Araullo University PHINMA Education Network College of Management and Accountancy Brgy.

Bitas, Cabanatuan City

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 thats 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 Filipinos 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 GisingGising (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 wifes 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. 2000 2002 2010

Milestones Lamarang was established. The name Kainan sa Bukid was changed into Lamarang

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)

Savannas (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) Savannas- 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 = ___________Firms 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%

Market Share (Direct Competitors)

11% 20% Lamarang 6% 5% 40% 18% Haring Solomon Charcoal Grill Savanna's Ceslyn De 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: Rosendas 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) Vicenticos owned by Ma. Priscilla Salazar Guiterrez, located at Del Pilar St., Cab. City, can accommodate maximum of 200 persons, Priscillas owned by Ma. Priscilla Salazar Guiterrez, supervised by Ms. Maggie, sister company of Vicenticos, located at Maharlika Highway, Cab. City near Robinsons 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) Rosendas 50-100 persons (average of 75) Plaza Leticia 150-400 persons (average of 250) Rustica 100-150 (average of 125) Vicenticos 50-100 (average of 75) Priscillas 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 = ___________Firms 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%

Market Share (Indirect Competitors)

2% 10% 17% 27% Lamarang Rosenda's 10% Plaza Leticia Rustica Vicentico's Priscilla's

34%

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:

Market Share (Summary)

Savanna's 3% Charcoal Grill 5% Ceslyn 7% De Luxe 10% Lamarang 19% Rosenda's 7%

Haring Solomon 6% Priscilla's 1% Vicentico's 7%

Rustica 12%

Plaza Leticia 23%

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,

Accessibility No delivery service No formal cook training Not enough space for large groups of customers

Buttered Chicken Prices are cheaper than competitors Popularity Sociable Employees New recipes offered Well-skilled cook 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)

Fortuitous events (typhoons, earthquakes, etc.)

Resources are beginning to be destroyed and lessen (dynamite fishing and fine net usage)

Political climate

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

Modern cooking technology helps for better production

Developments of seasonings Development in food preservation

Fast-changing taste and preferences of customers

Relative number of people preferring to eat out frequently

Cultural variations (ex. Muslims and Hindus)

iii.

Porters Framework

Porter Five Forces

New Entrant

*Savannas

SUPPLIES *Natural Materials *Organic Materials *Chemicals (for medicines)

COMPETITORS Direct Competitors *Haring Solomon *Deluxe *Charcoal Grill *Ceslyn Indirect Competitors *Rosendas *Plaza Leticia *Rustica *Pablos *Priscillas *Vicenticos

Target Customers * Class A and B *Men/Women *Teen agers (girls) *Adults *Small entrepreneurs can also be identified as one of their target market

SUBSTITUTE *Switching cost * Relative price, performance value *propensity of buyer to switch