CHAPTER I:

EXECUTIVE SUMMARY

Max’s Restaurant is the one of the well-known fast food

chain in the Philippine industry. It is considered as “the house
that fried chicken built”.

As a background of the study, the macroenvironmental

analysis (economic, politicolegal, demographic, sociocultural,
technological & natural), microenvironmental analysis (company,
suppliers, marketing intermediaries, customers, competition &
publics), SWOT analysis (Strengths, Weaknesses, Opportunities &
Threats), and market survey (market size, trend, and needs).

The newly developed product of Max’s Restaurant is the Pork

Barbeque & Egg Drop Soup. The restaurant came up with the new
product to make the revenue as higher than before. The product
aims to consider the restaurant not only “the house that fried
chicken built”, but also “the house that pork barbeque is
freshly made”.

The marketing strategies of the Max’s Restaurant for the

proposed product is (1) product/service strategy (packaging,
labeling, determining target market, communicating brand
position), (2) pricing strategy (product estimation cost), (3)
distribution strategy (distribution of the products in all the
outlets of the restaurant), and (4) advertising and promotional
strategy (television advertisement, newspaper ads, leaflets, &
direct selling promotions).

The tactical implementation strategies to make the Max’s

Restaurant as financially and globally competitive are (1)
Market Development (e.g. media promotion, establishment of three
outlets, hiring salespersons) and Product Development (e.g.
determining market trends, improve features, test the product,
and indicate level of satisfaction).

In financial projections, assumed that the cost of sales

in preparing the pork barbeque & egg drop soup and its selling
price increased by 3%, the number of customers increased by 15%,
and the establishment increased by three.

This marketing plan tackles about the improvement of Max’s

Restaurant in creating and developing new product to its target
market. This involves the market analysis, production process,
marketing strategies, tactical plans, budget, and the financial
projection from the first year to fifth year of operations.

1
 CHAPTER II:
STUDY BACKGROUND

A. BRIEF HISTORY OF THE COMPANY

Max's Restaurant's beginnings started in 1945, after World

War II. Maximo Gimenez, a Stanford - educated teacher,
befriended the American occupation troops stationed at Quezon
City. Because of this friendship, the soldiers regularly visited
Maximo's nearby home for a drink or two. Later on, the troops
insisted that they pay for their drinks. This prompted Maximo to
open a cafe, where the troops could enjoy food and drinks.

The cafe initially served chicken, steak and drinks.

Maximo's niece, Ruby, who managed
recipe for chicken that became an
Soon, the Filipino public heard
tender, juicy and crispy-and they
born.
the kitchen, created a special
instant favorite for the GIs.
about the delicious chicken-
came too! Max's Restaurant was

Over the years, Max's Restaurant's popularity grew and it

became known as "the house that fried chicken built." It has
expanded in Metro Manila, Southern and Northern Luzon, Cebu, and
to California and other places in the United States. It has also
expanded to Canada. It will soon open restaurants in other
countries as well.

Max's Restaurant has established itself as a household name

in the Philippines, an institution, and a proud Filipino
tradition. The second and third generations of the family
continue to zealously uphold the standards and traditions set by
Maximo and Ruby for all Max's Restaurants.

Today, dynamic individuals interested and willing to

invest in the long-standing tradition of quality which Max's
Restaurant offers can invest in Max's. It opened its doors to
franchising in the second quarter of 1998. This is an
opportunity to join the thriving food service industry in the
Philippines.

B. MISSION AND VISION

VISION: To be the leading Filipino Company with the most loved

brands by 2025.

MISSION: We build loved brands.

2
 C. PRODUCT/SERVICE OFFERINGS

Max's Fried Chicken

FAMILY FRIED CHICKEN (WHOLE) Php 570.90
FAMILY CHICKEN BASKET Php 548.90
REGULAR FRIED CHICKEN (WHOLE) Php 466.40
SPRING CHICKEN (WHOLE) Php 390.50
FAMILY FRIED CHICKEN (HALF) Php 295.90
NEW SIZZLING SPICY CHICKEN Php 295.90
CHICKEN SISIG Php 251.90
REGULAR FRIED CHICKEN (HALF) Php 237.60
SPRING CHICKEN (HALF) Php 205.70

Promo
PANCIT MEDLEY- VEGGIE LUMPIA BITES Php 1,499.00
A trio of our best pancit variant: Pancit Canton, Bihon, and
Luglug with our Pinoy Pork Barbecue (8pcs.) and Veggie Lumpiang
Bites* in a bilao. Available in Metro Manila Stores Only
PANCIT MEDLEY- LUMPIANG SHANGHAI Php 1,499.00
A trio of our best pancit variant: Pancit Canton, Bihon, and
Luglug with our Pinoy Pork Barbecue (8pcs.) and Lumpiang
Shanghai* in a bilao Available in Metro Manila Stores Only
CHICKEN AND BULALO BUNDLE FOR 4 Php 1,499.00
Valid for dine in take-out and delivery. Offering is valid from
Jan 6- February 28, 2018. Not valid in conjunction with any
other promos or discounts.
CHICKEN AND BULALO BUNDLE FOR 4 WITHOUT PLUSH TOY Php 1,299.00
Valid for dine in take-out and delivery. Offering is valid from
Jan 6- February 28, 2018. Not valid in conjunction with any
other promos or discounts.
CHICKEN AND BULALO BUNDLE FOR 2 Php 999.00
Valid for dine in take-out and delivery. Offering is valid from
Jan 6- February 28, 2018. Not valid in conjunction with any
other promos or discounts.
CHICKEN AND BULALO BUNDLE FOR 2 WITHOUT PLUSH TOY Php 799.00
Valid for dine in take-out and delivery. Offering is valid from
Jan 6- February 28, 2018. Not valid in conjunction with any
other promos or discounts.

Per Table Set Menus

PER TABLE MENU A (FULL SET) Php 3,463.90
A complete set menu, from soup to dessert, good for ten people,
just right for the whole family and friends. Includes the
following dishes: Max's Fried Chicken™, Soup of the Day, Pancit
Canton, Chopsuey, Lumpiang Shanghai, Plain Rice, Caramel Bar™

3
Serves 10 people
*(drinks not included)
PER TABLE MENU B (FULL SET) Php 4,343.90
A complete set menu, from soup to dessert, good for ten people,
just right for the whole family and friends. Includes the
following dishes: Max's Fried Chicken™, Soup of the Day,
Oriental Beef with Mushroom, Sweet and Sour Fish Fillet, Pancit
Canton, Plain Rice, Roasted Nuts, Frozen Fruit Salad Serves 10
people
*(drinks not included)
PER TABLE MENU C (FULL SET) Php 5,333.90
A complete set menu, from soup to dessert, good for ten people,
just right for the whole family. Includes the following dishes:
Max's Fried Chicken™ Sinigang na Hipon, Boneless Bangus, Kare-
Kare, Lechon Kawali, Plain Rice, Roasted Nuts, Buko Pandan
Serves 10 people
*(drinks not included)
MAX'S PER TABLE MENU A (HALF) Php 1,758.90
A complete set menu, from soup to dessert, good for five people,
just right for the whole family and friends. Includes the
following dishes: Max's Fried Chicken™, Soup of the Day, Pancit
Canton, Chopsuey, Lumpiang Shanghai, Plain Rice, Caramel Bar™
Serves 5 people
*(drinks not included)
MAX'S PER TABLE MENU B (HALF) Php 2,198.90
A complete set menu, from soup to dessert, just right for the
whole family and friends. Includes the following dishes: Max's
Fried Chicken™ Soup of the Day, Oriental Beef with Mushroom,
Sweet and Sour Fish Fillet, Pancit Canton, Plain Rice, Roasted
Nuts, Frozen Fruit Salad Serves 5 people.
*(drinks not included)
MAX'S PER TABLE MENU C (HALF) Php 2,693.90
A complete set menu, from soup to dessert, good for five people,
just right for the whole family. Includes the following dishes:
Max's Fried Chicken™, Sinigang na Hipon, Boneless Bangus, Kare-
Kare, Lechon Kawali, Plain Rice, Roasted Nuts, Buko Pandan
Serves 5 people *(drinks not included)

Max's Rice Bowls

KARE-KARE RICE BOWL Php 273.90
CRISPY PATA RICE BOWL Php 273.90
BEEF CALDERETA RICE BOWL Php 258.50
FISH FILLET IN BLACK BEAN SAUCE RICE BOWL Php 185.90
ORIENTAL BEEF WITH MUSHROOM RICE BOWL Php 258.50
CHICKEN SISIG RICE BOWL Php 185.90
PORK ADOBO WITH ENSALADANG KANGKONG RICE BOWL Php 240.90
PORK BBQ BITES RICE BOWL Php 225.50

4
PATA TIM RICE BOWL Php 273.90

Max's Condiments
BANANA KETCHUP Php 27.50

All Day Breakfast

TAPA MEAL Php 273.90
BONELESS BANGUS MEAL Php 262.90
SHREDDED ADOBO MEAL Php 209.00
TOCINO MEAL Php 218.90
CHICKEN LONGANISA MEAL Php 209.00
VEGETABLE OMELET Php 209.00
CHEESY CORNED BEEF OMELET Php 209.00
TRIPLE CHOCOLATE CHAMPORADO Php 141.90

Combo Meals
CHICKEN DINNER MEAL Php 361.90
SPRING CHICKEN MEAL Php 328.90
CHOPSUEY MEAL Php 317.90
PLATTER MEAL Php 317.90
FIESTA PLATE MEAL Php 306.90
CHICKEN BARBECUE MEAL Php 273.90
BUDGET MEAL Php 273.90
BASIC MEAL Php 218.90

Cater Trays
CATER TRAY SET MENU Php 9,900.00
The perfect set meal for 20 people! Featuring all-time Max's
favorites: Fried Chicken, Kare-Kare, Pancit Canton, Lumpiang
Shanghai, Cream Dory with Black Bean Sauce, Plain Rice, Caramel
Bars™, and 2 bottles of 1.5L Pepsi.
CATER TRAY KARE-KARE Php 2,711.50
A rich and exquisite meat-vegetable dish made of oxtail, ox
tripe and chuck in an interesting peanut sauce served with
sauteed shrimp paste. Good for 20 persons. (Rice not included)
CATER TRAY PANCIT LUGLUG (LARGE) Php 1,650.00
Al dente noodles in luglug sauce topped with Max's Lechon
Kawali, chicharon, sauteed shrimps and slices of boiled eggs.
Serves 18-20 persons.
(Plates and cutlery not included)
CATER TRAY MAX'S FRIED CHICKEN Php 1,560.90
Max's all-time favorite fried chicken cut into generous parts
(legs and thighs) fried the Max's way that gives it that
authentic Max's taste.This really is "Sarap to the Bones™!" Good
for 20 persons.
CATER TRAY SWEET AND SOUR FISH FILLET Php 1,483.90

5
Bite size pieces of breaded cream dory, simmered in sweet and
sour sauce and pineapple tidbits. Good for 20 persons.
(Drinks, plates and cutlery not included)
CATER TRAY CREAM DORY NUGGETS WITH HONEY MUSTARD DIP
Php 1,483.90
Lightly breaded cream dory fillet deep-fried and served with
mayo mustard dip. Good for 20 persons.
(Drinks and Chopsuey not included)
CATER TRAY FISH FILLET IN BLACK BEAN SAUCE Php 1,483.90
Lightly breaded cream dory fillets with red bell pepper strips,
spring onions, ginger strips and black bean sauce . Good for 20
persons. Drinks not included.
CATER TRAY PANCIT CANTON (LARGE) Php 1,435.50
An all-time favorite Chinese dish of egg noodles, topped with
vegetables, pork, chicken and shrimp. Serves 18-20 persons.
(Drinks not included)
CATER TRAY PANCIT BIHON (LARGE) Php 1,435.50
A traditional well-liked rice noodle dish topped with
vegetables, pork strips, chicken balls, chicken liver, chicken
gizzard and shrimps. Serves 18-20 persons.
(Drinks and strawberry roll not included)
CATER TRAY PANCIT LUGLUG (MEDIUM) Php 1,100.00
Al dente noodles in luglug sauce topped with Max's Lechon
Kawali, chicharon, sauteed shrimps and slices of boiled eggs.
Serves 10-12 persons.
(Plates and cutlery not included)
CATER TRAY PANCIT CANTON (MEDIUM) Php 995.50
An all-time favorite Chinese dish of egg noodles, topped with
vegetables, pork, chicken and shrimp. Serves 10-12 persons.
(Drinks not included)
CATER TRAY PANCIT BIHON (MEDIUM) Php 995.50
A traditional well-liked rice noodle dish topped with
vegetables, pork strips, chicken balls, chicken liver, chicken
gizzard and shrimps. Serves 10-12 persons.
(Drinks and strawberry roll not included)
CATER TRAY FRIED MINI LUMPIANG UBOD Php 990.00
Tender, savory julienned slices of fresh coconut heart sauteed
with pork, shrimp and crab meat wrapped in fried egg crepe &
served with garlic-vinegar sauce. Good for 20 persons
(approximately 20 pieces).
(Pancit bihon not included)
CATER TRAY LUMPIANG SHANGHAI Php 968.00
Ground pork and spices rolled in lumpia wrapper, deep-fried and
served with atchara and delicious sweet and sour sauce. Good for
20 persons (approximately 80 pieces).
(fruits not included)
CATER TRAY RICE Php 880.00

6
CATER TRAY PANCIT LUGLUG (SMALL) Php 825.00
Al dente noodles in luglug sauce topped with Max's Lechon
Kawali, chicharon, sauteed shrimps and slices of boiled eggs.
Serves 6-9 persons.
(Plates and cuttlery not included)
CATER TRAY PANCIT CANTON (SMALL) Php 775.50
An all-time favorite Chinese dish of egg noodles, topped with
vegetables, pork, chicken and shrimp. Serves 6-9 persons.
(Drinks not included)
CATER TRAY PANCIT BIHON (SMALL) Php 775.50
A traditional well-liked rice noodle dish topped with
vegetables, pork strips, chicken balls, chicken liver, chicken
gizzard and shrimps. Serves 6-9 persons.
(Drinks and strawberry roll not included)

Vegetables
ASPARAGUS WITH TOFU Php 295.90
AMPALAYA CON CARNE Php 273.90
CHOPSUEY Php 251.90
PINAKBET Php 251.90
SIZZLING TOFU Php 240.90
ADOBONG KANGKONG STUFFED TOFU Php 218.90
EGGPLANT TOFU Php 196.90
SPICY GINATAANG KANGKONG Php 163.90
PINOY ENSALADA Php 141.90

Beef and Pork

CRISPY PATA (FAMILY) Php 933.90
Serves: 5-6
NEW FRIED PORK BELLY & SHRIMP SINIGANG Php 548.90
CRISPY PATA (LARGE) Php 823.90
Serves: 3-4
CRISPY PATA (REGULAR) Php 658.90
Serves: 2-3
KARE-KARE Php 548.90
Good for 2-3 persons.
BEEF CALDERETA Php 438.90
Serves 2 to 3.
PORK ADOBO Php 427.90
Good for 2-3 persons.
BICOL EXPRESS Php 449.90
Good for 2-3 persons.
LECHON KAWALI Php 361.90
Good for 2-3 persons.
PORK BINAGOONGAN Php 350.90
Good for 2 to 3.
SINIGANG NA BABOY Php 405.90

7
Good for 2- 3 persons.
ORIENTAL BEEF WITH MUSHROOMS Php 361.90
Good for 2-3 persons.
NILAGANG BAKA Php 339.90
Good for 2-3 persons.
PINOY PORK BARBECUE Php 405.90
NILAGANG BULALO Php 548.90
SINIGANG NA BULALO Php 548.90
SIZZLING BULALO Php 548.90
SIZZLING SINIGANG NA BULALO Php 548.90

Seafoods
SINIGANG NA ULO AT TIYAN NG SALMON Php 438.90
BANGUS TOFU STEAK Php 284.90
SINIGANG NA HIPON Php 438.90
CAMARON REBOSADO Php 383.90
SIZZLING SPICY GAMBAS Php 361.90
SINIGANG NA TIYAN NG BANGUS Php 383.90
PINAPUTOK NA TIYAN NG BANGUS Php 361.90
BONELESS BANGUS Php 328.90
STEAMED FISH FILLET IN LIGHT SOY Php 295.90
FISH FILLET IN BLACK BEAN SAUCE Php 295.90
SWEET AND SOUR FISH FILLET Php 284.90
SEAFOOD BINAKOL Php 548.90

Pancit Lumpia & Rice

PANCIT LUGLUG (ALA CARTE) Php 251.90
PANCIT CANTON (REGULAR) Php 220.00
PANCIT BIHON (REGULAR) Php 220.00
TINAPA RICE Php 218.90
CRABMEAT FRIED RICE Php 218.90
LUMPIANG SHANGHAI Php 218.90
PANCIT BIHON (SMALL) Php 159.50
PANCIT CANTON SMALL Php 159.50
VEGGIE LUMPIA BITES Php 152.90
FRESH LUMPIANG UBOD Php 86.90
LUMPIANG GULAY Php 86.90
SPECIAL ORIENTAL LUMPIA Php 86.90
FRIED LUMPIANG UBOD Php 86.90
SHANGHAI FRIED RICE Php 61.60
GARLIC RICE Php 53.90
JAVA RICE Php 55.00
PLAIN RICE Php 42.90
ADOBO RICE Php 218.90

Soups & Salads

CREAM OF MUSHROOM SOUP Php 88.00

8
COLESLAW Php 66.00
MACARONI SALAD Php 66.00
POTATO SALAD Php 66.00
SOUP OF THE DAY Php 66.00
ATCHARA Php 49.50
MAX'S KAMOTE FRIES Php 49.50
ROLLS AND BUTTER Php 49.50

Desserts
GIANT HALO-HALO Php 548.90
HALO-HALO SPECIAL Php 163.90
HALO-HALO REGULAR Php 141.90
MANGO CREAM DESSERT Php 88.00
LECHE FLAN Php 88.00
UBE CREME DECADENCE Php 88.00
FROZEN FRUIT SALAD Php 86.90
BUKO PANDAN REGULAR Php 71.50

Sandwiches
THE CLUBHOUSE Php 181.50
MAX'S CHICKEN BURGER WITH CHEESE Php 119.90
CHICKEN SALAD SANDWICH Php 119.90
MAX'S CHICKEN BURGER WITHOUT CHEESE Php 108.90
CLASSIC CHICKEN BURGER Php 170.50

Max's Merienda
SEAFOOD LOMI Php 163.90
PANCIT LUGLUG (SOLO) Php 141.90
ARROZ CALDO Php 163.90
TOFU CON LECHON Php 108.90

Max's Corner Bakery Cakes

RED VELVET Php 654.50
CHOCOLATE GANACHE Php 654.50
CHOCOLATE CREAM FUDGE Php 654.50
BLACK FOREST Php 654.50
CHOCO MOIST Php 654.50
TROUBADOR Php 506.00
TOFFEE TORTE Php 495.00
TRIPLE TREAT Php 495.00
CHOCOLATE OVERLOAD Php 632.50
MESSAGE CAKE Php 374.00
RED VELVET HEART CAKE Php 654.50
WHITE VELVET HEART CAKE Php 654.50
BLACK VELVET HEART CAKE Php 654.50

9
Max's Corner Bakery Pastries
ASSORTED PASTRIES DELIGHT Php 412.50
2 Choco Cookies, 5 Caramel Biscotti (Half), 3 Pinipig Polvoron,
3 Cookies N cream Polvoron, 2 Classic Caramel Bar, 2 Mango
Caramel bar, 2 Dulce de leche Pastillas in 3” d x 8.5” height
Holiday Tin Can
ASSORTED PASTRIES SPECIAL Php 434.50
3 Choco Cookies, 5 Caramel Biscotti (Half), 2 Pinipig Polvoron,
2 Cookies N cream Polvoron, 7 Classic Caramel Bar, 2 Mango
Caramel bar, 2 Dulce de leche Pastillas in 4.5” d x 5” height
Holiday Tin Can
ASSORTED PASTRIES SUPREME Php 605.00
5 Choco Cookies, 9 Caramel Biscotti (Half), 3 Pinipig Polvoron,
3 Cookies N cream Polvoron, 7 Classic Caramel Bar, 2 Mango
Caramel bar, 2 Langka Caramel bar, 3 Dulce de leche Pastillas in
8” d x 2.5” height Holiday Tin Can
ASSORTED PREMIUM COOKIES IN TIN CAN Php 396.00
30 pcs Assorted Premium Cookies. (Choco Chips, Double Chocolate,
Oatmeal Raisin, Peanut Butter, Green Tea) in Holiday Tin Can
ASSORTED PASTRIES SAMPLER GIFT BOX Php 198.00
2 Choco Cookies, 6 Caramel Biscotti (Half), 2 Pinipig Polvoron,
2 Cookies N cream Polvoron 6 Classic Caramel Bar in Holiday Gift
Box
ASSORTED PASTRIES SPECIAL GIFT BOX Php 385.00
Holiday Gift Packs with 4 Choco Cookies, 8 Caramel Biscotti
(Half) 4 Pinipig Polvoron 4 Cookies N cream Polvoron 8 Classic
Caramel Bar 1 Mango Caramel bar
MANGO CARAMEL BAR Php 225.50
Soft, chewy caramel bar, made with premium milk and butter,
generously topped with ground peanuts, infused with premium
dried mango bits. (1 box contains 18 pieces)
CREAM CHEESE BROWNIES Php 165.00
FOOD FOR THE GODS Php 126.50
LANGKA CARAMEL BAR Php 225.50
PAN DE QUEZO Php 25.30
CHOCOLATE CHIP BROWNIES Php 121.00
LENGUA DE GATO Php 187.00
CARAMEL BARS ™ Php 165.00
CHOCOLATE LOAF Php 121.00
CHOCOLATE COOKIES Php 132.00
BANANA LOAF Php 121.00
MACAROONS Php 93.50
CHOCOLATE CRINKLES Php 82.50
TASTY (800 GRAMS) Php 80.30
MAX'S POLVORON PINIPIG Php 66.00
MAX'S POLVORON COOKIES & CREAM Php 66.00

10
LADY FINGER Php 66.00
MERINGUE Php 53.90
ENSAIMADA Php 33.00
MAX'S 1/4 CAKE ROLL Php 31.90
PINOY BREAD Php 25.30
CAKE SLICE Php 22.00
ADOBO BUN Php 55.00
SISIG BUN Php 55.00
ASADO BUN Php 66.00
CREAMY PUFF CHEESE ROLL PER PIECE Php 77.00
CREAMY PUFF CHEESE ROLL BOX OF 6 Php 440.00

Beverages
SOFTDRINKS IN CAN Php 82.50
PEPSI 1.5 LITER BOTTLE Php 108.90
BEER IN CAN Php 88.00
BOTTLED WATER Php 56.10
SOFTDRINKS PITCHER Php 218.90
ICE TEA PITCHER Php 249.00
1 L TROPICANA REGULAR ORANGE Php 130.00

11
 CHAPTER III:
MACROENVIRONMENTAL ANALYSIS

A. ECONOMIC

The year 2018 started off with a higher national headline

inflation rate of 4.0 percent. Inflation in December 2017 was
posted at 3.3 percent and in January 2017, 2.7 percent.

Currently, the exchange rate of peso-dollar is Php 51.77.

The Gross Domestic Product (GDP) in Philippines was worth 304.90
billion US dollars in 2016. The GDP value of Philippines
represents 0.49 percent of the world economy. GDP in Philippines
averaged 73.16 USD Billion from 1960 until 2016, reaching an all
time high of 304.90 USD Billion in 2016 and a record low of 4.40
USD Billion in 1962.

Since the inflation rate of the Philippines and exchange

rate of peso-dollar are increasing from time to time, there will
be chances that the price of every products of Max’s Restaurant
will drive up annually.

B. POLITICOLEGAL

Max’s Restaurant follows health and safety standards that

is best required in the conduct of the operations of every
restaurant business. This is to manage the effectiveness, taste,
and the legitimacy of every products/services offered by the
restaurant.

It also follows the Philippines’ tax policies and assures

that the location of the firm is appropriate and accessible to
every Filipinos. The restaurant has no records that they
violated the Philippine law.

C. SOCIOCULTURAL

The culture environment of a nation determines the value

system of the society which in turn affects the marketing of
products. Sociological factors such as caste structure, mobility
of labor, customs, cultural heritage, etc. might have far
reaching impact on business. Cultural environment also
determines the code of conduct the business should follow.

Max’s Restaurant enables to consider the cultural factors

of every individuals in providing the products. Like for
example, the sociocultural factor of the SDA or the Adventist

12
religion, the specialty of the Max’s Restaurant is fried
chicken. Instead of providing a lot of seafoods and pig dishes
that the other religions didn’t eat, the restaurant came up with
the universally accepted foods that will best satisfies the
tongue of every individuals in considering the religion, buying
behavior, and culture of the Filipinos. The sociocultural factor
of the macroenvironment must be considered in the conduct of the
business to analyze every actions and customs if the products
are not violating their social mores, norms, and values.

D. DEMOGRAPHIC

The target market of Max’s Restaurant are “the class A’ and

B’s, senior citizens and the balik-bayans Filipino families with
small incomes and large appetites owns the place”. Since this is
one of the big restaurants in the Philippines, Max’s
Restaurant’s target market is exclusively for the Class A or the
high income class and Class B or the upper middle income class.

E. TECHNOLOGICAL

Technology can give a competitive edge. Technology is

necessary to create packaging, food labels, and the production
of food. Newer corporations may be lacking in technology power
compared to veteran food-based companies. Max’s Restaurant moved
big screens into their restaurants to showcase their menu.
Additionally, they show footage of new promotional drinks and
foods, as a method of marketing. They also use their website to
provide allergy notices, calorie information, and promotions.

F. NATURAL

The physical and geographical factors can play a

predominant role in constituting the non-economic environment
and thereby affecting the business. The application of modern
technology leads to rapid economic growth at a huge social-cost
deterioration of the physical environment i.e. air pollution,
noise pollution, and water pollution. The nature of such costs
is being assessed by biologists, ecologists, and sociologist.

Max’s Restaurant operates the business without any harmful

effects in noise, air and water pollution in the vicinity, since
it is appropriately installed in a certain places all over the
Philippines and the world. The installation of Max’s Restaurant
is appropriate without any people or families affecting in the
particular place. Since the aim of the business is to satisfy
the needs and wants of the customers, the business also

13
considers the environment factors whether they harmed the
specific target market of the different environment issues
happened like global warming, pollution, CFCs, and climate
change. They are a restaurant business, not a mining business.

14
 CHAPTER IV:
OPPORTUNITIES & THREATS

The opportunities of Max’s Restaurant are:

1. ESTABLISH ANOTHER BRANCHES OUTSIDE THE COUNTRY.

Max’s Restaurant offers native chicken and other
specialties made by pure Filipinos. The business can be
popularly known throughout the world like United States, Saudi
Arabia, Canada, Singapore, and other countries. The only aim is
to become widely known not only by the Filipinos outside the
country, but also for “foreigners”, just like American and
Chinese national citizens.

2. PROPOSE ANOTHER PRODUCTS TO SELL.

It can be an opportunity for the Max’s Restaurant to
brainstorm other products/services to offer to the target
market. Its aim is to relive the restaurant into a current
trend. New products of every business enterprise can attract the
target customers to buy the product since one of the quality of
the Filipinos in buying behavior is to try something new.

The threats of Max’s Restaurant are:

1. ENTRY OF COMPETITORS.
Since Max’s Restaurant has different competitors in the
industry, the business must not to stop finding and researching
on the new build restaurant or fast-food chain that will closely
compete the entity. Max’s Restaurant must be competitively ready
in terms of the entry of competitors. There must be a lot of
alternatives to formulate to make the enterprise strategy as
possible.

2. INCREASED INFLATION AS THE PRICE INCREASES ANNUALLY.

As observed on the current inflation rate for 2018 which is
4.0, it is also a threat for the company that the inflation rate
is getting higher from time to time since it will increase the
product manufacturing costs and may result to the declining of
the customer demand. If the price of the raw materials will
drive up, also the selling price of the products offered will
drive up. Max’s Restaurant must take corrective action regarding
this manner to make their customers increasing, not declining.

15
 CHAPTER V:
MICROENVIRONMENTAL ANALYSIS

A. THE COMPANY

Max's Restaurant has established itself as a household name

in the Philippines, an institution, and a proud Filipino
tradition. The second and third generations of the family
continue to zealously uphold the standards and traditions set by
Maximo and Ruby for all Max's Restaurants.

Max's Group, Inc. engages in the business of catering foods

and establishing, operating and maintaining restaurants, coffee
shops, refreshments parlors, and cocktail lounges. It offers a
diverse cuisine covering American, Filipino, Japanese, Chinese,
and French. Its brands include Dencio's, Kabisera ng Dencio's,
Teriyaki Boy, Sizzlin Pepper Steak, Le Coeur De France, The
Chicken Rice Shop, and Yellow Cab. The company was founded by
Milagros Basa, Leticia Zamora and Carmen Zaragosa in 1970 and is
headquartered in Makati, Philippines.

The chain has a strong company culture based on treating,

not only, their guests but also, their employees with respect
and appreciation. Historically, they have offered full benefit
packages to their employees such as meal discounts, paid
vacations, profit sharing, 401K plans, health, life, dental, and
vision insurance. In order to stay competitive with the industry
they have continually benchmarked the competitions’ benefits and
have added benefits over the years such as flexible spending
accounts and paid time off banks. Max’s has done a great job
revaluating their benefit package every few years.

Max’s, also, has a strong employee development program.

This program allows Max’s to hire employees with little or no
skills at a minimum starting cost which implements a market lag
pay philosophy. In addition they focus on building personal
relationships with employees and supporting them in times of
crisis, thus building employee engagement and retention.

In addition, Max’s values the communities in which they

serve. They give back to each of the communities in which they
conduct business. Not only do they donate money, but they also
donate their time by running a very successful employee
volunteer program.

16
 B. SUPPLIERS

Suppliers form an important link in delivering the value to

the customers. Suppliers problem can seriously affect the
marketing. Therefore marketing management must watch supply
availability and costs. Supply shortage or delays, labor
stricken and other events can damage customer satisfaction in
the long run and rising supply costs can harm the company sales
volume.

Max’s Restaurant makes sure that their suppliers are not

bounding any illegal and inappropriate doings. According to Paul
Cheah, compliance manager of the resto, they reassured the Max’s
restaurant’s suppliers that the poultry that are delivering to
us are regularly tested for influenza and there have been no
incidence of infections. Max’s Resto sources its local poultry
product requirements only from accredited and reputable
suppliers in the Philippines that employ the safest food
practices in sourcing, manufacturing, preparation and delivery.

C. MARKETING INTERMEDIARIES

Market intermediaries help the company to promote, sell,

and distribute its product to the final buyers. It includes
retailers, wholesalers, physical distribution firms, financial
intermediaries. Physical distribution firms help the company to
stock and move goods from their point of origin to their
destination. Today's marketers recognize the importance of
working with the intermediaries as partners rather than simply
channels through which they can sell their product.

Max’s Restaurant has the distributors of raw materials for

the products offered. The distributors of that raw materials
must be determined by the resto that these ensure effectiveness
and safety and follow the health standards. The entity has the
distributors of beverages, and the raw materials for desserts,
viand, chicken meals, and bakery products. The end product of
the Max’s Restaurant will be sold and distributed to the
customers itself.

D. CUSTOMERS

Customers are the most important actors in the

microenvironment. The aim of the entire delivering system is to
serve the target customers and create the strong relationship
with them. Customers have the most direct microeconomic impact
on a business. The simple fact is that you can't successfully

17
operate a for-profit company without attracting targeted
customers. Knowing your ideal customer types and developing and
presenting effective marketing campaigns are integral to
building a customer base and generating revenue streams.

The target market of Max’s Restaurant are “the class A’ and

B’s, senior citizens and the balik-bayans Filipino families with
small incomes and large appetites owns the place”. Since the
product is moderately expensive to its specific customers, Max’s
Restaurant aims to make the purchasing experience of the
customers as worthy and fun. By satisfying the needs in terms of
taste and the preparation of the foods, they can easily attract
the target market.

E. COMPETITION

The big competitors of Max’s Restaurant are as follows:

1. KFC
KFC takes pride in their original and spicy chicken
flavors, not to mention their unlimited gravy, which is a
hit to students and working individuals. However as much as
it's loved, some aren't just biting their "finger lickin'
good" chicken.

2. BON CHON
The South Korean-based fast food brand is dominating
the Korean-influenced youth of the country with their
'Korean style chicken' Crispy-skin and light glaze is what
stands out of Bon Chon. It's variety of flavors--honey
glazed, soy garlic, spicy are refreshing Filipinos hooking
them to the brand. Aside from their chicken, Bon Chon's
Korean dishes are something not to miss.
3. GREENWICH
The popular pizza and pasta chain in the country has
also a chicken to represent in this fast food chicken
battle. Customers loved the familiar crispy chicken the
brand serves as it's also owned by the leading fast food
chain in country. Greenwich Pizza also offer for affordable
budget meals that serves you 'one of everything' which ends
you up a satisfied stomach every meal.

4. JOLLIBEE
Nothing beats the crispy ‘chickenjoy’ Jollibee has to
offer. The long history of Filipinos to Jollibee is also a
winning plus. Its unchanging crispiness is what hooks the

18
 young to the old on this timeless meal. Every drumstick,
breast and thigh part is an inspiration and a bucket full
of these is a dream. The gravy is also something not to be
ignored; the gravy compliments its crispy and tender meat
bringing a mouthwatering experience no other fast food
chain.

F. PUBLICS

Your local community and media also affect your ongoing

business image. Communities often support companies that provide
jobs, pay taxes and operate with social and environmental
responsibility. If you don't do these things, you may run into
negative public backlash. Local media often help your story
proliferate, for better or worse.

1. Corporate Stockholders - Max's Group, Inc. (MAXS),

formerly Pancake House, Inc. (PCKH), was incorporated on
March 1, 2000 and is principally engaged in developing,
acquiring, managing and franchising restaurants and food
brands. On December 20, 2013, the Company announced an
agreement to sell to the Max's Group of Companies (Max's
Group) all of its shares in PCKH. The acquisition was
completed on February 24, 2014. Further, in July 2014,
the Company announced that it will acquire all of the
outstanding shares of several Max's Group entities and
will effectively combine the restaurant brands of the
Max's Group and PCKH. On August 22, 2014, the Securities
and Exchange Commission approved the change in the
corporate name and stock symbol of PCKH to the present
one. The company also owns Max's Corner Bakery, which
offers "grab-and-go" bread, pastries, and cakes within
the "Max's Restaurant" outlets; and The Chicken Rice
Shop, which is a chain of halal quick service restaurants
brought into the Philippines via a joint venture entity.
2. Community – Max’s Restaurant strive to make a positive
impact in the community that they serve. They value the
communities in which we do business and are dedicated in
embracing our responsibility to improve them. Through
sponsorships and donations, they would be able to fulfill
the social responsibility while gaining familiarity and
publicity.
3. Media – Its relationship with the media is through the
advertising and promotional strategies in which the
promotional advertisements of the company can be widely
known throughout the parts of the Philippines. The best
known example of media advertising is through broadcast

19
 media in which the products will be well-known and
convince the customers to visit Max’s Restaurant near
their place.
4. Government – Its relationship with the government is
through following with the Philippine law in the conduct
of the business, most especially the Code of Ethics,
Consumer Law, Tax Provisions and other laws related. The
enterprise pays taxes annually and operate with social
and environmental responsibility. These are the ways that
Max’s Restaurant helps the government since taxes are the
“lifeblood of the government” and it helps to subsidize
public funds for education, healthcare, and public works.

20
 CHAPTER VI:
STRENGTHS & WEAKNESSES

The strengths of Max’s Restaurant are as follows:

1. WELL-TRAINED PERSONNEL
Max’s Restaurant composed of well-trained personnel who
have a good communication skills, pleasing personality, and with
proper conduct and behavior. The business makes sure that all
the staffs were following the rules and regulations and not
violating the ethical standards of every individuals.

2. FAVORITE VENUES FOR SOCIAL EVENTS.

Max’s Restaurant is commonly organized for the meeting,
birthdays, and other special occasions. Since it is formally
established and with well-ventilated area, the guests are
comfortably occupied and had fun in the exciting activities and
delicious cuisines offered by the business.

3. PRODUCTS OF LOCAL FILIPINO DELICACIES.

One of the strength that the Max’s Restaurant is providing
products of local Filipino delicacies in which the objective of
the business is to become well-known in the products offered
like native chicken, kare-kare, pancit luglog, and so on. This
helps to promote the unique cuisines discovered only in the
Philippines.

The weaknesses of Max’s Restaurant are as follows:

1. INADEQUATE FUNCTION ROOMS

Sometimes, the other outlets of Max’s Restaurant in some
parts of the Philippines has no function rooms exclusively for
the VIPs. The business must going to improve regarding that.

2. HIGH CHARGES ON PARKING FEES

Since the target market of the business is the Class A and
B, expect that there are customers with wheels. This simply
means, they have their own car. Since there are high charges on
parking fees, instead of entering the restaurant with a smiling
face, they can enter the resto into a disappointing face.

3. HIGHLY CENTRALIZED MANAGEMENT HIERARCHY

The Max’s Restaurant is highly centralized management
hierarchy, in which management is responsible for all the
decisions & actions taken, and they will only spread it without
any bearing of employees. They must implement democracy to speak
out the employees to formulate alternatives in that manner.

21
 CHAPTER VII:
THE MARKET

A. MARKET SIZE

Consumers have developed a strong propensity to spend as

the economy has continued to grow and boost their income and
lifestyle. In particular, the emerging middle class has shown a
willingness to spend on higher-quality and filling meals and on
new food and dining experiences. This has driven growth for
consumer foodservice operators, which have continued to increase
in number and in variety. To retain competitive relevance,
players have launched aggressive marketing and promotional
campaigns, offered improved services and facilities, and have
capitalised on flagship products.

Fast food has continued to post double-digit growth rates

in both value sales and outlet number terms, as players have
expanded to new locations and improved their food and service
offerings. Apart from following the development of retail
establishments in suburban locations and secondary cities, fast
food operators have opened their own standalone outlets, as well
as capitalised on their popular menu offerings and launched
aggressive marketing campaigns. All these factors have allowed
them to compete strongly against the quality and ambience of
full-service restaurants, the comfort and beverages of cafés,
the pricing of food kiosks, and the convenience of home
deliveries, among others.

Consumer foodservice in the Philippines will sustain its

upward momentum as players are able to penetrate new
geographical markets, and because of the continued development
of new urban centres in provincial locations. Both independent
and chained operators will enjoy new location opportunities,
which will enable them to either explore new food and dining
concepts or reach out to new consumer groups. Meanwhile,
consumers are expected to respond positively as they appreciate
new offers and concepts, and are capable of spending on dining
out.

Restaurants and mobile food service activities industry

posts the highest number of establishments. The preliminary
results of the 2015 Annual Survey of Philippine Business and
Industry (ASPBI) showed that a total of 5,492 establishments
with total employment (TE) of 20 and over in the formal sector
of the economy were engaged in Accommodation and Food Service
Activities. Restaurants and mobile food service activities led

22
the sector with 3,942 establishments accounting for 71.8 percent
of the total number of establishments. This was followed by
short term accommodation activities with 1,210 establishments
(22.0%).

Beverage serving activities and event catering and other

food service activities with 261 establishments (4.8%) and 79
establishments (1.4%), respectively. Among regions, National
Capital Region (NCR) had the most number of establishments with
2,300 establishments or 41.9 percent of the total. Far behind on
the second spot was CALABARZON with 666 establishments or 12.1
percent. Completing the top three was Central Luzon with 566
(10.3%).

Restaurants and mobile food service activities employ the

highest number of workers. Total employment generated by the
sector reached 268,655 in 2015. About 267,381 workers (99.5%) of
the total workers were paid employees and 1,274 workers (0.5%)
were working owners or unpaid workers.

Among the industry groups, the leading industry as to

employment generation was restaurants and mobile food service
activities with 181,152 or 67.4 percent of the total. Short term
accommodation activities establishment and beverage serving
activities establishments employed 76,636 (28.5%) and 6,596
(2.5%) employees, respectively.

B. MARKET NEEDS

Despite stubbornly high levels of income inequality, the

middle class is expanding, driving increased demand for a wide
range of modern products and services. Both average disposable
income and consumer expenditure have increased, particularly
among younger, educated urban households. Younger consumers have
also helped drive considerable growth of internet and mobile
internet retailing. The increasing number of single-person and
smaller households is boosting demand for compact household
items.

1. DIY Home Design

As more and more millennials move into their own

condominiums and apartments, experts see the comeback of DIY
wall treatments that could cater to the increasing needs of this
demanding demographic.

23
 For instance, wallpapers could become a big hit for a niche
market who want to design their own space but don’t have the
patience and time to actually paint the walls. Wallpapers also
solve the problem of not being able to paint the walls for those
who are renting condo spaces.

2. Co-Working Spaces

Millennials are also outnumbering other demographics in the

workplace. The majority of millennials yearn for jobs that allow
them to have a work-life balance, but at the same time, do more.
Many of these young professionals also shift towards
freelancing because of the high returns and low stakes it
offers. With more and more freelancers in the market, there
would be a demand for more co-working spaces where they can work
for longer hours without having to rent a full office.

3. Good Skin Is In

In recent years, we have seen the popularity of the no-

makeup look and hashtags such as #IWokeUpLikeThis. More and more
people are understanding the underlying fact that the best
makeup is actually good skin and not good coverage.
Businesses who cater to the growing demands of the public
for affordable skincare services and products could see a boost
in the years to come.

4. Online Shopping For Men

Online shopping has transitioned from luxury to necessity

in the last few years. In fact, more and more people, especially
men, are doing it out of convenience.
And it’s not just about fashion or makeup anymore, these
days, you can do you grocery shopping using your smartphone and
buy more than just the bare necessities. This online shopping
trend is expected to continue in the coming years.

5. Social/Local Entrepreneurship

Patriotism is seen in better light, and more people are

favoring business who sell not only local produce but also help
local communities, especially the farmers and fishermen.
These social entrepreneurs that focus on locally made and
sustainable products will continue to grow. And with the aid of
social media and the internet in general, locally made products
can easily transition to international markets.

24
6. Franchising Won’t Work If You’re Lazy

Riding on the wings of already popular brands seems to be

the easy way into entrepreneurship for most people, especially
the ones who have no experience. But, the success of a new
franchise is still dependent on location and how you market it.
While franchisees are given templates and guidelines, lazy
ones will not reap the benefits of the brand’s popularity. While
many people seem to go this route, Filipino consumers are also
after the “next best thing,” which make novelty products such a
big hit.

7. Organic Products

Locally grown, organic products are still a hit with

consumers who are conscious about what they eat. As more and
more people want to know where their food comes from, the market
share of organic products will continue to grow. This is not
exclusive to food alone.

Organic products in the health and beauty industry, as well

as wellness, are also becoming increasing popular.

8. Lifestyle and Travel Apps

As travel becomes cheaper, mobile apps that cater to both

travel and lifestyle will become necessities. Apps that allow
you to book and pay for your accommodations and tours while in
transit are must-haves for multiple types of travelers.
Apps that also cater to the communication problems between
tourists and locals in non-English speaking countries could
become the norm.
If you are in the mobile app development business, the key
is to look for problems that often arise during travel and then
create a mobile solution.

9. Digital Advertising and Marketing

Digital advertising is more than just having a website, but

it starts there. Websites are not exclusive to large
enterprises. Everyone who has a business needs one, and there’s
a demand for people who can make this possible at a lower cost.
Apart from websites, there are SEO, e-commerce, business
intelligence, SEM, and other digital advertising and marketing
need that every business requires to make tap into the Filipino
market. Creative services, both print and online, will continue
to see bigger gains too.

25
10. Online Lending

With more people wanting to become entrepreneurs, more

people are looking for capital to how to start. Lending
practices will become easier and faster, and online lending is
the next big thing in capital investments.
Moreover, business who connect talents with venture
capitalists could be big in the Philippines, as it already is in
Singapore.

C. MARKET TRENDS

RJ Ledesma, co-founder of popular night food market and

food business incubator Mercato Centrale, revealed his top local
food trends during his talk at this year’s Restaurant Investment
Conference. The second edition of the annual event gathered
industry experts and food business owners to share experiences
and discuss key issues related to local hospitality.

Based on his work with numerous food entrepreneurs, Ledesma

identified these key trends that aspiring restaurateurs might
consider:

1. Modern Fusion Food

“Whereas before, fusion was basically just American plus

another cuisine, today the combinations are more adventurous,”
Ledesma said. He cited as examples Naxional, which combines
Japanese and Peruvian cuisine, French-Japanese pastry shop and
café Le Petit Souffle, and Hey Handsome, which offers a mix of
Filipino and Singaporean dishes

2. Everything Done Better

“Everything offered with a new twist, premiumizing

otherwise common, mainstream dishes,” Ledesma said. The idea is
to present a “better something,” such as better Japanese food,
better sandwiches, better burgers, better street food and better
breakfasts.

3. Craft or Artisanal Food

While in a way similar to “everything done better,” the

trend of putting special emphasis on the story of the process,
or enterprises commonly owned by technical experts rather than
businessmen, is still very popular. Ledesma said this is most

26
commonly found in beverages, such craft beer, coffee, gin or
whiskey, etc., but it can also be present in restaurants that
offer things like dry-aged meat and seasonal ingredients.

4. Heirloom or heritage businesses

“These are businesses that build on family traditions and

family recipes,” Ledesma said. “They’re commonly sold in non-
traditional channels like food parks and bazaars, and operated
by the business owners themselves, which are usually family
members.”
In 2014, the winner of Mercato Centrale’s search for the
Next Big Food Entrepreneur was Bakmi Nyonya, whose main dish
called Bakmi Ayam was a recipe from the owner’s Chinese-
Indonesian wife’s family. Ledesma said the noodle dish with
beef, mushrooms, herbs and spices was a huge hit with diners and
also won the People’s Choice award at that year’s competition.

5. “Hipster” side of Manila

Ledesma said people are still drawn to places that appeal

to a certain crowd, like millennials or young professionals. He
name-dropped places like The Girl + The Bull, Yardstick Coffee
and Your Local, which are all located in the hip Legazpi Village
neighborhood of Makati City.

6. Filipino everything

“Here and globally, Filipino cuisine is becoming more and

more popular,” Ledesma said. “Local tastes and modern
interpretations of Filipino dishes alike are starting to become
staples in the foodie scene.”
Anthony Bourdain loves Filipino lechon and sisig, and chef
and TV personality Andrew Zimmern has also professed his
fondness for Filipino food. Even Bad Saint, a Filipino
restaurant in Washington DC, has gotten rave reviews from
publications such as The New York Times.
“And it doesn’t stop there,” Ledesma said. “There’s a huge
opportunity for us to bring regional cuisine—like those from the
Tausugs, Mountain Province and the Visayas—into the mainstream.”

27
 CHAPTER VIII:
MARKETING OBJECTIVES

MAX’S PORK BARBEQUE & EGG DROP SOUP

Max’s Restaurant is known for it’s best homed taste

chicken, but now we will introduce the new product of the
business, the Pork Barbecue. Just like the Max’s Chicken we will
serve you a best homed taste barbeque. Despite of the
competitors who have the same dish with us, we will try our very
best to give you the best unique taste pork barbeque. The reason
why we choose barbeque as our new dish because these grilled
Pork Barbecue On the Grill skewers define nearly every Filipino
party. There has never been a time when guests refused these
char-grilled pork bits on bamboo skewers. Guests dive for it
quickly. Nothing is left. Thus, pork barbeque is often found in
the street because it one of the popular street foods in the
Philippines. So why not bring and served it in a formal way.

Through promotion of the newly made product of Max’s, the

Pork Barbeque, the business can be well-known, not only with
production of authentic chicken recipes, but also for providing
unique product that will best fits to every Filipinos and food
lovers all around the world. It aims to make the Filipinos’
taste as satisfied and to make the Max’s Restaurant as popular
in different aspects that they will provide. Pork Barbeque will
be the new authentic and freshly made and continue to promote
the Filipino culture since this dish is Filipino made. The
product is perfectly paired with the Egg Drop Soup in which
according to the research, it was also freshly made in
Philippines. If the two combined, Max’s Restaurant assures the
complete effectiveness and satisfaction of the customers in

28
providing the pure Filipino cuisine and improving the
products/services of Max’s Restaurant since the resto is
currently declining in financial standing.

As a promo of the business, Max’s Restaurant will offer

Unlimited Egg Drop Soup together with the package deal. The
business makes sure that the taste of the soup is perfectly
delectable. This will be the strategy of Max’s Restaurant to
become popular and surely preferred by every individuals.

The marketing objectives of the Max’s Restaurant is to

increase brand awareness level by 50%, and attain the annual
sales by increasing to 60%. The business would like to increase
revenues throughout the year because it will be beneficial for
Max’s Restaurant to provide another unique products that will
surely liked by every Filipinos, and still support Max’s
Restaurant to be the best pick among the restaurants existing.

Ingredients for Pork Barbeque:

 pork shoulder or pork belly - 2 pounds, slice in 1-inch
cuts, ready to skewer
 garlic - 1 teaspoon, finely minced
 soy sauce - 1/2 cup
 calamansi juice (the Filipino lime) - 1/4 cup, frozen
calamansi concentrate, or use fresh (from Asian markets) or
use fresh lemons
 banana catsup - 1/2 cup, from Asian markets (or use tomato
catsup)
 ginger ale - 8 ounces or 1 can (or use 7-Up or Sprite)
 brown sugar - 1/2 cup
 sea salt - 1 teaspoon
 freshly ground black pepper powder - 1 teaspoon
 bamboo skewers - 12 to 14, pre-soak for 20 minutes before
placing skewered meat

Procedures in Making Pork Barbeque:

1. Mix the marinade ingredients together in a bowl : minced
garlic, soy sauce, calamansi juice (or use lemon), banana
catsup (or use tomato catsup), half of the ginger ale,
salt, black pepper. Leave ½ cup of the marinade plus the
sugar, aside for the grilling glaze. Pour the rest of the
marinade over the pork. Keep in a non-reactive container.
Cover with plastic wrap and refrigerate the pork overnight.
2. The next day, pre-soak the bamboo skewers in water for
about 20 minutes. Then skewer the pork pieces into each
bamboo stick, allowing approximately 6 to 7 pieces on each
one.

29
 3. Pre-heat the outdoor barbecue grill to a medium high heat.
Get ready with the grilling glaze set aside from the day
before, add the sugar and remaining ginger ale. Grill the
barbecued pork, about 12 minutes on each side while
rotating the skewers. Total grilling time should take about
30 minutes. Baste the pork barbecue every few minutes so
that it gets moist and shiny.
4. When cooked, serve hot on long platters and garnish with
tomatoes, cucumbers and green pickled mangoes or
some "achara", green papaya pickle relish.

Add a spicy note: If you want to make the marinade spicy

add a teaspoon or two of sriracha sauce or else 1 to 2 bird's
eye chilies ('siling labuyo' in the Philippines). Mix and
marinate according to directions above. This is an optional way
to add spicy flavors to the pork barbecue. When there are little
children around, I turn down the spice level and omit the spicy
ingredients.

Cook's Comments: I always add the sugar ingredient in the

marinade or glaze just before grilling the meat. This way, the
sugar does not crystallize or stay too long on the pork cuts
which causes the barbecued meat to harden.

Ingredients for Egg Drop Soup:

 3 cups chicken broth

 1 cup water
 2 eggs, beaten
 1 teaspoon grated ginger
 1½ tablespoon cornstarch
 2 tablespoons chopped green onion (optional)
 Salt to taste

Procedures in Making Egg Drop Soup:

1. Dilute the cornstarch in ¼ cup water. Stir and mix well.
Set aside.
2. Combine chicken broth and water in a cooking pot, Bring to
a boil.
3. Add the grated ginger. Cook for 2 minutes.
4. Pour-in the beaten egg. Stir.
5. Add-in the cornstarch diluted in water. Continue to stir
until the texture of the soup reaches your desired texture.
6. Add salt to taste.
7. Transfer to a serving bowl. Sprinkle green onions on top.
8. Serve. Share and enjoy

30
 CHAPTER IX:
MARKETING STRATEGIES

A. PRODUCT/SERVICE STRATEGY

Through packaging or labeling the Max’s Restaurant’s Pork

Barbeque and Egg Drop Soup, this will be the way of promoting
the business and assure the catchy labels and package of the
product when it will be served to the customers.

The plating of Max’s Restaurant’s Pork Barbeque will serve

together lettuce and lemon as observed in the picture, and the
container for the Pork Barbeque is traditional-like Filipino
made in which where sizzling sisig is usually plated, and it
will be served with vinegar and depends on the preference of the
customer. The Egg Drop Soup will be plated in a small-like white
container as shown in the picture below.

Together with the package deal, the unlimited Egg Drop Soup
will be offered.

 Target Market

The target market of Max’s Restaurant are “the class A’ and

B’s, and C, senior citizens and the balik-bayans Filipino
families with small incomes and large appetites owns the place”.
Since this is one of the big restaurants in the Philippines,
Max’s Restaurant’s target market is exclusively for the Class A
or the high income class, Class B or the upper middle income
class and Class C or the middle income class.

As observed, the Class C will be included in the target

market for the products offered. Since the focus of the resto is
only for Class A and B, through providing the new products for
the success of the business, it will be possible to include the

31
Class C on being the target market of the business as the
product will assure the fair market price.

 Brand Positioning

The brand positioning of the business is the process of

communicating the image of the brand into the minds of the
consumers. It will be the best way to make the brand stand out
in comparison to its competitors.

The brand positioning will be as follows:

1. MAX’S PORK BARBEQUE WITH EGG DROP SOUP

Freshly served and grilled pork barbeque, together
with the condiments, and unlimited soup.

2. MANG INASAL’S SM2

Savory hot-off-the-grill pork barbecue stick served
with a cup of rice.

3. REYES BARBECUE - Pork Barbeque(1 stick) meal

It is served with one stick pork barbeque, rice and
drinks.

As observed in the description, the brand positioning of

the product offered by Max’s Restaurant are unique, since the
entity offers unlimited soup, beneficial, since the entity can
fully satisfy their needs, and credible, in which the business
must perform and fulfill the promise of its position and for the
customers to build their loyalty in Max’s Restaurant, not only
as the ‘house that fried chicken built’ but also as a ‘house
that pork barbeque is freshly made’.

B. PRICING STRATEGY

The business used product cost estimation for its pricing

strategy.

PORK BARBEQUE
DIRECT MATERIAL (PER SERVING) PRICE
Pork shoulder or pork belly Php 80.00
Garlic Php 8.00
Soy sauce Php 8.00
Calamansi juice (the Filipino lime) Php 8.00
Banana catsup Php 5.00
Ginger ale Php 8.00
Brown sugar Php 4.00

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Black pepper Php 5.00
Bamboo skewer Php 12.00
Ingredients for condiments Php 42.00
TOTAL COST FOR PORK BARBEQUE Php 180.00

EGG DROP SOUP

DIRECT MATERIAL (PER SERVING) PRICE
Chicken Broth Php 40.00
Eggs Php 10.00
Ginger Php 6.00
Cornstarch Php 4.00
Green onion Php 5.00
Salt Php 2.00
TOTAL COST FOR PORK BARBEQUE Php 67.00

The total cost for pork barbeque and egg drop soup is Php
247.00. It will be reduced if there are instances and changes in
the competition, and will be increased if the inflation rate
drives up. The selling price for pork barbeque is Php 300.00.
The selling price must be higher than the total cost to gain
profit in every product served by Max’s Restaurant.

C. DISTRIBUTION STRATEGY

The Max’s Pork Barbeque and Egg Drop Soup is served and
released nationwide existing in 127 branches of the business. It
will be easier for the business to generate profit if the
distribution of the product will be widely known throughout the
Philippines. First, the company will conduct test marketing in
which identifying the taste of the product if these will be
applicable to market the product. If the test marketing result
is highly effective, the product commercialization will proceed
and distributed to the branches nationwide.

D. ADVERTISING & PROMOTIONAL STRATEGY

The advertising and promotional strategy of Max’s

Restaurant is through broadcast and print media, leaflets, and
direct sales promotions.

The advantage of the broadcast media is to easily look for

the main features and specifications of the Max’s Restaurant’s
Pork Barbeque and Egg Drop Soup and to make the commercial of
the product as catchy flow of story, and its price. The
broadcast media for Max’s Restaurant hires endorsers for the
product like Maja Salvador, Gabbi Garcia, and Kisses Delavin.

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 Through print media, Max’s Restaurant will be located in
the business or entertainment section of the newspaper since
readers are commonly reading those sections.

Max’s Restaurant will also provide leaflets and explain the

content of the product and then make a value proposition to
become attractive to the customers, like making a slogan, “Max’s
Restaurant, Hindi lang pang-chicken, pang-barbeque din”! and
“Max’s Restaurant, new home of freshly made barbeque”.

Max’s will hire a salesperson for the promotional strategy

of the product. It will be less cost compared to the TV
advertisement. It will be convenient for the customers to ask
questions regarding the product, and answer their concerns
immediately. Through direct sales promotion, it will also help
to drive up sales since the salesperson will formally introduce
the product to the customers visiting Max’s Restaurant.

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 CHAPTER X:
TACTICAL IMPLEMENTATION

These will be the marketing strategies of the business

together with its tactics, operating details, and timetable.

1. MARKET DEVELOPMENT
TACTICS OPERATING DETAILS TIMETABLE
Advertise the product
1a) Promote the Max’s
through broadcast and
Pork Barbeque and Egg
print media and direct January 2019
Drop Soup in the
selling promotions based
market.
on the marketing budget.
Assess the target market
1b) Establish three of the business through
(3) branches of Max’s market survey, demand January 2019
Restaurant per year. analysis, market share
and supply analysis.
Thoroughly examine the
1c) Hire and train
applicants whether the
additional sales
individual is effective August 2019
persons for the
speaker, and meet job
promotional purposes.
qualifications.

2. PRODUCT DEVELOPMENT
TACTICS OPERATING DETAILS TIMETABLE
2a) Determine the Conduct market research
market trends in the in the specific target January 2020
target market. market regarding trends.
Analyze the market trend
2b) Improve the
and come up with an idea
product features and
to strategize with the April 2020
specifications of the
content and product
existing product.
packaging and labeling.
Pick the target market
2c) Test the that the business wants
prototype of the to survey (e.g., remote
August 2020
product as a basis of areas of Davao) to test
its effectiveness. its effectiveness and get
their feedback.
After the test marketing,
2d) Indicate the determine their
customers’ level of satisfaction. If the
satisfaction in the result is low, improve. October 2020
newly developed If the result is high,
products. the product is now ready
to commercialize.

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 CHAPTER XI:
MARKETING BUDGET

The marketing budget for the promotion of Max’s

Restaurant’s Pork Barbeque and Egg Drop Soup is detailed in the
table shown below:

ADVERTISING MATERIALS COST PER YEAR

TV Advertisement Php 30,000,000
Newspaper Advertisement Php 7,500,000
Leaflets Php 200,000
Direct Sales Promotions Php 1,000,000
TOTAL Php 38,700,000

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 CHAPTER XII:
FEEDBACK AND CONTROL

ACTION PLAN 1: Promote the Max’s Pork TIMETABLE: January 2019

Barbeque and Egg Drop Soup in the market.

By the second week of March 2019, the advertising/promotion

in the newspaper, television, direct selling promotion, and
distribution of leaflets must be started. At the 1st week of
January, the marketing officers together with his/her staff must
formulate an idea of the best story of commercial published, the
design on the leaflet and newspaper, and the strategy for direct
selling. At the 3rd week, the department must submit the layout
of the flow of commercial, leaflet and newspaper design, and the
tactics for direct selling. At the 4th week of January, the
following endorsers applicable for the TV commercial such as
Kisses Delavin, Maja Salvador and Gabbi Garcia must be contacted
and have a briefing regarding the content of the product and the
flow of TV advertisement. At the 1st week of February, the
commercial shoot must be started and the photoshoot for the
layout of leaflets and newspaper ads. At the 3rd week of
February, the marketing department must finish the editing of
the commercial and layout for the presentation in the management
team. If the marketing strategy is completely done and approved
by the top management, by the second week of March 2019, it will
be commercialized throughout broadcasting in the leading network
companies in the Philippines.

ACTION PLAN 2: Establish three (3) TIMETABLE: January 2019

branches of Max’s Restaurant per year.

By the last week of December 2019, the establishment of

three branches of Max’s Restaurant must be completely finished.
Through market survey, demand and supply analysis, and
considering the macroenvironment factor of the target market,
the appropriate location for the said restaurant is easier to
search. By focus group discussion (FGD) or observation
technique, two of the types of qualitative research methods, the
purchasing behavior and motivation of the customers in a certain
area is well-identified in the first two months of the year. As
the business finds three appropriate location for the new
branch, by the middle part of the year, contact the construction
firm that will be responsible for the building of the
restaurant, and by the third or fourth week of the year 2019,
the branches of Max’s Restaurant is done and ready for the
operations.

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ACTION PLAN 3: Hire and train additional TIMETABLE: August 2019
sales persons for the promotional purposes.

Since the marketing officer is responsible for the

promotional purposes or direct sales promotion of the Max’s new
product offering, it’s time to hire and train additional sales
persons. At the 1st week of August, the job hiring must be done.
By the 4th week of August, the applicants must be contacted for
the job interview, and those who stood out in the interview will
be picked. Starting 1st week of September, the selection process
is conducted. After that, the successful applicant must be well-
trained by the human resource officer & marketing officer
regarding the nature of the job by the 2nd week of October. Then,
he/she is now ready for the job and promote the product.

ACTION PLAN 4: Determine the market TIMETABLE: January 2020

trends in the target market.

The market research for the current trends will be done by

one month from the 1st week of January until the 2nd week of
February, 2020. After the market research, the information
gathered must be well-identified and eliminate those who are
unnecessary for the next step. Make sure that the trend is
closely similar with the restaurant offers, and if it is not
closer, a certain adjustments must be taken.

ACTION PLAN 5: Improve the product TIMETABLE: April 2020

features and specifications of the existing product.

After the conduct of the survey for market trends, it is

time to improve the product features and specifications of the
existing product. At the start of April, the management team
will be brainstorming and generating ideas on the adjustments
taken for the products. Like for example, in the Max’s Pork
Barbeque and Egg Drop Soup, as an adjustment for Max’s, they
will try another type of barbeque. At the start of May 2020, the
important specifications for the adjustment of the existing
product must be applied and tested by the management team. At
June until July of the same year, the management will conduct
research on the packaging and labeling of the product that will
surely catch the buyers’ attention since through product
packaging or plating, the customers will be persuaded to
introduce the product into his/her friends and relatives as a
part of the business’ marketing strategy.

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ACTION PLAN 6: Test the prototype of TIMETABLE: August 2020
the product as a basis of its effectiveness.

At the first week of August 2020, the target customer for

the test of prototype of the product is determined. By the
second week until the third week of September of the same year,
the prototype testing had started and asking the target customer
in the area about the outcome of the product whether the taste
is good, the product quality is excellent, the price of the
product is in fair value, and the location of the market survey
is highly accessible. As a result, at the latter part of
September, the data are analyzed and interpreted whether it is
now ready for product commercialization and resulted that the
product is highly effective or the product will undergo to the
idea generation and screening for the improvement of a certain
product.

ACTION PLAN 7: Indicate the customers’ TIMETABLE: October 2020

level of satisfaction in the newly developed products.

After the data gathering process, indication of the

customers’ level of satisfaction in the newly developed products
is the next thing to do. If the satisfaction rating of the
survey gathered is high, it is now ready for the
commercialization of the product (refer to the Action Plan 1),
then if the rating is too low than what is expected, the Action
Plan 5 will be done again to make an adjustment for the product.
By the next month which is November, the advertisement of the
newly developed product, both broadcast and print media, will be
feasible.

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 CHAPTER XIII:
FINANCIAL PROJECTIONS

 Assume that there are 40 customers ordered Pork Barbeque

and Egg Drop Soup. The increase of customers per year is
15% per day.
 Assume that the cost of sales and pricing will increase 3%
per year.
 Assume that the branches is increased by three nationwide.

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