EVALUATING ON THE MARKETING STRATEGIES UTILIZED BY COAL PH: BASIS FOR COMPANY COMPETITIVENESS

Abstract

In today’s dynamic and competitive business environment, companies must continuously adapt and innovate to sustain a competitive advantage. Coal Ph, a business based in California, San Bartolome, Novaliches, Quezon City, has effectively met these challenges and distinguished itself from more established competitors. This success is largely attributed to its strategic implementation of the 7Ps of Marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence. By leveraging these marketing principles, Coal Ph has remained relevant in an ever-evolving market and positioned itself for sustained long-term growth. The study adopted a correlational research design, employing a simple random sampling technique to ensure an unbiased and representative sample. A total of 80 respondents were selected, consisting of 40 customers or residents, 20 students, and 20 drivers. Data were gathered through standardized survey questionnaires administered by the researchers. To analyze the responses, a range of statistical tools was utilized, including frequency and percentage, weighted mean, ranking, and one-way Analysis of Variance (ANOVA). These tools were applied to examine the relationship between the respondents’ demographic profiles and their perceptions of the 7Ps of marketing strategies: Product, Price, Place, Promotion, People, Process, and Physical Evidence. The findings reveal that the most influential factors contributing to customer satisfaction at Coal Ph are the professionalism and courtesy of the staff (weighted mean = 4.04), food consistency and quality (weighted mean = 3.83), and the cleanliness of dining areas and facilities (weighted mean = 4.01). Additional aspects such as accessibility and ease of parking (3.48), perceived value for money (3.15), and promotional strategies (3.13) also play a role in shaping customer experiences. Results from hypothesis testing indicate significant correlations between the 7Ps of marketing and customer demographic profiles, specifically age, gender, and purchase frequency, all with p-values of 0.00001. These insights suggest that Coal Ph’s emphasis on food quality, professional service, cleanliness, and affordability contributes significantly to customer loyalty and competitive advantage. Moreover, a clear understanding of customer demographics is essential for refining marketing strategies and sustaining long-term business success. To strengthen its market position and customer satisfaction, Coal Ph is advised to prioritize targeted engagement with the 16–25 age group through dynamic digital platforms such as TikTok and Instagram. Leveraging these channels can significantly enhance brand visibility and connection with younger consumers. Furthermore, efforts should be made to ensure consistent product quality, diversify the menu to meet evolving customer preferences, and elevate the overall dining experience. Reinforcing the customer loyalty program and maintaining clean, comfortable, and well-managed facilities will also contribute to stronger brand recognition, improved customer retention, and long-term competitiveness.