SUCCESS OF MANG INASAL meng yang
SUCCESS OF MANG INASAL: EXPLORATORY CASE
_____________________________
A Thesis
Presented to the Faculty of Graduate School
DELA SALLE ARANETA UNIVERSITY
Victoneta Avenue, Malabon City
_______________________________
In Partial Fulfillment of the Requirements for the Degree
Master in Business Administration
By
Ming Yang
October 2014
ABSTRACT
Title : SUCCESS OF MANG INASAL: EXPLORATORY CASE
Researcher : MING YANG
Adviser : Dr. Nelson A. Layague
Institution : DE LA SALLE ARANETA UNIVERSITY Victoneta Avenue, Malabon City
Degree : Master in Business Administration
Year : 2014
Statement of the Problem
The study aims to the success of Mang Inasal company. It is specifically intended to answer the following questions.
1 What is the profile of the company
2 How does the company perform the following functions towards business success? 2.1 Human Resource 2.2 Marketing 2.3 Operation
3 How does the company achieve its success with regard to the following strategies 3.1 Corporate Capabilities 3.2 Core Competencies 3.3 Creating Customer Value 3.4 Opportunity – Driven Business 3.5 Continuous Innovation
Findings The summary of findings of this study is presented below:
Mang Inasal started in 2003 selling grilled chicken wrapped in banana leaves and rice. The typical Filipino flavor, and a plain paper lanterns decorated small restaurants with wooden tables, a hand - made and painted orange, green, and yellow walls that expresses its Philippine tradition. Mang Inasal had introduced a philosophy of “the fast food industry to create a new type but not an American fast food culture” became a successful marketing strategy with its Filipino flavor and affordable price. It became the third largest fast food chain in the country. Mang Inasal had started capital of roughly 300 thousand pesos (in Philippine currency) and rose to more than 100
_____________________________
A Thesis
Presented to the Faculty of Graduate School
DELA SALLE ARANETA UNIVERSITY
Victoneta Avenue, Malabon City
_______________________________
In Partial Fulfillment of the Requirements for the Degree
Master in Business Administration
By
Ming Yang
October 2014
ABSTRACT
Title : SUCCESS OF MANG INASAL: EXPLORATORY CASE
Researcher : MING YANG
Adviser : Dr. Nelson A. Layague
Institution : DE LA SALLE ARANETA UNIVERSITY Victoneta Avenue, Malabon City
Degree : Master in Business Administration
Year : 2014
Statement of the Problem
The study aims to the success of Mang Inasal company. It is specifically intended to answer the following questions.
1 What is the profile of the company
2 How does the company perform the following functions towards business success? 2.1 Human Resource 2.2 Marketing 2.3 Operation
3 How does the company achieve its success with regard to the following strategies 3.1 Corporate Capabilities 3.2 Core Competencies 3.3 Creating Customer Value 3.4 Opportunity – Driven Business 3.5 Continuous Innovation
Findings The summary of findings of this study is presented below:
Mang Inasal started in 2003 selling grilled chicken wrapped in banana leaves and rice. The typical Filipino flavor, and a plain paper lanterns decorated small restaurants with wooden tables, a hand - made and painted orange, green, and yellow walls that expresses its Philippine tradition. Mang Inasal had introduced a philosophy of “the fast food industry to create a new type but not an American fast food culture” became a successful marketing strategy with its Filipino flavor and affordable price. It became the third largest fast food chain in the country. Mang Inasal had started capital of roughly 300 thousand pesos (in Philippine currency) and rose to more than 100
References: APPENDICES CURRICULUM VITAE LIST OF FIGURE Figure No. 1 Organizational Structure…………………….……………………58 Figure No. 2 …. Company Logo …………………………………………………….64