PESTEL ANALYSIS

Political analysis

 Since the beginning of COVID-19, modification has been required to

ensure one’s safety. As the new normal emerges, not just individuals but
also businesses of all sizes are at risk. As people readjust to this new
normal, the use of the implemented ordinance no. 13, series of 2020, or a
South Cotabato contact tracing system, also known as (SC-CCTS), for
tracing persons who enter and visit any institution or site throughout the
city and in any other areas is essential before attempting to enter for the
protection and security of everyone, particularly at this time.
 Section 3, Executive Order No. 46, Series of 2020. The Implementation of
the Mandatory Wearing of Facemask or other Protective Equipment at all
times in all public places, practicing social distancing and other required
protocols like proper sanitation and disinfection are also one way to
secure and protect everyone’s health and lives
 Disinfect premises in accordance with DOH Department Memorandum
No. 2020-0157, its amendments and Cleaning and disinfection of
environmental surfaces in the context of COVID-19 by the WHO. For this
purpose, all furniture, fixtures, and equipment, including those inside the
kitchen, food preparation, dining areas, and restrooms must be properly
and regularly sanitized (e.g. after every use for tables and chairs).
Environmental

 Ordinance No. 03 or the "Ordinance Regulating the Use of Plastic Bags

and Expanded Polystyrene Food Service Containers in the City of General
Santos." The ordinance, which was passed in 2014, prohibits the use of
plastic bags as packaging materials for dry goods and regulates its use on
wet goods. It also bans the use of expanded polystyrene or Styrofoam and
other similar materials as containers for food and products. Business
establishments and individuals are prohibited from "using, selling and
providing plastic bags to consumers as secondary packaging materials on
 wet goods; using, selling and providing plastic bags to consumers as
packaging material on dry goods; and, using, selling and providing
Styrofoam/styrophor as food service containers," it said.

 The law was crafted in response to the looming garbage problems in the
country. RA 9003 declares the policy of the state in adopting a systematic,
comprehensive and ecological solid waste management programs that
ensures the protection of public health and the environment and the
proper segregation, collection, transport, storage, treatment and disposal
of solid waste through the formulation and adoption of best environmental
practices. Ecological waste management act of 2000 is an act that
provides management program by creating the necessary institutional
mechanism and incentives, appropriating funds, declaring certain acts
prohibited, and providing penalties.
Socio- cultural issues

Technological issues
 As more people adapt to the convenience of the digital world,
marketers are embracing digital technology to find new methods to
interact and engage with potential customers (Kim et al., 2021). In
General Santos City, there is a growing number of restaurants
using QR code menu. A QR code menu is a digital version of a
menu that customers could access on their smartphone by
scanning a code. It eliminates the need of traditional menus,
amplifying customer safety or COVID adherence. The QR stands
for quick response which is what customers perceived in a
restaurant setting. Food delivery system help restaurants in
General Santos City to generate more income opportunities that
would shape the future of the food industry. It assists businesses to
expand beyond their brick by digital storefront that effectively
expands firm into the digital space.
  The advantage of utilizing online payment method could hasten
transactions. The COVID-19 pandemic is having a devastating
impact in General Santos City. Therefore, an online payment
became widespread in the city. A large number of restaurants in
General Santos City acceded to online payments such as PayPal
and Gcash assisting the firm to improve service operation and
reducing customer payment transactions.

 DILG Memorandum Circular 2022-060, establishments that should

have CCTVs are banks, pawnshops, money lenders and money
remittance services, and the like; business establishments with
several branches and chains; shopping malls, shopping centers,
supermarkets, wet markets; as well as hospitals, clinics and
laboratories. Enact ordinances imposing “no CCTV, no business
permit” policy. Closed-circuit television for vital restaurant security
measures is being used by increased number of restaurants in
General Santos City. Therefore, the firms in General Santos City
using technology will have competitive advantages and somehow
maintain business during the pandemic.

Economic issues
All the restaurants and businesses in General Santos City needs to follow legal
rules such as tax policy and apply for business permits so the government may
determine whether they are following the given COVID-19 guidelines, for
instance, the medical exams for the employees, checking up the area if it is
prone to any dangers, and ensuring everyone’s safety by having anti-fire
equipment like fire extinguishers.

Legal issues
SECTION 12 of RA No. 11525 states that vaccine cards shall not be required as
a mandatory additional requirement for employment. However, business
establishments in General Santos City might also consider encouraging all
employees to be completely vaccinated as an added precaution, especially given
the present situation.
Consistent with the minimum public health standards prescribed by the
Department of Health (DOH) under Administrative Order No. 2021-00431 and
DTI-DOLE Joint Memorandum Circular No. 2020-04-A2, owners or designated
safety officers of all establishments covered by this Circular are required to
implement and maintain the following sector-specific public health standards:
1. For indoor dining, install table top clear dividers made of acrylic or
any similar transparent material to prevent droplet transmission in
face-to-face seating arrangements.
2. Install any of the following hand hygiene and sanitation facilities
and supplies:
a. Hand washing station or sink with adequate and safe water
supply;
b. Soap and water or 70% Isopropyl (or Ethyl) Alcohol; and Hands-
free trash receptacles, soap and towel dispensers, door openers,
and other similar hands-free equipment.
c. The use of foot baths, disinfection tents, misting chambers, or
sanitation booths are not recommended.
3. Maintain physical distancing by ensuring table and seats spacing,
using unidirectional markers in queuing areas, and reducing seating
capacity in accordance with the prevailing alert level system where
the Food Establishment is located.
a. Chairs shall be distanced at least one (1) meter on all sides.
b. Queueing area shall comply with the one (1) meter distance on
all side’s
requirement.
3. Ensure adequate air exchange in enclosed areas through the implementation of
strategies as cited in DOLE Department Order No. 224-21,3 such as:
a. Maximizing natural ventilation through opening of windows;
b. Use of low-cost modifications to improve air flow (e.g. addition of fans or
exhaust fans);
c. Identification of multi-occupant spaces that are used regularly and are
poorly ventilated. Air flow shall be controlled to ensure indoor CO2
concentrations be maintained at-or below 1,000 parts per million (ppm);
and
d. Installation and regular maintenance of exhaust fans and air filtration
devices with High-Efficiency Particulate Air (HEPA) filters.
 PART 3
MARKET SEGMENTATION
The major segmentation variables are demographic, geographic, behavioral, and
psychographic segmentation. The method of identifying the target market will aid
businesses in identifying the potential consumers based on their categories,
preferences, and locations.

TARGET MARKET

DEMOGRAPHIC SEGMENTATION
The market is characterized in demographic segmentation by factors such
as gender, age, and occupation. Bakit Wings? target customers are between the ages
of 15 and 35. Whether students, employees, workers, or sportsmen, as long as the
customers really like to experience the products and have no medical issues such as
allergies, etc., the Bakit Wings? Will cater them.

Geographic Segmentation

This aspect supports the marketing strategy by allowing products or services to

be targeted based on where their consumers reside. Geographic classifications such as

countries, regions, cities, colleges, or areas are used to further attract their target

market and promote their product/service. Bakit Wing? will therefore serve residents

and clients in General Santos City.

MARKET SIZE
 The size of the market was based on market segment, demographics

segmentation by age, gender, income and occupation. Geographic segmentation

however was based by countries, regions, cities, colleges or areas.

The potential customers of Blugre is around -----people both gender, ages 10-39 from

recent census (2020-2021) of General Santos City.

Age Group Both Sexes Male Females

10-14 25,333 14,127 11,206

15-19 21,679 11,935 9,744

20-24 25,820 14,127 11,693

25-29 38,487 20,948 17,539

30-34 38,000 20,461 17,539

35-39 35,808 18,756 17,052

Total: 185,127 100,354 84,773

Figure 2. Market Size

Market Share

Based on the market size, there are 185,127 people ages 10-39 from General

Santos City as of 2020-2021. Since Bakit Wings? is an unpopular business, the

conservative percentage used to get the market share is 5% (percent) which resulted to

9,256.35. Therefore, the customers of Bakit Wings? are only around 9,256.35 because

others are captured by their competitors.