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 WEAKNESSES

 Advertisement/Endorsements  Slow Service

 Large Target market  Filipino Culture
 Market leader in the Barbecue Fast  Unhealthy food
Food Chain  Commissary struggles
 Accessibility  Customer Complain
 Efficient Commissary system  Lack Research for other countries
 Locally Adapted food menus  Cleanliness
(Filipino cuisine)  Gloomy Ambience
 Customer Satisfaction o Limited Space/Crowded
 Good Business Concept o Limited Menu
 Quality of Food o Product Availability
 Affordable price o Uncontrolled customer traffic
 Promotions (Unlimited rice): Free (Congested and crowded)
soup and complete condiments  Lack of Product Innovation
 Delivery Service  Inconsistent in Service
 Eco Friendly Packaging materials

OPPORTUNITIES THREATS

 New Brand Acquisition  Trend towards healthy eating

 Delivery  Similar business concept and service
 Expansion  Competition
 Franchise  Economic slowdown
 Technological  External changes (government, politics,
Advances/Development taxes, etc)
 International Expansion  Changing customer tastes
 Large Target Market  Global Financial Crisis
 Local Culture and Tradition 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 DISADVANTAGES
 Better Profits/Increase Profits  Costly
 Enhanced brand recognition  Requires investment of Time
 Promote your Product/Services
 Gain more clients
 1. Product Innovation 2. Promotions: Marketing
 Additional Menu/Varieties of Campaign
healthier food choices  Continuous serving of Unlimited
 Bigger Chicken rice/Free soup
 Packaging  Tie-up Promotion
 High Quality Foods  Combo meals/Barkada meals
 Ensure the freshness and quality of  Educational advertisement
the food  Other Promos
3. Place 4. People
 Strategic Locations  Conduct orientation for staff
 Accessibility  Personnel delegation: to delegate
 Online delivery system rightful and trustworthy personnel to
 24hours operation run the company
 Trainings
 Good customer services

5. Process 6. Store Environment

 Minutes of processing foods/develop  Maintain Cleanliness
speed  Sanitary Procedure
 Standard serving of foods  Innovation on store ambience/design
 On-time Delivery  Well-groomed staff
 Consistent quality  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.

Advantages
 New brand image
 Innovated/Improved
 Aligned with technological issues
Disadvantages
 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.

ACA #3. Facilitate competitive analysis.

 Cons

 Identification of the problems of  Expensive

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.
 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

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.