A QUALITATIVE INQUIRY ON THE COMPETITIVE STRATEGIES OF

SELECTED FOOD PARKS IN METRO MANILA

A Research Paper Presented

In Partial Fulfillment
Of the Requirements
For the Applied Subject
Practical Research 1
presented to
Mr. Alvin Joseph DJ. Mapoy

Far Eastern University High School

Sampaloc, Manila City

By
Delos Santos, James Ace G.
Dinglasan, Jester John
Enriquez, Hope Trinity B.
Inductivo, Beatriz
Mactal, Lance
Malabanan, Aubrey M.
Tordesillas, Alyssa
March 2018

i
 APPROVAL SHEET

This research entitled

A QUALITATIVE INQUIRY ON THE COMPETITIVE STRATEGIES OF

SELECTED FOOD PARKS IN METRO MANILA

Prepared and submitted by James Ace G. Delos Santos, Jester John S.

Dinglasan, Hope Trinity B. Enriquez, Beatriz Julien P. Inductivo, Lance
Gabrielle R. Mactal, Aubrey P. Malabananand Ma. Alyssa T. Tordesillas has
been approved and accepted as partial fulfilment of the requirements for the
subject Practical Research 1.

Approved by the tribunal at the Oral Examination with a grade of ___________

Mr. Alvin Joseph DJ. Mapoy

Research Teacher

Panel

ii
 CERTIFICATE OF ORIGINALITY

The authors hereby declares that the content of the submitted research is free from
any material already published by another author nor does it contain statements
lifted without due acknowledgement of the sources. They similarly attest that
materials taken from other sources are properly cited/quoted.

Thus, except those which have been duly acknowledge, recognized and quoted in
the text, the content of this research has been authentically produced by the author
himself though he may have received assistance from others on style, presentation
and language expression.

JAMES ACE G. DELOS SANTOS

(Signature over printed name)

JESTER JOHN S. DINGLASAN

(Signature over printed name)

HOPE TRINITY B. ENRIQUEZ

(Signature over printed name)

BEATRIZ JULIEN P. INDUCTIVO

(Signature over printed name)

LANCE GABRIELLE R. MACTAL

(Signature over printed name)

AUBREY P. MALABANAN
(Signature over printed name)

MA. ALYSSA T. TORDESSILAS

(Signature over printed name)

Date:

iii
 ABSTRACT
Food is one of the basic needs of humans to thrive every day, to think properly, to

do tasks efficiently, and to live. As early as the Greek civilization rose to prominence,

food service has been developed as early as that time, overnight travelers who are

member of a lescheis offered food and beverage and most of the time it is exclusive for

them but there are instances that they let outsiders to join, phatnai, in the other hand was

a tavern that was made to share food with others. (Sinan, 2015)Competitive Strategies

were conducted by food parks to achieve certain goals, it is for the food parks or like any

business is to earn profit and be successful. But success that is built by trend is not easy

to handle, food park industry is unstable and not easy to handle, it is unstable as its

customers will only come if food parks have more room to accommodate, if they have

enough parking space for their customers and if customers can sit and enjoy the

ambiance, if the food park is affordable, not all customers of food parks were that rich,

some has just enough money to buy a decent food for their own, some food parks, marks

their price higher than usual, expecting that customer would cling into it, but as the time

goes by customers got more practical on what food parks offer affordable yet has distinct

flavors on their food.

iv
 ACKNOWLEDGMENT

The researchers would like to thank our teachers, Mr. Alvin Joseph D. Mapoy and

Ms. May Antonette Palacio for the undying support and patience. And to our parents who

are always there in every stepm of the way

v
 CHAPTER I

INRODUCTION

Background of the Study

Food is one of the basic needs of humans to thrive every day, to think properly, to

do tasks efficiently, and to live. As early as the Greek civilization rose to prominence,

food service has been developed as early as that time, overnight travelers who are

member of a lescheis offered food and beverage and most of the time it is exclusive for

them but there are instances that they let outsiders to join, phatnai, in the other hand was

a tavern that was made to share food with others. (Sinan, 2015).

After World War 1 it gave birth to Fast Food in 1921 it is associated with the

popularity of automobiles and the people saw White Castle as its first source of fast food.

Food Parks rose to prominence in the Philippines between 2014-2015 but the first

ever built was in 2013 located in Metro Manila was Z compound which was designed for

young restaurant entrepreneurs that offers unique kinds of food yet affordable that made

the younger generations to frequently visit here as well as young adults(Jose, 2017).

However, as it grows it led to the competition of business by utilizing different strategies

to be able to have a higher income which can be highly observed here in the Philippines

specifically the sprouting of food parks in Metro Manila. (Jose, 2017).In line with this

According to Porter (2008) there are three generic competitive strategies, Overhead Cost,

Differentiation and Focus. Overhead Cost is primarily based on the lesser input given by

the company over its output, on the other hand Differentiation is categorized on being

distinct from its competitors and lastly, Focus, it is where the company will be heading

vi
to, what demographic of people they focus their brand into, or will the company will

focus on the competitive strategies given earlier. Due to this activity, the aim of this

study is to find out and compare what are the different competitive strategies utilized by

the owners and managers of food parks in Metro Manila. Food parks can be frequently

seen around Metro Manila more specifically around Quezon City, to be exact

(Maginhawa) and Marikina City.

This study will be targeting the Food Parks Managers/Owners, around Metro

Manila, Thus, this may help the food parks owners to increase the level of their sales

without decreasing the level of consumers that can contribute a massive help for the

business. Giving those enough details on how will they improve their business that

people around them will still patronize even without changing anything.

Statement of the Problem

The competitive strategies of the food parks here in Metro Manila serves as their

strength to win over customers from other food parks. They use different strategies in

order to execute their goals. These strategies are a big help in the success of their

business for these strategies attracts more and more customers over time. In line with this

we would like to emphasis the following:

1. What are the competitive strategies used by food parks?

2. What may be these strategies that helps the customers decide to choose their food

parks?

3. How does the food parks utilize these competitive strategies in their advantage?
vii
Research Objectives

The researchers have chosen the topic, an inquiry on the competitive strategies of

selected food parks in metro manila, because the researchers want to enlighten the readers

and future researchers in the food park industry in Metro Manila in line with this the

research paper aims to shed light on:

 To analyze the competitive strategies used of the food parks in Metro Manila.

 To distinguish how they bestowed those competitive strategies they have.

 To have definite understanding with the purpose of the food parks in the

Philippines

Significance of the Study

The researchers have chosen the topic, an inquiry on the competitive strategies of

selected food parks in metro manila about the competitive strategies in selected food

parks in Metro Manila in line with this the study will benefit the following:

Business Teachers: They will have the perspective on the Competitive Strategies of

Selected Food Parks in Metro Manila. The outcome of the research can be used by the

teachers in order to create effective learning programs and the given data would guide the

teachers in doing their work.

viii
Aspiring Entrepreneurs (Student): It will educate them to know the effects of knowing

the strategies of the Food Parks. The result of the studies would help them improve their

knowledge and academic performances on o specific business subjects also in this study

they can learn some strategies or effective way so in handling or doing a business.

Managers: The Managers of the Food Parks would also gain from this study. They will

have an idea on how other business organizations do their work, how some food parks are

being patronized by many people and why they would like to keep visiting these places. 

By way of explanation, the managers will be able to have an idea to add or have a better

competitive strategy so that people will have a nice rates or comment to them and to

enjoy their food and place.

Future Researchers: They may use this as a source to conduct a study. They will be able

to solve a particular problem or the study they want to achieve. In this study, the Future

researchers will enhance and can add some knowledge about this topic.

Scope and Limitation

This study will be conducted in order to determine the different competitive

strategies applied by food parks. This is focused only on selected food parks located in

Metro Manila, specifically the crave park, and carnival truck park, since these two are the

most popular food parks among the others. The researchers will conduct an interview to

the managers of both food parks in determining the marketing strategies. In addition, the

question will focus on “What competitive strategies do you use?” and other supporting

ix
questions arising from it. Furthermore, this study only limits to determine the different

competitive strategies applied by selected food parks in Metro Manila and will not tackle

about its effectiveness and impact to the business itself and the society.

Review of Related Literature

Three Generic Competitive Strategies

According to Porter (2008) competitive strategy is combination of goals

and policy, striving to achieve a result through a systematic process. As every

company has a goal that is to be prosperous but to land in their specific goal the

company must have process to function. These three competitive strategiesare

used to outshine other business in the industry which are named, Overall Cost

Leadership, Differentiation, and Focus. Overall Cost Leadership mostly tackles

about the overall tight cost leadership as companies can have low-cost production

so that the return of investment is still high, purchasing cheap raw materials yet

high in quality is a big deal in the field of business. The second generic strategy is

differentiation, offering services or product that is unique in a good way,

producing high quality products to be different among its competitors, to stand

out as a brand, and standing out could be in many forms, like design or brand

image, having a unique design or image is a formidable tool as it can be an eye

catching product i.e. RiteMed, have a unique brand image as they are portrayed

of being a medicine supplier that offers cheap medicines but has the same

effectiveness like the branded ones. Technology is one of the forms, having an

advanced technology with the rest of your competitors has a big advantage as a

company the perfect example is Apple, they revolutionized the way people used

x
 their phones, from having keypad they emerged the first iPhone with a touch

screen that changed the cellular phone industry and when other brands were

copying the touch screen technology they have, they made phones that were

skinnier in appearance and made faster operating systems to stand out among its

competitors. Achieving differentiation as a competitive strategy gives an

advantage to the company as they can be recognized easily by the costumers, and

costumers has a lack of time choosing which brand should they patronage or not

based on the qualities they saw. And lastly, Focus is primarily in serving a

specific group of people, it is aimed at serving that specific group effectively and

efficiently opposed to the differentiation and the overall cost leadership that caters

in an industry wide costumer. As a result of this strategy the brand may receive

differentiation due to better meeting the needs of the particular selected group of

people, and may have a lower cost serving this selected group of people, or they

can achieve both. Even it may not achieve differentiation or the low cost from the

point-of-view of the market as a whole. A company can customize focus strategy

in their own choice as they can focus on having low cost in their selected group of

people or have high differentiation from their competitor or they can achieve

both.

The Importance of Competitive Edge

According to [ CITATION Mor11 \l 1033 ] gaining a competitive edge requires a

detailed analysis of the demographics of the area and the nature of the existing

competitors. Do not hesitate to adopt a successful strategies form your competitors. No

matter how good your location and your marketing efforts, customers won’t come to your

restaurant if they do not enjoy your foods. You need to pay a close attention to quality

xi
and providing a consistent product that will make costumers eager to return. Hire the

right managers to ensure quality control of your business and to have hands on managers

who oversee all aspects of the restaurant. Consistent high quality also attracts reviews and

media attention which provide invaluable exposure. Food Park have made a huge impact

on restaurant industry over the last few years. So to improve your food park marketing

strategy you need to choose a Regular Location carefully, build your own advertising

video is through Instagram, Facebook twitter and many more. 

Competitive Strategies on Food Enterprises

In a research journal written by Kannammal and Suvakkin (2016), they were able

to identify the 3 contributing factors that marketing strategies of particular fast food in

India. The first one is volume and visibility, where in it tackles about the short distances

of food stalls and can only be seen in a single location. Due to this, it led to a

competition. In addition, having a colorful, unique, and easy to remember logo of a

certain food park which is highly visible also helps to catch the attention of consumers.

Next is the marketing strategies for kids and teens, since kids and teenagers are two of the

most common customers of food parks, it offers different games that are free for the

customers to avoid boredom. Moreover, mobile marketing campaigns send out text

messages with coupons for free products, and web based rewards programs offer free

merchandise and meals. Furthermore, the main purpose of this is to initiate and develop

the relationship and bond of kids and teens. And lastly, the value and affordability, this is

considered as a potent marketing tool since this is the first thing that a consumer seeks.

Buy one take one, and free sample are two of the most common strategies at cash

strapped consumers. Food parks offer foods that are good to the taste buds, yet still can

be bought at a low and affordable price.

xii
 While on the other hand, according to Papulova, E., & Papulova. Z., (2006) every

food enterprises aims to be successful and must be strategically aware on how to improve

their organizations, the strategies that they need to do are listed. They must be able to

think strategically following, understanding, and seeking, a fast framework. First, they

need to understand how their environment is coping up with the problems and what will

each and every one of the workers contributes. Second, seeking more information,

improvements and opportunities for the sake of the business can be a huge help Third, the

business needs to move quickly, give a quick response to a better opportunities for the

business. Food enterprises aim to include planning, organizing, motivating the workers

just to do their given tasks and controlling the business. Organization needs to compete

effectively to their rivalries and be able to find suitable ways to create and add value for

their consumers. Not organizations depends upon planning, some are more of thinking

and doing. It is not about the technique, it is more about how will you handle and manage

the situation and understand. To be able to succeed, organizations needs to know the

information about the business and what is the goal. Their strategy is to have a business

plan, every organizations needs to have a business plan in order to improve and to be able

to reach success. The most powerful force will always be the customers, so every

business should treat the customer’s right and have the right strategies. The competitive

environment is affected by the structure and profitability of every market, the intensity of

competitive rivalries and the degree of differentiation, market growth, the stage in the life

of the products or services, capital intensity, and economies of scale. It is important for

every managers to appreciate where the opportunities and threats lies on and needs to

focus more on those areas which are affecting the organization and requires strategic

xiii
attention. A business must add some strategies which may understand the perception

value of the customers, a good quality and affordability of the products, high level and

high standards of all- around services, and a quick response for a better opportunities and

threats regarding the business. According to Henry Mintzberg, business strategy could

follow the three modes that include planning, entrepreneurial and adaptive. Planning

mode determines that managers should follow their own planning mode for the

organization to be well established. Adaptive mode is more of moving timidly or step by

step procedure. Entrepreneurial mode presents a strong leader or usually the founder of

the organization this strategy is characterized by a decision making in which pauses are

followed by periods of sprinting. It is more likely to be effective when the organization is

just starting and small, when a single, powerful leader has an intimate knowledge for the

business. And lastly, According to Essam (2012) fast foods have lots of competitive

strategies that may be given example of that is the competitive strategies of McDonald’s.

McDonald’s created an advisory council that recommends and advocates a good quality

of products and healthy nutrition for the customers to still patronize the products. There

are a lot of foods that can be selected inside the given fast food chains including burgers,

fries, spaghetti and etc. even the McDonald’s company upgraded their product for their

loyal customers including the Happy Meals for the kids, other flavors of McFlurry and

thinking of other foods to be upgraded. McDonald’s business strategy should be located

at strategic locations or supposedly needs to be built in an Urban Cities. McDonald’s are

using the PESTEL frameworks to be the competitive strategy which includes Political,

Economic, Social, Technological, Environmental and Legal Strategy. On the Political

strategy, they must pursue the political requirement that will be needed in order to have a

xiv
good quality of Fast foods and products. Hygiene and quality regulations are important

when building a specific fast food chains in order to love by the consumers. Providing

healthy eating, good labeling and packaging of the products is needed. For economic

strategy, consumers are looking for a convenient and affordable food to eat, the managers

decided to introduce new deals, affordable and low-priced products, even upgrading other

foods for the consumers to still patronize the chosen products. Social strategy, people are

aware of a healthy living and finding foods that are healthy for them, some fast food

chains offers low calories and salads along burgers and displaying nutritional content and

they even include toys just for the kids to enjoy the food that they eat. Technological

strategy, technology is the primary source of information which can easily disseminate

news or commercial about fast foods. Fast foods used social media website to easily

communicate with the consumers or customers like offering delivery without any hassle.

For Environmental strategy, every managers or owners should use environment friendly

equipment just like using paper bags instead of plastics to avoid flood and pollution. Each

and every fast food firms to become 'green' or eco-friendly surroundings. And the last

strategy is the Legal; Operators must follow or nearly comply with the regulations or

more specifically the opening and closing hours, taxation and the employment regulations

such as the National Minimum Wage Regulations (1999). It is required to meet the

national food standards such as the given requirements by the US Food and Drug

Administration. The relation of this book to the study is that they may be relation in the

competitive strategies used by fast food chains when the researchers interview food park

managers.

xv
 According to Gorb (2016), On Ukraine there was an incident that the social

business environment had crushed. The country is totally descending the sources and that

time, the tax of the country increased and the price of the products too. It is predicted that

all the country’s sources like beverages, food products, and canned goods are decreasing

instantly. That’s why all the businessmen and owner of the food industry and food park

decided to use the competitiveness strategy to gain attraction to the public and increase

the sources they loss in the past. Using the competitiveness on the food park it gives an

advantage on other food parks that their rival. It is easily to resolve the problem, if the

owner of the food parks knows the weaknesses of each sources loss. Some of the

managers/owners of businessmen in Ukraine manage the mechanism of management and

the secret about how to surpass their rival by applying the food industry/park

management strategy. The goal of the strategy is to get larger consumer in food parks,

enforce the policy of the food park management competitiveness strategy and build up

the authority to encourage everyone to apply the food park strategy to their business, and

providing the market location to sell conveniently to the public. The goal of the food

competitiveness strategy is target the larger population consumer to persuade the people

to buy their product. It aims to enhance the profits of every future business food park

owner and ensure the food park is in good positions. The relation of this related literature

on the researcher’s topic is to know the capabilities of competitive strategy management

on the food parks. While in Bulgaria and according to Ahmedova (2015), On Bulgaria the

small business-like food park is developing on how to increase the market resources. On

the nature of the business, it is important to surpass and increase the sales of the other

business. To become grow bigger and enlarge the productivity of the food park. It helps

xvi
to survive more years of existence of the food park/carts. That’s why; some of the food

park in Bulgaria that is taking the competitive strategy on how to increase the sales are

increasing the profit and earn customers day by day.

The unique way to make the possible things for the food park/carts are to generate the

knowledge to develop the positive thinking, service process, and methods of how to

manage the competitive strategy. By doing this factor, the economy/environment of the

food park is increasing the responsibility to apply their success in other relative business

owner who’s already bankrupt. (Ahmedova, 2015)

The purpose of the strategies on Food Park is to focus their performance to gain more

profits and funds. Doing the best way to sustain the competitive advantages in every

small business-like food park, is to establish organizational educate and knowledge

management to learn more skills on how to apply the strategy in small business. This

works to recover and increase the profit of one business to take the advantage to other

food parks/market. The relation of this related literature on the researcher’s topic is

convince the food parks to use the competitive strategy to take advantage to other food

park businesses and owners. (Porter, 2015)

Dynamics of Rivalries
According to (Warren, 1999) the master plan field of the knowledge has long and

had much to offer to the managers who sought to understand the production of the firm’s

in conjunction with the competitors. Through this kind of field, the resource based view

of strategy also known as RBV, has extended the understanding in competitive advantage

for the firms’ resources or ‘strategic assets’ be involved, moving the strategy debate

beyond largely financial concerns of cost and value. Apace with RBV, the game theory

xvii
gave a new kind of understanding in competitive interactions. In order to approach the

true dynamics has resulted from representing sequential moves and counter-moves to the

issues like pricing and advertising levels. Nonetheless, executives typically find game

theory hard to apply to the richness of practical competitive situations that feature real-

world rivalry on multiple dimensions.

Attentiveness to accumulate the true dynamics of competitive rivalry (i.e.; to

explain further and manage growth over time) it accommodates extending established

micro-economics approaches, the development of competence-based concepts and use of

scenario-planning methods.

In an earlier article, Warren (1999) built on these features of RBV, and defined a

‘dynamic resource-system view’ also known as DSRV, of firms’ strategic architecture to

show how to work in supplementary in order to understand and manage if and only if

fundamental principles are captured and precise. (Warren, 1999)

This article that is according to Warren (1999) gives idea to the readers that there

are different resources that is helpful and efficient in order to run the business. The

performance of the owner, managers and staffs are what the customers are looking for,

because when they are approachable, the customers are determined and willing to come

back and be loyal to them.

It can give satisfaction to the customers that will lead to great image for the

business itself. However, the rivalries are constantly trying to achieve the exact same of

goal, so it is following the dynamics of the competitive performance must be played out

largely in rivalry for resources.

xviii
 According to (Warren, 1999) there are three forms of rivalry that work with the

wide variety of organizations that identified the viewed from a resource-system

perspective, rivalry takes just three forms: Developing potential customers, Capturing

rival’s customer, Competing for sales to shared customers.

Whilst competition in the market-place is where victory or defeat generally

becomes apparent, firms must also compete for access to non-costumer resources, such as

skilled staff or supplier capacity. (Kim W., 1999)

This article that Warren (1999) is related to the researchers studies because it talks

about the strategies that the business may use in order for them to ace and be on top. It is

connected to the competitive strategies that the food parks are using. This article can give

idea and knowledge about the dynamics of rivalries that the business owners or the future

your entrepreneurs may use for their business.

The etymology of Food Park

According to [ CITATION Eag17 \l 1033 ] Food park is similar in layout to school

canteen or even a food court, it is just more trendy and modern with different stores and

stalls providing diverse food choices. When you are looking for some foods that will

fulfill your cravings and a place to loosen up you can surely find it there.

It is a place where you can simmer down, and Food parks offer some proposals or

packages where you can celebrate some parties and other events. Food parks is known for

mouth-watering and affordable foods such as colored burgers, nachos, fries, buffalo

wings, all kinds of meat on a stick, desserts and many more. Many students or individuals

visit to a place like this because of its chill atmosphere, and astonishing designs of the

place that will surely delight the costumers.

xix
Well-known food parks in Metro Manila
According to [ CITATION Mab \l 1033 ], food is one thing that bonds Filipino

families stronger, Everyone loves food and it is a great start for a business cause food is

always to search for; in line with this, food parks dominated Metro Manila and many

people are searching for it intentionally just to taste the food and service it brings.

(Alagbate, 2017) Here are some budget-friendly food parks in Metro Manila:

El Neo Garahe is located in Fairview, Quezon City. There is no possibility of

having shortage in this food park for it has over twelve food stalls waiting inside. It offers

multiple cuisines like that on Singaporean, Mediterranean, American, Chinese, Japanese

and Filipino so there’s no need to worry about choices. The Station Food Park can be

found in Sikatuna Village, Quezon City. Over 20 food entrepreneurs are waiting to give a

taste of what they can offer. It mostly has every food the mind can think about.

(Alagabte, 2017)

StrEAT is located in Maginhawa, Quezon City. This is a good place to satisfy the

customers’ craving for sweets though there are lesser establishments than others.

Madison Commons Food Park is placed in Kapitolyo, Pasig City. It also happens

to be the home of Big Guy’s Pizza and it also serves a variety of seafood dishes.

Food haven at 77 is also located in Kapitolyo, Pasig city. It has over 24 food stalls

to fill up the stomachs of their valued customers. This food park focuses in Filipino

cuisine. Meanwhile, The Yard Underground Pasig can be found in Hillcrest Drive,

Pasig city which is the second branch of The Yard. This food park has a theme of the

London Underground.

xx
 In Gil Fernando, Marikina city, the Carnival Food Park is located. They make

sure that the customers have a good time at the place and their food is not too doubted

too. It covers over 1,600 square meters space in order to put some games that fit their

concept which is the carnival. Buendia Food by the Court is found in Buendia, Makati

city. The investors had thought of combining all the things that Filipino loves that is why

they have food and basketball in there.

These food parks are some examples of the places that everyone can go to and

visit when they get hungry. These food parks are inside Manila and these food parks offer

different cuisines and themes for all the people.

Synthesis
In this chapter the researchers have discussed about the undying love for food by

Filipinos that paved the way creating Food Park, and as the time goes by it become

popular and the young demographic, the teens and alike is the most frequent costumers of

Food Parks and it became clear for the researchers to inquire about the competitive

strategies conducted by selected food parks in Metro Manila as this study can help other

managers in improving their food parks, in what part or aspect of business they lack so

that they can improve. Small and Medium Enterprise can help the market sources

noticing the effectiveness and efficiency of the marketing strategy if it is effective, the

dynamics of rivalry by Kim, rivalry can take three forms Developing potential

customers ,Capturing rival’s customer ,Competing for sales to shared customers. For

Porter the three generic competitive strategies are, Overall Cost Leadership, Focus, and

Differentiation. The review of related literature focused more on the competitive

xxi
strategies of fast food chain, and the small and medium-sized enterprises in some

countries and how its competitive strategies helped the country. The limitations of the

review of related literature that the researchers have gathered were not really focused on

the competitive strategies conveyed by the food parks but rather were focused on fast

food chains because food parks were just new in the country. Previous studies has

focused on Fast food industry, culinary restaurants and food stalls, due to the longevity of

these food industries they are targeted easily to be inquired about the competitive

strategies they use, However the current study focuses on the competitive strategies

conducted by selected food parks in Metro Manila as they are fairly new in the food

industry.

xxii
 CHAPTER 2

RESEARCH METHODOLOGY

Research Design
Research Design

In this study, the reaschers have used a qualitative research. A qualitative research

is a type of research that collects and works with non-numerical data. This research used

phenomenology research design for it focuses more on experiences, events and

occurrence with disregard or minimum regard for the external and physical reality. The

study has used this because the research tackles about the occurrence of food parks that

are very popular from people nowadays, it affects a lot of people with their choice; by

going to food parks they spend time more convenient than stopping around every

restaurant, fast food or any related food service they can think about for with food parks,

there are more varieties and choices in one place. It affects people for they can enjoy food

service more because of the place, the activities and themes the food parks may offer. It

also affects entrepreneurs and businessmen know how to upgrade their business and skills

in managing their own.

Methodology
The researchers has conducted a series of procedures to determine the conclusion

of this research, but first the researchers had determined that the scope of the population

will be the food parks that surroundMetro Manila. The researchers has interviewed four

food park managers. The sampling technique that the researchers has conducted was a

purposive sampling, as the researchers has interviewed with a significant purpose with

xxiii
the managers or owners of the food park with an objective to inquire and to be

enlightened by the competitive strategies done by food parks in Metro Manila. The

research instrument that the researchers has used is the semi-structured interview, it

consists of pre-determined questions that can be followed by a follow up questions for

more detailed answer or if the interviewer wants to know more of the said topic. The

researchers may not follow the flow of the interview guide if the interviewee has

answered the main questions. The researchers has collecred data through a voice

recording at the expense of the researchers’ phones. To conduct this research, the

researchers has gathered data by first, wrote a letter that will serve as the permission on

the interview. Second, waitred for their further decisions if the managers will agree to be

interviewed. Third, if the managers agreed the researchers will start the interview by

talking to them privately and by visiting selected food parks located in Metro Manila.

Using semi structured interview, the researchers will be interviewing the manager of the

specific food park using a set of guide questions, and will add up some follow up

questions if necessary for the researchers to have a clearer data from the interviewee. All

the answers will be recorded, write down that will serve the researchers as their guide and

will be summarized and talk about on how this research will help us solve our research

problems. This study may help them to know what to improve about their organization

and how will they cope up and do their responsibilities to be able to gain more

consumers.

Data Analysis
After the researchers have gathered the data, the next step will be the transcription

of data with exploratory comments, the researchers will explain what are the themes that

have emerged from the interview, what are the views of the respondents prior to the pre-

xxiv
determined questions with possible follow up questions, after stating what themes that

have emerged the last step will be clustering the themes from the respondent’s given data.

xxv
 CHAPTER III

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Presentation of Data
Respondent E

Respondent E is the wife of the one of the owners of the food park that the

researchers interviewed, according to her; the food park that her husband and friends built

is due to them wanting to have a new business. During the interview she is very polite

and attentive to our questions. She answered with clear and modest answers; the

interview is very entertaining and educational at the same time.

Respondent A

Respondent A’s wife is a cook, according to the respondent, it runs in their blood,

they had grilling station 15 years ago, the respondent’s children is one of the reasons why

the respondents build the food park in the first place.

Respondent C

Respondent C handles two food parks, it shows on how the respondent manages

his/her time and it shows the extent of his/her skill, the respondent has worked from

various food industries so the respondent is skilled in the food industry, the respondent is

inclined in marketing and finance.

Respondent F

Respondent F is a marketing consultant on the food park he/she is handling, the

responded is relatively new in the food park he/she is currently handling, he/she is trying

xxvi
new things to improve the food park he/she is currently handling due to the food park’s

food traffic has lessen over just a year.

Analysis of Data

Domain I.

Themes: PHYSICAL ASPECT OF THE MANAGER

Work and learning experiences. The manager stated that her work

experience in her previous job about food industry and her learnings from it helped her in

handling in the food parks she is currently working on.

Being optimistic when facing problems. There came a time where in the

manager encountered a certain problem. However, the manager did not let that to affect

her and her way of thinking, but instead the manager believed that there will be always a

solution in every problem.

Talking to the people and doing production operations. Talking to the costumers

will give a good impact on the food park because they will know that the staffs are all

approachable and doing production operations will help the control of the business

Domain II.

Themes:BENEFITS OF COMPETITIVE STRATEGIES

Having an edge in themes. The food park’s edge is having a theme, which

helped the business to be different and be recognized as the first themed food park in the

Philippines.
xxvii
 Set Goals and objectives. Their main objective is they want the customers

to leave with a smile and full because they were satisfied with they have got. They also

set a concept which will increase the food traffic of the food park every month.

Established ways to maintain the edge. Being consistent to not be far with

new food parks, and improve every weakness.

Importance of having and edge. Having a good quality of product, good

place and accommodating staffs. In this way, the food park will be easily recognized

remembered.

Domain III.

Themes: COMPETITIVE STRATEGIES

Focusing on the demographic of people near them. Food parks focuses

on the demographics near them that can be the possible customers.

Uniqueness. Being unique from others is very important for the business

because it will set apart your business from the others, and customers will notice

your food park easily if it is distinct from other competitors.

Appropriateness. The manager stated that the competitive strategy will

only work if it is appropriate and helps in reducing to encounter possible conflicts.

Good communication skills. The manager and the staff had a team work to

think of a solution when it comes to financial problem.

xxviii
 Being stable with the strategy. It will reduce and prevent the business in

having problems.

Mastery in business. It is one of the key for the business to last longer.

Being active in social media.They used social media to promote the food

park and being relevant in social media is important is most of its customers were

in the digital space.

Creating proposals. They created proposals such as having offers to those

who want to rent for them to add up the capital of the business.

Domain IV.

Themes: Strategies that helps the costumers decide to choose their food park

Have some special events in the place. Special occasions like Valentine’s day,

Mother’s Day etc. will help the food park in boosting many more costumers that will

visit their place.

Maintaining good reputation. They protect their name in Social Media because if

they did something that will not satisfy the costumers, it will affect the whole food

park and it will give the costumers a not satisfying sensation.

Being friendly in social media – One of the factors why costumers will choose

their food park and having an 80,000 likes on Facebook

Having loyal customers – It is a good impact because as their loyal customers

keeps coming back it is a good sign to other costumers to visit their place because of the

feedbacks they will hear from the loyal customers.

xxix
Interpretation of Data

Competitive Strategies that food parks use

Food Parks thrive to be different against each other just to be noticed by

customers. There are different competitive strategies that are being used by the food

parks as of now around Metro Manila like, some of them focuses on the demographics

near their food park that can be their possible customers. It is important for the Food

Parks to be unique among their competitors and that will be one of the Food Parks aces.

Appropriateness will only work if it is appropriate and helps to encounter possible

conflicts. A good communication skill is also one of the competitive strategy of food

parks for it may be a big help for them to have a good communication between the

manager and staffs. Social media is one of their way to promote the food park and being

relevant in social media because it is important in most of the customers. For the food

parks to increase the level of their sales, the managers focus more on offers and events to

catch the attention of the customers.

Strategies that helps the customers decide to choose their food parks?

In doing a foodpark you have to set a competitive strategies to help the costumers in

choosing the food Park they want te o visit. First of this is to have or to create some

events in their place if there is a special occasions like, Valentines day, mothers day and

etc. It will help the food park in boosting cistumers, also next the food parks must

maintain a good reputation, being friendly in Social media, and lastly keeping their loyal

costumers.

xxx
Food parks utilize these competitive strategies in their advantage

The food parks utilize the competitive strategies in their advantage by having a

themewhich helped the business to be different and be recognized as one of the famous

food park in Metro Manila. Also they want the customers to leave with a smile and full

because they were satisfied with they have got. In order for them to be consistent or not

be far with new food parks they must be able to improve every weakness. They can

produce a good quality of product, good place and accommodating staffs. In this way, the

food park will be easily recognized remembered. However, The Food Park is setting up

goals to be achieve by giving what the customers wanted and be consistent to be on top

of all the food parks around Metro Manila and because they are the pioneer, the other

Food Parks is now the improved version of them. Also it focuses on the customer’s

happiness, they always want the customers to go inside the food park happy and leave

happy. For the Food Park to stay longer the participant should understand the problems of

the tenants whenever they are having some conflicts about the stall, they need to

understand and hear about their concerns.

xxxi
 CHAPTER IV

CONCLUSION AND RECCOMENDATION

Competitive Strategies were conducted by food parks to achieve certain goals, it

is for the food parks or like any business is to earn profit and be successful. But success

that is built by trend is not easy to handle, food park industry is unstable and not easy to

handle, it is unstable as its customers will only come if food parks have more room to

accommodate, if they have enough parking space for their customers and if customers

can sit and enjoy the ambiance, if the food park is affordable, not all customers of food

parks were that rich, some has just enough money to buy a decent food for their own,

some food parks, marks their price higher than usual, expecting that customer would

cling into it, but as the time goes by customers got more practical on what food parks

offer affordable yet has distinct flavors on their food. Food park owners does not own any

or some of the food stalls, they are just leased and has a contract that varies under what

the owner and the tenant has agreed, some tenants entered the food park industry

knowing that it is on peak at that time that just because they invest, it will guarantee them

the profit they wanted but that is not the case, it solely depends on the customers if they

will buy their product. The competitive strategy that is conducted by food parks is

heavily influenced by Porter. Over All Head Cost, Differentiation, and Focus were

heavily used by these food parks, some food park managers that the researchers have

interviewed, gives their busboys more day off or rotations in work shifts, the manager

even stated that some of the busboys were fired just to save expense. Differentiation is

the main source of competitive strategy of the food parks, as said earlier, the food parks

wants to be noticed by customers so the food parks, innovate themes that pleases the

xxxii
customers. Focus is used also, it is used when in times of problems, if the food parks is

releasing money than from what it is earning the food park manager will focus to cut

cost. The food park will focus what went wrong, the food park will focus what are the

things to resolve the problems that the food parks are facing. In addition, strategies that

helps the customers decide to choose their food park were being relevant in social media,

it is because most of the customers and possible customers of the food parks is on social

media it is a great way to showcase what the food park offers.

Recommendation
Based on the research that is conducted, the researchers would like to recommend

the following:

1. Focus on food traffic of food park how it increased and how it decraeased

in a span of time as the interviewee said that food parks used to have great food

trafiic before the research has conducted

2. The future researchers can focus on the past competitive strategies that

food parks has used during the peak of food park

3. The future researchers can also focus on what are the significant factors on

how it reached its peak and how it plummeted within a short span of time

xxxiii
REFERENCES

Ahmedova, S. (2015). Factors for Increasing the Competitiveness of Small and Medium-

Sized Enterprises (SMEs) In Bulgaria. Procedia- Social and Behavioral Sciences.

Pp.1105-1122.

Gorb, O.A. (2016). Organizational-economic mechanism of management of food

industry enterprises competitiveness. Annals of Agrarian Science, Vol. 14, Issue 3, pp.

191-195

Business, M. (2011, August 29). MoreBusiness.com helps you start and grow your

business with tutorials, templates, webinars, and licensable

Kannammal, G., Dr. Suvakkin, M. (2016). “Emerging Marketing Strategies of Fast Food

Industry in India”. ISSN: 2393 – 9125. P.55

Porter, M. (2008). Competitive Strategy: Techniques for Analyzing Industires and

Competitors. NY: The Free Press.

Eagle News (2018). Food Park- the newest food trend. Available at

http://www.eaglenews.com/food-park-the-newsest-food-trend-

xxxiv
 APPENDIX A

LETTER

Greetings!
To whom it may concern,
We, students of Far Eastern University High School, in the ABM Strand will
conduct a survey in fulfillment of our requirement in Practical Research 1, it is about
gathering, interpreting, and analyzing information to resolve specific problem which can
be a tool to formulate the research paper. The title of this research is Qualitative Inquiry
on the Competitive Strategies of selected Food Parks in Metro Manila. This research aims
to have an inquiry about the competitive strategies used by the Mangers of the selected
Food Parks in order for them to have a competitive advantage against their rivalries. Vital
information contains your name, occupation, name of the Food Park you are working is
strictly confidential and will be only used for educational purposes. The interview will be
composed of ten questions but some of it has follow up questions because it needs more
information.
The researchers are asking for your permission to be interviewed and your
participation is highly appreciated. If you have any questions and inquiries feel free to
message us through this email: hopetrinity4@gmail.com or through this number:
09063150094. Again, we are hoping for your kind consideration. Thank you and God
Bless!
By signing this consent form, I certify that I _____________________ agree to the terms

of this agreement.

Delos Santos, James Ace G. Mactal, Lance

Dinglasan, Jester John Malabanan, Aubrey M.
Enriquez, Hope Trinity B. Tordesillas,Alyssa
Inductivo, Beatriz
Noted By:
Alvin Joseph D. Mapoy
Practical Research Professor

xxxv
 APPENDIX B

RESEARCH INFORMATION SHEET

This informed consent form is for the managers or owners of the Food Parks and who we are
inviting to participate in our research in relationship of Competitive strategies used in food parks

Research Title: A QUALITATIVE INQUIRY ON THE COMPETITIVE STRATEGIES

OF SELECTED FOOD PARKS IN METRO MANILA
Researchers:Delos Santos, James Ace G, Dinglasan, Jester John, Enriquez, Hope Trinity
B., Inductivo, Beatriz, Mactal, Lance, Malabanan, Aubrey M., Tordesillas, Alyssa
Purpose of the Research:
The purpose of this research is to know the competitive strategies used by the selected
food parks in Metro Manila in order to gain adavanteage toward their rivalries and to
know how the managers are doing their jobs in order to have a good management.
Voluntary Participation:
Your participation will be voluntary, in case you don’t want to have any interview or
answer any questions that we have, we will definitely understand and respect your
decision.
Participant Selection:
The participation of the manager or the owner is being requested in this research study
because they fit and capable of answering the questions that we have made and more
knowlegable enough about the food parks.
Procedures: .In this interview the researchers will only ask the question that they made
if you think there are some questions that is too personal or offensive you may skip and
process to the question. Before the interview will start we will be using voice recorder
and your participation will be only used for research purpsoses only
Duration: The interview will last for about 15to 30 minutes.
Possible Risks:
The possible risks of this research will be, some of the managers may not answer
questions because it may affect their management, or too personal for them.
Benefits:
There will be no specific benefits for the interviewee, but their voluntary participation
will more likely contribute to the researcher’s knowledge about the competitive strategy
of the food parks.
Confidentiality:
The information that will be given to the researchers will strictly be for their research
only. It will not be used in anything witout the consent of the management and the
researchers will make sure that the other food parks will not know that information that
was given.

xxxvi
This research study has been reviewed and approved by the officials of Far Eastern
Universtiy High School, whose task is to make sure that research participants are
protected from harm. If you want to know more about the research study or have any
concerns, contact us at 09063150094 or at hopetrinity@gmail.com
Certificate of Assessment

I,____________________ as a (manager)___________________have been asked to give

consent

To (name of manager)_______________________to participate in the research of Group

2.4 about the competitive strategies of selected food parks in Metro Manila.

I have read the forgoing information. I had the opportunity to ask question about it and

any questions. I have been asked and have been answered to my satisfaction. I consent

voluntarily to participate as a respondent in the study.

Printed Name of Manager____________________

Signature of Manager_______________________

Date______________________

Day/month/year

xxxvii
 APPENDIX C

GUIDE QUSETIONS

Interview Guide
1. When and how did the food park you are handling started?
1.1. When and how did your interest in entering food industry happened?
1.2. Why did you choose this kind of industry?
1.3. How did you get the capital for your business?
1.4. What or who are those that helped you decide on choosing this business?
1.5. How did you executed the plans?
2. What do you think is the edge of the food park you are handling against others?
2.1. What made you say that you have that edge? Against your competitors
2.2. How did you come up with those ideas?
2.3. How can you maintain that edge among the other food parks?
2.4. In what way does having an edge among other food parks is necessary?
3. What are the problems that the food park faced and how did your competitive strategy
resolved your problem?
3.1. What will be the possible effect in your business if the management
strategy does not apply? *What are the benefits of the competitive strategy
applied?
3.2. How efficient does the competitive strategy work on food park business?
3.3. What competitive strategy will you choose when dealing with financial
problem?
4. How does the food park utilize the competitive strategy to the fullest?
5. What are the things that the managers or the owners can advise in using the
competitive strategies for the food parks that had just started?
6. How is the food traffic of Food Park as of now?
7. What are the significant ideas that are needed to construct a competitive strategy?
8. What are the competitive strategies that is being used by the food as of the moment?
9. What are the competitive strategies that worked on your advantage?
10. How do food park managers and owners maintain and handle a good and effective
competitive strategies?

xxxviii
 APPENDIX D

TRANSCRIPTION

Interviewer: First po yung name nyo po and yung Food Park po na mina-manage niyo?
Interviewee: Uhm I'm Pichi Policarpio Food Park manager of carnival Marikina and
Funland Fairview Interviewer: So when and how did the food Park you’re handling
started?
Interviewee: Uhm yung carnival food Park nagstart siya December 2016 and then yung
Funland Fairview naman July 2016 so, uhm ano kami ngayon operations namin is more
than one year na for both food Parks
Interviewer: When and how did your interein entering food industry happened?
Interviewee: Uhm ako kasi well uhm, prior to this meron na din akong previous jobs So
yung ibang jobs ko sa food industry na rin pero ang assignment ko doon work assignment
ko is more of marketing, trade marketing so eto kasi is more of operations eh So halos
same industry pero magkaiba lang ng tasks, Ito pinili ko sya kasi well for me personally
ito kasi yung industry na hindi ko pa napapasukan or hindi ko pa nata-try so for work
experience and siguro kasi iniisip ko rin since start of business kasi ito ng owner so
parang gusto ko rin iapply kung ano yung mga natutunan ko from my previous jobs so
yun siya parang win win situation for the both of us
Interviewer: What or who are those that helped you decide on choosing this business?
Interviewee: Well on the part ng owner sila kasi pinili nila itong business na ito kasi it’s a
family business actually it's a family Corporation so sila into real estate business talaga so
sila they came a point in time na talagang ito yung usong business eh kumbaga pag may
food Park talagang dinadayo kasi bago so sila tinry din nila to come up with food Park
pero ang kaibahan lang nila From all the other foodparks ito kasi themed or thematic so
yun yung parang naging edge nila yun talaga yung naging objective nila na kumbaga
parang maiba sila or umangat sila doon sa ibang Food parks nilagyan nila na theme so ito
kasi yung carnival Marikina is the First themed food Park in the Philippines
Interviewer: So yun po yung naisip nyo na edge ng food Park niyo against others?
Interviewee: Yes oo and aside from the theme kami kasi dito kumbaga kasi since pag
sinabi mo Carnival kaya ayun din yung pinili nilang theme kasi gusto nila masaya saka
appealing to all ages and all classes so sa amin naman syempre importante yung food
Kailangan talaga masarap tapos as much as possible unique yung concept and aside from
that kumbaga holistic yung experience na makukuha ng customer so aside from the food
na masaya nilang mae-enjoy pati yung place although It's Simple pero yung Vibes niya is
fun kaya siya carnival So yun din yung isang gusto namin na pag pumasok sila masaya
Sila lalabas din sila ng masaya at saka Busog so aside from that we also have monthly
events Major and minor basta we see to it na talagang monthly meron kaming happenings
dito so in a way nakakatulong din kasi yun sa amin to increased food traffic

xxxix
Interviewer: How can you maintain that Edge among other food Park?
Interviewee: well medyo mahirap kasi sa ngayon yung iba rin kasi meron na rin silang
kanya-kanyang concepts so kami siguro ang Edge namin since kami ang nauna kami
yung pioneer so kailangan na lang talaga namin is maging consistent saka kumbaga hindi
kami pwedeng makampante eh na porke established Na kami chill na tayo so kami
kailangan pa rin namin maging far with our competitors so ano rin kami dyan we make
sure na talagang meron kaming weekly or monthly na competitive checks with other food
parks since Yun din since nauna kami luma na kami So yung mga lumalabas ngayon
foodparks sila yung mas improved version ng mga foodparks before so yun yun yung
talagang inaano namin ngayon na kailangan ma- maintain namin na kumbaga isa pa rin
kami sa mga top food parks na pinupuntahan ng tao
Interviewer: In what way does having an edge among other foodparks is necessary?
Interviewee:Kasi sa ganitong business kasi importante may recall It's either marecall ka
ng tao kasi masaya yung lugar masaya yung theme nag-eenjoy sila or masarap yung food
so for us importante yun eh Kasi nga isaiyon sa mga ways para maging consistent din
yung food traffic namin kasi kapag syempre kapag nag settle lang kami na ganito lang
tayo so paano kapag nagsawa na yung tao sa amin saka paano rin namin maeengganyo
yung tao naitry or puntahan yung Food Park naming
Interviewer: What are the problems that the food Park faced and how did your
competitive strategy resolved your problem?
Interviewee: Well dito sa area na ito ano kami kami yung nauuna pero ang hirap na
nakikita na namin iyon is dun sa kabilang side andami na Ito na yung improved version
namin so with that talagang yung competition dito mas mahigpit so kailangan namin
talagang gawin to Come up with a certain Marketing Strategies para hindi rin kami
mawalan ng food traffic kasi ano naman yung tao naman kasi usually kung ano talaga
yung bago yun yung pinupuntahan So yun fortunately okay naman kahit paano okay pa
rin yung business dito.
Interviewer: What will be the possible effect in your business if the management strategy
does not apply? What are the benefits of the competitive strategy applied?
Interviewee:Well syempre kapag on the management side kung mismanaged yung Food
Park automatically may tendency yan na mag close so unti-unti yang kung hindi okay ang
relation namin with the tenants isa-isa iyang mag cclose yun yung isa magiging major
factor para mag close din yung business kasi syempre kapag nakita nung mga prospects
namin na marami nagsasara iisipin nila na may problema sa management or mahina na
yung Food Park wala nang pupunta na tao So yun nga gaya ng sinabi ko kanina,We come
up with certain marketing strategies saka meron kaming mga offers na binibigay doon sa
mga prospect namin na bagong tenants na hindi ino-offer ng iba so isa dyan yung no cash
out na contracts for new tenant so dito kahit walang security deposit pwede silang mag
operate and we do consider them halimbawa sa mga present na tenant namin kung alam
nilang Mahina na yung sales nila so we are open give them consideration na pwedeng
iwave yung rental so kami kasi ang habol kasi naminIs hindi sila umalis so ang pinaka
objective namin everyday parang kailangan is either meron kaming makuhang bago to fill
up yung mga vacant na mga stalls spaces tsaka yung mga gustong mag pull out mapigilan

xl
namin so yun yung pinaka challenge dito tapos siguro isa pang challenge sa staff yung
management kasi ng mga Food Park meron talagang meron kaming team, May separate
theme kami So yung stalls kanya-kanya din sila ng staff so ang pinaka challenge dito
Syempre kailangan namin iimplement yung Food Park rules and regulation so since
marami dito maraming staff marami rin ang nagpapasaway At times so Kami kasi gusto
namin disiplinado yung tao kasi syempre kung madumi yung Food Park wala rin pupunta
kung bastos yung staff lalong walang pupunta may customer complaints pa so with that
very particular kami para at least yung image talaga Carnival ma maintain namin na
maganda
Interviewer: how does the competitive strategy work on food Park business?
Interviewee: sorry what's your question?
Interviewer: How was the competitive strategy work on food park business?
Interviewee: Paano ko ba to sasabihin? Efficiency? Uhm siguro ano na lang ano lang yan
eh Kung okay yung strategies mo maglalast yung business mo so yun lang siguro kasi
kanya-kanya rin may kanya-kanya talagang challenges bawat business especially itong
Food Park kasi nga andiyan yung competition kasi sabi nga nila foodparks ito ang siya
katulad nung mga restaurant or mall na talagang ano siya yung for long term sabi nila
Food Park is short term lang so kami although may kahit paano may truth naman about
doon eh pero we Parang kami we make sure na hindi kami magiging isa doon sa Food
Park na talagang nagclose lang ng basta basta so kami actually we are happy na ano kami
na survive kami 1 year ang goal namin ngayon Talaga is makaabot ng 2nd, 3rd, 4th and
5th year so ano lang siguro Kailangan lang talaga namin mas maging aggressive and
talagang pag aralan yung market para maka survive nang business. Interviewer: what
competitive strategy will you choose when dealing with financial problem?
Interviewee: Siguro kahit saan naman talaga present yan kasi meron talagang business
kasi may in months Meron din talagang panahon na malakas so syempre during those
months na malakas kailangan maximize, maximize mo na talaga para at least pagdating
nang in month prepared kami kasi nangyayari iyon sa amin lalo na kasi ang concern
namin wala kaming roofing kasi pag summer okay kami pag holidays okay kami
weekend okay kami pero pagdating ng months na maulan talaga ie-expect namin na
mababa ang food traffic So ibig sabihin wala masyadong benta,lugi so pag ganun meron
din kaming proposal para ma prevent yun para at least kahit papaano rain or shine
makaka accommodate nang customers yun lang bali ang ginagawa namin in terms of ano
naman finances monthly meron kaming well tinitignan namin kungs aan kami mataas ang
expenses so dito kasi ano yan usually talaga utilities so na experience na namin na
maputulan kami ng Meralco and ng water so kami very strict na kami ngayon sa
collection ng payment para at least makapag comply din kami sa deadline nung mga
companies tapos sa rental ganun din na experience din namin na may mga di kayang
magbayad so hindi naman pwedeng hindi nila bayaran either mag Pull out sila bayaran
nila yung balances or pag uusapan or pwede namang standard payment kasi syempre
kami meron din kami commitment na kailangang bayaran So ganun na lang ano lang
kami open communication lang talaga with everyone and internally management naman
ganun din kumbaga we make sure sensitive kami enough sa needs nang food Park para at
least natutugunan and nagagawan ng paraan. Interviewer: How does the food park utilize
xli
the competitive strategy to the fullest Interviewee: Siguro in relation dun sa sinabi ko
kanina na kapag Yun nga pag ito yung na malakas and also maximizes the weekend so
automatic yan pag weekends talaga maraming tao So doon din kami nagsasabay ng mga
pocket events para at least Although Alam naman namin na mataas ang food traffic pero
may possibility Paano na mas maincrease kasi nga once na magsawa yung tao sa pagkain
na wala namang bago sa foodpark hindi hindi napupuntahan and hahanap sila ng ibang
pupuntahan So yung mga events na yun nakakatulong para maka top din kami ng ibang
market.
Interviewer: What are the things that the managers or owners can advice in using
competitive strategies for the food Park who had just started?
Interviewer: Uhm.. pwede pong magtanong? Uhm when and how did the food park you
are handling started?
Respondent E: Ahhh.. so I handle El Fresco Food Park sa project 8, it started october
2016.. it opened October 2016.
Interviewer: And when and how did your interest in entering the food park industry
happen?
Respondent E: Haaaa. Interest food park kasi actually started mga early 2016 yata e. The
box park una dyan. Ahhh.. My husband kasi e talagang entrepreneur and his group of
friend so, so they used to own bars mga ganon tapos their looking for another business
venture lang and they saw a place, they’re will actually deciding between bar ba o food
park? Eh since medyo residential yung area maraming tao, they decidedna lang sa food
park. Pero interest, hindi talaga siya interest prior to that eh. They just wanted another
business lang that walled siyempre benefit us and others as well.
Interviewer: And why did you choose this kind of industry po?
Respodent E: Ahm.. Naghahanap lang nga kami ng business, another business venture.
Ahhm. And then kasi because of the location, it is more residential rather than
commercial area talaga so mas perfect si food park that’s why they put it there and
walang food choices kasi dun sa area. So that’s stare first parang ahhh.. point to bakit ba
sila nag food park.
Interviewer: Parang sa ano po.. bago po mag start yon. Parang paano po inexecute yung
plans on how to build and..
Respondent E: Uhhhhm.. When they decided na food park ang gusto nilang itayo. They
came up lang with the team of architect, engineer just for the design. They put their input
parang brainstorming lang talaga and then tuloy-tuloy lang, and when once the design
approve na. Nagconstruct na kami, during the construction that’s when I looked for the
tenants, yung mga stall concessionaires so simultaneous para by the time na we opened
meron na rin kaming stalls.

xlii
Interviewer: Uhhhm. What do you think is the edge of the food park you are handling
against others?
Respondent E: In the area kasi kami lang yung nandon, so unlike in the other areas like
here in congressional extension, tabi-tabi sila dyan before so when we choose the location
lang don. Wala kaming competitive ano dun eh.. walang kaming competition in terms of
food park and in terms of food as well. Uhm meron lang don Mcdo and then nothing else
parang puro karenderya na ganon..so we wanted to offer a place for families and group of
friends to go dun sa area na yun talaga.
Interviewer: Ahhh. Okay po. Uhm. In what way does having an edge among other food
park is necessary po?
Respondent E: Ahhh malaking factor siya. Well in terms of balik ako sa competition na
katabi dapat you should be able to offer something different lang din talaga from the
other eh. What we did was uhh.. aesthetics base uhh.. aesthetic wise, we made it different
lang na istura kasi before all most all food parks puro container.. container vans yung
mga ginagamit, so we di kami gumamit ng containers na.. and then we just made it
cleaner kasi most of the food parks before pebbles lang yung flooring, nakamonoblock
lang yung chairs. Gusto namin medyo comfortable dining, so if you been there or you
saw photos nakabato yung ano namin parang tiled stones yung flooring namin. And then
wood yung chairs before we made it naman presentable and comfortable for diners and
then.. aha. Yung importance niya is very big kasi like. I-Im not nothing against naman
other food parks kasi o-of course its sad na nagcloclose yung iba. I think yung naging
problem with others is because is tabi-tabi na sila bigla, so siyempre if Im the consumer.
Ano pa yung uhmm.. icoconsider ko why will I go to your food park instead of this?!
Sobrang tabi-tabi na sila, so parang nagpatayan sila on their own..Uhh.. Siguro yung
medyo edge lang talaga namin, because why were still open now is wala kaming
competition dun eh. So aside from the ambiance that we wanted to offer, wala rin naman
talagang kalaban na..so I think kasi yung iba naging problema is because sobrang tabi-
tabi sila. Wala na nag kuhanan na din sila ng market nila.
Interviewer: And geographic location po yung edge niya kasi road na po eh, nadaanan na
lang.
Respondent E: Oo uhm.. Yeah. Yun pa yung accessibility dapat kasi kami is accessible
kami through jeepneys and uhh.. Fx and tricycles yung iba kasi nga mahirap icommute,
you have to own a
car to be able to go diba or maggagrab ka, taxi medyo costly naman yun for your people.
So yung samin lang kasi nga may kahit na kajeep ka lang. Baba ka lang tapat na talaga.
Interviewer: Uhmm.. Kasi po nagpunta po kami dyan dati tapos yun nga po. Nasa eto na
po yung food park niyo tapos eto na yung daan.
Respondent E: Oo daan. Along the road talaga siya eh, so food traffic wise meron
talagang palaging dumadaan, so if bigla kahit wala kang plano matakam ka lang konti.
May possibility bumaba ka pa rin just to eat.

xliii
Interviewer: Thank you po. Tapos what are the problems that the foodparks face and how
did your competitive strategy resolve your problem?
Respondent E: Uhhh. Maraming mga challenges that within see prior to opening this kasi
it is a very different types of business than just owning a bar or a restaurant kasi with
whose kind of business kasi hawak mo yun eh. Uhmm. You can study your market, you
can adjust your service but kasi in the food park like especially sa amin, kami yung uhm..
Naghahandle ng pinakafoodpark, wala kaming control with the food quality kasi that’s
the concessionaires call eh. Wala kaming control on, siguro the tastes, the serving
whatever eh yun yung parang pinakapupuntahan talaga ng tao. So it’s the food yung
nature of business namin is nakasalalay sa nagrerent sa amin actually that’s what we
realize later on lang na.. So if hindi masyadong uhmm.. business minded yung nagparenta
susuko lang yan bigla. So once sumuko like magcloclose sila ng stall, wala na kami
parang hindi na ganon kaganda aesthetically yung food park kasi biglang may bungi right
now, if you been there uhm.. some stalls are closed and it’s hard then pala to look for
another uhh.. person who’s willing to enter again in the business ng ganon ganon lang, so
before we thought meron yan. Meron naman talagang negosyante but then it’s hard to
just, diba pull them di mo naman yun macocontrol eh, if they wanna go out of your food
park. You cannot control that, so yon lang siguro yung pinakachallenge is this is the type
of business na hindi mo hawak yung pinaka operations niya kasi it’s a mutual relationship
between tenants and sainyo and it’s malaking factor na nakasalalay kayo sa kanila, sa
mga tenants kasi sila yung mga nagseserve ng food, sa kaniya nakasalalay yung
presentation, yung taste, yung price, and everything. Yun.
Interviewer: And what will be the possible effect in your business, if the management
strategy does not apply? or what are the benefits of the competitive strategy applied po?
Respondent E: Competitive strategies meaning… Paano mo papasimplify uhh.. nasaan na
ba tayo?
Interviewer: Ahh eto po. Parang yung strategies niya po para piliin yung food park mo sa
ibang food park uhh instead of others. Kunyari po diba dito, marami rin pong food park
dito parang ano po yung mga naging strategies niyo na dun sila pumunta sainyo.
Respondent E: Uhhh. Parang what. Ano namin yeah kasi nga before we wanted our ideal
ano talaga is kaya we named it El Fresco is to offer El Fresco dining diba, we wanted it
garden themes sana, we had lots of plan and all.
Interviewer: Open space po kasi yon eh.
Respondent E: Yes. Open space in all but then now, we adjusted it if you went there
nakabubong na kami all through out eh. End to end. Before it’s there a open space sa dulo
diba actually that’s the best place to sit down before and dine but then during the
operation syempre the tenants were asking na ibubong kasi kapag umulan, basa nga
naman talaga and all. So eventually siyempre pinagbigyan naman naming yung tenants
kasi it’s part of the business. Nag iba yung ambiance niya tuloy, dumilim siya even
during afternoon. Dati that’s the open area that’s parang very nice to dine na may sun and
all. So now kumbaga from our original plan we wanted to offer uhh.. parang garden
ambiance to the people na wala na yon. Uhhm. Para puntahan kami, feeling ko malinis pa

xliv
rin yung layout lang kasi ng food park namin than others is parang ang gulo gulo. So it’s
a peaceful place for family and friends kasi yun talaga ang target namin family pa rin kasi
marami kaming market na family and with babies. Yun I think.
Interviewer: And how efficient does the competitive strategy works on your food park
business?
Respondent E: Efficient?? Hmmm. When you say sa competitive strategy kasi yung mga
factors na pinili lang namin just para maattract yung market. Uhhm.. It’s a big factor lang
kasi kumbaga you’re gonna, you have to adjust your service sa consumer mo eh. Kasi sila
yon eh. So like before when we started kasi ngayon may smoking ban na eh but nung
wala talaga, nakahiwalay yung smoking area and non-smoking kasi nga maraming
babies. We don’t want to mix them with smokers uhh.. yung mga ganon feeling ko small
details like those factor talaga siya sa isang business kasi like naaappreciate ng parents
yon. When you do those things na hindi naman nila dinemand pero you do it talaga agad
for them.
Interviewer: And. Uhm.. Ano po yung mga competitive strategy na ano you will choose
when dealing with financial problems po?
Respondent E: Uhhhm.. Competitive strategy? Paano yan? Please expand ng konti.
Interviewer: Parang ano po..Uhm.. Kasi po diba may times na hindi naman po laging
maganda ang takbo. So kailangan po kasi minsan paano po yung nag aadjust po parang
mas.
Respondent E: Uhhhm.. Just to survive siguro na ano? It’s an internal work eh sa mga
nagmamanage talaga yan eh. Like now kasi talagang before siyempre if you will just do
the numbers. Kung puno yung stalls ng food park, so multiply the rent diba? Compare to
now na ilan talaga yung bukas na lang. Uhmm.. In terms of that you’ll just have to cut
cost siguro like before we started with mga four or six busboys yung cleaners na ano.
Yan that’s one thing one pala na we offered na wala sa food park before so we had our
own employees who would clean out the…
Interviewer: Yung iba po kasi wala eh.
Respondent E: Oo kanya-kanya yung iba eh. Actually clean go dapat talaga ang mentality
ng food park eh but then hindi kami naging ganon so like for the tenants that’s extra
service from us na they won’t mind about their dishes na being cleaned out kasi yung
employees namin yung magdadala sa stalls nila. So yon before we started around six
busboys kasi sobrang dagsa naman talaga yung tao. So now since hindi naman na ganon
you’ll have to cut, you’ll have to either rotate them, give them more day off and yun then
wala you just have to cut cost lang talaga ng food park mo. Anyway it well uhh. Aano
naman yun eh susunod ng konti since hindi na ganong kabusy rin yung food park, hindi
na rin ganon kacostly yung uhh. Yung expenses.
Interviewer: Uhmm. How does the food park utilize the competitive strategies to the
fullest po?
Respondent E: To the fullest… Hmmm. To the fullest talaga? Hahaha..Uhhh.. Hindi ko
maexplain paanong to the fullest, parang whatever plans you have prior to opening and

xlv
during operations of your business naman na uhh.. Parang andyan na yan eh. Lalatag lang
siya, it will go along the way lang din and then you’ll just have to think of another
strategy and you want just to adjust on the.. diba flow of the business kasi iba-iba talaga
yan eh. Iba-iba yung, yung biglang pasok ng tao, yung gusto nila like now were more
than a year na. Napapansin namin now na siguro nagsasawa na rin sila dun sa mga food
na nandoon kasi, actually yung mga nandoon ngayon some of them mga original tenants
din pa talaga, so they been eating that siguro for more than a year na malamang sawa na
sila, so right now were uhm.. ahh.. convincing our tenants to offer naman new dishes. Sa
ano naman nila, sa stalls just to have something new para rin sa mga tao to try.
Interviewer: Kasi po I remember, parang sa right dito po may burger? Tapos dito po may
bar na po.
Respondent E: Yeah sa dulo may bar na. Yeah so like now pati yun si bar kasi we offer
lang bottled beers lang naman na ganon. There coming up with mix drinks na rin
cocktails. Parang something new ulit na puntahan niyo ulit at i-try ulit doon sa park. Yun.
Interviewer: Uhmm.. What are the things that the managers/owners can advice in using
the competitive strategies for the food parks who had just started po?
Respondent E: Who had just started.. Hmm. Actually, it’s a very hard business to manage
the food park kasi I rather have a business na yun nga. Yung hawak ko lahat eh than
ganyan kasi before even when we started maraming tenants, maraming reklamo,
maraming people to deal with. Iba-iba yung mga gusto nilang mangyari and it’s hard na
diba you can not give everything eh. You can not please everyone, merong ibang stalls
dun na masaya kasi ang taas ng sales nila, may stalls dun na wala eh we can not control
that kasi that’s, it’s actually this business depends on the product you are selling talaga
eh. So in terms of… sa mga gustong mag food park pa.. just give something new and
fresh talaga sa tao. Sa dami ng food park kasi now, ano pa talaga oo. Even I’ve noticed
kasi even food inside the food parks halos pare-pareho na. Iba lang yung pangalan, iba
yung owners, iba yung look but then it’s almost the same food eh. Actually that’s what
were thinking about now kami nung mga partners ko. Bakit maraming food parks ang
nagsasara nga ba? Bakit hindi siya surviving unlike having just a restaurant? Ano yung
problem? Ano yung nagcocost bat. Feeling ko ang bilis sawaan ng tao yung food na
inooffer sa food park. Once it is limited kasi for the stalls diba? Limited lang talaga yung
food na maseserve nila uhhh.. Pero bakit nga? Haha yun lang. Siguro it’s talagang if there
are others food parks pa talaga na mag oopen. Pag aralan ng husto lang yung food that
they will be serving kasi doon nakasalalay talaga yung business.
Interviewer: Uhmm. Thank you po. Uhmm. What are the things that the managers
significant ideas that is needed to construct in competitive strategies?
Respondent E: Significant idea.. Siguro just always consider the market eh kasi sila yung
syempre the, yung consumers ang magbibigay sa inyo ng income and if walang income,
wala of course. Walang magbubusiness diba, so it’s.. it’s surviving talaga and all eh.
Interviewer: Uhmm.. What are the competitive strategies that is being used by the food
park as of the moment?

xlvi
Respondent E: Right now… Right now, we want to attract again the people kasi talagang
bumaba na yung food traffic unlike before so now were constructing a ktv don. So and
then were magrerehash ng konti ibang stalls can have offer new dishes just so yung kahit
dati naming market, dati naming customers and yung customers will come again and
have something new to do and to try sa food park.
Interviewer: Tapos po. Uhmmm.. What are the competitive strategies that work on your
advantage?
Respondent E: The location siguro noh. Wala nga kaming katabi na ibang food park it’s a
big factor na rin kasi wala kang ibang pagpipilian na food park. Yun.
Interviewer: And how do food park managers/owners maintain and handle a good and
effective competitive strategies?
Respondent E: Maintain… Kasi as the food park owners you have your plans nga for the
food park but then you have to communicated with the tenants as well. Kasi sila pa rin
yung, sila yung frontliners niyo eh. Sila yung nakikita nung tao. Sila yung pupuntahan
talaga ng tao. So it’s a mutual relationship talaga, you ask them what they think hindi
naman necessarily gagawin mo kung ano yung gusto nilang gawin but ask their opinion
as well, as their thought kasi minsan meron silang mga plans na hindi mo naiisip eh. Yun.
And they know your market actually better than you kasi sila yung nakakausap ng
customers so yung feedback ng customers usually sa kanila napupunta then have a good
relationship talaga dapat sa tenants. Yun.
Interviewer: May tanong lang po? Uhm.. Sa tingin niyo po? Uhm.. Magsusurivive pa po
ba yung food park industry sa Philippines?
Respondent E: I think mawawala sila lahat eh. *laugh* Even kami kasi right now, we use
to have 12 food stalls and the bar so pang 13 yon but right now. We only have 1,2,3,4,5.
Five food stalls and then the bar and then two ktv’s but the others will be opened then
naman na food stalls but kami na yon actually will be the one to open other stalls.
Interviewer: Para po macontrol niyo.
Respondent E: Oo, kasi wala na talagang, it’s so hard to get tenants now, it’s hard to get
and some kasi the challenge is may ibang tao na they get the stall thinking na they’re just
sell halimbawa fried chicken and it will sell. Ganon lang yung ano nila, but then yun
yung mga tao na… we just learned it through the process na merong taong akala nila pag
nagbusiness BOOM! agad iba sila sa.. We encountered kasi yung experience business
man na talaga na alam yung challenges na hindi siya madaling, hindi siya income agad
eh. You have to adjust, you have to ano. Yun yung gusto naming makuhang tenant
actually na it’s hard to get those tenants na I still get inquiries now sa stalls one thing to
rent but then kami mismo, pinagaaralan na namin yung tao if we feel like parang gusto
nito ang karenderya sa stalls namin, yung feeling ko ito lang yung gustong magbenta. We
say no na kasi ayaw na rin namin ng deal ka pa namin tas after 2 months sisihin mo kami
if you don’t sell. So that’s why kami na lang yung mag open ng stalls since kaya namin
and then just to attract people din. Then yung mga existing naming tenants now na
natitira pa full benefit as well cause you always have to think about them kasi if they
don’t sell, if they’re not happy with you alis sila eh. So dapat talaga alagaan mo rin talaga

xlvii
yung tenants it’s not just uhmm.. wanting to have income as food park owners kasi pag
inisip mo si food park madali lang yan renta lang eh. Yung iba mentality ganon, basta
may renta kayo, Oo may kita kami bahala kayo but then yan yung problem feeling ko
I’ve noticed some food parks na ganon before yung mahal ng rent, parang they don’t care
about their tenants. It’s your life as well, tatalikuran ka nila lahat wala ka na rin. So
sayang yung ininvest mo as the food park kasi may construction kayo sa food park diba?
So yun you shouldn’t be greedy lang din. We always that’s what we uhh.. always tell
naman the tenants. It’s also about you eh kasi nga kung wala kayo wala na kundi wala rin
yung ininvest namin don wala na. Yeah so kung sa tingin niyo mabubuhay pa si food
park, feeling ko may iilan na lang yung food park ngayon actually eh unlike before diba
na sobrang dami. Uhm.. feeling ko nasa food park owner na talaga lang siya on how to
survive. It’s hard kasi some are renting lang sa land, you invested on the rent, you
invested on the construction and then umaasa ka pa sa tenant mo na bawiin yon eh. If
wala ka nang tenant, wala ka na rin. So mababaon ka sa ano mo, sariling mong expense.
Feeling ko yun yung hard factor bakit maraming nagsasara. It’s not forever. It’s not like
fastfood sa mall kasi mall is may food traffic talaga eh. Sa food park random ang food
traffic niyan kasi kalsada siya eh. Yun feeling ko meron pang magsusurvive hanggang
mga for the next five years pero for the next ten years feeling ko wala na. *laugh*
Interviewer: Sa tingin niyo po ba kapag dinikit yung food parks sa mall magsusurvive
siya? Kasi malakas po yung food traffic eh.
Respondent E: No din kasi I’ve noticed before kung napag-aralan niyo si food ano, ang
nauso before yung mga banchetto diba? Until now may konti pa rin naman pero it’s not
for long term. Feeling ko dinadagsa siya sa simula because it’s something new, it’s
something fresh lang parang instagrammable diba? Yun yung, yun ang ano eh hype
ngayon eh. Instagrammable dapat everything oo but then if it’s always there kasi if it’s a
permanent thing. Pansinin niyo hindi na rin siya pupuntahan kasi parang everyweek
naman nandyan yan eh. Parang nextweek ka na lang oh nextweek na lang oh parang
ganon yung mentality unlike if it’s one time big time lang don, dudumugin yun kasi
parang next year na ulit babalik yan eh. Yung mga ganon.
Interviewer: Uhmm.. Kasi po diba po sa ano. Eh yung mga fastfood naman po nandyan
pa rin po sila kahit kailan diba po unlike eh sa food park din naman po nakastay din po
sila forever. Bakit po parang mas matagal yung life expectancy ng mga fastfood?
Respondent E: If you’ll notice kasi yung mga food stalls and food parks or yung mga
bazaar it’s more on fried food. Diba very limited in terms of your equipment yung wala
kang water, your accessibility ganon unlike sa fastfood permanent yan eh. So they can
cook whatever na parang may kusina talaga eh diba. You can cook something fresh in
terms of sea food and food parks it’s so hard to serve sea food kasi yung buhay niya. So I
think kaya na madali siyang sawaan it’s because medyo nakakaumay naman talaga yung
naseserve na food sa mga stalls lang. Yun parang iisa lasa niya eh diba? Parang anywhere
you go any type of fried chicken iisa lang naman lasa fried chicken eh konting konting
differents unlike sa mga fast foods na nasa mall iba pa rin talaga yung quality ng food eh.
Interviewer: Thank you po.
Respondent E: Okay. Thank you.

xlviii
xlix