Structure, conducts & performance of selected fast food chains in Cavite / by Judith V. Julianda.

Thesis (B.S.B.M.--Economics) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

JULIANDA, JUDITH V. Structure, Conduct and Performance of Selected Fastfood Chains in Cavite. B. S. Thesis. Bachelor of Science in Business Management, major in Economics, Cavite State University, Endang, Cavite. April 2004. Adviser Dr. Luzviminda A. Rodrin.
The study was conducted to describe the structure of the marketing system of selected fast food chains in Cavite in terms of the degree of seller concentration, degree of product differentiation, and conditions of entry and exit, the conduct of selected fast food chains in terms of pricing and quality policies, and performance of selected fast food chains in terms of annual gross sales. The study was conducted from August to October 2003 in the following selected fast food chains in Cavite: Chowking Food Corporation, Jollibee Food Corp.., Pizza Hut, McGeorge Food Industries Inc. (McDonalds), and Greenwich Pina Corp. in Tagaytay City, Das-marinas, and Imus. The industry leader (lollibee) had focused on the Filipino masses by highlighting its ability to satisfy the distinct Filipino taste. McDonald's strike a balance between their image of global leadership and their ability to meet the local needs through massive promotional campaigns using local celebrities and engaging in public relations strategies. Chowking promoted the image of serving fresh food items through its prepare/cook-upon-order policy. All the five leading fast food outlets in Cavite used print advertising, television and radio advertising. Jollibee, McDonald's, Chowking, and Greenwich used public relations strategies to endear their firm to their customers. McDonald's and Jollibee had the advantage of enjoying the patronage of children because of their kiddie meals where a complete meal comes with a free toy. The entry and exit conditions were difficult for the food service industry especially for large fast food chains. New entrants must identify a niche in the local market and work to project an image that can break brand loyalty for existing industry players
In the case of the selected fast food chains in Cavite, brand loyalty was already created and brand recognition was widespread nationwide. Each fast food chain had created its own niche in the market through sophisticated management and logistics support of their parent companies. Price has a strong influence on the demand for fast food products. Consumers were willing to trade-off some of their preferences in exchange for large savirms Jollibee, McDonald's, Greenwich and Chowking's pricing were reportedly based on production cost and on competitor's pricing, Market conduct of the fast food chains played an important role in obtaining higher gross sales and profit This was especially true for sales promotion, public relations and pricing strategies which influenced buyers' decisions and behaviors. The conditions of entry and exit can also affect the performance of the fast food chains in terms of market share. Fast Food chains tend to cater to the younger age group, thus, the owners should concentrate their marketing more on kids and people on the go. The structure of the company affects its performance that is why there is a need for an organization and management that is fitted to the needs of the firm.

Submitted to the University Library 07/18/2007 T-2873