Capistrano, Chaira

Penaranda, Jean Floreign A.

Teston, Ivan

December 2018
I. Brief Overview of the business
II. Industry Analysis
III. Market Segmentation, Targeting and Positioning
IV. Consumer Behavior
V. Product Planning
VI. Product Life Cycle
VII. Place – Channel of Distribution
VIII. Price – Pricing Strategies
IX. Promotions
 I. Brief Overview of the Business

Boodle Fight Restaurant is located at Bonifacio Global City,

Taguig City Philippines.

Vision

Our vison is to offer a variety of enjoyable healthy foods and provide

outstanding service for our customer.

Mission

To be one of the leading restaurants by 2020 and provide high quality

understanding between staff and customer.

Objectives

 Customer satisfaction
 Use only high-quality ingredients
 Promote restaurant concept as healthy living restaurant

Man, power needs

 Manager
 Chefs
 Cooks
 Dishwashers
 Serving staff
 Hosting staff
 Bus persons
Requirements

 Health Department Requirements

 Facility Requirements
 Generic requirements

Swot Analysis

Strengths Weaknesses

 Our ingredients are

100% fresh and healthy
 Need of publicity
 Provide delicious food
 Intense Rivalry with budget
 High quality of service
restaurants
 Eco friendly theme

Opportunities Threats

 Best seller for customer

looking for new taste of
filipino dish.  Price Wars
 Good for customers want  Changing Trends
to experience filipino
culture.
Pestle Analysis

P - The standard of proper hygiene and sanitation of the restaurant for the
safety of the customer.

E – This involves with the inflation fate, taxes and exchange of currency.

S – This interfere with health-conscious customer about the product they

are about to eat.

T – It involves of upgrading our services such as deliveries.

L – Regular supplier of our fresh ingredients.

E – Our restaurant is environmentally friendly.

II. INDUSTRY ANALYSIS

The Boodle fight restaurant launches with an exciting traditional and

eco-friendly concept in the and steadily growing market segment.

The market can be divided into two market segments, travelers and
individuals. Individuals will comprise the majority of dinner time business
with travelers making up the majority of lunch time business. Boodle fight
restaurant will be operating against within the fast-casual niche of the
restaurant industry. They will be competing against other segments within
the industry such as fast food as well as more traditional sit-down
restaurants.
 III. MARKET SEGMENTATION, TARGETING AND
POSITIONING

Boodle fight restaurant will be focusing on travelers and individuals

for several specific reasons. Some travelers who wants to experience the
filipino traditional and to feel the ambiance of filipino culture will be a good
exposure for the business while for the individuals for some reasons that
they miss their provinces, or maybe they also want to experience again the
feeling of filipino culture they can also try it too. This will create a large
market of potential customers that is especially attractive.

Market Segmentation

Demographic

Boodle fight restaurants provide a fulfilling experience of filipino culture for

those travelers wants to experience and individuals who misses the
experience.

Psychographic

For people who wants to experience traditional filipino culture and like to
have a taste of famous filipino dishes.

Geographic

Boodle Fight restaurant is located at Bonifacio Global City, Taguig City.

Where people like to try a good taste of dishes in a standard price.

Behavioral

For people who loves to try good filipino dishes and want to experience the
traditional filipino culture.
TARGETING

The market has been segmented into two distinct groups.

 Travelers
 Individuals
 Ages 20-25, 26-30 years old
 Near their offices
 More convenient for individuals
 Travelers looking for filipino traditional culture

POSITIONING

Standard Cost

This sets up the business for customer minds as the standard choice. this
will be worth to pay because its not heavy to their budget at the same time
they will experience the filipino culture with standard cost only.

Quality

The quality of our restaurant is that we serve fresh and clean food from
reliable resources of ingredients and we are eco- friendly when it comes to
the tools we use in our restaurant.

Service

Our restaurants aim to give service near offices and near the places where
there is a lot of travelers. Offer our service 100% to make them feel at
home.

IV. CONSUMER BEHAVIOR

Needs

This will give the craving needs of customers needs who wants to eat
and experience filipino food and culture.

Motivation

Will give satisfaction and inspiration for those who wants to

experience it

Purchasing decisions

This will give the customers good option because its not to expensive
just a standard cost at the same time it gives satisfaction.

ECONOMIC NEEDS

• Location near offices

• Convenient for customers to find filipino food

• Eco-friendly and healthy food

PSYCHOLOGICAL VARIABLES

• Filipino tradition

• Filipino etiquette

• Ambiance of the restaurant

SOCIAL INFLUENCE

• Travelers

• Mid-class

• Culture lover
PURCHASE SITUATION

• Filipino dishes

• Lunch time or dinner

• Mid-class people ages 20-25 years old and 26-30 years olD

V. PRODUCT PLANNING

PRODUCT
IDEAS

 The experience in our product is that it gives this satisfaction to our

customers once they try our product

 Our product is very healthy and delicious

 The quality is 100% sure fresh and clean

BRANDING

 Individual
 Our product is also made by us.

PACKAGING

 Presentable
 sustainable packaging
 WARRANTY

 N/A

PRODUCT
CLASSES

 Middle product classes

 Healthy foods

VI. Product Life Cycle

Phase 1: Introduction

In this phase of the life cycle, the business is focusing on processes

such as conceptualizing, organizing and prioritizing every step that must be
done in order to make the restaurant a reality. There are a few categories
that needs to be considered such as:

Concept development and refining

Menu planning

Marketing

Operations (HR & Recruitment, Management, Accounting)

IT

Suppliers
 At this point it would also be beneficial to hire consultants that are
well versed in the food and beverage (F&B) industry. This is also the time
to fill the management role in order to hash out the concept further since
most of them will have the experience to help drive the business further.

During preopening, data collection is also important in order to make

sure that every decision has sound backing before being executed. Since
doing all of these in this stage is difficult a checklist and timeline (Gantt
chart or road mapping) in order to keep track of all the essentials.

Phase 2: Growth
During this phase of the life cycle, the restaurant should aim for
consistency. Since the business is in the service sector, all matters of
services should have standard that should be delivered day after day to
make sure that the experience of each diner is one and the same.
For the next two to three years, the restaurant should also consistently train
the staff to make sure that their skills and knowledge are at par with the
best in class.
Marketing side should also focus on the consistency of the branding
and image of the restaurant in order to make a clearer recall to the people
who sees the restaurant in the promotions.

Phase 3: Maturity

By the time the restaurant hits this phase, the business should be
focusing on being the best in the industry through improvements. Most of
this can be done through cost efficiency without letting the client side feel
the cuts.
 Another good focus for the restaurant is to create in-store marketing
programs like focusing on Filipino month, frequent diner cards, "fiesta"
themed events and catering, coupons and the like.

Phase 4: Decline or Restart

At a certain point the restaurant will hit a lull and decline due to the
changing landscape. This would be the time to retool and start the research
and development in order to be revitalized in the market.

Analysis tools such as PEST, value chain analysis, trend mapping,

and the like should be used in order to be well prepared for the changes.

VII. PLACE – CHANNEL OF DISTRIBUTION

Objectives:

Boodle fight restaurant will interfere with the food and beverage sector. The
target customers will be the travelers and office employees.

The restaurant is located in BGC Taguig City in Metro Manila. This caters
to travelers, solo, family and friends.

The type of channel use is Direct because after we finish the product it is
automatically serve to the customer.

VIII. PRICING STRATEGY

Objective
Our pricing objective is Sales oriented.
Demand
Our demand is a cost-based price strategy. We will calculate all the
expenses then add our desired profit.
Costs
Variable costs. It may change based on our sales activity.
Pricing environment
Most of our competitors pricing strategies are Premium pricing.
Which means both of their price and quality are high. But some are
economy pricing, both of their price and quality are low.
Strategy
We have a Low price but has a high-quality service/product. So, we
choose the penetration pricing as our strategy. To satisfy our
customer while earning profit.
Tactics
Pricing for individual products. We will be offering two separate types
of payments to purchase the product.