Catering and Marketing

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The Effectiveness of Marketing Strategies of Selected Catering Services in the Province of Bataan

Hanna Almazan and Abby Rose Rodriguez
Colegio de San Juan de Letran- Bataan

Dr. Vivencio R. Mamaril
Research Adviser
To perform successfully, a catering service must be market-oriented and should apply the marketing concept, which is derived from the assumption that a product should be capable of meeting the needs of consumers, foremost, through its quality. To fully meet the needs and wants of costumers on the one hand, and to accomplish its business goals on the other hand, a catering business needs to combine the elements of the marketing mix in order to be as successful as possible in selling its product on the market. Guest satisfaction must be ensured.

I. INTRODUCTION

“Marketing is not only much broader than selling; it is not a specialized activity at all.  It encompasses the entire business.  It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view.  Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” – Peter Drucker 

Food is an indispensable part of the human needs and wants that is always present in every circumstance. It is a usual unison that people have in an event which covers a large number of people dining and feasting meaning a reason for the essence of catering services. Catering services is one of the most dynamic business groups in the food and beverage industry. By industry definition, catering is the planned service of food and beverages – in contrast to restaurants, where food and beverages are generally served on demand. The opportunity for catering services to provide planned food and beverages is far greater than it is for restaurants. While restaurants are business units that serve the general public within their operating facilities, catering services, for the most part, can be provided in any venue, public or private.

Unlimited types of settings, both indoors and out, are used for catering functions. The number of people who can be served at a catering function range from one to many, many more – often totalling in the thousands. For a service organization such as catering to acquire customers, it is important that marketing strategies be deployed to improve its own ability to compete with other catering services gain a competitive advantage and thus retain a greater number of customers. Marketing is an important aspect of every catering operation. As customer demands increase for catering-related services, corresponding marketing efforts must be developed. Catering business can live and die by the strength of their marketing efforts, particularly in areas with high levels of competition. An effective marketing plan can lead to the growth of your customer base, larger catering jobs, and increased profits. As consumers grow increasingly, the role of advertising and publicity become the primary vehicles for information about food and service.

Definition of Terms

Marketing. It is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Strategy. It is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations.

Catering. The activity of providing food and beverage for events. 

Marketing Mix. A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion.

Product. Represents a set of tangible and intangible elements used to satisfy the needs and wants of consumers.

Promotion. The publicization of a product to increase sales or...
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