Background of the Study

According to Small Business Development Corporation, most small businesses

come up with a creative business idea but then they fail to market it successfully.
Marketing your product or services generally focuses on the four aspects of marketing,
these are the 4P’s or also known as the product, price, promotion, place. These aspects
must be considered in developing a marketing strategy for any product or services
regardless of the fact that your business has just begun or was already established.
The uniformity of these 4 aspects is critical to marketers working hard to position a
particular product or services.

https://smallbiztrends.com/2017/07/types-of-marketing-strategies-small-business.html

Decreased consumer demand, decreased sales, and reduced disposable income

and unstable economy are challenges that small independent restaurants owners face
which may threaten their level of profitability and competitive language(Lee & Ha,
2012). To attract and retain customers, increase revenue, optimize the product, and
develop a comprehensive understanding of customers needs in order to grow and
sustain their business owners of small independent restaurants may need to use new
marketing tools. Also, in order for them to seek effective marketing strategies to
improve profitability and exceed competitors’ strategies and performance they should
strengthen their competitive position (Desai, 2013). It is a task for small business
leaders such as small, independent restaurant owners to create marketing plans that
contribute to the effective expenditure of resources and promote profitability. In order
of small, independent restaurant owners to remain competitive, they should explore
new strategies to survive and remain profitable(Jenkins, 2015)
https://www.tandfonline.com/doi/abs/10.1080/19368623.2011.611752

http://www.iupinda.in/705/ijmr.asp

https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=2406&context=disserta
tions

Sabbies Diner was built near the University of San Agustin because the owner
perceives that building a small restaurant or diner near a school is a great way to
start-up a new business since students always find a comfortable and affordable place
to eat. The owner believes that building a small restaurant or diner near a school
would gain him a lot of profit and skills in marketing. Since the opening of Sabbies
diner in 2016, it gained a lot of customers and even loyal ones. One of the things why
customer go back to Sabbies diner because the place is air-conditioned and free Wi-Fi
which students want.

One of the most important parts of a business is to have a marketing strategy. A

good marketing strategy holds a significant role in the success of a business. Even
though there are a lot of marketing strategies that a company can choose to, most
company still choose marketing mix, 4P’s. Since it is a well-known marketing
strategy mostly applied in business.

https://www.business.vic.gov.au/marketing-and-sales/increasing-sales-through-market
ing/marketing-mix-strategies-and-tactics

This research is conducted to determine if there is a significant difference in the

most effective marketing strategy used by Sabbies Diner in terms of product, price,
place, and promotion. Also, the researchers aim to present this information and
knowledge about 4P’s and its effect to Sabbies diner.