Introduction

The food service industry is considered to be the most known industry in the world. Fast food chains have grown at an incredible rate over the past couple of decades. Fast food restaurants offer people in a rush an inexpensive way to grab food whenever they want. Like every other country, the food industry has flourished very well in the Philippines. Filipinos especially students love to eat and that’s the reason why you will see a lot of restaurants and fast foods restaurants scattered in the cities. These restaurants and fast food can be local or international food chains. Filipino food and chefs are considered one of the best in the world. It is hardly surprising that Filipino food is often labelled as somewhat strange like the “balut” for example, but in its own way, its food is unique mixture of eastern and western cuisines and reflects the history of the Philippines. The Filipino food includes dishes and cooking procedures from Spain, China, Mexico, United States, and more recently from further abroad.

Fast food generally refers to the type of restaurants that sell quick, inexpensive take-out food. During a relative brief period of time, the fast food industry has helped to transform not only diet, but also landscape, economy, workforce, and popular culture. The extraordinary growth of fast food industry has been obsessed by fundamental changes in society. The whole experience of buying fast food has become so habitual, that it is now taken for granted, like brushing your teeth or stopping for a red light. However, what makes them Filipino is the history and society that introduced and adapted them. The people who returned them to their tastes and accepted them into their homes and restaurants, and specially the harmonizing culture that combined them into modern Filipino fare.

Brief History of the Project

Chowking (Chinese: 超群) is a Philippine-based chain that pioneered the Asian quick-service restaurant concept in the Philippines. The concept combines a Western fast food service style with Chinese food. Chowking predominantly sells noodle soups, dim sum, and rice toppings. The company was founded in 1985, at a time when Western-style burger joints were dominating the Philippine fast food scene.

In 1989, Chowking started expanding its market share amid the volatility of the domestic market. It opened its franchising operations and made its entry into the provincial markets the same year. On January 1, 2000, Chowking became a wholly owned subsidiary of Jollibee Foods Corporation, the Philippines' biggest fast food chain. The new owner commenced store renovations to create a new corporate look for Chowking that would result in a comprehensive change for each store.

Chowking Sunstar Mall started their operation in the year 2006 franchised by Atty. Angelito Lazaro.Chowking Sunstar Mall is located in Brgy. Gatid National Highway Sta. Cruz, Laguna.

STATEMENT OF THE PROBLEM

Chowking Sunstar Mall is experiencing Low Sales due to tight competition in the market and their slow moving products.

OBJECTIVES OF THE STUDY

The study aims to know the problems of a chosen franchise store and to make the appropriate strategy for them to be able to resolve their franchise problems.

SIGNIFICANCE OF THE STUDY

The study will be beneficial to the following:

Franchisee

The success of the business will be beneficial to the franchisee as it will improve the sales of their store.

Store Crews

It will also be beneficial to the crews as they can get incentives as the sales increases.

Future Researcher The study will serve as a reference for the future researchers. It will show all the knowledge being acquired by the researchers while studying in this institution. It will also serve as a reference for people who want to be engaged in this kind of business.

Research Methodology

The study employs descriptive research that resulted to the assessment of the current market situation. It includes procedures and personal interview. Quantitative and qualitative data are obtained through this method.

Scope and Limitation

REVIEW OF RELATED LITERATURE

The critical success factor analysis is a method of analyzing the area that needs improvement. It is required to ensure the success of the organization to achieve its mission.

It is a key area where satisfactory performance is required for the organization to achieve its goals. It is a means of identifying the tasks and requirements needed for success. The critical success factor method starts with a mission vision statement. Develop goals and their success factors. (Austin, 2002)

Porter's five forces- Michael Porter proposed that the organization is being influenced by five forces. These are rivalry, supplier power, power of the buyer, threat of entry, and the threat of substitutes. (Hollensen 2003, 74-79). Understanding the five forces will provide the organization to develop strategy in order to take advantage to their competitor. (Thurlby, 1998)

It is important to know your competitors in the business industry. To know what product and services they are offering to their customers and what competitive strategy they are doing in order to be successful in the business.

It is also important to know your supplier. The company needs some resources and materials in order to produce goods and products for their consumers. There should be a good relationship between the buyer and the supplier.

The buyer should be given importance because the business depends on how many buyers the company has. They are the asset of the company and they give profit to the organization. They are the one who set the price of your product.

New competitors enter and exit the market. Some stay some will go. Some will be successful and some are not. It is important to know what's going on to the market. If they are new competitors that are entering, it will affect your company's profit.

The threat of substitutes, this is important to know what other companies are offering the consumers and find any alternative to your product and services to make it successful.

Chapter II – Marketing Aspect

Market Description

Marketing is the process of communicating the value of a product or service to customers, for the purpose of influencing buyer behavior and/or precipitate behavioral change. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies the needs and wants of the customers through exchange processes and building long term relationships. It is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

The study aims to delight the customers by meeting their expectations and provide them their needs and wants. As the customers have unlimited wants and needs the company should be able to innovate their products in order for them to satisfy every customers’ need.

The business focuses on Western fast food service style with Chinese food. Chowking predominantly sells noodle soups, dim sum, and rice toppings. Chowking Sunstar Mall is located in Brgy. Gatid, National Highway Sta. Cruz, Laguna.

Target Market

Chowkings’ target markets are mostly office workers, students and senior citizens.

Marketing Program There will be several marketing programs that the proponents will prepare to advertise and introduce the products, to attract customers in order to gain more sales.

Advertising Advertising is part of the marketing program of the proponents.

There will be streamers and tarpaulin to be placed in major roads in the municipality where the business is located and to several neighboring municipalities, with the name of the enterprise and its products. There are also websites for advertising the business through social media like Facebook and twitter. In this program the business can generate demands from other towns and at the same time it will promote and give awareness to the people. Leaflets will be distributed in places where people often go and a personal touch on introducing and promoting the products will be implemented. The leaflet contents will include the name and address of the shop, with the products and their respective price.format