I.

BACKGROUND OF THE STUDY

Mini-Stop Building up the warmest and friendliest convenience store

On May 29, 2003, Robinsons Convinience Stores, Inc. opened its Ministop store in Espana. This
latest development came a long way from its first Ministop opened at the MRT Central Station in
December 2000. Its number of store climbed up since then to become a unique combo store,
combining fast food with grocery product.

In the Philippines, Ministop is the only convenience store that serve in-store prepared food
products with dine-in corner for consumers, targeting the B and C households in Metro Manila.

The advanced warehouse management system, under the consulting agreement with Best
Logistics Partners of Ryoshoku, the biggest logistics company in Japan, and the latest technology
employed RCDI in distribution ensure efficient and timely delivery of quality products.

II. PROBLEM STATEMENT

How can Ministop increase their revenues despite of top competition with 7-Eleven and Family
Mart?

III. OBJECTIVES

o To increase the sales.

o To satisfy the customers through delivery to ensure their safety.

IV. AREAS OF CONSIDIRATION

The continues growth of BPO Companies in the Philippines

According to Nikki Natividad of Rappler, one of the most robust sector in the
Philippines right now is the information technology and the Business Process Outsourcing
(IT-BPO) sector. The IT-BPO sector has also proven to be the largest and fastest growing
industry in the Philippines.

Nielsen Philippines Managing Director Stuart Jamieson also stated that, face-to-face
interviews with call center workers prefer food and beverages that are quick and easy to
prepare given the typical 10:00 p.m. to 6:00 a.m. work schedule, with respondents noting
quick preparation times and the energy boosts provided. Some employees of the BPO
Companies like to spend time to a convenience store especially to those who are working at
night shift. They want to feel relax from their after work.

Consumers want to be able to buy something on their smartphones, without having to

turn on a PC. If they have a happy and efficient experience, strong loyalty will result and
they might tell others via social media. Jamie Turner, technical director and founder of
Postcode Anywhere, has based his business on knowing what the customer wants and
delivering it effectively.

Let's face it, not everyone has the time to wait around for deliveries, so more certainty
is required. Standard delivery will suit some customers, and many would prefer to wait
longer and have free or cheaper delivery. Even though theres an additional expenses, its
time-friendly. They will not be able to go to Ministop store instead they just communicate to
the staff and choose what products they will like.

V. SWOT

Strength Weakness

They franchised their stores for low They have poor customer service; lots
fees. of complaint receives.
Implementing products and services Lack of empowerment by their
differentiation. franchises.
High growth rate. Poor use of points of sale information
management system.
Opportunities Threats

They can expand their areas sub
divisional condominiums. (Economic)
Booming call centers industries.
( economic)
Building strong business relationships
through franchising (Economic)
Lot of competitors like 7/11, family
mart, mighty mart and other small
neighborhood groceries. (Economic)
Tax changes. (Politico-legal)
Increasing of crimes in some of the
branches. (Politico-legal)

VI. STP

Geographic:
- Metro Manila
- Assuming that Ministop has estimated branches of more or less 500 store.
Demographic :
- 18-35 years of age
- Male and Female
 - Students, BPO sectors, condominium tenants, passersby and families living
nearby the branch.

POSITIONING

To the millennials who wants to chill or hang out with their friends and families.
Ministop invites you to go to their store anytime, anywhere. They offer deliveries, any kind of
food products you like. Using our Tagline, we assure you that we can satisfy your needs.

TAGLINE:

Have your fill at MINISTOP!

VII. Theoretical Framework

Ansoffs Matrix

BTL
 VIII. Alternative Courses of Action

ACA #1: Practice on cash delivery using Food Panda, establishing Ministop near
BPO companies and using IMC.

PROS: For delivery, to ensure security to the customers and time friendly. For the
BPO employees they want a quick and easy preparation

CONS: Additional expenses.

ACA #2: Putting up Ministop in the province.

PROS: Penetrating other market in the provinces.

CONS: It is not effective in the provinces since ministop is 24/7 open, because the
people there are sleeping early.

ACA #3: Low prices.

PROS: To attract more customers and gain customer loyalty

CONS: It is a convenient store so why should the management implement low

prices since it is 24/7 open.

IX. RECOMMENDATION

For the solution, we recommend the:

- Practice of on-cash delivery, using Food Panda, establishing Ministop near

BPO Companies using IMC

X. IMPLEMENTATION

When we are talking about convenient stores like 7-Eleven, Ministop and Family Mart, we
always refer to ready-to-go products or ready to eat products. But the thing is, these stores do not have a
delivery so we came up this idea that ministop should conduct a on-cash Delivery using Food Panda. We
recommend this strategy because we are also considering the numbers of our manpower. In this case, the
customers don't need to spend that much for their foods. It will also help them to save time, especially to
those people who lived in the condominium. It will give them a big help and that is why we came up this
ideaWe also recommend that the company should establish a new ministop stores at the cities like
Mckinley Hill and the known landmark which is Venice Grand Canal in Taguig.