Thesis Degree Masters in Business Administration University Of Rizal System 2025

This study examined the market dynamism of fine dining restaurants in the National Capital Region (NCR), focusing on how these businesses manage their internal resources and respond to external challenges in a fast-changing industry.
The research specifically analyzed how fine dining restaurants use their tangible resources, such as ambiance, space, equipment, and technology, and intangible resources like brand reputation, customer service, culinary expertise, employee training, and social media presence. In addition, the study explored how market forces, such as competitive rivalry, the threat of new entrants, buyer and supplier bargaining power, and substitute products, influence the strategic decisions and performance of these establishments.
A descriptive research design was used. Quantitative data were collected through surveys answered by 40 respondents from eight selected fine dining
restaurants, focusing on their business profiles, resource use, and market strategies.
Qualitative insights were gathered through structured interviews with one key management representative from each restaurant. Statistical tools, including frequency, percentage, weighted mean, F-test, and Pearson correlation, were used to analyze the data.
Findings showed that most of the restaurants were established as
corporations, open seven days a week, and had been operating between five to ten
years. They strongly emphasized creating a luxurious yet comfortable atmosphere for their guests, backed by well-designed interiors, advanced kitchen equipment, and reliable digital systems. On the intangible side, most restaurants consistently leveraged their strong brand identity, personalized service, social media marketing, and the skills of their chefs and staff to stand out in a highly competitive market.
The study found that the most influential market forces were competitive rivalry and buyer bargaining power. Interestingly, there was no significant difference in how resources were used or how market forces affected the restaurants when
grouped by business profile (form of ownership, size, years in operation, etc.), except for the length of service, which influenced how clerical and operational tasks were handled. The results also highlighted that most challenges encountered by
these restaurants included rising costs, staffing issues, adapting to post-pandemic health protocols, and maintaining customer loyalty amid intense competition.
In conclusion, fine dining restaurants in NCR are actively adapting to market changes by blending physical resources with customer-focused strategies. Their ability to deliver quality service, maintain strong brand presence, and adapt to digital trends has helped them stay resilient. The study recommends that these establishments continue enhancing their digital platforms, staff training programs,
and personalized service to remain competitive. These strategies are key to sustaining growth and meeting the demands of a sophisticated dining market in NCR.