Company and Marketing Strategy Analysis: Pancake House

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EXECUTIVE SUMMARY A. History Originally established in 1970, Pancake House’s Pioneering entrepreneurs Milagros Basa, Leticia Zamora, and Carmen Zaragosa introduce freshly baked pancakes and waffles in varied flavors and preparations to a predominantly rice-based consuming market. As it opens its first restaurant in Magallanes, Pancake House geared to serve the A, B, and upper C markets. Sta. Rosa Food Services Corporation (SRFSC) was incorporated to handle the management and operation of Pancake House in 1974. Several years later, it was jointly co-owned by another formidable company, Extrovert Inc. After nearly three decades, in January of 2000, the Pancake House chain expands to different parts of Central Luzon. Out of…show more content…
The Group posted a net income of P10.14 million for the three months ended March 31, 2010 compared to P13.59 million in 2009. The decrease can be attributed to lower restaurant sales and higher operating expenses incurred during the three months ended March 31, 2010. C. Major Market Serve The Group covers a wide range of food offerings, from international, Filipino, Japanese, Chinese, and French cuisine. These specifically identified the products and service that cater to the target markets. The target market is defined by age demographics as illustrated in the chart below: [pic] The spending power of the target market is categorized as Category A, the elites, Category B or the above average spenders, and Category C or the middle class or average spenders. Target market is broad: families, the after-church crowd and business breakfast and lunch customers. It is aimed at ages two to thirteen years of age, those who are still dependent with and normally dines out with their families. Target market belonging in the age bracket twenty three and above is commonly composed of business people, those who seek not only a good place to dine but also a place suitable to discuss and deal business matters. As illustrated above, those belonging to the age bracket of fourteen to twenty one years

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