A r a u l l o U n i v e r s i t y – P H I N M A E d u c a t i o n N e t w o r k

C o l l e g e o f M a n a g e m e n t a n d A c c o u n t a n c y

B r g y . B i t a s , C a b a n a t u a n C i t y

Multi-Level Marketeam

MARKETING PLAN

Submitted by:

Darianne Joy R. Victoria

Christine P. Cruz

Christopher James Jimenez

Patricia Joie M. Clamonte

Janine V. Lucas

Raymark Amagan

2BSA-1

Submitted to:

Mr. King Abrian S. Gabriel

(Marketing Professor)

I. INTRODUCTION

i. Brief Description

Lamarang steaks and seafoods restaurant started in 2000, with the name “kainan

sa bukid”. Its former name was thought by people as “tagpuan sa bukid” wherein

customers are entertained by GROs that’s why, Arturo Pajarillo, the owner, decided to

change the name.

Until one night, Rosemarie Peralta Pajarillo, his wife, dreamt about a fish called

Lamarang. It is a kind of fish better known as Golden Dorado, which is commonly found

in Central and East-Central South America From that time, “kainan sa bukid” was

changed into “Lamarang”.

Lamarang is located at 742 Purok 8 San Juan Accfa, Cabanatuan City. As the

name suggests, Lamarang offers steaks and seafoods. Aside from these, it also offers

exotic foods (e.g. Adobong Salagubang, Chicharon Balat ng Sawa, etc.). Lamarang has

met the most of the Filipino’s sense of taste. Lamarang does not only offer delicious

foods but also offers it at a low cost. It is known for its large servings which the

customers love to have – “Sulit” as a term in Filipino.

Lamarang can accommodate maximum of 700 persons including function hall and

VIP rooms. They offer catering services for all occasions (e.g. birthdays, wedding,

baptismal, etc.). They are open from 9:00am until 11:00pm. Their specialties are Gising-

Gising (Php150 good for 4-5 persons), Buttered Chicken (Php240 good for 4-5 persons),

Crispy Pata (Php280 good for 4-5 persons), Fish Fillet (Php150 good for 4-5 persons),

Sisig (Php 150-200).

Last January 22, 2012, Arturo Pajarillo was shot dead. His family decided to

continue the business under his wife’s name.

ii. Mission and Vision

Mission: "To provide best-tasting Pinoy food with affordable price, while building a

successful relationship with our customers and our supplier; to provide continued

customer satisfaction through our sociable employees; and to earn the trust of family and

friends.”

Vision: “To be one of the outstanding pinoy restaurants in the region, with passion for service

delighting our customers whom we see as the essence of our industry."

iii. Milestones

2000 Lamarang was established.

2002 The name “Kainan sa Bukid” was changed into “Lamarang”

2010

April 28 Lamarang was recognized by SOOO PINOY “The national search

for the Ultimate Pinoy Dish” as a nominated restaurant serving

Adobo, Bulalo and Gising-Gising. (see appendices)

Sept. 4 Kapuso Mo, Jessica Soho, a TV show, featured Lamarang about

their specialty, Gising-Gising, for having an extra-special

spiciness. (see link at appendices)

2011

June 18 Kapuso Mo, Jessica Soho, for the second time around, featured

Lamarang for serving different exotic foods, particularly Adobong

Salagubang. (see link at appendices)

II. TARGET MARKET

i. Demographics and Psychographics

Demographics:

Residents of Cabanatuan

Male/Female

Adults, Teenagers, Kids

Employees, Professionals, Students

People whose income is not less than 5,000

Psychographics:

Pinoy food lovers

Steaks and seafoods lovers

Exotic food lovers

Busy people with little time to cook for their families

People seeking for relaxing place

ii. Market Share

The following are the list of direct competitors of Lamarang and their brief description:

Haring Solomon – owned by Mary Ann Tagle, managed by Rosemarie Lorenzo,

located at Sangitan, Maharlika High way, Cab. City, 3 years of existence, can

accommodate maximum of 300 persons, specialty: seafood special (Php 300 good

for 3 persons)

Charcoal Grill – owned by Leticia Talavera, almost 25 years, located at Dicarma,

Cab. City, can accommodate 100 persons, specialty: crispy pata (Php380 good for

3-4persons), Gising-Gising (Php200 good 2-3 persons)

Savanna’s (formerly Celondes) – owned and managed by Cherry Santos, located

at Sumacab Este, Cab. City, started last January 2012, can accommodate

maximum of 150 persons, specialty: Kalderetang Kambing (Php150 good for 3

persons), Gising-Gising (Php150 good for 3 persons)

Ceslyn – owned by Cesar Garcia, managed by Sam Calaoagan, located at Kapt.

Pepe, Cab. City, 15 years of existence (since 1997), can accommodate maximum

of 200 persons, specialty: Crispy Pata (Php280 good for 3), Gising-Gising

(Php130 good for 3), Sisig (Php130 good for 3 persons)

De Luxe – owned by Engr. Izzy Yee, supervised by Manuel Del Rosario, located

Burgos St., Cab. City, started in 1936, can accommodate maximum of 50

persons, specialty: Crispity Pata (Php350 good for 3 persons), Lapu-lapu (Php600

good for 3-4 persons)

Note: Those cited above are competitors given by the owner of Lamarang, their basis

are the type of food they offer and the kind of service they provide. We added De

Luxe and Ceslyn because according to their manager/supervisor, they consider their

restaurant as a seafoods restaurant.

Number of daily customers:

Lamarang – 100-300 persons (average of 200)

Haring Solomon – 50-70 persons (average of 60)

Charcoal Grill – 40-70 persons (average of 55)

Savanna’s- 20-50 persons (average of 35)

Ceslyn – 50-100 persons (average of 75)

De Luxe – 70-150 persons (average of 110)

Note: Those cited above are given and estimated by the managers/owners of each firm.

To compute the market share:

Market Share = ___________Firm’s Ave. No. of Customers____________ Total Ave. No. of Customers (Lamarang & Direct Competitors)

= ________200_________200+60+55+35+75+110

= _200_535

= 37.38% or 37%

20%

6%

5%

19%

40%

11%

Market Share (Direct Competitors)

LamarangHaring SolomonCharcoal GrillSavanna'sCeslynDe Luxe

The figure above shows that Lamarang has the biggest market share among its direct

competitors.

The following are the list of indirect competitors of Lamarang and their brief description:

Rosenda’s – owned by Rosemarie M. Dallo, supervised by Judith Ramos, located

at Dicarma, Cab.City, can accommodate maximum of 100 persons, specialty:

Crispy Pata (Php395 good for 4-5 persons), Pork Sisig (Php155 good for 2-3

persons), Seafood Caserole (Php235 good for 2-3 persons)

Plaza Leticia – owned by Leticia Uy, under NE Food Group, Inc., located at

Maharlika Highway, supervised by Marlene Sandoval, can accommodate

maximum of 1,000 persons

Rustica (Cabanatuan Branch) – owned by Evangeline Balingit, located at

Maharalika Highway, Cab. City, 6 years of existence, its main branch located in

Tarlac, can accommodate maximum persons of 200 persons, specialty: Crispy

Pata (Php350 good for 4-5 persons), Sinigang sa Misu (Php230 good for 4

persons)

Vicentico’s – owned by Ma. Priscilla Salazar Guiterrez, located at Del Pilar St.,

Cab. City, can accommodate maximum of 200 persons,

Priscilla’s – owned by Ma. Priscilla Salazar Guiterrez, supervised by Ms. Maggie,

sister company of Vicenticos, located at Maharlika Highway, Cab. City near

Robinson’s Mall, since March 28, 2011, can accommodate maximum of 200

persons (function hall included), it offers more catering services than regular

dining services, specialty: Crispy Pata

Note: Those cited above are competitors which offer different products that satisfy the

same needs.

Number of daily customers:

Lamarang – 100-300 persons (average of 200)

Rosenda’s – 50-100 persons (average of 75)

Plaza Leticia – 150-400 persons (average of 250)

Rustica – 100-150 (average of 125)

Vicentico’s – 50-100 (average of 75)

Priscilla’s – 10-20 (average of 15) *

Note: Those cited above are given and estimated by the managers/owners of each firm.

*based on non-occasional services

To compute the market share:

Market Share = ___________Firm’s Ave. No. of Customers____________ Total Ave. No. of Customers (Lamarang & Indirect Competitors)

= ________200_________200+75+250+125+75+15

= _200_740

= 27.03 % or 27%

27%

10%

34%

17%

10% 2%

Market Share (Indirect Competitors)

LamarangRosenda'sPlaza LeticiaRusticaVicentico'sPriscilla's

The figure above shows that Lamarang has the second biggest market share among its

indirect competitors.

To summarize the market share of Lamarang between direct and Indirect competitors:

Lamarang19%

Rosenda's7%

Plaza Leticia23%Rustica

12%Vicentico's

7%

Priscilla's1%

Haring Solomon6%

Charcoal Grill5%

Savanna's3%

Ceslyn7%

De Luxe10%

Market Share (Summary)

III. SITUATIONAL ANALYSIS

i. SWOT Analysis

STRENGTHS WEAKNESSES

best-tasting food at affordable price

peaceful location (ambiance)

exotic foods offered

function hall (for big occasions)

specialty: Gising-Gising, Crispy Pata,

Buttered Chicken

Prices are cheaper than competitors

Popularity

Sociable Employees

New recipes offered

Well-skilled cook

Accessibility

No delivery service

No formal cook training

Not enough space for large groups of

customers

OPPORTUNITIES THREATS

Radio Advertisement

Plant Expansion

Branch out

Newspaper Advertisement

Formal training and seminars for

employees

direct and indirect competitors

fortuitous events

ii. PEST Analysis

POLITICAL FACTORS ENVIRONMENTAL FACTORS

Government regulations regarding

sanitation, health and food

standards (including taxes and

permits)

Political climate

Fortuitous events (typhoons,

earthquakes, etc.)

Resources are beginning to be

destroyed and lessen (dynamite

fishing and fine net usage)

SOCIOECONOMIC FACTORS TECHNOLOGICAL FACTORS

Inflation Rate

Cost of capital

Growing population in Cab. City

Increasing income of consumers

Increasing change of eating habits

towards healthier food

Fast-changing taste and preferences

of customers

Relative number of people

preferring to eat out frequently

Cultural variations (ex. Muslims

and Hindus)

Modern cooking technology helps

for better production

Developments of seasonings

Development in food preservation

iii. Porter’s Framework

Porter Five Forces

New Entrant*Savanna’s

COMPETITORSDirect Competitors

*Haring Solomon*Deluxe

*Charcoal Grill*Ceslyn

Indirect Competitors*Rosenda’s

*Plaza Leticia*Rustica*Pablo’s

*Priscilla’s*Vicentico’s

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

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

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