Group 4

Introduction
A. Food and Filipino Eating Habit

B. Fast-food and Franchising

C. Food Industry Analysis

Objective of the Study
Objective of the Study
1. Viability of Orange Brutus branch in Bugo,
2. Establish market position of Orange Brutus
3. Determine person’s choice of food is
independent from various variables in the
study.
4. Guidelines and strategies for the marketing
plan.
Scope & Limitation of the Study
Scope & Limitation of the Study

Viable market for the proposed Orange Brutus

Branch in Bugo, Cagayan de Oro City
Significance of the Study
Significance of the Study

 Basis for fast-food franchisees and other

entrepreneurs
 Bugo, Puerto & Tagoloan are growth area
 Bugo DMPI employees
Research Design
Methods of Research
 Data Analysis

 Survey Questionnaire

 Traffic Count
 Sample Survey Questionnaire

 
Respondents of the Study
Occupation Count Percent

Del Monte 75 63%

5%
Other Co. Workers 6

Travelers 24 20%

Puerto Residents 5 4%

Bugo Residents 5 4%

Tagoloan Residents 5 4%

Total 120 100%

120 Respondents of the Study
4% Tagoloan
Residents
4% Bugo Residents

4% Puerto Residents

Travelers
20%

Del Monte
63%
Other Co. Workers
5%

Del Monte Other Co. Workers Travelers

Puerto Residents Bugo Residents Tagoloan Residents
Del Monte Groups
Admin & Offices
6%

Operations Group
94%

Operations Group Admin & Offices

Distribution of Del Monte Groups

Reg., Temp, VLPs As of July 2004 Percent Distribution

Operations Group 3,401 94 % 70

Admin & Offices 225 6% 5

TOTAL 3,626 100% 75

Distribution by Operations Group
Packaging, WH,
&Shipping
Term Hires & VLPs
(casual) QA & Safety

Engineering &
Maintenance

VP Office, Supv
Trainees
Can Plant

Pineapple
Operations

Packaging, WH, &Shipping QA & Safety

Engineering & Maintenance Can Plant
Pineapple Operations VP Office, Supv Trainees
Term Hires & VLPs (casual)
 Distribution by Operations Group
Department As of July 2004 Percent Distribution

Packaging, Warehouse, & Shipping 296 9% 6

Quality Assurance & Safety 103 3% 2

Engineering & Maintenance 426 13% 9

Can Plant 197 6% 4

VP Office, Trainees 9 0% 0

Term Hires & VLPs (casual) 840 25% 19

Pineapple Operations 1,530 45% 31

TOTAL 3,401 100% 70

Analysis & Interpretation of Data
 Traffic Count
West to CdO = 329 CdO to West = 296

332
350 338
300 272
318 331 285
250

200

150

100
8/31/2004 5:00 PM
50
8/21/2004 3:00 PM
0
8/21/2004 10:30 AM
West to CDO
CDO to West

8/21/2004 10:30 AM 8/21/2004 3:00 PM 8/31/2004 5:00 PM

120 Respondents
Occupation of All the Respondents
4% Tagoloan
Residents
4% Bugo Residents

4% Puerto Residents

Travelers
20%

Del Monte
63%
Other Co. Workers
5%

Del Monte Other Co. Workers Travelers

Puerto Residents Bugo Residents Tagoloan Residents
Age of All the Respondents
16-20years
old (8)

More than
30years old 21-25years
(45) old (30)

26-30years
old (37)
Gender of All the Respondents

Male 43

Female 77
Civil Status of All the Respondents

Married 47

Single 73
By Segment
Occupation: Age
30% 26%

25% 21%

20%
16%

15% 16-20
21-25
26-30
5%
10% 6% More than 30

3%
4%
5% 2%
5%
1%
2% 2%
3% 2% 0% 3%
0% 0%

0% 1% More than 30
0%
0% 2%
0% 26-30
Del Monte
Travelers 21-25
0%
Other Co.
Workers Puerto 16-20
Residents Bugo
Residents Tagoloan
Residents
Occupation: Gender
42%
45%

40%

35%

30%

25% 21%
20%
Male
15% 11% Female
10% 9%

5% 3%
3%
2% 3% 3%
0% 2%
2%
Del Monte
Travelers 1% Female
Other Co.
Workers Puerto Male
Residents Bugo
Residents Tagoloan
Residents
Occupation: Civil Status
40% 38%

35%

30% 24%
25%

20%

15% 14% Single

Married
10% 6%
5% 3%
3% 2%
0% 3% 2% 3%
3%
Del Monte
Travelers 1% Married
Other Co.
Workers Puerto Single
Residents Bugo
Residents Tagoloan
Residents
Cross Tabulation
Occupation – Will Patronize/ Will Not

80 74
70 DM
60 Travelers
50 Other Co. Workers
40 Puerto Residents
4
19 5 1
30 4
6 0 Bugo Residents

Tagoloan R esidents
20 1
Tagoloan Residents

Bugo R esidents
0
5

Puerto R es idents
10

O ther C o. W orkers
1
0
Travelers

Will
DM

Patroni Will
ze Not
Patroni
ze
By Occupation – Will Patronize
Will Patronize
Other Co. Workers
5%

Travelers
17%

Tagoloan
Residents
4%

Bugo Residents
4%
DM Employees
Puerto Residents 66%
4%
Age – Will Patronize/ Will Not
43

45 34
40

35 28

30 16-20
21-25
25
26-30
20 More than 30
2
15 3
7
10 More than 30
2
26-30
5
1
21-25
0
16-20
Will
Patronize Will Not
Patronize
By Age – Will Patronize
Will Patronize
16-20
6%

More than 30 21-25

39% 25%

26-30
30%
Gender – Will Patronize/ Will Not

74
80

60
38
40 Male
20 3 Female
5
Female
0
Male
Will
Patronize Will Not
Patronize
By Gender – Will Patronize
Will Patronize

Male
34%

Female
66%
Civil Status – Will Patronize/ Will Not

80 70

60
42
40 Married
20 3 Single
5
Single
0
Married
Will
Patronize Will Not
Patronize
Civil Status – Will Patronize
Will Patronize

Married
38%

Single
62%
Reasons for Preference – Will Patronize

120
97
100
Price
80 67
Food
60 45
40 42 Service
29 36 40 37
40
18 24
Location
17 19
20 With promo
58 3 4 4 7 8
1 2 0 4
3
0
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Del Monte Employees
Address of the Del Monte Respondents
West
3%
Bukidnon
15%
Bugo, Puerto, Tag
32%

CDO/ East
50%
DM Address – Will Patronize/ Will Not
49%
50%

45%

40%
35% 32%
Bugo, Puerto, Tag
30%
CDO/ East
15%
25%
Bukidnon
20% 3%
West
15% 0%
0% West
10%
1% Bukidnon
5%
0% CDO/ East
0%
Bugo, Puerto, Tag
Will
Patronize Will Not
Patronize
Type of Meal – Will Patronize/ Will Not
50

50

40
Complete meal
30 18 11 By order
6 0 0 Snacks
20
0 Desserts
0
10 1

Others
Others

Desserts
0

Snacks
0

By order
Will
Complete meal

Patroniz Will Not

e Patroniz
e
Travelers
Destination of Traveling Respondents
5%
9%
27%

5%

5%
44%
5%

Bukidnon Gingoog Camiguin Butuan CDO Mis. Oriental Iligan

Destination – Will Patronize/ Will Not
42%

45%

40% Gingoog
Bukidnon
35%
Surigao
30% Cagayan de Oro
13%
25% Misamis Oriental
4%
17% 4% Iligan
20% 0%
0% Butuan
15% 4% 0%

Butuan
0% 8% 4%

Iligan
10% Misamis Oriental
Cagayan de Oro

5% 4%
0%
Surigao

0%
Bukidnon

Will
Gingoog

Patronize Will Not

Patronize
Frequency in the Area – Will Patronize/ Will Not

9
9
8
7
3
6
4 Daily
5 2
3 2 or 3 times a week
4 1 1 0
3 Week ends
2 1 Once a month

Others
Others
Once a month
1
0
Week ends

0
2 or 3 times a w eek

Will
Daily

Patronize Will Not

Patronize
Length of Stay within the Area – Will Patronize/ Will Not

8
8
7 6

6 Less than 1 hour

5 1 to 3 hours
2
2 Half day
4
0 Whole day
3 1 0
3 0 Working/school hours
2 0

2 4 h o u rs
W o rkin g /s ch o o l h o u rs
24 hours
2 0
W h o le d a y
1
H a lf d a y

0
1 to 3 h o u rs
L e s s th a n 1 h o u r

Will
Patroni Will
ze Not
Patroni
ze
Companions – Will Patronize/ Will Not

14
14

12

10
6
Alone
8
With friends
6 With family
0 With others
4 0
3 4
With others
0
2 With f amily
With f riends
0
1
Alone
Will
Patronize Will Not
Patronize
Residents
Residents - Will Patronize/ Will Not

33%
27%
35%
30% 27%

25%
Puerto Residents
20%
7% Bugo Residents
15%
Tagoloan Residents
10%
7% 0% Tagoloan Residents
5%
Bugo Residents
0%
Puerto Residents
Will
Patronize Will Not
Patronize
Companions – Will Patronize/ Will Not

8
7
6 5

5
Alone
4
0 With friends
3
2 0 With family
2 2 With others
0 With others
1 With family
0 With friends
0 Alone
Will
Patroniz Will Not
e Patroniz
e
Type of Meal – Will Patronize/ Will Not

8
8
7
6
5 Complete meal
3 2
4 0 0 By order
0
3 0
Snacks
2 0 Desserts

Others
1 2
Des s erts
Others
Snacks

0 0
By order

Will
Com plete m eal

Patronize Will Not

Patronize
Other Company Worker
Other Co. Workers’ Address – Will Patronize/ Will Not

3 2

2.5

2 Puerto
1
1.5 Bugo
0 Tagoloan
1
0.5
0 Tagoloan
0 Bugo
0
Puerto
Will
Patronize Will Not
Patronize
Type of Meal – Will Patronize/ Will Not

5
5

3 Complete meal
0 0
0 By order
2 1
0 0 Snacks
1 0 Others
Desserts
Desserts

0 Others
Snacks

0
By order

Will 0
Complete meal

Patroni Will Not

ze Patroni
ze
Summary
Last Patronage
  Will Patronize Will Not Patronize

Yesterday 66 3

2-3 days ago 20 4

Last weekend 16 1

Last month 9 0

Last pay day 1 0

Cannot recall 0 0
Type of Meal
  Will Patronize Will Not Patronize

Complete meal 78 3

By order 25 5

Snacks 17 0

Desserts 5 0

Others 0 0
Usual Place for Meals
TRAVELERS Will Patronize Will Not Patronize
LUNCH - Outside 6 3
SNACKS - Outside 16 5
DINNER - Outside 1 2
     
DEL MONTE EMP.    
LUNCH - Outside 49 1
SNACKS - Outside 68 1
DINNER - Outside 40 0
     
OTHER CO. WRKRS    
LUNCH - Outside 4 0
SNACKS - Outside 5 0
DINNER - Outside 0 0
     
RESIDENTS    
LUNCH - Outside 7 2
SNACKS - Outside 10 2
DINNER - Outside 0 0
Companions
Other Co.
DM Workers Travelers Residents
Companions

W WN W WN W WN W WN

Alone 7 0 4 0 3 1 2 0

With friends 47 0 2 0 14 4 5 2

With family 25 1 0 0 6 0 8 0

With others 5 0 0 0 0 0 0 0
Companions
Other Co.
DM Workers Travelers Residents
Companions

W WN W WN W WN W WN

Alone 7 0 4 0 3 1 2 0

With friends 47 0 2 0 14 4 5 2

With family 25 1 0 0 6 0 8 0

With others 5 0 0 0 0 0 0 0
Food Preference - Total

Food Other Co.

DM Travelers Residents TOTAL
Preference Workers

Filipino 65 6 22 14 107

Chinese 25 0 4 0 29

American 32 0 1 0 33

Others 7 1 3 1 12
Food Preference – By Gender
Other Co.
DM Travelers Residents
Workers
Food
Preference

M F M F M F M F

Filipino 21 44 2 4 11 11 4 10

Chinese 8 17 0 0 1 3 0 0

American 11 21 0 0 0 1 0 0

Others 2 5 0 1 0 3 1 0
Food Preference – Civil Status
Other Co.
DM Travelers Residents
Workers
Food
Preference

S M S M S M S M

Filipino 39 26 3 3 15 7 7 7

Chinese 18 7 0 0 2 2 0 0

American 25 7 0 0 1 0 0 0

Others 7 0 1 0 3 0 0 1
Food Preference – Will/ Will Not
Other Co.
DM Travelers Residents TOTAL
Workers
Food
Preference

W WN W WN W WN W WN W WN

Filipino 64 1 6 0 17 5 12 2 99 8

Chinese 25 0 0 0 3 1 0 0 28 1

American 32 0 0 0 1 0 0 0 33 0

Others 7 0 1 0 3 0 1 0 12 0
Summary & Conclusion
A. Respondents
• Workers - 68% of the total sample
• Ages - within the range 30 years old and above
• More female than male respondents & slightly more
single than married respondents

B. Address - most are not necessarily residents of that area

C. Food preference - majority prefer Filipino fast-foods and

complete meal

D. Last patronage/frequency – majority of the respondents eat

daily and consistently replied last patronage as yesterday.
E. Usual places where meals are taken:
• Lunch – outside
• Snack – outside
• Dinner – Home

F. Reasons for the respondents’ fast-food preference:

• Food – taste / variety
• Price – affordable
• Service- fast / friendly
• Convenient location
• Promo items
G. The traffic count indicates a steady supply of would-be
customers.

Finally, 112 or 93% of the respondents will patronize while 8 or

7% will not patronize the proposed Orange Brutus branch in
Bugo, CDO.
Respondents: Will Patronize/ Will Not
Will Not
Patronize
7%

Will Patronize
93%
Recommendations
Open an Orange Brutus branch in Bugo highway, Cagayan
de Oro and
a. Focus its marketing effort on “Workers”, travelers and
single customers
 b. Continue in giving better and varied menu items at
very affordable prices to its patrons.
  c. Pursue to develop other food products in addition to
present menu to offer varied food choices to the
customers
  d. Concentrate on improving and strengthening its
customer service to attract regular patronage.