International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (496-507), Month: October 2019 - March 2020, Available at: www.researchpublish.com
THE MARKETING STRATEGIES OF THE TENANTS IN FUDAFARI, BACOOR, CAVITE 1
Mary Mykaella M. Samsin, 2Mike Lester M. Garcia, 3Pamela M. Gelera, 4 Dr. Jimford U. Tabuyo 1,2,3,4
DE LA SALLE UNIVERSITY - DASMARINAS
College of Tourism and Hospitality Management Tourism Management Department
Abstract: This study was conducted to propose a new marketing strategy in Fudafari Food Park Bacoor, Cavite for them to improve their strategy on how the tenants will market their product to customers. This study is determined by age and gender demographic profiles and its relationship to the marketing strategy of the food park. The study also assessed the marketing strategies of the tenants of the food park wherein the researchers used 10 Ps marketing mix such as Product, Price, Place, Promotion, Packaging, People, Physical evidence, Processes, Picture and Persistence and applied mix type of research which involves both quantitative specifically descriptive type of research and qualitative specifically analysis research. In line with this, the researchers used survey questionnaire with a non-probability sampling specifically quota sampling and convenience sampling. The study used descriptive statistics, mean, analysis of variance and chi-square as statistical treatment for the data gathered. The study showed that among the two demographic profiles of the respondents only the age is found to be significantly related to the marketing strategy. Keywords: marketing mix, marketing strategy, customer, tenants, food park.
I. INTRODUCTION Research on marketing strategy has always been motivated by a basic desire to help marketing executives make better choices. In line with this, marketing strategy is a systematic and creative way of selling product to the customers. According to Adam Barone (2019), a marketing strategy is a business’ overall game plan for reaching people and by turning them into customers by the given product and services. In addition, marketing strategy is part of every hospitality industry around the world for itis the wide plan to achieve marketing goals. As per Diane Stevens (2017) a research-based marketing strategy focuses on rivals, clients, and market size.Lastly, marketing strategy is a blueprint for attaining marketing objectives (Lynch, 2017). It is intended following thorough marketing research. Thus, marketing strategy enables an organizationfocus on the best possibilities to boost revenues by focusing on its scarce resources. Food Park has been known to provide different variety of dish in one location. It is an effective and simple way for business entrepreneur that helps them to lessen their expense for investing a business. According to Fatima Ventura a business entrepreneur of Good Tapa, “We first entered our business in bazaars and food park because do not have enough capital to build a restaurant instantly but now we didn’t expect we can now place our business in the mall and had a two branches in Pampanga and hopefully 2 branches in Metro Manila” (Lopez, 2018). Usually for dinner, food parkis fun and a novel way of getting to try different food and beverages in one place. Moreover, Filipinos loves to eat very much. Their unconditional love for food is an evident from tons of dishes that are
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