Download - Marketing Plan
A r a u l l o U n i v e r s i t y – P H I N M A E d u c a t i o n N e t w o r k
C o l l e g e o f M a n a g e m e n t a n d A c c o u n t a n c y
B r g y . B i t a s , C a b a n a t u a n C i t y
Multi-Level Marketeam
MARKETING PLAN
Submitted by:
Darianne Joy R. Victoria
Christine P. Cruz
Christopher James Jimenez
Patricia Joie M. Clamonte
Janine V. Lucas
Raymark Amagan
2BSA-1
Submitted to:
Mr. King Abrian S. Gabriel
(Marketing Professor)
I. INTRODUCTION
i. Brief Description
Lamarang steaks and seafoods restaurant started in 2000, with the name “kainan
sa bukid”. Its former name was thought by people as “tagpuan sa bukid” wherein
customers are entertained by GROs that’s why, Arturo Pajarillo, the owner, decided to
change the name.
Until one night, Rosemarie Peralta Pajarillo, his wife, dreamt about a fish called
Lamarang. It is a kind of fish better known as Golden Dorado, which is commonly found
in Central and East-Central South America From that time, “kainan sa bukid” was
changed into “Lamarang”.
Lamarang is located at 742 Purok 8 San Juan Accfa, Cabanatuan City. As the
name suggests, Lamarang offers steaks and seafoods. Aside from these, it also offers
exotic foods (e.g. Adobong Salagubang, Chicharon Balat ng Sawa, etc.). Lamarang has
met the most of the Filipino’s sense of taste. Lamarang does not only offer delicious
foods but also offers it at a low cost. It is known for its large servings which the
customers love to have – “Sulit” as a term in Filipino.
Lamarang can accommodate maximum of 700 persons including function hall and
VIP rooms. They offer catering services for all occasions (e.g. birthdays, wedding,
baptismal, etc.). They are open from 9:00am until 11:00pm. Their specialties are Gising-
Gising (Php150 good for 4-5 persons), Buttered Chicken (Php240 good for 4-5 persons),
Crispy Pata (Php280 good for 4-5 persons), Fish Fillet (Php150 good for 4-5 persons),
Sisig (Php 150-200).
Last January 22, 2012, Arturo Pajarillo was shot dead. His family decided to
continue the business under his wife’s name.
ii. Mission and Vision
Mission: "To provide best-tasting Pinoy food with affordable price, while building a
successful relationship with our customers and our supplier; to provide continued
customer satisfaction through our sociable employees; and to earn the trust of family and
friends.”
Vision: “To be one of the outstanding pinoy restaurants in the region, with passion for service
delighting our customers whom we see as the essence of our industry."
iii. Milestones
2000 Lamarang was established.
2002 The name “Kainan sa Bukid” was changed into “Lamarang”
2010
April 28 Lamarang was recognized by SOOO PINOY “The national search
for the Ultimate Pinoy Dish” as a nominated restaurant serving
Adobo, Bulalo and Gising-Gising. (see appendices)
Sept. 4 Kapuso Mo, Jessica Soho, a TV show, featured Lamarang about
their specialty, Gising-Gising, for having an extra-special
spiciness. (see link at appendices)
2011
June 18 Kapuso Mo, Jessica Soho, for the second time around, featured
Lamarang for serving different exotic foods, particularly Adobong
Salagubang. (see link at appendices)
II. TARGET MARKET
i. Demographics and Psychographics
Demographics:
Residents of Cabanatuan
Male/Female
Adults, Teenagers, Kids
Employees, Professionals, Students
People whose income is not less than 5,000
Psychographics:
Pinoy food lovers
Steaks and seafoods lovers
Exotic food lovers
Busy people with little time to cook for their families
People seeking for relaxing place
ii. Market Share
The following are the list of direct competitors of Lamarang and their brief description:
Haring Solomon – owned by Mary Ann Tagle, managed by Rosemarie Lorenzo,
located at Sangitan, Maharlika High way, Cab. City, 3 years of existence, can
accommodate maximum of 300 persons, specialty: seafood special (Php 300 good
for 3 persons)
Charcoal Grill – owned by Leticia Talavera, almost 25 years, located at Dicarma,
Cab. City, can accommodate 100 persons, specialty: crispy pata (Php380 good for
3-4persons), Gising-Gising (Php200 good 2-3 persons)
Savanna’s (formerly Celondes) – owned and managed by Cherry Santos, located
at Sumacab Este, Cab. City, started last January 2012, can accommodate
maximum of 150 persons, specialty: Kalderetang Kambing (Php150 good for 3
persons), Gising-Gising (Php150 good for 3 persons)
Ceslyn – owned by Cesar Garcia, managed by Sam Calaoagan, located at Kapt.
Pepe, Cab. City, 15 years of existence (since 1997), can accommodate maximum
of 200 persons, specialty: Crispy Pata (Php280 good for 3), Gising-Gising
(Php130 good for 3), Sisig (Php130 good for 3 persons)
De Luxe – owned by Engr. Izzy Yee, supervised by Manuel Del Rosario, located
Burgos St., Cab. City, started in 1936, can accommodate maximum of 50
persons, specialty: Crispity Pata (Php350 good for 3 persons), Lapu-lapu (Php600
good for 3-4 persons)
Note: Those cited above are competitors given by the owner of Lamarang, their basis
are the type of food they offer and the kind of service they provide. We added De
Luxe and Ceslyn because according to their manager/supervisor, they consider their
restaurant as a seafoods restaurant.
Number of daily customers:
Lamarang – 100-300 persons (average of 200)
Haring Solomon – 50-70 persons (average of 60)
Charcoal Grill – 40-70 persons (average of 55)
Savanna’s- 20-50 persons (average of 35)
Ceslyn – 50-100 persons (average of 75)
De Luxe – 70-150 persons (average of 110)
Note: Those cited above are given and estimated by the managers/owners of each firm.
To compute the market share:
Market Share = ___________Firm’s Ave. No. of Customers____________ Total Ave. No. of Customers (Lamarang & Direct Competitors)
= ________200_________200+60+55+35+75+110
= _200_535
= 37.38% or 37%
20%
6%
5%
19%
40%
11%
Market Share (Direct Competitors)
LamarangHaring SolomonCharcoal GrillSavanna'sCeslynDe Luxe
The figure above shows that Lamarang has the biggest market share among its direct
competitors.
The following are the list of indirect competitors of Lamarang and their brief description:
Rosenda’s – owned by Rosemarie M. Dallo, supervised by Judith Ramos, located
at Dicarma, Cab.City, can accommodate maximum of 100 persons, specialty:
Crispy Pata (Php395 good for 4-5 persons), Pork Sisig (Php155 good for 2-3
persons), Seafood Caserole (Php235 good for 2-3 persons)
Plaza Leticia – owned by Leticia Uy, under NE Food Group, Inc., located at
Maharlika Highway, supervised by Marlene Sandoval, can accommodate
maximum of 1,000 persons
Rustica (Cabanatuan Branch) – owned by Evangeline Balingit, located at
Maharalika Highway, Cab. City, 6 years of existence, its main branch located in
Tarlac, can accommodate maximum persons of 200 persons, specialty: Crispy
Pata (Php350 good for 4-5 persons), Sinigang sa Misu (Php230 good for 4
persons)
Vicentico’s – owned by Ma. Priscilla Salazar Guiterrez, located at Del Pilar St.,
Cab. City, can accommodate maximum of 200 persons,
Priscilla’s – owned by Ma. Priscilla Salazar Guiterrez, supervised by Ms. Maggie,
sister company of Vicenticos, located at Maharlika Highway, Cab. City near
Robinson’s Mall, since March 28, 2011, can accommodate maximum of 200
persons (function hall included), it offers more catering services than regular
dining services, specialty: Crispy Pata
Note: Those cited above are competitors which offer different products that satisfy the
same needs.
Number of daily customers:
Lamarang – 100-300 persons (average of 200)
Rosenda’s – 50-100 persons (average of 75)
Plaza Leticia – 150-400 persons (average of 250)
Rustica – 100-150 (average of 125)
Vicentico’s – 50-100 (average of 75)
Priscilla’s – 10-20 (average of 15) *
Note: Those cited above are given and estimated by the managers/owners of each firm.
*based on non-occasional services
To compute the market share:
Market Share = ___________Firm’s Ave. No. of Customers____________ Total Ave. No. of Customers (Lamarang & Indirect Competitors)
= ________200_________200+75+250+125+75+15
= _200_740
= 27.03 % or 27%
27%
10%
34%
17%
10% 2%
Market Share (Indirect Competitors)
LamarangRosenda'sPlaza LeticiaRusticaVicentico'sPriscilla's
The figure above shows that Lamarang has the second biggest market share among its
indirect competitors.
To summarize the market share of Lamarang between direct and Indirect competitors:
Lamarang19%
Rosenda's7%
Plaza Leticia23%Rustica
12%Vicentico's
7%
Priscilla's1%
Haring Solomon6%
Charcoal Grill5%
Savanna's3%
Ceslyn7%
De Luxe10%
Market Share (Summary)
III. SITUATIONAL ANALYSIS
i. SWOT Analysis
STRENGTHS WEAKNESSES
best-tasting food at affordable price
peaceful location (ambiance)
exotic foods offered
function hall (for big occasions)
specialty: Gising-Gising, Crispy Pata,
Buttered Chicken
Prices are cheaper than competitors
Popularity
Sociable Employees
New recipes offered
Well-skilled cook
Accessibility
No delivery service
No formal cook training
Not enough space for large groups of
customers
OPPORTUNITIES THREATS
Radio Advertisement
Plant Expansion
Branch out
Newspaper Advertisement
Formal training and seminars for
employees
direct and indirect competitors
fortuitous events
ii. PEST Analysis
POLITICAL FACTORS ENVIRONMENTAL FACTORS
Government regulations regarding
sanitation, health and food
standards (including taxes and
permits)
Political climate
Fortuitous events (typhoons,
earthquakes, etc.)
Resources are beginning to be
destroyed and lessen (dynamite
fishing and fine net usage)
SOCIOECONOMIC FACTORS TECHNOLOGICAL FACTORS
Inflation Rate
Cost of capital
Growing population in Cab. City
Increasing income of consumers
Increasing change of eating habits
towards healthier food
Fast-changing taste and preferences
of customers
Relative number of people
preferring to eat out frequently
Cultural variations (ex. Muslims
and Hindus)
Modern cooking technology helps
for better production
Developments of seasonings
Development in food preservation
iii. Porter’s Framework
Porter Five Forces
New Entrant*Savanna’s
COMPETITORSDirect Competitors
*Haring Solomon*Deluxe
*Charcoal Grill*Ceslyn
Indirect Competitors*Rosenda’s
*Plaza Leticia*Rustica*Pablo’s
*Priscilla’s*Vicentico’s
Target Customers* Class A and B*Men/Women*Teen agers (girls)*Adults*Small entrepreneurs can also be identified as one of their target market
SUPPLIES*Natural Materials*Organic Materials*Chemicals (for medicines)
SUBSTITUTE*Switching cost* Relative price, performance value*propensity of buyer to switch