I.

MANAGERS VIEWPOINT:
Fast Food industry is known as a quick serve restaurant flourishing business not only in
the Philippines but also in other countries. It has been observed that this business grows as time
goes by and we witness the popularity of fast food is spreading rapidly among many people due
to the following three main reasons: good taste, convenient time, and price.

II. TIME CONTEXT: 2010-2012

III. SHORT HISTORICAL BACKGROUND:
Mang Inasal (Hiligaynon for Mr. Barbecue) is a barbecue fast food restaurant chain in
the Philippines established in Iloilo City in 2003. It is one of the fastest growing food companies
in country specializing in grilled chicken. The company was started by Edgar Sia II, a young
enterprising architect who owned his first business at the age of twenty. He engaged in the food
business at twenty six years of age, opening the first Mang Inasal branch in December 2003 at
the Robinson's Mall Carpark in Iloilo City. The restaurant was an instant success despite stiff
competition from other more established grilled food restaurants. The branches were first opened
in the Visayan region, then to neighboring Mindanao to its south, before spreading to Metro
Manila. The company started franchising in 2005. By 2008, Mang Inasal had 23 restaurants
opened, with ten being franchised.

In October 2010, 70% of Mang Inasal was acquired
by Jollibee Foods Corporation, the largest food chain company in the country, for P3 billion
($68.8 million). As of March 2014, the chain has grown to about 460 stores.

IV. STATEMENT OF THE PROBLEM:
How can Mang Inasal sustain its success despite the stiff competition?

V. AREA OF CONSIDERATION:
STRENGTH

Advertisement/Endorsements
Large Target market
Market leader in the Barbecue Fast
Food Chain
Accessibility
Efficient Commissary system
Locally Adapted food menus
(Filipino cuisine)
Customer Satisfaction
Good Business Concept
Quality of Food
Affordable price
Promotions (Unlimited rice): Free
soup and complete condiments
Delivery Service
Eco Friendly Packaging materials

WEAKNESSES

Slow Service
Filipino Culture
Unhealthy food
Commissary struggles
Customer Complain
Lack Research for other countries
Cleanliness
Gloomy Ambience
o Limited Space/Crowded
o Limited Menu
o Product Availability
o Uncontrolled customer traffic
(Congested and crowded)
Lack of Product Innovation
Inconsistent in Service

OPPORTUNITIES

New Brand Acquisition
Delivery
Expansion
Franchise
Technological Advances/Development
International Expansion
Large Target Market
Local Culture and Tradition

THREATS

Trend towards healthy eating
Similar business concept and service
Competition
Economic slowdown
External changes (government,
politics, taxes, etc)
Changing customer tastes
Global Financial Crisis
o Sanitary Standards



VI. ALTERNATIVE COURSES OF ACTION:
ACA #1. Revolutionizing the Marketing Mixes.
Marketing Mix: is the set of controllable, tactical marketing tools that a company
uses to produce a desired response from its target market. It consists of everything that a
company can do to influence demand for its product. It is also a tool to help marketing
planning and execution.





ADVANTAGES
Better Profits/Increase Profits
Enhanced brand recognition
Promote your Product/Services
Gain more clients
DISADVANTAGES
Costly
Requires investment of Time

1. Product Innovation
Additional Menu/Varieties of
healthier food choices
Bigger Chicken
Packaging
High Quality Foods
Ensure the freshness and quality of
the food
2. Promotions: Marketing
Campaign
Continuous serving of Unlimited
rice/Free soup
Tie-up Promotion
Combo meals/Barkada meals
Educational advertisement
Other Promos
3. Place
Strategic Locations
Accessibility
Online delivery system
24 hour operation


4. People
Conduct orientation for staff
Personnel delegation: to delegate
rightful and trustworthy personnel to
run the company
Trainings
Good customer services

5. Process
Minutes of processing foods/develop
speed
Standard serving of foods
On-time Delivery
Consistent quality

6. Store Environment
Maintain Cleanliness
Sanitary Procedure
Innovation on store ambience/design
Well-groomed staff
Signage designs

ACA #2. Changing the brand image into something new
Brand is the "name, term, design, symbol, or any other feature that identifies
one seller's product distinct from those of other sellers."
[1]
Brands are used
in business, marketing, and advertising.












ACA #3. Facilitate competitive analysis.
Advantages Disadvantages
New brand image
Innovated/Improved
Aligned with technological issues

Expensive
Time-consuming
More promotion efforts needed
Old fans of Converse dissatisfied
with the new image. There is a
possibility of losing Chuck Taylor
customer base.










VII. CONCLUSION AND RECOMMENDATIONS:
I highly recommend the ACA #1 with the use of revolutionizing the marketing mixes.
Mang Inasal should continue the promotion of their own style barbeque chicken and unlimited
rice. Employees should have proper training of cleanliness and sanitary procedures. Mang inasal
should continue strengthen its existing branches and should focus on the quality products that
provide consumer satisfaction and add value to them. And also they should conduct feasibility
for possible international expansion. They must ensure the freshness and quality of the food and
must increase operational efficiency.



Cons
Identification of the problems of
the environment
Enables you to identify gaps in
the market for products, services
or initiatives.
Assists you to price your goods
and services both competitively
and strategically.
Might give your ideas for new
technology and methodology that
could be applied within your own
organization.


Expensive
Time-consuming
Involves a commitment of
resource which will have an
inherent cost to the business.
Flawed analysis of competitors
might result in making poor
business decisions
Too much focus on the activities
of competitors might lead a
business into becoming reactive
instead of proactive, resulting in a
lack of innovation and a lack of
unique identity in the market