1965

Que Family established

Tropical Hut Hamburger.
One of the first local fast food
chain introduce burger in the
Philippines.
1970
Mercury Drug Corporation
acquired Tropical Hut Food
Market Inc.
1980-1990
The Competitors of Tropical Hut Hamburger came,
That result in began of slow growth in some of its
branches.
Internal Environment
Our Mission
The pursuit of excellence in
providing the general public with
Our Vision
superior quality products at To become the No. 1 food service
competitive/reasonable prices as and merchandising in the country
well as prompt, convenient, with human and technological
courteous, friendly and effective resources at part with the best in
service. This is our commitment the world.
to God Almighty, Our Fellowmen,
family and Country.
Management
• They consider the quality of their
products to be of absolute
importance, it sets standards for
suppliers that are amongst the
highest in the food industry.
Marketing
• Tropical Hut Hamburger is
lacking on Marketing Strategy
and some product
improvement.
Finance 2015 2015
NET SALES -6.79%▼ TOTAL -9.41%▼
REVENUE ASSETS
TOTAL -6.7%▼ TOTAL -23.12%▼
OPERATING EQUITY
REVENUE
OPERATING 46.87%▲ OPERATING 0.91%▲
PROFIT PROFIT
(EBIT) MARGIN
NET PROFIT 31.19%▲ NET PROFIT 0.75%▲
(LOSS) FOR MARGIN
THE PERIOD
Finance
2015
RETURN ON EQUITY 3.53%▲
DEBT TO EQUITY RATIO 7.06%▲
QUICK RATIO -0.06%▼
CASH RATIO 0.01%▲
SWOT
ANALYSIS
STRENGTHS
 Established Brand Identity

 Wide Variety Product

Weaknesses
 Lack of Marketing Strategy
 Manufacturing Plant
 Imitable Products

 Financial Resources
Opportunities
 Strategic Alliance
 Technology
 Digital Marketing
 Increase Market in Rural Areas

 Franchising Agreement
Threats
 Government Regulation
 Change in consumer demand
 Strong Competition
 Substitute Product
COMPETITIVE
ANALYSIS
 TROPICAL HUT WENDY’S BURGER JOLLIBEE MCDO
KING
Types of industry Fast food Fast food Fast food Fast food Fast food

Founded 1962 1969 1997 1975 1981

No.of outlets 30 168 30 2001 33,000

worldwide
Product Burger Meals Burger Meals Burger Burger Burger
offered and Php.68-155 Php.130-300 Meals Meals Meals
Prices Php.99-175 Php.72-165 Php.65-150

Positioning “Sarap na babalik “Quality is “Have it “Bida ang “Love ko to”

statements balikan” our recipe” your way” saya”
TOWS MATRIX
ANALYSIS
 Internal Factors
External Factors
Opportunities
O1. Strategic Alliance
O2. Technology
O3. Digital Marketing
O4.Increased Market in Rural Areas
O5. Franchising Agreement
Threats
T1. Government Regulation
T2. Change in consumer Demand
T3. Strong Competition
T4.Substitute Product
Strengths Weaknesses
S1. Established Brand Identity W1. Lack of Marketing Strategy
S2. Wide Variety Products W2. Manufacturing Plant
W3. Imitable Products
W4. Financial Resources
SO WO
S1S2O1O4 Form a strategic alliance for W1O3 Use digital Marketing as a platform for
expansion of business in rural areas. advertisement
S2O2 Innovate existing products and services W2W3O1 Acquire the supplier in food
by the use of advance technology processing industry.
W3O2 Add value on Existing Products and
Services by the use of advance technology.
W4O1O5 Expand business by licensing
arrangement.
ST WT
S2T3T4 Improved customer satisfaction W3T1T2 Reduce using plastic materials
toward product innovation
W3W4T3T4 Divestment of underperforming
S2T2T3 Develop a healthy variety of foods. branches
ALTERNATIVE
COURSES OF
ACTION
ACA #01 W1O3
Use Digital Marketing as a
platform for advertisement
ACA #02 W3W4T3T4

Divestment of underperforming
branches.
ACA #03 W401
Expand business through
franchising agreement.
RECOMMENDATION
ACA# 03
Expand business through
franchising agreement.
ACTION PLAN
 Activities Person Responsible Time Frame Budget
Allocating Budget for Financial Department 2 weeks P1,900,000.00
expanding business through
franchising agreement.

Hire an experienced franchise Top Management 1 month – 2 months P200,000.00

consultant for developing a
franchisor-franchisee
agreement

Hire an Experienced Lawyer Top Management 1 month P500,000.00

for Processing of Franchising
legalizations

Hire a trainer of franchise Top Management 1 year 1,000,000.00

advocate
Advertisement to promote the Marketing Department and 1 month 200,000.00
franchising business Communication Department
Choose franchisee Top Management
Sell Franchise Top Management
Support the Franchisee Top Management
network
Thank you!