Marketing Plan for Yellow Cab A Business Research

Marketing Plan for Yellow Cab

A

Business Research Presented to the

Faculty

of

the

School

of Hospitality

and

Tourism Management

In Partial Fulfillment of

the

Requirement for

the Degree

Masters

of Science

in Hotel and'Restaurant Management

,{

Amee

Samsonldvid

October

2017

MARKETING PLAN TOR YELLOW CAB

HOLY ANGEL UI\IVERSITY

Abstract

Marketing plan is vital to any

business

entity, including

restaurants.

This study

was

facilitated to

understand

the

present business environment

of Yellow Cab, City of

San

Femando

Branch, and

propose

marketing programs and activities suited to its

^present

business landscape.

Environmental

scanning

was facilitated using

strategic management

tools, particularly, TOWS

analysis,

extemal factor evaluation (EFE) and intemal

factor

evaluation

(IFE).

Results show that the restaurant needs

to

improve

its

strategies

in

order to address

external

and

intemal factors

such as

competition, lean

season, natural calamities, high employee

tumover,

higher prices, and absence

of

a marketing plan. Several marketing strategies were proposed and evaluated using the quantitative strategic planning matrix.

As

a

result,

strategies

focused on creating products and

packages

that utilize Yellow

Cab's strengths and addresses the demands

of

the industry, as

well

as

improving

the promotion

of

the restaurant, through various

activities,

are proposed. Specifically,

to

create

at

least three additional products and/or packages

that of the industry within I

^{year and}

^to

increase the number of promotional activities of the restaurant, by at least 50 percent.

Keywords:

Marketing

Plan,

Yellow Cab, TOWS, EFE,

IFE