CHAPTER 1
INTRODUCTION
Having an occasion or without, we are still going out and eat something
delicious together with friends or families. One of the sweet good looking stuff
that most of occasions have are cakes, usually this is the highlight of the menu.
Or sometimes when we just feel needy of sweets then the go thru are cakes.
Each buyer has different references on taste but people loves to go back in
JMP’s Cakes and Caterings, because of their satisfying service, they made sure
that they make delicious and tasty cakes and pastries without compromising
one’s health.
The JMP’s Cakes and Caterings which is located in Neptune Street,
Sanchez Subdivision, Polomolok, South Cotabato, customizes party events with
pastries, pasta, breads and personalize cakes. According to them every slice of
cakes was made with passion and dedication that will give you a flavorful
experience that you have never experience. JMP’s Cakes and Caterings offer
personalize cakes that fit in every theme the customers have. In that strategy
they attract more interested customers to come in their beloved store.
A marketing strategy will be the guide for the firm on how to find
customers. The focus of marketing strategy is to ensure that the products and
services to meet the customer wants and needs to develop long-term and
profitable relationships to the customers. The purpose of these is to identify and
communicate the benefits the business offering to the target market. Without this
there is a possibility that the firm will fail.
Many business owners haven’t discovered the importance of a marketing
strategy. In fact, having a marketing strategy is so useful that you can think of it
as having a road map. It will guide you in every business decision that you make.
Marketing Strategy is important in every business to achieve the firm goals
especially to gain customers and profit. It determines the use of the company's
resources and tactics to achieve its specific marketing objectives based on the
needs and desires of the customers.
Today, the customers satisfaction is about meeting the customers
expectation, in other words, the services and experience of the firm must meet or
exceed the expected result. Selling demand is used to be about meeting
inventory and service demands. It must meet customers on their terms, what and
when they want.
The purpose of the study is to share the effective marketing strategies and
the customers’ satisfaction of JMP’s Cakes and Caterings.
STATEMENT OF THE PROBLEM
The researchers found interest on the marketing strategies and
customers’ satisfaction of JMP’s cakes and catering a rising pastry and catering
in Polomolok. This study will focus on what and how effective the marketing
strategies and how does it affect the selling demand of JMP’s Cakes and
Caterings.
1). What are the Marketing Strategy of JMP’s Cakes and Caterings in relation to?
1.1 Designing
1.2 Delivery
1.3 Advertising
2).What is the customers satisfaction related to?
2.1 Taste
2.2 Price
2.3 Size
2.4 Texture
2.5 Design
2.6 Customer Service
3).Is there a significant relationship between marketing strategy and customers
satisfaction?
HYPOTHESIS
There is no significant between marketing strategy and customers’
satisfaction.
SCOPE AND DELIMITATION
This study is delimited on the Marketing Strategies of JMP’s Cakes and
Caterings by carefully evaluating the customers and the staffs of the shop as the
30 target respondents in order to obtain data by giving them a questionnaire.
It is only a marketing strategy of JMP’s Cakes and Caterings that the
management allow to share to the researcher.
SIGNIFICANCE OF THE STUDY
This study is very significant to:
Manager – To help them improve their marketing strategies and to gain
more customer.
Staffs – To give them more experience and to have interesting task.
Customer – To make them satisfy for what JMP’s Cakes and Caterings
services offered.
Researchers and Future Researchers – To gain more knowledge on
how to gain customers through marketing strategy.
DEFINITIONS OF TERMS
As used in this study, the following are operationally defined;
JMP’s Cakes and Caterings – A business establishment located at Neptune
Street, Sanchez Subdivision,
Polomolok, South Cotabato.
Marketing Strategy – A strategy that will help the firm grow and to
satisfy customers’.
Customer Satisfaction – Meeting the expectations of the customers to the
products and services of the firm.
Customers – Are the buyers of the firm.
Entrepreneurship – The acts of organizing and managing a business
or industrial undertaking.
CONCEPTUAL FRAMEWORK
INDEPENDENT VARIABLE DEPENDENT VARIABLE
Customers’ Satisfaction
Marketing Strategies
Taste
Designing Price
Delivery Size
Advertising Texture
Design
Customer service
