Assessment on the Marketing Mix of Selected Convenience Stores in Manggahan , Commonwealth Quezon City Basis in Proposed Improvemen Plan

Vol. 5, No. 1

Abstract

This study explores the historical evolution of convenience stores, known as konbini, in Japan, tracing their roots back to the collaborative efforts of the Southland Ice Company and Ito-Yokado Co., Ltd. during the 1970s. The emergence of konbini brought about innovative culinary offerings like onigiri and oden, signifying a significant transformation in the food landscape. Simultaneously, the feminist movement in Japan played a role in shaping the convenience store culture, aligning with the growing demand for takeout meals, especially bento boxes, catering to busy families.

Utilizing a mixed-method research design, this study engaged three convenience store owners, five employees, and twenty-two customers in Manggahan, Commonwealth Quezon City.

The research findings provide insights into the marketing mix of these convenience stores. The evaluation reveals an overall consensus on product, price, place, promotion, and people, indicating their positive influence on the local market. However, challenges in the marketing mix, particularly in terms of implementation, are identified as areas needing improvement.

The study concludes by proposing an "Improvement Plan in Marketing Mix" tailored for the selected convenience stores in Manggahan, Commonwealth Quezon City. This plan aims to address and enhance aspects of product offerings, pricing strategies, location optimization, promotional activities, and human resources, ensuring sustained growth and competitiveness in the evolving convenience store landscape.