A marketing plan for P. F.Chang's Fort Branch

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carlos Maglutac

Defense Panel Member

Raymond Allan G. Vergara

Abstract/Summary

P.F. Chang is a westernized restaurant bistro that offers Chinese-inspired dishes. The management company that brought in this international franchise is Global Restaurant Concepts Incorporated (GRCI). With its successful first branch located in Alabang, Muntinlupa City, GRCI hopes to continue and improve this by opening its second branch in Fort, Bonifacio Global City.

After studying and concluding that the environment in Fort is different from that of Alabang, P.F. Chang Fort must take advantage of its potential to further grow in the Philippines food service industry through its new location. The main goals and objectives for all these marketing efforts are to increase awareness and trial amongst the primary and secondary target market while increasing the market share for P.F. Chang Philippines. This marketing plan aims to reach these set goals as well as increase sales and maximize profits by introducing product development programs, pricing programs, sales and distribution programs, and marketing communications programs that mostly cater to young professionals, the most appropriate primary target market, for P.F. Chang Fort. The total investment required for all programs of this marketing plan is PHP 539,500.00 These programs will be executed from December 2012 until December 2013. All programs recommended, considered feasibility, profitability, and sustainability for P.F. Chang Philippines.

Estimates of profitability, in terms of net operating income, were studied to determine the annual growth of P.F. Chang Philippines with regard to the total cost of investments required for this marketing plan.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU019414

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Cooking, Chinese; Chinese restaurants--Philippines

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