MARKETING STRATEGIES OF SCHOOL CANTEENS IN THE SECONDARY SCHOOL OF BAMBANG, NUEVA

VIZCAYA

CHAPTER I
BACKGROUND OF THE STUDY

Rationale
Nowadays, business organizations are constantly seeking to enhance their performance in

order to compete actively and aggressively in the market. All in the common objective to deliver

commercial goods efficiently in order to keep the current customer-base satisfied, profit-seeking,

organizations have long recognized the importance of creating value in the products and services

they offer to customers.

According to Mavondo(2000), marketing strategy has been prominently a focus of

academic inquiry since 198os. There are numerous definition of marketing strategy in literature

and such definitions reflect different perspectives (Li et al 2000). A traditional definition of

marketing strategy is a plan for pursuing the firm’s objective or how the company is going to

obtain its marketing goals with a specific market segment (Orville and Walker, 2008; Theodisio,

and Leonidos,2003; Kotler, and Armstrong, 2009) while Brodrechtova(2008) explain that

marketing strategy is a roadmap of how a firm assigns its resource and relate its environment in

order to generate economic value and keep the firm ahead of its competitors. In laymen terms, it

is to determine the nature, strength, direction, and interaction between the marketing mix-

elements and the environment factors in a particular situation.

According to Randy Duermyer (October 30, 2017), marketing strategy is a business

overall game plan for reaching people and turning them into customers of the product or service

that the business provides. The marketing strategy of a company contains the company’s value

proposition, key marketing messages, information on the target customer and other high –level

elements. Business incorporators intended to develop their marketing strategies of the good of

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their business. This aims to establish build, defend and maintain its competitive advantage (Levi,

2006).

This study was conducted to know if the marketing strategies of school canteens is good

enough to provide the needs of their customers. Furthermore, to know the potential of the

canteen to survive over a long period of time. Also, this is to be conducted in order to test the

ability of a business to generate economic value and keep the firm ahead of its competitors. In

addition, this is to determine the nature, strength, direction, and interaction between the

marketing mix-elements and the environmental factors in a particular situation (Li et al 2000).

In doing this, business incorporators will incorporate what they know about how their

business fits into the market and 5 Ps of marketing to develop techniques and tactics that will

achieve their marketing objectives.

Varandajan and Menon(1988) stated that literature reveals that cause-related marketing

has increasingly interest in the last years as a form of corporate philanthropy based on increasing

profits and sustaining a cause through giving. According Gard(2004) cited by Golkar and

Sina(2013), cause-related marketing started in 1983 with campaign of American Airlines in

renovating Liberty Statue to an estimated $922 million in 2003. Companies invested

approximately $991 million in cause campaigns in 2004, a rise of 57% since 1999.

Marconi(2002) stated that the practice of cause-related marketing gained increasingly

interest, but the definitions of the concept still vary. Cause marketing is defined as an action

between a non-profit organization and a company, of marketing an image, a message, or

delivering a service for mutual benefit.

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Adkins (2003) considers that cause-related marketing is a marketing-driven activity, that

businesses, charities or good causes, develop cause-related marketing programs for achieving

their objectives. Organizations and companies are also interested to receive a return on their

investment, even if that investment is cash, time or other resources. In a cause-related marketing

campaign, part of the revenue of every purchase can be donated to a certain cause by company to

a non-profit organization. Cause-related marketing campaigns may differ from a company to

another, regarding the cause type, non-profit organization profile or other aspects. Not all

companies choose to donate money in cause-related marketing program, some choose to use

corporate philanthropy and employers volunteerism as activities to improve their social

responsible image. Researches in business and non-profit organizations reveal that cause-related

marketing campaigns sustain the growth of market share and sales, and help at improving brands

image (Marconi, 2002).

A long time economic and social objectives have been seen as competing, but academic

researchers underline that they are not. Every company belongs to the community where it

develops it‘s activity, and they are not isolated. When a social goal related to the main objectives

of the company, sustaining a social cause could produce economic benefits, in this case corporate

philanthropy and shareholders interest take the same direction (Porter and Kramer, 2004).

According to Marconi (2002) companies choose to engage in partnerships with non-profit

organizations for sustaining different causes may choose one of the following strategies or

directions: strategic philanthropy, sponsorship social investment and value partnerships. All

these directions assume a strategic orientation of the companies.

Statement of the Problem

This study aimed to identify the marketing strategies of school canteens in the secondary
school of Bambang, Nueva Vizcaya.

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Specifically, this study aims to answer the following questions:

1. What is the profile of the respondents when grouped according to :

1.1. Age;

1.2. Sex;

1.3. Civil status; and

1.5. Daily income?

2. What are the marketing strategies of the school canteens in the secondary school of

Bambang, Nueva Vizcaya?

3. Is there a significant relationship between the respondents’ profile and marketing

strategies of school canteens in the secondary school of Bambang, Nueva Vizcaya?

Statement of Hypothesis
There is no significant relationship between the respondents’ profile and marketing

strategies of school canteens in the secondary school of Bambang, Nueva Vizcaya?

Significance of the Study

The findings of this study will benefit the following group in the community:
School administration. This study will help the administration on how to manage the school

canteens properly for the needs of the students. Furthermore, this will serve as a basis on how to

improve the marketing strategies of school canteens.

Students/Costumers. This will serve as an instrument in providing the best costumer-treatment

in meeting the costumer’s satisfaction.

Research teachers. This will serve as their basis or reference for their research class.

Future researchers. This will serve as their additional database on marketing strategies.

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Scope and Limitation

This study focused mainly on the identification of marketing strategies of school canteens

in the secondary school of Bambang, Nueva Vizcaya. This was conducted at Bambang National

High School, Bambang Nueva Vizcaya with a total number of 6 respondents from the school

canteen facilitators/staffs.

Definition of Terms
Business. The activity of making, buying, or selling of goods or providing services in exchange

for money.

Competitors. Someone who is trying to win or do better than all others especially in business or

sports, or someone who is competing.

Firm. It is a business, company, concern, enterprise, or an establishment.

Marketing strategies. A careful plan for such activities that are involved in making people aware

of a company’s products and making sure that the products are available to be bought or method

for achieving a particular goal usually over a long period of time.

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CHAPTER II
RESEARCH METHODOLOGY

Research Paradigm

1. Respondents’ Profile:

1.1. Age
Marketing Strategies of
1.2. Sex
School Canteens
1.3. Civil Status

1.4. Daily Income

Locale of the Study

The study was done from July to October, 2018. Data were gathered from the

facilitators/staffs of the school canteens at Bambang National High School. Identification of

marketing strategies were conducted at Bambang, Nueava Vizcaya.

Research Instruments
The researchers used a survey questionnaire in gathering data from the respondents, two

representatives from every school canteens, and are later tabulated and interpreted to identify the

marketing strategies of the school canteens.

Respondents of the Study

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This study was conducted at Bambang National High School, Bambang, Nueva Vizcaya

with a total number of 6 respondents from the school canteen facilitators/staffs. The respondents

were given a survey questionnaire to be answered and are later interpreted to identify the

marketing strategies of school canteens in the secondary school of Bambang, Nueva Vizcaya.

Statistical Treatment
The researchers used the frequency to determine the number of responses of the respondents

in the given survey questionnaire. In addition to this, the researchers used a descriptive method

in identifying the marketing strategies of school canteens in the secondary school of Bambang,

Nueva Vizcaya.

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CHAPTER III
Results and Discussion

I. Respondents’ Profile
Table 1. Age
Frequency Percentage
18 and below 0 0%
19 0 0%
20 0 0%
21 and above 6 100%
Total 6 100%

Table 1 reveals that all of the respondents has an 21 and above.

Table 2. Sex
Frequency Percentage
Male 0 0%
Female 6 100%
Total 6 100%

Table 2 reveals that all of the respondents are female.

Table 3. Civil Status

Frequency Percentage
Single 0 0%
Married 6 100%
Divorced/ Separated 0 0%
Widowed 0 0%
Total 6 100%

Table 3 reveals that all of the respondents are married.

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Table 4. Daily Income

Frequency Percentage
1-1000 0 0%
1001-2000 0 0%
2001-3000 1 16.67%
3001-4000 0 0%
4001-5000 1 16.67%
More than 5000 4 66.67%
Total 6 100%

Table 4 reveals that out of six respondents, four has a daily income of more than 5000 with

a percentage of 66.67%, while both 1 respondents has a daily income of 2001 to 3000 and 4001-

5000 with a percentage of 16.67%.

This implies that most of the respondents has an income of more than 5000 per day.

II. Marketing Strategies of School Canteens

Table 5. Things the Canteens Consider Most when Purchasing an Item

Frequency Percentage
High Income 0 0%
High Demand 0 0%
Basic Needs of Costumers 6 100%
Likes and Dislikes of 0 0%
Costumers
Total 6 100%

Table 5 reveals that all of the respondents consider basic needs of customers when

purchasing an item.

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Table 6. Basis of Menu of the Canteens when Cooking for Meals

Frequency Percentage
Likes and dislikes of 1 16.67%
costumers
Budget 5 83.33%
High demands 0 0%
Religion 0 0%
Total 6 100%
Table 6 reveals that out of 6 respondents, five bases the menu on the budget allotted with a

percentage of 83.33%, while one bases the menu on the likes and dislikes of customers with a

percentage of 16.67%.

This implies that most of respondents bases the menu on the budget that they have.

Table 7. Canteens Offer Promos

Frequency Percentage
Yes 1 16.67%
No 5 83.33%
Totaln 6 100%

Table 7 reveals that out of six respondents, five does not offer promos with a percentage of

83.33%, while one offer promos with a percentage of 16.67%.

This implies that most of the respondents does not offer promos.

Table 8. Preference on Purchasing an Item

Frequency Percentage
Buying little by little 2 33.33%
Buying a bulk 4 66.67%
Total 6 100%

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Table 8 reveals that out of six respondents, four prefer to buy a bulk of items with a

percentage of 66.67%, while two prefer to buy items little by little.

This implies that most of the respondents buy a bulk of items rather than buying items little

by little.

Table 9. Times the Canteen Purchase an Item

Frequency Percentage
Once a week 2 33.33%
Twice a week 0 0%
Thrice a week 0 0%
Everyday 4 66.67%
Total 100%

Table 9 reveals that out of six respondents, four purchases an item every day with a

percentage of 66.67%, while two purchases once a week with a percentage of 33.33%.

This implies that most of the respondents purchases every day rather than purchasing once,

twice, or thrice a week.

Table 10. Canteens are Following the Rules of Serving Given by DOH
Frequency Percentage
Yes 4 66.67%
No 2 33.33%
Total 6 100%

Table 10 reveals that out of six respondents, four follows the rules of serving given by DOH

with a percentage of 66.67%, while two did not follow the rules given by DOH with a percentage

of 33.33%.

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This implies that most of the respondents follow the rules of serving given by DOH.

Table 11. Canteens plan to follow the rules given by DOH.

Frequency Percentage
Yes 2 33.33%
No 0 0%
Total 2 100%

Table 11 reveals that the two respondents who did not follow the rules of serving given by

DOH plans to follow it for the sake of their customer’s health.

Table 12. Canteens are Providing of Excellent Costumer-treatment

Frequency Percentage
Yes 4 66.67%
No 2 33.33%
Total 6 100%

Table 12 reveals that out of six respondents, four provide excellent costumer-treatment with a

percentage of 66.67%, while two does not provide excellent customer-treatment with a

percentage of 33.33%.

This implies that most of the respondents provide excellent customer-treatment to their

customers.

Table 13. Canteens do to Attract Costumers

Frequency Percentage
Maintaining cleanliness of 5 83.33%
tables and chairs, and
surroundings.

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Providing excellent customer- 0 0%

treatment
Considering health benefits of 1 16.67%
customers
Total 6 100%

Table 13 reveals that out of six respondents, five maintain cleanliness of tables and chairs,

and surroundings to attract their customers with a percentage of 83.33%, while one consider

health benefits of customers to attract their customers.

This implies that most of the respondents maintain cleanliness of their area rather than

providing excellent customer-treatment to attract their customers to buy their products.

Table 14. Customers are Satisfied with the Products the Canteen Offer.
Frequency Percentage
Yes 6 100%
No 0 0%
Total 6 100%

Table 14 reveals that customers are satisfied with the products that the respondents offers.

Table 15. Costumers are Satisfied with the Service that the Canteen Provides.
Frequency Percentage
Yes 6 100%
No 0 0%
Total 6 100%

Table 15 reveals that customers are satisfied with the service that the respondents provides.

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Table 16. Canteens are Often Receiving Complaints from Customers about the Products they
Offer.
Frequency Percentage
Yes 2 33.33%
No 4 66.67%
Total 6 100%

Table 16 reveals that out of six respondents, four does not receive complaints from their

customers about the products they offer with a percentage of 66.67%, while two receive

complaints from their customers about the products they offer with a percentage of 33.33%.

This implies that most of the respondents does not receive complaints from their customers

on the products that they offer.

Table 17. Canteens are Often Receiving Complaints from Customers about the Service they
Provide.
Frequency Percentage
Yes 2 33.33%
No 4 66.67%
Total 6 100%

Table 17 reveals that out of six respondents, four does not receive complaints from their

customers about the service they provide with a percentage of 66.67%, while two receive

complaints from their customers about the service they provide with a percentage of 33.33%.

This implies that most of the respondents does not receive complaints from their customers

on the service that they provide.

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Table 18. How the Canteens Deal with the Complaints of Customers.
Frequency Percentage
Make it as motivation in 0 0%
improving the service that
they provide
Do their best to gain their 0 0%
trust again
Promise to do better next time 1 16.67%
Improving the service that 5 83.33%
they provide for customer’s
satisfaction
Total 6 100%

Table 18 reveals that out of six respondents, five improve the service that they provide for

customer’s satisfaction to avoid complaints with a percentage of 83.33%, while one promises to

do better next time to avoid complaints from their customers.

This implies that most of the respondents prefer to improve the service that they provide

rather than promising to do better next time nor do their best to gain the customer’s trust nor

make complaints as a motivation in improving the service that they provide to avoid complaints

from customers.

Table 19. Canteens Have a Target Income per Day/Week.

Frequency Percentage
Yes 5 83.33%
No 1 16.67%
Total 6 100%

Table 19 reveals that out of six respondents, five has a target income per day/week with a
percentage of 83.33%, while one does not have a target income per day/week.

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This implies that most of the respondents has a target income per day/week.

Table 20. Canteens Reach their Target Income per Day/Week.

Frequency Percentage
Yes 5 83.33%
No 0 0%
Did not answer 1 16.67%
Total 6 100%

Table 20 reveals that out of six respondents, five respondents reach their target income per

day/week with a percentage of 83.33%, while one respondents did not know if they reach the

target income per day/week with a percentage of 16.67%.

This implies that most of the respondents reach their target income per day/week.

Table 21. Canteens Gain Income Instead of Loss.

Frequency Percentage
Yes 1 16.67%
No 5 83.33%
Total 6 100%

Table 21 reveals that out of six respondents, five does not experienced to gain loss instead of

income, while 1 experienced gaining loss instead of income.

This implies that most of the respondents gain income instead of loss.

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Table 22. Causes of Gaining Loss.

Frequency Percentage
Mismanagement of funds 0 0
Low demands on products 1 100%
Higher value of credits 0 0%
Total 1 100%

Table 22 reveals that the respondent who gain loss instead of income identified low demands

on products that they offer as a cause of gaining a loss.

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CHAPTER IV
CONCLUSION AND RECOMMENDATION

Conclusion
Base on the aforementioned findings, the following conclusions can be established:

1. Most of the respondents has an age of 21and above, female, married.

2. School canteens does not offer promos but provide a good service to gain high income.

3. Respondents’ profile does not affect the marketing strategies of school canteens.

Recommendations
On the basis of the findings and conclusions of the study, the researchers recommended:

1. Offer promos to attract more customers to buy your products.

2. Provide more comprehensive service and customer-treatment to gain high income.

3. Conduct a research related to marketing strategies for further results. In addition to this,

the researcher will use different respondents to test the validity of findings.

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