Draft 11

POLYTECHNI C UNIVERSI TY OF THE PHILIPPI NES TAG UIG BR ANCH
TROPICAL HUT
A Marketing Plan Presented to the Faculty of Business Administration
Polytechnic University of the Philippines
Taguig Branch
In Partial Fulfillment of the Requirements for the Degree in Bachelor Science
in Business Administration Major in Marketing Management
By:
ABUYOG, Abby L.
ALANO, Marie Lyne R.
TUBIO, Michaella Danica B.
October 28, 2019
i
Philippine Copyright 2019
by the Authors and the
College of Business Administration Major in Marketing Management
Polytechnic University of the Philippines Taguig Branch
All rights reserved. Portions of this manuscript may be reproduced with proper
referencing and due acknowledgement of the author.
ii
CERTIFICATION
This marketing plan entitled TROPICAL HUT prepared and submitted by Abby
L. Abuyog, Marie Lyne R. Alano, Michaella Danica B. Tubio in partial fulfillment of the
requirements for the degree of BACHELOR OF SCIENCE IN BUSINESS
ADMINISTRATION MAJOR IN MARKETING MANAGEMENT has been examined
and recommended for Oral Examination.
Evaluation Committee
FELIX D. RAMOS, JR.

Adviser
Approved by the tribunal at the Oral Examination conducted on October 28,
2019 with the grade of ___ %
Prof. Artemus G. Cruz, RPsy. RGc. RPm.

Chairman
Prof. Edmund S. Yang Prof. Philip SJ. Soberano

Member Member
Accepted in partial fulfillment of the requirements of the degree Bachelor of

Science in Business Administration.
iii
CERTIFICATION OF ORIGINALITY
This is to certify that the research work presented in this marketing plan,
Tropical Hut for the degree, Bachelor of Science in Business Administration Major in
Marketing Management at the Polytechnic University of the Philippines Taguig Branch
embodies the result of original and scholarly work carried out by the undersigned. This
marketing plan does not contain words or ideas taken from published sources or written
works that have been accepted as basis for the award of a degree from any higher
education institution, except where proper referencing and acknowledgement were
made.
Abuyog, Abby L.
Alano, Marie Lyne R.
Tubio, Michaella Danica B.
iv
ACKNOWLEDGEMENTS
The researchers would like to express their gratitude to all those who supported
them throughout the marketing plan. During the work of the project, they were grateful
for their eager encouragement, invaluably constructive criticism and friendly advice.
And thanks to the Almighty God for showering blessings throughout the marketing plan
and giving them enough strength and teamwork to complete their work. Through their
understanding and support in completing this project, an honorable mention goes to
the families and friends of the researchers. Without them, they will face a number of
difficulties while doing so. Last but not least, the researchers would like to express their
deepest gratitude to their professor, Felix D. Ramos, Jr., whose extensive knowledge,
expertise, understanding and patience has helped them make their study a success.
They are grateful to have him on this subject as their professor.
v
ABSTRACT
Title : Tropical Hut
Researchers : Abuyog, Abby L.

Alano, Marie Lyner R.
Tubio, Michaella Danica B.
Degree : Bachelor of Science in Business

Administration major
In Marketing Management
Institution : Polytechnic University of the Philippines

Taguig Branch
Year : 2019
Adviser : Felix D. Ramos Jr.
The Problem
The researchers aim to aims to re-brand Tropical Hut Hamburger. To develop
its features and tap new markets, offer them the new Tropical Hut that they need. Within
a timeframe of two years, we will be able to develop and renovate branches of Tropical
Hut.
Key Words
 Re-branding
 Rebulding
 Revisiting
vi
TABLE OF CONTENTS
I. Title Page i
II. Copyright Page ii
III. Certification iii
IV. Certification of Originality iv
V. Acknowledgements v
VI. Abstract vi
VII. Executive Summary 1
VIII. Business Review 11
IX. Environmental Scanning / Analysis 17
X. Market Segments 28
XI. Marketing Objectives 34
XII. Continuously Satisfying Customer Strategy 36
XIII. Sales Performance Strategy 39
XIV. Better than Others Strategy 45
XV. Performance Review & Evaluation 49
XVI. Financial 53
XVII. Appendices 56
XVIII. References 70
XIX. List of Figures 71
Figure 1. Industry Performance 4
Figure 2. Market Share 5
Figure 3.Run Rates 9
Figure 4. SWOT Analysis 15
Figure 5. Tropical Hut Jaka Plaza, Parañaque Branch 18
Figure 6. Tropical Hut Locations 61
Table 1. Product Management 7
Table 2. Run Rates 10
Table 3. Business Establishments
Table 4.
Table 5. TV Ads
Table 6. Place Renovation
Table 7. Website Development
Table 8. Control
Table 9. Growth Percentage
Table 10. Total Project Cost
Table 11. Liabilities and Capital
Table 12. Projected Profit and Loss
Table 13. Projected Balance Sheet
XX. Curriculum Vitae
vii
VII. EXECUTIVE SUMMARY
Company Background
Tropical hut is one, if not the oldest, fast food joint in the Philippines. Tropical
Hut Food Market, Inc. started its operation as a small sari-sari store and is owned by
the Que family. In 1962, the business has grown into a grocery store and expanded
rapidly into a Supermarket. It was also in this year that the concept of a Coffee Shop
within the Supermarket was launched with the introduction of a Tropical Hut
Hamburger. The Company was incorporated in February 1965. In 1972, Mercury group
of Companies, Inc. acquired the company with the introduction of a Drugstore within
the Supermarket.
During the 1980's to the 1990's, competitors came in the Philippines and results
to Tropical Hut began to decline to some of its branches. Before fast-food chains
became wildly popular, Tropical Hut supermarkets had a coffee shop which is famous
for its aromatic coffee and hamburger served on a plate. That was in the 70s.
Before Jollibee, before McDonald's, Burger King, before anyone else, it seems,
there is Tropical Hut Hamburger. And hamburger it is, indeed, the best it could ever be.
But that was long ago. Now, Tropical is just a vestige of its former self.
Trends & Issues
Tropical Hut Hamburger is one of the Philippines' largest fast-food
establishments. It was created in Cuba in 1962 for the first time. The shop was
launched and then Milkshakes and Hamburgers began to sell. During the 1970s, by
buying a range of fine smelling burgers, it became famous as a restaurant.
1
Here resides the fall of the business: the absence of economic clout, advertising
inexperience, and insufficient functional support that created the business loses out to
rivalry.
Before the arrival of multinationals, the cultivated worm food fear attacked local
hamburger brands. Sales were particularly vulnerable to an informed market. It was the
beginning of the main shocks to the development company industry without
professional guidance on how to cope with earthworm fear.
In today's Fast Food market, the Philippines, Tropical Hut is witnessing a
downturn. They close their offices, in which they are socially troubled. It is mainly due
to the absence of marketing strategy and innovation that Tropical Hut experiences this.
The major downfall was experienced by Tropical Hut. Quality has decreased.
The Humberger doesn't smell the same anymore. The patties appeared wet and
collapsing. Size is shrunk in diameter and patties are thin. Even the lettuce in the pastry
is almost destroyed. Some parts of the stores are disorganized and untidy. They
became lower in serving volume. The sandwiches had no taste like they used to. It
feels as if entering a restaurant in the seventies or eighties. It no longer feels
contemporary. The majority are adolescents, including the elderly. There are no
teenagers around and the young crowd isn't nice enough. Some people claim that
spoiled food has been delivered.
Competitors and its products
Competitors went to the Philippines during the 1980s to 1990s and, as a result,
Tropical Hut started to slowly decrease to some of its branches. Tropical Hut is
competing with leading companies such as McDonald's, Burger King and Jollibee and
Wendy's.
2
1. McDonald's
a. First came here in the Philippines in 1981
b. It offers burgers, fries, sodas, sundaes, floats, chicken meals, etc.
c. Considered as the top producer of burger in the Philippines
2. Jollibee
a. Entered the market at 1975
b. It offers burgers, fries, sodas, ice cream, and chicken meals, etc.
c. The largest fast-food restaurant in the Philippines
3. Burger King
a. Opened their first branch in the Philippines during 1997
b. Offers burgers, fries, and milkshakes
c. Renowned in producing a variety of flamed-grilled burgers in the
market
4. Wendy’s
a. Opened their first branch in the Philippines during 1969
b. Offers hamburgers, chicken sandwiches, salads, French fries and
beverages
c. World’s 3rd largest hamburger fast-food chain
Industry Growth Rate, Acceptance, Decline
Being the first fast-food local restaurants in the nation, the Tropical Hut
was known for its aromatic coffee and hamburgers delivered on a table before the fast-
food chains completely popped. It is believed that Tropical Hut was the first Hamburger
in the Philippines and in the 1970's had fifty stores worldwide. It was also a great
success because its products were at the inexpensive rates and served a range of
meals aside from burgers.
3
In the 1980s to the 1990s, competition in the Philippines started to
decrease progressively, owing to Tropical Hut. Tony Tan and his brothers turned their
ice cream buildings into a burger chain that subsequently became Jollibee and George
Yang's first McDonald's restaurant with their all-American menu and English-speaking
team that began in 1981. Now, owing to the absence of advertising approach and brand
growth, Tropical Hut is no longer equal to its competitiveness, is unable to generate
further revenues and is now dominated by its rivalry.
Industry Performance in Units
Figure 1. Industry Performance in Units
Tropical Hut Food Market Inc. is a Philippine-based company with Pasig as its
headquarters. It works in the sector of fast food service and grocery stores. Tropical
Hut Food Market Inc. recorded a total sales decrease of 6.79 percent in 2015 from the
recent economic results. The complete investments reported an adverse 9.41 percent
increase. Tropical Hut Food Market Inc.'s total benefit ratio improved by 0.75% in 2015.
4
Market Shares
Figure 2. Market Shares
This statistics shows the results of a survey conducted by Cint on fast food
restaurants visited in the Philippines in 2018. During the survey, 73.15 percent of
respondents in the Philippines stated they go to McDonald's. And the Tropical Hut
belongs to the 12.18% of the other restaurants.
Threats of New Entrants & Competitive Rivalry
New entrants interrupted Tropical Hut's efficiency and standing in the industry.
The small switching costs show that the transition from Tropical Hut to fresh companies
is simple for customers. However, fresh entrants experience mild price disadvantage
because big companies such as Tropical Hut profit from markets of scale that many
fresh companies do not have. Also, the mild price of doing company might present
fresh entrants with an economic difficulty.
Tropical Hut competes with major firms like Jollibee Foods Corporation,
McDonald’s and Wendy’s. The quick service restaurant market is saturated with firms
5
of different sizes. Tropical Hut must also consider the variety of firms in terms of types
of products, market focus, and other characteristics. In addition, competitive rivalry is
strong partly because of the low switching costs, which correspond to customers’ ease
in transferring from Tropical Hut to other firms.
Product Management
Capturing every Filipinos taste buds for decades, Tropical Hut offers affordable and
delicious food choices such as:
1. The classic supreme burger. Juicy beef patties, crisp lettuce, tomatoes, cheese,
sesame buns, and the thing that makes it very Pinoy- is the addition of
cucumber slices. Caressed in familiar hints of sweet mayonnaise and pair with
their house fries.
2. The classic macaroni salad. Filipino Style Macaroni Salad is typically served
during special occasions like birthday parties, weddings, Fiestas and most
especially Christmas! It is safe to say regardless of how simple it is to consider
this as a celebratory dish. This little tub of salad has its right balance of
creaminess, saltiness, and sweetness.
3. Spring Chicken. Spring cut chicken with soy garlic flavor served with rice and
banana catsup. Marinated Cornish hens in a mixture of soy and fish sauce.
Deep fried to perfection.
With its wide selection of products, Tropical Hut provides prices that are relevant to
its target markets.
6
Food Choices Price Range
Big Breakfast PHP 50.00 – PHP 125.00
Snacks PHP 78.00 – PHP 155.00
Lunch/Dinner PHP 57.00 – PHP 130.00
Burgers PHP 80.00 – PHP 140.00
Sandwiches PHP 80.00 – PHP 140.00
Rice Meals PHP 100.00 – PHP 130.00
Chicken Meals PHP 90.00 – PHP 165.00
Salads & Desserts PHP 40.00 – PHP 90.00
Table 1. Product Management
Threats from Substitutes
Substitutes technically compete against Tropical Hut’s products. Customers
can easily transfer from Tropical Hut to substitutes (low switching costs). In addition,
there are many substitutes to choose from, including fine dining restaurants and home
cooking. These conditions strengthen the threat of substitution against Tropical Hut.
Also, most of these substitutes are satisfactory in terms of taste, cost, quality, and other
criteria.
Power of Suppliers
Suppliers affect the quick service restaurant industry environment through
variables like pricing and supply control. There are many suppliers that compete to
provide their products to firms like Tropical Hut. In relation, there is an abundance of
supply of raw materials and ingredients. These conditions limit the influence of
suppliers on Tropical Hut and other fast food restaurant firms. Also, most suppliers in
7
this industry have low forward integration, which corresponds to their degree of control
on the distribution and sale of their products to companies like Tropical Hut.
Power of Buyers
Consumers significantly affect Tropical Hut’s performance and the quick service
restaurant industry environment. The low switching costs correspond to the ease of
transferring from Tropical Hut to other companies. This condition empowers customers
to make decisions that directly affect Tropical Hut’s business. In addition, there are
many substitutes to Tropical Hut’s products, thereby giving consumers more choices.
The presence of consumer organizations, such as Consumers Union and Better
Business Bureau, further increases the bargaining power of buyers.
Power of Employers
Tropical Hut treat candidates who want to be component of their business with
excellent therapy, and management. It's great with regards to employees, payroll, and
advantages. Depending on their divisions, leadership handles their employees
differently. Some directors are accessible while others are not. Employees operate 12
hours a day, including working overtime, 6 days a week, and 1 day of remainder. The
company has to enhance its desk. No company-wide operations or interaction like team
building that could assist motivate and enhance employee performance.
Land, Labor & Finance
Working capital is a metric of a company's liquidity. It is equal to current assets
less current liabilities. It is a metric of both the effectiveness of a company and its
economic safety in the short term. Working capital of the Company during 2011 and
2010 is at - ₱ 61, 608,166.00 and - ₱ 48, 921,660.00 suggesting that the current
8
liabilities of the Company are more than their current assets. It says the firm is
anticipated to endure in the close future from liquidity inflation and the company may
not be prepared to carry off its current liabilities when requested.
Sales Target
Tropical Hut’s past performance was ₱ 61,608,166 and it needs to increase by
10%. The target sales is ₱ 67,768,982.
Performance Run Rate

₱16,000,000.00
₱14,000,000.00
₱12,000,000.00
₱10,000,000.00
₱8,000,000.00
₱6,000,000.00
₱4,000,000.00
₱2,000,000.00
₱0.00
Peso
Figure 3. Run Rates
The table shows the predicted sales for the year 2020. The total sale was
divided by 12, each month were ranked according to the number of holidays they
have within the month and derived those ranks into percentage by increasing each
percent by 4 in every ranking.
Month Amount Month Amount
January ₱13,553,796.00 July ₱3,388,449.00
February ₱6,776,898.00 August ₱7,454,588.02
9
March ₱4,743,828.00 September ₱3,388,449.00
April ₱2,033,069.00 October ₱3,388,449.00
May ₱4,066,138.92 November ₱6,776,898.00
June ₱2,033,069.00 December ₱10,165,347.00
Table 2. Run Rates
10
VIII. BUSINESS REVIEW
Historical Background
Tropical hut is one, if not the oldest, fast food joint in the Philippines. Tropical
Hut Food Market, Inc. started its operation as a small sari-sari store and is owned by
the Que family. In 1962, the business has grown into a grocery store and expanded
rapidly into a Supermarket. It was also in this year that the concept of a Coffee Shop
within the Supermarket was launched with the introduction of a Tropical Hut
Hamburger. The Company was incorporated in February 1965. In 1972, Mercury group
of Companies, Inc. acquired the company with the introduction of a Drugstore within
the Supermarket.
During the 1980's to the 1990's, competitors came in the Philippines and results
to Tropical Hut began to decline to some its branches. Before fast-food chains became
wildly popular, Tropical Hut supermarkets had a coffee shop is famous for its aromatic
coffee and hamburger served on a plate. That was in the 70s.
Before Jollibee, before McDonald's, Burger King, before anyone else, it seems,
there is Tropical Hut Hamburger. And hamburger it is, indeed, the best it could ever be.
But that was long ago. Now, Tropical is just a vestige of its former self.
Everyone suspects that their hamburger is where Jollibee`s came from - They
almost have the same taste. Their fried chicken is also just like Jollibee`s, but this time
it was Tropical who copied it. Tropical has other food selections, like Bistek (a local
version of beef steak or strips) and other sandwiches. However, the place is not world
11
class. It is not as clean or as well-kept as McDonald's or Jollibee. And they have a very
poor image. Although food is good.
The company’s mission statement declares: "The Pursuit of excellence in
providing the general public with superior quality products at competitive/reasonable
prices as well as prompt, convenient, courteous, friendly and effective service. This is
our commitment to God Almighty, our Fellowmen, Family and Country."
Today Tropical Hut Food Market Inc. has five (5) Tropical Hut
Supermarket branches, seven (7) Tropical Hut Drugstores, twenty (20) Tropical Hut
Hamburger outlets and three (3) 10/Q Convenience Stores to serve its variety of
growing customers.
Past Performances of the Brand
What happened to tropical hut? Before fast-food chains became wildly popular,
Tropical Hut supermarkets had a coffee shop that is famous for its aromatic coffee and
hamburger served on a plate.
For decades Tropical Hut served the common Filipino folks. Though a number
of branches closed back then, those who stood to this date are in their right places.
Although Tropical Hut is categorized as a fast food joint, the quality and taste of their
food items resemble the type of snacks or quick meals that are being served different
homes.
PESTEL ANALYSIS
Political
Tropical Hut has made reasonable efforts to provide nutritional ingredient
information based upon standard product formulation and following the FDA guidelines
12
using formulation and nutrition labeling software. Variation may occur due to: ingredient
substitution and differences in product assembly or size at the restaurant. Test
products, limited time offers and regional menu variations may not be included and not
all items listed may be available in all restaurants. The information may vary from
printed materials that may be available in our restaurants.
Economic
Economic environment is the factor that influence consumer buying power and
expenses design. For Tropical Hut, this part is about the overall future for the e-
commerce (electronic commerce). The macroeconomic of a state has a large effect on
a business such as Tropical Hut. Factors in the economy include the revolting internal
products, the unemployment and monetary inflation rates, the foreign commerce deficit
and profit. If the overall economy of a country is not so favorable, minor people will
franchise Tropical Hut because they all may or will most likely loss a best amount of
money instead obtain the profits to the customer.
Social
Commitment to possibly impact the communities we serve has always been a
hallmark of Tropical Huts. Everyday the franchises give back to their communities in a
number of ways through their involvement with local charitable programs and initiatives.
Technological
The Tropical Hut team of experts carefully oversees its hamburgers to ensure
high-quality burgers. The company proactively establishes and monitors stringent
specifications for quality.
13
Environmental
Tropical Hut made a significant step toward improving our environmental
footprint within the communities where it operates. The supplies of raw materials are
self-sustaining and operating its own meat farms where the production highly tolerable.
Legal
The legal factors encompasses the following rules and regulations of the
business of the state in which the food chain is working. Respecting the rules of that
particular region will highly contribute to maintaining the market value of the business.
In order to maintain the taste of hamburger, the owner and the managerial staff of the
Tropical Hut should maintain the quality and all the required standard.
Industry Performance in Units
Figure 1. Industry Performance in Units
14
Tropical Hut Food Market Inc. is a Philippine-based company with Pasig as its
headquarters. It works in the sector of fast food service and grocery stores. Tropical
Hut Food Market Inc. recorded a total sales decrease of 6.79 percent in 2015 from the
recent economic results. The complete investment reported is an adverse of 9.41
percent increase. Tropical Hut Food Market Inc.'s total benefit ratio improved by 0.75%
in 2015.
SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Being the first to

Lack of marketing New product Customer loyalty to
introduce burgers in
strategy development competitors.
the Philippines
Not enough corporately

owned stores mean it An increasing
A large number of
Locally recognized relies heavily on number of malls
franchisees to execute
outlets of its
brand allows Tropical Hut
its brand promise and competitors.
to have more outlets.
standards
Serves a lot of
The unfamiliarity of
burgers that is Cannot produce Can build its brand
Filipinos living in
typically not more sales than its by doing Ad
rural or provinces
available in other main competitors campaigns
areas to Tropical Hut.
fast-food restaurants
Figure 4. SWOT Analysis
The SWOT Analysis allows the company to gain full awareness of all
factors involved in the decision making of a corporation. This commits to any kind of
organization intervention, either exploring new strategies, revamping internal policies,
15
considering ways to pivot or halfway through execution of a project. Performing a
general SWOT analysis will test the business operations ' current landscape as
needed. The review will indicate the key areas where Tropical Hut performs best and
which operations need to be changed.
Market Share in Units
This statistic shows the results of a survey conducted by Cint on fast food
Figure 2. Market Shares
16
IX. ENVIRONMENTAL SCANNING / ANALYSIS
This marketing plan is intended to rebuild Tropical Hut Hamburger. The
upgrading Tropical Hut logo means to showcase the new look of selected branches of
Tropical Hut: Tropical Hut Hamburger in Jaka Plaza, Sunshine Mall, and BF Homes.
And if the few branches are to be developed successfully, the same changes will take
place in the years. The same budget is allocated for the renovation of the branches.
During its peaks, Tropical Hut Hamburger has 50 stores in the country but only
35 outlets are left as it declines. Its first location was at the junction in Ortigas Ave close
Philippine Overseas Employment Administration, POEA and Robinson's Gallery; today
it's only a large gap in Ortigas.
For the environmental analysis, we will focus on the Tropical Hut in Jaka Plaza.
Its exact address is Ground Floor, Jaka Plaza, Dr. A. Santos Avenue, San Antonio,
Parañaque City. It's one of the only 2 fast food places in this area that's open 24/7. The
branch offers breakfast, home delivery, and indoor seating, however, there is no
alcohol available.
Tropical hut is still competitive in the industry despite its collapse. It's just too
sad they've minimized their room, no more children's playground. In terms of
cleanliness, the dining area is clean but restrooms are not properly maintained.
Employees need to be more prepared to engage their customers, pay more exposure,
kindness, and feeling of purpose to the purchasing clients. The management of
Tropical Hut is lenient and indulgent towards its clients, particularly for the elderly. They
certainly re-established the brand and proceed to offer healthy & fast meals despite not
being effective advertising.
17
Figure 5. Tropical Hut Jaka Plaza, Parañaque Branch
18
Threats
An external challenge that could negatively impact on the ability of Tropical Hut
to achieve its marketing and marketing goals is a market threat. Tropical Hut
Hamburger has several threats to its business. Tropical Hut should address these
threats while working on other events, that they can't alter.
Future/potential competition from a national and international company. New
entrants can disrupt the performance of Tropical Hut. The low switching costs indicate
that it is easy for consumers to transfer from Tropical Hut to other firms.
The growing trend of a healthier lifestyle. With customers becoming
progressively aware of their health, it is an industry threat. Fast-food representatives
have often indicated that products are good or bad, but good or bad foods, which
emphasize that customers are fully liable for what they consume. The sector must
concentrate more on transparency in ingredients as customer preferences continue to
evolve. Their dedication to the supply and social responsibility of local food will be key
differentiators.
Existing numbers of competitors. The quick-service restaurant market is
saturated with firms of different sizes. Tropical Hut must also consider the variety of
firms in terms of types of products, market focus, and other characteristics. In addition,
competitive rivalry is strong partly because of the low switching costs, which correspond
to customers’ ease in transferring from Tropical Hut to other firms.
Customer loyalty to competitors. Tropical Hut competes with numerous burger
joints in the industry and there are customers who are not open in trying other products
but rather stick to their favorites.
19
A large number of outlets of its competitors. This large number of outlets, many
of which are trying to serve and satisfy the same market segments, results in fierce
competition and better value for consumers.
The unfamiliarity of Filipinos living in rural/provinces areas to Tropical Hut.
Since the majority of Tropical Hut branches are in Metro Manila, potential customers
from the province are not aware of the brand.
The slowly recovering economy. Economic recovery is a period of economic
expansion, typically after a recession. When the economy is in a sluggish state, it is
generally harmful to a business since consumers and other businesses are less likely
to purchase its products.
Opportunities
Opportunities are chances for progress or advancement, as in a career.
Opportunities are external factors in your business environment that are likely to
contribute to your success. Stated below are the different opportunities of Tropical Hut:
New product development (breakfast food menus). Since Tropical Hut offers a
variety of food choices, it has the ability to expand on its food choices and product
development.
Can build its brand by doing Ad campaigns. Various kinds of advertisement
efforts are in the sector and that would be a nice beginning for Tropical Hut as they
have no current ad campaign.
20
Was already recognized before in the market. Tropical Hut has already made
its title available in the sector and that means that rebranding your company would be
faster.
It can improve more of its products and services. Tropical Hut has not adopted
sector modifications, which is why they are not competing in today's market. It is a great
beginning to have the chance to enhance its products and facilities in order to revitalize
its company.
Key Factors to Success
Key success factors (KSF) are areas of critical performance necessary for
success in a specific industry. A firm cannot expect to be competitive in its industry
without an understanding of the industry’s key success factors. Key success factors
are a function of both customer needs and competitive pressures.
Originality. Being unique- we must consider how to differ with others.
Promotional Strategies. Tropical Hut focused more to attract customers. The
researchers proposed strategies like going to schools and joined school events and
sell some products that will benefit the students.
Accessibility. The location should be placed somewhere that could easily
recognize and viewed by the customers. A big factor to consider is to be more visible
in the store nearby schools and much better if it is actually available within the
premises. Having fastidious in culinary- before time to serve, all of the fresh foods must
be prepared by the chef or cook who has passed in the standard to be firm with the
customer. The Chefs also create any creative menu to serve the best for the customer.
21
Product line. Producing a big burger and introducing the breakfast menu special
which the new product lines competitors don’t have. The yummiest and deliciousness
of burger will be more tasted luscious, they add the twist of having an exciting
innovation proposed to introduce to the market were not only offering them a delightful
and appetizing burger but also healthy and low-calorie ingredients.
Uncompromising service. The product is fresh quality, this guarantee has
caused the customer to be loyal to the brand. The significant is quickness because the
researchers understand the customers well. No one wants to wait for a long time. The
product will be served to the customer quickly and softly.
Weaknesses
In the case of a brand, the primary objective of evaluating its rivals is to figure
out the strengths and weaknesses of their rivals, so that the brand can create
knowledgeable choices on its own marketing strategies and compete against their
market risks.
Stores are not accessible. Due to its downfall, a number of Tropical hut
branches has turned down and closed, which made them not accessible to a higher
market.
Do not have an effective advertisement approach. Failure to adopt changes in
the industry, Tropical Hut failed to create or produce an effective advertisement
approach. This weakens the brand awareness.
Food portions are not reasonable to its price. Basically, your clients claim a
reasonable cost is fair for the meals they order. They may not appreciate your nutrition
22
enough if you pay too little. If you pay too much, they might think that your food price is
too big and not consume in your business.
The place is not world-class. Being “best in class” simply means measuring
yourself against your strongest direct competitor, and then being a little bit better than
them. The best in any class, however, might not be world-class especially when being
compared to top brands.
The amenities and services need improvement. The Tropical Hut has never
decided to alter its traditional image since its fall, in order to preserve their company it
is also essential to alter the services it offers its clients.
Lack of promotional strategy. Though Tropical Hut is recognized as one of the
Philippines ' classic burger chains, it has no advertising approach to make it
recognizable.
It cannot produce more sales than its main competitors. The Tropical Hut
doesn't meet its competitors because many of the branches have shut down.
Strengths
Being the first to introduce burgers in the Philippines. Since Tropical Hut was a
first in the Philippines to bring burgers, it was their strength to make their title known.
For their business, this has been a good image.
Locally recognized brand. A Tropical Hut emerged in the Philippines, which
rendered it a local brand, as opposed to the major products, including McDonald's,
Wendy and Burger King. The Filipino customers were impressed by the fact that they
think it's something original for them.
23
Serves a variety of dishes aside from burgers. Although Tropical Hut is famous
for its burgers, other products are also sold, unlike other restaurants that focus on just
one product.
Affordable prices of the products. Even those who work are their main clients
because many learners purchase from them, their goods are inexpensive.
Strive to become an organization especially in the aspect of protecting the
environment and the way of caring for future generations. They are not just restaurants;
they are also the companionable company as they value clients ' safety with respect to
good nutrition choices. They are also responsible for humanity in their social
responsibilities.
Crime Rate
The battle against crime by Parañaque is successful. In the battle against
criminal elements, the local police are getting the bottom hand. Parañaque City has a
small crime index and an outstanding effectiveness ranking for the local PNP crime
alternative. This is primarily owing to the vigilance, commitment to responsibility and
excellent intelligence function of this protective service, strengthened by the town
government's tremendous assistance in the manner of patrol cars, race motorcycles,
petrol, communications facilities, shut-loop broadcasting (CCTV), laptop, weapons and
ammunition donations. Parañaque City is one of the Metro Manila area's safest and
most secure locations. The Philippine National Police, PNP statistics indicate that
Paranaque is in the "Top 10 Metro Manila cities with the lowest crime rate", presently
at No. 6.
24
Religion
Most of Parañaque's population are Christians, mainly Roman Catholic. Roman
Catholic churches in Parañaque are under the jurisdiction of the Diocese of Parañaque.
There are two National Shrines, the National Shrine of Our Mother of Perpetual Help
(commonly known as the Baclaran Church or Redemptorist Church) and the National
Shrine of Mary Help of Christians; the Parañaque Cathedral or the Cathedral Parish of
St. Andrew is the oldest church in Parañaque and the mother church of the Diocese of
Parañaque. There are about 20 parishes and 2 sub-parishes.
Other Christian denominations include Iglesia ni Cristo and Ang Dating Daan.
There are also a number of non-Catholic (primarily Protestant) churches in Parañaque.
El Shaddai is centered in the city. There is also a minority of Muslims, primarily living
on Baclaran. There are 2 mosques in Parañaque.
Other Business Institutions around the Area
Due to its proximity to the sea, Parañaque is one of the major trade and
business centers in the Philippines. Other than Tropical Hut, there are other business
establishments around it, such as the following:
Food Establishment Medical Related Establishments
 Taste of Joy  UniHealth Paranaque
 Liezl's La Paz Batchoy & Kansi  Hi-Precision Diagnostic Center-
House Sucat Branch
 Shokudo Donburi  Carlos Veterinary Clinic
25
 Lots’A Pizza  Mercury Drug
 Goldilocks
Banking and Money Transfer
 The Shawarma Shack
Establishments
 Mang Inasal
 Jollibee  Union Bank
 McDonald's  China Bank
 Greenwich  Business Bank
 Chowking  Robinson Bank
 KFC  Luzon Development Bank
 Pizza Hut  BDO
 Andoks  PNB
 Lido Cocina Tsina  EastWest
 Angels’ Burger  PBCOM
 Card Bank, Inc.

Supermarket and Grocery
 Western Union
Establsihments
 LBC
 Sure Save  Cebuana
 SOS  Villarica
 Office Warehouse
Religious Institutions
 Abenson
 Puregold Sucat  San Antonio De Padua Parish
Church
 Super 8
26
 San Antonio Valley 1
Commercial Stall Holders Inc
 Ever Supermarket
 AlfaMart
Table 3. Business Establishments
27
X. MARKET SEGMENTS
Market segmentation is the division into organizations, or sections, of the
business of prospective clients, depending on various features. Consumers that react
in the same way with marketing strategies and exchange features such as comparable
concerns, requires or places are the sections generated.
Demographics is the study of a population-based on factors such as age, race,
and sex. Governments, corporations, and nongovernment organizations use
demographics to learn more about a population's characteristics for many purposes,
including policy development and economic market research.
Age
Fast food restaurant accepts all age started from two years old onwards.
Whether you came to the store with your family or you are in a group. Whether you are
classmates or senior citizens because they already have segmentations for all their
customers. They already have all the variations for the customers. Their stage cycle:
family, couples, group of businessmen, students, a sole soul or even with no
companion, professionals, senior citizens, as long as they have the capability to buy
the product.
Kids enjoy the taste of fried chicken, spaghetti and hamburger. Teenagers enjoy
eating in a fast-food chain together with their friends and also for take-out while travel
or while doing some activities. An adult usually eats on a fast-food chain like a Tropical
Hut together with their grandchildren, siblings. Some adults enjoy eating in the park as
a part of their picnic.
28
Consumer needs and wants change with age although they may still wish to
consume the same types of the product whose are ages 18-55. Teenagers Are
attracted by the Saver Menu which is affordable, and the internet access available in
restaurants. Children Want to visit Tropical Hut as it is a fun place to eat.
Social Class or Status
CLASS A-Affordable by any economic status.
CLASS B- Affordable by any economic status.
CLASS C- Products are made for Filipinos who love to eat at a fast-food chain
inside a park that offered affordable delicious foods.
Gender
Most customers enjoyed a meal in such a fast-food restaurant as a tropical hut.
This kind of restaurant does not choose clients. All the sexes in this fast-food type
restaurant are welcome. Females and males are the fast-food chain's highest priority.
They do not discriminate against the climate in the fifth century, or in the third sex.
Adults, men, and women are the principal national target market for the Tropical Hut.
Businesses may divide their economies by sex, and make changes to their goods to
serve certain sex or modify their advertising activities.
Nationalities
Since Tropical Hut originated in the Philippines, the nationality of its target
market is Filipinos. But of course, foreigners are free and welcome to visit the store.
Education
 Fast-food chains such as tropical hut accept various customers.
29
 Those who can understand what was meant by the customers' menu
 Able to understand what suggests by the customers' service
 With educational background
 Without educational background but has the capability to buy and transact to
the crews of the store
Professionals
Customers who are graduated, undergraduate or studying at the same time can
purchase their product.
Marital Status
A restaurant can find that married people are more prepared than individuals to
charge greater rates or that individual clients buy a certain item more frequently than
married people.
Occupation
Unlike those who do not, clients with a job like a businessman can afford greater
rates.
Income
When companies develop pricing strategies for their brands and products, they
consider the income levels of their target markets. They created a product to reach
customers who cannot afford their high- end, expensive product.
Not all clients are identical. Market research defines various customer kinds.
Customers consider "simplicity," accompanied by "cost," "labeling of employees,"
30
"restaurant service atmosphere," "nutrition value" and “consequence "to be the most
significant characteristic. However, the menus are not very important to customers.
The products cost, performance and facilities they provide are satisfied by the
customers. Customers want to eat the goods and understand the distinction between
them and other rivals.
There are distinct individuals with distinct habits of lives and our behavior can
change as we go through various stages of existence. Occasionally, during holidays or
other unique circumstances, consumers go-to fast-food restaurants, but often waste
weekdays and evenings at fast-food restaurants. Consumers often buy meat from fast
food restaurants for lunch or dinner. Every day, snacks are also bought at fast
restaurants. Sometimes consumers dine in fast-food restaurants and take home their
orders.
Consumers often go with their buddies to fast-food restaurants and they
sometimes dine with families or alone in establishments. The individual is responsible
for managing: normally the leader of the family is responsible for the order, but
sometimes his wife or kids make instructions. There are six main factors why customers
invest in quick food establishments. Firstly, comfortable air conditioning, secondly,
healthy nutrition management, and thirdly, quick delivery and lastly, kid play areas.
Sometimes, instead of eating alone, they felt like getting food away from home. Some
people spend quickly on their nutritional values.
According to various studies made for Tropical Hut, its Target Market is categorized
into three (3) parts: primary, secondary, and tertiary.
I. Primary Target Market
a. DEMOGRAPHICS
31
i. Age: 25 years old and above (employees)
ii. Gender: Male and Female
iii. Nationality: Filipino
iv. Language: Filipino/English
v. Homeownership: Sole ownership; Renting; Rent to own Living
with relatives
vi. Social Status: Middle-Class C.
b. PSYCHOGRAPHICS
Employees such as blue-collar workers who are busy in their works, fast food
eater, on-the-go, they also use public transportation, wakes up and leaves early in their
houses to go to work. They also have a limited budget that is why they choose Tropical
Hut to dine in.
II. Secondary Target Market
a. DEMOGRAPHIC
i. Age: 60 years old and above (senior citizens)
with relatives
b. PSYCHOGRAPHICS
Senior citizens who usually dine in Tropical Hut to grab a coffee and breakfast
meals. They are the pioneer customers of Tropical Hut back in the 1960s.
32
III. Tertiary Target Market
a. DEMOGRAPHICS
i. Age: 16-20 years old (students)
with relatives
b. PSYCHOGRAPHICS
Students who are fast-food eaters. They can be a part of the mass, favoring big
and well-known value for money. With a strong goal orientation. They can also
be working students who have a limited budget when eating.
33
XI. MARKET OBJECTIVES
This marketing plan aims to re-brand Tropical Hut Hamburger. To
develop its features and tap new markets, offer them the new Tropical Hut that they
need. Within a timeframe of two years, the goals is to be able to develop and renovate
branches of Tropical Hut with a budget of 200 million. The researchers will improve
Tropical Hut’s logo, present the new look of Tropical Hut’s chosen branches; improve
their product offerings, and promotional gimmicks. And if the development of the few
branches will be successful other branches will undergo the same changes as the years
go by. With the same budget allocated for the branches to be renovated.
Product
Originating very remarkable product lines introducing Big burgers and
Special breakfast menu starting up at Jaka Plaza, Paranaque City within the year 2020
through taking the risk of producing new variants with a twist of modernized notion
which reach the pursuits of customer delight.
Bringing out awesome and appetizing customized burger which is named
“Big Burger” starting up at Jaka Plaza, Paranaque City within the succeeding year of
2020 by creating genuine impact once it’s tasted and the engaging looks highly
noticeable.
Price
Unfold the use of low-cost yet high-quality products by getting a
biodegradable transparent pocket packaging that places it on the full production system
where the procedure was checked by traditional and authenticated architecture in the
34
following year of 2020. Generating a quantifiable and economical cost of goods used
in the previous year to produce proposed product lines that will take over the entire
selling system testing the market where everyone can afford it.
Place
The place, Ground Floor, Jaka Plaza, Dr. A. Santos Avenue, San
Antonio, Parañaque City, will be where the rebranding and revisiting of Tropical Hut
Hamburger will start. The goal is to get the products in front of the consumers most
likely buy them and within a timeframe of two years, is to be able to develop and
renovate branches of Tropical Hut with a budget of 200 million. In some cases, this
may refer to placing a product in certain stores, but it also refers to the product's
placement on a store's display.
Promotion
Solidification of Direct Marketing named Bus’kin where it’s tested to tied-
up with Jayross Lucky Seven tours Bus Company within a year from as expected
anywhere its goes products could be easily availed in which the channel of distribution
is highly visible.
35
XII. CONTINUOSLY SATISFYING CUSTOMER STRATEGY
Tropical Hut Hamburger will position itself as a reasonably priced,
upscale and fine fast food restaurant. Patrons will be single as well as families, ages
20-50.
Marketing Strategies
Unique Selling Proposition
It’s now the current and proposed selling proposition statement/ the
unique selling proposition statement of Tropical Hut from “Sa Sarap Tropical Hut” move
to “Katropa sa Saya”. They collaborated in this positioning to call the attention of publics
to dominant the market spreading its awesomeness and make them feel good once
tasted that they’ll surely to one another. Sharing the happiness in every order of burger
gives out a big smile in your heart.
The concept of their logo comes from their aim to enhance and be well-
recognized where it emphasized the great blends of burger as their originally offered
products in the market.
Product Innovation and New Product Launching
Big Burgers
Here’s one of the proposed product lines where they create customized
burgers. Best attraction of their customers will be followed and the way they want it to
be granted.
36
Their aspiration formed to promote the idealism of valued customers.
Tolerate to express their overflowing love with somebody. Product is available through-
out the year sharing with us in every special occasion by providing services that
matches in their expectation.
New Pinoy Favorites and Big Breakfast
Introducing New Pinoy Favorites with a combination of Bicol Express,
Menudo and Pork Dinuguan and more. Just choose. Tropical Hut is the lesser known
version of these two Fast Food Behemoths, but they pack a punch when it comes to
their Breakfast Meals. They don't serve the usual Sandwich-based food, they serve big
meals definitely aimed to keep you full at breakfast.
Mobile game gear
Introducing the Mobile game gear, a toy phone and a game player with a
flashlight in one. Everything you would expect from Top Gear squeezed into a game
you can take anywhere. The kids will enjoy this toy. They do believe in our bright ideas
can attract and capture the expectation of our valued customer.
Halo- halo for you
Another proposed product line halo-halo for you. You can have it for
summer. This concept allows creating their own way on how they will be more
contended in the taste and experiencing the delightfulness upon selection.
Mascot: Burgee
Tropical hut also have a Mascots to attract children. This mascot appears
at promotional events and in television commercials, as well as on the product
packaging.
37
Packaging
Proposed Product Packaging
It will be their intended change in product packaging. Lower the
manufacturing cost yet quality output. The objective in this concept is to be more eco
friendly in the mind of their target market. They used a type of bag which designed non-
transparently. The appeal looks traditional and authenticated design.
Place Innovation
Place innovation is significant tool on enchanting customers to keep their
sympathy and be more accessible by serving the comfort and easiness with the
premises. They proposed to make a change in the location of facility and equipment.
They will be having an area segregation, the arrangement of tables and chairs will be
divided into two, right corner is available for those who want some snacks and allow
them to do cool stuffs like any school and work related matters where there’s a provided
plug for free electricity consumption, the longer their stay, the more possibility to
purchase products.
They wanted to maintain lively ambience and much accommodated place
where you feel at home and giving friendly services.
38
XIII. SALES PERFORMANCE STRATEGY
The creation of high-performance sales teams is crucial for any company that
wants to accomplish sales development. Proactive, favorable, coherent fresh company
winning teams and salespeople are the holy grail of any sales organization. These
“strategies” will be:
- Focusing on each individuals
Tropical Hut will focus on assisting its internal customers know and motivate
themselves better, assisting them to know why they are in their position and what they
want to get out of it and asking them what is essential to them about their job. Issues
like, what do they want to accomplish, why do they want to accomplish this, what
happens if they do, what happens if they do not, and what significance does winning
fresh company play in achieving these objectives. The company will start to define
regions where they can win quickly. Helping the team members ensure tiny
achievements paves the way for greater achievements, increased motivation and more
activity. The company will ensure that they completely comprehend the link between
enhanced activity, enhanced outcomes and enhanced benefits. Working mostly on
their own and with company assistance will open their minds to a fresh manner of
thinking.
- Train on key sales attitudes, skills and techniques
Tropical Hut will decide on the main attitudes and abilities that the team needs
to succeed in gaining fresh company continuously. The firm will set up a
straightforward, repeatable training program and take the team up to speed with these
methods and abilities as quickly as possible. The development of a program of
39
established abilities, methods and operations will be linked to professionalism in the
minds of the inner client, and this is of paramount importance when the company seeks
to alter views, attitudes and abilities. Before the training starts it needs to get the staff
to view sales skills training in the most productive light.
- Teach personal responsibility
The company will empower the team to take control of their sales development
program on their own. Creating a personal action plan for each individual helps to
strengthen their thinking, improve their private marketing abilities and strengthen the
main attitudes and behaviors needed for sales achievement.
- Reinforce key behaviours
Success is a matter of action, and many members of the team will need the
support of the company to ensure that these new behaviors and skills become part of
their usual behaviour. The business requires to develop on-going, measurable and
easy support instruments to guarantee that fresh behaviors take place.
- Celebrate success
It is essential that any achievements are recognized and that, as a company
team, research is done to generate ways to recognize their success. Inwardly guide
the team when it comes to motivation that they know when they've done a good job
and don't necessarily need to tell. Many of the business' inter customers, will need the
recognition because they are externally motivated.
40
Mitzberg’s 5 Types of Strategies
STRATEGY AS PLAN
The plans will be ready to tackle old, current and future problems of the
organization and is developed purposefully and consciously. The marketing strategies
will be used as well as the promotional strategies such as television advertising, new
product distribution, web development, stronger social media presence and keeping up
with the trends in the industry, as plans to increase the sales performance of Tropical
Hut. Using the company’s SWOT and PESTEL analysis to have more advantage to
competitors and gain new ideas and innovations that can be introduced to the market
in the future. Acquiring and using a Customer Relationship Management (CRM)
software to help keep track of all sales leads, deals, customers, and processes. This is
to keep track of both leads and deals, to guarantee that nothing gets lost and that
opportunities are followed up timely. It identifies leads and addresses the greatest
likelihood of becoming customers by scoring lead and deal and guiding nursing tools.
Automatically generate sales analytics reports that need to understand the
current sales effectiveness and identify where to look for improvement. More accurately
anticipated sales revenue and optimized execution of the sales plan. Using sales
metrics to provide the information required to evaluate all elements of sales results to
define the correct regions for improvement and concentrate on them. By providing
insight into how well the sales process works, it evaluates and chooses what metrics
to measure will help enhance sales efficiency. Get better sales intelligence leads that
are information or data that helps better understand prospective and existing customers
before communicating with them. There are a number of ways to use sales intelligence,
including enrichment, lead scrubbing, and lead scoring. Each is intended to assist
41
create the best choices that lead to pursuing and nurturing. It enables better target
more of the perfect clients and enhance prospects ' conversion rate to skilled leads.
This will enable the prospects ' requirements to be better understood and the strategy
to be tailored to their requirements. It can also be used to define which prospects are
most probable to become clients by assessing those who are skilled, who are interested
in the menu, and who are willing to participate in the sales process. Cultivate referrals
from customers and it happens when a current client is so pleased with the alternative
that they feel obliged to recommend it to other potential clients. Whether they occur in-
person, or through internet reviews and feedback, these kinds of referrals are by far
the most precious source of fresh leads the company can get.
Trust is one of the most significant criteria that customers use when making a
choice, and referrals give instant legitimacy to the company because the suggestion
comes from someone who trusts the client. It will improve the sales performance by
generating higher-quality sales leads that are typically more likely to reflect the
characteristics of your ideal customers, making them more likely to refer other
customers like themselves once they have received the service values the business
provided to the customer who referred them, and attracting loyal customers who are
less price sensitive and who tend to remain customers over time. Use methods of
advisory sales.
Consultative selling is a sales technique that focuses mainly on understanding
the requirements of clients and assessing the best fit for products and services. This
method previously brings value to potential clients and positions the company as the
subject matter expert, leading to confidence, which can lead to closer sales. This is
particularly crucial as many clients turn to the internet to make more buying choices.
Using a consultative approach to sales will improve sales performance by enabling to
42
engage and build meaningful relationships with prospective customers ahead of the
competitors.
Tropical Hut also plans to focus on the customers. Focusing on the client and
their distinctive demands provides a chance for the company to add value by solving
issues and making life simpler. Whether they are an individual consumer or a company,
being able to anticipate and react to their requirements and wishes leads to more sales
being closed, thus enhancing general sales efficiency. Focusing on the client enables
sales efficiency by offering the company with a competitive benefit by building quality
relationships with prospects ahead of less agile rivals, helping to build long-term client
relationships with a much greater lifetime value, and reducing the cost of each
purchase, leading to more lucrative sales and more client referrals.
STRATEGY AS POSITION
Tropical Hut will have a position strategy that identify the brand’s uniqueness
and determine what differentiates the business from its competition. Identifying the key
specialties of the Tropical Hut in the food industry, narrowing down the specialities into
those that are unique, credible and relevant, identify which other companies in your
industry own these specialities and that is the Tropical Hut hamburger.
Determining how the brand is currently positioning itself, identifying the direct
competitors, understanding how each competitor is positioning their brand, comparing
the positioning to the competitors to identify Tropical Hut’s uniqueness, developing a
distinct and value-based positioning idea, crafting a brand positioning statement and
testing the efficacy of your brand positioning statement will be included in the strategy
to increase sales performance.
43
STRATEGY AS PATTERN
For a strategy to be successful, Tropical Hut will aim to think farther than just a
plan or ploy because whatever it does, it should create behavior and direct customers
accordingly. Since strategy is a combination of actions, try to maintain consistency
throughout. The strategic plan and position of Tropical Hut will be maintained through
creating a pattern of sustaining what was started. This pattern will be through the
persistent and steady marketing strategies in order to further widen the market and
have more customers, keeping up with the latest technologies and innovations to
incorporate with what the business has and make new menus and options for the
customer in the future and the execution of the plan and positioning.
STRATEGY TO PLOY
Tropical Hut intends to stand out among the major rivals and it will be feasible
to plot activities in such a manner as to discourage, disrupt or influence the behavior of
rivals.
Strategic objectives will be strategies that are better than the other strategies
and better than the competitors in order to attract the attention of the customer and to
favor the business than the others, the continuous improvement of the interior and
exterior design of the store to make the customers comfortable on the spot, the
updating of the market menus, the maintenance of affordable prices so as to keep them
affordable.execute the unique selling proposition of the business and creating and
using gimmick or clever angle to push the business as well as its target market and
competitors. Tropical Hut will make sure that the ploy is useful and attractive for the
customers so that they prefer the business instead of considering what others in the
industry are offering to help improve the sales performance of the business.
44
STRATEGY AS BUSINESS THEORY/ PERSPECTIVES
Tropical Hut will establish excellent public relations and a strategic outlook.
Public relations is a strategic communication method used by businesses, people and
organisations to create mutually beneficial relationships with the government. An
excellent public relations approach can attract many media outlets, expose content to
big audiences, and is a cost-effective method for reaching big audiences compared to
paid promotions.
Tropical Hut will provide quality food at a reasonable price, with many
similarities for its clients, and will be effective in keeping the quality of its products and
services, thus providing a favorable outlook among its clients. Establishing a healthy
connection with media organisations and acting as a source of content. Representing
the brand to the state with respect to the implementation of policies such as corporate
social responsibility, fair competition, consumer protection and worker protection.
Handling the social aspect of the brand and building a favorable reputation in the social
niche, such as environmental protection and education. Advising staff on policies,
course of action, the responsibility of the organization and their responsibilities.
Cooperate with them during unique product launches and events. Managing
interactions with the target market and leading customers. Conducting market research
to learn more about the interests, attitudes and priorities of clients, and developing
strategies to impact the same use of earned media. Support marketing initiatives
related to product launch, unique campaigns, brand awareness, picture and placement.
45
XIV. BETTER THAN OTHERS STRATEGY
1. Promotional Strategies
- TV Advertising
With the help of TV advertisement, the proposed new product lines will be
introduced and will give a strong impact of retention in the mind of their target market.
They tend to increase the exposure and gain attraction by airing the TV ads 3 times
from 11am to 2 pm and repeated 5 times from 6 pm to 10 pm in ABS-CBN and GMA7.
They firmly believe in that given time people usually standby watching shows. By this,
our offered product will be recognized of our target market and will be hit our target
sales.
- Direct Marketing (New Product Distribution)
Bus’kin. Solidifying the Direct Marketing will serve as great advantage to promote
the products and will be visible to the public. Bus’kin is a direct market which is
dominant contribution and retail network enables to copes and give convenient where
it captured consumers to purchase within their trips. Obviously, they dream to tie up
certain air con bus company that they sell and take over the space at the back seat will
place the kiosk and at the same time the promotion favorably identify mutual benefits
establish in both parties.
- Website Development
Proposed website Development. Launching a more innovative and eye- catching
website for tropical Hut Philippines, they proposed an easy way to make orders and
46
provide information, articles and some blogs indicated to pursue more the consumers
and viewers be attracted.
2. Healthier, Family-Focused Menus Strategy
- Stay ahead of consumer concerns
Consumers ' concerns about health change in reaction to newly published and
popularized findings. Tropical Hut will be conscious of the recent news, particularly
regarding consumer safety, such as paying attention to the products and services
provided and receiving fresh meat, vegetables and other ingredients.
- Advertise the difference
Tropical Hut will make it a priority to advertise any good updates to their menu.
This makes it possible to capitalize on improvements as a selling point without having
to become a purely health-focused chain.
- Market to parents
Children and young adults make up a big proportion of fast food revenues, with
one in three children aged 7 to 23 eating in a fast food restaurant every day. Focusing
on a healthier meal is a great way to appeal to parents, kids, young adults and adults
to make a pleasant visit to the places.
3. Foodie Photos
One of the best ways to encourage the Tropical Hut is probably with high-quality,
drool-inducing pictures. Visual content is in high demand online these days, and having
delicious looking pictures on your website and across a variety of social media outlets
is crucial for drawing hungry eyes.
47
4. Loyalty Programs
Partnering with online food applications should definitely be considered as part
of the marketing plan. Partnering with internet applications promotes tourists to check
out the fast food chain through gaming and customer loyalty programs that give visitors
a free purchase or discount on a amount of visits.
5. Promote User-Generated Content
User-generated content is a great way to generate personal and intimate user
engagement, such as hosting a photo contest by asking clients to share their favorite
meal and share entries on a dedicated content page or share entries across distinct
social networks, and offering free appetizers or other awards to some randomly lucky
contestants! Hosting and promoting user-generated content is shown as appreciating
clients, turning occasional visitors into hard-working devotees.
6. Show Off the Staff
In an age of robotic customer service reps, and soon self-driving cars, the
human element is severely lacking. Show off the finest 5-star staff. Seeing happy,
smiling employees is performing wonders for reputation as clients are longing for happy
employees to serve them.
7. Monitor Social Media Presence
Social media marketing policies are an undeniable force in the world today. The
pamphlets will simply no longer be trimmed and the shipping menus slipped under the
doorways. Restaurants with a strong social media presence are often the ones with the
best fare as part of their restaurant marketing plan, and ignoring social media is a death
penalty in the competitive food industry.
48
XV. PERFORMANCE REVIEW & EVALUATION
Tropical Hut Hamburger is one of the iconic fast food that continues to
serve delicious, classic burgers and various meals at affordable prices. The original
source of good, tasty burgers, and all other classic meals served at a clean, well
maintained fast food outlet.
Year 2015 when Tropical Hut was nominated as one of the favorite Fast
Food Burger in “The Choice” Awards. Unfortunately, they lost against Burger King,
but the fact of being nominated and considered as one of the favorite fast food burger
is a big recognition.
The National Wages Productivity Commission (NWPC) gave numerous
award for Tropical Hut last 2018. Under the Procurement of Meals category throughout
the year.
Tropical Hut’s customers often express their opinions and feedback with
regards to their experience with dining at the store. Here are some of it:
 Customer 1: Dining area is clean but restrooms are not properly maintained.
The staff needs to be equipped more in engaging to their guest. Pay more
attention to the ordering customers, courtesy, and sense of urgency. The
burger’s meat is juicy, well-seasoned and firm meat.
 Customer 2: Fresh Salad Mix is good. It can be shared by two people.
Clubhouse Sandwich is perfect snack at an affordable price. A mouth full of
different flavors in a bite. Quick Fried Beef is one of my favorites. Simple dish
49
but has it's complex seasoned flavor with few veggies that gives color and
crunch to it. Great value for money.
 Customer 3: Fastest place (not only in this branch but all branches I've been to)
to grab simple breakfast. The scene that makes me smile whenever I swing by
to any branch is seeing the same faces of senior citizens coming here after their
morning exercises (maybe, an assumption based on their outfits -chuckling).
They feel so at home, and really taking their time. I'm glad the Tropical Hut
management is lenient and indulgent on this.
 Customer 4: I do think that Tropical can easily be in the top 5 of fast food chains
in terms of popularity, food quality & innovation.
 Customer 5: The Jollibee & Reynolds obviously need to keep their A game up
to not be overtaken. And while both giants hold spots 1 & 2, tropical continues
to ride on the momentum
 Customer 6: Amazing the macaroni salad taste the same over the years.
Chicken can rival Jollibee and Uncle John of Mini Stop. Best is the pancakes.
Nothing comes close the 2pc with coffee and juice.
 Customer 7: Taste has been consistently good from the start. Plain and simple
burger without sauce and dressing. Freshly cooked upon order.
 Customer 8: Still the same old tasty taste after all these years....it hasn't
changed one bit. Even the style how its goodies are prepared and served still
remains the same. Eating here tonight Really made me reminisce about my
childhood when my dad used to bring me to their branch in Ortigas or inside bf
Paranaque. Two things though: Delivery of food is on the slow side and parking
may be a hassle.
50
 Customer 9: I love the burgers! I wonder why people still go to McDonald’s. No
offense meant but their classic burger is so juicy and tasty. Macaroni salad is
heavenly. For the price you get a lot more!
 Customer 10: I love Tropical Hut's Bangus meal and I don't mind eating it every
day. Considering I am born allergic to bangus I would keep a stash of anti-
histamine in my pocket just in case. Their classic burgers are also good to order
and so is their chicken. Breakfast is the best time to eat here, you will have to
share a table with an old couple or group of happy seniors who are also excited
to have their favorite meals. Staff are also cheerful and efficient. What I like
about Tropical Hut's is that they serve both brewed coffee and orange juice with
every meal you order. Now that's a good way to start your day.
 Customer 11: Every time I visit this place i see old people. This means that the
customer service is excellent for old people would have a lot of requests. Love
the burgers! Better service and food!
 Customer 12: I love their big burgers though their fries are always on the soggy
side. I'm glad the BF branch is finally upgraded and redesigned. Service is
usually so-so. I liked that you can customize your orders with add ons. Food
was ok but not as great as before.
 Customer 13: Tropical Hut's branches are not that many. We have to go farther
away from where we live to locate one. Always crowded. The quality of their
burger has remained the same. Patty had a juicy smoky taste to it - the
characteristics why we keep on coming back throughout these decades. It is
the only local burger chain that serves mustard. It really goes well with their
burgers & they don't scrimp on it! The palabok, my father's usual order never
disappoints him. The taste has been consistent. The dinuguan, my mother's
51
fave has the perfect sourness; the meat is tender to the bite and abundant too.
The halo-halo's gulaman had the chewiest texture. Their version of this dessert
will put a smile on your face.
 Customer 14: Their spaghetti, to be honest, it was a kind of pasta that you can
eat in a children's party. Good. But their serving size was so small. You can
actually finish it in one or 2 bites.
 Customer 15: The patty looks dry but it was juicy. After a few bites, you'll realize
that it is crumbly. It was not the best burger but it was okay. Good thing that
they have a condiments section wherein you can get mustard, hot sauce and
catsup that you can put to adjust the taste according to your liking.
52
XVI. FINANCIAL
Company Performance
Tropical Hut Food Market Inc is based in Philippines, with the head office in
Pasig. It operates in the Grocery Stores industry. The company’s latest financial
report indicates a net sales revenue drop of 6.79% in 2015. Its’ total assets recorded
a negative growth of 9.41%. The enterprise’s net profit margin increased by 0.75% in
2015.
Figure 1. Industry Performance
53

₱16,000,000.00
₱14,000,000.00
₱12,000,000.00
₱10,000,000.00
₱8,000,000.00
₱6,000,000.00
₱4,000,000.00
₱2,000,000.00
₱0.00
Peso
Figure 3. Run Rates
Tropical Hut’s past performance was ₱ 61,608,166 and it needs to increase by 10%.
The target sales is ₱ 67,768,982.
This table shows the predicted Sales for the year 2020. The total sale was
divided by 12, each month were ranked according to the number of holidays they
have within the month and derived those ranks into percentage by increasing each
percent by 4 in every ranking.
Month Amount Month Amount
January ₱13,553,796.00 July ₱3,388,449.00
February ₱6,776,898.00 August ₱7,454,588.02
March ₱4,743,828.00 September ₱3,388,449.00
April ₱2,033,069.00 October ₱3,388,449.00
54
May ₱4,066,138.92 November ₱6,776,898.00
June ₱2,033,069.00 December ₱10,165,347.00
Table 2. Run Rates
Market Shares
Figure 2 Market Shares
This statistic shows the results of a survey conducted by Cint on fast food
BALANCE SHEET TABLE (DITO MO LAGAY?)
TABLE 4.
55
XVII. APPENDICES
Tropical Hut Branches
Tropical Hut have 35 branches nationwide. These Branches are:
1. Tropical Hut Hamburger | President's Ave, Parañaque, Metro Manila,
Philippines
2. Tropical Hut Hamburger | Level Ground Level, Rizal Ave. Ext., LRT
Monumento Station, Caloocan City, Metro Manila, Philippines
3. Tropical Hut Hamburger | 35 Bayan Bayanan Ave. cor. E. Santos St.,
Concepcion
4. Marikina City, Metro Manila, Philippines
5. Tropical Hut Hamburger | Sunshine Mall, FTI Taguig, Metro Manila,
Philippines
6. Tropical Hut Hamburger | 1st Level, Shoppesville, Ortigas Ave., San Juan,
Metro Manila, Philippines
7. Tropical Hut Hamburger | Ground Level, Congressional Arcade Bldg.,
Congressional Road cor. EDSA, Quezon City, Metro Manila, Philippines
8. Tropical Hut Hamburger | 2nd Level, Commonwealth Ave., Quezon City,
9. Tropical Hut Hamburger | Mindanao Ave., Quezon City, Metro Manila,
Philippines
10. Tropical Hut Hamburger | Ground Level, Araneta Center Cubao, Quezon City,
11. Tropical Hut Hamburger | Nova Mall, Novaliches, Quezon City, Metro Manila,
Philippines
56
12. Tropical Hut Hamburger | Panay Ave. cor. Sct. Borromeo, Quezon City, Metro
Manila, Philippines
13. Tropical Hut Hamburger | Quezon Memorial Circle, Quezon City, Metro
Manila, Philippines
14. Tropical Hut Hamburger | Ground Level, EDSA cor. Ortigas Ave., Quezon
City, Metro Manila, Philippines
15. Tropical Hut Hamburger | Gen. Romulo St. cor. Aurora Blvd., Araneta Center,
Cubao, Quezon City, Metro Manila, Philippines
16. Tropical Hut Hamburger | G/Lvl., Food Court, 202 Quirino Highway cor.
Regalado Ave., Quezon City, Metro Manila, Philippines
17. Tropical Hut Hamburger | Quirino Highway cor. Sta. Quiteria St., Novaliches,
Quezon City, Metro Manila, Philippines
18. Tropical Hut Hamburger | Baclaran Monte De Piedad Bldg., Taft Ave.,
Paranaque City, Metro Manila, Philippines
19. Tropical Hut Hamburger | BF Homes cor. Aguirre Ave. Paranaque City, Metro
Manila, Philippines
20. Tropical Hut Hamburger | Jaka Plaza, Paranaque City, Metro Manila,
Philippines
21. Tropical Hut Hamburger | Foodcourt, SM Sucat, Dr. A. Santos Avenue, Brgy.
San Dionisio, Paranaque City, Metro Manila, Philippines
22. Tropical Hut Hamburger | Montillano St., Alabang, Muntinlupa City, Metro
Manila, Philippines
23. Tropical Hut Hamburger | Shaw Blvd. cor. Pioneer St., Brgy. Kapitolyo,
Mandaluyong City, Metro Manila, Philippines
57
24. Tropical Hut Hamburger | Foodcourt, Julia Vargas Avenue, Mandaluyong City,
25. Tropical Hut Hamburger | Calvo Bldg., 264 Escolta St., Sta. Cruz, Manila,
26. Tropical Hut Hamburger | Legarda St. cor. Recto, Manila, Metro Manila,
Philippines
27. Tropical Hut Hamburger | Roxanne Bldg., Rizal Ave., Manila, Metro Manila,
Philippines
28. Tropical Hut Hamburger | G/Lvl., Green Field Bldg. 3 Annex, 254 Gil Puyat
Ave., Makati City, Metro Manila, Philippines
29. Tropical Hut Hamburger | Main Mall, Food Court, SM Mall of Asia , Central
Business Park, Bay City, Pasay City, Metro Manila, Philippines
30. Tropical Hut Hamburger | Foodcourt SM City Bicutan, Paranaque City, Metro
Manila, Philippines
31. Tropical Hut Hamburger | Foodcourt, SM Cubao, Araneta Center, Cubao,
Quezon City, Metro Manila, Philippines
32. Tropical Hut Hamburger | Foodcourt & 4/Lvl., Concepcion cor. Arroceros &
San Marcelino St., Manila, Metro Manila, Philippines
33. Tropical Hut Hamburger | Gil Puyat Ave., Makati City, Metro Manila,
Philippines
34. Tropical Hut Hamburger | Foodcourt, SM Mall of Asia, Pasay City, Metro
Manila, Philippines
35. Tropical Hut Hamburger | g/f waltermart, Balibago, Sta. Rosa, Laguna,
Philippines
58
Figure 6. Tropical Hut Locations
59
Key Financial Highlights
TV Advertisement
* Commercial both aired on GMA and ABS- CBN. Two spots on non primetime and
four spots on every primetime/30 sec that will cost Php 1, 200,000/month for the last
few months of year 2012 and by the year 2013 cost will increase 20% that will cost P
1,224,000. The total composed proposed budget will be p 57, 792,000 throughout the
year.
TV ADVERTISEMENT
YEAR 2016 COSTING
OCTOBER P1,200,000
NOVEMBER P1,200,000
DECEMBER P1,200,000
JANUARY P1,200,000
YEAR 2017
FEBRUARY P1,224,000
MARCH P1,224,000
APRIL P1,224,000
MAY P1,224,000
JUNE P1,224,000
JULY P1,224,000
AUGUST P1,224,000
SEPTEMBER P1,224,000
TOTAL : P57, 792,000
Table 5. TV Ads
PLACE RENOVATION
PARTICULAR UNIT COST QUALTY TOTAL COST
Tables P8,000 20 P160,000
Chairs P3,000 50 P150,000
Couch P5,800 12 P69,000
Display Shelves P8,600 2 P17,360
Wall Clock P1,000 1 P1,000
TOTAL: P397,960
Table 6. Place Renovation
60
Website Development
* We will hire a professional programmer to access the website every 2 months that
will cost Php10, 000. 00 and personnel who will be in charge for maintenance and
monitoring that will cost minimum salary wage Php. 480.00/ day.
WEBSITE DEVELOPMENT
YEAR 2016 COSTING
OCTOBER P29,800
NOVEMBER P29,800
DECEMBER P29,800
JANUARY P29,800
YEAR 2017
FEBRUARY P28,800
MARCH P28,800
APRIL P28,800
MAY P28,800
JUNE P28,800
JULY P28,800
AUGUST P28,800
SEPTEMBER P28,800
TOTAL : P349,600
Table 7. Website Development
CONTROL
TOTAL PROJECT COST
FIXED CAPITAL COST :
Furniture and Fixtures (Place’s P 397, 960
Innovation)
Tools and Equipment 568, 350
Total Fixed Cost P 966, 310
Operating Expenses
Advertising Expense 581, 141, 600
Total Expenses P 582, 107, 910
Table 8. Control
61
Annual growth percentages of Tropical Hut in 2014 to 2015 in local currency PHP.
Net sales revenue -6.79%▼
Total operating revenue -6.7%▼
Operating profit 46.87%▲
Net Profit (Loss) for the Period 31.19%▲
Total assets -9.41%▼
Total equity -23.12%▼
Operating Profit Margin 0.91%▲
Net Profit Margin 0.75%▲
Return on Equity (ROE) 3.53%▲
Debt to Equity Ratio 7.06%▲
Quick Ratio -0.06%▼
Cash Ratio 0.01%▲
Table 9. Growth Percentage
The Financial Plan
The actual performance of execution will vary in the progress of product that will run for
the whole years that ends on October 2013 Marketing Proposal for Tropical Hut
Philippines. The control will depend on what will be the result in execution. If the
strategy matches to the expectation of objectives and it moves great, this proposal will
last efficiently, this proposal will continue on the succeeding year. In case, uncertainty
arises will be deliberate and create an adjustment, making it better or entirely discard
it on the next year.
62
Total Project Cost

Start-up Funding
Start-up Funding Debit Credit
Start-up Expenses to Fund 68,800 -
Start-up assets to Fund 50,000 -
TOTAL FUNDING 118,800 -
REQUIRED
Assets
Non-cash Assets from 30,000
Start-up
Cash Requirements from 50,000
Start-up
Additional Cash Raised 681,200
Cash Balance on Starting 731,200
Date
TOTAL ASSETS 761,200
Table 10. Total Project Cost
Liabilities and Capital

Liabilities Debit Credit
Current Borrowing - -
Long-term liabilities - -
Accounts - -
Payable(Outstanding Bills)
Other Current Liabilities - -
(interest-free)
Total liabilities - -
Capital
Planned investment
Additional investment - -
Requirement
Total planned investment 800,000
Loss at start-up (Start-up 68,800
Expenses)
Total Capital 731,200
Total Capital and liabilities 731,200
Total Funding 880,000
Table 11. Liabilities and Capital
Projected Cash Flow
Projected Profit and Loss

Projected Cash Flow
Pro Forma Year 1 Year 2 Year 3
Cash Flow
63
Cash Received
Cash from operations
Cash sales 279,163 558,327 1,116,654
Subtotal cash 279,163 558,327 1,116,654
from operations
Additional Cash Received
Sales Tax, Vat, - - -
HST/GST
received
New current - - -
borrowing
New other - - -
liabilities
(interest-free)
New Long-term - - -
liabilities
Sales of other - - -
current assets
Sales of Long- - - -
term assets
New investment - - -
received
Subtotal cash 279,163 558,327 1,116,654
received
Expenditures Year 1 Year 2 Year 3

Expenditures from Operations
Cash spending 88,200 262,000 449,600
Bill payments 244,265 430,245 599,286
Subtotal spent 332,465 692,245 1,048,886
on operations
Additional Cash Spent
Sales Tax,VAT, - - - -
HST/GST paid
out
Principal - - - -
Repayment of
Current
Borrowing
Other Liabilities - - -
Principal
Repayment
Long-term - - -
liabilities
Principal
Repayment
Purchase Other - - -
Current Assets
64
Purchase Long- - - -
term Assets
Dividends - - -
Subtotal cash 332,465 692,245 1,048,886
spent
Net Cash Flow (53,301) (133,918) 67,767
Cash Balance 677,899 543,981 611,748
Table 12. Projected Profit and Loss
Projected Balance Sheet
Assets Year 1 Year 2 Year 3

Current Assets
Cash 677,899 543,981 611,748
Other Current - - -
Assets
Total Current 677,899 543,981 611,748
Assets
Long-term Assets
Long-term - - -
Assets
Accumulated - - -
Depreciation
Total Long- - - -
term Assets
Total Assets 677,899 543,981 611,748
Liabilities and Capital
Current Year 1 Year 2 Year 3
Liabilities
Accounts 29,242 35,911 50,452
Payable
Current - - -
Borrowing
Other Current - - -
Liabilities
Subtotal 29,242 35,911 50,452
Current
Liabilities
Long-term - - -
Liabilities
Total Liabilities 29,242 35,911 50,452
Paid-in Capital 800,000 800,000 800,000
Retained (68,800) (151,343) (291,930)
Earnings
Earnings (82,543) (140,587) 53,226
65
Total Capital 648,657 508,070 561,296

Total Liabilities 677,899 543,981 611,748
and Capital
Net Worth 648,657 508,070 561,296
Table 13. Projected Balance Sheet
66
XVIII. REFERENCES
 25 Restaurant Marketing Ideas: How to Market a Restaurant. (n.d.). Retrieved
from https://www.wordstream.com/blog/ws/2015/01/14/restaurant-marketing.
 34 branches of Tropical Hut Hamburger in Philippines. (n.d.). Retrieved from
http://www.vozzog.com/search/?br=1&key=Tropical Hut
Hamburger&page=0.
 Academy, P. (n.d.). Marketing Theories – PESTEL Analysis. Retrieved from
https://www.professionalacademy.com/blogs-and-advice/marketing-theories---
pestel-analysis.
 Aten, J. (2019, October 14). 13 Ways to Improve Your Sales Performance.
Retrieved from https://fitsmallbusiness.com/improve-sales-performance/.
 Dere, BillT, Mind Tools Content Team, Mind Tools Content Team, & Mind
Tools Content Team. (n.d.). SWOT Analysis: – Discover New Opportunities,
Manage and Eliminate Threats. Retrieved from
https://www.mindtools.com/pages/article/newTMC_05.htm.
 Evidente-Domingo, M. (2018, May 20). Foodie's Favorite Restaurants in
Manila! And the Winners of 2015 The Choice Awards are... • Our Awesome
Planet. Retrieved from
https://www.ourawesomeplanet.com/awesome/2015/08/the-choice-2015-
winners.html.
67
 Fritchen, K. (2018, November 27). 5 Leadership Strategies To Improve Team
Performance. Retrieved from http://crestcomleadership.com/2016/12/01/5-
leadership-strategies-to-improve-performance-in-your-company/.
 Gregory, L. (2017, February 6). Burger King's Five Forces Analysis (Porter's
Model). Retrieved from http://panmore.com/burger-king-five-forces-analysis-
porters-model.
 Limtingco, E. F. (n.d.). The Philippine fast food industry. Retrieved from
https://www.philstar.com/cebu-business/2012/01/04/764410/philippine-fast-
food-industry.
 McDonald's Profit Margin 2006-2019: MCD. (n.d.). Retrieved from
https://www.macrotrends.net/stocks/charts/MCD/mcdonalds/profit-margins.
 Michele, Midgie, Mind Tools Content Team, Mind Tools Content Team, &
Mind Tools Content Team. (n.d.). Mintzberg's 5Ps of Strategy: Improving the
Robustness of Your Strategy. Retrieved from
https://www.mindtools.com/pages/article/mintzberg-5ps.htm.
 Mulder, P. (2019, June 25). 5 P's of Strategy by Henry Mintzberg: a powerful
Strategy Tool. Retrieved from https://www.toolshero.com/strategy/5-ps-of-
strategy/.
 Paranaque makes waves vs. crime. (2013, January 17). Retrieved from
https://www.alabangbulletin.com/paranaque-makes-waves-vs-crime/.
 Pollock, S. (2018, January 7). 6 Strategies for Effective Performance
Management. Retrieved from https://hrdailyadvisor.blr.com/2018/01/11/6-
strategies-effective-performance-management/.
68
 Rivas, R. (n.d.). Jollibee profit zooms by 17.1% in 2018. Retrieved from
https://www.rappler.com/business/223504-jollibee-earnings-report-2018.
 Tropical Hut Food Market Inc (Philippines). (n.d.). Retrieved from
https://www.emis.com/php/company-
profile/PH/Tropical_Hut_Food_Market_Inc_en_3895624.html.
 What is PESTLE Analysis? A Tool for Business Analysis. (n.d.). Retrieved
from https://pestleanalysis.com/what-is-pestle-analysis/.
69
XIX. List of Figures
Figure 1. Industry Performance …………………………………………… 4
Figure 2. Market Share ……………………………………………………… 5
Figure 3. Run Rates …………………………………………………………. 9
Figure 4. SWOT Analysis …………………………………………………… 15
Figure 5. Tropical Hut Jaka Plaza, Parañaque Branch ………………….. 18
Figure 6. Tropical Hut Locations ……………………………….. 61
Table 1. Product Management ……………………………………………… 7
Table 2. Run Rates ………………………………………………………… 10
Table 3. Business Establishments ………………………………………… 27
Table 4.
Table 5. TV Ads ……………………………………………………………….
Table 6. Place Renovation …………………………………………………
Table 7. Website Development ……………………………………………..
Table 8. Control ……………………………………………………………….
Table 9. Growth Percentage…………………………………………………
Table 10. Total Project Cost………………………………………………….
Table 11. Liabilities and Capital……………………………………………...
Table 12. Projected Profit and Loss…………………………………………
Table 13. Projected Balance Sheet………………………………………….
70
CURRICULUM VITAE
71
Abby L. Abuyog
Block 50 Lot 32, San Juan St. Phase 2, Central
Bicutan Taguig City
Abbyabuyog211999@gmail.com
PERSONAL DATA
Date of Birth : September 21, 1999

Birth Place : Taguig City
Age : 20
Sex : Female
Civil Status : Single
Nationality : Filipino
Religion : Roman Catholic
EDUCATION
General Santos Avenue, Lower Bicutan, Taguig, Metro Manila
Bachelor of Science in Business Administration Major in Marketing Management
2018 – 2022
Upper Bicutan National High School
General Santos Avenue, Central Bicutan Taguig City
Accountancy, Business, and Management
2016-2018
Upper Bicutan Elementary School
General Santos Avenue, Central Bicutan Taguig City
2006-2012
72
Marie Lyne R. Alano

773 Purok 5, Sucat, Muntinlupa City
alanomarielyner@gmail.com
PERSONAL DATA
Date of Birth : March 12, 2000

Birth Place : Muntinlupa City
Age : 19
Sex : Female
EDUCATION
2018 – Present
APEC Schools Sta. RIta
Sta. Rita, Paranaque
Accountancy, Business and Management
Years attended (e.g. 2016 – 2018)
Miraculous Medal School
Dona Rosario Subdivision, Sucat, Muntinlupa City
Years attended (e.g. 2008 – 2010)
73
Michaella Danica B. Tubio

12 Lauan St., Mahogany Homes, Bagumbayan,
Taguig City
michaelladanicatubio@gmail.com
PERSONAL DATA
Date of Birth : August 20, 1999

Birth Place : Taguig City
Age : 20
Sex : Female
EDUCATION
2018 – 2022
St. Ives School
408 Severina Subdivision, Bagumbayan, Taguig City
Accountancy, Business and Management
2012 – 2018
St. Ives School
408 Severina Subdivision, Bagumbayan, Taguig City
2006 – 2012
74
75

Draft 11

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Draft 11

Загружено:

Авторское право:

Доступные форматы

POLYTECHNI C UNIVERSI TY OF THE PHILIPPI NES TAG UIG BR ANCH

A Marketing Plan Presented to the Faculty of Business Administration

Polytechnic University of the Philippines

In Partial Fulfillment of the Requirements for the Degree in Bachelor Science

in Business Administration Major in Marketing Management

ALANO, Marie Lyne R.

TUBIO, Michaella Danica B.

October 28, 2019

Philippine Copyright 2019

by the Authors and the

College of Business Administration Major in Marketing Management

Polytechnic University of the Philippines Taguig Branch

FELIX D. RAMOS, JR.

Prof. Artemus G. Cruz, RPsy. RGc. RPm.

Prof. Edmund S. Yang Prof. Philip SJ. Soberano

Accepted in partial fulfillment of the requirements of the degree Bachelor of

Marketing Management at the Polytechnic University of the Philippines Taguig Branch

education institution, except where proper referencing and acknowledgement were

Alano, Marie Lyne R.

Tubio, Michaella Danica B.

understanding and support in completing this project, an honorable mention goes to

They are grateful to have him on this subject as their professor.

Researchers : Abuyog, Abby L.

Degree : Bachelor of Science in Business

Institution : Polytechnic University of the Philippines

Adviser : Felix D. Ramos Jr.

VII. EXECUTIVE SUMMARY

Trends & Issues

Tropical Hut Hamburger is one of the Philippines' largest fast-food

buying a range of fine smelling burgers, it became famous as a restaurant.

beginning of the main shocks to the development company industry without

professional guidance on how to cope with earthworm fear.

In today's Fast Food market, the Philippines, Tropical Hut is witnessing a

feels as if entering a restaurant in the seventies or eighties. It no longer feels

spoiled food has been delivered.

Competitors and its products

a. First came here in the Philippines in 1981

b. It offers burgers, fries, sodas, sundaes, floats, chicken meals, etc.

c. Considered as the top producer of burger in the Philippines

a. Entered the market at 1975

c. The largest fast-food restaurant in the Philippines

a. Opened their first branch in the Philippines during 1997

b. Offers burgers, fries, and milkshakes

c. Renowned in producing a variety of flamed-grilled burgers in the

a. Opened their first branch in the Philippines during 1969

b. Offers hamburgers, chicken sandwiches, salads, French fries and

c. World’s 3rd largest hamburger fast-food chain

Industry Growth Rate, Acceptance, Decline

meals aside from burgers.

In the 1980s to the 1990s, competition in the Philippines started to

growth, Tropical Hut is no longer equal to its competitiveness, is unable to generate

further revenues and is now dominated by its rivalry.

Industry Performance in Units

Figure 1. Industry Performance in Units

Figure 2. Market Shares

belongs to the 12.18% of the other restaurants.

Threats of New Entrants & Competitive Rivalry

fresh entrants with an economic difficulty.

of products, market focus, and other characteristics. In addition, competitive rivalry is

in transferring from Tropical Hut to other firms.

delicious food choices such as:

their house fries.

especially Christmas! It is safe to say regardless of how simple it is to consider