Republic of the Philippines

BILIRAN PROVINCE STATE UNIVERSITY

ISO 9001: 2015 CERTIFIED

SCHOOL OF ARTS AND SCIENCES

STRATEGIC MARKETING PLAN FOR LUGAWAN MO AKO

BUSINESS ADMINISTRATION
School of Arts & Sciences
Biliran Province State University

Naval, Biliran, Philippines

1st Semester S.Y 2024 – 2025

Prepared by:
Borromeo, Vincent Carl
Cabias, Sandara Jean
Lloveras, Stephanne
Mejarito, Angelica
Troyo, John Kenneth
Viboraa, Lizalyn

Submitted to:
Glemark Saplad

Main Campus, P. Inocentes St., P.I. Garcia, Naval, Biliran Province, Philippines 6560
Tel. (053) 507-0014‫ ן‬Telefax. (053) 507-0014
SUC Level III-A (Per DBM-CHED Joint Circular #B dated June 21, 2007
Website: www.bipsu.edu.ph‫ ן‬Email: sas@bipsu.edu.ph | Facebook: www.facebook.com/WoWBiPSU

WoWBiPSU
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NOVEMBER 2024

Dedication
To Mr. Roel G. Cabulang, the owner and founder of Lugawan Mo Ako.

With your love for cooking and your strong dedication to serving others, you

have built a place that is truly special. What started as a simple idea—to

share affordable, delicious lugaw with the community—has become so much

more. You have given Naval a place where people from all walks of life can

come together, enjoy a warm meal, and feel at home. Your passion and

commitment to quality have made Lugawan Mo Ako a welcoming place that

people love and trust.

Your hard work shines through in every part of the business, from the

carefully prepared food to the friendly service and the clean, inviting space.

You remind us all that good food doesn’t have to be expensive, and that each

dish can be made with care and respect. By keeping prices fair and making

quality a top priority, you have shown that success comes from staying true to

one’s values. Lugawan Mo Ako reflects your heart and dedication, creating a

lasting impact on both customers and staff alike.

Thank you, Mr. Cabulang, for your vision, kindness, and commitment to

the community. You have created more than just a restaurant; you’ve built a

place where people feel connected, comforted, and cared for. As Lugawan Mo

Ako continues to grow, may it always be a place that brings people together

and celebrates the joy of sharing good food. Your work is truly inspiring, and

we look forward to seeing your dream continue to flourish and make a

difference in the lives of many.

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TABLE OF CONTENTS
PAGE

TITLE PAGE………………………………………………………………………1

DEDICATION...………………...………………………………………….......... 2

TABLE OF CONTENTS……...…………………………………………............3

SHORT MESSAGE…….…………………………………………………..........5

EXECUTIVE SUMMARY…………………………………………………..........6

MISSION & VISION STATEMENT…………………………………….............7

CORE VALUES STATEMENT….…………………………………….………...7

ORGANIZATIONAL PROFILE…….…...…………………………………........8

COMPANY LOGO……….…….……………….…………………………..........10

DATA GATHERING: INTERNAL ASSESSMENT……………….……..........12

Company Culture & Rites……………….…….….………………..........12

Management………………...…………….…….….……………….........12

Marketing…………………………….…….…….….……………….........13

Finance & Accounting……………..…….…….….………………..........14

Operation/Production……………….…….….………………................17

Research & Development……………….…….….……………….........18

Information Management System……………….…….….………........18

Internal Factor Evaluation (IFE)…...…………….…….….………........23

External Factor Evaluation (EFE) Matrix……………….……..…........24

Competitive Profile Matrix (CPM)……………….…….….………........25

DATA GATHERING: EXTERNAL ASSESSMENT………..…….…….........26

Opportunities………………...…………….……....……………….........27

Threats………..……………...…………….……....……………….........27

Competitive Profile Matrix (CPM)……………….…….….………........29

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External Factor Evaluation (EFE) Matrix……………….……..…........30

CONCLUSION…...………………………………………………………….......31

DOCUMENTATION………………………………………………….................33

ACCOMPLISHMENT REPORT…...……………………………….................34

CURRICULUM VITAE………………………………………………….............36

GRAMMARLY CHECKER………………………………………….................42

APPENDICES…………………….………………………………….................43

REFERENCES…………………………………………………........................51
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SHORT MESSAGE

I am Roel G. Cabulang, owner of Lugawan Mo Ako. Opening this place

has been a dream come true, and it means a lot to me to serve the

community here in Naval. My goal for Lugawan Mo Ako has always been

simple—to offer good food at a fair price, made with care, and to create a

space where everyone feels welcome. I believe that food brings people

together, and I want Lugawan Mo Ako to be a place where friends, families,

and neighbors can gather and enjoy comforting meals.

To our loyal customers and the entire community, I am truly grateful for

your support and encouragement. Your smiles, feedback, and the way you

keep coming back inspire us every day to keep improving. Knowing that

Lugawan Mo Ako has become a part of your daily lives brings me great joy

and motivates us to continue serving meals that are not just filling, but also

made with heart.

Thank you for being a part of our journey. We look forward to many

more years of sharing good food and warm moments with all of you. With your

continued support, we will keep striving to bring you dishes that you love and

to create a space where everyone feels at home. Salamat po, and we hope to

see you at Lugawan Mo Ako soon."

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Executive Summary

Roel G. Cabulang, the owner of the “Lugawan Mo Ako,” is a passionate

cook with a deep love for culinary arts. He has long aspired to open a

restaurant that resonates with his values and connects with the broader

community. Having successfully launched a restaurant in the past, his vision

now is to establish a new venture that caters specifically to the masses—

accessible, affordable, and appealing to everyday people.

In exploring potential concepts, he identified lugaw as the centerpiece of

this strategy. Lugaw, being one of the most iconic comfort foods for both

Filipinos and Asians, serves as an ideal foundation for this new endeavor. It

embodies familiarity, warmth, and affordability, making it a perfect fit for the

“masa” market.

The inspiration for this venture stems from the desire to create a dining

experience that delivers high-quality taste at a budget-friendly price point. He

envisions a place where anyone, regardless of background, can enjoy a meal

that satisfies their hunger and offers a sense of comfort and community. This

new restaurant will emphasize the essence of "lasap ang pagmamahal" —

ensuring that every dish is crafted with care, love, and a dedication to flavor

that goes beyond the ordinary.

By positioning this restaurant as an accessible, affordable, and high-

quality dining option, he aims to redefine perceptions of everyday comfort

food and establish a beloved staple in the community.

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Vision

To become a leading dining destination across Leyte, recognized for our

commitment to quality, innovation, and community-centered service, while

continuously enhancing our offerings to exceed customer expectations.

Mission

To deliver quality, affordability, and a welcoming environment where all

customers, regardless of background, can enjoy flavorful meals that satisfy

both appetite and budget.

Core Values

Affordability – We make delicious, satisfying food accessible to everyone.

Quality – We prioritize well-prepared dishes that exceed expectations in taste

and presentation.

Innovation – We continually expand and refine our menu to meet our

customers’ evolving preferences.

Community – We provide a space for everyone, bringing people together with

our food and service.

Commitment – We are dedicated to improving our offerings and exceeding

customer expectations.
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Organization Profile

Roel G. Cabulang
OWNER

Marge Cabulang
OWNER/MANAGER

Je-Ann Mondares
SUPERVISOR

KITCHEN
DEPARTMENRT

CHEFS

Mark Kevin Dave Gerry

Berba Dimatawaran Sanoria

KITCHEN STAFFS

Gerald Julius Corpin Jerrie

Gayrama Cabaltierra

CASHIER

Angielyn Aljen Arcena

Yaon

Figure 1. Organizational Structure

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The organizational structure of Lugawan Mo Ako is a hierarchical

setup designed to ensure efficient operations and clear roles within the

business.

At the top is Owner/Manager Mr. Roel G. Cabulang & Marge

Cabulang, who oversees the entire establishment and is responsible for

strategic decisions and overall management. Reporting directly to the owner

is Supervisor Je-Ann Mondares, who ensures daily operations run smoothly

by overseeing both the Kitchen and Cashier Departments.

The Kitchen Department consists of three Chefs (Mack Kevin Berba,

Dave Dematawaran, and Gerry Sanoria) responsible for preparing food and

maintaining food quality. They are supported by Kitchen Staff (Jerald

Gayrama, Julius Corpin, and Jerrie Cabaltierra), who handle food preparation,

cleaning, and other support tasks necessary for kitchen efficiency.

The Cashier Department includes two Cashiers (Angielyn Yaon and

Aljen Arcena) responsible for handling customer transactions, providing

receipts, and managing the financial side of daily sales.

This structure allows for clear reporting lines, effective division of labor, and

organized communication flow, helping Lugawan Mo Ako deliver quality

service while maintaining operational effectiveness.

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Company Logo

Lugaw is the most popular comfort food, not just for Filipinos but also

for many Asians. Its affordability makes it even more appealing, drawing

people from all walks of life. However, it is often regarded as food for the

masses, which leads to the misconception that it’s a cheap, low-class dining

option. That perception of lugaw is what he aims to change. He wants to

elevate its status, giving it the recognition, it deserves by transforming it into a

gourmet dish. His goal is to upgrade its image and provide a wonderful dining

experience while keeping it at a budget-friendly price point.

The name "LUGAWAN MO AKO" comes from the fact that lugaw is the

flagship dish among the collection of offerings at the restaurant. Interestingly,

the name also has a playful ring to it, rhyming with the phrase “ligawan mo

ako” (which means "woo me").

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So, why call this fast food spot "LUGAWAN MO AKO" (Make Me Some

Congee) Born out of passion, this venture is an attempt to upgrade the image

of the Filipino “turo-turo” by celebrating classic Filipino comfort foods — from

the gelatinous balbacua to the creamy champorado — all with a twist. He

tweaked the recipes and added those unique twists.

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Data Gathering: Internal Assessment

Company Culture and Rites

At "Lugawan Mo Ako," their organizational culture is built around a

sense of community and genuine care for both their team and customers.

They value inclusivity, affordability, and quality, aiming to create a space

where everyone feels at home, whether they are staff or patrons. Their

guiding belief, "lasap ang pagmamahal" (taste the love), shapes how they

prepare each dish—with attention, care, and dedication to flavor. This

principle not only enhances the dining experience for customers but also

fosters a strong team spirit, as each member understands that their

contributions bring warmth and joy to their customers. This culture also

directly influences their decisions. For example, their recent menu expansion

was driven by customer feedback, showing their commitment to a community-

oriented approach. While their culture is one of their strengths, they constantly

aim to balance this with growth, ensuring they stay welcoming and accessible

as they evolve.

Management

When it comes to setting and communicating goals, Mr. Roel G.

Cabulang make it a priority to ensure that each team member understands

their purpose and vision. He set clear, realistic objectives—like expanding

their menu or enhancing customer comfort—and share these through regular

meetings and individual conversations. He emphasizes the importance of

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each role, helping the team see how their work aligns with their goal of

making affordable, quality food accessible. Tasks are organized by role, with

supervisors overseeing daily operations and a head chef ensuring food

quality. This structure has proven effective in maintaining consistency and

customer satisfaction. The atmosphere within their team is generally positive,

and he work to keep it that way by encouraging open communication,

recognizing everyone’s hard work, and celebrating milestones together.

Involving the team in new ideas, like menu development, keeps them

motivated and engaged, knowing they have a direct impact on their progress.

Marketing

"Lugawan Mo Ako" stands out from competitors through a blend of

quality, affordability, and ambiance. They offer a unique experience by

combining delicious food with an art-inspired setting, elevating the typical

lugaw experience to something more refined. Their dedication to food quality,

presentation, and cleanliness makes them memorable for customers.

Feedback has been overwhelmingly positive, with customers appreciating

their well-seasoned meals at budget-friendly prices. They also value the

cleanliness and attention to detail they put into their service, which helps build

trust and loyalty. Their primary promotional tool is word of mouth—satisfied

customers naturally spread the word. They also maintain an active presence

on social media, using platforms like Facebook and Instagram to reach new

audiences. Encouraging customers to share their experiences with the

hashtag #LugawanMoAko helps build a sense of community. Additionally, they

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plan to use tarpaulins and posters to display their menu outside the restaurant

and run occasional raffles and promotions to engage both existing and new

customers.

Finance and Accounting

Estimated financial report based on the owner’s given data:

This estimated financial report provides a clear and concise overview

of the daily and monthly performance of Lugawan Mo Ako. The analysis is

based on information provided by the owner, stating that the business serves

about 300 customers daily from 7:00 AM to 9:00 PM, with an average of

350 Lugaw servings, including takeouts.

The report also considers operational costs such as the minimum

wage of ₱375 to ₱400 for 8 workers, ingredient costs, and utilities. Below is

the detailed breakdown of the estimated financial performance, reflecting the

strong profitability of the business based on current operations.

Assumptions and Details:

1. Customers: 300 daily customers with an average of 350 Lugaw

servings sold.
2. Other Menu Items: Assumed 50 additional orders for drinks,
desserts, or extras.
3. Menu Prices:
o Average price of Lugaw items: ₱55 (based on the menu range
₱30–₱99).
o Average price for other menu items: ₱50 (assumed for drinks,
extras, and desserts).
4. Labor:
o 8 workers working 14 hours daily.
o Minimum wage: ₱375–₱400 per worker.
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Summary of Financial Report

1. Daily Revenue:
o Lugaw Sales: 350 servings × ₱55 = ₱19,250
o Other Menu Items: 50 orders × ₱50 = ₱2,500
o Total Daily Revenue: ₱21,750

2. Daily Expenses:
o Labor Costs:
 Minimum: 8 workers × ₱375 = ₱3,000
 Maximum: 8 workers × ₱400 = ₱3,200
 Add 75% for a 14-hour day:
 Minimum: ₱5,250
 Maximum: ₱5,600
o Ingredient Costs: 30% of revenue: ₱21,750 × 0.3 = ₱6,525
o Utilities: ₱500
o Total Daily Expenses:
 Minimum: ₱12,275
 Maximum: ₱12,625

3. Daily Net Income:

o Minimum: ₱21,750 - ₱12,625 = ₱9,125
o Maximum: ₱21,750 - ₱12,275 = ₱9,475

4. Monthly Net Income (30 Days):

o Minimum: ₱9,125 × 30 = ₱273,750
o Maximum: ₱9,475 × 30 = ₱284,250
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Category Daily Daily Monthly Monthly

(Min) (Max) (Min) (Max)
Revenue (Lugaw) ₱19,250 ₱ 19,250 ₱ 577,500 ₱ 577, 500

Revenue (Other ₱ 2,500 ₱ 2,500 ₱ 75,000 ₱ 75, 000

Items)
Total Revenue ₱ 21,750 ₱ 21,750 ₱ 652,500 ₱ 652, 500

Labor Costs ₱ 5,250 ₱ 5,600 ₱ 157,500 ₱ 168, 000

Ingredient Cost ₱ 6,525 ₱ 6,525 ₱ 195,750 ₱ 195, 750

Utilities ₱ 500 ₱ 500 ₱ 15,000 ₱ 15, 000

Total Expenses ₱ 12,27 ₱ 12,625 ₱ 368, 250 ₱ 378, 750

Net Income ₱ 9,125 ₱ 9,475 ₱ 273, 750 ₱ 284, 250

Table 1. Financial Report Table

Revenue

 Lugaw accounts for most of the sales, contributing around 88% of daily
revenue.
 Other items like drinks, desserts, and extras add to the overall revenue.

Expenses

 Labor is a significant cost, reflecting the number of workers and long

working hours.
 Ingredient costs (30% of revenue) include rice, seasonings, and other
raw materials.

Net Income

 The business generates a strong net income, with monthly earnings

ranging from ₱273,750 to ₱284,250 after covering all costs.

Assessing the financial health of Lugawan Mo Ako, Mr. Roel G. Cabulang

said they are in a steady and promising position. Their main strength lies in

balancing affordability with quality, which has helped them build a loyal
 18

customer base and maintain steady sales. This focus on affordable, quality

food has created a foundation of community trust. However, rising costs—

especially inflation and high utility rates—are areas where they need to adapt

to protect their affordability and profitability. To address these, they’re

exploring cost-saving measures, efficient resource management, and slight

price adjustments, if needed, to cover increased expenses.

For short-term funding, he relies primarily on daily revenue, which has

been sufficient for operational needs. When it comes to long-term growth,

such as menu expansion or air conditioning installation, he approaches these

projects incrementally, financing them through accumulated revenue. While

external funding options exist, he is cautious about using them, as self-

financing keeps them flexible and independent. He feels confident in

managing their daily finances and have developed a budget plan that aligns

with their future growth objectives.

Operations/Production

Their supply chain for Lugawan Mo Ako is quite reliable, with rice—

their main ingredient—always in stock, ensuring they can serve lugaw

consistently. For other menu items, however, they face occasional limitations

due to the seasonal availability of certain ingredients in Naval. Their facilities

and equipment are well-maintained, and air conditioning is a planned addition

to enhance customer comfort. They use effective inventory control practices to

ensure quality without overstocking, and their resources are positioned to

meet their current demand well. Their team has a strong foundation of
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necessary skills for day-to-day tasks, and they emphasize continuous

improvement to enhance efficiency and customer satisfaction. While they

don’t use advanced technology systems yet, He is open to implementing

basic tools to support future growth and operational efficiency.

Research & Development

Currently, Lugawan Mo Ako does not have dedicated R&D facilities,

but he plays a hands-on role in developing and testing new recipes. This

approach has been cost-effective and aligns well with their focus on

innovation within a small-scale operation. For example, their unique take on

halo-halo was developed internally with close collaboration between himself

and his chefs, resulting in a product that resonates well with customers. While

they don’t employ separate R&D staff, the skills of their current team are

sufficient for their needs, as they prioritize creativity and attention to customer

feedback. Their team communicates effectively, enabling smooth integration

of new ideas, and their focus on quality and flavor keeps their offerings

competitive within the market.

Information Management System

Currently, they do not use an advanced information management

system at Lugawan Mo Ako. Their decision-making process primarily relies on

direct feedback and experience, which has served us well at their current
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scale. Data is managed traditionally, focusing on customer satisfaction and

hands-on operations, and they have not yet encountered significant needs for

data security beyond basic precautions. Looking ahead, they are considering

a simple digital system for tracking sales and inventory, which would support

better data management and efficiency. As they introduce more digital tools,

they will ensure staff are trained and comfortable with these new systems,

supporting both operational improvements and data protection.

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This section uses the Internal Factor Evaluation (IFE) and (EFE) Matrix
and (CPM) Competitive Profile Metrix as a summary step.

Goal 1: Increase Customer Base by 20% by Q4 2025

Objective 1.1: Expand the menu to include 3-5 new items that cater to

customer preferences.

 Timeline: Q1 2025

 Supporting Strategy:

o Conduct customer surveys to identify new menu items that

appeal to a broader audience (e.g., popular Filipino desserts

and drinks).

o Allocate resources for product testing and recipe development.

o Launch new items with a promotional discount to encourage

customer trials and feedback.

Objective 1.2: Boost brand presence through targeted marketing to attract

new customers.

 Timeline: Q1–Q4 2025

 Supporting Strategy:

o Allocate PHP 50,000 for digital marketing on social media platforms

such as Facebook and Instagram.

o Encourage customer engagement with hashtags and photo sharing

(#LugawanMoAko).
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o Conduct monthly promotions (e.g., discounts, raffles) to increase

customer visits and attract new demographics

Goal 2: Enhance Customer Satisfaction and Comfort in the Dining

Environment by Q2 2025

Objective 2.1: Install air conditioning to improve customer comfort during

peak hours.

 Timeline: Q2 2025

 Supporting Strategy:

o Use funds from retained earnings or secure a loan for air

conditioning installation.

o Schedule installation during non-peak hours to minimize

disruption to service.

o Evaluate the impact of air conditioning on customer comfort and

adjust utility budgeting accordingly.

Objective 2.2: Maintain and improve food quality and cleanliness standards

to build customer loyalty.

 Timeline: Ongoing

 Supporting Strategy:

o Conduct monthly training sessions for all staff on food safety,

hygiene, and customer service excellence.

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o Implement a quality check process for dishes before they are

served to ensure consistency.

o Gather customer feedback on cleanliness and service, using

insights to make continuous improvements.

Goal 3: Improve Operational Efficiency and Cost Management to

Support Affordability

Objective 3.1: Reduce operating costs by 10% over the next year without

compromising quality.

 Timeline: Q4 2025

 Supporting Strategy:

o Explore energy-efficient equipment options and compare costs

for potential upgrades.

o Negotiate with suppliers for bulk purchasing discounts on

ingredients and supplies.

o Review utility bills monthly and implement measures (e.g.,

adjusting operating hours) to lower costs.

Objective 3.2: Streamline inventory management to reduce waste and

optimize stock levels.

 Timeline: Ongoing

 Supporting Strategy:

o Implement a simple digital inventory tracking system to monitor

usage rates and reduce excess stock.

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o Conduct weekly inventory audits to identify high-turnover items

and adjust ordering patterns.

o Train staff on inventory best practices to minimize waste and

ensure high-quality ingredients.

Rating scale:

 1 = Major weakness
 2 = Minor weakness
 3 = Minor strength
 4 = Major strength

1. Internal Factor Evaluation (IFE) Matrix

The IFE Matrix assesses Lugawan Mo Ako's internal strengths and

weaknesses, with weighted scores indicating the business’s internal
positioning.

Internal Factors Weight Rating Weighted Score

High-quality food 0.20 4 0.80
Strong customer loyalty 0.15 3 0.45
Affordability 0.15 4 0.60
Limited menu diversity 0.10 2 0.20
High utlity costs 0.10 2 0.20
Seasonal ingredient 0.10 2 0.20
limitations
Total 1.00 2.45
Table 2. Internal Factor Evaluation (IFE) Matrix

The Internal Factor Evaluation (IFE) Matrix for Lugawan Mo Ako

assesses its internal strengths and weaknesses, with a total weighted score of

2.45. The business excels in areas like high-quality food (weighted score of

0.80), affordability (0.60), and strong customer loyalty (0.45), which are key

strengths contributing positively to its success. However, it faces weaknesses

such as limited menu diversity, high utility costs, and seasonal ingredient

limitations, each contributing a score of 0.20, indicating areas for

improvement. The total score suggests that while Lugawan Mo Ako has solid
 25

strengths, there are notable internal challenges that need addressing to

improve its overall position in the market.

2. External Factor Evaluation (EFE) Matrix

The EFE Matrix evaluates external opportunities and threats, scoring how well
Lugawan Mo Ako can respond to external factors.

External Factors Weigh Rating Weighted

t Score
Growing market in Biliran 0.20
4 0.80
Demand for affordable meals 0.15
4 0.60
Positive customer feedback 0.15
3 0.45
Rising inflation 0.15
2 0.30
Competition from new 0.10
3 0.30
establishments
High electricity rates 0.10 2 0.20
Total 1.00 2.65
Table 3. External Factor Evaluation (EFE) Matrix Interpretation

The External Factor Evaluation (EFE) Matrix for Lugawan Mo Ako

assesses its ability to respond to external opportunities and threats, resulting

in a total weighted score of 2.65. Key opportunities include a growing market

in Biliran and demand for affordable meals, each with high ratings and

weights, adding 0.80 and 0.60, respectively, to the score—highlighting that

these factors greatly benefit the business. Positive customer feedback also

contributes positively (0.45), reinforcing the brand's appeal. However, threats

like rising inflation, competition from new establishments, and high electricity

rates pose challenges, with lower ratings and scores, especially inflation and

electricity rates, which add a combined 0.50. The overall score indicates that
 26

Lugawan Mo Ako is positioned well to leverage opportunities but must

strategically address these external threats to maintain its competitive edge.

Competitive Profile Matrix (CPM)

The CPM assesses Lugawan Mo Ako in relation to competitors, such

as Mang Inasal and other local food stands, by analyzing critical success

factors.

Factors Weight Lugawan Kuya Wel Pares at Kuya Pabs

Mo Ako Goto Lugawan Parisan
Quality of Food 0.20 4 (0.80) 3 (0.60) 3 (0.60)
Pricing 0.20 4 (0.80) 3 (0.60) 4 (0.80)
Ambiance 0.15 3 (0.45) 3 (0.45) 3 (0.45)
Customer 0.15 4 (0.60) 4 (0.60) 3 (0.45)
Service
Menu Diversity 0.10 2 (0.20) 4 (0.40) 3 (0.30)
Marketing & 0.10 3 (0.30) 3 (0.30) 4 (0.40)
Brand Presence
Total 1.00 3.15 3.15 3.00
Table 4. Competitive Profile Matrix (CPM)

The Competitive Profile Matrix (CPM) for Lugawan Mo Ako compares

its strengths against competitors like Kuya Wel Pares at Goto Lugawan and

Kuya Pabs Parisan. With a total score of 3.15, Lugawan Mo Ako competes

effectively, matching or exceeding its competitors in key areas. It excels in

quality of food and pricing, each rated 4 and scoring 0.80, giving it an edge in

these critical factors. Customer service also scores well (0.60), indicating

strong customer interactions. However, Lugawan Mo Ako has lower scores in

 27

menu diversity (0.20) and marketing and brand presence (0.30), where

competitors provide more variety and have a stronger brand presence. These

insights suggest that while Lugawan Mo Ako is competitive in quality, pricing,

and service, expanding menu options and increasing brand visibility could

further enhance its standing against local competitors.

Data Gathering: External Assessment

OPPORTUNITIES OF LUGAWAN MO AKO

Biliran Island, and Naval in particular, is experiencing growth and

development, with more businesses and larger enterprises like Mang Inasal

and Gaisano entering the market. This presents a significant opportunity for

them to establish Lugawan Mo Ako as a recognized brand ahead of this

expansion. By positioning themselves now, they can build a strong foundation

and capitalize on the increasing market potential as the Naval continues to

develop into a more urbanized area.

THREATS OF LUGAWAN MO AKO

One of the major threats they face is the rising inflation rate, which

affects not only them but all businesses. As the prices of commodities

continue to increase, managing the cost of our ingredients while maintaining

affordability becomes a challenge. Additionally, the high electricity rates on the

island further impact their operational costs. Balancing the price point of their
 28

offerings in light of these rising costs is crucial. He must carefully consider any

price adjustments to ensure they do not alienate their customers while still

covering their increased expenses. This balance is essential to sustain their

business's profitability and continue providing quality products and services.

He needs to explore cost-saving measures and efficiency improvements to

mitigate the impact of inflation and high utility costs on their overall operations.

OPPORTUNITIES THREATS
Expand Menu Variety - Introduce Intense Competition - Numerous
diverse flavors, toppings, and players saturate the lugaw market.
dietary-specific options such as
vegetarian or vegan lugaw. (Source: Philippine Star)

(Source: Filipino Food Net) Ingredient Cost Fluctuations -

Volatile prices of key ingredients
Target Specific Niches - Design affect margins.
services and offerings tailored to
distinct segments, such as students (Source: Rappler)
or office workers.
Labor Costs and Availability -
(Source: Entrepreneur.com) Recruitment and retention
challenges drive up operational
Offer Delivery Services - Partner costs.
with online food delivery apps to
enhance accessibility. (Source: GMA Network)

(Source: Rappler) Hygiene and Safety Concerns -

Issues can severely damage
Create a Unique Brand Identity - reputation and trust.
Establish a recognizable and
memorable branding strategy. (Source: DOH Food Safety
Concerns)
(Source: Entrepreneur.com)
Economic Downturn - Reduced
Partner with Local Businesses - spending during economic slumps
Bundle offerings with neighboring impacts revenue.
establishments for added value.
(Source: Philippine Economy
(Source: Forbes) Report)

Offer Catering Services - Provide Government Regulations - New

 29

compliance requirements can disrupt

catering for events to expand market operations.
reach.
(Source: FDA Philippines)
(Source: Catering Business
Opportunities) Franchise Models - Big franchises
overshadow small, independent
Invest in Modern Equipment - businesses.
Incorporate efficient kitchen
technologies to improve operations. (Source: Philippine Star)

(Source: Food and Wine) Negative Publicity - Food safety

incidents can lead to loss of
Explore Franchising - Develop a customers. (Source: Philippine Star)
franchise model to achieve a Social Media Criticism - Online
broader geographical reach. negative reviews damage brand
perception.
(Source: Department of Trade and
Industry) (Source: Forbes)

Develop a Strong Online Presence Lack of Innovation - Inability to

- Leverage social media and digital meet evolving consumer
platforms for promotion and preferences results in lost market
customer engagement. relevance.

(Source: Entrepreneur.com) (Source: Philippine Food Trends)

Offer Value-Added Services -

Implement loyalty programs or
discounts for repeat customers.

(Source: Forbes)

Table 5. Opportunities and Threats

Most Serious Factors

Opportunities Threats
Develop a Strong Online Presence Intense Competition
Lugawan Mo Ako can reach more With competitors like "Kuya Wel
customers by leveraging social Pares at Goto Lugawan" and "Kuya
media and delivery platforms, Pabs Parisan," standing out is vital.
especially as more consumers rely Failure to do so risks losing market
on online channels for food options. share and customer loyalty.
This enhances visibility and builds a
 30

loyal customer base.

Expand Menu Variety Ingredient Cost Fluctuations

Offering unique and diverse lugaw Since lugaw relies on staple
flavors can differentiate the business ingredients, any cost increase
from competitors, attracting a affects pricing and profitability,
broader audience and addressing challenging Lugawan Mo Ako's
varying customer preferences. ability to remain competitive in a
price-sensitive market.

Table 6. Serious Factors of Lugawan Mo Ako

Critical Success Weight Lugawan Mo Kuye Wel Kuya

Factors Ako Pares at Pabs
Goto Paresan
Lugawan
Product Quality 0.30 4 3 2

Pricing Strategy 0.20 3 4 3

Customer Service 0.15 3 4 3

Brand Recognition 0.10 2 4 3

Online Presence 0.15 3 2 3

Menu Vareity 0.10 4 3 3

Total 3.25 3.35 2.85

Table 7. Competitive Profile Matrix

The Competitive Profile Matrix (CPM) shows that Lugawan Mo Ako

performs competitively with a score of 3.25, closely trailing Kuya Wel Pares

at Goto Lugawan (3.35) and outperforming Kuya Pabs Parisan (2.85).

While the business excels in product quality and menu variety, it falls

behind in brand recognition and pricing strategy. To address these gaps,

Lugawan Mo Ako must focus on building a stronger brand presence through

consistent marketing efforts, engaging social media campaigns, and

establishing a unique identity, such as a memorable logo or tagline.

 31

Enhancing the pricing strategy by offering value meals or discounts during off-

peak hours can help attract a broader customer base while staying

competitive.

External Factors Weight Rating Weighted Score

Expand Menu Variety 0.15 4 0.60
Develop a Strong 0.15 3 0.45
Online Presence
Target Specific 0.10 3 0.30
Niches
Intense Competition 0.20 2 0.40
Ingredient Cost 0.20 3 0.60
Fluctuations
Negative Publicity 0.10 2 0.20
Social Media Criticism 0.10 3 0.30
Total 2.85
Table 8. External Factor Evaluation (EFE) Matrix

In the External Factor Evaluation (EFE) Matrix, Lugawan Mo Ako

scores 2.85, indicating a slightly above-average ability to respond to external

opportunities and threats. The business effectively leverages opportunities

such as its diverse menu variety and growing online presence. However,

there is room for improvement in addressing external threats like intense

competition and negative publicity. To mitigate competition, the business

should differentiate itself through unique value propositions, such as signature

recipes or exceptional customer service. Additionally, strict quality control

 32

measures, staff training, and proactive monitoring of social media can help

manage and reduce the impact of negative publicity.

Conclusion

Lugawan Mo Ako stands as a testament to Roel G. Cabulang’s vision

of transforming traditional comfort food into a celebrated dining experience.

The restaurant has successfully redefined lugaw, presenting it as an

affordable yet elevated dish that resonates with the Filipino community.

Lugawan Mo Ako has created a unique identity that bridges the gap between

street food simplicity and refined dining by focusing on quality ingredients,

careful preparation, and a welcoming atmosphere. The commitment to “lasap

ang pagmamahal” ensures that every dish reflects care, attention, and

dedication to customer satisfaction.

Lugawan Mo Ako's strategic positioning has allowed it to thrive in a

competitive market. The business excels in its ability to deliver high-quality

food at reasonable prices while fostering strong customer loyalty. However,

challenges such as rising operational costs, intense competition, and limited

menu diversity highlight areas for growth and adaptation. To sustain its
 33

momentum, Lugawan Mo Ako has identified key opportunities, including menu

expansion, strengthening its online presence, and improving customer

comfort through enhancements like air conditioning.

Biliran Island’s growing market presents significant potential for

Lugawan Mo Ako to solidify its presence as a household name. With an

increasing demand for accessible and affordable meals, the restaurant is well-

placed to capture a broader audience. By leveraging digital marketing,

engaging social media campaigns, and strategic partnerships, Lugawan Mo

Ako can build a stronger brand identity and attract new demographics. Its

plans to refine its operations and maintain high standards in food quality and

service will be instrumental in ensuring long-term success.

Lugawan Mo Ako exemplifies the fusion of passion and strategy,

creating a business that serves delicious food and nurtures a sense of

community. By balancing its strengths with a proactive approach to

addressing challenges, the restaurant is poised for sustained growth and

impact. As it continues to innovate and adapt, Lugawan Mo Ako has the

potential to become a beloved and enduring establishment, setting a standard

for quality, affordability, and connection in the local dining scene.

 34

Documentation

Interview with the owner of Lugawan Mo Ako, Sir Roel G. Cabulang

Making of the Strategic Management Plan

 35

ACCOMPLISHMENT REPORT

Date Activity Details

October 26 Crafting of Questionnaire We successfully crafted
a comprehensive
questionnaire to be
used for interviewing
Sir Roel G. Cabulang,
the owner of Lugawan
Mo Ako. The
questionnaire was
designed to gather
valuable insights about
the business, including
its operations,
challenges, and
strategic goals.
October 30 Interviewing the Owner The interview with Sir
Roel G. Cabulang was
conducted, allowing us
to gather in-depth
information about the
business's operations,
values, and market
position. This interview
provided essential data
that would guide the
development of the
 36

Strategic Management
Plan (SMP).
November 4 Crafting the Strategic We began crafting the
Management Plan (SMP) Strategic
Management Plan
(SMP) using the data
gathered during the
interview. Our focus
was on identifying the
business's strengths,
weaknesses,
opportunities, and
threats, as well as
formulating actionable
strategies for
improvement.
November 15 & 16 Continued Crafting of The team continued to
Strategic Management Plan work on the SMP,
(SMP) refining the initial draft
and incorporating
additional insights. Key
areas such as
competitive analysis,
external factor
evaluation, and
strategic initiatives were
further developed
during this phase.
November 21 & 22 Finalizing the Strategic The Strategic
Management Plan (SMP) Management Plan
(SMP) was finalized.
The final document
outlines clear strategies
and action plans
tailored to Lugawan
Mo Ako, ensuring that
it is equipped to
address challenges and
leverage opportunities
for growth and
sustainability.
37
38
39
40
41
42
43
 44

GRAMMARLY CHECKER CERTIFICATE

 45

APPENDICES
 46

Appendix A. Letter for the Business

November ___, 2024

Mr. Roel G. Cabulang

Owner
Lugawan Mo Ako
Vicentillo Street
Santissimo Rosario Poblacion, Naval, Biliran
6543

Good Day!

We are third-year BSBA Marketing Management students from Biliran Province State
University, currently taking up the subject of Strategic Management under the BSBA program.
As part of the requirements for the said subject, we are tasked to make a Strategic
Marketing Plan for your company.

In line with this, we humbly ask permission from your good office to allow us to interview your
highly suggested informant who can give us sufficient information regarding your company.

We hope and pray that this request merits your approval. Thank you and keep safe always!

Respectfully yours,

ANGELICA MEJARITO
Group Representative

Noted and Attested:

GLEMARK SAPLAD
Strategic Management Instructor

Recommending Approval:

VICENTE Q. SOLTEO JR., DM,

Chairperson, School of Arts and Sciences

Approved:

CHRISTOPHER R. VICERA, Ed. D

Dean, School of Arts and Sciences
 47

Appendix B. Organizational Structure

Roel G. Cabulang
OWNER

Marge Cabulang
OWNER/MANAGER

Je-Ann Mondares
SUPERVISOR

KITCHEN
DEPARTMENRT

CHEFS

Mark Kevin Dave Gerry

Berba Dimatawaran Sanoria

KITCHEN STAFFS

Gerald Julius Corpin Jerrie

Gayrama Cabaltierra

CASHIER

Angielyn Aljen Arcena

Yaon
 48

Appendix C. Financial Report Table

Category Daily Daily Monthly Monthly

(Min) (Max) (Min) (Max)
Revenue (Lugaw) ₱19,250 ₱ 19,250 ₱ 577,500 ₱ 577, 500

Revenue (Other ₱ 2,500 ₱ 2,500 ₱ 75,000 ₱ 75, 000

Items)
Total Revenue ₱ 21,750 ₱ 21,750 ₱ 652,500 ₱ 652, 500

Labor Costs ₱ 5,250 ₱ 5,600 ₱ 157,500 ₱ 168, 000

Ingredient Cost ₱ 6,525 ₱ 6,525 ₱ 195,750 ₱ 195, 750

Utilities ₱ 500 ₱ 500 ₱ 15,000 ₱ 15, 000

Total Expenses ₱ 12,27 ₱ 12,625 ₱ 368, 250 ₱ 378, 750

Net Income ₱ 9,125 ₱ 9,475 ₱ 273, 750 ₱ 284, 250

Appendix D. Internal Factor Evaluation (IFE) Matrix

Internal Factors Weight Rating Weighted Score

High-quality food 0.20 4 0.80
Strong customer loyalty 0.15 3 0.45
Affordability 0.15 4 0.60
Limited menu diversity 0.10 2 0.20
High utlity costs 0.10 2 0.20
Seasonal ingredient 0.10 2 0.20
limitations
Total 1.00 2.45

Appendix E. External Factor Evaluation (EFE) Matrix

External Factors Weigh Rating Weighted

t Score
Growing market in Biliran 0.20 4 0.80
Demand for affordable meals 0.15 4 0.60
Positive customer feedback 0.15 3 0.45
Rising inflation 0.15 2 0.30
Competition from new 0.10 3 0.30
establishments
High electricity rates 0.10 2 0.20
Total 1.00 2.65
 49

Appendix F. Competitive Profile Matrix (CPM)

Factors Weight Lugawan Kuya Wel Pares at Kuya Pabs

Mo Ako Goto Lugawan Parisan
Quality of Food 0.20 4 (0.80) 3 (0.60) 3 (0.60)
Pricing 0.20 4 (0.80) 3 (0.60) 4 (0.80)
Ambiance 0.15 3 (0.45) 3 (0.45) 3 (0.45)
Customer 0.15 4 (0.60) 4 (0.60) 3 (0.45)
Service
Menu Diversity 0.10 2 (0.20) 4 (0.40) 3 (0.30)
Marketing & 0.10 3 (0.30) 3 (0.30) 4 (0.40)
Brand Presence
Total 1.00 3.15 3.15 3.00

Appendix G. Opportunities and Threats

OPPORTUNITIES THREATS
Expand Menu Variety - Introduce Intense Competition - Numerous
diverse flavors, toppings, and players saturate the lugaw market.
dietary-specific options such as
vegetarian or vegan lugaw. (Source: Philippine Star)

(Source: Filipino Food Net) Ingredient Cost Fluctuations -

Volatile prices of key ingredients
Target Specific Niches - Design affect margins.
services and offerings tailored to
distinct segments, such as students (Source: Rappler)
or office workers.
Labor Costs and Availability -
(Source: Entrepreneur.com) Recruitment and retention
challenges drive up operational
Offer Delivery Services - Partner costs.
with online food delivery apps to
enhance accessibility. (Source: GMA Network)

(Source: Rappler) Hygiene and Safety Concerns -

Issues can severely damage
Create a Unique Brand Identity - reputation and trust.
Establish a recognizable and
memorable branding strategy. (Source: DOH Food Safety
Concerns)
(Source: Entrepreneur.com)
Economic Downturn - Reduced
Partner with Local Businesses - spending during economic slumps
Bundle offerings with neighboring impacts revenue.
establishments for added value.
 50

(Source: Philippine Economy

(Source: Forbes) Report)

Offer Catering Services - Provide Government Regulations - New

catering for events to expand market compliance requirements can disrupt
reach. operations.

(Source: Catering Business (Source: FDA Philippines)

Opportunities)
Franchise Models - Big franchises
Invest in Modern Equipment - overshadow small, independent
Incorporate efficient kitchen businesses.
technologies to improve operations.
(Source: Philippine Star)
(Source: Food and Wine)
Negative Publicity - Food safety
Explore Franchising - Develop a incidents can lead to loss of
franchise model to achieve a customers. (Source: Philippine Star)
broader geographical reach. Social Media Criticism - Online
negative reviews damage brand
(Source: Department of Trade and perception.
Industry)
(Source: Forbes)
Develop a Strong Online Presence
- Leverage social media and digital Lack of Innovation - Inability to
platforms for promotion and meet evolving consumer
customer engagement. preferences results in lost market
relevance.
(Source: Entrepreneur.com)
(Source: Philippine Food Trends)
Offer Value-Added Services -
Implement loyalty programs or
discounts for repeat customers.

(Source: Forbes)
 51

Appendix H. Serious Factors of Lugawan Mo Ako

Most Serious Factors

Opportunities Threats
Develop a Strong Online Presence Intense Competition
Lugawan Mo Ako can reach more With competitors like "Kuya Wel
customers by leveraging social Pares at Goto Lugawan" and "Kuya
media and delivery platforms, Pabs Parisan," standing out is vital.
especially as more consumers rely Failure to do so risks losing market
on online channels for food options. share and customer loyalty.
This enhances visibility and builds a
loyal customer base.

Expand Menu Variety Ingredient Cost Fluctuations

Offering unique and diverse lugaw Since lugaw relies on staple
flavors can differentiate the business ingredients, any cost increase
from competitors, attracting a affects pricing and profitability,
broader audience and addressing challenging Lugawan Mo Ako's
varying customer preferences. ability to remain competitive in a
price-sensitive market.

Appendix I. Competitive Profile Matrix

Critical Success Weight Lugawan Mo Kuye Wel Kuya

Factors Ako Pares at Pabs
Goto Paresan
Lugawan
Product Quality 0.30 4 3 2

Pricing Strategy 0.20 3 4 3

Customer Service 0.15 3 4 3

Brand Recognition 0.10 2 4 3

Online Presence 0.15 3 2 3

Menu Vareity 0.10 4 3 3

Total 3.25 3.35 2.85

 52

Appendix J. External Factor Evaluation (EFE) Matrix

External Factors Weight Rating Weighted Score

Expand Menu Variety 0.15 4 0.60
Develop a Strong 0.15 3 0.45
Online Presence
Target Specific 0.10 3 0.30
Niches
Intense Competition 0.20 2 0.40
Ingredient Cost 0.20 3 0.60
Fluctuations
Negative Publicity 0.10 2 0.20
Social Media Criticism 0.10 3 0.30
Total 2.85
 53

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