CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION
This chapter of the study presents the summary of findings, analysis and
interpretation of the data gathered out of the research instrument used.
SUMMARY
The study was conducted to determine the marketing strategy and its customers’
satisfaction.
It was a descriptive survey method of research involving 30 respondents. The
study uses 2 questionnaires; customer satisfaction survey and marketing strategy
survey that were validated to gather the needed data.
FINDINGS
The researchers found out that PMJ’s Cakes and Caterings is having a 2
marketing strategy which is advertising and giving leaflet.
1. Designing. A design is a plan or specification for the construction of a cake. The
owner of JMP’s Cakes and Caterings is a TESDA Teacher in baking that helps her a lot
to have a knowledge in designing. Her son also participated in national cake designing
competition and got the 15 th rank out of 60. This is the reason why their design could
catch anyone’s attention.
2. Delivery. The action of delivering cakes. Based on the interview, the furthest place
they looked is Sarangani Province.
3. Advertising. A notice or announcement in a public medium promoting a product,
service, or event. JMP’s Cakes and Caterings use this kind of marketing strategy to
catch the attention of those who loves social media like facebook. They also come to
the wedding seminar to advertise. They also use leaflets. A printed sheet of paper,
sometimes folded, containing information or advertising and usually distributed free.
They also come to the wedding seminar to give leaflets.
Customers were satisfied because of the taste, price, size, texture and design.
1. Taste. The sensation of flavor perceived in the mouth and throat on contact with a
substance. A lot of their customers are loyal to them because of the quality of their
cakes and their caterings.
2. Price. The amount of money that you pay for something or that something costs. For
the price, JMP’s Cakes and Caterings is affordable.
3. Size. To equal in size or other particular characteristic. Cake is bigger than price that
makes it cheap but having a good quality.
4. Texture. The way that something feels when you touch it. The cake was delicious, the
chiffon had no bubbles, it wasn't too sweet and the icing was right
5. Design. A design is a plan or specification for the construction of a cake. Design is
excellent because of the experience of JMP’s Cakes and Caterings cake artist and
caterings artist.
JMP’s Cakes and Caterings target buyers are students, workers, households
especially marriages.
1. Workers. A person who does a specified type of work or who works in a specified
way. Workers are one of the target buyers because they can buy especially if they like
nice and big cakes.
2. Students. A person who is studying at a school. Students are also a target buyer
because students love cake especially those preparing for their partner's or friends'
anniversaries.
3. Households. A house and its occupants regarded as a unit. Families buy cakes
especially when it comes to birthdays. Pleasure cannot be complete without a cake in
the table. In addition, the researchers found out that they also cater Weddings. They
use to go in seminars for those who will be going to marry and advertise their cakes and
caterings.
The concept is emphasizes delivering satisfaction to consumers and obtaining
profits in return. Thus, consumer satisfaction is crucial to meeting various needs of
consumers, business and society. For any organization, marketing strategies are
designed and developed to help the organization meet its [Link] is a
significance between marketing strategy and customers’ satisfaction is to gain profit and
to get the customers loyalty. The first objective of the business is to gain profit. The
second one is to gain customers loyalty through their marketing strategies, through the
quality of their product and services.
Conclusion
1. Marketing strategy of JMP’s cakes and caterings towards satisfaction was very
satisfactory and effective, as it is stimulate demand, encourage price acceptance and
gain loyalty.
2. JMP’s cakes and catering services marketing strategies were currently effective and
hence the customers were fairly satisfied. Though the business needs to improve their
promotional techniques.
Recommendation
1. Find a location that is easy to find.
2. Improve the advertisement.
3.
