A strategic paper on West Triangle Food Services

• Main Author: Sy, Rachelle Lenice P.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Restaurant management > Philippines; Restaurants > Philippines; West Triangle Food Services
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3985
• Institution: De La Salle University

One of man's basic survival needs is nourishment. Through the ages as society continues to evolve, nourishment continues to be the most important facet to man's evolution. Man has consistently improved the art of cuisine to its most advanced and delicate form to what we know it today. Many specialize in cooking and a delicious meal is always appreciated. For most people, eating has evolve into a social event as well as a necessary part of everyday living. Restaurants and dining places have evolved and the attraction of man to food has become even greater. So it is no wonder that this activity would become one of the founding business of society. In the Philippines, the restaurant industry has a market size of Php 68.7 billion in 1997. This is considered as one of the biggest purely commercial industries of the Philippine economy. This industry has seen tremendous growth through the decades and competition has become more intense. Throughout the industry, restaurants have begun to tinker with the menu to boost margins, offer discounts and improve quality to increase the consumers' sense of value. Our company, West Triangle Food Services (Mr. Poon- Quezon Avenue), is part of the full-service segment of the industry. The company's majority ownership is with Chee Puck Refrigeration, Inc. West Triangle Food Services started out as a diversification effort by the mother company. The company underwent many facelifts, with the most recent being in April 2000 by adopting The Mr. Poon name. Couples with a change in management, better control of quality and expenses and the like, sales jumped by 290% in 2000. Although the company is enjoying a high profit margin now, the company's main objective is on debt servicing, which is caused by the company's initial losses of its earlier operations. Strategic concerns also face the company. The relationship with the Mr. Poon organization is strenuous and a concrete agreement needs to arrived at to ensure the continuous operation of the branch. The operation along Quezon Avenue has proven very viable that its present success must consistently be improved upon. Expansion in product line and branching out are also key issues that need to be addressed as well as their corresponding effects on the Quezon Avenue branch. In light of these, objectives for a five-year period had been set for the West Triangle Food Services. Among which are: (1) to be the restaurant of choice among connoisseurs of Chinese cuisine by 2015 (2) to maintain growth and profitability and (3) to have a 20% annual growth on sales within the next five years. The generic competitive strategy for West Triangle Food Services is broad differentiation and best-cost provider. They will be achieved by offering products and services, which are of high quality. More so, value received for the price paid will far exceed the expectations of the customers. Functional strategies are as follows: Marketing will spend around .01% of sales in Quezon Avenue branch and .05% for the second branch. Training of employees to improve their skills needed in the performance of their responsibilities will be emphasized. To ensure that quality and control measures will be maintained, it will be continuously checked upon by the supervisor, manager and the external auditor. Research and development will also play a vital role in coming up with the new product offerings. All of these strategies should be measured and evaluated so that corrective actions can be taken when needed. Feedback should be continuously collected from the consumers so that Mr. Poon- Quezon Avenue will know what the consumers want thus, improvements can be made. Finally, to effectively implement the proposed strategies, and consequently, achieve the objectives, there should be common shared values among the employees. the corporate mission and vision should be shared with the employees so that they can work with management to succeed. Taking great liberty in the formulation of such strategies based on the data that were gathered as of December 2000, I hope that the company would meet further success in the subsequent endeavors.