Marketing Strategies Employed by the food service Industry at Poblacion Tanay Rizal During Covid-19 Pandemic Justin Renz L. Tadena, Anablas A. Corpus, Kimberly Saludes

Thesis

BS-TM

URS

2021

The study was conducted to determine the marketing strategies employed by the food service industry at Poblacion Tanay, Rizal during COVID-19 pandemic. Descriptive method of research, statistical tools such as frequency percentage distribution, and weighted mean was used to answer the research problem. The study aimed to identify the profile of the food service industry in terms of years of operation, type of food services, number of employees, and type of business organization; and to identify the profile of respondents in terms of age, sex, civil status, position at the company, and educational attainment. The study was conducted to the 13 accredited restaurants at Poblacion Tanay, Rizal. Findings revealed that majority of the food service industry were casual restaurant and started operating about 6 - 10 years with employees of 6 - 10 and 21 above as needed in the operation due to the bulk of customers and majority are sole proprietorship. Majority of the respondents were male belonged to the age bracket of 19 - 29 years old, single, high school graduate, and managers. Majority of the respondents are introducing new product to attract customers, following the price of the competitors as pricing strategy, implementing healthy environments, and exploring the use of social media. With regards to the effectiveness in terms of product and price, the result shows that they were very effective. However, in terms of place and promotion, the result shows that they were extremely effective. Based on the aforementioned findings, the researchers came up with the following conclusions: In the effectiveness of marketing strategies, in terms of product and price were found very effective. However, found extremely effective in terms of place and promotion. It means that the marketing strategies employed by the food service industry at Poblacion Tanay, Rizal during COVID-19 pandemic are well employed. Based on the findings, the following recommendations are hereby offered: It is highly recommended to provide a proposed marketing strategy training program for food service industry at Poblacion Tanay, Rizal discussing about the marketing strategies that should be employed to help the food service industry to continue operating amidst the pandemic. Also, to further understand the four components of marketing strategy and its importance for the improvement of the business.