Date of Publication

3-20-2023

Document Type

Insider Action Research

Degree Name

Master of Business Administration

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Joy Lynn Legaspi

Defense Panel Chair

Eppie Clark

Defense Panel Member

Pia Manalastas
Joshua Sarmiento

Abstract/Summary

This integrative action research seeks to improve the marketing strategies of Kumintang Republik Restaurant, an Italian start-up restaurant business located inside Club Balai Isabel Resort and Hotel in Talisay, Batangas, towards achieving consistent growth in monthly sales. This study deployed the action research design and ran two cycles leveraging various methods of inquiry and causal mechanisms. This action research unravels the business’s real problem that would allow the restaurant management to (1) develop new and improved marketing strategies, (2) develop an integrated marketing plan that boosts its brand awareness and visibility, and (3) ultimately execute the new and improved marketing strategies to drive sales. The action researcher and his collaborators decided to focus on resolving root causes related to people and promotions factors through leveraging various methods of inquiry such as Realistic ORJI, Ladder of Inference, Argyris' left-hand column technique, Types of inquiry, Four Parts of Speech, Force Field Analysis, and Systems Thinking, content frameworks such as Ishikawa Diagram and Marketing Mix Analysis, and Kotter's 8-Step Change Model for process framework. While running the action research, the researcher with his collaborators conducted several interventions to assess the viability and effectiveness of their marketing plan. This included hiring a dedicated marketing lead and restaurant manager, deploying integrated digital and traditional marketing activities such as social media marketing, mounting traditional out-of-home advertorial signages, running sales-related promos, and redesigning the restaurant’s menu layout for ease of comprehension and better appreciation by all guests. In Cycle 1, the findings revealed that integrating consistent and effective social media marketing and traditional billboard marketing is an effective marketing strategy to build and boost the business’ brand awareness and visibility among its target market. In Cycle 2, in addition to continuing the effective use of social media marketing, the execution of directional signage solidifies the effective use of traditional marketing in promoting restaurant businesses in this digital age. In both cycles, the two leaders assigned in the roles of Marketing Lead and Restaurant Manager are significantly impacting the business operations to help the business promote and sell more. In a broader context, this action research can be referenced by other startup organizations that are new to the restaurant business and are struggling to grow monthly sales through marketing.

Keywords: digital marketing, traditional marketing, advertising, social media, restaurant business, startup business, sales, strategies, marketing plan

Abstract Format

html

Language

English

Format

Electronic

Keywords

Restaurants—Philippines—Batangas—Marketing; Restaurants—Philippines—Batangas—Finance

Upload Full Text

wf_yes

Embargo Period

4-16-2029

Download

Available for download on Monday, April 16, 2029

Share

COinS