Philippine E-Journals

Marketing Strategies as Predictor of Competencies of Selected Established Food Chains in Cagayan de Oro City

Reynaldo J. Sual | Francis Martin S. Ang | Mark Anthony A. Jumao-as | Abed Haleem Macapasir | Alfonso Ragandang Jr

 

Abstract:

The study was conducted to determine the marketing strategies as predictors of competencies of the selected established food chains in Cagayan de Oro City. Specifically, it sought to determine (1) the marketing strategies among the selected established food chains in Cagayan de Oro City in terms of: market mix, market segmentation, market attractiveness, (2) the competencies among the selected established food chains in Cagayan de Oro City in terms of: core competencies, distinctive competencies, and potential competitive advantage, and (3) the significant relationships between the competencies and marketing strategies among the selected established food chains in Cagayan de Oro City. This study utilized the descriptive survey design and thirty respondents (30) were purposively chosen from the selected eight (8) food chains in Cagayan de Oro City. In treating the data gathered, weighted mean was employed in determining the marketing strategies and competencies. Pearson product moment correlation was used to test the significant relationships between the marketing strategies and competencies among the selected established food chains. The study yielded the following results: (1) Marketing strategies measured in market attractiveness was rated high. On the other hand, market mix and market segmentation were rated moderate; (2) Moreover, competencies measured in terms of the core competencies was rated high. On the other hand, distinctive competencies and potential competitive advantage were rated moderate; and (3) High relationship existed between distinctive competencies and market segmentation, and moderate relationships exhibited in market attractiveness. From the findings, it can be said that the selected established food chains employ variety of marketing strategies. These include live band performance to attract customers who are music lovers, accessibility of the location, quality of the taste of the food being served, and business operations start early in the morning until late in the evening. However, for the customers who want to enjoy a quiet meal and to relax prefer to dine in a restaurant with no added amenities such as band performance and music lounge. In terms of marketing competencies, some of these food chains demonstrated a high level of competence since they are using

marketing tools and strategies that would attract more customers.