A CAUSAL COMPARATIVE STUDY OF THE MARKETING STRATEGIES
APPLIED BY CATERING ESTABLISHMENTS DURING CHANGES IN
SEASONS IN CAVITE AND MANILA
CHAPTER 1: THE PROBLEM
Rationale
Catering and grand eating has always been a part of the human civilization even as
early of the Ancient Egyptians and now lots of establishment now offers this service. But
like many other service industry, the success of a catering establishment dwell on how
well they can cope up with the changes in seasons. The seasons are a big influential
factor in commodities and financial markets. They influence the probability of price
movements, whilst working on the background often unobserved. Seasonality is a
seasonal fluctuation or cycle of forming a progression or trend. The survivability of a
catering service during this shaky season depends on how well the management can
plan ahead and on how well they can market. The changing of seasons is the perfect
time to dwell into new marketing campaign. Theres excitement in the air and
consumers have a reason to buy; whether its the thought of going back to school or the
chill in the air and the expectations of what the rainy and dry months entail.
Statement of the Problem
Coping up with the seasons have always been a serious problem in the service industry.
And lots of catering establishments have been suffering because of this. And this
research aims to answer questions to tip the odds in favor of the establishments.
How much does seasonality affect the events and catering industry?
What are the ways or techniques used to counter the negative effects of
seasonality?
Are these ways or techniques enough to solve the problems that rise with
seasonality?
Significance of the Study
This study aims to observe how a catering establishment and what they do to cope up
with the changes brought by seasonality.
This study can help Hospitality Students which aims to study and research the effects of
seasonality to events and catering establishments. It can guide their study and help
them venture deeper into it.
This study can also help those who are just starting to manage an events and catering
establishment. The result of this study can guide them and could teach them marketing
and promotional techniques. Proper analysis and understanding of the different seasons
can help them better manage the establishment when the time comes.
Scope and Delimitation
The study focuses mainly on catering establishments in Bacoor, Cavite and how one
catering establishment functions. The research focuses on strategies that catering
establishments apply to cope with interchanging seasons on the said field of business.
The study includes functions/operations of catering businesses of this year to
next years functions, the researchers studies marketing strategies that held catering
establishments standing until this point in time.
Any topic that is not mentioned earlier is not included in the study because the
researchers are only focusing on the topics that are mentioned.
Conceptual framework
This section present the conceptual background of the study, which focuses on
marketing strategies that management, applies to catering establishments.
INPUT
Literatures
List of question
Process
Interview of Managers of
catering establishment
Interview of owners of
catering establishments
Output
Seasonality of catering
establishments
Marketing strategies
Effectiveness
of
the
strategies
The input involves the literature gathered and the list of questions. Data were
gathered from managers and owners through personal interview regarding the topic.
The output involves the results of the study.
Definition of Terms
Financial balance sheets - summarizes a company's assets, liabilities,
and
shareholders' equity at a specific point in time. These three balance sheet
segments give investors an idea as to what the company owns and owes, as well
as the amount invested by the shareholders.
Economy- a system consists of the production, distribution or trade, and consumption
of limited goods and services by different agents in a given geographical
location. The economic agents can be individuals, businesses, organizations, or
governments. Transactions occur when two parties agree to the value or price of
the transacted good or service, commonly expressed in a certain currency.
Commodities - marketable item produced to satisfy wants or needs. Economic
commodities comprise goods and services.
Seasonality - A characteristic of a time series in which the data experiences regular and
predictable changes which recur every calendar year. Any predictable change or
pattern in a time series that recurs or repeats over a one-year period can be said
to be seasonal.
Climate - a measure of the average pattern of variation in temperature, humidity,
atmospheric pressure, wind, precipitation, atmospheric particle count and other
meteorological variables in a given region over long periods of time.
Diversifying - A risk management technique that mixes a wide variety of investments
within a portfolio. The rationale behind this technique contends that a portfolio of
different kinds of investments will, on average, yield higher returns and pose a
lower risk than any individual investment found within the portfolio.
Pricing Strategies - selling a product or service. The Price can be set to maximise
profitability for each unit sold or from the market overall. It can be used to defend
an existing market from new entrants, to increase market share within a market
or to enter a new market.
Marketing - is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service.
Planning - the process of thinking about and organizing the activities required to achieve
a desired goal.
Marketing plan - contains a list of actions, a marketing plan without a sound strategic
foundation is of little use.
Sales promotion media and non-media marketing pressure applied for a
predetermined, limited period of time in order to stimulate trial, increase
consumer demand, or improve product or service quality.
Media - diversified media technologies that are intended to reach a large audience by
mass communication
