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“Marketing Framework of Mang Inasal Food Corporation: Basis for Proposed Filipino Themed Food Business Program”

A Research paper Presented to the Faculty of the College of Business Management and Accountancy
Pamantasan ng Lungsod ng Marikina

In Partial Fulfillment of the Requirements for the Degree
Bachelor of Science in Business Administration of Marketing Management

BY:
Rio Joyce F. Albitos
John R. Borlado
Francis Gio B. Dionisio
Jessane Joy M. Ruegas
Marc Davis R. San Gaspar
Kaye Marie R. Villanueva

INTRODUCTION
Food is one of the basic weaknesses of Filipino people. They keep looking for a food or meal which will continuously satisfy their needs. But a good customer has a feature of infinitely needs. So they keep looking for a unique offer from different Restaurants. Restaurant is an establishment which prepares and serves food and drink to customer in return for money. They are generally classified into Upscale, Mid Scale and the Quick Service also known as Fast-Food Restaurant. Upscale are restaurant which offer high quality cuisine at a high end price. They also offer full service and have a high quality of ambiance while Mid Scale offers full service, buffets or limited service but in a more affordable price. Quick Service known as Fast-Food Restaurant is the term given to a food that can be prepared and served very quickly. In a Food Industry it is a specific type of Restaurant characterized both by its fast food cuisine and by minimal table service. Food served in fast food restaurants typically caters to a "meat-sweet diet" and is offered from a limited menu; is cooked in bulk in advance and kept hot; is finished and packaged to order; and is usually available ready to take away, though seating may be provided. Fast food restaurants are usually part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. In today’s world, a Restaurant is not just a simple restaurant they are one of the massively influential element in a society. They provide jobs for both highly trained or skilled employees, experience-trained, and the untrained. They are consistent, predictable and active purchasers of both fresh and manufactured foods used to prepare their meals. They are consumers of secondary elements like tablecloths or napkins beverages, glassware, cutlery, dishes as well as services of accountants and lawyers. Restaurants are really important contributor to an economy.

Chapter 1:
The Problem and Review of Related Literature

A: Company Background
(Company History, Mission and Vision)
MANG INASAL - Philippine's fastest growing barbeque fast food chain, serving chicken, pork barbeque and other Filipino favorites, was first established on December 12, 2003 in Iloilo City. Currently, there are 445 branches nationwide and with over 10,000 employees system wide. MANG INASAL is doing its share in alleviating the unemployment burden of the country. The presence of every MANG INASAL in a certain area provides not only employment but also opportunities to community members including suppliers of calamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients. It also indirectly gives income - generating activities to many. From its humble beginnings in December 2003 at the Robinson’s Mall Carpark Iloilo, Mr. Edgar Sia II has certainly come a long way now that they have almost 300 branches and franchises. This number will no doubt increase in the following years. In addition, Jollibee Foods Corporation had recently acquired 70% of Mang Inasal amounting to P3 billion. Competition is really tight amongst restaurants, fast-food or not. And the reason Mang Inasal is widely patronized by Filipinos is that the quality of their food and service is almost beyond reproach (of course nobody...
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