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Case Analysis

Mang Inasal is a popular Filipino barbecue fast food chain known for its chicken inasal and unlimited rice. It has grown rapidly since opening its first store in 2003, reaching nearly 30 stores after just 3 years. However, it now faces stiff competition in the fast-growing fast food industry. This case analysis examines Mang Inasal's strengths and weaknesses, identifies threats and opportunities in the current context from 2010-2012, and considers alternative courses of action to help Mang Inasal sustain its success despite competition. It ultimately recommends revolutionizing Mang Inasal's marketing mix and continuing to strengthen existing stores while exploring international expansion.

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Macamay, Maejelyn
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153 views13 pages

Case Analysis

Mang Inasal is a popular Filipino barbecue fast food chain known for its chicken inasal and unlimited rice. It has grown rapidly since opening its first store in 2003, reaching nearly 30 stores after just 3 years. However, it now faces stiff competition in the fast-growing fast food industry. This case analysis examines Mang Inasal's strengths and weaknesses, identifies threats and opportunities in the current context from 2010-2012, and considers alternative courses of action to help Mang Inasal sustain its success despite competition. It ultimately recommends revolutionizing Mang Inasal's marketing mix and continuing to strengthen existing stores while exploring international expansion.

Uploaded by

Macamay, Maejelyn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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CASE

A N A LYS I S
OFAD 131
INTRODUCTION
Mang Inasal's authentic fusion of traditional Filipino cuisine with the dine-in
concept. Famous for its native-style and “nuot-sarap” Chicken Inasal with its
pioneering “unlimited rice”, M a n g Inasal quickly won the hearts of its customers
with its distinctively Pinoy stamp- grilling and special marinade made out of local
secret spices.
The restaurant was an instant success, opening close to thirty branches in just
three years. By 2005, confident of the stability and brand recall of the business,
he opened M a n g Inasal for franchising, concentrating his efforts in Visayas and
Mindanao where Inasal is most popular. Franchise offers for Luzon soon followed.
It all started with a Vision. Edgar “Injap” Sia, at the age of twenty six,
grabbed the opportunity to lease a 250 square meter space at the Robinson’s
Mall Carpark-Iloilo in December 2003.
It was there that M a n g Inasal, Hiligaynon for Mr. Barbeque, was born.
Early on, he learned the importance of following your instincts, taking risks,
strategizing, negotiating, and motivating yourself and your people. H e also knew
that the Filipino barbeque quick service restaurant category still had the potential
for growth. H e started a business that had the potential for nationwide expansion.
With the support of his family, he embarked on a journey that changed his life
forever.
T I M E C ON TE X T: 2010 - 2012

M A N A G E R S ’ V I E W PO I N T :

Fast Food industry is known as “a quick serve restaurant”


flourishing business not only in the Philippines but also in other
countries. It has been observed that this business grows as time
goes by and we witness the popularity of fast food is spreading
rapidly among many people due to the following three main reasons:
good taste, convenient time, and price.

C E N T R A L P RO BL E M:

How can M a n g Inasal sustain its success despite the stiff

competition?

OBJECTIVES:
To be able serve great tasting food, bringing the joy of
eating to everyone.
AREA OF
C O N S I D ER A TI O N
SWOT ANALYSIS

STRENGTH WEAKNESSES

·Advertisement/Endorsements ·Slow Service


·Large Target market ·Unhealthy food
·Market leader in the Barbecue Fast Food Chain ·Customer Complain
·Accessibility ·Cleanliness
·Locally Adapted food menus (Filipino cuisine) ·Gloomy Ambience
·Customer Satisfaction
oLimited Space/Crowded
·Good Business Concept
oLimited Menu
·Quality of Food
oProduct Availability
·Affordable price
oUncontrolled customer traffic (Congested and
· Promotions (Unlimited rice): Free soup and complete crowded)
condiments ·Lack of Product Innovation
·Delivery Service
·Inconsistent in Service
·Eco Friendly Packaging materials
TH R EA T S
OPPORTUNITIES
·Trend towards healthy eating
·New Brand Acquisition · Similar business concept and
·Delivery service
·Expansion ·Competition
·Franchise ·Economic slowdown
·Technological Advances/Development · External changes
·International Expansion (government, politics,
·Large Target Market taxes, etc)
·Local Culture and Tradition ·Changing customer tastes
· Global Financial
Crisis
· Sanitary Standards
A LTER N A TI VE
COURSES OF
ACTION:
ACA #1. Revolutionizing the Marketing Mixes.
Marketing Mix: is a set of tactical marketing tactics that a corporation use to elicit a
desired response from its target market. Everything a firm can do to affect demand for
its product is included in this category. It's also a tool for assisting with marketing
strategy and execution.

ADVANTAGES
·Better Profits/Increase Profits
·Enhanced brand recognition
·Promote your Product/Services
·Gain more clients

DISADVANTAGES
·Costly
·Requires investment of Time
ACA #2. Changing the brand image into something new

Brand are used in business, marketing, and advertising as a "name, word,


design, symbol, or any other element that distinguishes one seller's
product from that of other sellers."

Advantages
·New brand image
·Innovated/Improved
·Aligned with technological issues

Disadvantages
·Expensive
·Time-consuming
·More promotion efforts needed
·Old fans of Converse dissatisfied with the new image. There is a
possibility of losing Chuck Taylor customer base.
ACA #3. Facilitate competitive analysis.

Cons
·Identification of environmental problems
·Allows you to spot market gaps for products, services, or projects.
·Assists you in pricing your goods and services in a competitive and
strategic manner.
·It's possible that you'll come up with fresh technology and methodological
ideas that you can use in your own company.
·Expensive
·Time-consuming
·It entails a resource commitment, which comes at a cost to the company.
· Inadequate competitor analysis may lead to poor business decisions.
·Too much focus on competitors' activities may cause a company to become
reactive rather than proactive, resulting in a lack of innovation and a
lack of market differentiation.
RECOMMENDATION

I strongly advise using the ACA #1 to


revolutionize your marketing mix. Mang Inasal
should keep promoting their own brand of BBQ
chicken as well as endless rice. Employees
should be properly trained in sanitary and
hygiene measures.
PLAN OF ACTION

Mang Inasal should continue to strengthen its


existing branches and concentrate on high-
quality items that satisfy customers and
provide value. They should also undertake
feasibility studies for potential international
expansion. They must ensure that the food is
fresh and of high quality, as well as boost
operational efficiency.
THANK YOU!

MAEJELYN C. MACAMAY

BSOA 4B

MR. MARK RAFFY BACAY

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