Chapter I

THE PROBLEM AND ITS BACKGROUND

Introduction

Business strategy defines the approach, tactics and strategic plan adopted by a business to attract

customers and achieve its business goals. It is a very broad term that encapsulates everything a

business does to make money. From partnering with other firms and attracting top talent to

acquiring new technology all comes under the gamut of business strategy. One very common

business strategy is for larger firms to gain a stronghold in a growing market through aggressive

M&A activity. Think of the Fortune 500 firm that buys out a competitor, or when a larger firm

merges with a competitor to corner a young market. Standing out from the competitors is a key

requirement for business success. Unless consumers can spot your product from me-too

competitors, you’ll have a hard time making sales. Businesses can do this either by highlighting

their product’s superior technology, features, styling, heritage, pedigree or price.

A business strategy is a plan for the future of a business. Strategies are shaped by goals

and strategic drivers such as competition, technological change and markets. They come in many

varieties including product, pricing, promotion, distribution, technology and management

strategies. Basic strategy considerations, Establishing valuable positions that your competitors

can't match, The ability to achieve goals in an environment of constraints and competition,

Analysis of target markets and customers, Basic strategies that aren't specific to a domain,

Strategies for capturing value that serve as the basis for a business, Strategies for product,

pricing, promotion, advertising and distribution, Strategies related to technology products or

internal information technology functions. Strategies related to directing and controlling

organizations, Eliminating waste and improving productivity, Strategies for inventing significant

new value, Developing creative works, inventions and brand symbols, The design of

organizations, Common patterns of strategy failure.

From a retail point of view, the Filipinos are fond of food.each province all over the country has

its own specialty, and Filipinos are known to spend more on food than anything else. Family

gatherings revolve around meals, and people really go out of their way to experiment and find

the best places to eat in the city. This is why most entrepreneurs get into the food business. Even

the most prominent celebrities in the country opt to open restaurants rather than selling any other

kind of good but for those who don’t have the capacity to open huge food chains and invest

millions of pesos in upscale restaurants, opening their own food business can be close to

impossible Or not. There’s a trend in the small-scale business industry called franchising, and it

has taken off in a big way in the last few years. With so many malls rising all over the metropolis

and all over the country in recent years, franchises have found an ideal outlet to make easier

money than, say, a stand alone cart in a busy street corner.

One of the most important things to experience while you are traveling is the food of the place.

Every place has its own popular dishes or particular cuisine that one ought to try out while being

there as it might just be a once in a lifetime opportunity.Tarlac is no exception to this, especially

since most food items served in Tarlac restaurants are homegrown products. Consequently,

Tarlac excels in its cuisine, as it is most genuine and delectable. That is why some would like to

go over some of the most popular Tarlac restaurants as well as outline some of the most popular

dishes in Tarlac.
Zeny's refreshment located in Gerona,Tarlac is one of the prominent carinderia in the market.

Their specialties as well as the quality of their services made them attain the standards of their

customers, reasons why their business is consistently growing and recognize by the people from

different places. Having a mission and goals in their particular business to gain more sales by

giving their best to satisfy customers, the owners need to show innovations, risk taking and

training for the betterment of their business and for them to get more profit,

\
Statement of the Problem

This Study aims to know the Business Strategies of Zeny’sRefresment Located in Gerona Public

Market.

Specifically ,This study will seek to answer the following questions:

1. Who often is Zeny's refreshment main customers?

2. What strategies does Zeny's refreshment has that persuades customers?

3. How does Zeny's refreshment became unique to the other competitors?

4. What is the quality of Zeny's refreshment made customers satisfied?

5. What makes Zeny's refreshment product healthy?

Significance of the Study

This study will provide good knowledge for the customers as well as other vendors. This

findings of the study could have a great value to the vendors, society, Customer, and even to

future vendors of the study.

To the vendors, particularly the improvements to the business and to success their business.

To society, the result of this study could provide additional knowledge on what they sell and to

perceive

To Customer, to increase their knowledge and continue to support the business by purchasing

the product

Future vendor, to have enough ideas on how to run a lively business

Scope and delimitation

The study focuses on the Business Strategies of Zeny's Refreshments located in Gerona

Public Market. This study delimited to the owner of Zeny's Refreshment located in Gerona

Public Market

Definition of terms

For clearer understanding of the study the following terms are operationally defined.

Business - is work relating to the production, buying, and selling of goods or services.

Strategies- is a general plan or set of plans intended to achieve something, especially over a long

period.

Located- in a particular place, it is present or has been built there.

Public- relating to all the people in a country or community.

Market- is a place where goods are bought and sold, usually outdoors.
Chapter II

REVIEW AND RELATED LITERATURE AND STUDIES

This chapter deals with the review of related literature and studies, the conceptual model

of the study, the research hypothesis, and the definition of terms used in the study

Related Literature

In the world of business in order to be successful there are a lot of strategies that can

help an organization to achieve their mission and goals in their particular business. According

to Camposano (2004), “Competitive strategy is knowing what approaches can be employed to

give the product or the business an effective competition edge.” This is a strategy where

the business will have an advantage over the other competitor. This will make the business

unique units own way. There are four strategies that a business can use in order to gain

competitive advantage which are the Differentiation, Cost Leadership, Differentiation Focus, and

Cost Focus.(Porter, Tutor2u, Competitive advantage, ). In these four strategies two are seeking a

broad range of the market which are Differentiation and Cost Leadership while the other two is

a narrow target market which are Differentiation Focus and Cost focus. In a small business,

entrepreneurs will likely use the strategies that will attract a specific consumer or narrow target

market.

In the differentiation focus strategy, a business aims to differentiate within just one or a

small number of target market segments. The special customer needs of the segment mean that
there are opportunities to provide products that are clearly different from competitors who may

be targeting a broader group of customers […]. (Porter, Tutor2u, para

A Carinderia is a small business idea that anyone can do as long as he/she has the passion

for cooking and a house. A carinderia will require a small capital investment which will be used

in the ingredients, utensils, equipment, tables and chairs. A typical carinderia has tables that can

accommodate one to two customers and kitchen equipment such as an LPG stove or a charcoal

griller. A carinderia doesn't also need that much people to hire since it is only small. But if one

decided to expand his/her business, then help will likely be needed already. For a carinderia,

having a good location is very important. A place near or is easy to be accessed by your

customers is ideal. Usually a place near tricycle drivers or blue collared workers is good. The

owner should also be reasonable with price, preferably very affordable prices. As for advertising,

word of mouth advertising can be the best promotional since it has no costs and easy to spread.

So satisfying your customers is very important

Market Strategy Camposano (2004) Market strategy is defined as knowing and analyzing

what is the best target market. .This strategy allows the organization or business to concentrate

their products and services to a specific target market which will increase their opportunity to

gain more sales. According to Mondoy (2011), knowing your market is very important in doing a

business. know your consumer’s habits and lifestyle and always get feedback even if it is

negative. He also quoted “ I’ve seen bad products succeed because they targeted the right

market, and I’ve seen good products fail because they were tapping the wrong market”. Product

Strategy In a recent study of entrepreneurship, one good strategy is knowing what product best

meets the needs of the target market ( Camposano, 2004). ‘Marketing is not about

providing products or services it is essentially about providing changing benefits to the changing
needs and demands of the customer’ (P.Tailor 7/00 as cited in leanmarketing.net. para.). This

strategy aims to help the business determine and list what benefits will the customer gain from

your products and how is it different from the product offered by similar businesses

According to Ponthieu a Indnsley (1996), "Small businesses constitute 97% of all

businesses in the United States and employ more than 58% of the labor force" . The small

business sector is growing at a very impressive rate, with small businesses making up more than

50% of the sales and products in the private sector (U.S. SBA, 1994). The importance of small

businesses to the economy is quite evident. Why are some firms successful while other firms

appearing to follow the same paths are not successful? It has been said that specific success

strategies used in one business may not work for another; as all businesses, like people, are

different (Hand, Sineath, &Howle, 1987). There are so many variables to sift through. It would

appear that the majority of studies in this area have found that most businesses that demonstrated

success

According to Zetlin (1994), small business owners feel that having a good product is most

important, however, other means of achieving success include a commitment to quality and to

the customer, innovation in marketing, being flexible when change is needed, maintaining good

supplier/customer relationships, and hiring good people that can be empowered. Bird (1989)

stated that firms where owners showed innovation, risk-taking, and had previous training were

most successful. Another study dealing with characteristics of the owner was by Duchesneau and

Gartner (1990). They found that the characteristics of the owner/manager, the strategy of the

firm, and the way the business approached start-up were most important to success. Prior

experience, long working hours, good communication skills, customer service, planning, flexible

management, and risk reduction were other factors cited. Hills and Narayana (1990) also found a
myriad of factors that were possible contributors to success. These included customer treatment,

good products, management practices, good treatment of employees, and a good reputation for

the company. O'Neill and Duker (1986) indicated that small businesses that were successful had

higher quality products, lower levels of debt, and lower capital intensity, as well as, relied on the

good advice of their accountants.

Foreign Studies

This study examines the role that food consumer cooperatives play in the local food

networks. Data are collected from three case studies with leading food cooperatives and a

national survey of the general managers of food cooperatives. We identify the emerging business

practices in local sourcing as a differentiation and member recruitment strategy for food

cooperatives. Our analysis identifies several clusters of strategies used for local food

procurement, based on the extent to which the co-op is involved in procurement activities

upstream (at the farm), mid-stream (at the distribution center) or downstream (at the food

cooperative). The results also show that when compared to other grocers, food co-ops have clear

advantages in working with local producers and oftentimes play a key role in the producers’

business viability.

The restaurant industry is the second largest employer in the United States; however,

only 33% of restaurants are successful during the first 3 years of operation. The purpose of this
exploratory multiple case study was to determine what marketing strategies small independent

restaurant owners need for profitability. Aker’s brand equity model was the conceptual

framework used to ground this study. Using a purposeful criterion sampling technique and semi

structured interviews, 12 individuals (2 managers and 2 employees from 3 restaurants in

Philadelphia) participated in the study. Data collected from interviews and archival business

records were analyzed to generate themes, also allowing for triangulation. Five marketing

strategy themes emerged from this study: word of mouth and social media marketing, limited

financial resources, product differentiation and atmosphere, blogging and using the point of sale

(POS) system, and employee engagement and up selling. Participants stated that word of mouth

and social media marketing were powerful strategies that small independent restaurant owners

should use to retain customers and gain new customers. Participants noted that product

differentiation and atmosphere are unique characteristics that guide marketing strategies, brand

positioning, and influence competitive advantage and profitability. Implications for positive

social change include business development opportunities, opening resource centers for training

programs, and free webinars associated with marketing and brand equity strategies.

Communities, organizations, and new entrepreneurs will benefit from positive social change

from the increase of social resources, community economic growth, employment opportunities,

and sustainability.

Much has been written in the literature regarding reasons for small business failure,

leading to confusion about those studies, as it is often difficult to define failure. There are fewer

studies citing reasons for small firm success. Factors citing reasons for failure may also appear as

factors affecting success according to Gaskill, VanAuken, and Manning (1993). Therefore, this

review of the literature will concentrate on reasons for small business success, which can in turn
also infer reasons for failure for those who are interested in that topic. Three categories for

success emerge in this review. They are strategic issues, demographics, and owner

characteristics. However, there appears to be no one set of reliable variables that will always

consistently promote success, because of the differences that exist within each individual small

firm, including owner/manager differences.

Local Studies

The study was conducted to determine the marketing strategies as predictors of

competencies of the selected established food chains in Cagayan de Oro City. Specifically, it

sought to determine (1) the marketing strategies among the selected established food chains in

Cagayan de Oro City in terms of: market mix, market segmentation, market attractiveness, (2)

the competencies among the selected established food chains in Cagayan de Oro City in terms

of: core competencies, distinctive competencies, and potential competitive advantage, and (3) the

significant relationships between the competencies and marketing strategies among the selected

established food chains in Cagayan de Oro City. This study utilized the descriptive survey design

and thirty respondents (30) were purposively chosen from the selected eight (8) food chains in

Cagayan de Oro City. In treating the data gathered, weighted mean was employed in determining

the marketing strategies and competencies. Pearson product moment correlation was used to test

the significant relationships between the marketing strategies and competencies among the

selected established food chains. The study yielded the following results: (1) Marketing

strategies measured in market attractiveness was rated high. On the other hand, market mix and

market segmentation were rated moderate; (2) Moreover, competencies measured in terms of the

core competencies was rated high. On the other hand, distinctive competencies and potential

competitive advantage were rated moderate; and (3) High relationship existed between
distinctive competencies and market segmentation, and moderate relationships exhibited in

market attractiveness. From the findings, it can be said that the selected established food chains

employ variety of marketing strategies. These include live band performance to attract customers

who are music lovers, accessibility of the location, quality of the taste of the food being served,

and business operations start early in the morning until late in the evening. However, for the

customers who want to enjoy a quiet meal and to relax prefer to dine in a restaurant with no

added amenities such as band performance and music lounge. In terms of marketing

competencies, some of these food chains demonstrated a high level of competence since they are

using marketing tools and strategies that would attract more customers.
References

A.Online Sources

Catahan, et . al. (2004), Strategies for Local Cafeterias to Gain Competitive Advantages

against Fast Food Chains https://www.scribd.com/doc/86174959/Basirec-Final-Paper

Retrieve on (August 12, 2018)

Ponthieuet. al. (1996), "Small businesses constitute 97% of all businesses in the United States

and employ more than 58% of the labor

force"http://www.sbaer.uca.edu/research/1998/ASBE/98asb040.txt retrieve on (August 12, 2018)

Ani L. Katchovaet. al. (2011) The Effectiveness of Local Food Marketing Strategies of Food

Cooperativeshttps://ageconsearch.umn.edu/bitstream/103918/2/Food%20Coop%20Paper%20AA

EA.pdf retrieve on (August 12, 2018)

Wanda Y. Jenkins (2015)Marketing Strategies for Profitability in Small Independent

Restaurantshttps://scholarworks.waldenu.edu/cgi/viewcontent.cgi?referer=https://www.google.c

om.ph/&httpsredir=1&article=2406&context=dissertations retrieve on (August 12, 2018)

Linda Shonesyet. al.(1993)SMALL BUSINESS SUCCESS: A REVIEW OF THE

LITERATURE https://www.equitynet.com/media/pdf/Small%20Business%20Success%20-
%20A%20Review%20of%20the%20Literature%20(Linda%20Shonesy,%20et%20al,%201998).

pdf retrieve on (August 12, 2018)

Reynaldo J. Sual et.al. Marketing Strategies as Predictor of Competencies of Selected

Established Food Chains in Cagayan de Oro City

https://ejournals.ph/article.php?id=5557retrieve on (August 12, 201

Chapter III

Method of Study and Sources

This chapter consist of research design used, the research locate, respondents of the study,

sampling technique, the research instrument, the data gathering procedure and the statistical

treatment.

Research design

This research design used was descriptive method. This method was used because this was

the most appropriate in the purposes of the study.

Research locale

The research was conducted at Gerona (public market). Geronais a 1st class municipality in

the province of Tarlac, Philippines. At present, Gerona, Tarlac Public Market is where Zeny's

refreshment business located and has a municipal permit and paid taxes..

Respondents of the Study

 The respondents of this study are the employees of the Zeny's refreshment in Gerona

public market.

Sampling design

Zeny's refreshment employees in Gerona public market will be the respondents of the study. The

study will be having seven (7) respondent of the study. The sample was determined by including

all the employees of the said carinderia.

Data Gathering Instrument

The studywill be using the survey questionnaire as the instrument in gathering needed.

Survey questionnairescontain about the strategies of the Zeny's refreshment in Gerona public

market. A dry run to test the validity of this part of the questionnaire will be conducted. A total

number of nine ( 9) respondents of Zeny's refreshment in Gerona public market are expected to

answer the researcher’s prepared questionnaires.

Data gathering procedure

The researcher will sought permission from the Zeny's refreshmentowners to conduct the

study. She will coordinate with the member of the Zeny's refreshment. The members of the

Zeny's refreshment will cooperate to accommodate the researcher. The researcherwill explain
the content of questionnaires. Questionnaires will be distributed to the respondents after giving

them instruction on how to answer the questions.

Statistical treatment

Several options were considered to determined appropriate data analysis methods for this

study. In the analysis of data gathered from the questionnaire, simple frequency,count,

percentage distribution, and ranking were utilized.

 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This Chapter presents the data gathered as they were analyzed and interpreted. Such as

data are presented in tabular and textual forms on the respondent profile,

1.Best strategy of Zeny's Refreshment to persuade customers Good services

Male Female

Good Services 4

Yummy foods

Friendly price 3

TOTAL 7

According to 4 female respondents the best strategy of Zeny's Refreshment to persuade

customers is the Good Services, while the 3 respondents choose the Friendly price.
2.Specialtist that satisfies customers

MALE FEMALE

PALABOK 7

HALO-HALO

SPAGHETTI

TOTAL 7

According to all female respondents, specialty that satisfies customers is the palabok.
3.Zeny’s Refreshments became unique to the other carinderias

Male Female

Unique facilities 3

Unique taste 4

Specialties

Total 7

According to 3 female respondents Zeny’s Refreshment

became unique the other carinderias is their Unique

facilities and the 4 respondents choose the Unique taste.

4. Main customer

MALE FEMALE

STUDENTS 3

SENIOR CITIZEN 4

PROFESSIONAL

TOTAL 7

According to female respondents, the main customer of Zeny's Refreshment is the students

while the 4 respondents choose the senior citizen

5. Maintain products healthy

MALE FEMALE

CLEAN 4
ENVIRONMENT

INGREDIENTS 3

UTENSILS

TOTAL 7

According to 4 female respondents they choose Clean Environment, to maintain their products

healthy, while the 3 respondents choose the Ingredients.

 Chapter 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of findings, conclusion and implications and

recommendations of the study.

Summary of Findings

1. According to my findings the best strategy of Zeny's Refreshment to persuade customers is the

Good Services, while the 3 respondents choose the Friendly price.

2. For the specialty of Zeny’s Refeshments that satisfies customer is the delicious Palabok.

3. According to 3 female respondents Zeny’s Refreshment became unique the other carinderias is

their Unique facilities and the 4 respondents choose the Unique t.aste

4. According to the 3 female respondents the main customer of Zeny’s Refreshment is the

student, while the other 4 female respondents is the Senior Citizen

5. to maintain the healthy products of Zeny’s Refreshment they make sure that their environment

is always clean and also their Ingredients.

CONCLUSION

1. The Best strategy of Zeny’s Refreshment to persuade customers is the good services and

yummy foods.

2. According to all employees of Zeny’s Refeshments answered that the Palabok is the

specialties that satisfy customers.

3. According to 3 female respondents Zeny’s Refreshment became unique the other carinderias

is their Unique facilities and the 4 respondents choose the Unique taste.

4. according to the 3 female respondents the main customer of Zeny’s Refreshment is the

student, while the other 4 female respondents is the Senior Citizen.

5. to maintain the healthy products of Zeny’s Refreshment they make sure that their environment

is always clean and also their Ingredient

Recommendation

In reference to the conclusions drawn from the study, the following recommendations are

made:

1. When you are willing to put up a business like Zeny’s Refreshment copy their strategy to grow

your business too.

2. You made your own specialty to satisfy customers.

3. Unique taste is always the best way to make your business profitable and make sure that It’s

delicious.

4. For your target customers you must be general to enjoy the consumer.

5. To the owner and employees of the business you need to maintain your products.