Introduction
Good afternoon, our dear panelists. We are Group 4. I'm Rianne, and I'm with my co-
groupmates. We are pleased to present our research entitled “Factors Influencing Market Share
of Samgyupsal Establishments: Basis for Strategic Plan.”
Overview of the Research
The food service sector in the Philippines is rapidly expanding, particularly in Tuguegarao City,
where samgyupsal—a customizable Korean barbecue—has gained significant popularity among
diverse diners.
With over 2,352 Korean restaurants nationwide, the demand for samgyupsal continues to grow,
driven by the influence of Korean pop culture that has integrated these culinary traditions into
the Filipino dining experience.
This research focuses on examining the factors influencing the market share of samgyupsal
establishments in Tuguegarao City, exploring the challenges and opportunities within this
burgeoning sector.
Objectives
Identify key factors affecting samgyupsal establishments in Tuguegarao City.
Analyze their impact on market share.
Develop strategies to improve growth and sustainability.
Conceptual Framework
Let's now proceed to our conceptual framework.
Inputs: This section details the data collected.
Business Profile of Participants: This includes information like years of
operation, number of employees, and ownership structure of the samgyupsal
establishments.
How 4Ps Influence Market Share: This examines how the marketing mix
(Product, Price, Place, Promotion – the 4Ps) affects the market share of
samgyupsal businesses.
Challenges and Coping Mechanisms of the samgyupsal establishments.
Process: We used correlational analysis and thematic analysis for the in-depth analysis
of the input variables mentioned a while ago.
Output: Proposed strategic business plan to optimize operations, increase profitability,
and gain a competitive advantage.
Feedback: This implies an iterative process, where the results might inform further data
collection or analysis.
Statement of the Problem
1. What is the business profile of the respondents in terms of:
1.1 years of operation;
1.2 number of employees; and
1.3 ownership structure?
2. How do the 4 P’s influence the market share of samgyupsal establishments?
2.1 product;
2.2 price;
2.3 place; and
2.4 promotion?
3. Is there a significant relationship on the factors influencing the market share of samgyupsal
establishments when grouped according to profile variables?
4. What are the challenges faced by the respondents in managing these factors?
5. What strategic business plan can be proposed to optimize business operations, achieve greater
profitability, and gain a better competitive advantage?
Methodology
Research Design: The researchers used a mixed-method approach combining quantitative and
qualitative data.
Participants of the Study: The participants are the owners and managers of samgyupsal
establishments operating for at least two years.
Research Instruments: We used an adapted questionnaire and open-ended questions.
Locale of the Study: The research was conducted in Tuguegarao City, Cagayan.
Data Gathering Procedures: We obtained permission from the research adviser, subject
professor, CEO, and college dean. After approval, we personally administered the questionnaire
to the owners and managers, allowing up to thirty minutes for completion.
Statistical Tools for Data Analysis:
Frequency and percentage distribution
Ranking scales
Friedman’s Test
Spearman’s rho
Thematic analysis
Chapter 4: Results and Discussion
SOP 1: The tables show that the majority of samgyupsal establishments have been operating for
2 to 3 years, and most of these establishments have 15 or more employees, with a significant
number operating as sole proprietorships.
SOP 2: The table shows 'Product' with the highest mean (3.78), followed by 'Price' and 'Place',
while 'Promotion' ranks lowest (1.22). This suggests that product quality is the most influential
factor—an idea supported by Caldito and Candano Diaz (2022), who emphasized meat quality
and side-dish variety. Choi and Lee (2020) also found that while promotions can boost traffic,
product quality and value remain the key drivers of market share. These findings confirm that
for samgyupsal businesses, product consistently comes first.
SOP 3:
Years of Operation: The analysis found no significant relationship between the years a
samgyupsal establishment has been operating. This contrasts with Zhu and Diao (2020)
and Goldman and Hino (2005), which suggest that established businesses may prioritize
"Place" due to better locations.
Number of Employees: We noted a correlation between staff size and emphasis on
Product, but it was not statistically significant. No significant correlations were found for
Price, Place, or Promotion. This aligns with Yu et al. (2020), Ong et al. (2023), and Lee et
al. (2023), who identified product quality as a universal driver of market share,
regardless of size.
Ownership Structure: This indicates that ownership structure does not significantly
impact marketing strategies, contradicting Caldito & Candano Díaz (2022), who argue
that different ownership structures can influence pricing strategies.
SOP 4: Challenges Faced by the Participants in Managing the 4Ps of Marketing
Samgyupsal restaurants in Tuguegarao City encounter several challenges, as outlined in the
qualitative data gathered from surveys.
Product Challenges (Table 4.1.1):
Key issues include high ingredient costs, diverse customer preferences, food waste, and
maintaining consistent product quality. This aligns with Kotler and Keller (2016), who
emphasize the importance of product consistency and customization for customer
loyalty. Additionally, Rios et al. (2022) identified ingredient cost and waste management
as ongoing challenges in restaurant operations.
Pricing Challenges (Table 4.1.2):
The primary challenges in price management involve cost inflation and supply chain
disruptions, echoing findings by Smith & Lee (2020) and Caldito et al. (2022) regarding
the impact of pricing competition on purchasing decisions. Respondents noted issues
such as “Increase of price ingredients” and “Rising or high cost of goods especially
meat,” which complicate price stability.
Place-Related Challenges (Table 4.1.3):
These challenges focus on physical infrastructure limitations, such as parking and
ventilation, as well as visibility and accessibility issues. This supports literature by
Benedicto et al. (2024) and Nga & R. (2022), which highlight the significance of location
and ambiance in customer satisfaction.
Promotion Challenges (Table 4.1.4):
Difficulties include limited brand awareness and effectively utilizing digital marketing.
This reflects the need for strong branding, as noted by Nuseir et al. (2019) and Kotler
and Keller (2016), who emphasize that competitive environments require strategic
promotion to attract and retain customers effectively.
To cope with these challenges, restaurants employ various strategies:
For Product-Related Issues (Table 4.2.1):
Strategies include focusing on customized menus and minimizing waste. This aligns with
Vu (2021), who highlights the importance of customization and quality control in food
service.
In Addressing Pricing Challenges (Table 4.2.2):
Strategies involve cost control, strategic inventory management, and justifying prices
through customer service. These approaches resonate with findings from Kotler & Keller
(2016) and Davis & Dunn (2018) on the importance of operational efficiency.
For Location Issues (Table 4.2.3):
Restaurants improve their physical environment and enhance customer access, using
online maps for visibility. This supports Kotler and Keller (2016) on the role of location
and digital marketing in business success.
Regarding Promotion (Table 4.2.4):
Strategies focus on building brand identity, creating positive customer experiences, and
leveraging social media. These tactics are consistent with Kotler and Keller (2016) and
Chaffey & Ellis-Chadwick (2019), who emphasize the importance of brand reputation
and adaptability in promotional strategies.
Summary of Findings
The majority of samgyupsal establishments in Tuguegarao City have been operating for 2-3
years. Product quality is the most influential factor affecting market share, followed by price,
place, and promotion. Key challenges include high ingredient costs, diverse customer
preferences, and maintaining consistent product quality.
Conclusion
Product quality is crucial for market share; promotional activities are less impactful. Businesses
must adapt to challenges through effective strategies in pricing and promotion.
Recommendations
1. For Owners: Focus on enhancing product quality and adopt strategic pricing.
2. For Investors: Use insights to make informed decisions in the samgyupsal sector.
3. For Local Government: Develop policies to support the growth of samgyupsal establishments.
4. For Future Researchers: Build on this study to explore similar market dynamics in other regions.
