Mang Inasal

BACKGROUND | Edgar "Injap" Sia II is the man behind Mang Inasal, one of the fastest growing food companies in the Philippines, which has become amodern icon of the Ilonggo culinary yculture. His parents gave him the nickname “INJAP” because “Sia” is originally from China while “Jaruda”, his mothers name, is originally from Japan. “INJAP” stands for Intsik-Japan. His parents are businesspersons and it was expected that he take up some business-related course in college. He took up Architecture instead. With much perseverance, innovative thinking and a deep understanding of business, Sia created Mang Inasal in Iloilo City in 2003. Today it has emerged as the country’ssixth largest fast food chain and its growth seems to be unstoppable.Mang Inasal was Sia’s first venture into the food industry and the challenges he encountered were daunting. When he started, the concept of a fast food restaurant serving traditional Filipino dishes was a novelty and Sia knew he was against the top players in the Philippine fast food industry. Without a real system in place during his first year of operation and no commissary to supply their raw materials, he had to learn the hard way. Sia in fact had to do most of the work, from managing the business to preparing and serving the food to cleaning afterwards. This complete lack of hesitation to do the backbreaking work, however, enabled Sia to achieve in seven years what others have taken twice as long to achieve. The restaurant was instantly successful that it spread throughout most of Visayas, to Mindanao and then Metro Manila. It applied for franchise a couple of years later. By 2009, Mang Inasal opened one hundred stores. In October of 2010, 70% of Mang Inasal was acquired by Jollibee Foods Corporation for P 3 billion ( $ 68.8 million).Currently there are 445 branches nationwide and with over 10,000 employees system wide. | ISSUES & CONCERNS | 1. Target Market 2. Market Share 3. Competition 4. Market Share 5.