Marketing Strategies of Food Service Industry in the Province of Isabela, Philippines

Abstract

The importance of food service in the industry plays a vital role in our society. This study would like to find out the implications of the marketing strategies focusing on the marketing variable mix, and the importance of other factors like training, benefits of the manager, sales force and customer service in the realization of the companies’ goals and objectives and the problems involved in the operation of franchise food service establishments.This study chosen the five giant food services in the Province of Isabela. There are enumerated indicators of marketing strategies as identified by the managers during the survey and these were the basis of analysis as it tries to evaluate the effectiveness of marketing strategies used by the food service as perceived by the managers and customers and to find out its impact to the present market status. To further evaluate the hypotheses posed in the study, Analysis of Variance (ANOVA) and F- test were used to test the differences of the five food service industry.  Based on the result of the study, marketing strategies with respect to product and services, prices, place of distribution and sales promotion proved to be the main concern of the food service. Also, all food service establishments observed the importance of training to improve sales force and work efficiency, benefits, as driving forces to motivate the employee and crew to do exemplary work and the significance of achieving customer satisfaction in the overall performance of the food service store.