Comparative Analysis

Baliwag Letchon Manok

Topic: Competition Analysis

Group Leader: Joan Rojas

Members: Joan Rojas

Grade/ Section: 12 HUMSS -1

I. Company Profile

History:

The Lechon Manok craze swept the nation in the 1980’s. It was practically impossible for the
ordinary citizen to leave his home and arrive at any destination without seeing at least two competing
lechon manok kiosks in the streets.

During this time, Dwight and Dolores Salcedo were busy trying out small new ventures simply to
“earn a little bit more income to make ends meet.” Aside from their regular day jobs, the couple also
ventured into renting out Betamax tapes and got involved with the bus transportation business. However,
due to the political and economic crises in the country at that time, achieving even that humble goal of
making ends meet proved to be a challenge.

So in November of 1985, with two little babies just born and willing to try any new thing out, the
couple pooled P5000 from their savings and borrowed another P5000 from their parents to put up their
own lechon manok kiosk at Project 8, Quezon City, very close to where they lived then. Without any
MBAs which are common amongst entrepreneurs today, they went about with the business in their own
unique ways. For example:

Why the name “Baliwag”?

Dolores was born and raised in Baliwag, Bulacan. She said that the simple utterance of the
province evoked memories of true Filipino foods and hospitality. “If the name can have that same effect
on the ordinary Filipino, the business just might have a good chance of succeeding,” she thought.

How did the recipes come about?

Lacking any extra funds to hire renowned chefs, the couple enlisted the help of Dolores’s cousin,
Boy, who had a knack for cooking Filipino meals, to come up with starting recipes for the lechon manok,
liempo, and sauce. Then, the original recipes went through the highly demanding palates of the fathers
and mothers, brothers and sisters, cousins, former schoolmates, and officemates of both Dwight and
Dolores, with the recipe being slightly adjusted for every valid comment and criticism.

The simple and grounded ways with which the couple has gone about their business has allowed
the company to remain standing and to become one of the iconic Filipino brand names nearly 25 years
after it was started and, God willing, for decades more to come.

Mission:

“Baliwag Lechon Manok aims to provide easy access to its patrons by opening more outlets in
strategic locations worldwide through company-led efforts and through franchising.”

Philosophy:

Provide “malasakit” (concern)

Baliwag Letchon Manok, Inc. uphold the values of having a "MALASAKIT" (CONCERN) not
only to our company but also to each and every employee of our organization.
 Aim for Good Quality Products

Baliwag Letchon Manok, Inc. has a high sense of responsibilities and true to our promise in
providing the BEST and QUALITY PRODUCTS that we are offering to our beloved customers. Our
company value our workforce by offering them competitive salaries, incentives, and trainings.

Accessibility

Baliwag Lechon Manok, Inc. hopes to maintain its status as a true household name, serving more
people via accessible kiosks outlets and dine-in restaurants in major cities and other key location worldwide

II. Product

Letchon Manok
Liempo

Pork BBQ

Chicaron
Atsara

III. Business Location

Address: # 1 Mercedez Avenue, Pasig City

Store Hours:8 am to 10 pm

IV. Competitors

Direct Competitor
 Chooks to-go
 Uling Roasters
 Andoks
 Indirect Competitors:

 Other Letchon Manok kiosks

 Food stalls
 Homecooked Letchon Manok

V. SWOT Analysis

Strength

 Original flavors
 Good Quality Ingredients
 Accommodating Sellers
 Well Trained Staff
 Cleanliness
 Locally adapted food menus

Weakness

 Competitors with Similar Products

 Costumer complaints
 Limited menu items

Opportunity

 Expansion of branches all around the Philippines

 New products
 Home delivery

Threats

 Change of customers taste

 Competitors
 Price range
 w
•Original flavors •Competitors

S
with Similar
•Good Quality
Products
Ingredients
•Costumer
•Accommodating
complaints

STRENGHT WEAKNE
Sellers
•Limited menu
•Well Trained Staff items

•Cleanliness SS
o T
•Change of
• Locally
•Expansion of customers taste
adapted food
branches menus
all around
the Philippines •Competitors

OPPORTU THRE
•New products •Price range

•Home delivery

NITY ATS
A. According to Promotion

Baliwag Letchon Manok Uses The following to promote their Ptoduct

 Endorsement
 Coupons
 Word of mouth
 Experiences

Competitor promo:

Chooks to-go

 Advertisement
 Print ad.
 Sponsorship
 Social media
 Endorsement

Andoks

 Coupons
 Advertisement
  Sponsorship

Uling Roasters

 Commercial
 Sponsorship
 Word of mouth
B. According to Place

From its first outlet in Project 8, Quezon City which opened in November 1985, the number of
Baliwag Lechon Manok outlets has grown to nearly 200 to this date. These outlets are strategically
located to be easily available to all consumers, from those living in rural provinces to those working
in the most highly developed cities.

VI. Findings

Price Conclusion

Promotion Conclusion

Baliwag Letchon Manok became popular because of its unique flavor and original recipe. People tend to
buy their products because they already know the quality of the product is worth the price. The kiosks are
also available to the streets that are full of potential customers and near establishments that could possibly
attract employees as well.

Their style of wood fire burning Letchon Manok might not be new to the people but, it has a unique
homemade taste that gets the attention of the people. Probably the price range of their products also added
to their sales because of the affordability and quality of the chicken. Baliwag does not use billboard or
showy promotions to promote their product, mainly because their products is what sets them apart from
their competitors. It became a big hit since Baliwag is slowly expanding their stores that somehow acts as
promotion by reaching other places that the competitors haven’t been to.

VII. Recommendations
.