Philippine E-Journals

Marketing Strategies of Jalapeno Mexican Grill at Greedy Guts Food Park in Brgy. Real, Calamba

Jeffry Nierva | Ira Gertrudez Caayupan | Bettina Mico Miguel

 

Abstract:

This case study determined the applied marketing strategies of Jalapeño Mexican Grill at Greedy Guts Food Park, their level of effectiveness based on the Marketing Mix 7P’s, namely, price, place, promotion, product, people, process and physical evidence, and the demographic profile of the respondents. This descriptive study gathered data from 109 customers of Jalapeño Mexican Grill through the survey conducted. An interview with the owner was also conducted. Findings of the study revealed that 1) majority of the respondents/customers of Jalapeño Mexican Grill were 26 years old, female, single, and had a monthly income level of 10,000- 15,000; 2) they were convinced by the pricing of Jalapeño, serving size, and value for their money; 3) the place is accessible to workers from Science Park; 4) promotion through posters and tarpaulin were considered satisfactory; 5) Jalapeño Mexican Grill provided majority of items in their menu; 6) respondents claimed that it was advisable to repeat the order on both sides to get the right product on time; 7) service given to their customers was fast; 8) the store had enough space; 9) the establishment was found relaxing; 10) the overall level of effectiveness was interpreted as “satisfactory”. The researchers concluded that the 7P’s marketing strategies can affect the consumer’s buying behavior. They recommended the following for the improvement of the promotional strategies of Jalapeno Mexican Grill at Greedy Guts Food Park in Brgy. Real, Calamba: 1) the management should train their staff well on how to communicate or interact with the customers; 2) enhance their social media advertisements, especially on Facebook; 3) maximize their parking space and provide proper ventilation; 4) give freebies to loyal customers. Future researchers should assess the level of competition of the stalls and the consumer buying behavior of the customers at the stalls of the Greedy Guts Food Park in Brgy. Real, Calamba.