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Mary the Queen CollegeJose Abad Santos Ave., San Matias, Guagua, Pampanga
Mang Inasal Philippines Inc.
A Project Strategic Marketing Management Paper Presented to the College of Business Administration
In Partial Fulfillment of the Requirements For the degree of Bachelor of Science in Business Administration Major in Marketing Management
Lopez, Rosemarie P. Mercado, Dimple Kaye V.
Acknowledgement This Strategic management paper would not have been possible without the guidance and the help of several individuals who in one way or another contributed and extended their valuable assistance in the completion of this paper. First and foremost, our deepest gratitude to our Almighty God for the blessings, wisdom and knowledge that he showered upon us. We also wanted to thank our family for the love, concern and moral support. To our friends and special someone who inspired, encouraged and fully supported us for every challenges that comes our way. And also to Mrs. Karren Joy D. Morga, CPA, Mr. Roel Felipe Torres, and Engr. Nicon Mark M. Versoza who devoted their time in helping us for the accomplishment and completion of this project. To our adviser, Ms. Lanie Galvan and to our respective consultant Mr. Isaiah Panganiban Jr. for some advises, assistance and untiring effort in encouraging us to pursue this study. We would like also to extend our thanks to Mrs. Erlinda C. Kabiling, Course Coordinator, and Mrs. Dolores T. Quiambao, Dean of College who inspired us.
Chapter 1 Introduction Fast food is food, which is prepared and served quickly at outlets called fast-food restaurants. A restaurant is an establishment that serves prepared food and beverages on tables set for individuals, pairs or larger groups, to be consumed primarily on the premises. Restaurants serve a wide variety of food at a specified cost given on its menu card for on or off the premises consumption. These includes eating establishments where customers are served at walkup or drive away ordering counters for either on or off premises consumption. However, most good restaurant serves food at tables to their customers for on-premises consumption. Many of the restaurant chains, have enhanced their annual sales many times over, well beyond the limits of the tables they can served each day, by offering hot well packed meals through free home delivery service on orders placed through a telephone call. It is a multi-billion peso industry that continues to grow rapidly in many countries. A fast-food restaurant is a restaurant characterized both by food which is supplied quickly after ordering, and by minimal service. The food in these restaurants is often cooked in bulk in advance and kept warm, or reheated to order. Many fast-food restaurants are part of restaurant chains or franchise operations, and standardized foodstuffs are shipped to each restaurant from central locations. In todays world, going to a restaurant has more to do with socializing then to just having a meal. Only a few decades back restaurants were specifically targeting families, which situation does not hold true today. Nowadays, even children; regularly eat out with their friends, on their own. Therefore, restaurants are not just about food of ambience. On a macro level, they are an important contributor to the economy while on personal levels it provides us with a place to easily connect with others.
Background of the Study Fast food industry has been in existence for the past years. The growing popularity of the industry gave way for many businessmen to put up many branches or chains in different parts of the country. This leads to the birth of fast food chains, by which Jollibee, McDonalds, KFC, Mang Inasal, Chowking, WOK Express and Greenwich are few examples. People prefer to go into fast food chains not just because of their food preference but because they serve their customer in a quick manner. Fast Food Industry is now evolving in the food service industry. Malls have been the place for these because consumers are more of hanging out while eating than buying and going around the mall. It has been fast growing in the industry because of low budget of capital and easy to manage due to franchise offers from different sectors.
Mang Inasal Philippines, Inc. operates quick service restaurants. It specializes in chicken inasal and various pinoy products. The companys menu include pinoy palamigs, pinoy and keso burgers, beef sinigangs, and bangus sinigangs. The company was founded in 2003 and is based in Iloilo City, the Philippines. It has additional offices in Luzon, Visayas, and Mindanao. As of November 22, 2010, Mang Inasal Philippines, Inc. operates as a subsidiary of Jollibee Foods Corp.
Company Profile Mang Inasal (Ilonggo term for Mr. Barbecue), the Philippines fastest growing barbeque fast food chain, serving chicken inasal, pork barbeque and other Filipino favorites, was first established on December 12, 2003 in Iloilo City by businessman Edgar Sia II . Apart from the usual food presentations of multinational food company copycats, Mang Inasal endeavors to adhere to elements that bear a distinctively Pinoy stamp-grilling with charcoal, rice wrapped in banana leaves, a marinade concocted out of
local spices and herbs, bamboo sticks for skewers, and the ambience that encourages kinamot (Ilonggo term in eating with the hands) whenever chicken inasal is served. Currently, there are 306 branches nationwide and with over 8,000 employees system wide. MANG INASAL is doing its share in alleviating the unemployment burden of the country. The presence of every MANG INASAL in a certain area provides not only employment but also opportunities to community members including suppliers of kalamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients. It also indirectly gives income-generating activities to many. Mang Inasal is operating at the following areas: Bacolod, Iloilo, Roxas, Laguna, Bicutan, Metro Manila, Davao, Cagayan De Oro, Koronadal, Cavite, Cebu, Boracay, Baguio, Pangasinan, Tuguegarao, La Union, Pampanga, Bulacan, Mindoro, Agusan, Zamboanga, Ozamiz, Iligan, Surigao, General Santos, Pagadian, Batangas, Lucena, Naga City, Davao del Norte, Davao del Sur, Tagaytay, Palawan, Tacloban, Ilocos Sur and Tarlac. Mang Inasal is targeting to open 500 stores before 2012. Mang Inasal Iloilo Corporate Office is located at Four-Season Hotel, Delgado St., Iloilo City. The office fax numbers are (033) 508-7111 and (033) 508-5111. Manila Corporate Office located at 2316 Aurora Boulevard, Tramo St., Pasay City with fax number (02) 854-5692. You can also visit its website at www.manginasal.com or you can email at email@example.com In Mang Inasal, Pinagsikapan naming laging mabilis, laging masarap, at laging abotkaya so that the Pinoy can truly say, Kumbinsing!
Edgar Sia: The man behind Mang Inasal * Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI) Edgar "Injap" Sia II is the man behind Mang Inasal, one of the fastest growing food companies in the Philippines, which has become a modern icon of the Ilonggo culinary culture. His parents gave his the nickname Injap because Sia is originally from China while Jaruda, his mother's name, is originally from Japan. Injap stands for Intsik-Japan. His parents are businesspersons and it was expected that he take up some business-related course in college. He took up Architecture instead. Sia's first taste of running a business was when he was 20 years old. It was at the FourSeason Hotel, followed by Mister Labada, a Laundromat, then Injap Color Express, a photo developing shop. All these are based in Iloilo. Then, he cooked up the idea of operating Mang Inasal, the specialty of which is grilled chicken. It opened on December 12, 2003. Mang Inasal was instantly loved by Ilonggos. Then, it branched out to the rest of Visayas, Mindanao and Manila. Mang Inasal is well-received there, too despite the stiff competition in the grilled food business. The secret, of course is the use local herbs and spices that make the chicken taste good. The chicken is held by a bamboo stick and the rice is wrapped in bamboo leaf. Mang Inasal has 23 branches, with 10 being franchised. Sia is targeting 100 outlets by 2009. It was open for franchise in 2005. Each store employs an average of 40 people, thus generating jobs in the communities where they operate. This has become a market for local products needed by the store.
Grilled chicken isn't the only fare that Mang Inasal offers. They have Sisig, Grilled Pork, Bangus, Chicken Feet, Wings, Pecho, Liver and Baticulon, Fish and Pork Sinigang, Batchoy, Bihon, Pancit Molo, Pinoy Burger, Pinoy Mirienda, Pinoy Panamis, Pinoy Pampagana, and more. After the success of Mang Inasal, Sia revived Deco's last September 2007, considered as the original batchoy. It has branches in Delgado, Robinsons Mall and Gaisano City. Sia recently received the Urban Leadership Award from the Canadian Urban Institute (CUI). This is the second holding of the Urban Leadership Awards. This honors those who have made outstanding contributions to the enhancement of the public realm and the quality of life in the Metro Iloilo-Guimaras area. There are 10 awardees from Iloilo City. They are Sia, Henry Baviera, Sonia Cadornigara, Ma. Luisa "Marissa" Segovia, Edgar Sia for individual awardees and Iloilo Dinagyang Foundation Incorporated, Iloilo Washington Commercial, Jaro Archdiocesan Social Action Center (JASAC), SM Waste Market Fair, Taytay sa Kauswagan and Callbox, for the organization awardees.
Importance of the Study Since Mang Inasal is all about Food and Beverage, a product that categorizes as one of the most highly in demand in food, it is important to make a study to be able to know how it is being served, know its mission and vision for the benefits of the patronize