lean Days) + ₱183,885.00 (Peak Days)
= ₱291,525.00 in a week
₱291,525.00 x 4 (weeks)
= ₱1,166,100.00 in a month
₱1,166,100.00 x 12 (months)
= ₱13,993,200.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.6 Yu Ganne 1

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
100 persons a day 150 persons a day
₱350.00 x 100 (persons) ₱350.00 x 150 (persons)
= ₱35,000.00 per day = ₱52,500.00 per day
₱35,000 x 4 (days) ₱52,500 x 3 (days)
= ₱140,000.00 per week = ₱157,500.00 per week
₱140,000.00 (Lean Days) + ₱157,500.00 (Peak Days)
= ₱297,500.00 in a week
₱297,500.00 x 4 (weeks)
= ₱1,190,000.00 in a month
₱1,190,000.00 x 12 (months)
= ₱14,280,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

Table AD.5 Yu Ganne 2

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
90 persons a day 205 persons a day
₱299.00 x 90 (persons) ₱299.00 x 205 (persons)
= ₱26,910.00 per day = ₱61,295.00 per day
₱26,910 x 4 (days) ₱61,295 x 3 (days)
= ₱107,640.00 per week = ₱183,885.00 per week
₱107,640.00 (Lean Days) + ₱183,885.00 (Peak Days)
= ₱291,525.00 in a week
₱291,525.00 x 4 (weeks)
= ₱1,166,100.00 in a month
₱1,166,100.00 x 12 (months)
= ₱13,993,200.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.8 Manchoo

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
100 persons a day 150 persons a day
₱350.00 x 100 (persons) ₱350.00 x 150 (persons)
= ₱35,000.00 per day = ₱52,500.00 per day
₱35,000 x 4 (days) ₱52,500 x 3 (days)
= ₱140,000.00 per week = ₱157,500.00 per week
₱140,000.00 (Lean Days) + ₱157,500.00 (Peak Days)
= ₱297,500.00 in a week
₱297,500.00 x 4 (weeks)
= ₱1,190,000.00 in a month
₱1,190,000.00 x 12 (months)
= ₱14,280,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

Table AD.5 Yu Ganne 2

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
90 persons a day 205 persons a day
₱299.00 x 90 (persons) ₱299.00 x 205 (persons)
= ₱26,910.00 per day = ₱61,295.00 per day
₱26,910 x 4 (days) ₱61,295 x 3 (days)
= ₱107,640.00 per week = ₱183,885.00 per week
₱107,640.00 (Lean Days) + ₱183,885.00 (Peak Days)
= ₱291,525.00 in a week
₱291,525.00 x 4 (weeks)
= ₱1,166,100.00 in a month
₱1,166,100.00 x 12 (months)
= ₱13,993,200.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.10 Queen’s Buffet

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
100 persons a day 150 persons a day
₱350.00 x 100 (persons) ₱350.00 x 150 (persons)
= ₱35,000.00 per day = ₱52,500.00 per day
₱35,000 x 4 (days) ₱52,500 x 3 (days)
= ₱140,000.00 per week = ₱157,500.00 per week
₱140,000.00 (Lean Days) + ₱157,500.00 (Peak Days)
= ₱297,500.00 in a week
₱297,500.00 x 4 (weeks)
= ₱1,190,000.00 in a month
₱1,190,000.00 x 12 (months)
= ₱14,280,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

Table AD.5 Yu Ganne 2

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
90 persons a day 205 persons a day
₱299.00 x 90 (persons) ₱299.00 x 205 (persons)
= ₱26,910.00 per day = ₱61,295.00 per day
₱26,910 x 4 (days) ₱61,295 x 3 (days)
= ₱107,640.00 per week = ₱183,885.00 per week
₱107,640.00 (Lean Days) + ₱183,885.00 (Peak Days)
= ₱291,525.00 in a week
₱291,525.00 x 4 (weeks)
= ₱1,166,100.00 in a month
₱1,166,100.00 x 12 (months)
= ₱13,993,200.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 Table AD.12 Kang San Ae 2

Lean Days Peak Days

Monday-Thursday: Friday-Sunday:
100 persons a day 150 persons a day
₱350.00 x 100 (persons) ₱350.00 x 150 (persons)
= ₱35,000.00 per day = ₱52,500.00 per day
₱35,000 x 4 (days) ₱52,500 x 3 (days)
= ₱140,000.00 per week = ₱157,500.00 per week
₱140,000.00 (Lean Days) + ₱157,500.00 (Peak Days)
= ₱297,500.00 in a week
₱297,500.00 x 4 (weeks)
= ₱1,190,000.00 in a month
₱1,190,000.00 x 12 (months)
= ₱14,280,000.00 in a year

(Source: Management of the Company and Researcher Assessment)

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 TABLE AD.13: Estimated Gross Sales and Market Share Percentage

Estimated
Gross Sales Market Share
Company Name (October 2017- Percentage
September 2018)
Babjip ₱15,206,400.00 11.02%
Jungwon 14,472,000.00 10.48%
Ilmi 14,280,000.00 10.35%
Raphael’s Unlimited 12,649,566.00 9.16%
Manchoo 11,625,600.00 8.42%
Yu Ganne 2 11,338,080.00 8.21%
DS Baboy 11,088,000.00 8.03%
Kang San Ae 1 10,333,440.00 7.49%
Kim’s Grill 10,214,400.00 7.40%
Jangsoo 8,951,040.00 6.48%
Yu Ganne 1 7,776,000.00 5.63%
Queen’s Buffet 5,594,400.00 4.05%
Kang San Ae 2 4,500,960.00 3.26%
Total ₱138,029,886.00 100%

₱15,206,400.00 + ₱14,472,000.00 + ₱14,280,000.00 + ₱12,649,566.00 +

₱11,625,600.00 + ₱11,338,080.00 + ₱11,088,000.00 + ₱10,333,440.00 +

₱10,214,400.00 + ₱8,951,040.00 + ₱7,776,000.00 + ₱5,594,400.00 +

₱4,500,960.00 = ₱138,029,886.00

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Babjip:

₱15,206,400.00 / ₱138,029,886.00 = 0.11016 x 100 = 11.02%

Jungwon:

₱14,472,000.00 / ₱138,029,886.00 = 0.10484 x 100 = 10.48%

Ilmi:

₱14,280,000.00 / ₱138,029,886.00 = 0.10345 x 100 = 10.35%

Raphael’s Unlimited:

₱12,649,566.00 / ₱138,029,886.00 = 0.09164 x 100 = 9.16%

Manchoo:

₱11,625,600.00 / ₱138,029,886.00 = 0.08422 x 100 = 8.42%

Yu Ganne 2:

₱11,338,080.00 / ₱138,029,886.00 = 0.08214 x 100 = 8.21%

DS Baboy:

₱11,088,000.00 / ₱138,029,886.00 = 0.08033 x 100 = 8.03%

Kang San Ae 1:

₱10,333,440.00 / ₱138,029,886.00 = 0.07486 x 100 = 7.49%

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Kim’s Grill:

₱10,214,400.00 / ₱138,029,886.00 = 0.07400 x 100 = 7.40%

Jangsoo:

₱8,951,040.00 / ₱138,029,886.00 = 0.06484 x 100 = 6.48%

Yu Ganne 1:

₱7,776,000.00 / ₱138,029,886.00 = 0.05633 x 100 = 5.63%

Queen’s Buffet:

₱5,594,400.00 / ₱138,029,886.00 = 0.04053 x 100 = 4.05%

Kang San Ae 2:

₱4,500,960.00 / ₱138,029,886.00 = 0.03260 x 100 = 3.26%

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 TABLE AD.14: Comparative Monthly Gross Sales

MONTH GROSS SALES INCREASE/DECREASE

2017
OCTOBER ₱1,097,956.00
(₱80,269) - 6.81%
NOVEMBER ₱1,088,600.00
(₱9,356) - 0.85%
DECEMBER ₱1,073,158.00
(₱15,442) - 1.42%
JANUARY 2018 ₱1,257,607.00
₱184,449 17.19%
FEBRUARY ₱1,005,745.00
(₱251,862) - 20.03%
MARCH ₱1,125,370.00
₱119,625 11.89%
APRIL ₱992,605.00
(₱132,765) - 11.80%
MAY ₱987,435.00
(₱5,170) - 0.52%
JUNE ₱1,073,518.00
₱86,083 8.72%
JULY ₱978,180.00
(₱95,338) - 8.88%
AUGUST ₱1,054,238.00
₱76,058 7.78%
SEPTEMBER ₱915,154.00
(₱139,084) - 13.19%

TOTAL ₱12,649,566.00
-263,071 -17.92%

(Source: Owner and Management of the Company and Researcher

Assessment)

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MARKETING PLAN OBJECTIVES

Increase the gross annual sales by 19.21% by the year 2019.

2017 Estimated 2018

(January-September 2018)
₱9,389,852 / 9 (months)
= ₱11,946,183.00
= ₱1,043,316.00 x 3 (months) Oct. – Dec.
= ₱3,129,950.667 + ₱9,389,852
= ₱12,519,802.667

2019

Comparative Increase/Decrease Sales (2017-2018)

₱12,519,802.667-₱11,946,183.00 = ₱573,619.67

₱573,619.67 / ₱11,946,183.00 (year 2017) x 100 = 4.80% increase annual

October 2017-September 2018 = -17.92% decrease monthly

Objectives: Double the annual increase of sales

₱573,619.67 x 2 = ₱1,147,239.34

Plus cover the estimated expenses of the Marketing Plan Strategies Proposals

₱1,147,239.34 + ₱1,258,430.03 = ₱2,405,669.37

(Estimated 2018) ₱12,519,802.667 + (Objectives) ₱2,405,669.37

(Target Amount of Sales by the end of 2019) = ₱14,925,472.04

Percentage computation:

(Year 2019) ₱14,925,472.04 – (Year 2018) ₱12,519,802.667

= ₱2,405,669.37

₱2,405,669.37 / ₱12,519,802.667 x 100

(Target Percentage Increase of Sales by the end of 2019) = 19.21%

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GLOSSARY

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 Accommodate - (of physical space, especially a building) provide lodging
or enough space for.
 Action Program - A set of related measures or activities with a long-term
aim.
 Adequate - Satisfactory or acceptable in quality or quantity.
 Advertisement - A notice or announcement in a public medium promoting
a product, service, or event or publicizing a job vacancy.
 Affordable - Inexpensive; reasonably priced.
 Ala carte - Listing or serving food that can be ordered as separate items,
rather than part of a set meal.
 Ambiance - The character and atmosphere of a place.
 Appetency - A longing or desire.
 Assessment - The evaluation or estimation of the nature, quality, or
ability of someone or something.
 Attract - Cause to come to a place or participate in a venture by offering
something of interest, favorable conditions, or opportunities.
 Autopsy of Success and Failures - The accomplishment of an aim or
purpose.
 Awareness - Knowledge or perception of a situation or fact.
 Basis - The underlying support or foundation for an idea, argument, or
process.
 Behavior - The way in which one acts or conducts oneself, especially
toward others.
 Branch - A local business, shop etc that is part of a larger business etc
 Budget - An estimate of income and expenditure for a set period of time.
 Business - A person's regular occupation, profession, or trade.
 Business hours - A period equal to a twenty-fourth part of a day and night
and divided into 60 minutes.

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 Buying power - The number and quality or value of goods and services
that can be purchased with a unit of currency.
 Capital - Wealth in the form of money or other assets owned by a
person or organization or available or contributed for a particular
purpose such as starting a company or investing.
 Catering service - The provision of food and drink at a social event or other
gathering, typically as a professional service.
 Commodities - A raw material or primary agricultural product that can be
bought and sold, such as copper or coffee.
 Company Profile - A concise description of a firm which can include its
history, values, mission statement, its human and financial resources, and
its goods and services, among other things.
 Company Resources - Human, financial, physical, and knowledge factors
that provide a firm the means to perform its business processes. See also
factors of production.
 Comparative Assessment – A research methodology in the social
sciences that aims to make comparisons across different countries or
cultures.

 Competitors - A person or company who takes part in a contest.

 Concept - An abstract idea; a general notion.
 Consumer - A person who purchases goods and services for personal use.
 Counteract - Act against (something) in order to reduce its force or
neutralize it.
 Cuisine - The customary cooking traditions and practices of the culinary
arts.
 Customer relationship - Is an approach to manage a company's
interaction with current and potential customers.

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 Customer satisfaction - It is a measure of how products and services
supplied by a company meet or surpass customer expectation.
 Customers feedback - Information about reactions to a product, a
person's performance of a task, etc. which is used as a basis for
improvement.
 Demand - An insistent and peremptory request, made as if by right.
 Demographic profile - Is a tool used by marketers so that they may be as
efficient as possible with advertising products or services and identifying
any possible gaps in their marketing strategy.
 Depth - The distance from the top or surface to the bottom of something.
 Direct distribution - Model used by organizations to move products from
production to buyer without the use of wholesalers and retailers.
 Discount - A deduction from the usual cost of something, typically given
for prompt or advance payment or to a special category of buyers.
 Dishes - A shallow, flat-bottomed container for cooking or serving food.
 Disseminate - spread (something, especially information) widely.
 Distinctive - Characteristic of one person or thing, and so serving to
distinguish it from others.
 Distribution Objectives – The aim off an organization which it wants to
achieve through an effective distribution strategy.
 Distribution Strategy - A plan created by the manufacturing department
of a company that outlines how the company aims to make its products
available to retailers, intermediaries and consumers.
 Elements - A part or aspect of something abstract, especially one that is
essential or characteristic.
 Enhances - Intensify, increase, or further improve the quality, value,
or extent of.
 Exquisiteness - Extremely beautiful and, typically, delicate.

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 Feedback - Information about reactions to a product, a person's
performance of a task, etc. which is used as a basis for improvement.
 Firms - A business organization, such as a corporation, limited liability
company or partnership, that sells goods or services to make a profit.
 Goals - The object of a person's ambition or effort; an aim or desired
result.
 Gross sales - a metric for the overall sales of a company that haven't been
adjusted to include the costs incurred in generating those sales as well as
things like discounts or returns from customers.
 Human Resources - A function in organizations designed to maximize
employee performance in service of an employer's strategic objectives.
 Improvement - An example or instance of improving or being improved.
 Inconsistent - Not staying the same throughout.
 Industry - Economic activity concerned with the processing of raw
materials and manufacture of goods in factories.
 Inflation - The action of inflating something or the condition of being inflated.
 Interior Design - The art or process of designing the interior, often
including the exterior, of a room or building.
 Internal Analysis - An exploration of your organization’s competency, cost
position and competitive viability in the marketplace.
 Issues - An important topic or problem for debate or discussion.
 Locality - The position or site of something.
 Location - A place or position.
 Main product - A joint output that generates a significant portion of the net
realizable value (NRV) within a joint production process.
 Management - The process of dealing with or controlling things or people.
 Market Share - The portion of a market controlled by a company or product.

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 Marketing strategies - A long-term, forward-looking approach to
planning with the fundamental goal achieving a sustainable
competitive advantage.
 Marketing tool - Are product development and promotional strategies and
actions that a company uses to develop and promote its products or
services.
 Migrating - Move from one part of something to another.
 Mobility - The ability to move or be moved freely and easily.
 Modernized - Adapt (something) to modern needs or habits, typically by
installing modern equipment or adopting modern ideas or methods.
 Monetary - Relating to money or currency.
 Monthly sales - A report made every month showing the number of items
sold or the amount of money a company has received for selling stock
 Opportunity - A set of circumstances that makes it possible to do
something.
 Organization - An organized body of people with a particular purpose,
especially a business, society, association, etc.
 Payment - The action or process of paying someone or something or
of being paid.
 Perceive - Become aware or conscious of (something); come to realize or
understand.
 Perception - The ability to see, hear, or become aware of something
through the senses.
 Place - A position or point in space.
 Potential customers - Someone who can become a purchaser of
product and/or services from an organization.
 Price - The amount of money expected, required, or given in payment
for something.

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 Pricing Objectives - Give direction to the whole pricing process.
Determining what your objectives are is the first step in pricing.
 Pricing Policy - A standing answer to recurring question.
 Pricing Strategy - The value that is put to a product or service and is the
result of a complex set of calculations, research and understanding and
risk-taking ability.
 Pricing Structure - An approach in products and services pricing which
defines various prices, discounts, offers consistent with the organization
goals and strategy.
 Primary Target Market - The segment of a marketplace a business
believes will give it the best chance to sell.
 Product - An article or substance that is manufactured or refined for sale.
 Product Breadth - Breadth of learning refers to the full span of knowledge
of a subject.
 Product Concept - The understanding of the dynamics of the product in
order to showcase the best qualities and maximum features of the product.
 Product Depth - Depth of learning refers to the extent to which specific
topics are focused upon, amplified and explored.

 Product Description - A structured format that presents information about

a project product.
 Product Line - A group of related products under a single brand sold
by the same company.
 Product mix - The total number of product lines a company offers to its
customers.
 Product offerings - A group of platform features that work together to
deliver a specific value proposition for an end client.
 Product Positioning - A form of marketing that presents the benefits
of your product to a target audience.

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 Profit - a financial gain, especially the difference between the amount
earned and the amount spent in buying, operating, or producing something.
 Promotional Objectives - an integral part of marketing strategy. Marketing
teams use various types of promotion to achieve measurable, short-term
results in the marketplace, such as persuading consumers to switch brands
or try a new product, for example.
 Promotions - Refers to any type of marketing communication used
to inform or persuade target audiences of the relative merits of a
product, service, brand or issue.
 Proposal - A plan or suggestion, especially a formal or written one, put
forward for consideration or discussion by others.
 Provision - The action of providing or supplying something for use.
 Psychographic - Qualitative methodology used to describe consumers on
psychological attributes.
 Raw materials - A basic material that is used to produce goods, finished
products, energy, or intermediate materials which are feedstock for future
finished products.
 Researchers - A person who carries out academic or scientific research.
 Resources - A stock or supply of money, materials, staff, and other
assets that can be drawn on by a person or organization in order to
function effectively.
 Restaurant - A place where people pay to sit and eat meals that are cooked
and served on the premises.
 Retain - Continue to have (something); keep possession of.
 Reward - A thing given in recognition of one's service, effort, or
achievement.
 Sales - The exchange of a commodity for money; the action of selling
something.
 Sales volume - The number of units sold within a reporting period.

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 Satisfaction - Fulfillment of one's wishes, expectations, or needs, or the
pleasure derived from this.
 Secondary Target Market - Is simply the second most important
consumer segment you'd like to target.
 Selective distribution - A type of distribution strategy that lies and
operates between intensive and exclusive distribution.
 Selling price - The market value, or agreed exchange value, that will
purchase a definite quantity, weight, or other measure of a good or service.
 buyer.
 Services - Perform routine maintenance or repair work on (a vehicle or
machine).
 Social Class - A division of a society based on social and economic status.
 Social media - Websites and applications that enable users to create and
share content or to participate in social networking.
 Strategies - A plan of action or policy designed to achieve a major or
overall aim.
 Strength - The quality or state of being physically strong of company.
 Subscribed - Arrange to receive something regularly, typically a
publication, by paying in advance.
 Supply - Make (something needed or wanted) available to someone;
provide.
 SWOT Analysis - A strong group process that allows for brainstorming, or
open communication, within your company.
 Target Market - A group of consumers at which a product or service
is aimed.
 Test Marketing Process - The process of putting marketing variations in
front of customers as a business experiment.

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 Threats - A statement of an intention to inflict pain, injury, damage, or other
hostile action on someone in retribution for something done or not done.
 Tie Up - A link or connection, especially one between commercial
companies.
 Total sale - The total amount of sales in each period. Total sales revenue
can be represented in several ways, but it is typically formulated as total
number of units sold times price per unit.
 Trend - A general direction in which something is developing or changing.
 Ventilation - The provision of fresh air to a room, building
 Vision - The faculty or state of being able to see.
 Weaknesses - A symptom of several different conditions.

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