A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

Chapter 1
Introduction

In every School there is always a Canteen where different snacks and drinks

products are sold. A school utilizes a canteen to meet the foods and nutrition needs of

its students in order for them to have energy to accomplish the task that they would do

for the day. The canteen is not just for the extra profit of the school. The canteen staff

or personnel are the one who interact with the students and ask for their order. The

primary aim of the canteen is to cater food to the students as well to the teachers.

Nowadays the bankruptcies of a business are inevitable so market strategies are

important for a seller. The establishment and operation of school canteen in Guagua

National Colleges is important in developing love and interest in buying nutritious and

healthy food among students, making it possible for them to enjoy nutritious and

healthy food at affordable prices during the school day. According to (DepEd Order

no.8 of 2007), strongly said that “the canteen should also provide the student variety of

foods and dishes that enhance their skills and knowledge”. Along with the customer

satisfaction in the market strategies of the canteen vendors.

Nevertheless each student still has different taste and lifestyle. Some prefer

delicious mouth-watering food affordable prices. Others prefer cozy and classy

ambient not taking into consideration the prices of the food. Hence store design is one

factor that can affect the purchasing decision of a student. That is why store owners

must also take into consideration their stores design to build a better storage image.
 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

As a student in Guagua National Colleges where spend a large part of their active

hours at school canteen can be a significant source of foods purchased by students

including lunches and snacks. A healthy school food environment can also encourage

early development of healthy eating behaviours. As such, an important to all canteeners

marketing strategies.

This study mainly focuses on the Marketing Strategies of the Canteeners of

Guagua National Colleges. The researchers have chosen to study this topic because as a

student, we need a place where we are able to feel comfortable and satisfied during

canteeners is very relevant and beneficial to who ever may come across this research.

Background of the Study

The school canteen need to change their usually strategies in prepairing foods

where most of students and teachers in Guagua National Colleges that the foods did

commonly canteeners serve is not new to their taste.

“Market strategy refers to a business’s overall game plan for reaching prospective

consumers and turning them into customers of the products or services the business

provides. A marketing strategy contains the company’s value proposition, key brand

messaging, data on target customer demographics, and other high-level

elements.”( Adam Barone, October 07, 2019).

“Bankruptcy is the legal proceeding in involving a person or business that is unable

to repay outstanding debts. The bankruptcy processs begins with a petition filed with

the debtor, which is common or on behalf of creditors, which is less common. All of the

debtor’s assets are measured and evaluated, and the assets may be used to repay a

portion of outstanding debt.” (Alicia Juovilla, August 28, 2019).

 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

Bankruptcy may also affect your ability to obtain promotions or to be entrusted

with certain responsibilities (such as handling money).

“The ideas of marketing as it is in the modern era began during the time of

Industrial Revolution. This period spanned the late 18th century and lasted long into 19th

century. It was a time of rapid social change motivated by innovations in the scientific

and technological industries. ( James Hardy, September 14,2016).

Apparently, Guagua National Colleges’s canteen affecting their market strategies

by unchanging the foods on their menu. This affects their income because half of

population of school tasted already what are they usually buy. And the result, is the

declines of their income.

Developing an effective marketing strategy for a business is the key to growth,

expansion, and long-term success. (Sampson Quain, March 04,2019).

Research Methodology

This study was made to describe the Marketing Strategies of Guagua National

Colleges. Survey will be the use for data collection. The social survey questionnaire

will comprise open-ended questions that will be answered by their own thoughts,

feelings and opinion. Data collection strategy will be cross

Background of the Locale

The locale of this research is the canteen located in Guagua National Colleges.

Guagua National Colleges was founded by +Fr. Nicanor M. Banzali, former Parish

Priest of Immaculate Conception Parish, Guagua, Pampanga. Later in 1918 Guagua

National Institute (GNI) was founded.

 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

On June 1,1948, GNI reopened its doors in spite of uncertainty of a place to house

the school. In 1949 the Institute became a College, Therefore it rename to Guagua

National Colleges (GNC).

The early setting of the canteen before was provided with long tables where the

students eat. And the canteeners or canteen vendors used to serve and any kind of

softdrinks and sodas which is probihited today. The canteen staff’s at Guagua National

Colleges canteen was used to served common foods which are not new to student’s

tastes, some students are not going to the canteen to eat instead they packing their food

with them.

The researchers wish to propose this research to help the students to enjoy their

food due to canteen vendors’s new strategies in serving foods

Statement of the Problem

The purpose of this Phenomenological Study is to describe the Marketing

Strategies of the Canteeners of Guagua National Colleges from 2019 to 2020.

Specifically, this study will provide answers to the following questions:

1. What are the strategies they did when they encounter bankruptcy?

2. What are the foods that satisfy the students?

3. How did they market their product?

4. How did they can survive bankruptcy

Scope and Delimitation

 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

This study focuses on the marketing strategies of the canteeners of Guagua

National Colleges. The researchers regarding the services of the school, This research

is only limited for the students, parents, and school management of Guagua National

Colleges to know the strategies of the canteeners in terms of quality of the food that is

served.

Significance of the Study

Students- this research would give the students information on how the canteen treats

their foods.

Parents- this research would give the parents information about what they child eats.

They would be aware of the canteen staff treats their children and how the food that

they consume affect them..

School Management- this reseach would give the school detail description about the

canteen services and food. Thye result will give them new ideas and motivation for

change and improvement. It might also help enhance the relationship the school and

students.

Conceptual Framework

The Input-Process-Output is a graphical presentation of the course of action or

methodology of the study.

Figure 1: Input-Process-Output (IPO) Model

INPUT PROCESS OUTPUT

Essence of
Interview Marketing
Strategies of
Profile of the
the
Respondents
Analyzing canteeners of
Data Guagua
 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

In this figure, it will make you more easily to understand on how to produce the

output. It is the graphical forn that summarize all the important details in its simplest

form. This research need a lot of time and effort just to prepare all the materials that will

be evaluated and use.

Review of 4Related Literature

The school canteen is a great place to promote an enjoyment of healthy eating. For

students who use canteen regularly, the food purchased makes a significant

contribution to their total food intake and nutrition; therefore, it make sense to ensure

the best food possible is available to enhance the students ability to learn and take the

information presented to them in class.

According to Stef P.J. Kremers (2012) states that “In order to facilitate students to

make more healthy food choices and to develop healthy eating habits, it is important

that the school food environment is healthy.”

“The aim of the trial was so assess the effectiveness of multi-strategic intervention

to increase implementation of a state-wide healthy canteen policy” ( Luke,2017)

Kolter (2003) stated that “marketing strategiy is marketing logic according to.

which the business unit is marketing. Marketing stategy focuses on target customers.”
 A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.

Alicia Tuovila (2019) said that “bankruptcy offers an individual or business a

chance to start fresh by forgiving debts that simply cannot be paid by offering creditors

a chance to obtain some measure of repayment based on the individual’s or business’s

assets available for liquidation. In theory, the ability to file for bankruptcy can benefit

an overall economy by giving persons and businesses a second chance to gain access to

consumer credit and by providing creditors with a measure of debt repayment. Upon

the successful completion of bankruptcy preoceedings, the debtor is relieved of the debt

obligations incurred prior to filling for bancruptcy.”

According to Shaw, Eric (2012) “Marketing Strategy, from the origin of the

concept to the development of a conceptual framework. Journal of historical research in

marketing, there is a framework for marketing strategies..”

Adunna (2013) discussed that “ Along the line of canteen management is the need

for an improvement system to boost not only sales but also the efficiency of its

operations. In addition to providing with nutritious and affordable foods, the canteen

should be based on good management practices and the financially sefl-sustaining.

Experience shows that, with good management and marketing practices, a canteen a

small business. Like any business, it requires good management practices to be

efficient and successful.”

Mendoza (2009) stated that “Sanitation makes an important role in any food

service institution. Standard sanitation practice is important to be able to attain a

better health of the students and most specially the customer, because they are the

reasons why we established food institution.”

A Phenomenological Study on the Marketing Strategies of the Canteeners of GNC.