Enhancing Market Position through Strategic Marketing Research: A Case Study

Introduction

Quan Delicacies is a well-established food company located in Bacolod City, Negros Occidental that specializes in traditional Filipino delicacies, particularly kakanin (native rice cakes). Despite its strong local presence, the company faces increasing competition from independent bakers and home-based sellers. This case study examines how Quan Delicacies utilized marketing research to address its challenges and enhance its market position.

Company Background

Founded by Agnes Cuenca and her daughter Chole Cuenca-Chua in the 1980s, Quan Delicacies has become a culinary icon in Bacolod City. The company offers diverse products, including kakanin, such as suman latik, ukoy, cuchinta, and bibingka. In addition to these traditional rice cakes or kakanin, Quan provides pasalubong items and souvenir snacks, primarily in biscuit form. The product line extends to cakes, pastries, and ready-to-eat viands packaged in convenient canisters. With multiple branches across Bacolod City and an outlet in Makati City, Quan has captured the hearts of locals and tourists alike.

Problem Statement  [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

Despite its established brand presence, Quan Delicacies faces several challenges. First, there is increased competition from independent sellers who offer kakanin at lower prices. Second, the company needs to understand better consumer preferences regarding kakanin products to remain relevant in a changing market. Lastly, while Quan is well-known locally, there is significant potential for greater brand awareness beyond Bacolod City.

 

Objectives [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

This case study’s primary objectives are to understand consumer preferences regarding kakanin products, analyze current trends in the food industry related to traditional Filipino delicacies, and develop actionable strategies to enhance Quan’s market position.

Methodology [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

To address these challenges, Mr. Fab, a marketing specialist hired as a management consultant for Quan Delicacies, implemented a comprehensive marketing research strategy that included qualitative and quantitative methods. He began by conducting focus groups with local customers who regularly purchase kakanin. This qualitative research aimed to gather insights into their preferences and perceptions regarding the products offered by Quan. Following the focus groups, Mr. Fab designed a survey distributed at various Quan Delicacies locations to validate his findings from the qualitative research. This quantitative approach allowed him to gather broader customer preferences and purchasing behavior data.

 

Analysis [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

The analysis revealed several key findings from the focus groups. Participants expressed strong emotional ties to traditional kakanin, often associating these products with family gatherings and cultural celebrations. Additionally, while price was an important factor for consumers, quality and authenticity were prioritized when choosing kakanin products. Insights from the survey indicated that customers frequently purchased kakanin from Quan Delicacies and had specific preferences for certain types of kakanin.

The findings suggest that while Quan Delicacies enjoys a loyal customer base, there is significant potential for growth by addressing consumer preferences for quality and authenticity. Consumers’ emotional connection with kakanin can be leveraged in marketing campaigns to enhance brand loyalty. By emphasizing these aspects in its messaging, Quan can strengthen its position in the market.

 

Recommendations [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

Based on the research findings, Mr. Fab recommended several strategies for Quan Delicacies moving forward. First, he suggested introducing healthier options that cater to health-conscious consumers while maintaining traditional recipes. Second, he emphasized the importance of utilizing social media platforms to promote product offerings and engage customers through contests or user-generated content. Lastly, Mr. Fab advised establishing an online platform where customers could conveniently order products for delivery or pick-up.

Who is Mr. Park?

Conclusion

This case study illustrates how Quan Delicacies effectively utilized marketing research to inform strategic decisions that enhanced its market position against independent sellers specializing in kakanin. By understanding consumer preferences and leveraging insights gained from thorough research conducted by Mr. Fab, the company was able to create a comprehensive marketing plan that drove growth.

Discussion Questions [ Marketing Research: Unlocking New Opportunities for Market Position Enhancement  ]

1. Consumer Behavior Analysis: Considering Mr. Fab’s research findings, how can Quan Delicacies effectively segment its target market based on consumer preferences for kakanin? Discuss the implications of these segments for product development and marketing strategies.
2. Cultural Relevance and Branding: How can Quan Delicacies leverage its cultural heritage and traditional recipes to create a compelling brand narrative that resonates with local consumers and tourists? What specific branding strategies would you recommend?
3. Market Expansion Strategy: Given the increasing competition from independent sellers, what strategic partnerships or collaborations could Quan Delicacies pursue to strengthen its market position? Discuss potential risks and benefits associated with such partnerships.
4. Digital Transformation: In light of the rise of e-commerce, how should Quan Delicacies integrate digital marketing strategies into its overall marketing plan? Consider aspects such as social media engagement, online sales platforms, and data analytics in your response.
5. Sustainability Considerations: As consumer preferences shift towards healthier and more sustainable options, how can Quan Delicacies adapt its product offerings to meet these demands? Discuss potential product innovations and their alignment with the company’s brand identity.
6. Crisis Management: In a public relations crisis related to product quality or safety, what proactive measures should Quan Delicacies implement to protect its brand reputation? Outline a crisis management plan that includes communication strategies and stakeholder engagement.
7. Long-term Growth Strategies: What long-term growth strategies should Quan Delicacies consider to ensure sustainability in a competitive market? Evaluate options such as diversification of product lines, geographic expansion, or investment in technology.
8. Performance Metrics: What key performance indicators (KPIs) should Quan Delicacies establish to measure the success of its marketing initiatives post-implementation? Discuss how these metrics can inform future strategic decisions.
9. Ethical Marketing Practices: How can Quan Delicacies ensure its marketing practices align with ethical standards, especially in promoting traditional food products? Discuss the importance of transparency and authenticity in marketing communications.
10. Impact of Global Trends: How might global trends such as health consciousness, plant-based diets, or international cuisine influence the future product offerings of Quan Delicacies? Analyze how the company can adapt to these trends while maintaining its core identity.

More Stories

• Production, Operations, Logistics Management | Jojo Vito Designs Gallery
• Si.Pud Bar & Grill: A Review
• Bacolod’s Aging Power Grid
• Dengue Prevention: How to Protect Your Family
• A Grateful Community: Reflecting on Negros Power’s Swift Action
• Negros Power’s Quick Action
• Negros Power Generator Support for BACIWA Pumping Stations
• MANJUYOD WHITE SANDBAR TRAVEL GUIDE
• GINATAANG HALO-HALO | BINIGNIT | Quan Delicacies
• THINGS TO DO IN EL NIDO, PALAWAN | TOURIST SPOTS
• CONSTIPATION TREATMENT | Natural Remedies
• ILOCOS NORTE TOURIST SPOTS | THINGS TO DO
• STREET FOODS IN THE PHILIPPINES
• HONGKONG TOURIST SPOTS
• CEBU TOURIST SPOTS | THINGS TO DO
• FOOD PRESENTATION IDEAS | THAILAND