By: Camille Hazel Diaz
To: Ms. Girlie L. Fernandez
A thesis submitted in Partial Fulfillment
of the requirements for the bachelor of Science in Business Administration
Major in Marketing Management
ABE International Business College-Fairview
March 20, 2013
Tapsilog" is an original dish of the Filipinos which became a favorite since it was first created. "Tap" means tapa, "Si" means sinangag or fried rice and "Log" for itlog or egg. This kind of food is popular for Filipinos due to its tenderness and tastiness with the combination of fried rice and egg. Kahitsan is small eatery concept offering high quality yet affordable traditional Filipino food. It was originated from the word "Kahit Saan", the word we used to hear every time we ask someone where they want to eat. This concept was build to let the people know that Kahit Saan also exist as a small eatery providing wide varieties of filipino dishes. Kahitsan is located at the eastern end of Claro M. Recto Avenue due to high density of colleges and universities found in the area. It serves a variety of mouth-watering Sizzling Silog Meals such as TapSiLog, ToSiLog, CornSiLog, SigSiLog, PorkSiLog, BurgerSiLog, HotSiLog, ChixSiLog, and LongSiLog with a combination of Bulalo Soup. The gravy made it even more delicious and serves it on a sizzling plate. We offered a delicious and affordable price that gives a satisfaction to our customer that they surely get what they paid off.
Nowadays, people tend to eat outside due to busy days. Some students were not able to bring their own "baon" especially colleges. KahitSan provides services to valuable customers. Our main target market are students and other professionals who work near into our location. Kahitsan maintains product consistency to provide the customers the same high quality they received every time they go to our place. Our strategy is to build more customers in order to increase revenue. Unlike other small eatery, kahitsan have separate take-out counter for those customers who prefer to eat at different place, this will also be an advantage because kahitsan will be able to receive additional income even the place were full of customers. We also provide loyalty cards for an effective way of increasing sales from a specific customer. This card will be showed when they order to us. Effectiveness of this card is due to the provided sense of and it additional value to customers gives the feeling of value.
Kahitsan’s strategy is based on delivering a strong customer value proposition in a niche market. Our location is full of colleges and professionals that do not have endless opportunities for dining out.
Our competitive edge is to be the first eatery “tapsilogan” along Claro M. Recto Avenue, in a friendly, non-smoking, customer-oriented dine in experience and first to have its separate takeout counter.
To drive customers to Kahitsan, we will employ several techniques outlined below.
* Coupon – coupon will be given to people who passed by our store to inform them about our menus. * Flyers will be used for the advertisements which bring in customers. * (Word of Mouth) Encourage customers to become regular customers, and to tell all their friends and acquaintances about the great experiences and time that they shared to us. * Facebook Fan Page is an essential tool to promote my business. * Barkada Meals good for 3 to 5 persons.
Kahitsan will be operating for 14 hours from 7am in the morning up to 9pm in the evening. We’ll be planning to open our store ahead from our competitors so early risers will tend to eat breakfast in our place. Our products will be served fast and ready to consume and will be an alternative to the usual fast-food options available in today's market. Kahitsan will not operate its business on Sundays to give our...
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