MBA COMPREHENSIVE EXAM

ENTREPRENEURIAL MANAGEMENT
STRATEGIC MGT & BUSINESS POLICY

Direction: Submit all your answers in word format. Filename

should be your Surname then your given name.
Food Industry vs Consumer Spending

Consumer spending drives every nation’s economy. The expenditure includes everything
we buy: food, services, entertainment, groceries, haircuts, and more. From the beginning
of the year (when the economy was up), every nation has seen rising unemployment,
which means fewer wages to spend.

The coronavirus pandemic impacts are changing consumer behavior – what we spend our
income on and how much we spend. As consumers have weathered the coronavirus
pandemic and cities or municipalities have enforced lock-downs for shopping and
entertainment, our spending and saving habits have shifted.

The first few weeks of the pandemic brought consumers out in mass to stock up on pantry
items, including toilet paper, rice, macaroni, beans, and other comfort foods. The next
few weeks saw consumers buying baking ingredients and more basic ingredients as they
cooked more meals at home. But consumers also cut their spending on other
unnecessary and luxurious items, more so eating out, events and parties are not allowed;
therefore, the food industry is declining (SWHartley, 2020).

ABC Catering Services is the most renowned and most preferred catering service business
in Davao. It has been established for over 15 years and already has an established
customer base. At present, financial stability, safety problems, limited orders, and
inconsistent supply of ingredients are some of its issues aside from its workers’ skeletal
schedule. The owner wants you to help him sustain sales and continue its operations
amidst the economic crisis brought by the coronavirus pandemic. As a consultant, you
were thinking of the critical actions the company can take to mitigate the effects of the
pandemic and the marketing strategies which can help the business survive.
Requirement:

You are expected by the owner to Present the following:

1. Mission Statement (A mission statement is the overall, lasting formulation of why the
company exists and what it hopes to be. )
2. Core Values (The vital principles that need to guide leaders and employees in their day-
to-day and long-range decision-making.)
3. SWOT Analysis (It represents a snapshot of the pathways open to the business and the
pitfalls that may be encountered, as well as the assets that can be drawn on to help the
business along the way.)
4. Goals (Long-range goals represent what needs to concentrate on in order to make the
business vision a reality. These goals typically have time horizons of several years or
more.)
5. Action Plan (at least 3 action steps)

Action Steps Responsibilities Timeline

What Will Be Done? Who Will Do It? By When? (Day/Month) A. Reso
B. Reso
othe
Step 1: A.

B.

Step 2: A.

B.

Step 3: A.

B.

Step 4: A.

B.

Step 5: A.

B.

6. Marketing Plan (Follow the format below)

I. Target Market

(Describe the company’s target market, notably this pandemic. Are they going to develop
a new market?)

II. Positioning Statement

(How you want the market to perceive the brand?)

III. Products

(Describe the company’s products. Suggest new products or offerings)

IV. Price Strategy

( Establish the best pricing method for the products to maximize profit. These include
price skimming, price discrimination, and yield management, price points, psychological
pricing, bundle pricing, penetration pricing, price lining, value-based pricing, and
premium pricing. Choose what is appropriate for the business and attractive to the
customers.)

V. Distribution

(Describe how the company will sell to their customers now. Will it sell directly to them at
a storefront or with a website? Will it uses a sales team or distributor?)

VI. Service Strategy

(Focuses on delivering processes, experiences, and intangibles to customers. Customer

service may address customer requests, questions, and complaints, besides providing
answers and solutions.)

VII. Promotion Strategy

(Maybe a combination of advertising, personal selling, sales promotion, public relations,

social media, and e-commerce. BE SPECIFIC OF YOUR SUGGESTIONS HERE.
DESCRIBE HOW EACH PROMOTIONAL STRATEGY BE CARRIED OUT.)