Product Development(Marketing Management) Essay

3750 words - 15 pages

A Research Proposal Submitted To The
Faculty of College of Arts and Sciences,
San Beda College, Manila

In Partial Fulfillment for the Requirements in
Marketing Management
(MKC12A), BSBA Major in Marketing And
Corporate Communications


Gonzales, Jose Carlos
Bernardo, Mike
Matsukawa, Fumiya
Rosete, Andrei
Matienzo, Marc Angelo
Malaca, Juan III, D.

March 2013

Chapter I: Marketing Philosophy
Product Mix Matrix
Ideas | Environment Friendly | Economic Viability | Marketability | Health Issues | Total |
Sushi Bar(Francis Joe Matsukawa) | 7 | 4 | 4 | 9 | 24 |
Superclub/restaurant(Andrei Rosete) | 3 | 8 | 9 | 3 | 23 |
Mobile Network(Mike Bernardo) | 7 | 5 | 7 | 6 ...view middle of the document...

To start a new age of restobar, whereas health is being well considered
c. To be an example to not only our workforce but also our customers and competitors to do business without the environment being the expense of great business.

Chapter II: Industry Analysis

Trend and Opportunities

Like every other country, the food industry has flourished very well in Philippines. Filipinos love to eat and that’s the reason why you will see a lot of restaurants and fast foods restaurants scattered in the cities. These restaurants and fast foods can be local or international food chains. Filipino food and chefs are considered one of the best in the world. It is hardly surprising that Filipino food is often labeled as somewhat strange (like the “balut” for example) but in its own way, its food is a unique mixture of eastern and western cuisines and reflects the history of Philippines. The Filipino food includes dishes and cooking procedures from China, Spain, Mexico, United States, and more recently from further abroad. However, what makes them Filipino is the history and society that introduced and adapted them; the people who turned them to their tastes and accepted them into their homes and restaurants, and specially the harmonizing culture that combined them into modern Filipino fare. Some of the popular fast food chains of Philippines are Jollibee, McDonald, KFC, Chowking, etc. and popular restaurants being Friday’s, Chili’s, Abe, Gloria Maris and more.

The food industry is a good investment opportunity it gives high potential gain for profit and popularity as long as there will be the uniqueness of the business and its real purpose, its service.

a. SWOT Analysis
(insert swot here)

2. Competitor Analysis Matrix

In addressing this part, an overview of Red Crab Group’s Blackbeard Seafood Island or most commonly known as Seafood Island’s micro economic contribution, competitor layout and social trends will be presented.

So far Blackbeard’s Seafood Island(BSI) has no direct competitors, or what come nearer will be some of its sister restaurants like Red Crab or Crustasia which also specializes on seafood dishes. Another key point from BSI is how it serves it food. Instead of placing single orders for dishes, they have devised a boodle-fight type of serving whereas a certain combination of food speciality from different provinces is paired with other bestselling products of the land to come in serving for 3-4 person at the least. As of the moment it has several branches in Metro – Manila and some branches in the Visayan areas.

BSI has indirect competitors that may come from Gerry’s Grill and Dencio’s although they don’t cater the same type of food and the way of its presentation, but the concept of having meals which are also good to go with alcoholic beverages and having the tropical feel or ambience in the restaurant makes them closely rivalled and compared with each other by the consumers. Some more indirect...

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