International Business College

ABE Las Pias Campus

Chapter 1
I. Introduction
A birthday is an occasion when a person or institution celebrates the
anniversary of their birth. Many countries celebrated it, but do not priorities it
too much. For Filipinos it is a different story. They love it. For Filipinos, a
birthday is a time to honour a person, to honour their life and give thanks
giving to god the gift of being alive.

Thats why many businesses in the Philippines offer a different party

package to take advantage of this opportunity for them to earn money. As
time passes by, the numbers of businesses who offers it get doubled its time,
wherein they need to compete to each other for them to be on top of the
competition.

McDonalds is one of the businesses who are known for its birthday
party package who also serves best tasting foods in the market, with 400
stores nationwide and with more than 119 worldwide. It is been introduced by
George T. Yang as he was awarded to be the first franchisee in the
Philippines in the year 1981.

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The study will focus on the McDonalds Pontevia; on achieving their
Party sales thru improving its marketing strategy. McDonalds Pontavia is
located at Daang Hari Road, Almansa Dos, Las Pias City, Philippines. It is a
Company Owned Store by the first franchisee, is known for their big dining
area, and good location for travelers who are looking for a place to eat,
because it is located strategically along the high way and for the residences
who live in the residential area near them, they have drive thru, fine dining
area, function room, and delivery team.

The store is good at sales for its dine inn/take out, delivery, drive thru,
bulk orders, but not for its Party Package, as we gathered information we
found out that the store is having difficulties achieving its target sales for the
past three(3) months, from Nov. 2015 until March 2016, particular to their
party package sales.

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1.1 Background of the Study

History of McDonalds; McDonalds Pontavia

In the late, 1940s, the brothers Richard and Maurice McDonald

McDonalds were searching for a way to improve their little drive-in restaurant
in San Bernardino, California U.S.A; They invented an entirely new concept
based upon speed service, low prices, and big volumes. Word of its success
spread quickly, in 1952 they had more than 300 franchising inquiries a month
from all over the country. Joining of Ray Kroc in 1954 and foundation of the
company that evolved into McDonalds Corporation was the major turning
point in the history of McDonalds. McDonalds now is the largest and bestknown food service retailer, with over 36,000 restaurants in 119 countries in
the world.
George T. Yang opened the first McDonalds restaurant in the
Philippines in 1981, as he was awarded by McDonalds to be the first
franchisee in the Philippines, McDonalds has grown to become one of the
countrys leading fast food chains with more than 400 restaurants nationwide.
McDonalds is now a multi-billion peso company that continues to grow
serving Filipinos all over the country.

McDonalds Pontevia is one of its branches located at Pontevia, Daang

Hari Road, Almanza Dos, Las Pinas, Manila. It is a company owned store
built and started its operation last March 3. 2012. Who offers the usual
product of McDonalds, with dining/take out, drive thru, bulk order, and

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birthday party package. The store has a good sales report since they started,
but for the last six months they have a problem of meeting their target sales
for party package, the researcher gathered the data of Party Package sales
from Nov 2015 - March 2016

Improving their marketing strategy for their Party Package will address
this problem of McDonald Pontevia particular to the unmet target sales. This
could be the best way to help the management of achieving their targeted
sales. What the researchers propose is to improve their marketing strategy of
McDonalds Party Package thru Local Advertising, Promotional Activities, and
affordable pricing.
McDonalds Partty Package

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1.2 Statement of the Problem

McDonalds Pontevia

1.3 Objectives of the Study

Improving the Marketing Strategy of McDonalds Pontevia will help
them on achieving their target sales for Party Package. This study will
improve the Party Package Marketing Strategy by;

Local Advertising

Affordable Pricing, and

Promotional activities

These three (3) will help them improve their Marketing Strategy to
address the Problem of not meeting the Party Package Sales. The study also
aims to end this phenomenon and achieve the Party Package Sales for the
following months.

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1.4Scope and Limitation

The scope and limitation of the study will focus only on the
Party Package of McDonalds Pontevia which is helping them achieve their
target market thru improving the marketing strategy of it, by means of Local
Advertising, Affordable price, and promotional activities.

Chapter 2
II. Conceptual Framework

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Local Advertising

Sales Growth
Affordable
Pricing

FIGURE 1
FRAMEWORK OF SALES GROWTH OF MC DONALDS PONTEVIA PARTY
PACKAGE

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The research framework illustrates how Mc Donalds Pontevia will boost the sales of
their party package program. This framework shows three (3) strategies for Sales
growth to achieve the objective in increasing and meeting their store target. It
includes Promotional Activities, Affordable Pricing and Local advertising.
Local Advertising- The researchers target market are the people residing in
the villages near the store location. Posting tarpaulins and posters inside the
villages will help in disseminating information about the party package program of
McDonalds Pontevia. This method is effective to attract TC (transactions) and
encourage the residents to inquire about the party.
Promotional Activities Existing 10 % discount for Party package worth
10,000 helps in getting more transaction count however, giving Novelty and token of
ppreciation to customers who availed the party package will draw more TC to Mc
Donalds Pontevia success.

Affordable Pricing- Because of the competition among QSR who avails Party
Package Program, the researchers propose to give customers more value for their
money by giving high competitive prices for the party package itself. The products
serve are high in quality yet affordable for all classes of Society.

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2.2 Operational Framework

INPU
INPUT
T

INCREASE IN
THE NUMBER

PROC
ESS

1. PROMOTION
AL
ACTIVITIES

OF PARTY
INQUIRY OF
THE STORE

2. LOCAL

OUTP
UT

ACHIEVE
SALES TARGET
OF PARTY
PACKAGE

ADVERTISEM
ENTS

PROGRAM OF
THE STORE

FIGURE 2

OPERATIONAL FRAMEWORK OF THE PROPOSED SOLUTION TO ACHIEVE SALES GROWTH OF PARTY PACKAGE PROGRAM OF
MCDONALDS

The key to increase sales is to raise awareness about the Party Package, and to
increase people to inquire and acquire the product of McDonalds Pontevia.

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Chapter 3
Methods and Procedure
This chapter presents the methods to be used in the study. It also
describes the subjects of the study, the instruments used, the procedure of data
gathering, and the statistical treatment of the data.

Research Design
The researcher will solve the problem of McDonald Pontevia about
their Party package sales thru improving its marketing strategy. The primary
source of data came from the management of McDonalds Pontevia,
Secondary data sources came from published articles from the internet and
some case study of BS Business Administration Student. The researcher will
gather data, collate case studies of previous students of ABE, arrange
interviews; and make a content analysis of the collected documentary and
verbal material. Afterwards, the researcher will summarize all the information,
make a conclusion, and provide insightful recommendations on the

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effectiveness of improving the marketing strategy of Party package sale, thru
local advertising, affordable pricing, and promotional activities.

SETTING OF THE STUDY

The study took place at McDonalds Pontevia located at Pontevia,
Daang Hari, Almansa Dos, Las Pinas City, Philippines, and to the residents
who live near. The study will focuses on the Residents, customers, and its
management.

SOURCES OF DATA
The sources of data that the researches have used in their study
are split into two groups; namely sources of data that is directly observed,
and sources of data that is indirectly observed.
a. Directly Observed.
- Conducted Surveys among customers of McDonalds Pontevia
- Observation of the current inquirer of Birthday Party Package
- Discussion with Colleagues and Fellow Researcher

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Interview with managers of McDonalds Pontevia

b. Indirectly Observed Data

-

Literature Study of their researchers

Advice of Instructor

Research thru internet

Procedure of the Study

Before starting the study, proponents started investigating,
observing and collecting the information needed in the research. To start the
study, the researchers get the sales statement of Birthday Party Package to
find out whats the problem theyre facing and to make some improvements
and changes of it. After Planning and brainstorming the researchers started
to create a new improve marketing plan. Then the new improve marketing
plan will address the problem of McDonalds Pontevia about their unmet
target sales of birthday party package. The new Marketing Plan will
afterwards be apply by the management of McDonalds Pontevia.

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Respondents of the Study

The general population for this study will be composed of the

residents who live near the store and their actual customers during the
survey. The researchers will get 10 respondents from the residents and also
10 respondents coming from the actual customers.

Sampling Techniques
The researcher will use random sampling technique. First the
researchers will group the respondents into two (2), the actual customers and
the residents who live near, and set up two (2) different sets of questioners,
then randomly pick respondents for its set.
To facilitate the sampling, the researchers will personally seek some
volunteers coming from the residents who live near to become respondents;
on the other hand the researchers also seek the management of McDonalds
Pontevia for giving out the questioners to their customers.

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Instruments to be Used

When these three (3) strategies are effectively executed and done by
McDonalds Pontevia, the chance of achieving their store targets will more likely to
be reached.

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