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I. Introduction

A. Problem Statement

This study aims to assess and analyze how Let's Chow will sustain its growth with the addition of new and innovative marketing efforts.

B. Research Objective

The objective of this research is to determine additional new and innovative marketing efforts of Let's Chow to improve its sales and revenue.

C. Background

Aguilar Avenue, one of the known streets in Las Piñas City, is a pathway connecting Sucat, Parañaque to Alabang-Zapote road. Along this road is an array of different establishments from shops, stores to restaurants. Aguilar Avenue may be considered as one of the busiest roads in the area and Let's Chow being one of the establishments along this road, encouraged the researchers to select this as the subject for this research. Among the various establishments along this road, the researchers would like to determine how Let's Chow will be able to sustain their growth. Various marketing efforts are needed to help a business prolong its existence. With this in mind, the researchers would like to assess Let's Chow's marketing efforts and determine additional new and innovative efforts to help them improve their sales and revenue.

Let's Chow is a fast casual Chinese restaurant serving delectable array of Chinese cuisine for dine-in, food- to-go or delivery. It is a subsidiary of the Jipang Group of Companies owned by Ms. Carolina Y. Matsuda. It has two branches, one at the Departure Area, Domestic Section of NAIA, Terminal 3

and another at Aguilar Avenue in Las Piñas City across Southville International School and beside Las Piñas Doctors Hospital. The latter branch was launched last October 2010 which also is the subject of this research.

II. Methodology

A. Sampling Design

The sampling design chosen for this research is random sampling. Random sampling is a probability sampling procedure that ensures every sampling unit in the target population has a known and equal chance of being selected. (Hair, Bush & Ortinau, 2003) The researchers have chosen this design because there was no specific criteria set as to who the respondents should be in the population for this research.

B. Research Design

The researchers have chosen the descriptive research design for this study. A descriptive research uses a set of scientific methods and procedures to collect raw data and create data structures that describe the existing characteristics of a defined target group. This research design usually looks for answers to who, what, when, where and how questions. (Hair, Bush, & Ortinau, 2003) The researchers chose this research design since its objective is to determine new marketing efforts this will help the researchers gather information on the current marketing efforts of Let's Chow and describe customer's attitudes, feelings and patronage behavior toward them. Through this research design, it allowed the researchers to observe and collect information on Let's Chow and its activities without affecting natural behaviors.

C. Data Collection

The administration of surveys was done right after the validation of the survey questionnaires by Dr. Ludy Balatbat, a practicing professional. 50 surveys were distributed to random people within the CAA community. The surveys were retrieved on-the-spot and all the gathered information were organized and analyzed after the completion of the said surveys.

D. Limitations

This study is focuses on Let's Chow that is located at Aguilar Avenue in Las Piñas City. This is also focused only to determining additional new and innovative marketing efforts of the said establishment to sustain its sales and revenue. The number of respondents was only limited to 50 people which is a protocol for undergraduates. All the information gathered regarding marketing efforts were only focused on the efforts by Let's Chow. The researchers had 2-3 weeks to gather all the needed information and to compute and analyze all the data.

E. Significance of the Study

This study would be beneficial to the following:

Management of Let's Chow. This study would provide the management of Let's Chow information on the effectiveness of their marketing efforts and how their customers perceive it.

Students. This study would be relevant to students who are taking up Business courses since this may provide them information regarding marketing efforts and its effectiveness in this type of industry.

Future Researchers. This study may help future researchers in analyzing marketing strategies in the same or different industry. This may guide them in doing their own research regarding marketing strategies.

III. Data Analysis and Findings

This chapter presents the data analysis and findings from the information gathered through observation and the administered survey.

Before the researchers administered their survey, they first spent 3 days to observe how many customers dine at Let's Chow and how many people pass by it, this is it to determine the current market of Let's Chow. The following data shows the number of people observed during the weekend and one weekday:

Let's Chow Customer Observation Research

Time 13-Jan 14-Jan 18-Jan

Breakfast

Passers-by 5 10 3

Actual Customers 2 3 0

Lunch

Passers-by 67 23 46

Actual Customers 24 8 17

Dinner

Passers-by 22 17 18

Actual Customers 10 7 14

Table 1

Table 1 shows that the researchers were able to have an idea of the current market of Let's