Chapter 1

THE PROBLEM AND ITS SCOPE

Modern markets are extremely cutthroat and competitive, making it difficult for

commercial organizations to attract and retain devoted customers while still making sizable

profits. Businesses frequently implement various tactics or actions designed to give them a

competitive edge. However, in order to achieve a competitive advantage, a company must

analyze the behavior of its customers in order to pinpoint their needs. Accurate information about

customers is essential for an organization's survival and growth in the current economic climate,

including their purchasing habits, motivations, and sources. Businesses learned exactly who their

customers are and how to improve their lives. That is how they create demand, the driver of

economic growth (Amadeo, 2017).

There are numerous questions within reports regarding the biggest issues facing

marketers in the area of marketing strategy, such as (i) how to develop stronger organizational

structures facilitating the creation of marketing plans that aid in navigating and adapting to

changing customer needs and organizational requirements; (ii) how to select the best

combination of marketing tactics to influence results considering the variety of internal and

external stakeholders and competing goals; and (iii) how to lead enterprise-wide leaders in

creating and putting into practice initiatives that increase consumer engagement and centricity.

Due to the fact that it is essential to practice, marketing strategy is a crucial component of

business school instruction and essential to how marketing theory explains firm behavior and

academic researchers' areas of interest and performance. However, even though there is a rising

focus on strategic marketing in general (i.e., marketing-related crucial events and choices for

understanding the long-term performance of companies), it is unknown how much of this

(which covers products, brands, SBUs, and companies).

Given that creating and implementing marketing strategies is at the heart of what

marketers do, establishing the relevance, practice, and research pertinent to comprehending these

tasks are essential of marketing as a field of study. Improving knowledge of the situation in

marketing strategy for the creation of theoretical understanding in marketing, knowledge is

equally crucial. For instance, Understanding the theories used in the previous study and the

marketing facets before attempting to build indigenous strategies that have received little

attention, learn marketing etiquette. Systematic evaluations of various research methodologies

and procedures in a specific field and how they have evolved through time can likewise provide

insights for the creation of novel strategies and techniques. Consequently, regular assessments of

studies in a domain are helpful in enhancing knowledge and facilitating the development of

cumulative knowledge. (For instance, Palmatier, Houston, and Hulland 2018). marketing

etiquette.

According to Seth Godin, an American author, businessman, and marketer, "marketing is

no longer about the marketing landscape has rapidly evolved from" about the stuff you make to

the stories you tell “, as the world has become more digitalized. The world we live in today is

one where marketing is avital component of businesses' daily operations, and it covers a variety

of actions like public relations. Relationships, marketing, sales promotions, effectively pricing

the services, and managing social connecting often with your target audience and customers

through the media. (Egan, 2018).

The complete plan created specifically for attaining the organization's marketing

objectives is known as a marketing strategy. It offers a strategy for achieving these marketing
goals. It is the foundation of a marketing plan and was created after thorough market research. A

marketing plan aids a business in considering how effectively to utilize its limited resources to

boost sales (Juneja, 2015).

The success of any company's marketing strategy depends on a solid marketing plan. The

adoption of a business plan will aid in developing and implementing the policies required to

meet the company's marketing objectives given the characteristics of the firm's target market

(Lamb, Hair, and McDaniel, 2008). Marketers use a variety of methods for various advertising

situations, such as promoting a certain product category or focusing on a given demographic.

There are many different marketing strategies, but most of them are based on just a few

fundamental principles. A good or service is typically promoted, but occasionally a political or

social concern is brought to light (Mack, 2017). By providing customers with the goods and

services they require at a price they can afford, successful businesses provide value for their

clients. These businesses employ marketing strategies to make their goods and services suitable

for the market. Utilizing various marketing strategies is justified in order to better understand

market demands and more fully meet them. Businesses that create strong marketing strategies

generate significant sales volumes at the required profit margins (Bert Markgraf).

The development of good techniques for marketing strategies is important for the success

of canteen sellers. Canteen sellers have a responsibility to fulfill the marketing strategies to gain

more profit. It is believed that if studies are done properly, the researcher will be able to find out

the different marketing strategies of the canteen sellers. The marketing strategy is focused on

understanding the needs of the customer and creating a sustainable and distinct competitive

advantage. Let's find out their positive and negative marketing strategies and the common

problems in marketing strategies that play an important role in the canteen sellers in school. This
study anchors itself on the belief that marketing strategies play a vital role for canteen sellers,

leading to the best marketing strategies.

Theoretical Framework

Over time, marketing philosophy has changed, particularly with the introduction of

cutting-edge technologies. The 4Ps of marketing have faced challenges due to social media,

despite the fact that the first framework was created in 1960 and only focused on product, price,

location, and promotion (Fitzgerald, Cavanaugh, & Bhiro, 2014). There hasn't been a lot of

consensuses on how to change the marketing mix, despite the fact that academic examination of

this subject revealed that this approach to building a marketing mix was missing important

components (Fitzgerald et al., 2014). Since the advent of social marketing, the 4Ps of marketing

have needed to be improved, according to (Gordon et al., 2013).

According to Morgan et al. (2019), researchers used nearly 60 distinct theories to look at

a variety of marketing strategy-related problems during the time period under study. They further

point out that, even if 69% of these theories were only utilized in one investigation, the following

In five or more studies, nine theories were used: Agency theory, resource-based perspective,

institutional theory, Organizational theory, configuration theory, organizational theory,

performance feedback theory, and Structure-conduct-performance theory and learning theory.

They observe that the data is suggestive of marketing strategy research on trends. Broad

departure from the use of theoretical development logical methods and/or conceptual growth

data-driven methodologies. They also mention that the Establishing new theories and/or

conceptual frameworks would improve the negative trend in marketing strategy articles. It would
be less of an issue if local marketing. The theory of strategy was extensive. However, they

emphasize that things are different now.

Conceptual Framework

In this study, we identified some factors that we believe have a relationship with the

marketing strategies of the canteen sellers and their profit. The independent variable included

were the marketing strategies of the canteen sellers while the dependent variable is the profit of

canteen sellers in Kauswagan National Highschool.

INDEPENDENT VARIABLES DEPENDENT VARIABLES

MARKETING STRATEGIES PROFIT

Statement of the Problem

This study attempts to determine the marketing strategies that canteen sellers use to

increase their profits.

This study seeks to answer the following questions:

1. What are the marketing strategies of the canteen sellers to attract customers?

2. How canteen sellers create an effective marketing strategy?

3. What are the marketing strategies does canteen sellers use to maintain their customers?

4. What is the relationship between marketing strategies towards profits?

Significance of the Study

It is important to know what marketing strategies canteen sellers are using to increase

their profit. It can be positive or negative as long as it can contribute to canteen sellers.

The result of this study will benefit the canteen sellers, students, school management, and

future researchers as well. Through this research, we can determine what the different marketing

strategies of the canteen sellers are and how they affect their profits. In this way, canteen sellers

can adjust what methods they will be using in their marketing strategies. On the other hand,

school management might enhance the positive relationship between the students and the canteen

sellers.
 To the Canteen Sellers, who use marketing strategies to increase sales and give students

a snack or lunch while also supporting working parents who aren't always able to provide a

snack or lunch from home.

To the Students, it would be useful to have a specific anatomy of canteen service

satisfaction. The results would provide insight into the degree of student happiness and allow for

assessment.

To the School Management, giving the school a detailed picture of the canteen services

may also be beneficial. The results could provide them with fresh inspiration and drive for

progress and enhancement. Additionally, it might enhance the positive relationships between

students and the school.

To the Future Researchers, this study will provide as a foundation for future research

and provide additional details regarding the marketing strategy employed by canteen sellers.

Scope and Limitations of the Study

This study focuses on the marketing strategies of canteen sellers. Everything is dependent

on the response of the interviewee and what their marketing strategies are for improving their

profit. This research aims to show what marketing strategy the canteen sellers are using. The

independent variable would be the marketing strategy of canteen sellers, and the dependent

variable would be the profit, as this will be the center of the study as they are correlated to each

other.
 The canteen sellers at Kauswagan National High School, which is located at Zone 2

Eagle Street, will be our respondents. They will be interviewed through questions, and every

next question will depend on what their response is. The question will be based only to the

concern topic of our study.

Definition of Terms

To give a clear understanding, the following terms are defined on how they were used on

canteen sellers;

Marketing Strategy. The main objective of any business' marketing strategy is to

achieve a sustainable competitive advantage by comprehending the requirements and desires of

customers. Marketing strategy is a long-term, forward-looking approach and an entire game plan

for any organization (Omer).

Canteen. In addition to serving and selling food, a canteen also sells other snacks and

beverages. For students to have the energy to do the tasks they would do for the day, a school

uses a canteen to provide for their food and nutritional needs (Galabo, 2019).

Profit. is the term used to describe the financial gain experienced when the revenue from

a commercial activity exceeds the costs and taxes associated with maintaining that activity. Any

gains generated go back to the company's owners, who can decide whether to keep the money for

themselves, give it to shareholders as dividends, or reinvest it in the company (Kenton et al.,

2022).