Chapter 1

INTRODUCTION

Rationale of the Study

When discovered just in wellbeing sustenance store, natural nourishment is

presently a customary component at most general stores and eateries. "Organic" alludes

to the way ranchers develop and process rural items, for example, natural products,

vegetables, grains, dairy items and meat. Natural cultivating hones are intended to meet

the accompanying objectives: Improve the quality of the soil and water, reduce

contamination, provide sheltered, solid domesticated animals environments, enable

characteristic domesticated animals conduct and advance a self-maintaining cycle of

assets on a ranch. When hearing the word “organic”, words such as pure, clean, and

environmentally friendly come to mind. The market for Organic Food in the Philippines

has steadily grown over the previous years. Eating healthy, practicing environmental

safety and purchasing natural have turned into a famous direction for living for some

recently changed over wellbeing buffs.

In the Philippines, the expression "natural cultivating" is inexactly utilized. What

is truly the genuine significance of the term? It involves on three issues. One is the non-

use of compound contributions to terms of manure, pesticides, herbicides, and so on.

Second, it must be non-GMO meaning, no utilization of hereditarily adjusted creatures.

The third one, which is the most critical, is the issue of manageability. The third one,

which is the most imperative, is the issue of manageability. This implies any cultivating

framework that depends on non-inexhaustible asset like oil can't be manageable. At the

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end of the day, our cultivating framework ought not make contamination or toxin.

Everything ought to be reused.

During the 1980s, Mrs. Victoria Wallace a nurse that is based in New York chose

to come back to the Philippines after her significant other had kicked the bucket. Wallace

backpedaled to the nation with her youngsters and obtained an ostensible real estate

parcel where she developed vegetables, which she sold to her kids' colleague. Wallace

likewise began offering bread that was not very sweet to suit the palates of her outside

neighbors. Before long, Wallace procured four laborers for help with private venture that

she started in 2001. After eight years, the business ventured into a developing

undertaking with 232 workers, the greater part of them are ladies.

The Bohol Bee Farm is a natural and unwinding spot to be. Proprietor and Chef

Vicky Wallace plans heavenly dinners naturally developed vegetables in her

homestead—from squash biscuits, vegetable lasagna to her uncommonly blended

espresso from broiled corn and wild berries. All that they do at Bohol Bee Farm is

adapted towards empowering and moving the agriculturists to rehearse Organic

cultivating.

Through the years their business grew day by day, year by year and now their

business is well known all over the Philippines. Strategies and adapting changes have

been one of the problems of The Buzzz Café of Bohol Bee Farm. The researchers chose

to study about the Marketing Strategy since The Buzzz Café of Bohol Bee Farm is in

need of it. They don’t have an existing Marketing Team to promote their business, drives

sales of its products or services and strategies. They are looking for people who would

study and who could help them understand their business and that they are in need for a

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Marketing Team. They have a significant impact on the productivity of the business.

They characterize parts that mirror the qualities of your items and dole out duties

regarding accomplishing the business execution required by the organization. At the point

when the promoting methodology expands on the parts gone up against by the individuals

from the group, they can set achievable targets and assume liability for meeting the

destinations.

Their business is known already in Bohol and they already had communications

with their customers who are ready and available. Their goal is to make potential

customers know and learn about The Buzzz Café’s offerings. The restaurant will be given

a chance to progress, succeed and learn more about how promotion runs or works on

products.

The Buzzz Café of Bohol Bee Farm needs a Marketing Team because the heart of

the business lies in marketing. It's a procedure by which an item or administration is

acquainted and advanced with potential clients. An investigation of your eatery's

opposition likewise helps in building up an advertising procedure. Attempt to distinguish

the reasons why your rivals have lines driving out the front entry way on end of the week

evenings. By figuring out where your opposition is exceeding expectations and where it

is coming up short, you can stick to this same pattern. Recognize how your restaurant

thinks about to comparative decisions. For instance, in the event that you work a Japanese

restaurant, think about your sustenance, costs, area and working to other Japanese

restaurants in the territory. In exploring different restaurants, figure out what influences

your restaurant to stand separated and exceed expectations. The components that make

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you more fruitful than your opposition ought to be accentuated in your promoting

exercises.

A Marketing Team is very important because their business is getting bigger and

without it your potential consumers would not have known the business best product and

service offerings and that might cause the sales to might go down and that would lead to

bankruptcy or forced close. It is not just by losing money but at the same time many

employees will lose their jobs. We don’t want that to happen. That’s why our group

decided to make this as our topic to help The Buzzz Café of Bohol Bee Farm.

Restaurants create advertising methodologies to figure out how to address such

issues of their objective clients such that they return and spread the news. At the point

when funds are tight, a family may decrease its financial plan for eating out, so

restaurants should be careful and consider in their showcasing technique. Promoting

procedure's significant objective is to expand benefits, regardless of whether that involves

including more menu choices, diminishing costs or expanding client visits or first-time

clients. Strong client benefit needs to stay close to the highest priority on the rundown of

auxiliary objectives. The restaurant additionally needs to build up its image and character

in the group.

This research study analyzes the marketing strategies of The Buzzz Café and

gives them recommendations for them to improve their strategies. By conducting this

study, the researchers also aim to provide information about the establishment’s

commitment to the environment so that people can better understand their operations.

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THE PROBLEM

Statement of the Problem

This study will assess the marketing strategies of The Buzzz Cafe of Bohol Bee

Farm in order to propose recommendations for improvement.

Specifically, this following research questions will answer the study:

1. What is the company profile in terms of:

1.1 Business Profile

1.1.1. Type of Ownership

1.1.2. Years of Operation

1.1.3. Number of Branches

1.1.4. Number of Employees

1.1.5. Annual Revenue (1 year)

1.1.6. Management Structure

1.2. Customer Profile

1.2.1. Demography

[Link]. Gender

[Link]. Age

[Link]. Nationality

[Link]. Civil Status

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[Link]. Occupation

1.2.2. Behavioral

[Link]. Products mostly bought

[Link]. Frequency of buying the product

[Link]. Reasons of buying the product

2. What are the marketing strategies of The Buzzz Cafe of Bohol Bee Farm in term of:

2.1. STP

2.1.1 Segmentation

2.1.2 Targeting

2.1.3 Positioning

2.2. 7 P’s

2.2.1 Price

2.2.2 Place

2.2.3 Product

2.2.4 Promotion

2.2.5 People

2.2.6 Process

2.2.7 Physical Environment

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3. Using SWOT (Strength, Weakness, Opportunity, Threats), what are the opportunities

and challenges encountered by The Buzzz Cafe of Bohol Bee Farm?

4. Based on the finding of the study, what recommendation can be proposed for

improvement?

Statement of Assumptions

Bohol Bee Farm’s marketing strategy is just right, they offer everything there and

they have many employees to cater all the customers.

1. The researchers assume that Bohol Bee Farm is a very well-known organic restaurant

in whole Philippines.

2. The researchers assume that Bohol Bee Farm has applied and practiced their marketing

strategy since the beginning of their business.

3. The researchers assume that Bohol Bee Farm has stable business status and maintained

good relationship with customers with the help of their Marketing Strategy.

4. The researchers assume that Bohol Bee Farm’s business will grow more successful.

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Significance of the Study

This study will help Bohol Bee Farm improve their performance and sustain their

current status level in the market. It will provide the company to have a bigger view on

how to market their goods and services. The marketing strategy that is used will help

consumers to be aware about the green marketing innovation.

Bohol Bee Farm. The recommendation for the improvement will benefit the firm in

optimizing their profit through the use of different marketing activities such as digital

advertising, promotional, direct marketing, sponsorship and public relation. This will

make it easier for them to promote, develop customer-relationship and gain customers

trust.

Investors. This will convince them to invest in Bohol Bee Farm’s products like ice cream

and pastries because of its organic content and marketing comprehensive plan. With this,

it gives them an assurance of gaining profit.

Proponents/Researchers. This study served as the application of the researchers on what

they have learned in marketing program. It developed their skills in analyzing the best

strategy to be implemented. This measured their patience, capabilities, and attitudes on

how they handle things under pressure.

Future Researchers. This study will serve as a basis for the future researchers in dealing

with similar study. Researchers can apply the tools, and theories used in this research

study to give them additional ideas on the effectiveness on marketing strategies and

innovating green marketing industry.

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Tourism. This study will help tourism in enhancing their current ways to attract more

tourist and visitors. Moreover, it will give them ideas on the possible development that

will contribute in promoting the different tourist destination specifically Bohol Bee Farm.

Scope and Limitations of the Study

The purpose of the study is to analyze the Marketing Strategy of The Buzzz Café

of Bohol Bee Farm and determine if these strategies are effective or not, in relation to the

STP and 7P’s.

The study will be conducted in Cebu particularly in Verandah, Ground Floor,

Robinsons Galleria Cebu, North Reclamation Area, Cebu City. The scope of the study is

to assess the marketing strategies of Bohol Bee Farm and if these strategies gives impact

to the marketing decision of the management.

This study is limited to the loyal responses customers of Bohol bee farm and to

the ordinary respondents of the study with the data gathered within 1 to 2 months using

the research questionnaires that the research prepares.

The marketing strategy in this study refers to the whole marketing strategy of The

Buzzz Cafe of Bohol Bee Farm.

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DEFINITION OF TERMS

For the purpose of clarification, the important terms used in this study have been defined.

The following terms are:

Digital Advertising - In making the use of social media (Facebook, Twitter, Instagram,

YouTube and own website) in promoting awareness to people of the existing product,

service and place of The Buzz Café of Bohol Bee farm.

Green marketing - Practices of The Buzzz Café consisting their marketing products and

services based on environmental core values and the way of making decision of

processing the products.

Opportunities - It is the external factors that can positively affect the Buzzz Cafe. The

company can use this as a competitive advantage.

Organic - The food offered by The Buzzz Café which the food produces with the

utilization of encourage or compost of plant or creature starting point without the use of

synthetically defined manures, development stimulants and anti-toxins.

People - individuals inside and outside of the business who are in charge of each

component of offers, showcasing techniques, and exercises.

Physical Evidence - a design and implementation of the company tangible products. Itis

the material part of the service.

Place - location of the markets and the channels/route and intermediaries of the company

that transfer services or goods to the final customers to have a greater chance of sales.

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Positioning - It is the The Buzzz target market perception of the core benefits and

features of the firm to compete to other related products/services.

Price - a determinant in buying decisions of buying the product and service of the Buzz

Café.

Process - The Company linked procedures which, at every step, consume one or more

resources to convert inputs into outputs.

Product - a goods or services that requires to meet the needs and want of the company

markets and yield profit to sustain its existence.

Promotional - The Buzzz cafe utilize the aspect of promotion using advertising and

discount use to promote the company’s services and products.

Public Relation -The Company use the relationship towards loyal customers to

encourage other tourist or visitors to avail the products and services of the Buzzz Cafe.

Segmentation - It is the process on which The Buzzz Cafe divide their market into group

with the identifiable product and services offered, for the purpose of selecting appropriate

target market.

Strengths - It is the internal advantage that the Buzzz Cafe has that includes their assets,

resources and human power.

Targeting - The Buzzz Cafe select a suitable market segment with the goal to give their

marketing offers and activities towards this group of related consumers.

The Buzzz Café - Is the restaurant owned by Mrs. Vicky Wallace that has six branches

in Bohol and two branches in Cebu.

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Threats - It is the external factors or components in the society that can cause problem to

The Buzzz Cafe or can potentially harm the firm.

Weaknesses - The internal disadvantage that the Buzzz Cafe has. It is the areas that need

to improve to remain competitive.

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Chapter 2

THEORETICAL BACKGROUND

Review of Related Literature

Beekeeping in the Philippines

The history of beekeeping with both A. cerenaand A. melliferain the Philippines is

described. There are now about 2000-3000 [Link] colonies and 200-300 A,

ceranacolonies kept by beekeepers. Climatic conditions; training, extension and research;

improve methods of management are the most important factor in the development of the

beekeeping industry, and control of the use of pesticides in Philippines agriculture. These

factors are discussed and it is conducted that beekeeping in the Philippines has a great

potential (Naegel, 1990). Some regions in the world are still undeveloped in terms of

honey industry, though they still support natural vegetation which yield good honey crops

if they’re able to maintain its colonies. Some regions that are having problem with their

road access, other problems due to constant change in the temperature which affects the

bee’s productivity.

The commonplace agribusiness demonstrate is an instrument intended to energize

the Local Government Units (LGU's) to embrace the way of life of bumble bee as one

segment of their rural projects with National Agricultural Research Training and

Development Institute (NARTDI) as a supplier of the advancements. The way of life of

bumble bees gives high financial esteem and has potential for improvement in the

country territory because of appeal for bumble bee items like, nectar dust, proplis

illustrious jam, honey bees wax and bundle honey bees. This item has restorative esteem,

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nutritious and with mechanical utilizations (FAO. 1996). La Union as the best host

territory of the NARTDI receives the model in the late 2004. They are in fact helped by

NATDI-DMMMSU were sorted out into agreeable. Their cooperators deal with the states

separately, including collecting, bundling, and promoting while at the same time building

up the preparing, bundling and market center. According to Thai news benefit amass on

2013, the Regional Field Unit (RFU) of the Department of Agriculture (DA) in Bicol,

beekeeping would be another vital agrarian action that could give pay and vocation to

little ranchers in Catanduanes. Their verdant timberland and tremendous vegetated range

is as yet undistributed by present day human advancement, the territory, aside from being

the nation's best abaca maker, could likewise move toward becoming pioneer in the field

of agribusiness that in spite of its worldwide prevalence is yet to pick up a toehold in the

Philippines. Agribusiness alludes to the craftsmanship and study of beekeeping. Their on-

going executions of the National Organic Agriculture Program Pursuant to the Organic

Agriculture Act of 2010, Catanduanes is in a decent position to give new life to the

beekeeping business in the nation as a natural and manageable methods for work in the

quest for improvement objectives and in saving national agrobiodiversity. RFU boss

AbelaradoBragas on Tuesday, he said that as a component of the program, the recently

settled Provincial Apiculture Center (PAC) at the Catanduanes State University (CSU)

Extension Services office, in association with Central Bicol State University Of

Agriculture (CBSUA) as of late led a three day preparing on raising of European ruler

honeybee.

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Natural Honey

Nectar is the sweet fluid delivered by honey bees from the nectar of blooms. The

wellspring of the nectar the nectar is produced using decides its shading and flavor. All

nectar is an intricate blend of the sugar fructose and glucose with water, natural corrosive,

and minerals and vitamin follows, and in addition some plant shades. Nectar is collected

as brush nectar, which might be cut in squares and sold.

The cream-shaded, dark, "creamed" nectar is really nectar that has been solidified,

on the grounds that nectar can ingest and hold dampness, it is normally utilized as a part

of the heating business to keep prepared great sodden and new. Its high sugar substance

and its causticity make it a phenomenal nourishment additive, and it has been utilized for

its motivation, and also to sweeten as the reason for MEA, a frail mixed drink.

Nectar is basically an exceptionally thought water arrangement of two sugars,

dextrose and laevulose, with little measure of no less than 22 other more mind-boggling

sugars. Numerous different substances likewise happen in nectar, yet the sugars are by

the far the real segments. Their important physical attributes and conduct of nectar

because of its sugars, however the minor constituents, for example, seasoning material,

colors, acids, and minerals are to a great extent in charge of the distinction among

singular nectar sorts.

Shades of nectar shape a persistent territory from exceptionally light yellow

through ambers to a darkish red golden to about dark. Their varieties are totally because

of plant wellspring of nectar, despite the fact that atmosphere may alter the shading to

some degree through the obscuring activity of warmth (White &Doner, 1980).

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Benefits of Honey

Nectar offers numerous restorative uses depicts in conventional prescription,

notwithstanding just usually being utilized as a sweetener. It has theorized that nectar

adds to the diminishment in cardiovascular infections predominantly because of

flavonoid-interceded cell reinforcements, and calming, immunomodulatory, and

antimicrobial exercises. The utilization of regular nectar has been appeared to repress

oxidant and low thickness protein, vasodilate veins because of nitric oxide generation

diminish platelet collection, and apply pain relieving and against atherogenic impacts;

each of which may diminish cardiovascular hazard (Tahira&Akhlaq, 2011).

The conceivable medical advantages of devouring nectar have been recorded in

early Greek Roman, Vedic, and Islamic writings and the mending characteristics of

nectar were alluded to by savants and researchers the distance back to antiquated time,

for example, Aristotle and Aristoxenus.

Nectar has abnormal amounts of monosaccharides, fructose and glucose,

containing around 70 to 80 percent sugar which gives its sweet taste – mineral and water

make up whatever remains of its structure. Nectar additionally has disinfectant and

antibacterial properties. In present day science, they have figured out how to discover

helpful uses of nectar in perpetual injury administration (Nordqvist, 2015).

There are many reports of nectar being extremely successful as dressing wounds,

consumes, skin ulcers and irritations. Its antibacterial properties of nectar accelerate the

development of new tissue to mend the injury. The help for utilizing nectar as a treatment

regimen for peptic ulcer and gastritis originates from conventional fables and in addition

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from reports in current circumstances. Nectar may advance the repair of harmed intestinal

mucosa, animate development of new tissues and work as a calming specialist. Crude

nectar contains extensive measure of mixes, for example, flavonoid and different

polyphenols which may work as cancer prevention agents. Clinical perception has been

accounted for of diminished side effects of irritation when nectar is connected to wounds.

The expulsion of exudate in wounds dressed with nectar is to help in overseeing wounds

(Mandal&Mandal, 2011).

Organic Product

Thinking of organic meat showed consumers’ concern for animal welfare, while

thinking of organic vegetables showed concern for human health. Consumer groups

differed regarding psychological distance, values, gender, and age. Consumers who

frequently bought organic food were more positive about food products compared to

consumers who occasionally or hardly even bought organic food products (Hilverda et

al., 2015). Late years, purchaser worries on natural and medical problems identified with

nourishment items have expanded and, accordingly the interest for naturally developed

generation has developed. Higher cost of creation and retail edges produces a hole

between genuine process and those that buyers will pay natural sustenance. Natural

properties are effortlessly distinguished in perishable items as the exceptional purchasers

would pay for natural meat, organic products, and vegetables is higher (Gil et al., 2000).

Purchasers of practical nourishment have a comparative idea of wellbeing and

prosperity to natural customers, yet vary in specific perspectives in their method for

accomplishing this. The buy of natural and utilitarian sustenance is driven by various

ways of life (Goetzke&Spiller, 2012). Its most imperative purposes behind not buying

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natural item among customary natural sustenance shoppers were cost, inadequate

accessibility, and the nature of the item (Buder et al., 2014).

Natural nourishment is the common method for really bolstering the body. Its

essential condition of the vegetable and organic products makes it the best hopeful of

supplements giving sustenance for the body. The more we change the things we eat,

lesser supplements we get from it, and more hazard is placed in the body (Belen, 2013).

Around 40 percent of the natural buyers, to be specific the adversaries, dismiss the

utilization of hereditary change in natural nourishment creation. Its neutrals are neither

against nor for GM nourishment, while the advocates bolster GM in sustenance creation.

Adjacent to state of mind towards GM nourishment, he advocates contrast from the other

two sections as far as conviction, general demeanor and buy aims (Verdume et al., 2002).

All buyer connects natural items with wellbeing at various levels of deliberation

and need great, delectable and feeding items, since delight and prosperity are their most

vital esteems (Zanoli&Naspeti, 2002). Natural creation can be characterized as an

environmental generation administration framework that advances and upgrades

biodiversity, organic cycles, and soil organic movement. It depends on negligible

utilization of off-cultivate inputs and on administration rehearses cap reestablish, keep

up, and improve natural agreement (Winter and David, 2006). Developing enthusiasm for

natural agribusiness has advanced various examinations that think about different parts of

natural and routinely created nourishments. This paper gives a far-reaching assessment of

exact investigations looking at natural items and customarily developed choices (Martin

et al., 2007).

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Green Marketing

The term “Green Marketing” first arouses during the 1970’s during a period of

increasing environment awareness among customers (Jenkins &Kahler, 2016). The

negative effect of human exercises over condition involves concern today. Governments

everywhere throughout the world trying endeavors to limit human effect on condition.

Today our general public is more worried about the regular habitat. Green advertising

comprises of showcasing item and administrations in light of ecological variables or

mindfulness. Organizations engaged with green promoting settle on choices identifying

with the procedure of the organization's item, for example, strategies for preparing,

bundling and appropriation. Green showcasing organizations try to go well beyond

customary advertising by advancing natural center esteems with the expectation that

shoppers will connect these qualities with their organization or brand. Ecologically

dependable or green advertising is a business rehearse that considers shoppers worries

about advancing protection and preservation of the indigenous habitat. Green promoting

efforts feature the predominant ecological security qualities of an organization's items

and administrations (Patidar, 2013).

Traditional Marketing Mix

The customary showcasing blend demonstrate (4 P's) can be utilized by

advertisers as an instrument to help with characterizing the market system. Understand

that the promoting blend standards are controllable factors. The advertising blend is an

arrangement of controllable showcasing devices that an organization uses to deliver the

reaction it needs from its different target markets. It comprises of everything that the

college can do to impact the interest for the administrations that it offers. Substantial

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items have generally utilized a 4Ps model, the administrations part then again utilizes a

7P approach so as to fulfill the necessities of the specialist organization's clients: item,

value, put, advancement, individuals, physical offices and procedures. (Jonathn, 2008).

Product

The item should fit the assignment shoppers need it for, it should work and it

ought to be what the purchasers are hoping to get. Aside from it, while making the item

one has to remember that shoppers ought to will to or ought to have the capacity to pay

for it. Insufficiency to pay for the item in fact prompts low request.

Price

It is imperative to assess what amount are the planned clients willing to pay for

the item. These days, the buyer is extremely delicate for cost of the item. In spite of the

fact that in market buyers need to the vast majority of significant worth for cash item, in

any case, amazingly focused low rate may be seen as low on quality. Subsequently,

advertisers need to chalk out a perfect valuing structure to get the vast majority of their

item life cycle. Evaluating structure is additionally imperative for end client as well as

channel accomplices as they the ones expanding item's compass and should wind up

profiting for their endeavors. As indicated by Nakhleh (2012) cost is what been offered

up to get an item/benefit. How much customers will pay change because of their diverse

needs. In this manner, the value observations to a similar administration or items may

vary among people.

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Place

The item ought to be accessible at the perfect place at the ideal time and in right

amount for an item to prosper. Arrangement of the item is especially influenced by the

valuing structure and how excited channel accomplices are with the item. As per Goi and

Muala&Qurneh the system of place needs successful appropriation of the company's

items among the channels of advertising like wholesalers or retailers. "An appropriation

framework is a key outside asset. An association should focus on put choices, on account

of the significance of the item and utilization happening in the meantime and at a similar

place; a place that gives all data of client, rivalry, advancement activity, and advertising

errand.

Promotion

It is vital to teach clients about the item. The correspondence can associate with

need of the item, utility of the item or how to utilize the item. Interchanges in all

structures hit a review with the item and ought to be utilized astutely. As little change in

the way one imparts about the item can prompt exceptional change in deals numbers

(Srivasttava, 2015).

The Extended 7’Ps

People

All organizations are dependent on the general population who run them from

cutting edge deals staff to the overseeing executive. Having the opportune individuals is

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fundamental since they are as much a piece of the business offering as the

items/administrations they are putting forth. The promoting blend is the mix of

showcasing exercises that an association connects with is so as the best address the issues

of its focused on advertise. Generally, the advertising blend comprised of only 4 Ps.

Processes

The conveyance of its administration is normally finished with client display so

how the administrations is conveyed is indeed part of what the customer is paying for.

Physical Evidence

All administrations incorporate some physical component even in greater part of

what the buyer is for its immaterial. A case is a hair salon would furnish their customer

with a total haircut and an insurance agency would give their client some type of written

word. Regardless of the possibility that the material isn't physically printed they are as yet

accepting a "physical item" by the definition.

Green Business

It includes the business arrangement of products and ventures in a way that limits

natural harms or gives ecological advantages past the necessities of the law. A few cases,

organizations commit themselves to insignificant or net-positive effect on the earth.

Green business cause less natural harm, enable controllers to concentrate on other

ecological issues, diminish general wellbeing costs associated with modern

contamination, and create innovations and framework that decrease the cost of ecological

insurance. The green business idea has developed to the point that most real green

naming projects, for example, the practical ranger service activity, they have some type

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of outside check of cases (Haddad, 2009). One critical thought we can impart is this isn't

just about green open doors, it's about all open doors. The natural influence such a large

number of other basic issues. Watchman et al., assert that organizations which pioneer in

green advancement will be in a position to pick up the principal mover advantage. This

will in this manner enable them to charge higher costs for their green items, while at the

same time pick up a superior picture, have the capacity to form and abide into new

markets, increment efficiency, while lessening creation waste to a base, and therefore

pick up an upper hand through upgraded corporate intensity. They can discuss the

disintegrating schools and how they have to modify them so the youngsters can learn and

land great positions. In any case, they need to ensure they're not building schools in the

shadow of polluters that will influence the children to wiped out, so they may miss for a

long time of class with asthma or other medical issues (Jackson, 2012).

Marketing Strategy

Life for advertisers used to be less complex. They had only a couple of TV

channels, some radio stations, and a modest bunch of best magazines and a daily paper or

two in each market. Achieving purchasers was simple, on the off chance that they could

make a convincing message, they could move item. What used to involve distinguishing

necessities and correspondence benefits now requires building immersive encounters that

draw in buyers? That implies we need to consistently coordinate a radical new scope of

aptitudes and abilities (Satell, 2013). Showcasing systems are the aftereffect of a

fastidious market examination. A market examination powers the business person to get

comfortable with all parts of the market so the objective market can be characterized and

the organization can be situated so as to gather its offers of offers. A market examination

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additionally empowers the business visionary to build up estimating, circulation, and

special techniques that will enable the organization to wind up noticeably beneficial

inside an aggressive situation. What's more, it gives a sign of the development potential

inside the business, and this will enable them to build up its own home for the eventual

fate of its business.

Start its market investigation by characterizing the market as far as size, structure,

development prospects, patterns, and deals potential (2006, August 1). An advertising

procedure characterizes goals and portrays the way it will fulfill the clients picked

markets. It doesn't need to be composed down get it is simpler to convey to untouchable,

similar to the bank director or different financial specialists, when it is.

Arrangements of methodologies discovered generally in littler organizations are

development systems. One approach to take a gander at systems to develop its business is

through the way they will utilize items and markets or clients ("Business Advice", 2006).

The right request of showcasing methodology is to discover what the client needs, at that

point to offer it with a conceivable scramble. A perfect advertising procedure will adjust

all the organization abilities toward meeting its objective (Hill, 2012). The essential

choice part or life structures of showcasing situating procedure definition from a

hypothetical prescriptive, and features those components thought to be basic to progress

(Brooksbank, 1994).

The 7Ps of Marketing

Once they built up their promoting technique, there is a 7 Ps recipe where they

should use to persistently assess and re-assess its business exercises. The seven are: item,

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value advancement, put, bundling, situating and individuals. As items, markets, clients

and necessities change quickly, they should constantly return to the 7 Ps to ensure there

on track and accomplishing the greatest outcome workable for the present commercial

center.

Product

Regardless, build up the propensity for taking a gander at their item just as they

were an outside advertising specialist acquired to enable their organization to choose

whether or not it's in the correct business at the time. Furthermore, making basic

inquiries, for example, "is the present item or administration or blend of items and

administrations, fitting and reasonable for the market and the client?"

At whatever point they're experiencing issues offering as a lot of their item or

administrations as they like, they have to build up the propensity for surveying their

business sincerely and asking, "Would they say they are the correct items or

administrations for the clients?"

Is there any item or administration they're putting forth that, knowing what they

will now know, in what will they not bring out once more? Contrasted with their rivals, is

their item or administration, better in some noteworthy route than something else

accessible? Provided that this is true, what is it? If not, might they be able to build up a

range of predominance? Would it be advisable for them to offer this item or

administration at all in the present commercial center?

Price

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The second P in the recipe is cost, built up the propensity for constantly looking at

and reconsidering the costs of the items or administrations they pitch to ensure despite

everything they're suitable to the substances of the present market. Now and then they

require ton bring down their procedure. At different circumstances, it might be suitable

for them to raise the costs. Many organizations have discovered that the productivity of

specific items or administrations doesn't legitimize the measure of endeavors and assets

that got into delivering them. By raising their procedure, they may lose a level of their

clients, yet the rest of the rate creates a benefit on each deal. Could this be proper for

them?

Promotion

The third propensity in showcasing and deals is to think as far as advancement

constantly. Advancement incorporates all the ways they inform their clients regarding the

item or administrations and how they market and pitch to the clients.

Little changes in advancement and offer their item can prompt sensational

changes in result. Indeed, even little changes can change their publicizing can lead

promptly to higher deals. Experienced publicists can regularly expand the reaction rate

from publicizing by 500 percent by just changing the feature on a promotion.

Expansive and little organizations in each industry persistently explore different

avenues regarding distinctive methods for publicizing, advancing, and offering their

items and administrations. Whatever strategy for promoting and deals they're utilizing it

will, eventually, quit working. Now and again it will quit working for reasons they know,

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and some of the time it will in the end quit working, and they'll need to grow new deals,

promoting, publicizing methodologies, offerings, and procedures.

Place

The fourth P in the showcasing blend is where their item or administration is

really sold. Build up the propensity if exploring and reflecting upon the correct area

where the client meets the salesman. At some point a change can prompt a fast increment

in deals. For each situation, the business person must settle on the correct decision about

the absolute best area or place for the client to get fundamental purchasing data on the

item or administration expected to settle on purchasing choice.

Packaging

The fifth component in the showcasing blend is the bundling. Build up the

propensity for remaining back and taking a gander at each visual component in the

bundling of their item or administration through the eyes of a basic prospect.

Concerning the bundling of their organization, their item or administration they

should think as far as everything that the client sees from the principal snapshot of

contact with their organization completely through the obtaining procedure

Bundling alludes to the way their item or administration shows up all things

considered. Bundling likewise alludes to their kin and how they dress and prepare. It

alludes to their workplaces, the holding up rooms, leaflets, correspondence and each and

every visual component about their organization. Everything tallies. Everything aides or

damages. Everything influences their client's certainty about managing them.

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Positioning

The following P is positioning. They ought to build up the propensity for

contemplating how they are situated in the hearts and psyches of the clients. How do

individuals ponder them when they're absent? How do individuals contemplate their

organization? What situating do they have in the market, regarding the particular words

individuals utilize when they depict their organization?

As per Kotler, they ought to build up the propensity for pondering how they could

enhance their organization situating. Start by deciding the position they jump at the

chance to have. On the off chance that they could make a perfect impression in the hearts

and brains of your clients, what might it be?

What might they need to do in each client collaboration to get their clients to

think and discuss in the particular way? What transforms they should need to make in the

they collaborate with clients today keeping in mind the end goal to be viewed as the

absolute best decision for your clients of tomorrow?

People

The last P of the advertising blend is individuals. They ought to build up the

propensity for deduction as far as the general population inside and outside their business

who are in charge of each component of their business, advertising methodologies, and

exercises.

It's stunning what number of business visionaries and agents will work to a great

degree difficult to thoroughly consider each component of the promoting methodology

and the showcasing blend, and the give careful consideration to the way that each and

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every choice and strategy must be completed by a particular individual, particularly.

Their capacities to choose, enroll, employ, and hold the best possible individuals, with

the aptitudes and capacities to carry out the activity they have to complete, is more

critical than everything else put.

To be fruitful in business, they should build up the propensity for deduction as far

as precisely who will do each undertaking and obligation. Much of the time, it's

unrealistic to advance until the point when they can draw in and put the correct individual

in the correct position. A large number of the best strategies for success at any point

created sit on racks today, on the grounds that the person who made them couldn't locate

the key individuals who could execute their plans.

The 7p’s

The promoting blend idea is one of the center ideas of advertising hypothesis. Be

that as it may, as of late, the prevalent rendition of this idea McCarthy's (1964) 4Ps (item,

cost, advancement and place) has progressively gone under assault with the outcome that

distinctive advertising blends have been advanced for various promoting settings. While

various adjustments to the 4Ps system have been proposed. The expansion of various

specially appointed conceptualize has undermined the idea of the showcasing blend and

what is required is a sounder approach. It is our conflict that Booms and Bitner's (1981).

Broadened showcasing blend for administration ought to be to different territories of

promoting. The advertising blend is a recognizable showcasing procedure instrument,

which you will likely know, was customarily constrained deeply 4Ps of Product, Price,

Place and Promotion. It is one of the best 3 great showcasing models as indicated by a

survey on Smart Insights.

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The 4Ps were planned at once where organizations sold items, as opposed to

administrations and the part of client benefit in helping brand improvement wasn't so

understand. After some time, Booms and Pitner included three broadened 'benefit blend

P's': Participants, Physical confirmation and Processes, and later Participants were

renamed People. Today, it's prescribed that the full 7Ps of the advertising blend are

considered while auditing aggressive methodologies.

The 7Ps causes organizations to audit and characterize key issues that influence

the advertising of its items and benefits and is regularly now alluded to as the 7Ps system

for the advanced showcasing blend.

The 7Ps of Green Marketing

With the world progressively cognizant to nature, it influenced customers' choice

in picking an item. For business makers, this marvel is viewed as chances to pull in

buyers by executing green esteems in the promoting procedure. In this examination, the

item talk about is natural benevolent excellence item. The 7Ps system of promoting that

has been actualized in the Body Shop Indonesia adjusted with green estimation of

strategies might be a valuable apparatus as buyers' readiness to purchase factors. Every

component of 7Ps green advertising is assessed in light of its significance and impact in

ability to purchase for lady buyers in Indonesia. This investigation means to figure out

which properties of 7Ps green advertising that apparent as essential and influence most

Indonesian buyers' eagerness to purchase for ecological cordial item and furthermore the

relationship in the middle. Results show that quality in "Individuals" measurement of 7Ps

green advertising is considered as the most critical and most influencing in buyers'

readiness to purchase. It is additionally discovered that there is connection between

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significance levels of each 7Ps measurement with the level of impact toward eagerness to

purchase. Moreover, there is additionally connection between shoppers' ecological

information with level of significance pf each 7Ps green showcasing measurement

(Chandra et al., 2012).

As far as the showcasing blend's 7Ps, with a specific end goal to better their client

benefit, enhance consumer loyalty, and increment clients repurchase goal (Luo et al.,

2015). It recommends that the 7Ps structure has just accomplished a high level of

acknowledgment as a non- specific showcasing blend among the two gatherings of

respondents. General gives genuinely solid help to the view that Booms and Bitner′s 7Ps

structure ought to supplant McCarthy′s 4Ps system (Rafiq& Ahmed, 1995). The

promoting blend is the mix of advertising exercises that an association takes part in order

to best address the issues of its focused-on showcase. Generally, the promoting blend

comprised of only 4 Ps (Jain, 2013).

7Ps Model by Booms and Bitner

People

In Booms and Bitner's organization promoting mix, 'people' fuse people who are

particularly or roundaboutly drawn in with the trading of the thing or organization. These

are primarily customer contact laborers (contact center agents, delegates, account boss, et

cetera.), customers, workforce and organization. It is generally the customer contact

agents who are the substance of the affiliation and they make an understanding of the

quality into an organization. They are the 'organization' providers in light of their

occupation or business undertaking. They consolidate for instance beauticians,

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beauticians, guides, mentors, nursery specialists, legitimate advocates, contact center

delegates, et cetera. They pass on a physical organization with a recognizable result.

Physical Evidence

The physical confirmation inside the administration promoting blend alludes to a

domain in which an administration occurs from a collaboration between a representative

and a client which is joined with a substantial item. The physical confirmation

incorporates a portrayal of an administration for example handouts, organization

stationery, business cards, reports, organization site, and so forth. A decent illustration is

an inn. The plan, outfitting, lighting and design of an inn and also the appearance and the

states of mind of the representatives impact the nature of the administration and client

encounter.

Process

The component 'Process' of the administration promoting blend speaks to the

exercises, methods, conventions and more by which the administration being referred to

is in the long run conveyed to the client. As administrations are consequences of

activities for or with clients, a procedure includes an arrangement of steps and exercises

to arrive. The component 'process' of the administration showcasing blend is a

fundamental component inside the whole administration promoting blend methodology.

This component contains all exercises and administrations in which the general

population included assume an essential part.

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Segmentation, Targeting, Positioning (STP)

Segmentation

It means to recognize and outline showcase portions or sets of purchasers which

would then progress toward becoming focuses for the organization's promoting plan. The

favorable position to promoting administration is that this procedure isolates add up to

request into generally homogenous sections which are recognized by some basic

attributes. These qualities are applicable in clarifying and in anticipating the reaction of

shoppers, in an offered fragment, to showcasing boosts. The market can be subdivided by

geographic, statistic, mental, psycho-realistic or behavioral factors (Tynan and Drayton,

2010).

The utilization of division and prescient displaying is an imperative theme in the

database promoting writing. The utilization of division and reaction demonstrating is

emphatically identified with organization and database measure, recurrence of client

contact, and the utilization of an immediate channel of dissemination (Verhoef et al.,

2003). The presence of three unmistakable fragments in the number of inhabitants later

on understudies on the premise of online networking use. The future understudies are

generally intrigued by social communication and data looking for when utilizing web-

based social networking, while the substance contributed by this gathering is restricted to

photograph and video sharing. Contrasted with conventional correspondence channels

online networking still assume an optional part (Constantinides and Stagno, 2011).

Through segmentation, they can distinguish specialties with particular needs,

develop markets to discover new clients, convey more engaged and powerful advertising

33
messages. They can portion their current market in light of almost any factor, as long as

it's compelling

The audience can be segmented in many ways that includes:

Demographic

Breakdown by any blend: age, sex, wage, training, conjugal status, instruction,

family, measure and so on.

Psychographics

This alludes to identity and feelings in light of conduct connected to buy

decisions, including states of mind, way of life, side interests and so on.

Geography

Penetrate around nation, locale, region, metropolitan or country area, populace

thickness or even atmosphere.

Behavioral

Alludes to the idea of the acquired, mark unwaveringness, utilization level, dissemination

channel utilized.

Targeting

An article Kokemuller expressed that various variables are considered in choosing

the perfect target showcase for a given battle. By and large, the objective is to pursue the

market that offers the best present or long-haul benefit potential. Market estimate,

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development potential, number of contenders and friend’s quality are among the key

components. The bigger the market, the more potential to win benefit. In any case,

advertises that is quickly developing and less focused offer points of interest too.

Focusing on and division are adequate and solid promoting systems if appropriately

planned (Cahill, 1997).

Target showcasing includes breaking a market into portions and the focusing the

market endeavors on one or a couple of key sections comprising of the clients whose

requirements and want most intently coordinate the item or administration offerings. It

can be the way to drawing in new business, expanding deals, and influencing the business

achievement (To ward, 2017).

The objective market is a focal concentration inside a showcasing plan that

decides other fundamental elements for the item, for example, circulation, cost and

advancement endeavors. The objective market likewise decides huge factors about the

item itself.

As an organization's item deals develop, it might likewise have the capacity to

grow its objective market universally. Global development enables an organization to

achieve a more extensive subset of its objective market in various locales of the world.

Notwithstanding worldwide development, an organization may likewise find that its

household target showcase grows as its item acquires fascination in the commercial

center. Extending and developing target markets are for the most part more explanation

behind organizations to screen their deals and client inclination for advancing income

openings.

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Clients have one of a kind prerequisite, yearning and fulfillment level. A few

clients, however, are comparative, they have normal necessities for products,

administration and thoughts, if these clients' needs can be unmistakably distinguished and

those with comparative needs gathered in amounts of adequate sizes, showcase fragments

have been resolved. Every client gathering or market portion has particular desires and

retail advertisers must grow retail brands and ideas which provide food for the need of

section focused on (Dibb and Simkin, 1991). The focusing on and announcing of

business showcasing research. The treatment of this critical phase of research process is

severely underrepresented in the scholastic promoting writing and in showcasing research

content, six requirements for compelling focusing on and revealing are recognized. A

broadened model of the exploration procedure, consolidating the assignments that are

basic for focusing on and detailing is produced. The model and the six essentials are then

utilized as the reason for the improvement of an operational technique that permits a

focused-on set of research speculations to be created from a choice issue, together with a

formal record of the coherent connections between them. The significance of these

composed connections for powerful choice help, and the utilization of these connections

in the examination detailing process, is additionally talked about (Hamlin, 2000).

Positioning

As per Ashe-Edmunds situating alludes how to convey the fundamental

advantages of independent venture to potential clients. Where they offer their item, how

they make it, where they influence it and their value all to pass on unobtrusive messages

to the commercial center, even without utilizing any finished publicizing, advertising or

promotions. Positioning sets up the items or administration character inside the eyes of

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the buyer. An organization's situating system is influenced by various factors identified

with clients' inspirations and necessities, and additionally by its rivals' activities.

A situating procedure is a think marking design or process that works on the

representative level of customer cognizance, where significance and affiliations even of

individual words truly hold weight. A market situating system is based on business

information and looks to make the exact tie out of words to adjust ideas of separation,

qualification, and similitude in a bound together brand account. It is a long-haul push to

set the personality of an organization, and its items or administrations, in a novel space

inside the psyches of the intended interest group. It is a sorted out endeavor for a brand to

separate itself from the group and impact the way their objective market gathering of

people sees them.

Marketing administering was first presented in 1969 by Jack Trout in a paper

distributed by Industrial Marketing Magazine. The idea was later promoted when Trout

and co-writer Al Ries distributed a top-rated book under the title, Positioning – The

Battle for Your Mind, in 1981. Ries and Trout's book depict the situating methodology as

a composed framework for finding a window in the client's psyche, in view of

correspondence can just occur at the perfect time and under the correct conditions.

The Current Market Position

One of the indications that a brand has dismissed their market situating is that

they feel misjudged by their intended interest group. On the off chance that your

gathering of people misjudges you, there's a decent shot that you misconstrue yourself in

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some capacity. To deal with this bind, or maintain a strategic distance from it through and

through, there are a couple of inquiries you have to answer conclusively.

Who are you as a brand and what do you remain for?

The most interesting qualities of your business will separate you from the

opposition, yet setting up distinction or uniqueness isn't everything to a compelling

situating technique. 'Refinement' of those qualities and qualities that lone your

organization can give to clients, likewise should be set up. So, does 'fascination', which

can be communicated as far as qualities and qualities that the objective client base really

needs or needs.

Which consumers you target and what are their demands and needs?

With contrast, qualification, and fascination decided, you would then be able to

move the concentration outward to figure out which clients your organization best serves.

Those clients will speak to the market fragment your last market position will be set up to

serve.

In what manner will you dependably address those issues?

Incredible brands comprehend that it basically isn't conceivable to satisfy all

individuals, in all ways, constantly. Rather they depend on an obviously characterized

showcase fragment where they can serve the client base all the more definitively on

account of their interesting properties.

Who are your rivals and what is your competitive edge?

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Trying to opening your organization into a market position officially possessed by

a contender involves an extreme daunting task. It's additionally an awful plan to attempt

and use another brand by comparing yours to it. Impersonation might be the most

astounding type of blandishment, yet in business, complimenting the opposition an

excess of can debilitate your image simply as it can reinforce it.

Strength, Weakness, Opportunities, Threats (SWOT)

The investigation of qualities and shortcoming, and openings and dangers is likely

the normal and broadly perceived instrument for leading a vital showcasing review

(Piercy and Gilles, 1989). The utilization of SWOT examination keeps on saturating the

scholastic associate audit writing. Research underpins SWOT investigation as an

apparatus for arranging purposes. Over the previous decade, SWOT investigation has

been reached out past organizations to nations and ventures and in utilized as a part of

basically every distributed business case situated for business understudy examination.

Extra utilization of SWOT is a showing instrument by advisors, coaches, and instructors

(Helms and Nixon, 2010).

SWOT analysis is an essential, clear model that gives guidance and fills in as a

reason for the improvement of advertising designs. It achieves this by evaluating an

associations qualities and shortcomings notwithstanding openings and dangers. SWOT

examination is a critical advance in arranging and its esteem is frequently thought little of

in spite of the effortlessness in creation. The part of SWOT investigation is to take the

data from the ecological examination and separate it into interior issues qualities and

shortcomings and outside issues openings and dangers. When this is finished, SWOT

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investigation decides whether the data demonstrates something that will help the firm in

fulfilling its targets a quality or opportunity, or in the event that it shows a hindrance that

must be overcome or limited to accomplish wanted outcomes shortcoming or risk

(Danca, 1998).

Elements of a SWOT analysis

A SWOT analysis concentrates on the four components incorporated into the

acronym, enabling organizations to recognize the powers impacting a technique, activity

or activity. Knowing this positive and negative component can help organizations all the

more viably impart what part of an arrangement should be perceived.

When drafting a SWOT analysis, individuals typically create a table split up into

four columns to list each impacting element side-by-side for comparison. Strengths and

weaknesses won't typically match listed opportunities and threats, though they should

correlate somewhat since they're tied together in some way. Billy Bauer, managing

director of Royce Leather, noted that pairing external threats with internal weaknesses

can highlight the most serious issues faced by a company.

Internal factors

The initial two letters in the acronym, S (qualities) and W (shortcomings), allude

to inner variables, which mean the assets and experience promptly accessible to you.

Cases of territories regularly considered include:

Financial resources: capitalization, resources, investment opportunities

Physical resources: place, establishment, materials

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Human resources: workers, freewill people, target followers

Access to natural resources, brands, patents and copyrights

Current processes: workers plan, department rankings, software organization

External factors

Outer powers impact and influence each organization, association and person.

Regardless of whether these elements are associated specifically or by implication to an

open door or danger, it is essential to observe and archive every one. Outer factors

commonly reference things you or your organization don't control, for example,

Market trends: recent products and technology, shifts in followers demands

Economic trends: local, national and international financial direction

Funding: contribution, chamber and other authorities

Demographics

Relationships with suppliers and partners

Political, environmental and industrial adjustment

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Theoretical Framework

STP Process

Figure 1: The STP Process

Market Segmentation

According to J. Paul Peter and James H. Donnelly, Jr., 2004 Market Segmentation

is one of the most important concepts in marketing. Market segmentation will bring

convenience to marketers to personalize marketing campaigns. This can be used by

marketers to prioritize their target audiences. There are many forms of Market

Segmentation and with this study the researches will use Demographic Segmentation,

Behavioral Segmentation and Geographic Segmentation. Demographic Segmentation is

by defining consumer groups according to its age, nationality, gender, occupation, civil

status. Behavioral segmentation divides people based on their behavior in purchasing the

product, the way they respond to use or know the product. Geographic Segmentation

According to Rajiv Lal, John A. Quelch and V. Kasturi Rangan, 1993 is useful in both

consumers and industrial markets. It is when the organization divides its market based on

geography. This can be segmented by area, such as cities, countries, regions. This can

also be divided into rural, suburban and urban areas.

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Market Targeting

According to David Kurtz and Louis Boone, 2012 it is the group of people toward

whom the firm aims its marketing efforts and ultimately its merchandise. It is by breaking

a market and aligns your marketing efforts to customers whose needs and wants are

matched with the offerings of the company. This can be one of the competitive edges of a

company that can attract fresh business, boost sales, and success. It provides focus to all

marketing activities.

Market Positioning

According to David Kurtz and Louis Boone, 2012 Positioning is by putting the

product at a certain location in the market that would attract the minds of potential

customers. It refers to consumer’s perception in regards to competing brands or products.

In order to achieve the goal of positioning, marketers must position a product according

to its succeeding brackets that includes Product Class, Features, Application, Product

User, Competitors and Price or Quality.

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7P’s Marketing Mix

Figure 2: Marketing Mix 7 P’s

Product

Products are the goods – and – services combination offered by the company to

the target market (Philip Kotler, 2011). These are the things which are made to satisfy the

customers from its needed products and services that can be seen either it is tangible or

intangible. You need to make sure to get the right demand of the market to create the

perfect type of product so that during the development of products, the products created

will be researched and studied by marketers. The product lifecycle composes the growth

phase, maturity phase, and the sales decline phase. Growth phase is when the product

moves above the start-up phase into the phase where there is an increase of competition

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for market share. Maturity phase is the longest period in the lifecycle of a product, where

companies will be maintaining their product in facing a lot of challenges. Sales Decline

Phase is the last stage of the product lifecycle, where there is fast declining of both sales

and profits.

Price

The amount of money customers must pay to obtain the product (Philip Kotler,

2011). This is actually the amount that a customer must pay by using their money in

exchange of goods and services. This will determine the profit and survival of the

company. It is a very big decision to change the price of the product as this will cause a

difference on the whole marketing strategy and sales and product demand will be

affected. If a there is a new company that not well known yet to the society, they should

adjust their price to adapt the cost of living on their target customers as not all can afford

higher prices.

Place

Includes company activities that make the product available to target consumers

(Philip Kotler, 2011). Positioning & distribution of the product must be well placed that it

will be accessible for potential buyers. It is a must to understand and study about the

target market internally and externally in order to know the best position and distribution

channels that your market will be defined immediately.

Promotion

Promotions are activities that communicate the merits of the product and persuade

target consumers to buy it (Philip Kotler, 2011). Promotion is one of the most important

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components of marketing mix as this will increase the brand understanding and sales.

During this generation, due to technology we could see that Advertising shifted from

offline to online campaigns. Companies made use of the most prominent element or place

to promote which is the social media. It gives a great impact on brand awareness and

enticing customers on trying the new product of a certain company. Graphics improved a

lot more today there are many unique ways in promoting the product or brand by putting

it on a certain clip of the movie, in a taxi cab, buses or any public transportation. Public

Relations are type of promotion that are not paid, this includes press release, exhibitions,

sponsorship deals, seminars, conferences, and events. Another type of product promotion

is the word of mouth. This is an informal way of telling about the product features and

inclusions by satisfied consumers. It is important that word of mouth should not be taken

it literally because it can also circulate on the internet which gives false information on

customers.

Physical Environment

In service industries, it is a must that there will be physical evidence in regards

with the delivered service. Physical evidence is by showing on how the company and its

products are being known to a marketplace. One of the concepts of this is branding for

example when thinking of toothpaste, it would always be Colgate for Filipinos. The

presence of the certain product in the marketplace will be defined immediately, as they

are generally market leaders and have established physical evidence as well as their

marketing has psychological evidence.

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People

In a business, employees are very important because they are the person who

delivers the service and are assets towards the company. They are considered as a

competitive advantage on the business because it what keeps the company running. It is

very important to choose carefully on hiring and training the right person to present

phenomenal service to the customers. When the company finds the person who certainly

believes in the business products and services created that person or employee is likely to

do great on his job very well and do their best as they can.

Process

Process is by executing a service or product properly in order the organization

will not be affected. It is a must to have a proper process in a place in order to minimize

problems. It is the foundation of the company in order to build its own standards. It is

how the company can deliver its service while the customer is present and is paying for

the products that had been offered. It is a must to have a complete understanding or

awareness in regards with the offered or used services is conducive and applicable to

consumers.

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SWOT ANALYSIS

Figure 3: SWOT Analysis

According to David Kurtz and Louis Boone, 2012 SWOT Analysis helps planners

equate internal institution strengths and weaknesses with external opportunities and

threats. It is where the researchers could identify The Buzzz Café’s Strengths,

Weaknesses, Opportunities and Threats. The company’s strength will reflect by its core

competencies. It is where the Buzzz Café is being valued by its customers and harder to

be duplicated by its competitors.

Strengths are the positive inclusions both tangible and intangible that is internal to

the organization. It is within the control of the company. The Buzzz Café has a lot of

internal strengths they use organic products for their dishes. They use honey as sweetener

for their meals. All the leafy green vegetables used came from their garden as they want

it fresh and they know that there are no other chemicals uses by it. They are also

environmental-friendly branding as they use raw materials by making baskets or bags to

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put the wine or making a cone or their packaging. Aside from other organic dishes they

have their homemade ice creams which are all organic as it is made with natural

ingredients and organic products.

Weaknesses are part of your organization that takes off the offered value and put

the business in a competitive disadvantage. These areas must be enhanced so that we

could compete towards the competitors. The Buzzz Café has lesser promotion as they are

not adapting to technology and they still depend on word of mouth from their customers

towards other people. Their prices are quite expensive for students as it is a little bit

pricey since it is using organic products.

Opportunities are outside factors that show reason that the business will grow and

become successful. The Buzzz Café has a lot of must try products for health-conscious

people. They are planning to open up branches nationwide but what they have concerned

is to open up branches first within Visayas before going to Luzon and Mindanao.

Threats include external factors that are uncontrollable and could place the

business at risk. The Buzzz café has a lot of competitors there are already a lot of organic

restaurants that just opened up branches in Cebu City. These are one of the great factors

they should consider as The Buzzz café has no control if they will copy some of their

dishes and will just make a twist of it. New Technology is one of major threat of The

Buzzz café as they will try their best to adapt on technology and being much more

involved with it to gain a lot of customers.

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Conceptual Framework

STP

Business Profile Segmentation

Type of Ownership Targeting
Years of Operation
Positioning
Number of Branches
7 P’s of
Number of Employees
Marketing
Annual Revenue (1 year)
Price
Management Structure Proposed
Place Marketing
Customer Profile Product Strategies
Demography Promotion
a. Gender
b. Age Physical Evidence
c. Nationality
d. Civil Status Process OUTPUT
e.
OUTPUT Occupation
People
Behavioural
SWOT
a. Products mostly
bought Strength
b. Frequency of
Buying Weakness
c. Reasons of
buying the Opportunities
product
Threats

INPUT PROCESS

Figure 4: Conceptual Framework

The conceptual framework that the researchers will use in this paper is best

described in the diagram above. The researcher will use the input-process-output that

signifies the company’s profile in terms of Vision-Mission Goals, years of operation,

marketing and sales department structure, number of branches, number of employees, and

annual revenue, it will also signify the different demographics factors of customer’s

profile in terms of gender, age, nationality, civil status and occupation and the

50
behavioural factor of customer’s in terms of reasons of buying the product, frequency of

buying the product, products mostly bought that has distinct response towards the

different marketing strategies used by The Buzzz Cafe of Bohol Bee Farm. The

researchers believe that this different demographic profile affect their behavior towards

The Buzzz Cafe of Bohol Bee Farm and may result relevant value in evaluating their

marketing strategies used. These strategies will build up customer’s perception toward

the business and may affect the customer’s response toward The Buzz Cafe of Bohol Bee

Farm and their customer’s performance and financial performance. The next step is that

the researches will process the information that will be gather based on the STP, SWOT

and 7P’s. This will be done through the research instrument that the researchers prepared

for the respondents to answer. The output stage is the final step and will be explained

further in the last chapter of this research. With this, it will help the researcher in

assessing each marketing strategies of The Buzzz Cafe of Bohol Bee Farm and will able

to determine, improve and recommend the best and the most possible strongest strategy

that will be used in capturing a bigger market not just in Cebu City but in any other big

cities in the Philippines.

51
Chapter 3

RESEARCH METHODOLOGY

Research Design

The study utilized the descriptive method. This study will determine the

Marketing Strategy of Buzz Café of Bohol Bee Farm in order to propose marketing

strategy/ies. This type of study research design was used by the researchers because of its

appropriateness to the nature of the study, in describing a systematically situation.

Research Environment

The study will be conducted inside of Robinsons Galleria, Gen. Maxilom Ext,

Cebu City. The location of the research will be the place that the data will be gathered

and will be analysed for the study.

Figure 5: Location of The Buzzz Café of Bohol Bee Farm

52
Research Respondents

The owner of The Buzzz Cafe of Bohol Bee Farm and the customers of

Robinson’s Galleria, Cebu City are considered as the research respondents of the study.

The researchers will use Slovin’s Formula to calculate the sample size (n) given the

population size (N) and a margin of error (e).

Slovin’s Formula:

n = N/e

Example:

Sample size for Robinson’s Galleria (The Buzz Café) branch is unknown, thus,

sample size must be calculated in order to determine it. Estimated population size for the

Robinson’s Galleria (The Buzz Café) for 1 year is 18,240. Margin of error has 0.05.

𝑁
𝑛=
𝑒

18,240
𝑛=
1 + (18,240 ∗ . 052 )

18,240
n=1+(18,240∗ .052 )

18,240
n= 46.6

n=391.42

53
Research Instruments

In order for this study to be successful, we would need some essentials. We would

need resources of data to provide information for this research, with some related articles,

books and the internet would be required. For this research, survey questionnaires and

interview guide will be use. Considering the type of research that we are conducting

which is marketing strategy. The objectives of the study will then be obtained from the

responses of the participants of the survey.

Research Procedures

Gathering of Data

The researchers conducted a personal visit to The Buzz Café, Bohol Bee Farm.

The questions included inquiries about the company’s initiative as well as a further

understanding of their marketing strategy that is the main objective of this research paper.

The primary gathering of data is through the way of survey questionnaire that the

research respondents answer and also the interview questionnaire that the owner of Buzz

café answers in order to support the data’s validity. The secondary sources for this

research study were also collected through articles, brochures, journals, book, articles,

and the Internet.

54
Treatment of Data

All data and information collected will be arranged and computed manually with

the use of calculator and computer in order the results will be identified and explained

correctly as well as its frequency distribution and calculation of percentages. All the

necessary computations were computed with the use of Microsoft Excel. Data were

collated, tabulated, and analyzed.

Weighted Mean Average

The weighted mean average formula is used in descriptive statistical analysis. It is

used to calculate the average value of a particular set of numbers with different levels of

relevance. The formula for this equation is as follows:

Figure 6: Weighted Mean Average Formula

Likert Scale

The Likert Scale is used when measuring a population’s attitude or behavior. This

scale is most widely used approach to scaling response in survey research such that the

term is often used interchangeably with rating scale, even though the two are not

synonymous. This scale will help determine degrees of opinion. This scale uses answer

choices that ranges from one extreme to another. In this research, the Likert Scale was

used to determine the customer’s perception of the restaurant, particularly in their own

55
personal experience of the restaurant-branch. The researchers formulated questions that

are answerable by a specific number that stands for either an agreement or a disagreement

of the said statement. This was then evaluated by looking for the weighted mean of the

answers to come up with a substantial data that will support the research entirely. The

researchers chose a five level Likert scaling. The researches assigned values as follows: 1

= Strongly Disagree with a range of .01-1.00; 2 = Disagree with a range of 1.01-2.00; 3 =

Uncertain with a range of 2.01-3.00; 4 = Agree with a range of 3.01-4.00; 5 = Strongly

Agree with a range of 4.01-5.00. “Strongly disagree” being that particular category as

needing improvement, “Disagree” being that it isn’t doing so well, “Uncertain” being that

it is ok or fine as it is, “Agree” being that it is doing well, and “Strongly Agree” being

that it is exceeding expectations and is deserving of praise.

56
CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

The results of the study have been portrayed by this chapter that consist of the

presentation analysis and interpretation of data. It is very important to analyze eagerly the

data collected in order to test the hypothesis and answer all the questions that was found

from the previous chapter. All the results of the questionnaires are based on a

Quantitative Analysis of Data.

Analysis of Questionnaire

A total number of three hundred ninety-one (391) questionnaires distributed at

The Buzzz Café Robinsons Galleria Cebu Branch. All the data gathered from the

questionnaires responses has individual questions which the results must be added

together to find the highest frequency of occurrence and presented it through percentage

forms. Tabular Forms are used by the researches in presenting the analysis to input all the

data and combine two or more variables in one table.

57
Company profile

Business Profile

Type of Ownership

The Buzzz Café of Bohol Bee Farm is a restaurant that was established last 2000

which offer dishes that composed of 80% honey on it. It is a sole proprietorship business,

owned and headed by Mrs. Vicky Wallace a Filipina entrepreneur who married a

foreigner and now being helped in managing the business by his own son Mr. Abdul

Wallace and daughter Ms. Melanie Wallace.

The most uncomplicated and usual form of business where one can operate

without a legal entity is Sole Proprietorship. It is owned and formed by a person who is

100% responsible with all the debts, control, management and problem encountered by

the company. It can operate a name under the owner or make a fictitious name. As the

only owner, Mrs. Vicky Wallace has all the rights in decision making process. She owns

all the profits of the business. Whenever Mrs. Vicky Wallace hires employees on her

business it is already considered as the sole proprietor employees.

Sole proprietorship is easily conveyable where Mrs. Wallace can decide if her

ability is not enough already for the business she can sell or transfer her ownership to

another. Transferability refers to the effect whenever there will be conveying on an

existing business venture. It is not just transferable but the business can operate even Mrs.

Wallace is already incapable or under retirement.

58
Years of Operation

In 1999, Bohol bee farm was just a rest house of the Wallace family. By 2000

Mrs. Wallace discovered the culturing of honey from bees. For them honey was a great

business since it has no expiration date when produced raw. Later on they were invited on

a dinner by a friend who is a chef that suggested in opening a restaurant and they will try

to create series of recipes that will be composed of honey as the main ingredient. With

that idea they gain 100% growth on the business and provided 40 rooms, spa, bakery, ice

cream kiosk and souvenirs. Today Buzzz Café has 6 branches in Bohol including the

main branch which is at Dao, Dauis, Panglao, Bohol. Later by 2015 they already

expandedin Cebu City and had 2 branches.

From the 8 branches both in Bohol and Cebu that was stated in the research

methodology of the study. The researchers were only allowed to conduct 1 branch of

Buzzz café at Robinsons Galleria Cebu as for the safety and convenience. Their other

branch in Cebu is located at SM Seaside Mountain Wing Ground Floor Cebu but it is

only an ice cream kiosk.

The branch in Robinsons Galleria Cebu was established in 2015 together with the

opening of the mall. It stores hours is the same as the mall that is 10:00am to 9:00pm.

This branch can accommodate 80 customers inside and outside sitting at the restaurant.

Mostly all of its branches will depend on mall hours. Meanwhile in their main branch that

was established in 2000, doesn’t have an exact operation time as they accept customers

anytime and they believed that service is their number one priority.

59
Number of Branches

The Buzz Café of Bohol Bee Farm has total of 8 branches both in Cebu and

Bohol. The Main Branch which was established in 2000 that is located at Dao, Dauis,

Panglao, Bohol which is a resort type that has 40 rooms, 2 restaurants, 1 spa, 1 store of

spreads and honey, 1 bakery, 1 Ice cream kiosk and this is also the place where they

manufacture their products that will be distributed to different branches. The second

branch is at Alona beach front, Panglao Island, Bohol it is only an Ice cream kiosk. The

third branch is at Galleria Luisa,Tagbilaran, Bohol. The fourth branch is at Island City

Mall, Bohol. Fifth branch is located at Robinsons Galleria, Cebu established last 2015.

The sixth branch is at SM seaside, Cebu established last 2016, an Ice cream kiosk only.

The seventh branch is at Liteport center, Tagbilaran, Bohol. The eighth and newest

branch is at Alturas mall, Tubigon, Bohol.

Number of Employees

Out of 8 branches stated in the research methodology, the researchers were only

allowed to conduct 1 branch of The Buzzz Café of Bohol Bee Farm at Robinsons

Galleria, Cebu.

The Robinsons Galleria, Cebu has 30 employees that already include one (1)

manager, five (5) staffs, two (2) cashiers, two (2) assistant, five (5) cook, one (1) baker

and fourteen (14) service crews. All of their employees were originally from Bohol. They

all conduct their employment process and training at Bohol before they will be deployed

60
to Cebu. Mostly the employees in Cebu branch are those tenured employees with a good

performance from the main branch. All of the employees are provided with house

boarding in Cebu where they could still feel at home.

Aside from the Robinsons Galleria, the researchers have asked regarding how

many employees they have on their main branch at Panglao, Bohol since it is already a

resort type. Mr. Abdul whom the researchers interviewed said that as of now The Buzzz

Cafe have 300 employees in their main branch. That includes the waiters, cashiers,

masseurs, bakers, front desk, admin, tourist guide, farmers, janitors, housekeeping,

people working at the factory and souvenir shop.

Annual Revenue (1 year)

The researchers were only allowed to conduct 1 branch of The Buzzz café which

is at Robinsons Galleria, Cebu as safety is considered.

Mr. Abdul Wallace whom the researchers interviewed said that he could not give

out full information as it is per company’s policy but the good things is he was still able

to give the researchers the range of amount of annual revenue they received yearly.

The Buzzz Café of Bohol Bee Farm at Robinsons Galleria Cebu has ten (10) to

(30) million for 1 year while their main branch which is at Panglao Bohol has (30) to (60)

million for 1 year.

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Management Structure

PRESIDENT

GENERAL MANAGER

BRANCH OPERATION
MANAGER

AREA MANAGER AREA MANAGER

BRANCH MANAGER BRANCH MANAGER

PRESIDENT

GENERAL MANAGER

SALES MANAGER LOGISTICS MANAGER

HUMAN RESOURCE BRANCH MANAGER

FINANCE MANAGER

Figure 7: Management Structure

62
Customer Profile

Table 1

Demography

Demographics Frequency Percentage

Gender
Male 164 42%
Female 227 58%
Total 391 100%
Age
12-30 260 66%
30-70 131 34%
Total 391 100%
Nationality
Filipino 368 94%
Foreigner 23 6%
Total 391 100%
Civil Status
Single 257 66%
Married 124 32%
Divorced 5 1%
Separated 5 1%
Widowed 0 0%
Total 391 100%
Occupation
Student 101 26%
Working Professional 270 69%
Unemployed 20 5%
Total 391 100%

63
Based on the findings in table 1, out of the 391 respondents, 260 or 66% of them

are in the ages of 12 to 30 years old. While on ages of 31 and above has 131 or 34%

respondents. It only means that majority of the Buzzz Café customers are 30 years old

and younger.

The respondents mostly are female with 58% and 42% for the male. This shows

that more female is into organic products or service. Presumed that most of the female

respondents are health conscious and practicing healthier diet. Out of 391 respondents,

257 or 66% are single followed by the 32% fall under married. The results of the findings

simply say that most of the guests of the restaurant are single. Usually the customers of

Buzzz Café dine with their friends and single couple.

Most customers of The Buzzz Café are working professional with the average of

69% or 270 respondents. The second populous occupation bracket was the students

averaging 26% and last is 5% of the respondents are unemployed.

Assume that the most of the customers are working professional because some

students cannot avail the restaurants products. The 26% respondent results are students,

presumed that they were with their parents or relatives who can pay with them when they

took the survey or they were in a group which they can stake the bill. The other

respondent students are buying affordable products of the restaurant like ice cream,

spreads, honey and bakery products on which students can afford. The unemployed

respondents are most likely with their friends which they can also split the bills.

33% of the respondents has an income of 25,000 pesos and above followed by the

29% for the income of P10, 000 and below. Others have 19% respondents whose income

64
is 15,000- 20,000 pesos, 13% fall between the income of 20,000-25,000 pesos and 6% for

income 10,000-15,000 pesos. Based on the findings majority of the customers has an

income of 25,000 and above together with the income 15,000 to 25,000 which echo the

results of the working professional respondents. Presumed that the 29% for the income of

10,000 pesos below are from the students and unemployed respondents. Most Filipinos

nowadays loves to eat on a restaurant rather than eating at home especially if there is an

occasion.

Majority of the customers of the restaurants are Filipino with the 368 or 94%

respondents out of 391 questionnaires and the remaining 23 or 6% are foreigner. This

shows that lots of Filipino dines in the restaurant. Filipinos loves to eat, especially

Filipino cuisines and nowadays lots of Filipinos are into organic or healthier products

which mean many Filipinos are adapting healthy eating. The foreigner respondents of the

Buzzz Café were loyal customer of Buzzz Café farm in Bohol and others want to try

Filipino dishes.

65
Behavioral

Table 2

Products mostly bought

Variables Frequency Percentage

Organic Dishes 249 64%
Spreads 32 8%
Pure Honey 24 6%
Ice Cream 72 18%
Bakery Products 14 4%
Total 391 100%

Table 2 illustrate what product do customers usually buy/avail at the Buzzz Café

Robinson branch, the results are noted and were evaluated by the researchers. The most

products that the customers buy/avail at the restaurant are the organic dishes with the

average of 64% followed by ice cream product with 18% respondents. Only 8% bought

spreads, other chooses to avail pure honey with 6% and 4% on Bakery products. This

table represent that most customers avail the organic dishes of the Buzzz Café followed

by ice creams. This will help the restaurant to distinguish what products needs

improvement and should concentrate.

66
Table 3

Frequency of buying the product

Variables Frequency Percentage

Rarely, 1-3 times a year 136 35%
Sometimes, 4-6 times a year 134 34%
Fairly occasionally,7-9 times a year 77 20%
Very occasionally, 10-12 a year 44 11%
Others 0 0%
Total 391 100%

Table 3 represent as the buying potential of the Buzzz Café products and services

within a year. The Buzzz Café has the highest frequency where customers visit 1-3 times

a year which has 136 respondents or 35% with the insignificant difference where

customers visit 4-6 times a year with 134 respondents or 34%. 20% or 77 respondents 7-9

times visit the restaurant a year and 11% or 44 respondents are trusty valued customers of

the restaurant who visit 10-12 times a year. It shows that most customers of Buzzz Café

buy their products/dine one to six times a year which mean that buying potential of the

products/services are low.

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Table 4

Reasons of buying the product

Variables Frequency Percentage

Delicious Food 328 84%

Great Service 48 12%

Accessibility 15 4%

Others 0 0
Total 391 100%

This table shows that customers dine in attheBuzzz Café because the food is

delicious which has 84% or 328 respondents. The second in rank is that the Buzzz Café

has a great service with 12% or 48 respondents and others choose to dine in at the

restaurant because the place is accessible to the customers with only 15 or 4%

respondents. Finding indicates that customers choose the Buzzz Café because the

restaurant serves delicious food. Only few restaurants in Cebu can serve a delicious

organic food. It only shows that the Buzzz Café has a higher potential to compete with

another restaurant and to grow. The restaurant need to improve their service, service is

one key factor that can affects the decision making of a consumer.

68
Marketing Strategies

Table 5

Market Segmentation

MARKET SEGMENTATION

Demographic Behavioral

 Age 12-30  Ice cream enthusiast

 Income 25,000 above

 Male and female

 Students

 Working professional

The table above shows the Segmentation in three classifications the first one is

demographic where most customers are from ages 12-30 years old with an income 25,000

above that are students and working professionals both male and female. Next is

behavioral where customers choose the restaurant due to health conscious and lifestyle

also ice cream enthusiast which makes their ice cream different from the usual once,

lastly is geographic where they choose.

This also shows that the potential customers are from age 12-30 both male and

female who are students and working professionals. That is interested in organic and also

customers who have kept on returning back for their unique flavors in ice cream and

using organic and healthy ingredients on the inside and outside Metro Cebu.

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Table 6

Market Targeting

MARKET TARGETING

 Customers inside Robinson Galleria and outside Metro Cebu that are fond of

organic restaurants and food that are Filipino and foreign national, students,

young professionals also adults, both male and female that are health conscious.

Based from the findings the table above shows the target market where the

Filipino and foreign nationals usually dine in mostly young professionals with their

friends and family dines either noon or evening, which also includes students and adults

both male and female, who are health conscious and wanted organic.

Also targets customers inside Robinsons Galleria who curios and wanted to try

their product and the healthy conscious people, customers that also buys their product

like ice cream and different kinds of honey available in the restaurant.

70
Positioning

High quality

Salad Stop Cyma Greek

Taverna

Abaca Baking Healthy U'

Company VegetarianDelights
Resto Cebu

Wellnessland Vegetarian
Cafe Restaurant
Low price High Price
Mooshi Phat Pho

My Greek
Anzani
Taverna
Restaurant

Mr. India
Restaurant Tavolata
Restaurant

Low quality

Figure 8: Product Positioning Map

The graph above shows the positioning of The Buzzz Café, where they are a

restaurant that offers both high quality and high price. The ingredients they use for their

product are pure organic also from their own farm to sustain freshness and quality. That

71
focuses on American and Filipino cuisine, not only selling food but also other products

they manufacture like honey, ice cream, spreads and etc.

The companies above the graph are the main competitors of the Buzzz Café where

they also serve healthy and organic dishes. The restaurant offers healthy and organic

foods straight from their farm that ensures proper diet; they also replace sugar with honey

as their sweetener for healthier alternative.

72
7p’s of Marketing

Product

The Product strategy of the Buzzz Café is that they are producing products that

are very consumable from everyday lives of the customers such as spreads and breads.

They made use of honey as their sweetener since they said pure honey doesn’t have an

expiration date and it is also healthy. They made use of flowers in their salads to attract

new customers in trying out unique food and would wonder what flower tastes like. They

made an ice cream that has unique flavors which give them the trademark on how

everybody knows them. They made sure that malunggay flavor will be the one flavor that

will be used to tell the customers that is their bestselling so they could increase sales on

it. They also offer bags and souvenirs that the profit is not under by the Buzz café but this

is given directly to the makers who were renting a place at Bohol Bee Farm and

producing souvenir with labels of the Buzzz Café with this they could help local artists

and crafters and support Philippine made products. They serve their food in glass wares

or paper wares and less on plastic wares which only be used for takeout for food and ice

cream containers.

73
Table 7

Product

Mostly organic Frequency Percentage

Strongly Agree 168 43%

Agree 195 50%
Uncertain 18 5%
Disagree 8 2%
Strongly Disagree 2 0%
Total 391 100%

Delicious Food Frequency Percentage

Strongly Agree 148 38%

Agree 205 52%
Uncertain 26 7%
Disagree 11 3%
Strongly Disagree 1 0%
Total 391 100%

The table 14 above shows the summary of the survey about how the customers

find the product that is being offered at The BuzzzCafé. This means that most of the

consumers approve that the product offered by the restaurant are organic with the 50%

agreed and 43% strongly agreed and they find it delicious with the 90% combined

average of consumers who agreed and strongly agreed. The results show that Buzzz Café

products are into organic dishes and goods and it is delicious which we presumed as

researchers that the restaurant has a high potential of competing with other restaurant

who offers the same category of offerings.

74
Price

The pricing strategy of the Buzzz Café is that they target customers who are

inside Robinsons Galleria. They mainly target the medium to high class Filipinos and

Foreigners. First, they offer children meals which has the course that is friendly for kids

and has a price range of 200-300 pesos. Next is they offer bundle meals with different

courses that has a price range of 200-300 pesos. They also offer platters for 3 persons

which and has all the course you needed the appetizer, main dish and dessert which has a

price of 1900 pesos. With their ice creams they price it per scoop that is 60 pesos for 1

scoop and 120 for 2 scoops of ice cream.

Table 8

Price

Affordability Frequency Percentage

Strongly Agree 103 26%
Agree 173 44%
Uncertain 79 20%
Disagree 35 10%
Strongly Disagree 1 0%
Total 391 100%

The table 15 above shows the summary on how customers find the price of the

Buzzz Café. In regards about the affordability of the price of the food which is being

offered at The Buzzz Café in the findings it stated that most of the consumers finds the

Buzzz café product price are affordable. However, there are 20% who consumers are

75
uncertain and 10% who disagreed that it is affordable this means not all consumers find

the offerings affordable. Presumed that customers who answered that it is affordable are

working professionals and who responded uncertain and disagree are student and

unemployed. Assuming also that some working professional, student and unemployed are

uncertain or not satisfied with the price they pay because they didn’t find its price worth

the taste or the service they get.

Place

The place strategy of the Buzzz Café is that they made sure that it is accessible by

the customers and easy to locate inside the Robinsons Galleria. They also made sure that

their location is far from their competitors who have the same concept as theirs. When

customers car pass by they can directly see the signage of the Buzz Café just outside the

mall. When they opened the restaurant, they opened it together with the grand opening of

the Robinsons Galleria. With that they have doubled up their sale for their first year.

Their store hours are the same time as the mall hours.

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Table 9

Place

Accessibility Frequency Percentage

Strongly Agree 84 21%

Agree 198 51%

Uncertain 77 20%

Disagree 32 8%

Strongly Disagree 0 0%

Total 391 100%

Comfortability Frequency Percentage

Strongly Agree 84 21%

Agree 198 51%

Uncertain 77 20%

Disagree 32 8%

Strongly Disagree 0 0%

Total 391 100%

Table 16 shows the results on how the customers find the place of the Buzz Café.

The result shows that most consumers responded that the Buzzz café are accessible with

the combined marks of agree and strongly agree assuming these following factors:

customer’s workplace are walking distance to the restaurant or their residing near the
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restaurant, second factor is customers who have private vehicle and lastly parking space

are numerous. We presumed that the combined results of uncertain and disagree are those

respondents who find that the restaurant is hard to reach because some consumers are not

from Cebu city, consumers who don’t have their own vehicle, limited public vehicle

availability going to the area and prone to traffic area. The second table shows that most

respondent reacted that the place is comfortable. Presumed that the combined average of

28% of uncertain and disagree are the customers who didn’t find the place friendly to

their eyes, they were not comfortable of the chair, table and etc. also assuming that

consumers didn’t find the table setting sequence of the place comfortable, the AC is not

cold enough and lastly researchers assumed that they might be numerous parking space

however it is far from the restaurant.

Promotion

The promotion strategy of the Buzzz Café is they take advantage of the word of

mouth. Others have known their restaurant due to loyal customer’s feedback and spread

their great experience to their friends and family. They also have a website which has the

list of all their branches and products which you can order online. They don’t have an

active social media accounts as they lack on this part and they are still on process of

doing it as they said they haven’t take advantage of the technology.

78
Table 10

Promotion

Discount offers Frequency Percentage

Strongly Agree 97 25%

Agree 151 39%

Uncertain 123 31%

Disagree 20 5%

Strongly Disagree 0 0%

Total 391 100%

Social media active Frequency Percentage

Strongly Agree 55 14%

Agree 108 28%

Uncertain 172 44%

Disagree 51 13%

Strongly Disagree 5 1%

Total 391 100%

Website Accessibility Frequency Percentage

Strongly Agree 54 14%

Agree 120 31%

Uncertain 172 44%

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Disagree 40 10%

Strongly Disagree 5 1%

Total 391 100%

Table 17 shows the summary on how customers find the promotion of The Buzzz

Café. The first table stated that 248 respondents answered that the restaurant offers

discount and freebies however 143 out of 391 responded that the restaurant doesn’t offer

good discount and freebies on which we researchers can utilize this area to improve to

maximize potential consumers and especially the profit. We find outs that most

respondent didn’t think that the Buzzz café is active in social media which echo to result

of the last table on which most answered also uncertain that the restaurant website is hard

to access this simply means that the restaurant is poor in engaging their potential

customers thru the use of technology in terms of internet.

People

The people strategy of the Buzzz Café is they made sure that within a year they

would conduct a survey on how are the experiences of the customers they must know on

what are the buying behavior of the customers and which products were bestselling.

When it comes to employment they don’t have a very strict requirement on it. They hired

applicants as long as they are hardworking and can do the job very well and must be from

Bohol only. All their employees in Robinsons Galleria Branch was being trained at their

main branch in Bohol and must gain higher experience before they are being transferred

80
at Cebu City branches or on other branches. Their employees are trained to be very

friendly and attentive towards customers request. They are also being trained on how to

escalate on customer complaints as the Buzzz Café wanted to prioritize service.

Table 11

People

Friendliness Frequency Percentage

Strongly Agree 170 43%

Agree 191 49%

Uncertain 22 6%

Disagree 8 2%

Strongly Disagree 0 0%

Total 391 100%

Promptness Frequency Percentage

Strongly Agree 136 35%

Agree 205 52%

Uncertain 35 9%

Disagree 12 3%

Strongly Disagree 3 1%

Total 391 100%

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Table 18 shows summary on how customers find the people of The Buzzz Café.

This table represent on how the people of the organization are well trained and well

mannered. The result shows that a lot of the respondents are pleased of the service given

by the staff by being friendly, polite and prompt in taking orders/request. These findings

serve as one of the strength that the firm abstain.

Process

The Process strategy of the buzz café is that they made sure that order taking

process must not go beyond on the expected time customer needed to wait as they might

get irritated already if the food is given later than they expected. Employees made sure

that once the customer arrived at the restaurant they are given the menu and assist already

on the order and ask questions and offer some bestselling on their menu for the customers

to try out they made sure to give specific time for customers on how long they would

wait for the food to arrive. Right after the food was given the employees gave time for the

customers to chitchat and talk and wait for them to ask the bill. Once they asked for the

bill the staff would ask the customers if they have another order for takeout like spreads

or ice creams if the customers had no other request they immediately process the bill and

gave the change of the customers. Once the customer leaves they clean the plates and

table directly for the next customer to use.

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Table 12

Process

Service satisfaction Frequency Percentage

Strongly Agree 159 41%

Agree 194 50%

Uncertain 24 6%

Disagree 9 2%

Strongly Disagree 5 1%

Total 391 100%

On-time service Frequency Percentage

Strongly Agree 213 54%

Agree 162 41%

Uncertain 10 3%

Disagree 6 2%

Strongly Disagree 0 0%

Total 391 100%

Excellent experience Frequency Percentage

Strongly Agree 221 57%

Agree 146 37%

Uncertain 19 5%

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Disagree 5 1%

Strongly Disagree 0 0

Total 391 100%

Table 19 shows on how customers find the process of The Buzzz Café. %. The

finding simply says that most consumers were satisfied with service and experience in

dining at the Buzzz café. This table results echoed the previous finding that most

customers were satisfied with the friendly, polite, prompt service and delicious food that

the firm has offered.

Physical evidence

Their physical evidence strategy is that they put a very big logo signage outside

the mall where customers who pass by can easily locate their restaurant. Their restaurant

is convenient for those who have cars but less on who are riding public transportation.

They made sure that their concept of the restaurant must gave the customers an

experience that they are like taken to the Bohol Bee Farm in Bohol. They made use of

locally made furniture’s for their stores and put up a relaxing music while customers

enjoy their food. Cleanliness also is their priority, they made sure that their comfort

rooms are very clean and whenever the customers are done eating they immediately clean

the tables for the next customer to arrive.

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Table 13

Physical Evidence

Unique food presentation Frequency Percentage

Strongly Agree 167 43%

Agree 166 42%

Uncertain 47 12%

Disagree 8 2%

Strongly Disagree 3 1%

Total 391 100%

Clean restaurant Frequency Percentage

Strongly Agree 213 54%

Agree 162 41%

Uncertain 10 3%

Disagree 6 2%

Strongly Disagree 0 0%

Total 391 100%

Table 20 shows the summary on how the customers find the physical evidence of

the Buzzz Café. In regards about the results on how unique are their food presentations.

The table shows that combined average of 85% agree and strongly agree says that the

presentation of the food is unique. However, there is 15% who answered uncertain,

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disagree and strongly disagree assuming that these consumers want to see improvement

of the food presentation and to see distinctive look of the food. In terms of the cleanliness

of the Buzzz café which is one of the most important service that can be given to the

customers intangibly the respondents identified that the restaurant is clean with the

combine average of strongly and agree with 95%. 5% recognized that the restaurant need

to improve its cleanliness even thou the number is insignificant the 5% or 16 respondents

is a threat digit. Buzzz café fall under the food industry and restaurant which cleanliness

matter the most.

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Table 14

SWOT Analysis

SWOT ANALYSIS
Strengths Weaknesses
 Serves healthy dishes  Weak brand awareness
 Unique food  Poor access to social media.
presentation  Unsystematic employment
 Efficient food service  Poor company manual
 Different varieties in  Nonexistent of Marketing
product Department
 Strong advertising
through word of mouth

Opportunities Strengths-Opportunities Weaknesses-Opportunities

Strategies
 High penetration Strategies  Penetrating market through
of social media  Introduce healthier social media platforms
 High traffic area options and to aware  Plan and develop seminars,
 Healthy their customers team building and
conscious  Improving customer comprehensive training
people service beyond existing process
services  Implement vision and
mission
 Hire Marketing team

Threats Strengths-Threats Weaknesses-Threats Strategies

 Large Strategies  Develop strong brand
competitors in  Introduce new product awareness
the area  Implement unique pricing
and enhancing existing
 Lower price strategies
products
alternative  Develop new pricing
 Tax and strategy by revising
governmental their combo meals
requirements

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The table above shows the SWOT/TOWS Analysis of Buzzz Café, where they

serve healthy dishes, unique food presentation, efficient food service and different

varieties in the product is their strength, while weakness they have a weak brand

awareness and limited access to social media, opportunities where they can use to be

more successful is high penetration of social media, high traffic area and healthy

conscious people, for threats where they have large competitors in the area, lower price

alternative, and lastly Tax and government requirements.

The company should offer options not only in their foods and products but also

in drinks or for vegetarian customers that doesn’t eat meat. To enhance their brand

awareness in maximizing the use of free internet advertisement through social media,

also enhancing their website giving company background to let the customers understand

what they serve.

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CHAPTER 5

SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATION

SUMMARY

The study attempted to analyze The Buzzz Café of Bohol Bee Farm marketing

strategy using the 7P’s, SWOT and STP. This problems and challenges that The Buzzz

Café of Bohol Bee Farm has encountered were also listed down as guide for the

recommendation and interventions that the researchers have proposed for the restaurant.

The researchers used both qualitative and quantitative data in the study. Gathered

data was being done by surveys and interviews over a period of 2 months. The

respondents were the customers and the owner of The Buzzz Café of Bohol Bee Farm.

SUMMARY OF FINDINGS

Business profile

Company Profile

1. Type of Ownership of The Buzzz Café is sole proprietorship where it is the most

uncomplicated and usual form of business where one can operate without a legal

entity. It is owned by Mrs. Vicky Wallace a Filipina entrepreneur who married a

foreigner and now being helped in managing the business by his own son Mr.

Abdul Wallace and daughter Ms. Melanie Wallace.

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2. Years of Ownership of The Buzzz Café is already 17 years of operation from just

a rest house and discovering of culturing of honeys and then slowly developed

into a restaurant.

3. Number of Branches of The Buzzz Café has total of 8 branches with 6 branches in

Bohol and 2 branches here in Cebu City. One is just an ice cream kiosk that is

found at SM Seaside City Cebu and the other one is a restaurant at Robinsons

Galleria Cebu.

4. Number of Employees of the Buzzz Café Robinsons Galleria Branch has 30

employees that already include one (1) manager, five (5) staffs, two (2) cashiers,

two (2) assistant, five (5) cook, one (1) baker and fourteen (14) service crews

while their main branch which is at Panglao Bohol has 300 employees.

5. Annual Revenue (1 year) of The Buzzz Café of Bohol Bee Farm at Robinsons

Galleria Cebu has ten (10) to (30) million for 1 year while their main branch

which is at Panglao Bohol has (30) to (60) million for 1 year.

6. Management Structure of the Buzzz Café of Bohol Bee Farm is composed of

President which is Mrs. Vicky Wallace. Their General Manager which is Mr.

Abdul Wallace. Their Branch Manager is Ms. Melanie Wallace. They have 4

departments which is the Sales, Human Resource, Finance, and Logistics their

only lacking is the Marketing Department. All of their employees with that

department are mostly their family relatives.

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Customer profile

Demography

1. Gender for the customers who usually dine at the Buzzz Café has higher

percentage on Female and Male has the least. This means there are a lot of Female

than Male customers who visited the restaurant.

2. Age for the customers who usually dine at the Buzzz Café has the highest

percentage on the age bracket of 12-30 and the least is 30-70. This means that the

Buzzz Café has a lot of millennial customers.

3. Nationality for the customers who usually dine at the Buzzz Café has the highest

percentage for Filipino customers and least for Foreign customers. This means

there are a lot of Filipino customers who usually dine at the Buzzz Café

Robinsons Galleria Branch.

4. Civil Status for the customers who usually dine at the Buzzz Café has the highest

percentage for single. Followed by married and the least is divorced and

separated. This means that there are a lot of single customers who dine at the

Buzzz Café.

5. Occupation for the customers who usually dine at the Buzzz Café has the highest

percentage on working professional. Followed by students and least is

unemployed. This means that most of the customers who dine at the Buzzz Café

are already working and some of it are students.

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Behavioral

1. Products mostly bought of the customers at the Buzzz Café are the organic dishes

followed by the ice cream and the least which is the spreads, honey and bakery

products. This means that mostly the customers bought organic dishes from the

restaurant and if they only want snack they will buy their ice creams.

2. Frequency of buying the product of the customers at the Buzzz Café got the

highest percentage on rarely that is 1-3 times a year followed by sometimes which

is 4-6 times a year and the least would be Fairly occasionally which is 7-9 times a

year and Very occasionally that is 10-12 times a year. This means that the Buzzz

Café of Bohol Bee Farm got only a few of loyal customers.

3. Reasons of buying the product for the customers at the Buzzz Café got the highest

percentage on delicious food. Followed by great service, and the least is

accessibility of the location. This means that the reason for the customers on

buying their product is because it is delicious.

Marketing Strategies of Bohol Bee Farm

Segmentation, Targeting, Positioning (STP)

The Buzzz Cafe of Bohol bee farm which used two parts of segmentation namely

demographic and behavioral acquiring the potential customers for the company which are

both male and female with an average income 25,000 above both who are young

professionals. Also, customers that are fond of ice cream. Focusing on customers inside

Robinsons galleria and outside Metro Cebu that are health conscious both Filipino and

foreign nationals that are students and young professionals. The positioning of the

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company is both high in quality and price, using organic products and ensures the

freshness and quality.

7P’s of Marketing

1. Product strategy of the Buzzz Café is that they are producing products that are

very consumable from everyday lives of the customers. That includes their

organic dishes, delicious ice creams, spreads and breads. They made sure that all

their products must be freshly made and organic. Even their product packaging

must be environmental friendly also.

2. Price strategy for the Buzzz Café is composed of bundle meals which customers

can enjoy with different courses that is 200-300 pesos. They also offer bundle

meals for children so it would be child friendly dishes for customers who have

kids that is 150-300 pesos. They also offer platters for group of people that is

1500-2500 pesos.

3. Place strategy for the Buzzz Café is they made sure that their location can be

easily located and accessible for the customers. They made sure that they are far

from their competitors who have the same concept as theirs.

4. Promotion strategy for the Buzzz Café is they rely and take advantage by the

word of mouth from their customers. They also have a website which shows their

branches details and store locations.

5. People strategy for the Buzzz Café is that they hire and train their employees from

their main branch before they transfer them to different branches. They are trained

on how to handle customers properly especially on handling customer complaints

as the Buzzz Cafe said good service is their number one priority.

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6. Process strategy for the Buzzz Café is that they made sure order taking process

must not go beyond on the expected time customers needed to wait. They made

sure that they inform the customers very well. Answer and ask questions if they

have any other requests right after the order.

7. Physical Environment strategy for the Buzzz café is that they made sure that the

concept and interior design of their store has that feeling that customers are dining

at their main branch which is in Bohol. They made use of locally made products

for their furniture. Cleanliness also is their priority they made sure all their tables

are clean once customer is done eating and comfort rooms are very clean.

Strengths, Weaknesses, Opportunities, Threats (SWOT)

1. The strength of the company ensures the quality of the food, serving healthy

alternative also giving a good customer relationship, and having a good market

advertising using word of mouth and different types of product customers can

choose from.

2. The weakness of the company shows that in terms of brand awareness not being

able to fully use the media platforms and the employment where they don’t have a

proper process in hiring employees, only hiring direct and indirect family

members.

3. The opportunities of the company that they should make use of free advertising

due to involving technology, a lot of people nowadays are conscious of their

health and what they are eating and grabbing the opportunity to attract a lot of

customers inside the mall.

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4. The threats of the company due to their product being expensive, where other

customers can’t afford, there are a lot of other restaurant that offers good food in

the area that are more affordable, because they’re situated inside the mall which

creates high competition choosing another restaurant.

CONCLUSIONS

Based on the analysis and findings of the survey, the researchers concluded:

1. The lack of Marketing Strategy of The Buzzz Café of Bohol Bee Farm leads

to the slow progress of the company.

2. Majority of the respondents of The Buzzz Café of Bohol Bee Farm are female

and 30 years old and younger. Many of the respondents are Filipinos. The

results of the findings simply say that most of the customers of the restaurant

are Single and are working professional and fall in the higher income bracket

ranging from 25,000 pesos and above per month.

3. Based on the analysis and findings of the researchers, most of the respondents

usually avail the organic dishes followed by ice creams. It shows that most of

the respondents buy their products/dine one to six times a year which mean

that buying potential of the products they choose to dine in at The Buzzz Café

of Bohol Bee Farm because the food is delicious.

4. The Segmentation is based through customers that usually dine in are young

professionals with an income 25,000 above at the from 12 - 30, Target Market

based on the findings we have gathered that the customers inside Robinsons

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galleria, outside Metro Cebu that are conscious of their health, both Filipino

and foreign citizens that are students, young professionals and adults. The

Positioned that The Buzzz Café of Bohol Bee Farm would be a high price and

quality, ensuring the products and ingredients they use in their products are

pure organic and fresh.

5. The result of the study confirmed that the top 3 most considered factors of The

Buzzz Café of Bohol Bee Farm customers in considering which restaurant to

dine in are price, location and uniqueness they can offer to the market.

6. In terms of SWOT, the Strength of the Company are they have unique food

presentation, serves healthy dishes, different varieties in product and Strong in

the basis of Word of mouth. Weakness of the company would be weak brand

awareness, poor access to social media, unsystematic employment, and poor

company manual and nonexistent of Marketing Department. The opportunities

of the company would be high penetration of social media, high traffic area,

and healthy conscious people. Lastly, the Threat of the company would be

large competitors in the area, lower price alternative and tax & governmental

requirements.

7. The researchers have concluded that despite of having good services and great

customer impact, the Buzzz Café of Bohol Bee Farm is also having a lack of

Marketing team inside the community. The Buzzz Café of Bohol Bee Farm

needs to improve and hire marketing strategist in order for them to innovate

and benchmark their brand and expand to capture new consumers.

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RECOMMENDATIONS

Based on the findings of the study, the following are recommended for the

development of The Buzzz Café of Bohol Bee Farm.

1. Business Profile – The Company must provide proper company manual so that all

employees must know the vision and mission of the company. The researchers

believe that the findings and results are mature and stable markets; the company

must not assume that they’re operating in such a market. Instead, The Company

should hire marketing people who will collect data on hundreds of variables and

use mature and practical statistical procedures to try segment the market, with a

goal of identifying profitable new segments to target. The Company needs to

make sure that the market is large enough to matter and customers can be easily

contacted.

2. Segmentation – The Company must focus on the substantiality and Action ability

to which by making a helpful program that is for enchanting and serving segments

which is properly designed, arranged and directed.

3. Targeting – The Company must have undifferentiated marketing to reach the

greatest number of buyers, and focuses on the common need everyone shares.

4. Positioning – The company must have specific product attribute positioning,

attribute must have create a benefit for the guest, subway as a healthy alternative

to fried fast foods, and the company must create taglines.

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5. Price – The Company should take the price offered by competitors as a threat

since people will always prefer to dine in the more affordable restaurants. Perhaps

a revision of their pricing or combo meal will attract more customers to patronize

their product.

6. Place - The Company should pursue in opening another branch that is accessible

for public transportation and near business centers to create brand awareness and

interaction to more customers.

7. Product – The Company should maintain the uniqueness of their organic ice

cream; adding more flavors can gain more customers. They should also consider

offering their customers a new product such as soups and healthy and organic

shakes. They should introduce a dish that will give them another trademark aside

from their famous organic ice cream.

8. Promotion – The Company should also promote their product by flyers and

classified ads passed around to the local businesses or BPO companies with

coupons, promos and discounts attached to gain and increase the customers

market. The company can also have punch cards after purchasing 8-9 meals, the

10 will be free. Punch cards and other ads can help and an effective way of
th

increasing and gaining sales from a specific customer. Giving them, free entrée

can give them the feeling of value. The researchers suggest having a stronger

online presence as it is where most of the customers get their information. This

would mean revamping their website, reviving their Facebook Like Page with

stricter rules in how to handle conflicts and constantly update these digital

platforms. The most critical would have to be restaurant’s website as it is not

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searchable and not generating enough traffic. There must be a complete overhaul

of the website. The researchers predict that when this is in place, there would be

more exposure of the restaurant. A way that the restaurant can see if their website

is effective is if they have a promo that can only be available on the website. If a

customer checks in the promo, then they can identify that the customers searched

through their website. Aside from their website, if the restaurant would like to

share what it means to completely go organic to a big audience, then going to

Facebook is their best option since it’s easy and has a massive audience. This is

just one of the many possibilities for the restaurant.

9. People –The Company should concentrate on the customer’s experience. The only

way that the customers comes back in a restaurant is if they are happy and

contented with their overall experience. All employees must have a proper

complete training and seminars to develop their customer service skills. The

employees must learn and know how to escalate problems and encouraged to ask

for help from the manager if they are unable to resolve such issues. The company

must also offer team meetings or team buildings to enhance their bonding and

give them the drive to do more.

10. Process – The Company should assign a team with good communication skills

and marketing skills to always monitor and check the customer experience and the

restaurant for improvement.

11. Physical Evidence – The Company should always meet the standards because

consistency plays a big part in a business.

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12. SWOT analysis portrays that the business is likely to maintain for improvement

on their competitiveness and weakness due to its strengths. In order to have

advantage against its competitors who are planning to expand locally the business

must look on to better opportunities for expansion locally as soon as possible. The

Buzzz Café of Bohol Bee Farm can emphasize quality and uniqueness in

innovation of products to differentiate them and it can also address the issue of

competition with low-cost organic products. The Buzzz Café of Bohol Bee Farm

can also increase efforts for trademark and intellectual property protection to

reduce the threat of imitation.

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APPENDIX A

Transmittal Letter

February 22, 2017

[Link] Wallace
Owner
The Buzzz Café Of Bohol Bee Farm
Dao, Dauis, Panglao Island, 6339
Bohol, Philippines

Dear Mr. Wallace,

We, the fourth year BSBA Marketing Management students from the University
of San Carlos – Downtown Campus, Cebu City Philippines currently enrolled in
Marketing Research, are conducting a research study entitled “Assessment of Marketing
Strategies of The Buzzz Café of Bohol Bee Farm, Panglao Bohol in selected branches
here in Cebu City and in Tagbilaran City, Bohol.
In lieu with this, we would like to ask for your permission to allow us to hand out
questionnaires to you and your employees in your company on different hour of the day
for about a week. Rest assured that all the data gathered will be treated with utmost
confidentiality and for academic purposes only.
Should you have any inquiries regarding our study you may contact us at any time
through this number. Dumagan, Allure Natalia 09561561108 or Doloricon, Angela
09254671681.

We are hoping for your positive response.

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APPENDIX B

Research Instrument

Instructions: Please fill out the questionnaire provided below by either checking your

chosen answer or by stating what is asked.

I. Company Profile

1. Legal Name of the Business:

2. What is the vision and mission of the business?

3. When did this company started?

4. Describe the Marketing and Sales Department Structure?

5. How many branches do you have now?

6. How many employees are currently working now?

7. Annual revenue for 1 year?

II. Segmentation, Targeting, Positioning

8. What language do your customers speak?

9. When are they most likely to shop or dine in?

10. Where do they look for information?

11. What keeps your company from using organic product?

12. When did you come up with your idea?

13. When did you decided to sell this product?

14. Who did you think it would help?

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15. Who did you plan to sell it to?

16. Why specifically do you want to create this product or service?

17. Why specifically are you interested in selling this product or service?

18. How is your brand position being the same to other occurring brands in the

market place?

19. Do you have the materials to develop and preserve the position you aim for?

20. How should your product position in the marketplace?

III. 7 P’s

A. Product

21. What exactly is the product or service?

22. What need does it satisfy?

23. In order to attain the needs, what are the features must be considered?

24. Tell us all about your “product quality”

25. How do you package your product?

B. Price

26. What are your pricing strategies?

27. How do you react to your competitor’s prices?

28. What’s your customer’s perception of the product value you deliver?

29. Have you taken the availability of alternatives into account with your pricing?

30. Can your mode of service delivery, specifications or design add value?

C. Place

31. Where do your customers look to buy your product or service?

32. Where are your competitor’s selling?

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33. Where do you need to be in order to gain interest from buyers?

34. Do you think your product is appropriate enough or convenient for the

customer to buy? If yes why or why not?

D. Promotion

35. How do you advertise your products?

36. Are there any expected promos or discounts for the product or service you’re

marketing?

37. Do you endorse your product?

38. Is your website’s information all about the company, or product promotions are

kept to date and the design are updated?

39. Do you sell your product or service through your website?

E. People

40. What are the buying behaviors of customer(s)?

41. What are the trends that your customer(s) are following?

42. What are your challenges encountered in the company?

43. Do your workers/co-workers regularly come forward with ideas, problems or

suggestions?

44. What is your “golden rule” in customer service?

F. Process

45. What can you say about this line “It is very critical on customer satisfaction in

regards with the process on how the products and services being delivered and

the attitude of the person who delivered”.

46. Is waiting must be done by customers?

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47. Do customers are always informed?

48. Is your company system designed for customer’s benefits not for employee’s

convenience?

49. On a scale of 1-5 how would you rate your company’s overall process in

giving the customers the satisfaction they expected from first encounter?

G. Physical Environment

50. Do you find the location of the Café well placed?

51. Is your Café convenient enough for the customers?

52. What attracts people to this place?

53. Do you have some facilities in the company?

IV. SWOT

A. Strength

54. What is the unique thing about The Buzzz Café of Bohol Bee Farm?

55. What is your strength?

B. Weakness

56. Which area do you think it needs the most improvement?

57. What are your weaknesses?

C. Opportunities

58. Do you think The Buzzz Café of Bohol Bee Farm will be successful over all its

competitors?

59. What are your opportunities?

D. Threats

60. What is the main problem faced at The Buzzz Café of Bohol Bee Farm?

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61. What are your Threats?

B. Survey Questionnaires (For Customers)

Good day! We, the 4th year Marketing students of the University of San Carlos are
conducting a survey. We want to get even a little bit of your time and we assure that
answers and opinions given by the respondents shall remain confidential unless proper
authorization from the respondents shall be acquired for transparency purposes. This
study is for academic purposes only. Thank you very much!

Respectfully,

THE RESEARCHERS

Name (Optional):
Gender: Age:
Nationality: Civil Status:
Occupation:
Income per year: O Below – 10,000 O 25,000 - Above
O 10,000 – 15,000
O 15,000 – 20,000
O 20,000 – 25,000

A. Instructions: Please fill out the questionnaire provided below by checking your
chosen answer by stating what is asked.
1. How often do you visit The Buzzz Cafe per year?
a. Rarely, 1-3 times a year
b. Sometimes, 4-6 times a year
c. Fairly occasionally, 7-9 times a year
d. Very Occasionally, 10-12 times a year
e. Others _____________________

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2. What product/s do you usually buy/avail?
a. Organic Dishes
b. Spreads
c. Pure Honey
d. Ice Cream
e. Bakery Products
f. Others _________________

3. Do you think The Buzzz Cafe is famous in Cebu?

a. Yes
b. No

4. Why do you choose The Buzzz Cafe?

a. The food is delicious.
b. The service is great.
c. The place is accessible.
d. Others (specify) ___________________

5. Aside from The Buzzz Cafe, Which Restaurant do you usually dine in?
________________________

6. What time of the day do you prefer to eat at The Buzzz Cafe?
a. Morning
b. Noon
c. Afternoon
d. Evening

7. Are you satisfied with the services provided here?

a. Yes
b. No

8. How did you hear about The Buzzz Café?

a. Friends/Relatives/Referrals
b. Internet/Social Media/Website
c. Brochure/Fliers/Newspaper
d. Others (specify) __________________

9. Who were with you when you dine at The Buzzz Cafe?
a. Alone
b. Family
c. Friends
d. Classmates/Workmates
e. Others _______________

10. How much money do you usually spend at The Buzzz Cafe per person?
a. P100-150

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b. P151-200
c. P200-250
d. P300 +

11. Are you satisfied with the variety of dishes The Bohol Bee Farm has provided?
a. Yes
b. No

12. Do you think The Bohol Bee Farm should introduce more dishes?
a. Yes
b. No

B. Please put a checkmark in the corresponding boxes that best suits your level of
agreement
(5 = Strongly Agree, 4 = Agree, 3 = Uncertain, 2 = Disagree, 1 = Strongly Disagree)

ITEM 5 4 3 2 1
The quality of the food is at its finest.
Their products are mostly organic.
Their food is very delicious.
The price of the food is affordable.
The location of the restaurant is accessible.
The place is very comfortable.
They offer discounts and freebies.
They are very active in social media.
Their website is accessible.
The staffs are very friendly and polite.
The staffs are prompt in taking
orders/requests.
The service of Buzzz Café is superb.
The experience in Buzzz Café is excellent.
The food is given the exact time being
promised.
The presentation of the food is unique.
The restaurant is very clean.

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APPENDIX C

TIMETABLE OF ACTIVITIES

DATE

01-13-17

02-22-17

03-09-17

03-15-17

03-24-17

03-29-17
04-29-17

05-29-17
06-29-17
07-29-17
08-29-17

09-29-17
02-8-17
ACTIVITIES

Marketing thesis proposal seminar series

Approval of Concept Paper
Select a business and get consent to study
them
Finalize topic for the thesis
Making concept for chapter 1,2,3
Formulate title & SOP
Finish chapter 1
Research for framework to use for
chapter 2 and RRL
Finish chapter 2
Making research methodology
Submission of chapter 1-3 to advisor for
feedback
Revision
Finalizing of research proposal
Submission of research proposal
Thesis proposal defense
Revision
Approval for thesis proposal
to proceed to chapter 4 & 5
Finalizing Questioner
Survey
Gathering of survey & recording data
Consultation
Presentation of data, Analysis &
Interpretation of data
Making of sum-mary, Conclusion &
Recommendation

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Consultation
Finalizing of chapter 4 & 5
Finalizing of Thesis
Submission of Thesis
Final thesis defense

APPENDIX D

PROGRAM BUDEGT

NAME PURPOSE TOTAL AMOUNT AMOUNT PER

PERSON
PRINTING For the thesis papers 700 100
to be submitted to
the adviser & panel
members and copy
of questionnaire to
be photocopied.
PHOTOCOPY For survey 500 71.43
questionnaires to be
given to the
customers.
BINDING For securing the 360 51.43
papers to be given
to the panel
members.
GROUP MEAL For the researchers 1400 200
to taste products of
the Buzzz Cafe of
Bohol Bee Farm.
TOTAL 2,960 422.86

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CURRICULUM VITAE

Personal Information

Name:Allure NataliaDumagan

Date of Birth:March 5,1993

Address:181C Ma. Christina Extension Capitol Site Cebu

City

Contact No:0956-156-1108

E-mail address:alluredumagan5@[Link]

Educational Background

Elementary: Stella Maris College 2000-2006

High school: Aloran Trade High School 2006-2010

College: University of San Carlos - Downtown Campus 2010-present

Relevant Work Experience

116
OPS Utilbill Philippines 2011-2013

Admin Assistant Vuxid 2013-2015

HR Alfa Business Outsourcing 2015-2017

Personal Information

Name:Christine A. Rodil

Date of Birth:December 13,1994

Address:Rainbow Village Kinasang-anPardo City, Cebu

Contact No:

E-mail address:tinnieeeee18@[Link]

Educational Background

Elementary: University of San Jose Recoletos–2002 - 2008

High school: University of San Jose Recoletos – 2008 - 2012

College: University of San Carlos - Downtown Campus – 2012 - present

Relevant Work Experience

117
Personal Information

Name:Yves Russell R. Caballero

Date of Birth:November 16 1996

Address:479 R. Duterte St. Banawa Cebu City

Contact No:09064237402 / 255 4166

E-mail address:yvescaballero07@[Link]

Educational Background

Elementary: Don Bosco Technological Center2003-2009

High school: Don Bosco Technological Center2009-2013

College: University of San Carlos - Downtown Campus 2013 - Present

Relevant Work Experience

118
Personal Information

Name: Angela B. Doloricon

Date of Birth: January 02, 1997

Address: 1078 BasakPardo, Cebu City

Contact No: 09254671681

E-mail address: doloriconangela@[Link]

Educational Background

Elementary: Cebu Institute of Technology - University 2003-2009

High school: Cebu Institute of Technology – University 2009-2013

College: University of San Carlos – Downtown Campus 2013 - Present

Relevant Work Experience

119
Personal Information

Name:Genevieve P. Sanchez

Date of Birth:December 13, 1994

Address:PusokCemento, Lapu-Lapu City

Contact No:09227723994

E-mail address:genevievesanchez10@[Link]

Educational Background

Elementary: Pusok Elementary School2002-2008

High school: Saint Alphonsus Catholic School 2008-2012

College: University of San Carlos – Downtown Campus 2012 - Present

Relevant Work Experience

120
Personal Information

Name:Charles Kirby D. Lopez

Date of Birth:October 24 1992

Address:lot 2 block 8 &9 DCP Hometown

PagsabunganBasakMandaue City

Contact No:09231084060

E-mail address:[Link]@[Link]

Educational Background

Elementary: Mt. Olives Academy 2000-2006

High school: St. Louis School of Mandaue2006-2009

College: University of San Carlos – Downtown Campus 2009 - Present

Relevant Work Experience

121
Personal Information

Name:Stephanie A. Abaiz

Date of Birth:November 13, 1995

Address:MasiwaMarigondon, Lapu-Lapu City

Contact No: 09193740728

E-mail address:stephanieabaiz@[Link]

Educational Background

Elementary: [Link] Catholic School 2002-2008

High school: [Link] Catholic School 2008-2012

College: University of San Carlos – Downtown Campus 2012 - Present

Relevant Work Experience

122