Académique Documents
Professionnel Documents
Culture Documents
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
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.
AUBREY P. MALABANAN
(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
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
v
CHAPTER I
INRODUCTION
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).
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
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.
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
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
To analyze the competitive strategies used of the food parks in Metro Manila.
To have definite understanding with the purpose of the food parks in the
Philippines
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
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
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.
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.
company has a goal that is to be prosperous but to land in their specific goal the
used to outshine other business in the industry which are named, Overall Cost
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
out as a brand, and standing out could be in many forms, like design or brand
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
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
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.
detailed analysis of the demographics of the area and the nature of the existing
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
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
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
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
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
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
using the PESTEL frameworks to be the competitive strategy which includes 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
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 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
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
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
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
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-
explain further and manage growth over time) it accommodates extending established
scenario-planning methods.
In an earlier article, Warren (1999) built on these features of RBV, and defined a
show how to work in supplementary in order to understand and manage if and only if
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
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
xviii
According to (Warren, 1999) there are three forms of rivalry that work with the
perspective, rivalry takes just three forms: Developing potential customers, Capturing
becomes apparent, firms must also compete for access to non-costumer resources, such as
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
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
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:
having shortage in this food park for it has over twelve food stalls waiting inside. It offers
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
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
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
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
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
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
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 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
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
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
Respondent F
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
Analysis of Data
Domain I.
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
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
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.
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
place and accommodating staffs. In this way, the food park will be easily recognized
remembered.
Domain III.
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
Good communication skills. The manager and the staff had a team work to
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
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
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
Being friendly in social media – One of the factors why costumers will choose
keeps coming back it is a good sign to other costumers to visit their place because of the
xxix
Interpretation of Data
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.
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
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
xxxi
CHAPTER IV
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
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
2. The future researchers can focus on the past competitive strategies that
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-
Pp.1105-1122.
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
Kannammal, G., Dr. Suvakkin, M. (2016). “Emerging Marketing Strategies of Fast Food
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.
xxxv
APPENDIX B
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
consent
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
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