Marketing Plan

I: Executive Summary

II: Company Description

Edgar "Injap" Sia II is the man behind Mang Inasal, one of the fastest growing food companies in the Philippines, which has become a modern icon of the Ilonggo culinary culture. His parents gave his the nickname Injap because Sia is originally from China while Jaruda, his mother's name, is originally from Japan. Injap stands for Intsik-Japan. His parents are businesspersons and it was expected that he take up some business-related course in college. He took up Architecture instead. Sia's first taste of running a business was when he was 20 years old. It was at the Four-Season Hotel, followed by Mister Labada, a Laundromat, then Injap Color Express, a photo developing shop. All these are based in Iloilo. Then, he cooked up the idea of operating Mang Inasal, the specialty of which, is grilled chicken and the Philippine's fastest growing barbeque fast food chain, serving chicken, pork barbeque and other Filipino favorites. It opened on December 12, 2003 at the Robinson's Mall Carpark in Iloilo City. . The restaurant was instantly successful that it spread throughout most of the Visayas, to Mindanao and then Metro Manila. It applied for franchise a couple of years later.By 2009, Mang Inasal opened one hundred stores.In October of 2010, 70% of Mang Inasal was acquired by Jollibee Foods Corporation for P3 billion ($68.8 million). Currently, there are 306 branches nationwide including the following areas: Bacolod, Iloilo, Roxas, Laguna, Bicutan, Metro Manila, Davao, Cagayan De Oro, Koronadal, Cavite, Cebu, Boracay, Baguio, Pangasinan, Tuguegarao, La Union, Pampanga, Bulacan, Mindoro, Agusan, Zamboanga, Ozamiz, Iligan, Surigao, General Santos, Pagadian, Batangas, Lucena, Naga City, Davao del Norte, Davao del Sur, Tagaytay, Palawan, Tacloban, Ilocos Sur and Tarlac. Mang Inasal is targeting to open 500 stores before 2012 and they have over 8,000 employees system wide.

III: Industry Analysis

Strength:

* Fast growing company...