Chapter 1

Current Situation

A. Current Performance

Yellow Cab is one of the Philippines' top pizza ranking chains due to its impact

on its customer when it comes to satisfying them. They made a unique selling

proposition which the New York experience to the Filipinos. The generous and big

serving of pizza as well as the retro-industrial interior that made an impact on their

customer. Yellow Cab major competitors in the pizza industry in the Philippines are

Shakey’s, Pizza Hut, and Greenwich. Many people have thought before that Yellow

Cab is a taxi business because of yellow and the background of taxicabs as well but

little did they know that the company is building a New York experience to the

Filipinos that is why their simple mission is to share a slice of New York that catches

the attention of the consumers.

1. Return of Investment
2015 2016 2017
Return of Investment .25 0.27 .18
Table 1: Return of Investment

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 2. Market Share

Table 2: Market Share

The market share of the entire pizza chain in a quick casual restaurant like

Yellow Cab it shows that Yellow Cab captures 8.6% while its significant competitors

Pizza Hut and Shakey’s captures 16.6% and 25.7% market share respectively.

According to the Securities and Exchange of Commission (SEC) for the financial

report of Yellow Cab for the year 2015 their total revenue was 2,198,751,731 billion

pesos for having the part of the market share among the pizza chains

3. Profitability Ratio

2015 2016 2017

Gross Profit Margin 0.25 0.27 0.18
Operating Profit Margin 0.06 0.09 0.02
Net Profit Margin 0.05 0.07 0.02
Return on Assets 0.13 0.18 0.05
Table 3: Profitability Ratio

4. Liquidity Ratio
2015 2016 2017
Current Ratio 0.48 0.51 0.43
Quick Ratio 0.57 0.28 0.25
Table 4: Liquidity Ratio

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 5. Activity Ratio

2015 2016 2017

Fixed Assets Turnover 3.66 3.34 3.40
Total Assets Turnover 2.32 1.99 2.10
Table 5: Activity Ratio

6. Debt Ratio

2015 2016 2017

Debt-to-Assets Ratio 0.83 0.85 0.94
Debt-Equity-Ratio 5.02 5.58 14.94
Long-term Debt-to-Equity 0.40 0.35 0.78
Ratio
Table 6: Debt Ratio

B. Strategic Posture

1. Vision

-To be the company that best understands & satisfies the services, fulfill
the needs of the customers.

-To earn our customer’s loyalty, we listen to them, anticipate their needs &
act to create value in their eyes.

-To develop and new value, excite & delight our customers through the
best food products & services.

-We value integrity, customer focus creativity, efficient and respect highly
motivated people and team spirit.

-We act with confidence.

-We are proud to win.

-We push ourselves to greater heights.

-And we do not settle for less than being the best

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2. Mission

-We anticipate consumer need & deliver outstanding products & services
that improve people’s tastes.

-An international leader in the food industry with a long-term vision.

-Innovative, Competitive & dedicated to satisfying our customers and

consumers.

-To produce & market food products by developing the value of our
brands.

-Customer Oriented

-Make people feel valued & appreciated

3. Strategies

Functional

These are strategies to improve the efficiency of a business’s

operations:

1. They often focus on an area, such as marketing, human resource,

etc.

2. All business organizations adopt strategies at functional level as

once the functional objectives are achieved, corporate objectives

become easy.

3. To make the functional strategy efficient, Yellow Cab has made all

the functional departments cooperate with each other.

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4. Policies

a. Human Resource

In terms of their staff or employees according to Ms. Centeno,

before they hire a new employee they look for the resume they are

looking for college attainment, pleasing personality and well trained, in

line with their New York theme Restaurant they assure that everybody

in the crew speaks English at all times in entertaining the customers but

if the customer speaks in Tagalog then that's the time they are allowed

to speak in Tagalog. Upon hiring, employees receive a basic training

class through online session and classroom session, they have

leadership and managerial training, system, sales, and technical training

programs to know the agendas of the company like the store operations

and other stuff because Yellow Cab wants to maintain the integrity that

they build since they have started this and also to imply the corporate

values.

b. Operation

Yellow Cab has its Toll manufacturer who supplies their raw
materials that are processed which will be brought to their commissary
some of their raw materials or ingredients were imported from the other
country like their cheese it came along from Australia. According to Ms.
Centeno, every branch of Yellow Cab has an advanced facility regarding
their kitchen which is one of their strength because they have a
sophisticated and well-equipped kitchen so that they can produce pizza

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 faster in less than 10 minutes and their kitchen space is maximized, so
they have a spacious working space. Their inventory was always
checked by the manager in charge in every branch, so when a shortage
occurred, they will immediately report it to the commissary to supply the
needs. They have an effective quality control because if they made a
simple error on their products, they immediately put it in the trash bin.
Their branches were strategically located because as what is stated in
the marketing audit they have market research in opening their new
office looking for the possible target market.

c. Marketing
They conduct market research in the place that they were going to

establish a new branch they always look for the demographic and

geographic profile their target market is middle to upper class with the

money to spend on their expensive products. Regarding their customer

service they provide the best that they can, so the customers will feel

that they are being accommodated and they also listen to their

customer's feedback in their social media accounts. They use social

media and their website as a tool for advertising their products, but they

have a weak advertising strategy compared to their competitors.

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 Chapter 2

Corporate Governance

A. Board of directors and Top Management

Name Position
Sharon T. Fuentebella Chairperson
Robert F. Trota President
Isaias Ariel P. Fermin Chief Operating
Officer
Glenn Z. Yap Chief Financial &
Risk Officer
Lerry C. Sangalang Director-Information
Technology
Jim T. Fuentebella Chief Marketing
Officer
Peter H. King Chief Executive
Officer- International
Rebecca R. Arago Treasurer &
Compliance Officer
Mark Jeun E. Gamboa Director-Corporate
Marketing
John Paul A. Rada Senior Manager-
Business
Development
Dave T. Fuentebella Director
Jim T. Funtabella Executive Director &
Chief Marketing
Officer
Carolyn T. Salud Executive Director
Cristina T. Garcia Executive Director
William E. Rodgers Executive Director
Paul C. Cheah Manager & Deputy
Compliance Officer
Rhodora M. de Leon Director-Human
Resources
Ma. Alicia G. Picazo Secretary
Antonio Jose Uy Periquet Independent Director
Christopher P. Tanco Independent Director
Table 7: Board of Directors and Top Management

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B. Corporate Social Responsibility

Yellow Cab advocates Children’s rights for Play

The Yellow Cab Football Cup and Clinic inspire children through Play and support

its partners with facilities to run football in their after-school programs

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 Chapter 3

External Environment: Opportunities and Threats

In this chapter, the researcher will encounter different subchapters regarding

the external factors of the company. The subchapters are the following, environmental

analysis, industry analysis, and competitive analysis. These subchapters will serve as

a reference for the succeeding chapters.

A. Macroenvironment

1. Political

Effect of TRAIN law to businesses

TRAIN law is a big factor for all workers because they can have an

increase in their take-home pay but there is also a negative factor to the

consumers even if they have high take-home pay because of the product

increased like the oil, sugar and cigarettes, car excise tax, etc. which is

a daily need for a consumer.

Relevance: This law has a significant impact in the food industry

especially to the business owners because they will be expecting higher

cost of their expenses in their businesses the oil prices hike up and it

has an impact to the market because they use their business vehicles to

get the raw materials to the suppliers back and forth and the prices of

sugar, electricity, etc. that is used in the daily operation of a food

business. Yellow Cab will affect this law because as a part of the food

service industry it will affect the cost of the raw materials that will be used

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 same as the suppliers that they are getting to, their delivery will also be

changed due to the oil price hike up.

2. Economic

2.1 Philippine GDP grows by 6.7% in 2017

According to National Analyst Lisa Beauty Bersales, the Gross domestic

product (GDP) increased 6.7% out of 2017, marginally beneath the 6.9%

development recorded in 2016. This, in any case, still put the Philippines

among the quickest developing economies in Asia, after China's 6.9%

and Vietnam's 6.8%. Amid the last quarter of 2017, the Philippine

economy expanded by 6.6%, marginally underneath the 6.7% forecast

in Bloomberg's survey.

Relevance: It is a sign that the economy of the Philippines is improving

the businesses continuously and it is healthy as well it will have low

unemployment and the wages of the workers will increase. In relation

with Yellow Cab with the robust economy of the country, many potential

investors might be buying stocks from Yellow Cab because of its brand

image.

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2.2 Philippines inflation rate at three year high of 4.5%

As of February 2018, the inflation rate of the country is 4.5% because of

the movements of the prices of goods and services this is the highest

inflation over three years. According to Philippine Statistics Authority

(PSA), one of the factors that affect high rise is the higher prices of foods,

beverages, and cigarettes. The rising cost of dining out, transport,

furniture, etc. is also the reason for the high inflation.

Relevance: It will mainly affect Yellow Cab because inflation rate means

the prices of the goods and services are getting high and the tendency

is Yellow Cab will also apply some price adjustments in their menu since

the raw materials that they were getting from their suppliers will also

increase the price. It is not suitable for Yellow Cab since their pricing is

higher than the competitors' loyal customers might find an alternative to

buy a cheap pizza or food to sustain as their daily needs.

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2.3 The restaurant business is booming, and ripples are spreading
One of the reasons why there is a booming restaurant in the metro

because of the increase in the middle class because of their higher

incomes encouraging Filipino consumers to eat in a restaurant. Places

like Tomas Morato Avenue, Makati, and Manila is not anymore, the food

palace because restaurants are now established everywhere especially

in malls it is not only for them to shop but also to fill all the food court and

restaurants to dine and it is also a good factor in the food business

because it helps grow the tourism industry

Relevance: Restaurant and fast food chains are rapid swellings in the

food industry it is a threat in Yellow Cab because as many new players

are getting involve nowadays people might forget about their existence

that is why some long-time existing restaurants tends to have an

aggressive marketing effort or developing a new product to keep it

aligned in the trends today.

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3. Socio-Cultural

3.1 Filipinos making healthier food, beverage choices

In the study of internal consumer of knowledge Kantar Worldpanel

Filipinos are now shopping for lighter fare the observation of the study is

from 2015-2016 the food purchasing of Filipinos consists of yogurt,

cereals and other canned meat that contains more nutritional value this

are also alternatives for losing weight or balancing a healthy lifestyle

about 11 and 12 percent of Filipino household buys yogurt and cereal

respectively. Filipinos also capture the numerous purchases of energy

drink and sports drink as healthier beverage alternatives.

Relevance: It will be a negative impact for Yellow Cab because one of

their identified weakness is they do not offer any healthy alternative

products like salad, and any other healthy option meals and Filipino

consumer are transporting to the healthy lifestyle and healthy eating

regarding food that they will consume. They must have a product

development on healthy food products even if they are known as a quick

casual restaurant that offers good stuff regarding pizza, chicken, and

pasta.

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3.2 Millennials’ purchasing power growing

The generation Y or the so-called "Millennials" are one of the supporters

of sales growth of the country because of their daily essential they are

spending for like personal care, home care, and food. The highlights of

the products being purchased by millennials are a desire for their home

cleanliness and particular need. In the data, it shows the percentage of

increased purchases in mega sectors 2016: Home care (10.1%), Food

(5.5%), personal care (11.2%) and beverages (9.7%)

Relevance: One factor that millennials spent when they got their

salaries is food, not that because it is a need, but it is a want for them

to treat themselves after a tiring loads of work that they have done they

will spend it on food at their leisure and it can increase product demand

by the use of product promotion and product development.

3.3 Filipinos choose to dine out than make own meals

Filipinos nowadays to decide to dine out instead of cooking meals in

their house according to Nielsen's shopper restaurant has a high appeal
to the Filipinos because of the convenient, quick service and ready to
eat the lunch. Filipinos consumers want a fast-paced convenient lifestyle
and on the go, because some of these Filipinos are time bounded or
away from home and want an easy or on the go food that they can get
into according to Lou-Ann Navalta.

Relevance: It has a significant impact on Yellow Cab because they can

use market penetration as one of their strategies in calling the attention

of the Filipino consumers who tend to eat at a restaurant instead of

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 cooking at home and the company offers a wide variety of product for the

consumers to grab on, if the consumers are too lazy to go to the

restaurant there is an app or in their website or hotline to place an order

and deliver it right away.

4. Technological

4.1 PH is a world leader in social media usage

According to We are social, London based consultancy their study shows

that there are 67 million Filipinos are active internet users spending 9

hours and 27 minutes to be exact, and there were also 67 million Filipinos

registered in Facebook same as the volume of the internet users the

Philippines is in the top list of 40 countries in terms of usage of social

media.

Relevance: Filipinos have been named as one of the social media users

who is spending half of the day browsing thru different social media

accounts and various websites. It can be the best tool in reaching out the

target market by intensifying marketing promotions on the internet

especially in Yellow Cab since they lack in advertisements online this will

be an opportunity for them to apply the aggressive advertising in their

brand.

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5. Legal

Food safety act of 2013

(According to Food and Drug Administration Philippines, 2015) The rules

and regulation of food safety act of 2013 are strengthening the food

safety regulatory system in the country to protect all the consumers from

hazardous products and to facilitate the market access of local food

products. This act should be the framework of farm to fork food safety

regulatory system they should promote a high level of food safety, and

they should advocate the health consciousness of the consumers as

well.

Relevance: This law is fundamental in every food business

establishment or who are in the food industry because this law provides

the quality and safety of the food that the consumers will consume, their

lives depend on the menu that they eat. Yellow Cab ensures that they

have their quality control in their products and they make sure that every

ingredient that they put is safe to consumers.

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B. Task Environment

1. Industry Analysis

Table 8: Industry Analysis

The entire establishment in the foodservice sector in the Philippines was

27,028 as of 2015 according to the Annual Survey of the Philippines

and Business Industry (ASPBI). The firm industry is classified in

restaurants which are leading in the sector with the total establishments

of 6,652 resulting in 24.6% of the total number of establishments. It is

said that in the restaurant sector it has a total 116,556 total workers who

produce in 26.9%, the average worker per restaurant is 18 employees.

2. Market

Most of the branches are located within Metro Manila but are currently

expanding throughout the country reaching as far as Mindanao

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 3. Customers

The customers in this aspect focus on the people who consume pizzas.

Every specific pizza ordered is prepared and served with high quality.

This is how customers differentiate various pizza parlor through their

service, and quality of ingredient.

4. Competitors

Table 9: Porter’s 5 Forces

Threats of New Entry-Low

The risk of new entrants is low because the existing players have a

strong brand identity to the consumers and the customer loyalty that

they build. The major players like Shakey’s, Greenwich, Yellow Cab,

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and Pizza Hut have a market share of 25.7%, 22.4%, 8.6%, and 16.6%

respectively, so it is impossible for new entrants to enter the market with

the same image.

Rivalry among competing for firms-High

The competition against the competing firms is high because these top 3

majors in the pizza industry where all geared up with their competitive

advantage they have product differentiation even if they are in the same

industry that's why in the past decades they were still the firms that also

compete if there is a new entrant. Regarding pricing, Yellow Cab has the

higher or expensive price among the competitors, but they promise you

to experience a premium quality food. Shakey’s and Pizza Hut offers

good quality food and customer service that's what makes them stand

out.

Threats of Substitutes-High

The risk of substitution is high because there are many substitute

products in the pizza or in this restaurant quick casual industry for

example, if the customer ordered in one of the pizza chains in the

Philippines and the product that they want is not available they can

quickly shift to the fast food chains that they can accommodate by the

product that they want to order despite the price because sometimes

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consumers prefers good customer service and the availability of the

products in the menu because it will also signify that the company is

reliable and sensitive to the wants and needs of the consumers.

Bargaining power of consumers-High

The bargaining power of consumers is high because in the quick casual

restaurant industry the customers have a choice whether on what or

where restaurant they are willing to spend their hard-earned money they

can easily switch to another restaurant if they did not get or achieve the

prices that they want. For instance, Yellow Cab is a quick casual

restaurant that offers the convenience of not waiting for the customers

for their orders to be served in front of them and bring them in their tables

but, waiters will serve it for you in short period of time due to its fast

production and an excellent customer service to accommodate their

customers like they were eating in a superb dining restaurant with the

retro ambiance feel of New York even if the prices of the products of

Yellow Cab are relative high they still insist on eating because of the

relaxing store ambiance.

Bargaining power of supplier-Moderate

The power of supplier is moderate because nowadays there are many

alternatives when it comes ingredients that are used in this industry wet

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 market or grocery are the main substitution of suppliers of components

but when there is an inflation rate price might go up, and it is a threat for

both business industry.

A. Competitive Profile Matrix (CPM)

Critical Weight Rating Score Rating Score Rating Score Rating Score
Success
Factors
Product 0.18 4 0.72 3 0.54 3 0.54 3 0.54

Menu 0.11 2 0.22 3 0.33 4 0.44 4 0.44

(Varieties)
Customer 0.14 4 0.56 4 0.56 4 0.56 3 0.42
Service
Delivery 0.10 4 0.40 2 0.20 3 0.30 3 0.30

Food 0.17 4 0.68 3 0.51 3 0.51 2 0.34

quality

Price 0.09 2 0.18 4 0.36 3 0.27 4 0.36

Store 0.08 3 0.24 2 0.16 4 0.32 1 0.08

Ambiance

No. of 0.13 2 0.26 4 0.52 4 0.52 4 0.52

branches

Total 1.00 3.26 3.18 3.46 3.72

Table 10: CPM

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Note: The equivalent ratings are as follows:

• 4= Major Strength
• 3= Minor Strength
• 2= Minor Weakness
• 1= Major Weakness

Competitor Analysis
These 3 competitors were chosen by the researcher because the
competition of these 4 pizza chains Shakey’s, Greenwich, Pizza Hut and Yellow
Cab are having an intense rivalry in pizza chain quick casual restaurant industry
they are belonging they are competing for a decade but still they still exist
because they all build a brand loyalty with their existing customer paired with
their competitive advantage that was gained thru their unique selling
proposition because of the image of Yellow Cab as an imported brand and the
similarities of the products that they offer.

Shakey’s
Shakey’s was first launched and open its store back in 1975 and it
operates many stores nationwide. Shakey’s have different format store types
they are: Legacy stores, freestanding stores, strip mall stores, mall store, and
Kiosk store. The first owner of Shakey’s franchise in the Philippines was San
Miguel Corporation and later on it was bought by IFFSI International Family
Food Services Inc. that time San Miguel Corporation is trying to promote their
beer product that’s why they offer live band as well. Now, Shakey’s has over
150 plus branches nationwide. Shakey’s Philippines capture the highest market
share in pizza chain in the Philippines as of 2016 it has a share of 25.7% and
it is ranked as the top pizza chain in the country.

Pizza Hut
It was started in 1958 when 2 college students borrowed money from
their mother and started to build a small pizza restaurant in Kansas a state in
the United States of America in just a decade their pizza restaurant grow to 300
stores in the USA many years later it was branched out in different countries.
In the Philippines it started in 1984 now it has many branches that cater in
Luzon, Visayas, and Mindanao. As of 2016, the market share of Pizza Hut
Philippines in pizza chain in the Philippines is 16.6%.

Greenwich Pizza
Greenwich Pizza is owned by Jollibee Foods Corporation from 50 stores
back then in year 1994 to 200 plus nationwide stores as of 2018 it is a fast-
rapid growing pizza chain due to its affordability and it’s for everyone’s image
its market share as of 2016 is 22.4%.

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Critical Success Factors

Product= 4 (Major Strength) Weight 0.18

A product is a representation of what the company is all about or what they offer

that’s why Yellow Cab got a rating of 4 because they have a distinctive taste in their

product they use fresh and premium ingredients to stand out and to create brand

loyalty to their customers. Shakey’s, Greenwich and Pizza Hut got a rating of 3

because their products are not far away from each other and they use an essential

ingredient to top off to their pizzas and other products to maintain the balance price

that they labeled.

Menu (Varieties) =2 (Major Weakness) Weight 0.11

Regarding the menu, Yellow Cab got a rating of 2 because they have a few choices

in their product line pizza, chicken, pasta, etc. Pizza got a rating of 3 it had a lot of

options but compared to Shakey’s and Greenwich that got a rating of 4 they have a

massive product line to offer

Customer Service=4 (Major Strength) Weight 0.14

Customer Service is one of the success factors when considering a business

because one of the company’s missions is to value their dear customers in line with

that Yellow Cab ensures that their customers receive what they need and feel

comfortable with the services that they give. According to Mobext Philippines Yellow

Cab tied up with them to provide the fastest and convenient delivery it is an app

where customers can find the nearest store within their location and a bunch of the

products in the menu where they can choose and add to cart it offers calling function

23 | P a g e
when you can talk to the staff about your concerns, and it also features a tracker to

track where your delivery is. Greenwich Pizza got a rating of 3 and Pizza Hut and

Shakey’s got a rating of 4, but they all have an excellent customer service because

they are all quick casual pizza restaurant they can assist and accommodate their

customer quickly.

Delivery= 4 (Major Strength) Weight 0.10

These top 4 pizza chain in the Philippines receive different ratings regarding delivery

Shakeys, Yellow Cab, Pizza Hut and Greenwich gets 3, 4, 2 and three respectively.

Yellow Cab got a rating of 4 because of its campaign of 30-30 which means 30

minutes delivery time frame and 30 pesos delivery charge while Shakey’s and

Greenwich receives a score of 3 because they both offer 40 pesos of delivery charge

and Shakey’s offers free delivery of the products that have been ordered by the

customer if the delivery time is beyond the timeframe upon ordering same as Pizza

Hut that got a rating of 2 because it receives many complaints about their late delivery

that's why they also offer the "hate late" campaign of their birth that if the driver does

not come in the span of 30 mins the order is free of charge.

Food Quality=4 (Major Strength) Weight 0.17

Food has distinct quality in taste, texture, imported toppings in the menu and not to

mention the process it has gone through. Yellow Cab food quality is an A grade

because of the generous toppings and the cleanliness of the kitchen they have an

advanced workplace to produce faster. Shakeys and Pizza Hut got a rating of 3

because the quality of their pizza is somehow alike especially the texture, toppings

and the crust. While Greenwich got a rating of 2 because of the variety of their pizzas,

24 | P a g e
chicken, and pasta is not the type that you will be amazed by the taste or ingredients

that are used.

Price=2 (Minor Weakness) Weight 0.09

Yellow Cab differs from its competitors not only in the products that they offer but

also in pricing Yellow Cab uses a premium type of pricing which means they are

higher mainly because of the materials that they used are too costly to produce a

premium product. Shakey’s got a rating of 3 because the prices of their products are

higher but not as high as Yellow Cab and lower than Pizza Hut. Pizza Hut got a rating

of 4 because it is affordable compared to Shakey’s and Yellow Cab while Greenwich

got a rating of 4 as well because it is the most affordable amongst the 3-pizza chain.

Store Ambiance=3 (Major Strength) Weight 0.08

Yellow Cab got a rating of 4 mainly because it is known for its beautiful architecture

and retro style of New York City that catches the eye of every consumer. It has a

luxurious appeal to it when you enter the premises, and the ambiance looks relaxing

and comfortable to eat with.

Shakey’s and Pizza Hut got a rating of 3 because they have a simple design

of a pizza parlor type ambiance but still looks attractive, and Greenwich got a rating

of 1 because there is nothing that is attractive to their store ambiance more likely on

a fast food chain type of ambiance, not a restaurant type.

No. of branches=2 (Minor Weakness) Weight 0.13

When it comes to No. of branches, Yellow Cab got a rating of 3 because they

have a few compared to its competitors it only has 120 plus offices nationwide while

the Shakey’s, Greenwich and Pizza Hut have 150 plus offices nationwide

25 | P a g e
 C. Issue Priority Matrix

Table 11: IPM

High Medium Low

High GDP grows by Food Safety Filipinos

6.7% making

healthier

food,

beverage

choices

Medium PH is a world Inflation Rate Filipinos

leader in social preferred

media usage to dine-out

instead of

making

own meals

Low Effect of TRAIN Filipinos making Restaurant

healthier food, beverage
law to choices Business

businesses is

booming.

D. External Factor Analysis Summary

Opportunities
Opportunities Weight Rating Weighted
Score

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O1: Food safety act of 2013 (Republic Act 0.13 3 0.39
No. 10611)

O2: Filipinos preferred to dine-out instead 0.08 3 0.24

of making own meals

O3: Philippines GDP grows by 6.7% in 0.15 4 0.60

2017

O4: Philippines world leader in social media 0.08 4 0.32

usage
O5: Millennials purchasing power growing 0.08 3 0.24
Threats
Threats Weight Rating Weighted
Score
T1: Philippines Inflation Rate at over 3-year 0.11 4 0.44
high of 4%

T2: Filipinos making healthier food, 0.10 3 0.30

beverage choices

T3: The restaurant business is booming. 0.05 2 0.10

T4: Major competitor opening new branches 0.12 3 0.36
this 2018
T5: Effect of TRAIN law to businesses 0.10 3 0.30

Total 1.00 3.29

Table 12: Opportunities and Threats

Note: The equivalent ratings are as follows:

 4= Superior
 3= Above Average
 2=Average
 1= Poor

27 | P a g e
Opportunities

O1: Food safety act of 2013 “Republic Act No. 10611” (3) Weight=0.13
In this law, it promotes the health safety and health consciousness of every

consumer when it comes to food that they will consume. It is given a rating of 3

because Yellow Cab uses fresh and premium ingredients to their products to make

sure that their product is in sound quality. According to MyFitnessPal website, it is

indicated there all the nutrition facts of every Yellow Cab's product with the right

amount of ingredients to balance the nutrition.

O2: Filipinos preferred to dine-out instead of making own meals (3)

Weight=0.08

According to the (Nielsen shopper trends report, 2014) Filipinos tend to dine-out

instead of staying at home and preparing their own meals because it will eat some

of their time instead of allotting it into different things Filipino lifestyle nowadays is

a fast-paced they want everything to be quick according to the study of Nielsen

report, 12% of Filipinos dine out into fast food restaurants in 2012 that rise into

25% in 2014 it means that in a span of 2 years the growth of eating out instead of

cooking meals at home is fast growing because consumers prefer convenience in

their lifestyle as well. However, it is given a rating of 3 because it can be an

opportunity to Yellow Cab because it is catered into fast food restaurant which

means they serve food quicker that would not eat your time and free from hassle

against cooking.

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O3: Philippines GDP grows by 6.7% in 2017 (4) weight=0.15

With the positive outcome of the Gross Domestic Product (GDP) of the Philippines

in 2017, it means that the economy of the country is healthy which means

employed consumers have a better income they can buy or spend on whatever

they want for their leisure. It is an opportunity in promoting the products especially

to the consumers who have a habit of spending on food when it is payday.

O4: Philippines world leader in social media usage (4) weight= 0.08
In the report of business.inquirer.net article of (Miguel R Camus, 2018) the

Philippines gets a place worldwide on one of the countries that use social media

daily around 67 million Filipinos spent their time on social media averaging from 3

to 4 hours straight browsing. It is given a rating of 4 because it can quickly get the

attention of the target market and it can promote easily with different social media

application.

O5: Millennials purchasing power growing (3) weight=0.08

According to the article of Madelaine B. Miraflor

(business.mb.com.ph,2016), Millennials or the generation Y from 1980 to 2000 the

power of purchasing goods is growing their main highlights in purchasing is for

29 | P a g e
their personal use, convenience or fun. Some millennials who are already working

getting a good salary can spend on whatever they want for their leisure. A rating

of 3 is given because it is an opportunity especially in millennials who are spending

into food as one of their basic needs in this industry, they can also help the sales

growth of the restaurant industry.

Threats

T1: Philippines Inflation Rate at an over 3-year high of 4% (4) weight=0.11

With the high inflation rate prices of products become higher and with that

consumers tend to buy cheaper meals that can satisfy them and save their money

on spending on top price products. It is a threat because lower class food chain

might arise and compete with the major players in the fast food or restaurant

industry offering a low price since they are new to the market it can be easy access

to consumers who are saving or budgeting their money.

T2: Filipinos making healthier food, beverage choices (3) weight=0.10

Filipinos change their eating lifestyle by changing their preferences from junk food

or somehow fatty foods to healthy options like cereals, yogurt, canned goods and

healthy beverages it is an alternative food especially for those who are losing

30 | P a g e
weight or jumping into the healthy living. In the article of (Philippines Daily Inquirer,

April 2017) the study of Kantar Worldpanel Filipinos is now buying in grocery some

light foods with much nutritional content. It is a threat in Yellow Cab and the whole

fast food restaurant industry because some of the foods that they offer contain fat

content which is a risk to the lives of the consumers.

T3: The restaurant business is booming (2) weight=0.05

Food businesses are now arising everywhere especially in malls because the

traffic of people there is always packed every day and many restaurants are opening

because business owners thinks that middle-class have higher income nowadays,

and it is an opportunity for them to boost them to eat in a restaurant and this

restaurant businesses are scattered everywhere not only in Morato where the

streets of restaurant is known for or in Makati, but they are booming in different cities

in Metro Manila because they see an excellent opportunity when it comes to profit

in food business. It is a threat for a long-time existing player in the fast food

restaurant industry because these new booming restaurants might become their

primary competitor.

31 | P a g e
T4: Competitors opening new branches this 2018 (3) weight=0.12

According to the article of (Doris Dumlao- Abadilla, 2018) of

business.inquirer.net, one of Yellow Cab's long-time competitor Shakey’s

Philippines is opening new 20 store branches this 2018 as their goal. It is a threat

because of continuous expansion of the firm they are more exposed in the market

and getting a higher sale.

T5: Effect of TRAIN law to businesses (3) weight=0.10

The Duterte administration proposed a code which is called TRAIN law or Tax

Reformation for Acceleration and Inclusion which stated the increased take-home

pay for the workers and to those workers who are earning a P250,000 annual salary

is free from tax. But the main thing is, it is a threat from the medium to large

businesses because of the oil price hike the logistics of the companies will be

affected, and the prices of the raw materials from the suppliers tend to be high as

well.

32 | P a g e
 Chapter 4

Internal Environment

A. Marketing productivity Audit

1. Profitability Analysis

a. BCG Matrix

Table 13: BCG Matrix

Yellow Cab lies under Quadrant 1 the Question Mark because it has the

lowest market share against its three competitors in the restaurant pizza

chain industry, but it still competes with the high-growth sector.

B. Marketing Function Audit

33 | P a g e
 Product Price Place Promotion

(Distribution

Channel)

-Pizza -Yellow Cab -120 plus -Social

- Dessert media
-Chicken pricing is a branches (Twitter,
- Pasta Facebook &
-Delivery bit nationwide Instagram)
service -flyers
expensive
Via hotline -Website
(24 hours) because of
Online
ordering the high-
thru Yellow
Cap app or grade
website.
ingredients

Table 14: Marketing Function Audit

C. Internal Factor Analysis Summary

Strengths
Strengths Weight Rating Weighted
Score
S1: Premium quality pizza 0.09 4 0.36
S2: New York Retro-style ambiance of the 0.10 3 0.30
store

S3: Strategic branches location 0.09 3 0.27

S4: Competent work-force 0.12 4 0.48

S5: Strong brand image 0.15 4 0.60

S6: Advanced and innovative workplace 0.08 4 0.32

34 | P a g e
Weaknesses
Weaknesses Weight Rating Weighted
Score
W1: Expensive Pricing 0.08 2 0.16

W2: No healthy product options 0.07 1 0.07

W3: Lack of Advertisements 0.13 2 0.26

W4: Lack of Customer Loyalty Programs 0.09 1 0.09

Total 1.00 2.91
Table 15: Strengths and Weaknesses

Note: The equivalent ratings are as follows:

• 4= Major Strength
• 3= Minor Strength
• 2= Minor Weakness
• 1= Major Weakness

Strengths

S1: Premium quality pizza and (4) weight=0.09

Yellow Cab uses fresh and highest grade of ingredients in their pizzas like the

gooey cheese that is fresh from Australia to make it stand-out and the generous load

of combined toppings that make the pizza savory and to follow the theme of their store

which is the New York ambiance because New Yorkers where known for eating a

massive amount of toppings in their pizza or relatively in the food that they consume

they want enormous food. They differ from other pizzas because of the quality like,

generous amount of toppings, the distinctive taste like the charred bottom, crisp and

35 | P a g e
chewy texture into it and not the typical oily pizza that is why it is considered premium

pizza, and it is not the ordinary pizza taste that you are used to, and they have a much

variety of choices in their menu.

S2: New York Retro-style ambiance of the store (3) weight=0.10

Store ambiance is one of the factor to consider as one of the firms strength

because sometimes consumers tend to go to a restaurant or any food store not just

because the food that the company is offering but also the place and the ambiance of

the store where they will feel they are stress free or where they can enjoy their meal

with matching peaceful music which Yellow Cab has like an excellent dining restaurant

even if it is a quick casual restaurant they also look for the cleanliness of the store

because it will represent the purity of the food that they serve if the store is clean. For

instance, Yellow Cab store ambiance differs from their competitors because when you

get inside the store you will feel that you are really in New York with their brick

architecture, open kitchen which is not usual in any pizza parlor, wallpaper of New York

Street, and their colorful black and yellow Vespa scooter to attract the eye of the

consumer.

36 | P a g e
S3: Strategic branches location (3) weight= 0.09

Yellow Cab maintains the location for their target market which is the middle to

upper class that has the money to pay for the premium price of Yellow Cab products.

They review every place that they will build a new branch they always look for the

demographic and occupation. They are now expanding outside the country because

they see a potential target market which is also located in Asia.

S4: Competent work-force (4) weight=0.12

Yellow Cab’s have a competent work-force when you enter the store they will

accommodate you by getting your detailed order, and after paying they will be the one

to assist you in your order there will be no self- service even if they are in a quick casual

service because they want to feel that their customer is in a fine dining restaurant not

in a fast-food restaurant service because every employee is functioning and have their

respective tasks. They produce their products fast even their pizza it will only take less

than 15 minutes making it. Also, the delivery is fast they instill their 30-30 campaign in

their delivery service 30 mins arrival upon ordering and 30 pesos delivery fee.

37 | P a g e
S5: Strong brand image (4) weight=0.15

Yellow Cab has built a strong brand image for the past 17 years of their existence

because of the unique concept of their store. Customer before believing that is also an

imported brand of pizza chain from abroad because of the yellow taxi cab background

but later on they found out that it is a Filipino owned brand. Their unique product makes

their image strong as well because of the signature pizza, chicken and pasta that's

what make them exist longer and have an impact on the customers.

S6: Innovative workplace (4) weight-0.08

Yellow Cab has an advanced and well-equipped kitchen they can produce their

products in less than 15 mins after placing the order. They also maximize the space of

the kitchen, so they can quickly move and function.

Weaknesses

W1: Expensive Pricing (2) weight= 0.08

Yellow Cab is known for their premium product that’s why their price is also a bit higher

than their competitors it is where the intensity of the competition heats up against the

competitors because based on the price menu of the 2 competitors of Yellow Cab

38 | P a g e
which are Pizza Hut and Shakey’s they have almost the same pricing level. But the

cheapest or most affordable of them all is Greenwich Pizza.

W2: No healthy product options (1) weight=0.07

Yellow Cab does not offer any healthy product option they are more on the high-calorie

product like their pizza, chicken, and pasta that is oily and tasty. While their competitor

Shakey’s offers a wide variety of Salad to have an alternative for the customers to

neutralize the fat content of their calorific product. They should conduct a development

about producing a new product that consists of a health benefit to the consumers.

W3: Lack of Advertisements (2) weight= 0.13

Yellow Cab lacks in advertising their company especially when they have new products

to offer they will just announce it on their website and facebook page, but they do not

consistently promote it for them to catch the attention of their customers probably

customers might forget the existence of their product or the new offerings that they will

showcase. Second is their menu they lack in updating or introducing new products in

their line-up customers might be used to it or switch to another brand to try something

new.

39 | P a g e
W4: Lack of Customer Loyalty Programs (1) weight=0.09

Yellow Cab does not offer any customer loyalty programs which a significant impact to

the loyal customers is especially when they are in touch with the brand, and for that, it

is given a rating of 1.

Yellow Cab’s competitor, Shakey’s offer a supercar which gives the customer a

privilege to get a free pizza a flavor of their choice when they avail it on delivery and

when it’s their birthday when they have the supercars they will have a free pizza and

Greenwich again offers Happy plus card in connection with Jollibee Foods Corporation

(JFC) as a sister company it has a points being earned after purchasing a product and

soon can be converted as a payment.

Chapter 5

Analysis of Strategic Factors

A. Situational Analysis

1. Strategic Factor Analysis Summary

Key Strategic Weight Rating Weighted Short Intermediate Long

Factors Score Duration Duration Duration

S2: New York 0.10 3 0.3 X

Retro-style
ambiance of the
store

S4: Competent 0.05 4 0.02 X

work-force

S5: Strong brand 0.20 4 0.8 X

image

40 | P a g e
W3: Lack of 0.10 2 0.2 X
Advertisements
W4: Lack of 0.05 1 0.05 X
Customer
Loyalty
Programs

O1: Food safety 0.10 3 0.30 X

act of 2013
(Republic Act
No. 10611)

O3: Philippines 0.20 4 0.80 X

GDP grows by
6.7% in 2017

T1: Philippines 0.10 4 0.40 X

Inflation Rate at
over 3-year high
of 4%
T4: Major 0.05 3 0.15 X
competitor
opening new
branches this
2018

T5: Effect of 0.05 3 0.15 X

TRAIN law to
businesses

The equivalent of the attractiveness score:

• 4= highly Attractive

• 3=Reasonably Attractive

• 2= Somewhat Attractive

• 1= Not Attractive

41 | P a g e
B. Review of Vision and Mission

1. Vision Analysis

Criteria Excerpts

Short, Punchy

and Easily

Memorable

Specific to -To be the

company that
business and best
understands &
describe the satisfies the
services, fulfill
unique the needs of the
customers.
outcome.

Words are not

open to

interpretation.

Ambitious To create and

new value,
enough that is excite & delight
our customers
achievable through the
best food
products &
services.

Concern for To earn our

customer’s
survival, loyalty, we
listen to them,
anticipate their
needs & act to

42 | P a g e
 growth, and create value in
their eyes.
profitability

Time framed We value

integrity,
aligned to the customer focus
creativity,
values that efficient and
respect highly
employees motivated
people and
should exhibit team spirit.

as they perform

their work.

2. Proposed Vision

To be the company that best understands customer satisfaction and loyalty

through integrity, creativity, efficiency, motivation, confidence, and not

settling for mediocrity

3. Proposed Vision Analysis

Criteria Excerpts

Short, Punchy

and Easily

Memorable

43 | P a g e
Specific to

business and

describe the

unique

outcome.

Words are not

open to

interpretation.

Ambitious

enough that is

achievable

Concern for

survival,

growth, and

profitability

Time framed

aligned to the

values that

employees

should exhibit

as they perform

their work.

44 | P a g e
4. Mission Analysis

Criteria Excerpts

Customers Make people

feel valued &
appreciated.

Products and To produce &

Services market food

products by

developing the

value of our

brands.

Market An international
leader in the
food industry
with a long-term
vision.

Concern for We anticipate

consumer need
survival, & deliver
outstanding
growth, and products &
services that
profitability

45 | P a g e
 improve
people’s tastes.

Philosophy Customer
Oriented

Self-Concept Innovative,
Competitive &
dedicated to
satisfying our
customers and
consumers.

Concern for

Public Image

Concern for

Employees

5. Proposed Mission

The Mission is to be the international leader in the food industry through

innovation, competitiveness, and dedication by setting the standards that
would satisfy the customers and produce, develop, and market products to
make people feel valued & appreciated. To encourage employee
volunteering across all our locations.

46 | P a g e
6. Proposed Mission Analysis.

Criteria Excerpts

Customers

Products and

Services

Market

Concern for

survival,

growth, and

profitability

Philosophy

Self-Concept

47 | P a g e
 Concern for

Public Image

Concern for

Employees

C. Strategic Problems

1. Food safety act of 2013 (Republic Act No. 10611)

2. Lack of Advertisements
3. Lack of Customer Loyalty Programs

D. Strategic Objectives
1. Food safety act of 2013 (Republic Act No. 10611)
To enhance their product range by producing a new innovative product or
developing the current product and producing a healthy product that will
benefit their customers especially those who are in healthy lifestyle side.

2. Lack of Advertisements
To have an aggressive marketing effort thru advertising and promotions
with the use of famous T.V. personalities or food bloggers that can help
the company to increase its sales.

3. Lack of Customer Loyalty Programs

To provide a customer loyalty programs for both walk-in and online
customer who are often eating in Yellow Cab.

48 | P a g e
 Chapter 6

Strategic Alternatives and Recommended Strategy

A. Strategic Alternatives

1. TOWS MATRIX

Strengths Weaknesses

S1: Premium quality W1: Expensive

pizza and variety of Pricing
choices in the menu
W2: No healthy
S2: New York retro- product options
style
the ambiance of the W3: Lack of
store Advertisements

S3: Strategic branches W4: Lack of

location Customer Loyalty
Programs.
S4: Competent
Workforce

S5: Strong Brand

Image

S6: Advanced and

Innovative workplace

Opportunities SO Strategies WO Strategies

O1: Food safety act of SO1: Open more branches
2013 into the new geographic
area
(Republic Act No. (S5, S3, S4, O2, O3)
10611) (Market Development)
O2: Filipinos preferred SO2: Aggressive
to advertising of products
and promotions to highlight
dine-out instead of their brand
making (S2, S 4, S5, O4, O5)
own meals (Market Penetration)
SO3: Improving the
current products and
WO1: Produce a new
a related product on
healthy meals.
(W2, O1)
(Related
Diversification)
WO2:
Provide incentives
or discounts to
customers to
boost market share.
(W1, O2, O3, O5)
(Market Penetration)

49 | P a g e
O3: Philippines GDP developing a new one
grows (S1, O3, O2)
(Product Development)
by 6.7% in 2017
O4: Philippines world
leader in social media
usage
O5: Millennials
purchasing
power growing
Threats ST Strategies
T1: Philippines Inflation ST1: Expand their
The rate at over 3-year branches in Visayas and
Mindanao with their
high of strategic location
4% (S3, S4, S5, S6, T3, T4)
(Market Development)
T2: Filipinos making
healthier food, beverage ST2: provide a bundle or
group meal that is
choices affordable to help increase
sales.
T3: The restaurant (S1, T5, T1)
business (Market Penetration)
is booming.
ST3: Activate a mobile
store or food kiosk type in
T4: Major competitor any events like sports
opening new branches activities, school fair, and
this any other similar events.
2018 (S5, S3, T4, T3)
(Market Development)
T5: Effect of TRAIN Law ST4: Intensify an
to businesses alternative products by
doing research and
development with a healthy
benefits
(S5, S1, T2)
(Related
Diversification/Product
Development)
WO3: Providing
coupon,
rewards or free taste of
new products for loyal
customers
(W4, O2, O5)
(Market Penetration)
WT Strategies
WT1: Improve the
advertisements by
getting a famous artist
or food bloggers to
promote the product
thru TV ads, Billboard
and online marketing
(W3, T4, T3)
(Market Penetration)
WT2: Explore a
cheaper supplier that
can match the
premium quality of the
products to make the
price more affordable
(W1, T1)
(Product
Development)
50 | P a g e
B. Recommended Strategy

1. WT1: Improve the advertisements by getting a famous artist or food

bloggers to promote the product thru TV ads, Billboard and Online
Marketing

2. Intensify alternative products by doing research and development with

healthy benefits

3. Improving the current products and developing a new one

Chapter 7

Implementation

A. Programs

Strategic Strategy Programs Party

Objectives Responsible

Food safety act of Developing a product Provide research Research and

2013 (Republic Act for customers who on developing a development
No. 10611) are health conscious new product or team
like vegetable salad, improving the
they will surely buy it, current product Marketing Team
and with that, it can
help Yellow Cab
increase their sales
because of the Produce a healthy
new products with a products variants in
health benefit they do the menu
not just sell tasty and
delicious products,
but
they also serve
healthy meal as well.

51 | P a g e
 Adding a new flavor
of pizza like having a
Filipino food twist in it
but still the New
York concept of the
pizza is still intact, as
well as the chicken it
should be developed
by introducing a new
product line of
chicken like a
drumstick, Chicken
breast, and chicken
thigh with their
existing variety of
flavors in their
chicken and for the
pasta, they should
develop a new
character of pasta
as well.

Every customer
should be given a
customer feedback
sheet for the
company to help on
what part they can
improve their
products.
Lack of Yellow Cab must Well-known Marketing Team
flash their personalities
Advertisements advertisements in have a high impact
T.V. commercials on them
using several famous fans by using them
T.V. personalities as a tool
and famous food in promoting the
bloggers/reviewers brand might as well
or having their Yellow Cab
billboard for might increase in
everyday commuters sales and gain
and drivers to see customers
and get curious of
what Yellow Cab Offering this type of
offers group meal will help
besides pizza. the customer
save their money it
Yellow Cab should will be a budget-
use social media as friendly meal with
one of the tools in your friends or
aiding their family. More
advertisements thru customers will try
Facebook, Twitter, this because they
Instagram and know that Yellow
Youtube because this Cab is an
is the websites that

52 | P a g e
 most Filipinos spent expensive
the most according to restaurant.
the one factor in
External Factor Intensify the use of
Evaluation. all the social media
Existing and potential to advertise the
target market of product and the
Yellow Cab might be brand
aware if there will be
an aggressive post
about their products
or promos to give.
Lack of Customer Yellow Cab lacks in Providing loyalty Marketing Team
Loyalty Programs customer loyalty programs for
programs compared customers both
to their competitors walk-in and
that provide discount delivery like a
cards as a loyal membership card
customer it gives and discounts to
them a free product gain more
when there is a customers
birthday or discount
upon dine-in or
delivery.

They should provide

a customer’s loyalty
a card as well but
their difference is
they can get to avail
unlimited pizza,
chicken and soda
promotions per
month if they reach
the quota of the
points that are
needed or when
there is birthday of
the loyal customer
automatically there
will be a deduction on
the bill and free
premium best seller
pizza.

B. Financial Projections and Overall Evaluation of the Strategies

53 | P a g e
 2017 (S) 2018 (P) 2019 (P) 2020 (P) 2021(P) 2022 (P)

2,574,242,925.11 2,908,894,505.38 3,345,228,681.18 3,980,822,130.61 4,936,219,441.95 6,219,636,496.86

148,586,651.10 167,902,915.74 193,088,353.10 229,775,140.19 284,921,173.83 359,000,679.03

84,411,746.11 95,385,273.10 109,693,064.06 130,534,746.24 161,863,085.33 203,947,487.52

4,341,665,160.26 5,383,664,798.72 6,783,417,646.39

2,807,586,085.31 3,172,572,276.40 3,648,458,117.87

2,098,435,327.49 2,371,231,920.07 2,726,916,708.08 3,245,030,882.61 4,023,838,294.44 5,070,036,250.99

709,150,757.82 801,340,356.34 921,541,409.79 1,096,634,277.65 1,359,826,504.28 1,713,381,395.40

(723,428,945.98) (897,051,893.01) (1,130,285,385.20)

(467,813,377.47) (528,629,116.54) (607,923,484.02)

(129,262,469.04) (160,285,461.60) (201,959,681.62)

(83,589,013.90) (94,455,585.70) (108,623,923.56)

36,906,656.97 41,704,522.38 47,960,200.73 57,072,638.87 70,770,072.20 89,170,290.97

194,655,023.43 219,960,176.47 252,954,202.95 301,015,501.50 373,259,221.87 470,306,619.55

194,655,023.43 219,960,176.47 252,954,202.95 301,015,501.50 373,259,221.87 470,306,619.55

54 | P a g e
 68,132,596.53 76,989,834.08 88,538,309.19 105,360,587.93 130,647,129.04 164,615,382.59

(3,536,905.74) (4,385,763.11) (5,526,061.52)

(2,287,179.45) (2,584,512.78) (2,972,189.69)

128,809,606.35 145,554,855.18 167,388,083.45 199,191,819.31 246,997,855.94 311,217,298.49

7,005,393.90 7,916,095.11 9,103,509.38 10,833,176.16 13,433,138.43 16,925,754.43

(3,249,952.25) (4,029,940.80) (5,077,725.40)

(2,101,617.79) (2,374,828.10) (2,731,052.31)

4,903,776.11 5,541,267.01 6,372,457.06 7,583,223.90 9,403,197.64 11,848,029.02

206,775,043.21 256,401,053.58 323,065,327.51

133,713,382.46 151,096,122.19 173,760,540.51

According to the Yellow Cab’s annual report of 2014-2015 there is an increase of 13% in their

revenues. The researcher comes up with the projection to increase in revenue by 13%-26% from 2018-

2022 because of the expansion of the branch nationwide from 2018-2019 including Visayas and

Mindanao and the aggressive market penetration, product development and market development to

be applied for the next 5 years operation of Yellow Cab Philippines. The researcher projected it

following the increase of 13% from the previous years so it will rather be a speculation rather than a

projection.

55 | P a g e
 Chapter 8

Evaluation and Control

A. Feedback Information System

Strategic Objective Target Timeline

1. Food safety act of 2013 Consumers January 2019-December

(Republic Act No. 10611)
2019

2.Lack of Advertisements Possible Customers January 2019-December

2019

3.Lack of Customer Loyalty Loyal Customers January 2019

Program

B. Standards and Measures

Strategy Key Performance Target Monitoring

Indicator Schedule

WT1: Improve the Endorser hired Possible Consumer January 2019-

advertisements by
getting a famous December 2019
artist or food
bloggers to promote Number of views
the product thru TV
ads, Billboard and
Online Marketing

Intensify alternative Outputs of the Customers January 2019

products by doing
research and Research
development with
healthy benefits

SO3: Improving the Survey Feedback Customers January 2019

current products and
developing a new
one

56 | P a g e
References:

https://psa.gov.ph/content/2015-annual-survey-philippine-business-and-industry-aspbi-
%20accommodation%20and-food-service

https://www.shakeyspizza.ph/corporate/download/[Website]%20Shakeys%20Pizza%20Asia%20%20Ventures
%20Inc%20PIZZA%20Investor%20Deck%20August%202017%20[FINAL].pdf

http://edge.pse.com.ph/openDiscViewer.do?edge_no=872b1e470308898d3318251c9257320d#st%20hash.biiYo
pHO.dpbs

https://business.mb.com.ph/2016/11/19/millennials-purchasing-power-growing-study/

http://www.dof.gov.ph/taxreform/index.php/2018/02/12/employees-see-cash-bonanza-higher-%20takehome-
pay-train

https://www.rappler.com/business/194294-gross-domestic-product-philippines-q4-2017-economic-growth

https://tradingeconomics.com/philippines/inflation-cpi

http://lifestyle.inquirer.net/260901/filipinos-making-healthier-food-beverage-choices-study/

https://business.mb.com.ph/2016/11/19/millennials-purchasing-power-growing-study/

http://business.inquirer.net/246015/ph-world-leader-social-media-usage

https://businessmirror.com.ph/the-restaurant-business-is-booming-and-ripples-are-spreading/

http://business.inquirer.net/243920/shakeys-open-20-new-ph-stores-year
https://www.rappler.com/business/197498-philippines-inflation-rate-february-2018
https://www.coursehero.com/file/p6fqi55/It-also-gives-way-for-new-entrants-to-enter-the-market-with-the-
same-type-of
https://www.care.com/b/l/shafer-day-care/granada-hills-ca
https://www.roundmenu.com/doha/yellow-cab-souq-al-ali
http://altco-kw.com/
http://www.investmentzen.com/news/the-true-cost-of-eating-out-instead-of-cooking-at-home/
https://www.coursehero.com/file/p6fqi55/It-also-gives-way-for-new-entrants-to-enter-the-market-with-the-
same-type-of/
https://phdessay.com/international-marketing-peugeot/

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Appendices

About the Author

Tommy Detlef O.Layugan is a 20 year old bedan marketer with a soft heart. He
usually hangs out with other people and passionate on what he does but also, he is
a hard-headed student. If one must dig deeply, one will notice how great and caring
a friend he is and he never leaves anyone behind.

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