Since this is food and beverage, they are also mostly the same with regards to their position

in the
market.
Food tourism is a growing phenomenon all over the world, years ago it was unheard of but with food
and cooking becoming more and more popular, people are prepared to travel the world not only to see
how other countries live and their cultures but what they eat and different dishes to try.
This is an article about the Food Industry in the Philippines:
ASIDE from the country's well-known diverse natural and man-made attractions, the Philippine food remains one of the
country's best -kept secret which is relatively unknown in many parts of the world.

As if to corroborate the saying "the surest way to a man's heart is through his stomach," the Department of Tourism under the
stewardship of Secretary Joseph Ace Durano recently launched Culinary Tourism dubbed as Kulinarya Filipina as part of the
Cultural Tourism Program. This program hopes to introduce the Philippine flavors to domestic and international scene and aims
to promote the country as a culinary destination.

The Philippine cuisines feature a spicy blend of various cultures - a legacy left by past colonizers. The mixture of Malay, Chinese
and Spanish influences have complemented the Filipino's way of traditional cooking style, which resulted in a uniquely Filipino
gastronomic treasure. Popular dishes adopted from Chinese are "lumpiang shanghai" and "pancit". While several traditional
dishes still retain their Spanish names such as "mechado," "menudo," and "pochero."

There are only few destinations in the country that are well- known for its food. For instance, Bicol, Pampanga, Bulacan are
famous for its sweets, while, Negros and Iloilo, Cebu are known for lechon and otap. On the other hand, Antipolo is popularly
known for its suman, kasoy and mangga and Ilocos for its longganisa, and pinakbet.

Each region has its own treasure to boast, such as the freshest fruits and vegetables grown in nearby Trinidad Valley in the
Mountain Province. Pampanga, is known for its sweet meat, such as "tocino," Batangas is famous for its tender juicy meat,
"bulalo" and robust Batangas coffee beans. Bicol's most popular cuisine "laing" and "bicol express" is known for the use of
coconut milk and lots of spices. Cebu and Palawan serve fresh seafoods, seaweed salad; and sweetest mangoes. Iloilo is popular

for its "pancit molo" and "la paz batchoy." Davao is famous for its "inihaw na panga" and exotic fruits like "durian," "pomelo, "
mangosteen" and "rambutan" while, Zamboanga serves some of the most delicious prawns, crabs, lobsters and "curacha."

One of the recently developed KULINARYA tour packages focuses on the Province of Quezon which is already a popular tourism
destination.

Quezon Province is not only well-known for its harvest festivals during May but also for its culinary specialties such as
longganizang Lucban (native sausage), Pancit Habhab (native noodles eaten directly from a banana leaf), the kiping (both a
delicacy and ornament during the Pahiyas festival) and Broas (local ladyfingers). Also worth watching is the Pandanggo-Awit, a
traditional practice to welcome guests that features the lambanog- a local vodka-like drink which is one of the province's most
popular products.

Other itineraries being developed are the Kulinarya Bicol Tour which offers visits to the provinces of Albay and Sorsogon. The
tour also allows the tourists to taste the region's specialties such as Pinangat (native foie gras), Bicol Express ( a native dish
cooked with lots of hot chili peppers) and desserts made with pili nut.

Other modules being developed are Kulinarya Batangas which will have two modules 1) Lipa- to feature lomi (native noodles
soup) and sinaing na isda (steamed fish) with an optional visit to The Spa at San Benito & 2) Taal which will feature tawilis and
the various sweets such as panutsa (caramel peanuts) and the bukayo (sweetened coconut).

Likewise, the Department also explores the possibility of launching and marketing culinary tours to other well-known culinary
centers of the country such as Manila, the Ilocos Region, Pampanga, Bulacan, Iloilo, Negros and Davao.

These projects are being undertaken by the Department of Tourism in coordination with the Philippine Tour Operators'
Association (PHILTOA), Phillippine Tourism Agencies Association (PTAA), the Local Government Units, and various local tour
consolidators.

Situational Analysis
Competitor Definition:
Fast Food Chains / Direct Competitors
Indirect Competitors
a. Hotels that serve foreign dishes

Competitor Analysis

a.

Jollibee

b.

Chowking

c.

Greenwich

d.

Pizza Hut

e.

Mang Inasal

f.

McDonalds

g.

KFC

These Fast Food Chains are serving mostly the population of the tourists in the province
as it is located in a more convenient and comfortable place. They served different
dishes that are famous, e.g. fried chicken, fries, pizza, etc.

Consumer Behavior
a.

Tourists are curious about other countrys delicacies and dishes but they tend to

avoid food that looks kind of gross to them.

b.

Some tourists are just looking for Food Trips.

Marketing Strategy:
These products (Food and Beverages) of Ilocos are getting more popular in the National and
International market so we would suggest the following market strategies:
1.

Location: These products must be available to Hotels and Restaurants all over the

province to make it more accessible to tourists and at the same time boost their popularity even more.
2.

Presentation: Locals are very familiar with the normal presentation of these products

and what we need for tourists is a better presentation of these in order to attract more tourists and
convince them to try the native dishes and products.
3.

Goodwill: Creating goodwill and good reputation makes the industry broader when it

comes to the scope of its market as it is advertise through tourists all over the world if we succeed in
giving them quality services and satisfaction through delicious food products and unique beverages.

Key Strategies
Undertake a range of destination marketing activities targeting specific markets
Establish, attract and facilitate sporting, recreational, cultural and other major events
Attract major conference and business events
Develop new and enhance existing tourism product and infrastructure
Engage with industry and assist in its development
Undertake research and analysis
Target Markets
The following represent the target markets for all marketing activity:
Visiting Friends and Relatives
Business
- Conferences and business events
- General business meetings and activities
Holiday or Leisure
- Shopping
- Attending Events and Festivals (sporting and other)
- Entertainment

SWOT ANALYSIS
Strengths
Significant retail and entertainment offer (in comparison with other regional centres)
Range of conference, business, sporting, recreational and cultural event facilities
Major regional airport
Parks, gardens and Provinces general visual amenity and appeal
Network of tracks and trails
Vibrant and diverse economy (supports business travel market, investment attraction and
presentation of a positive image)
Sporting facilities capable of hosting regional, state and national events
Existing tourism research program and understanding of key markets
Strong working relationship with Chambers of Commerce, business and industry.

Weaknesses
Lack of high quality marketing collateral and web presence
Failure to maximize tourism opportunities associated with a range of community owned
assets/product
Historic approach to product development and provision of facilities/services
Limited range and quality of tourism product
Ageing tourism related infrastructure and accommodation product.

Opportunities
Support a strategic and targeted approach to general tourism marketing, promotion and
Industry development
Establish a high quality Visitor Information Centre
Develop stronger relationships and engage with industry through a Tourism Partner Program
Further develop and promote cultural tourism opportunities
Refine tactical marketing strategies in order to continue to attract conference, business,
sporting, recreational and other major events to the Province
Attract new, and encourage investment in existing, accommodation, activities and attractions.
Improve existing community owned tourism related assets/product

Threats
Increasing domestic visitation when national trends and forecasts suggest limited market
growth
Establishing a strong position and point of difference in the national marketplace
Maximizing returns on destination marketing spend
Industry engagement and investment in marketing activities and tactical campaigns
Consistently presenting a positive image
LAGAZO, Jessica
LORENZO, Roliza
MADAMBA, Austine Junel
MARASIGAN, Marlon
MARCO, Jessica
MARQUEZ, Glenmar
MATIAS, Aileen
MAYUBAY, Krizel
NARCISO, Nicole Ann