Catering and Marketing
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
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
References: Attias, Michael. How to Stay on Trend With Catering. September 2011 National Restaurant Association. Restaurant, Food & Beverage Market Research Handbook. 2011 Palmer, Adrian. Principles of Marketing. November 2000 Scanlon, Nancy Loman. Catering Management Third Edition. November 2007