Republic of the Philippines

Department of Education
REGION IV-A (CALABARZON)
SCHOOLS DIVISION OF CAVITE PROVINCE

EXPLORING MARKETING STRATEGIES OF SMALL-SCALE BAKERIES IN

MAGDALO POTOL KAWIT, CAVITE

A Research Paper Presented to the Faculty of

SENIOR HIGH SCHOOL DEPARTMENT

EMILIANO TRIA TIRONA MEMORIAL NATIONAL INTEGRATED HIGH SCHOOL
Gahak, Kawit Cavite

In Partial Fulfilment of the Requirements for the

Senior High School – Basic Education Curriculum

TECHNICAL VOCATIONAL LIVELIHOOD (TVL)

PAUL IRISH A. LAGPAO

KURT MICHAEL S. CASAL
JUSTIN BENIDICT JIMENEZ
KEVIN GARNETTE O. MARFIL
RENCIE S. LOQUINARIO
JAZTIN ANINAO
KIT O. AYOC

GRADE 12 / BP-3

MAY 2024
 Republic of the Philippines
Department of Education
REGION IV-A (CALABARZON)
SCHOOLS DIVISION OF CAVITE PROVINCE
EMILIANO TRIA TIRONA MEMORIAL NATIONAL INTEGRATED HIGH SCHOOL
GAHAK, KAWIT, CAVITE

APPROVAL SHEET

The research entitled “Exploring Marketing Strategies of Small-Scale

Bakeries in Magdalo Potol, Kawit, Cavite” prepared and submitted by

LAGPAO, PAUL IRISH A., CASAL, KURT MICHAEL S., JIMENEZ, JUSTIN

BENIDICT, MARFIL, KEVIN GARNETTE O., LOQUINARIO, RENCIE S., ANINAO

JAZTIN, AYOC KIT O. in partial fulfilment of the requirement for the Senior

High School – Basic Education Curriculum, Science Technology, Engineering &

Mathematics (STEM) has been examined and hereby recommended for

approval and acceptance.

MAISIE R. AVIÑANTE
Research Adviser

PANEL OF EXAMINERS

Approved and accepted during the Oral Presentation held on

MARVIN JAY I. MAMING

Chairman

ELLA MAE M. MENDOZA MAISIE R. AVIÑANTE

Member Member

Accepted as partial fulfillment of the requirement for the Senior High School-
Basic Education Curriculum, Science Technology, Engineering &
Mathematics (STEM).

NICANOR E. SARDIDO
SHS Coordinator
BELINDA C. LOYOLA
Principal IV
 ACKNOWLEDGEMENT

The researchers extend their heartfelt gratitude, respect, and admiration to

everyone who helped complete this research study. Their assistance and support made

it possible for the researchers to achieve this conclusion. The researchers would like to

specifically thank the following people:

First and foremost, we thank the Almighty God for providing the researchers

with the strength, motivation, and patience to complete this study.

Second, the researchers would like to express their gratitude to Ms. Maisie

Roraldo Aviñante, their research adviser, whose direction and unwavering support were

invaluable during the entire endeavor. The researchers also thank Mr. Marvin Jay I.

Maming, their supervisor, for his insightful advice that helped them follow the proper

procedures and accomplish something worthwhile of their time and labor.

Third, the researchers would like to express their sincere gratitude to Ms. Ella

Murillo Mendoza, their coach, whose unwavering direction, inspiration, and wise

counsel gave them continuous strength and support throughout their research

endeavors.

Last but not least, the researchers would like to thank Ms. Belinda C. Loyola,

the school principal, for encouraging and supporting each and every student at Emiliano

Tria Tirona Memorial National Integrated High School to maintain self-confidence,

perseverance, and goal focus. To God be the Glory!

III
 ABSTRACT

LAGPAO, PAUL IRISH A., CASAL, KURT MICHAEL S., JIMENEZ,

JUSTIN BENIDICT, MARFIL, KEVIN GARNETTE O., LOQUINARIO,
RENCIE S., ANINAO JAZTIN, AYOC KIT O. Exploring Marketing Strategies of
Small-Scale Bakeries in Magdalo Potol, Kawit, Cavite Technical Vocational
Livelihood (TVL) Strand, Emiliano Tria Tirona Memorial National Integrated
High School, May 2024. Research Teacher: Ms. Maisie Roraldo Aviñante.

Keyword/s: small-scale, bakeries, marketing strategies

In today's dynamic markets and growing global competition, marketing is

centered around people. Small businesses striving to navigate these challenges must

base their management decisions on carefully crafted strategies. The presence of small-

scale bakeries in Magdalo Potol is pivotal for the local economy, offering job

opportunities and bolstering local suppliers. Additionally, these bakeries hold cultural

significance, safeguarding age-old recipes and cooking methods handed down through

the years. The study utilize correlational analysis to determine the relationship between

the level of marketing strategies and the challenges faced of the 10 selected small-scale

bakeries in Magdalo, Kawit Cavite. A significance level of 5% (0.05) will be the basis

in rejecting the null hypothesis. The study used a stratified random sampling technique

to prevent bias and ensure that the researchers obtain sufficient sample points to support

an analysis from the selected small-scale bakeries. The findings of the study reveals

that there is no significant relationship between the level of marketing strategy and the

handling challenges of the selected small-scale bakeries.

IV
 TABLE OF CONTENTS

Page
……...
ACKNOWLEDGEMENT ………………………………………………………….. iii
ABSTRACT …………………………………………………………………………. iv
LIST OF TABLES ………………………………………………………………….. vi
…….
LIST OF FIGURES ………………………………………………………………….. vii
LIST OF APPENDICES ……………………………………………………… ……… viii
INTRODUCTION …………………………………………………………… ……… 1
Statement of the Problem ………………………………………………………. 2
Scope and Delimitations of the Study ………………………………………… 3
Significance of the Study ……………………………………………………3
Theoretical Framework …………………………………………………… 4
Conceptual Framework …….…….…….…….…….…….…….…….…… 8
Definition of Terms …………………………………………………… ..…… 9
REVIEW OF RELATED LITERATURE……………………………………...…... 10
METHODOLOGY ………………………………………………………….….…….. 19
Research Design ……………………………………………………………… 19
Research Hypothesis …………………………………………………… …… 19
Source of Data ………………………………………………….………… …….… 20
Sampling Technique ……………………………………….…….….… …...
20
…...
…….…
Research Instrument ....................................................................................... 21
Data Analysis ………………………………………………….……………23
Data Gathering Procedure ………….………………………………… ……... 24
Ethical Considerations. ……………………………………….….…… ..…..... 24
RESULTS AND DISCUSSION............................................................................... ……..... 25
SUMMARY, CONCLUSION AND RECOMMENDATION .............................. …….. 35
Summary ……………………………………………………………… …. 35
….….36
Conclusion ......................................................................................................
Recommendation ............................................................................................ …37
REFERENCES ……………………………………………………………… 38
APPENDICES ..........................................................................................................39
 LIST OF TABLES

Table Page

1 Researcher-made Questionnaires to the Selected Participants .................... 20

2 Likert Scale for Marketing Strategies .......................................................... 21
3 Likert Scale for Challenges faced by Small-Scale Bakeries........................ 22
4 Operating years of business ......................................................................... 25

5 Types of Ownership ..................................................................................... 26

6 Level of Marketing Strategies of the Small-Scale Bakeries ........................ 27

7 Challenges faced by Small-Scale Bakeries .................................................. 30

8 The Relationship Between Level of Marketing Strategies
and Challenges faced of the selected Small-Scale Bakeries ........................ 32

VI
 LIST OF FIGURES

Figure Page

1 Conceptual Framework of the Study..............................................................8

VII
 LIST OF APPENDICES

Appendix Page
1 Research Instrument ................................................................................ 40
2 Photo Documentation .............................................................................. 43
3 Research Proposal ................................................................................... 44
4 Curriculum Vitae……………………………………………………….. 69

VIII
EXPLORING MARKETING STRATEGIES OF SMALL-SCALE BAKERIES IN
MAGDALO POTOL, KAWIT, CAVITE

Paul Irish S. Lagpao

Justin Benidict Jimenez
Kurt Michael S. Casal
Kevin Garnette Marfil
Kit O. Ayoc
Jaztin M. Aninao
Rencie S. Loquinario

A research manuscript submitted to the faculty of the Senior High School Department,
Emiliano Tria Tirona Memorial National Integrated High School in partial fulfillment
of the requirements for the subject, Inquiries, Investigations, and Immersions. Prepared
under the supervision of Ms. Maisie R. Aviñante.

INTRODUCTION

In today's dynamic markets and growing global competition, marketing is

centered around people. Small businesses striving to navigate these challenges must

base their management decisions on carefully crafted strategies. The presence of small-

scale bakeries in Magdalo Potol, Kawit Cavite is pivotal for the local economy, offering

job opportunities and bolstering local suppliers. Additionally, these bakeries hold

cultural significance, safeguarding age-old recipes and cooking methods handed down

through the years. Despite their significance, many small-scale bakeries in Magdalo

Potol, Kawit Cavite face challenges in effectively promoting their products and services

to a wider audience. Consequently, comprehending the marketing tactics employed by

these establishments is essential for recognizing their role in community enrichment

and pinpointing pathways for continued progress in business.

Marketing plays a crucial role in finding new markets, pinpointing the ideal

customers, and assessing the value of a product. When a product lacks a sufficient

customer base to thrive, sales decline, and competitors encroach on market share,

1
marketing helps recognize the need for rejuvenation or reinvention. Analyzing the 4Ps

of marketing is essential as it enables companies to identify elements contributing to

customer satisfaction and implement strategies for improvement. As a result, marketing

is more than just a way to sell a product; it's also a way to build a long-term and

satisfying relationship between the organization and all stakeholders (Mathew, 2009).

It is also essential for the success of all businesses, including small-scale bakeries.

Unlike larger bakeries that have ample marketing budgets, small-scale bakeries

typically have limited resources. Moreover, it's important to identify and utilize cost-

effective marketing strategies that are customized to their specific requirements and

situation. Recognizing the marketing intricacies of small-scale bakeries in Magdalo

Potol, Kawit Cavite is vital for fostering their development and longevity in a

competitive market setting.

The importance of marketing strategy within a business involves crafting plans

to attract the right customers, foster trusting relationships with them, and drive growth.

Thus, to navigate the external environment of customers and competitors effectively,

it's crucial to train and motivate all employees to deliver the best possible service to

customers. Having accurate and reliable information on customers is an essential

ingredient in strategic marketing; with the aid of modern technology and appropriate

software, organizations can develop a customer information file which is accessible and

designed to aid decision making. (Ma Cristina, Enrique & Ricardo 2012).

Statement of the Problem

This study aims to provide valuable insights into the marketing dynamics of

small-scale bakeries in the local context of Magdalo Potol, Kawit Cavite. Specifically,

it ought to answer the following questions:

2
 1. What is the profile of the respondents in terms of:

1.1 Type of Business

1.2 Operating years of the business
1.3 Types of ownership

2. What are the current Marketing Strategies utilized by small-scale bakeries in Magdalo
Potol, Kawit Cavite?

2.1 Service
2.2 Pricing/Price
2.3 Product

3. Challenges faced by small-scale bakeries?

Scope and Delimitations of the Study

This study focuses on determining the marketing strategies and aspects which

could help to develop and run small-scale bakeries effectively in the Municipality of

Magdalo Potol, Kawit Cavite. The researcher will primarily employ quantitative

methods to collect and analyze data from a representative sample of bakery owners in

the area.

Furthermore, it is important to acknowledge that certain limitations may arise,

such as the potential for bias in self-reported data and the inability to capture all factors

influencing marketing strategies and business performance.

Significance of the Study

The result of this study would be beneficial to the following:

Small-scale bakery owners. As the primary objective of this study. The

findings of this study may be useful and bring new insights to small bakery owners.

This may enable them to identify gaps in their strategy response, leading in better

management of existing plans and higher financial performance.

3
 Department of Trade and Industry (DTI). The results of the research will be

the fundamentals for establishing strategic business management that works well and

will benefit upcoming business owners.

Community. The community may utilize this study as a reference if they intend

to launch a small business. Additionally, it will assist them in learning and

comprehending facts related to small-scale business promotion.

Future Researcher. This study will add to the growing body of information in

the field of educational research. The study's findings will act as a manual for future

academics wishing to perform similar kinds of investigations. This study may serve as

a model and foundation, giving their research a solid basis.

Future Researchers. The contents of this study can be a guide for researchers

who are also conducting a similar study about common errors of students in evaluating

algebraic expressions. This study can also be a starting ground for other researchers who

are planning to create a study that has the same concept.

Theoretical Framework

This study investigates several relevant theories and concepts from the fields of

marketing, small business management, and consumer behavior. These theoretical

perspectives provide a lens through which to analyze the factors influencing the

marketing strategies of small-scale bakeries in the local context of Magdalo Potol.

1. Marketing Mix (4Ps)

According to Philip Kotler “Marketing Mix is the set of controllable variables

that the firm can use to influence the buyer's response”. The controllable variables in

this context refer to the 4 'P's (product, price, place and promotion) The marketing mix

framework, comprising Product, Price, Place, and Promotion, serves as the foundation

4
for understanding the core elements of marketing strategy. For small-scale bakeries,

Product encompasses the range and quality of baked goods offered, Price reflects

pricing strategies tailored to local market conditions and customer preferences, Place

considers distribution channels and location choices, and Promotion encompasses

advertising, social media, and other promotional activities aimed at increasing brand

visibility and attracting customers.

2. Resource-Based View (RBV)

The resource-based view (RBV) argues that a firm's sustained competitive

advantage is based on its valuable, rare, inimitable, and non substitutable resources

(Barney, 1991). The Resource-Based View theory emphasizes the role of internal

resources and capabilities in achieving competitive advantage. For small-scale bakeries,

resources such as skilled staff, unique recipes, equipment, and location play a crucial

role in shaping their marketing strategies. By leveraging these resources effectively,

bakeries can differentiate themselves from competitors and create value for customers.

3. Relationship Marketing

According to Kotler and Keller (2009) customer relationship marketing is the

process of attracting, building and retaining customers. Good relation play important

role in happiness. Consumer happiness is strongly dependent relationship marketing

(Cherrier and Munoz (2007). Relationship marketing focuses on building long-term

relationships with customers based on trust, loyalty, and mutual satisfaction. For small-

scale bakeries, fostering strong relationships with customers through personalized

service, quality products, and community engagement can lead to repeat business and

positive word-of-mouth referrals. This theory underscores the importance of customer

retention and loyalty in sustaining business success.

5
4. Local Market Orientation

Jaworski and Kohli (1993) define market orientation as “organization-wide

generation of market intelligence pertaining to current and future needs of customers,

dissemination of intelligence horizontally and vertically within the organization and

organization wide action or responsiveness to market intelligence”.aworski and Kohli

(1993) define market orientation as “organization-wide generation of market

intelligence pertaining to current and future needs of customers, dissemination of

intelligence horizontally and vertically within the organization and organization wide

action or responsiveness to market intelligence”. Local market orientation theory

emphasizes the importance of understanding and responding to the unique

characteristics and needs of the local market. For small-scale bakeries in Magdalo Potol,

Kawit Cavite, this entails tailoring marketing strategies to the preferences, culture, and

purchasing behavior of local consumers. By aligning marketing efforts with the specific

demands of the local market, bakeries can better connect with their target audience and

drive business growth.

5. Consumer Behavior

Consumer behavior is the study of how individuals, groups and organizations

select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their

needs and wants (Kotler and Keller, 2006). Consumer behavior theory examines the

factors influencing consumers' purchasing decisions and preferences. For small-scale

bakeries, understanding local consumer preferences, lifestyle trends, and socio-

economic factors can inform product development, pricing strategies, and promotional

efforts. By aligning marketing strategies with consumer needs and preferences, bakeries

can better attract and retain customers in the competitive marketplace.

6
6. Technology Adoption Theory

Technology adoption theory explores the process by which individuals and

organizations adopt new technologies. In the context of small-scale bakeries, this theory

highlights the potential of digital marketing tools and platforms, such as social media,

online ordering systems, and mobile apps, to enhance marketing effectiveness and reach

a wider audience. Understanding the factors influencing technology adoption among

bakery owners can inform strategies for integrating digital marketing into their overall

marketing mix.

Hence, these theories and concepts provide a comprehensive understanding of the

factors shaping the marketing strategies of small-scale bakeries in Magdalo Potol, Kawit

Cavite. By considering the interplay between marketing mix elements, internal

resources, customer relationships, local market dynamics, technology adoption, and

consumer behavior, this framework serves as a guide for analyzing the drivers and

outcomes of marketing strategies in the context of small-scale bakery businesses.

7
Conceptual Framework

Figure 1
Conceptual Framework of the Study

INPUT PROCESS OUTPUT

1. What is the profile of

the respondents in
terms of:
1.1 Type of 1. Data collection of
Business and, the small-scales
Exploring Marketing
1.2 Operating bakeries in Magdalo
Strategies of Small-
years of the business Potol, Kawit Cavite Scale Bakeries in
1.3 Types of 2. Administering Magdalo Potol, Kawit
ownership questionnaires Cavite
3. Statistical analysis
2. What are the current of data
Marketing Strategies
utilized by small-scale
bakeries in Magdalo
Potol?
2.1 Service
2.2
Pricing/Price
2.3 Product

This study would explore the marketing strategies of small-scale bakeries in

Magdalo Potol, Kawit, Cavite. The first frame refers to the input, which includes the

profile of the respondents to the study in terms of type of business, and operating years

of the business. Next is the process where the construction and validation of

questionnaires for the survey, data collection, and statistical data analysis take place.

Lastly, the output of the study is recommendations about the marketing strategies of

small-scale bakeries in Magdalo Potol, Kawit Cavite. By integrating these variables

within the conceptual framework, this study aims to explore the relationships between

8
marketing strategies, business performance, and customer satisfaction among small-

scale bakeries in Magdalo Potol, Kawit, Cavite. Through empirical investigation and

analysis, the framework will provide valuable insights into the effectiveness of different

marketing approaches and their implications for bakery owners and the local

community.

Definition of Terms

For a better understanding, the following conceptual and operational definitions

used in this study are provided:

Bakery - A bakery is an establishment that produces and sells flour-based baked goods made in

an oven such as bread, cookies, cakes, doughnuts, bagels, pastries, and pies.

Business - The term business refers to an organization or enterprising entity engaged

in commercial, industrial, or professional activities. The purpose of a business is to

organize some sort of economic production of goods or services.

Business Owners - an individual or entity who owns a business entity in an attempt to

profit from the successful operation of the company.

Marketing Strategies - A marketing strategy is a long-term plan for achieving a

company's goals by understanding the needs of customers and creating a distinct and

sustainable competitive advantage.

Small-scale – limited size or scope

9
 REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies after the thorough and in-

depth search done by the researchers. Those that were included in this chapter helps in

familiarizing information that are relevant and similar to the present study

Foreign Literature

According to Liet al, 2000, There are numerous definitions of marketing

strategy in the literature and such definition reflect different perspective. However, the

compromise is that marketing strategy provide the avenue for utilizing the resources of

an organization in order to achieve its set goals and objective.

Marketing strategy encompasses a set of integrated actions designed to achieve

specific objectives within a competitive market. As Philip Kotler and Kevin Lane Keller

emphasize in "Marketing Management," strategic marketing planning is indispensable

for businesses aiming to navigate the complexities of the market landscape effectively.

It involves the identification of target markets, understanding customer needs and

preferences, and crafting tailored strategies to create and deliver value. It emphasizes

the importance of strategic decision-making processes in achieving desired outcomes.

"Marketing Strategy: A Decision-Focused Approach" by Michael D. Hutt and Thomas

W. Speh provides insights into the decision-making frameworks and tools essential for

crafting and implementing effective marketing strategies. It underscores the need for

informed analysis, creativity, and adaptability in addressing market challenges and

opportunities.

Goi (2005) defines marketing strategy as the set of the marketing tools that firms

use to pursue their marketing objectives in the target market; the view which was earlier

expressed by (Gronroos, 1999, and Osuagwu, 2006). Therefore, the function of

10
marketing strategy is to determine the nature, strength, direction, and interaction

between the marketing mix- elements and the environmental factors in a particular

situation.

Effective marketing strategies are the result of strategic decision-making

processes guided by insights and analysis. In "Marketing Strategy: A Decision-Focused

Approach" by Orville C. Walker Jr. et al., the authors stress the importance of data-

driven decision-making and market segmentation in crafting targeted strategies. By

leveraging market intelligence and strategic frameworks, businesses can align their

marketing efforts with organizational objectives and optimize resource allocation for

maximum impact. Thus, marketing strategy epitomizes the convergence of strategic

foresight, market intelligence, and tactical acumen in navigating the turbulent waters of

business environments. Grounded in a deep understanding of customer needs,

competitive dynamics, and organizational capabilities, effective marketing strategies

serve as the compass guiding organizations towards their desired destinations. By

embracing a strategic mindset, fostering customer-centricity, and executing with

precision, organizations can unlock new growth avenues, fortify their competitive

positions, and chart a course towards enduring success in the ever-evolving

marketplace.

Foreign Study

A study According to Varadarajan, 2010, Marketing strategy is a significant

driving force that distinguishes the success of many organizations not only by well-

developed marketing strategies outlining where, when, and how the firm will compete

but also by their ability to execute the marketing strategy decision options chosen.

In today's fiercely competitive business landscape, the efficacy of marketing

strategy in driving business performance has become a focal point of scholarly inquiry

11
and managerial attention. From market segmentation and targeting to product

positioning and promotional tactics, marketing strategy encompasses a myriad of

activities aimed at creating, communicating, and delivering value to target customers.

Despite its centrality, however, the precise impact of marketing strategy on business

outcomes remains a subject of debate and empirical investigation.

According to Ebitu (2014), marketing strategies employed by organizations

concern the company's product branding and improvement. Such strategies are

discussed. Market leader is one of the strategies. The first element of market leader

strategy is to ensure that the product or service is at the top of the market as compared

to competitor products and services, thereby dominating the market and emerging

market leader. The market leader will therefore channel its resources to areas such as

brand proliferation, product diversification, unmatched customer service and corporate

image through CSRs. Another strategy is Marketing Mix: A second element could be

developing the right marketing mix to ensure the products and services satisfy the

consumer needs. This must be through creating the right product at the right place sold

at the right price using the suitable promotions. Innovations as a strategy may include

product or service innovations that are aimed at improving the performance of the

product and thus customer satisfaction. Lastly, expansion as a strategy involves a

number of options according to Anyanwu 1999; horizontal integration aims to increase

market presence by selling more of the existing product in the market while vertical

integration concerns reducing costs of distribution to increase profit margins per

product. Further, diversification in marketing is key as it is the investment and

development of new products, patents, and licensing. Similarly, intensification is key

and focuses on increasing customer loyalty by offering incentives to existing and target

consumers. Small business manufacturing enterprises represent viable means to

creating employment, stimulating economic growth, and accelerating development.

12
The purpose of this study is to explore the strategies used by small business owners.

As stated by Lamarco, 2018, the main importance of strategic business

management is to assist the business profit and decision making. It is important for a

business' long-term success. Strategic management defines a strategy for its business

that will create clear, well-defined plans that it will then put in action to achieve its

goals and to align its business activities, so that the business will be in harmony with

those goals. It will also allocate all of the necessary resources to achieve those goals. In

line with Mustapha, 2013, starts with market research, developing vision about the

market, selecting market target strategies, design positioning strategies, setting

objectives and implementing the marketing programmes to meet the value requirements

of the target markets.

According to Modilim, 2016, It is found that small business leaders' success

strategies, like minimizing debt and overhead expenses, good record keeping, skills and

expertise are essential for small business success. Additionally, small business leaders

can achieve success by engaging in research Strategic planning and preparation before

launching their business idea which should reflect the needs and tastes of their

customers.Small businesses are the lifeblood of economies, driving innovation, job

creation, and economic growth. Despite their significance, small business owners face

a myriad of challenges, ranging from access to capital and market volatility to

regulatory burdens and talent acquisition. Understanding the motivations, aspirations,

and decision-making processes of small business owners is essential for fostering

entrepreneurship, promoting small business development, and enhancing economic

resilience. This study seeks to address this imperative by investigating the drivers,

barriers, and strategies shaping the experiences of small business owners, thereby

informing policies and interventions aimed at supporting their endeavors.

13
Local Literature

As stated by EntrePinoys Atbp. Business Ideas Philippines (2015), small

businesses are more likely to experience numerous challenges and problems than those

bigger ones. These businesses are more vulnerable to encountering difficulties when it

comes to attracting customers, alluring employees, business development, competing

against bigger companies, and finance expansion. Accordingly, products and services

that are being offered by large-scaled businesses are getting more consumers than those

small-scaled ones. It is for this reason that the larger businesses have already solidified

their brand and gained so much consumer satisfaction and superior value. Besides,

small businesses mostly consist of newly-opened businesses. By this means, their

marketing strategies are not that yet as great as the marketing strategies of the large

enterprises. Due to their size, many small-scale businesses find it difficult to grow. They

have limited budgets to use for expansion and acquiring highly-skilled employees. As

a result, they have limited human resources to work with their company's welfare and

development.

Small businesses in the Philippines are having a political dilemma. The rights

and policies of the government are mostly constructed for the sake of the richest of the

richest. Past administrations have focused on making projects that benefit the large

businesses the most. In the current context, the Philippines have enough laws with the

necessary safeguards to assist them. Implementing these laws will give more strength

to our SMEs to be able to compete against regional rivals. However, most small

enterprises still find it difficult to access loans and other forms of financial assistance.

(Manila Times, 2016). Small businesses constitute the backbone of the Philippine

economy, driving innovation, employment generation, and economic resilience.

Despite their significance, small enterprises face a myriad of challenges, including

limited access to capital, regulatory hurdles, market competition, and skill shortages.

14
Access to finance remains a persistent issue, with limited availability of credit, high

interest rates, and collateral requirements constraining entrepreneurship. Regulatory

burdens, bureaucratic red tape, and compliance costs also pose significant obstacles for

small business owners, particularly those operating in highly regulated sectors such as

manufacturing and services. Moreover, market competition, technological disruptions,

and skills gaps further compound the challenges faced by small enterprises in the

Philippines.

Addressing the needs of small businesses in the Philippines requires a

multifaceted approach that encompasses policy reforms, institutional support, and

capacity-building initiatives. Government agencies such as the Department of Trade

and Industry (DTI) and the Small Business Corporation (SBC) play a crucial role in

providing financial assistance, business development services, and advocacy for small

enterprises. Moreover, initiatives such as the Barangay Micro Business Enterprises

(BMBEs) Act and the Go Negosyo program aim to promote entrepreneurship, facilitate

business registration, and foster a conducive environment for small business growth. In

conclusion, small businesses play a pivotal role in the Philippine economy, serving as

catalysts for entrepreneurship, innovation, and inclusive growth. By understanding the

characteristics, challenges, and contributions of small enterprises, policymakers,

practitioners, and stakeholders can develop targeted interventions and support

mechanisms to empower small business owners, unleash their potential, and create a

conducive environment for sustainable development. Moving forward, further research

is warranted to explore emerging trends, such as digitalization, globalization, and

sustainability, and their implications for the future of small businesses in the

Philippines.

15
Local Study

According to Abesamis, 2012, the role of authenticity, consistency, and

customer-centricity in fostering strong brand relationships with Filipino consumers. In

a market characterized by intense competition and consumer skepticism, building brand

loyalty and trust is paramount for small business owners in the Philippines. Successful

marketing strategy for small business owners in the Philippines necessitates a

localization and adaptation approach that resonates with local tastes,

preferences, and cultural sensibilities. Case studies of Filipino brands, such as

Jollibee and Bench, highlight the importance of tailoring product offerings,

messaging, and promotional campaigns to suit the Philippine market context.

Moreover, small business owners must remain agile and responsive to evolving

consumer trends, market dynamics, and competitive pressures, continuously

refining their marketing strategies to stay relevant and competitive. In addition,

Soriano (2008) revealed in his study that the most notable among the problems in

marketing management of the small and medium businesses in Western Tarlac is low

price, followed by unresponsiveness of the products to customer needs, no customer,

high. promotional cost, stiff competition, and declining demand because of the presence

of many firms and continuous increase in prices of products. Also, the retailing

businesses in Tarlac are more self organized and are not being controlled by bigger

organizations such as the main branch or Mother Company. They have good strategies

when it comes to providing products to the customers. The businesses are also more of

"customers and business centered" because they purchase goods in large quantities for

their customers and for their concern with inventory control because that is one of the

factors that determine their costs. Furthermore, the SMEs in Western Tarlac are

generally customer oriented when it comes to the generation of new product ideas. The

competitive strategies that they adopt suggest the great importance given by them

16
towards price and quality to differentiate themselves from their competitors. When it

comes to pricing, the firms favor competition based pricing in setting prices for their

products. The business also gives due consideration to cost when it comes to pricing

their products and services. The businesses have high regard for quality and pricing as

competitive advantage. The product improvement strategies of the businesses involved

in the study seemed to favor the customers.

According to Dumama, 2015, the importance of leveraging digital channels,

such as Facebook, Instagram, and YouTube, to reach and engage Filipino consumers,

particularly the digitally-savvy millennial and Gen Z demographics. Effective use of

social media marketing, influencer collaborations, and online advertising can amplify

small business owners' visibility, drive brand awareness, and stimulate customer

engagement in the Philippine market. This research study investigates the marketing

strategies employed by small-scale bakery owners in the Philippines, aiming to identify

key practices, challenges, and opportunities in reaching and engaging customers in this

competitive market segment. Through a mixed-methods approach combining

qualitative interviews and quantitative surveys, this study explores the nuances of

marketing strategy formulation and implementation among small bakery businesses.

By examining factors such as product offerings, pricing strategies, promotional tactics,

and digital marketing utilization, this study offers actionable insights for small-scale

bakery owners seeking to enhance their marketing effectiveness and drive business

growth. In conclusion, marketing strategy holds immense significance for small

businesses in the Philippines, serving as a catalyst for business growth,

competitiveness, and sustainability. By strategically positioning their brands, targeting

niche market segments, adopting a customer-centric approach, and harnessing digital

marketing channels, small businesses can overcome challenges, seize opportunities,

and achieve long-term success in the dynamic Philippine market landscape. Moving

17
forward, continuous innovation, adaptation, and responsiveness to changing market

trends will be essential for small businesses to maintain their competitive edge and

thrive in the evolving business environment of the Philippines.

METHODOLOGY

This chapter includes the research design, research hypothesis, source of data,

18
sampling technique, research instrument, data analysis and data gathering procedure

and ethical considerations.

Research Design

The researchers will use a Quantitative Type of Research Design in conducting

the study as it is unbiased and doesn't need to be directly observed. It is perfect for

testing the hypothesis of the study wherein the null hypothesis states that there is no

significant relationship between small-scale bakeries' effective Marketing Strategies

and their business performance, while the alternative hypothesis asserts that there is a

significant relationship between these variables.

A The study will utilize correlational analysis to determine the relationship

between the level of marketing strategies and the challenges faced of the 10 selected

small-scale bakeries in Magdalo, Kawit Cavite. A significance level of 5% (0.05) will

be the basis in rejecting the null hypothesis.

Research Hypothesis

In this study, the null hypothesis states that there is no significant effect on

small-scale bakeries in Magdalo Potol, Kawit Cavite, that employ more diverse

marketing strategies at higher levels of business performance, including increased sales

revenue and market share, while the alternative hypothesis asserts that there is a

significant effect of these variables.

Source of Data

The study was conducted in the Municipality of Magdalo Potol, Kawit Cavite.

The researcher will primarily employ quantitative methods to collect and analyze data

19
from the 10 selected small-scale bakery owners in the area.

Sampling Technique

The target participants of the study are the 10 selected small-scale bakeries at

Magdalo, Potol, Cavite. The study will use a stratified random sampling technique to

prevent bias and ensure that the researchers obtain sufficient sample points to support

an analysis from the selected small-scale bakeries. The distribution of the researcher-

made questionnaires presented in Table 1.

Table 1. Distribution of Researcher-made Questionnaires to the Selected Participants

Participants Frequency Percentage

Small-Scale Bakeries at Magdalo Potol, 10 100%

Kawit Cavite

TOTAL 10 100%

Table 1 shows that the study will utilize 10 respondents of small-bakeries in

Magdalo Potol, Kawit Cavite. The study will collect the respondents personal

information such as their name (optional), type of business, operating years of business,

and type of ownership. The name of the participant is optional as it is a sensitive piece

of information. The personal data of the respondents will be kept confidential and the

researchers will have proper consent from the respondents before they give the

researcher-made questionnaires.

Research Instrument

The researchers will make use of Survey Questionnaire in collecting the needed

data to achieve the objective of the study. The researchers will reach out to the

20
respondents through going to Magdalo Potol, Kawit Cavite to visit small-scale bakeries.

The researchers will also make use of Google Sheets in computing the Pearson’s r, t-

value, and p-value to make accurate interpretation of data.

The researchers will use a two 5-point Likert Scale (Table 2 and Table 3)

because it is the most suitable scale for analyzing the role of effective marketing

strategies in the business performance of the selected small-scale bakeries in Magdalo

Potol, Kawit Cavite.

Table 2. Likert Scale for Marketing Strategies

Weighted Mean Interpretation

4.21 - 5.00 Strongly Agree

3.41 - 4.20 Agree

2.61 - 3.40 Neutral

1.80 - 2.60 Disagree

1.00 - 1.80 Strongly Disagree

Table 2 shows a 5-point Likert Scale with its weighted mean and its

interpretation. The participants of the study will be asked to rate their perceived

level of marketing strategies with 1 being Strongly Disagree and 5 being

Strongly Agree. This will allow the participants to indicate their perceived level

of competency through utilizing effective marketing strategies.

Table 3. Likert Scale for Challenges faced by Small-Scale Bakeries

Weighted Mean Interpretation

21
 4.21 - 5.00 Strongly Agree

3.41 - 4.20 Agree

2.61 - 3.40 Neutral

1.80 - 2.60 Disagree

1.00 - 1.80 Strongly Disagree

Table 3 shows a 5-point Likert scale that will be used by the researchers for

assessing how the selected small-scale bakeries handle the challenges and perceived

ways on how effective marketing strategies are. The 5-point Likert Scale will be used

to evaluate how the participants handle challenges that range from 1 as Strongly

Disagree to 5 as Strongly Agree. The researchers aimed to identify the participant

agreement to the statements related to handling challenges and understand how the

participants agree to the various ways of effective marketing strategies for the small-

scale bakeries.

The researchers choose to employ two distinct 5-point Likert Scale due to the

need to utilize various marketing strategies. Having two Likert scales will help the

researchers to gather appropriate response options and capture the nuanced perceptions

of participants regarding their marketing skills and strategies for handling challenges.

Data Analysis

Correlational Analysis were utilized by the researchers in conducting the study

22
in order to find the relationship between effective marketing strategies and handling

challenges of the selected small-scale bakeries at Magdalo Potol, Kawit Cavite. The

study will use Descriptive Statistics such as mean and standard deviation to summarize

participants’ responses and help the researcher create an accurate conclusion. The study

will also use a significance level of 5% to determine whether or not accept the null

hypothesis.

The study used Pearson’s r to determine the strength and linear correlation

between the level of marketing strategies and handling challenges of the selected small-

scale bakeries.

Formula:

The study were also conducted a t-test to determine if there is a significance of

the correlation coefficient and difference between the two variables. The t-test will be 2-

tailed to ensure that the researchers are able to examine both direction and possibility of

the two variables. The t-test will be used in finding the p-value to help the researchers for

testing the hypothesis.

Formula:

23
 Where:

r = Pearson’s r

df = number of observations

Data Gathering Procedure

The data were collected through the use of researcher-made questionnaires to

help the researchers easily navigate the responses of the respondents and make accurate

conclusions. The participants were instructed properly in using the Likert Scale

response options and the researchers ensured the participants anonymity throughout the

data collection and analysis process. The data will be interpreted carefully by the

researchers using correlational analysis together with references that may support the

study.

Ethical Considerations

To conduct an ethical study, the researchers ensured the privacy and

confidentiality of the respondents. Along with this, the researchers also ensured that the

respondents are voluntarily participating in the research via an informed consent form.

The researchers also assured that the respondents can stop answering the test if they

wish to do so. Furthermore, the researchers guaranteed that participants were informed

about the intricacies and results of the study and answered any inquiries about the

research.

24
 RESULTS AND DISCUSSION

This chapter presents the analysis and interpretation of the gathered data for the

study. It includes the tabulation of the demographic profile as well as the tabulation,

interpretation, and discussion of respondents’ answers to the statements in the

questionnaire given to them. The appropriate tables were presented and followed by

discussion results.

Demographic Profile

The demographic profile of the participants is presented in Table 3. The sample

was split between male (50.8%) and female (48.3%) participants while one (1)

participant

1. Demographic profile of the respondents

Table 1.1 Operating years of business

OPERATING YEARS OF BUSINESS FREQUENCY PERCENTAGE

1-5 years 1 10%

6-10 years 4 40%

11-15 years 2 20%

16-20 years 1 10%

20 years and above 2 20%

TOTAL 10 100%

Table 1.1 shows that 40% of respondents operate 6-10 years of business, both

11-15 years and 20 years and above have 20%, and 10% both operate 1-5 years and 16-

20 years. Therefore, the majority of the operating years of the respondents business

were 6-10 years, with a frequency of 4 or 40%

25
 Table 1.2 Types of Ownership

TYPES OF OWNERSHIP FREQUENCY PERCENTAGE

Sole Proprietorship 3 30%

Partnership 7 70%

TOTAL 10 100%

Table 1.2 shows that the Partnership type of ownership of the respondents

outnumbered Sole Proprietorship respondents, having 7 out of 10 respondents, or 70%.

While the Sole Proprietorship type of ownership of the respondents have 3 or 30%. This

implies that the majority of the sample taken for the types of ownership is Partnership.

The demographic profile of the students were used in the current study in order

to provide detailed description of the participants and show the transparency of our

findings. Although the study's primary focus is on the relationship between the level of

marketing strategies and handling challenges, including the demographic profile of the

sample used in conducting the study will help the future researchers to gain insights on

the potential effect of demographic profile to the relationship of the marketing skills

and challenges faced by the small-scale bakeries.

26
2. Assessing the Level of Marketing Strategies of the Small-Scale Bakeries In Terms Of:

Table 2.1 Service

SA A N D SD MEAN INTERPRETATION

Bakeries utilize marketing 8 2 0 0 0 4.8 STRONGLY AGREE

strategies to promote their
products and attract
customers.

Bakery effectively utilizes 3 7 0 0 0 2.9 NEUTRAL

social media platforms to
promote its services.

The bakery's local 6 4 0 0 0 4.6 STRONGLY AGREE

advertising efforts
effectively reach the
community.
Table 2.1 indicates significant findings that the level of marketing strategies

among the small-scale bakeries in Magdalo Potol, Kawit Cavite varies in terms of

service.

An outstanding majority of respondents (80%) indicate a proactive approach by

strongly agreeing that bakeries utilize marketing strategies to promote their products

and attract customers. This exhibits a mature and thoughtful response which can

contribute to effective resolution and clarity in small-scale bakeries. Additionally, the

majority of respondents (70%) express agreement that the bakery effectively utilizes

social media platforms to promote its services.This reflects a collaborative and adaptive

approach to addressing various marketing strategies of small-scale bakeries. Moreover,

the majority of respondents (60%) strongly agree that the bakery's local advertising

efforts effectively reach the community.

27
 Table 2.2 Pricing

SA A N D SD MEAN INTERPRETATION

We determine the prices for our 9 1 0 0 0 4.9 STRONGLY AGREE

products based on the cost of
ingredients and productions.

We implement seasonal pricing 3 5 2 0 0 3.5 AGREE

strategies.

Price is a very important factor for 5 4 0 1 0 4.7 STRONGLY AGREE

our customers when purchasing
bakery items.

Table 2.2 indicates significant findings that the level of marketing strategies

among the small-scale bakeries in Magdalo Potol, Kawit Cavite varies in terms of

pricing.

The vast majority of respondents (90%) strongly agree that they determine the

prices for their products based on the cost of ingredients and productions. By

highlighting unique selling points such as baking techniques, locally sourced

ingredients, or specialty products, bakeries can carve out a distinct niche in the market.

This differentiation not only attracts customers seeking specific offerings but also

reduces the impact of price competition. Moreover, a significant portion of respondents

(50%) express agreement that they implement seasonal pricing strategies. This indicates

a deliberate effort on their part to adjust pricing based on fluctuations in demand and

supply dynamics throughout the year. Furthermore, the majority of respondents (50%)

strongly agree that the price is a very important factor for the customers when

purchasing bakery items. This underscores the significance placed on pricing strategies

by bakeries in catering to the preferences and budget constraints of their customer base.

28
 Table 2.3 Product

SA A N D SD MEAN INTERPRETATION

The quality of bakery 6 4 0 0 0 4.6 STRONGLY AGREE

products is consistently
high.

The presentation and 4 5 1 0 0 4.1 AGREE

packaging of bakery
products are appealing.

The Bakery’s advertising 4 3 2 1 0 4.0 AGREE

effectively informs and
attracts customers.

Table 2.3 indicates significant findings that the level of marketing strategies

among the small-scale bakeries in Magdalo Potol, Kawit Cavite varies in terms of

product.

A significant majority of respondents (60%) strongly agreed that the quality of

bakery products is consistently high. This indicates a prevailing sentiment among the

surveyed individuals affirming the superior standard maintained by the bakery in its

product offerings. Additionally, a proportion of respondents, constituting 50% of the

total surveyed, indicate agreement regarding the presentation and packaging of bakery

products are appealing. This suggests a favorable perception among respondents

regarding the visual aspects and overall attractiveness of how the bakery products are

presented and packaged. Furthermore, a significant portion of respondents, accounting

for 40% of the total respondents, convey agreement regarding the Bakery’s advertising

effectively informing and attracting customers. This implies that a considerable number

of respondents perceive the bakery's promotional efforts as successful in both

disseminating information about its offerings and capturing the interest of potential

customers.

29
3. Assessing the challenges faced by Small-Scale Bakeries

Table 3.1 Challenges faced by Small-Scale Bakeries

SA A N D SD MEAN INTERPRETATION

The increasing price of the 6 3 1 0 0 4.5 STRONGLY AGREE

ingredients.

Sometimes there is a chance that the 7 2 1 0 0 4.6 STRONGLY AGREE

bread burns.

Supplies of ingredients do not arrive 2 5 2 0 1 3.7 AGREE

immediately at the appointed time.

Sometimes the customer tries to 1 5 2 2 0 3.5 AGREE

return the bread that you can’t refuse.

Keeping up with technological 7 2 1 0 0 4.6 STRONGLY AGREE

advancement.

Table 2.3 indicates significant findings in assessing challenges faced among the

small-scale bakeries in Magdalo Potol, Kawit Cavite.

A substantial majority of survey participants, comprising 60% of the total

respondents, expressed strong agreement regarding the challenge posed by the rising

costs of ingredients for small-scale bakeries. This highlights the considerable impact of

ingredient price increases on the operational dynamics and financial viability of such

establishments. It underscores the need for effective cost management strategies to

navigate these challenges and sustain business growth. Additionally, a significant

majority of respondents, constituting 70% of the total surveyed, strongly agreed

regarding the challenge that sometimes there is a chance that the bread burns. This

underscores the importance of maintaining precise baking techniques and monitoring

procedures to ensure consistent quality and prevent product defects. It highlights the

30
need for continuous improvement and quality control measures within small-scale

bakery operations. Moreover, a majority of participants, accounting for 50% of the total

respondents, expressed agreement concerning the challenge that supplies of ingredients

do not arrive immediately at the appointed time. This implies the logistical hurdles

faced by small-scale bakeries in managing inventory and coordinating deliveries to

maintain operational efficiency. It emphasizes the importance of reliable supply chain

management and communication with suppliers to mitigate disruptions and ensure

smooth bakery operations. In addition, a significant portion of respondents, comprising

50% of the total surveyed, indicated agreement regarding the challenge of customers

attempting to return bread that the bakery cannot decline. This highlights the delicate

balance small-scale bakeries must strike between accommodating customer requests

and upholding policies to ensure business sustainability. It underscores the importance

of clear communication and establishing fair return or exchange guidelines to manage

customer expectations effectively. Furthermore, a substantial majority of respondents,

constituting 70% of the total surveyed, demonstrate a proactive approach by strongly

agreeing on the importance of keeping up with technological advancements. It

underlies the recognition among respondents of the pivotal role that technological

innovation plays in enhancing the efficiency, productivity, and competitiveness of

small-scale bakeries in today's dynamic business landscape. It highlights the imperative

for these establishments to embrace and integrate relevant technologies to stay abreast

of industry trends and meet evolving consumer demands.

31
4. The Relationship Between Level of Marketing Strategies and challenges faced of the

selected Small-Scale Bakeries

Table 4.1 The Relationship Between Level of Marketing Strategies in terms of Service

and challenges faced of the selected Small-Scale Bakeries

LEVEL OF MARKETING STRATEGIES IN TERMS OF SERVICE

HANDLING CHALLENGES FACED OF SELECTED SMALL-SCALE BAKERIES

Pearson Description P-Value Decision Remarks

0.10778 Very Weak Positive Correlation 0.3066>0.05 Failed to reject null hypothesis Not

significant

Table 4.1 shows the relationship between having effective marketing strategies

in terms of service and the challenges faced by the selected small-scale bakeries. Using

the assessment of handling challenges faced by the selected small-scale bakeries and

their perceived level of marketing strategies in terms of service, the researchers were

able to calculate the Pearson’s r value which is 0.10778 and P-value as 0.3066 that is

greater than the significance level of 5%.

Table 4.2 The Relationship Between Level of Marketing Strategies in terms of Pricing and

Challenges faced of the selected Small-Scale Bakeries

LEVEL OF MARKETING STRATEGIES IN TERMS OF PRICING

HANDLING CHALLENGES FACED OF SELECTED SMALL-SCALE BAKERIES

Pearson Description P-Value Decision Remarks

32
 0.14889 Very Weak Positive Correlation 0.4258>0.05 Failed to reject null hypothesis Not

significant

Table 4.2 reveals the relationship between having effective marketing strategies

in terms of pricing and the challenges faced by the selected small-scale bakeries. Using

the assessment of handling challenges faced by the selected small-scale bakeries and

their perceived level of marketing strategies in terms of pricing, the researchers were

able to calculate the Pearson’s r value which is 0.14889 and P-value as 0.4258 that is

greater than the significance level of 5%.

Table 4.3 The Relationship Between Level of Marketing Strategies in terms of Product

and Challenges faced of the selected Small-Scale Bakeries

LEVEL OF MARKETING STRATEGIES IN TERMS OF PRICING

HANDLING CHALLENGES FACED OF SELECTED SMALL-SCALE BAKERIES

Pearson Description P-Value Decision Remarks

0.25518 Very Weak Positive Correlation 0.7464>0.05 Failed to reject null hypothesis Not

significant

Table 4.3 shows the relationship between having effective marketing strategies

in terms of product and the challenges faced by the selected small-scale bakeries. Using

the assessment of handling challenges faced by the selected small-scale bakeries and

their perceived level of marketing strategies in terms of product, the researchers were

able to calculate the Pearson’s r value which is 0.25518 and P-value as 0.7464 that is

greater than the significance level of 5%.

33
 SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of findings, conclusions, and

recommendations based on the results of the study.

Summary
Marketing strategies play a pivotal role in enhancing the business performance of

small-scale bakeries in Magdalo Potol, Kawit Cavite. Through effective marketing efforts,

these bakeries can significantly increase their visibility, attract more customers, and

ultimately boost their revenue streams. By utilizing various marketing channels such as social

media, local advertisements, and word-of-mouth referrals, bakeries can ensure that their

brand is recognized within the community. This increased visibility not only attracts new

customers but also fosters customer loyalty among existing ones. pricing plays a pivotal role

in shaping customers' perceptions and behaviors at small-scale bakeries. It influences their

perceived value of products, loyalty to the bakery, and purchasing decisions. Striking the right

balance between affordability and quality is crucial for attracting and retaining customers, as

well as ensuring profitability for the bakery's sustainability in a competitive market. The

product from small-scale bakeries greatly impact customers, with factors like quality, taste,

variety, and freshness playing key roles in shaping satisfaction and loyalty. A diverse and

consistently excellent product selection boosts customer experiences, encouraging repeat

patronage and positive recommendations. Unique offerings and personalized touches deepen

emotional connections, strengthening customer relationships and contributing to sustained

success. Small-scale bakeries face various challenges, including raw ingredient prices,

maintaining product consistency, managing supply chain delays and meeting customer needs.

Adapting to technological developments while maintaining traditional techniques is an

additional challenge. Overcoming these challenges necessitates strategic planning, efficient

operations, and a customer-centric strategy to assure sustainability and competitiveness in the

34
dynamic bakery business.

Conclusions

Given the results of their perceived level of marketing strategies in terms of

service and the assessment of handling challenges faced by the selected small-scale

bakeries, the calculated value of Pearson’s r indicates that there is a very weak

correlation and the p-value is greater than the significance level of 5% (0.05) which

indicates that it failed to reject the null hypothesis and there is no significant

relationship between the level of level of marketing strategies in terms of service and

the assessment of handling challenges faced by the selected small-scale bakeries. This

means that the level of marketing strategies in terms of service does not affect how

small-scale bakeries handle challenges.

Based on the results there is a very weak correlation between the level of

marketing strategies in terms of pricing and the challenges faced by the selected small-

scale bakeries. The p-value is greater than the significance level of 5% (0.05) which

indicates that it failed to reject the null hypothesis and there is no significant

relationship between the level of marketing strategies in terms of pricing and the

challenges faced by the selected small-scale bakeries. This suggests that there is not

enough evidence to conclude that the level of marketing strategies in terms of pricing

correlate with effective handling of challenges faced by the small-scale bakeries.

The value of the Pearson’s r is 0.25518 which indicates a very weak positive

correlation which means that there is a minimal correlation but not strong enough to

conclude the correlation between having effective marketing strategies in terms of

product and the challenges faced by the selected small-scale bakeries. The p-value is

greater than the significance value of 5%(0.05) which indicates that the null hypothesis

is true between having effective marketing strategies in terms of product and the

35
challenges faced by the selected small-scale bakeries.

Overall, the value of Pearson’s r and the calculated p-value of the level of the

selected small-scale bakeries in the three essential marketing strategies (service,

pricing, and product) and handling challenges indicates that there is a very weak

correlation between the two variables and that it failed to reject the null hypothesis.

This also means that there is no significant relationship between the level of marketing

strategy and the handling challenges of the selected small-scale bakeries.

Recommendations

Based on the results of the study, the following recommendations are drawn by

the researchers:

Small bakery owners. As the primary objective of this study. The findings of

this study may be useful and bring new insights to small business owners. This may

enable them to identify gaps in their strategy response, leading in better management

of existing plans and higher financial performance.

Department of Trade and Industry (DTI). The results of the research is

recommended to be the fundamentals for establishing strategic business management

that works well and will benefit upcoming business owners.

Community. The community may utilize this study as a reference if they intend

to launch a small business. Additionally, it will assist them in learning and

comprehending facts related to small-scale business promotion.

Future Researchers. This study will add to the growing body of information in

the field of educational research. The study's findings will act as a manual for future

academics wishing to perform similar kinds of investigations. This study may serve as

a model and foundation, giving their research a solid basis.

36
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Soriano, Jerome "Management Strategies of the Small and Medium Enterprises
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Kotler, Philip and Armstrong. Gary (2004), Principles of Marketing (10th ed.)
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37
APPENDICES
 Republic of the Philippines
Department of Education
Region IV- A CALABARZON
Schools Division of Cavite Province
Emiliano Tria Tirona Memorial National Integrated High School
Gahak, Kawit, Cavite

EXPLORING MARKETING STRATEGIES OF SMALL-SCALE BAKERIES IN

MAGDALO POTOL, KAWIT, CAVITE

RESEARCH INSTRUMENT

Greetings of Peace and Prosperity!

You are invited to participate in a research study conducted by the Grade 12 Senior High School students of Emiliano Tria Tirona
Memorial National Integrated High School. Your participation is voluntary by answering a test which will only take for more or
less than 30 minutes.
Any information obtained in connection with this study that can be identified with you will remain confidential. The information
collected about you will be coded using a fake name (pseudonym) or initials and numbers (e.g. abc-1230). The information which
has your identifiable information will be kept separately from the rest of your data.

I. Demographic Profile
Name (optional):

Date:
Types of Business:
Operating years of Business:
Types of Ownership:

Directions: Choose the answer that best describes how you feel about each statement, then put a check
(✔) on your chosen answer. Use the following scale that corresponds with your answer.

Rating Scale:
Strongly Agree – (SA)
Agree – (A)
Neutral – (N)
Disagree – (D)
Strongly Disagree – (SD)

II. Marketing Strategies

SERVICE SA A N D SD

39
 Bakeries utilize marketing
strategies to promote their
products and attract customers.

Bakery effectively utilizes social

media platforms to promote its
services.

The bakery's local advertising

efforts effectively reach the SA A N D SD
PRICING
community.

We determine the prices for our

products based on the cost of
ingredients and productions.

We implement seasonal pricing

strategies.

Price is a very important factor

for our customers when
purchasing bakery items.

PRODUCT SA A N D SD

The quality of bakery products is

consistently high.

The presentation and packaging

of bakery products are appealing.

The Bakery’s advertising

effectively informs and attracts
customers.

III. Challenges faced by small-scale bakeries

PRODUCT SA A N D SD

The increasing price of the

ingredients.

40
Sometimes there is a chance that
the bread burns.

Supplies of ingredients do not

arrive immediately at the
appointed time.

Sometimes the customer tries to

return the bread.

Keeping up with technological

advancement.

41
PHOTO DOCUMENTATION

42
 RESEARCH PROPOSAL

EXPLORING MARKETING STRATEGIES OF SMALL-SCALE BAKERIES IN

MAGDALO POTOL, KAWIT, CAVITE

Paul Irish S. Lagpao

Justin Benidict Jimenez
Kurt Michael S. Casal
Kevin Garnette Marfil
Kit O. Ayoc
Jaztin M. Aninao
Rencie S. Loquinario

A research proposal submitted to the faculty of the Senior High School Department,
Emiliano Tria Tirona Memorial National Integrated High School in partial fulfillment
of the requirements for the subject, Inquiries, Investigations, and Immersions. Prepared
under the supervision of Ms. Maisie R. Aviñante.

INTRODUCTION

In today's dynamic markets and growing global competition, marketing is

centered around people. Small businesses striving to navigate these challenges must

base their management decisions on carefully crafted strategies. The presence of small-

scale bakeries in Magdalo Potol, Kawit Cavite is pivotal for the local economy, offering

job opportunities and bolstering local suppliers. Additionally, these bakeries hold

cultural significance, safeguarding age-old recipes and cooking methods handed down

through the years. Despite their significance, many small-scale bakeries in Magdalo

Potol, Kawit Cavite face challenges in effectively promoting their products and services

to a wider audience. Consequently, comprehending the marketing tactics employed by

these establishments is essential for recognizing their role in community enrichment

and pinpointing pathways for continued progress in business.

Marketing plays a crucial role in finding new markets, pinpointing the ideal

44
 customers, and assessing the value of a product. When a product lacks a

sufficient

45
 customer base to thrive, sales decline, and competitors encroach on market

share, marketing helps recognize the need for rejuvenation or reinvention. Analyzing

the 4Ps of marketing is essential as it enables companies to identify elements

contributing to customer satisfaction and implement strategies for improvement. As a

result, marketing is more than just a way to sell a product; it's also a way to build a

long-term and satisfying relationship between the organization and all stakeholders

(Mathew, 2009). It is also essential for the success of all businesses, including small-

scale bakeries. Unlike larger bakeries that have ample marketing budgets, small-scale

bakeries typically have limited resources. Moreover, it's important to identify and

utilize cost-effective marketing strategies that are customized to their specific

requirements and situation. Recognizing the marketing intricacies of small-scale

bakeries in Magdalo Potol, Kawit Cavite is vital for fostering their development and

longevity in a competitive market setting.

The importance of marketing strategy within a business involves crafting plans

to attract the right customers, foster trusting relationships with them, and drive growth.

Thus, to navigate the external environment of customers and competitors effectively,

it's crucial to train and motivate all employees to deliver the best possible service to

customers. Having accurate and reliable information on customers is an essential

ingredient in strategic marketing; with the aid of modern technology and appropriate

software, organizations can develop a customer information file which is accessible and

designed to aid decision making. (Ma Cristina, Enrique & Ricardo 2012).

Statement of the Problem

This study aims to provide valuable insights into the marketing dynamics of

small-scale bakeries in the local context of Magdalo Potol, Kawit Cavite. Specifically,

46\
it ought to answer the following questions:

4. What is the profile of the respondents in terms of:

1.4 Type of Business

1.5 Operating years of the business
1.6 Types of ownership

5. What are the current Marketing Strategies utilized by small-scale bakeries in Magdalo
Potol, Kawit Cavite?

2.4 Service
2.5 Pricing/Price
2.6 Product

6. Challenges faced by small-scale bakeries?

Scope and Delimitations of the Study

This study focuses on determining the marketing strategies and aspects which

could help to develop and run small-scale bakeries effectively in the Municipality of

Magdalo Potol, Kawit Cavite. The researcher will primarily employ quantitative

methods to collect and analyze data from a representative sample of bakery owners in

the area.

Furthermore, it is important to acknowledge that certain limitations may arise,

such as the potential for bias in self-reported data and the inability to capture all factors

influencing marketing strategies and business performance.

Significance of the Study

The result of this study would be beneficial to the following:

Small-scale bakery owners. As the primary objective of this study. The

findings of this study may be useful and bring new insights to small bakery owners.

This may enable them to identify gaps in their strategy response, leading in better

management of existing plans and higher financial performance.

47\
 Department of Trade and Industry (DTI). The results of the research will be

the fundamentals for establishing strategic business management that works well and

will benefit upcoming business owners.

Community. The community may utilize this study as a reference if they intend

to launch a small business. Additionally, it will assist them in learning and

comprehending facts related to small-scale business promotion.

Future Researcher. This study will add to the growing body of information in

the field of educational research. The study's findings will act as a manual for future

academics wishing to perform similar kinds of investigations. This study may serve as

a model and foundation, giving their research a solid basis.

Future Researchers. The contents of this study can be a guide for researchers

who are also conducting a similar study about common errors of students in evaluating

algebraic expressions. This study can also be a starting ground for other researchers who

are planning to create a study that has the same concept.

Theoretical Framework

This study investigates several relevant theories and concepts from the fields of

marketing, small business management, and consumer behavior. These theoretical

perspectives provide a lens through which to analyze the factors influencing the

marketing strategies of small-scale bakeries in the local context of Magdalo Potol.

7. Marketing Mix (4Ps)

According to Philip Kotler “Marketing Mix is the set of controllable variables

that the firm can use to influence the buyer's response”. The controllable variables in

this context refer to the 4 'P's (product, price, place and promotion) The marketing mix

framework, comprising Product, Price, Place, and Promotion, serves as the foundation

48
for understanding the core elements of marketing strategy. For small-scale bakeries,

Product encompasses the range and quality of baked goods offered, Price reflects

pricing strategies tailored to local market conditions and customer preferences, Place

considers distribution channels and location choices, and Promotion encompasses

advertising, social media, and other promotional activities aimed at increasing brand

visibility and attracting customers.

8. Resource-Based View (RBV)

The resource-based view (RBV) argues that a firm's sustained competitive

advantage is based on its valuable, rare, inimitable, and non substitutable resources

(Barney, 1991). The Resource-Based View theory emphasizes the role of internal

resources and capabilities in achieving competitive advantage. For small-scale bakeries,

resources such as skilled staff, unique recipes, equipment, and location play a crucial

role in shaping their marketing strategies. By leveraging these resources effectively,

bakeries can differentiate themselves from competitors and create value for customers.

9. Relationship Marketing

According to Kotler and Keller (2009) customer relationship marketing is the

process of attracting, building and retaining customers. Good relation play important

role in happiness. Consumer happiness is strongly dependent relationship marketing

(Cherrier and Munoz (2007). Relationship marketing focuses on building long-term

relationships with customers based on trust, loyalty, and mutual satisfaction. For small-

scale bakeries, fostering strong relationships with customers through personalized

service, quality products, and community engagement can lead to repeat business and

positive word-of-mouth referrals. This theory underscores the importance of customer

retention and loyalty in sustaining business success.

49
10. Local Market Orientation

Jaworski and Kohli (1993) define market orientation as “organization-wide

generation of market intelligence pertaining to current and future needs of customers,

dissemination of intelligence horizontally and vertically within the organization and

organization wide action or responsiveness to market intelligence”.aworski and Kohli

(1993) define market orientation as “organization-wide generation of market

intelligence pertaining to current and future needs of customers, dissemination of

intelligence horizontally and vertically within the organization and organization wide

action or responsiveness to market intelligence”. Local market orientation theory

emphasizes the importance of understanding and responding to the unique

characteristics and needs of the local market. For small-scale bakeries in Magdalo Potol,

Kawit Cavite, this entails tailoring marketing strategies to the preferences, culture, and

purchasing behavior of local consumers. By aligning marketing efforts with the specific

demands of the local market, bakeries can better connect with their target audience and

drive business growth.

11. Consumer Behavior

Consumer behavior is the study of how individuals, groups and organizations

select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their

needs and wants (Kotler and Keller, 2006). Consumer behavior theory examines the

factors influencing consumers' purchasing decisions and preferences. For small-scale

bakeries, understanding local consumer preferences, lifestyle trends, and socio-

economic factors can inform product development, pricing strategies, and promotional

efforts. By aligning marketing strategies with consumer needs and preferences, bakeries

can better attract and retain customers in the competitive marketplace.

50
12. Technology Adoption Theory

Technology adoption theory explores the process by which individuals and

organizations adopt new technologies. In the context of small-scale bakeries, this theory

highlights the potential of digital marketing tools and platforms, such as social media,

online ordering systems, and mobile apps, to enhance marketing effectiveness and reach

a wider audience. Understanding the factors influencing technology adoption among

bakery owners can inform strategies for integrating digital marketing into their overall

marketing mix.

Hence, these theories and concepts provide a comprehensive understanding of the

factors shaping the marketing strategies of small-scale bakeries in Magdalo Potol, Kawit

Cavite. By considering the interplay between marketing mix elements, internal

resources, customer relationships, local market dynamics, technology adoption, and

consumer behavior, this framework serves as a guide for analyzing the drivers and

outcomes of marketing strategies in the context of small-scale bakery businesses.

51
Conceptual Framework

Figure 1
Conceptual Framework of the Study

INPUT PROCESS OUTPUT

1. What is the profile of

the respondents in
terms of:
1.1 Type of 1. Data collection of
Business and, the small-scales
Exploring Marketing
1.2 Operating bakeries in Magdalo
Strategies of Small-
years of the business Potol, Kawit Cavite Scale Bakeries in
1.3 Types of 2. Administering Magdalo Potol, Kawit
ownership questionnaires Cavite
3. Statistical analysis
2. What are the current of data
Marketing Strategies
utilized by small-scale
bakeries in Magdalo
Potol?
2.1 Service
2.2
Pricing/Price
2.3 Product

This study would explore the marketing strategies of small-scale bakeries in

Magdalo Potol, Kawit, Cavite. The first frame refers to the input, which includes the

profile of the respondents to the study in terms of type of business, and operating years

of the business. Next is the process where the construction and validation of

questionnaires for the survey, data collection, and statistical data analysis take place.

Lastly, the output of the study is recommendations about the marketing strategies of

small-scale bakeries in Magdalo Potol, Kawit Cavite. By integrating these variables

within the conceptual framework, this study aims to explore the relationships between

52
marketing strategies, business performance, and customer satisfaction among small-

scale bakeries in Magdalo Potol, Kawit, Cavite. Through empirical investigation and

analysis, the framework will provide valuable insights into the effectiveness of different

marketing approaches and their implications for bakery owners and the local

community.

Definition of Terms

For a better understanding, the following conceptual and operational definitions

used in this study are provided:

Bakery - A bakery is an establishment that produces and sells flour-based baked goods made in

an oven such as bread, cookies, cakes, doughnuts, bagels, pastries, and pies.

Business - The term business refers to an organization or enterprising entity engaged

in commercial, industrial, or professional activities. The purpose of a business is to

organize some sort of economic production of goods or services.

Business Owners - an individual or entity who owns a business entity in an attempt to

profit from the successful operation of the company.

Marketing Strategies - A marketing strategy is a long-term plan for achieving a

company's goals by understanding the needs of customers and creating a distinct and

sustainable competitive advantage.

Small-scale – limited size or scope

53
 REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies after the thorough and in-

depth search done by the researchers. Those that were included in this chapter helps in

familiarizing information that are relevant and similar to the present study

Foreign Literature

According to Liet al, 2000, There are numerous definitions of marketing

strategy in the literature and such definition reflect different perspective. However, the

compromise is that marketing strategy provide the avenue for utilizing the resources of

an organization in order to achieve its set goals and objective.

Marketing strategy encompasses a set of integrated actions designed to achieve

specific objectives within a competitive market. As Philip Kotler and Kevin Lane Keller

emphasize in "Marketing Management," strategic marketing planning is indispensable

for businesses aiming to navigate the complexities of the market landscape effectively.

It involves the identification of target markets, understanding customer needs and

preferences, and crafting tailored strategies to create and deliver value. It emphasizes

the importance of strategic decision-making processes in achieving desired outcomes.

"Marketing Strategy: A Decision-Focused Approach" by Michael D. Hutt and Thomas

W. Speh provides insights into the decision-making frameworks and tools essential for

crafting and implementing effective marketing strategies. It underscores the need for

informed analysis, creativity, and adaptability in addressing market challenges and

opportunities.

Goi (2005) defines marketing strategy as the set of the marketing tools that firms

use to pursue their marketing objectives in the target market; the view which was earlier

expressed by (Gronroos, 1999, and Osuagwu, 2006). Therefore, the function of

54
marketing strategy is to determine the nature, strength, direction, and interaction

between the marketing mix- elements and the environmental factors in a particular

situation.

Effective marketing strategies are the result of strategic decision-making

processes guided by insights and analysis. In "Marketing Strategy: A Decision-Focused

Approach" by Orville C. Walker Jr. et al., the authors stress the importance of data-

driven decision-making and market segmentation in crafting targeted strategies. By

leveraging market intelligence and strategic frameworks, businesses can align their

marketing efforts with organizational objectives and optimize resource allocation for

maximum impact. Thus, marketing strategy epitomizes the convergence of strategic

foresight, market intelligence, and tactical acumen in navigating the turbulent waters of

business environments. Grounded in a deep understanding of customer needs,

competitive dynamics, and organizational capabilities, effective marketing strategies

serve as the compass guiding organizations towards their desired destinations. By

embracing a strategic mindset, fostering customer-centricity, and executing with

precision, organizations can unlock new growth avenues, fortify their competitive

positions, and chart a course towards enduring success in the ever-evolving

marketplace.

Foreign Study

A study According to Varadarajan, 2010, Marketing strategy is a significant

driving force that distinguishes the success of many organizations not only by well-

developed marketing strategies outlining where, when, and how the firm will compete

but also by their ability to execute the marketing strategy decision options chosen.

In today's fiercely competitive business landscape, the efficacy of marketing

strategy in driving business performance has become a focal point of scholarly inquiry

55
and managerial attention. From market segmentation and targeting to product

positioning and promotional tactics, marketing strategy encompasses a myriad of

activities aimed at creating, communicating, and delivering value to target customers.

Despite its centrality, however, the precise impact of marketing strategy on business

outcomes remains a subject of debate and empirical investigation.

According to Ebitu (2014), marketing strategies employed by organizations

concern the company's product branding and improvement. Such strategies are

discussed. Market leader is one of the strategies. The first element of market leader

strategy is to ensure that the product or service is at the top of the market as compared

to competitor products and services, thereby dominating the market and emerging

market leader. The market leader will therefore channel its resources to areas such as

brand proliferation, product diversification, unmatched customer service and corporate

image through CSRs. Another strategy is Marketing Mix: A second element could be

developing the right marketing mix to ensure the products and services satisfy the

consumer needs. This must be through creating the right product at the right place sold

at the right price using the suitable promotions. Innovations as a strategy may include

product or service innovations that are aimed at improving the performance of the

product and thus customer satisfaction. Lastly, expansion as a strategy involves a

number of options according to Anyanwu 1999; horizontal integration aims to increase

market presence by selling more of the existing product in the market while vertical

integration concerns reducing costs of distribution to increase profit margins per

product. Further, diversification in marketing is key as it is the investment and

development of new products, patents, and licensing. Similarly, intensification is key

and focuses on increasing customer loyalty by offering incentives to existing and target

consumers. Small business manufacturing enterprises represent viable means to

creating employment, stimulating economic growth, and accelerating development.

56
The purpose of this study is to explore the strategies used by small business owners.

As stated by Lamarco, 2018, the main importance of strategic business

management is to assist the business profit and decision making. It is important for a

business' long-term success. Strategic management defines a strategy for its business

that will create clear, well-defined plans that it will then put in action to achieve its

goals and to align its business activities, so that the business will be in harmony with

those goals. It will also allocate all of the necessary resources to achieve those goals. In

line with Mustapha, 2013, starts with market research, developing vision about the

market, selecting market target strategies, design positioning strategies, setting

objectives and implementing the marketing programmes to meet the value requirements

of the target markets.

According to Modilim, 2016, It is found that small business leaders' success

strategies, like minimizing debt and overhead expenses, good record keeping, skills and

expertise are essential for small business success. Additionally, small business leaders

can achieve success by engaging in research Strategic planning and preparation before

launching their business idea which should reflect the needs and tastes of their

customers.Small businesses are the lifeblood of economies, driving innovation, job

creation, and economic growth. Despite their significance, small business owners face

a myriad of challenges, ranging from access to capital and market volatility to

regulatory burdens and talent acquisition. Understanding the motivations, aspirations,

and decision-making processes of small business owners is essential for fostering

entrepreneurship, promoting small business development, and enhancing economic

resilience. This study seeks to address this imperative by investigating the drivers,

barriers, and strategies shaping the experiences of small business owners, thereby

informing policies and interventions aimed at supporting their endeavors.

57
Local Literature

As stated by EntrePinoys Atbp. Business Ideas Philippines (2015), small

businesses are more likely to experience numerous challenges and problems than those

bigger ones. These businesses are more vulnerable to encountering difficulties when it

comes to attracting customers, alluring employees, business development, competing

against bigger companies, and finance expansion. Accordingly, products and services

that are being offered by large-scaled businesses are getting more consumers than those

small-scaled ones. It is for this reason that the larger businesses have already solidified

their brand and gained so much consumer satisfaction and superior value. Besides,

small businesses mostly consist of newly-opened businesses. By this means, their

marketing strategies are not that yet as great as the marketing strategies of the large

enterprises. Due to their size, many small-scale businesses find it difficult to grow. They

have limited budgets to use for expansion and acquiring highly-skilled employees. As

a result, they have limited human resources to work with their company's welfare and

development.

Small businesses in the Philippines are having a political dilemma. The rights

and policies of the government are mostly constructed for the sake of the richest of the

richest. Past administrations have focused on making projects that benefit the large

businesses the most. In the current context, the Philippines have enough laws with the

necessary safeguards to assist them. Implementing these laws will give more strength

to our SMEs to be able to compete against regional rivals. However, most small

enterprises still find it difficult to access loans and other forms of financial assistance.

(Manila Times, 2016). Small businesses constitute the backbone of the Philippine

economy, driving innovation, employment generation, and economic resilience.

Despite their significance, small enterprises face a myriad of challenges, including

limited access to capital, regulatory hurdles, market competition, and skill shortages.

58
Access to finance remains a persistent issue, with limited availability of credit, high

interest rates, and collateral requirements constraining entrepreneurship. Regulatory

burdens, bureaucratic red tape, and compliance costs also pose significant obstacles for

small business owners, particularly those operating in highly regulated sectors such as

manufacturing and services. Moreover, market competition, technological disruptions,

and skills gaps further compound the challenges faced by small enterprises in the

Philippines.

Addressing the needs of small businesses in the Philippines requires a

multifaceted approach that encompasses policy reforms, institutional support, and

capacity-building initiatives. Government agencies such as the Department of Trade

and Industry (DTI) and the Small Business Corporation (SBC) play a crucial role in

providing financial assistance, business development services, and advocacy for small

enterprises. Moreover, initiatives such as the Barangay Micro Business Enterprises

(BMBEs) Act and the Go Negosyo program aim to promote entrepreneurship, facilitate

business registration, and foster a conducive environment for small business growth. In

conclusion, small businesses play a pivotal role in the Philippine economy, serving as

catalysts for entrepreneurship, innovation, and inclusive growth. By understanding the

characteristics, challenges, and contributions of small enterprises, policymakers,

practitioners, and stakeholders can develop targeted interventions and support

mechanisms to empower small business owners, unleash their potential, and create a

conducive environment for sustainable development. Moving forward, further research

is warranted to explore emerging trends, such as digitalization, globalization, and

sustainability, and their implications for the future of small businesses in the

Philippines.

59
Local Study

According to Abesamis, 2012, the role of authenticity, consistency, and

customer-centricity in fostering strong brand relationships with Filipino consumers. In

a market characterized by intense competition and consumer skepticism, building brand

loyalty and trust is paramount for small business owners in the Philippines. Successful

marketing strategy for small business owners in the Philippines necessitates a

localization and adaptation approach that resonates with local tastes,

preferences, and cultural sensibilities. Case studies of Filipino brands, such as

Jollibee and Bench, highlight the importance of tailoring product offerings,

messaging, and promotional campaigns to suit the Philippine market context.

Moreover, small business owners must remain agile and responsive to evolving

consumer trends, market dynamics, and competitive pressures, continuously

refining their marketing strategies to stay relevant and competitive. In addition,

Soriano (2008) revealed in his study that the most notable among the problems in

marketing management of the small and medium businesses in Western Tarlac is low

price, followed by unresponsiveness of the products to customer needs, no customer,

high. promotional cost, stiff competition, and declining demand because of the presence

of many firms and continuous increase in prices of products. Also, the retailing

businesses in Tarlac are more self organized and are not being controlled by bigger

organizations such as the main branch or Mother Company. They have good strategies

when it comes to providing products to the customers. The businesses are also more of

"customers and business centered" because they purchase goods in large quantities for

their customers and for their concern with inventory control because that is one of the

factors that determine their costs. Furthermore, the SMEs in Western Tarlac are

generally customer oriented when it comes to the generation of new product ideas. The

competitive strategies that they adopt suggest the great importance given by them

60
towards price and quality to differentiate themselves from their competitors. When it

comes to pricing, the firms favor competition based pricing in setting prices for their

products. The business also gives due consideration to cost when it comes to pricing

their products and services. The businesses have high regard for quality and pricing as

competitive advantage. The product improvement strategies of the businesses involved

in the study seemed to favor the customers.

According to Dumama, 2015, the importance of leveraging digital channels,

such as Facebook, Instagram, and YouTube, to reach and engage Filipino consumers,

particularly the digitally-savvy millennial and Gen Z demographics. Effective use of

social media marketing, influencer collaborations, and online advertising can amplify

small business owners' visibility, drive brand awareness, and stimulate customer

engagement in the Philippine market. This research study investigates the marketing

strategies employed by small-scale bakery owners in the Philippines, aiming to identify

key practices, challenges, and opportunities in reaching and engaging customers in this

competitive market segment. Through a mixed-methods approach combining

qualitative interviews and quantitative surveys, this study explores the nuances of

marketing strategy formulation and implementation among small bakery businesses.

By examining factors such as product offerings, pricing strategies, promotional tactics,

and digital marketing utilization, this study offers actionable insights for small-scale

bakery owners seeking to enhance their marketing effectiveness and drive business

growth. In conclusion, marketing strategy holds immense significance for small

businesses in the Philippines, serving as a catalyst for business growth,

competitiveness, and sustainability. By strategically positioning their brands, targeting

niche market segments, adopting a customer-centric approach, and harnessing digital

marketing channels, small businesses can overcome challenges, seize opportunities,

and achieve long-term success in the dynamic Philippine market landscape. Moving

61
forward, continuous innovation, adaptation, and responsiveness to changing market

trends will be essential for small businesses to maintain their competitive edge and

thrive in the evolving business environment of the Philippines.

METHODOLOGY

This chapter includes the research design, research hypothesis, source of data,

62
sampling technique, research instrument, data analysis and data gathering procedure

and ethical considerations.

Research Design

The researchers will use a Quantitative Type of Research Design in conducting

the study as it is unbiased and doesn't need to be directly observed. It is perfect for

testing the hypothesis of the study wherein the null hypothesis states that there is no

significant relationship between small-scale bakeries' effective Marketing Strategies

and their business performance, while the alternative hypothesis asserts that there is a

significant relationship between these variables.

A The study will utilize correlational analysis to determine the relationship

between the level of marketing strategies and the challenges faced of the 10 selected

small-scale bakeries in Magdalo, Kawit Cavite. A significance level of 5% (0.05) will

be the basis in rejecting the null hypothesis.

Research Hypothesis

In this study, the null hypothesis states that there is no significant effect on

small-scale bakeries in Magdalo Potol, Kawit Cavite, that employ more diverse

marketing strategies at higher levels of business performance, including increased sales

revenue and market share, while the alternative hypothesis asserts that there is a

significant effect of these variables.

Source of Data

The study was conducted in the Municipality of Magdalo Potol, Kawit Cavite.

The researcher will primarily employ quantitative methods to collect and analyze data

63
from the 10 selected small-scale bakery owners in the area.

Sampling Technique

The target participants of the study are the 10 selected small-scale bakeries at

Magdalo, Potol, Cavite. The study will use a stratified random sampling technique to

prevent bias and ensure that the researchers obtain sufficient sample points to support

an analysis from the selected small-scale bakeries. The distribution of the researcher-

made questionnaires presented in Table 1.

Table 1. Distribution of Researcher-made Questionnaires to the Selected Participants

Participants Frequency Percentage

Small-Scale Bakeries at Magdalo Potol, 10 100%

Kawit Cavite

TOTAL 10 100%

Table 1 shows that the study will utilize 10 respondents of small-bakeries in

Magdalo Potol, Kawit Cavite. The study will collect the respondents personal

information such as their name (optional), type of business, operating years of business,

and type of ownership. The name of the participant is optional as it is a sensitive piece

of information. The personal data of the respondents will be kept confidential and the

researchers will have proper consent from the respondents before they give the

researcher-made questionnaires.

Research Instrument

The researchers will make use of Survey Questionnaire in collecting the needed

data to achieve the objective of the study. The researchers will reach out to the

64
respondents through going to Magdalo Potol, Kawit Cavite to visit small-scale bakeries.

The researchers will also make use of Google Sheets in computing the Pearson’s r, t-

value, and p-value to make accurate interpretation of data.

The researchers will use a two 5-point Likert Scale (Table 2 and Table 3)

because it is the most suitable scale for analyzing the role of effective marketing

strategies in the business performance of the selected small-scale bakeries in Magdalo

Potol, Kawit Cavite.

Table 2. Likert Scale for Marketing Strategies

Weighted Mean Interpretation

4.21 - 5.00 Strongly Agree

3.41 - 4.20 Agree

2.61 - 3.40 Neutral

1.80 - 2.60 Disagree

1.00 - 1.80 Strongly Disagree

Table 2 shows a 5-point Likert Scale with its weighted mean and its

interpretation. The participants of the study will be asked to rate their perceived

level of marketing strategies with 1 being Strongly Disagree and 5 being

Strongly Agree. This will allow the participants to indicate their perceived level

of competency through utilizing effective marketing strategies.

Table 3. Likert Scale for Challenges faced by Small-Scale Bakeries

Weighted Mean Interpretation

65
 4.21 - 5.00 Strongly Agree

3.41 - 4.20 Agree

2.61 - 3.40 Neutral

1.80 - 2.60 Disagree

1.00 - 1.80 Strongly Disagree

Table 3 shows a 5-point Likert scale that will be used by the researchers for

assessing how the selected small-scale bakeries handle the challenges and perceived

ways on how effective marketing strategies are. The 5-point Likert Scale will be used

to evaluate how the participants handle challenges that range from 1 as Strongly

Disagree to 5 as Strongly Agree. The researchers aimed to identify the participant

agreement to the statements related to handling challenges and understand how the

participants agree to the various ways of effective marketing strategies for the small-

scale bakeries.

The researchers choose to employ two distinct 5-point Likert Scale due to the

need to utilize various marketing strategies. Having two Likert scales will help the

researchers to gather appropriate response options and capture the nuanced perceptions

of participants regarding their marketing skills and strategies for handling challenges.

Data Analysis

Correlational Analysis were utilized by the researchers in conducting the study

66
in order to find the relationship between effective marketing strategies and handling

challenges of the selected small-scale bakeries at Magdalo Potol, Kawit Cavite. The

study will use Descriptive Statistics such as mean and standard deviation to summarize

participants’ responses and help the researcher create an accurate conclusion. The study

will also use a significance level of 5% to determine whether or not accept the null

hypothesis.

The study used Pearson’s r to determine the strength and linear correlation

between the level of marketing strategies and handling challenges of the selected small-

scale bakeries.

Formula:

The study were also conducted a t-test to determine if there is a significance of

the correlation coefficient and difference between the two variables. The t-test will be 2-

tailed to ensure that the researchers are able to examine both direction and possibility of

the two variables. The t-test will be used in finding the p-value to help the researchers for

testing the hypothesis.

Formula:

67
 Where:

r = Pearson’s r

df = number of observations

Data Gathering Procedure

The data were collected through the use of researcher-made questionnaires to

help the researchers easily navigate the responses of the respondents and make accurate

conclusions. The participants were instructed properly in using the Likert Scale

response options and the researchers ensured the participants anonymity throughout the

data collection and analysis process. The data will be interpreted carefully by the

researchers using correlational analysis together with references that may support the

study.

Ethical Considerations

To conduct an ethical study, the researchers ensured the privacy and

confidentiality of the respondents. Along with this, the researchers also ensured that the

respondents are voluntarily participating in the research via an informed consent form.

The researchers also assured that the respondents can stop answering the test if they

wish to do so. Furthermore, the researchers guaranteed that participants were informed

about the intricacies and results of the study and answered any inquiries about the

research.

68
 CURRICULUM VITAE

Justin Benidict Jimenez

273 Tanggulan St., Wakas II, Kawit Cavite, Philippines 4104
0995 894 3767
[email protected]

Age: 17
Birthday: July 26, 2006
Birthplace: Kawit, Cavite
Mother’s Name: Mariane G. Jimenez
Occupation: House Wife
Father’s Name: Magno A. Jazareno
Occupation: Mechanic

EDUCATION
2022- 2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2017-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2011-2017 Wakas Elementary School Elementary

69
Kurt Michael S. Casal
Medicion 1-C Imus City Cavite, Philippines
4104
0962 055 7619
[email protected]

Age: 18
Birthday: May 1, 2006
Birthplace: Imus City
Mother’s Name: Rubilyn D. Semillano
Occupation: OFW
Father’s Name: Michael A. Casal
Occupation: Driver

EDUCATION
2022-2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2017-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2011-2017 GOV D.M Camerino Elementary

70
Jaztin M. Aninao
Toclong Kawit, Cavite, Philippines
4104
0997 356 3136
[email protected]

Age:19
Birthday: December 15, 2004
Birthplace: Pasay City
Mother’s Name: Marife F. Aninao
Occupation: House Wife
Father’s Name: Gilbert R. Aninao
Occupation: Room Attendant

EDUCATION
2023- 2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2017-2022 Imus National High School Junior High School
Main
2011-2017 Toclong Elementary School Elementary

71
Kevin Garnette Marfil
272 Magdalo Putol, Kawit Cavite, Philippines 4104
09936575644
[email protected]

Age: 17
Birthday: July 27, 2006
Birthplace: Kawit, Cavite
Mother’s Name: Maylin B. Marfil
Occupation: OFW
Father’s Name: Noel Rodelas
Occupation: Labor

EDUCATION
2022- 2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2017-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2011-2017 Putol Sta-Isabel Elementary School Elementary

72
Paul Irish Lagpao
98 Magdalo Putol, Kawit Cavite, Philippines 4104
09296544406
[email protected]

Age: 19
Birthday: March 6, 2005
Birthplace:Putol, Kawit Cavite
Mother’s Name: Merlita A. Lagpao
Occupation: Housewife
Father’s Name: Manuelito R. Lagpao
Occupation: Tricycle operator

EDUCATION
2022-2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2016-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2011-2016 Putol Sta-Isabel Elementary School Elementary

73
Kit O. Ayoc
Poblacion, Kawit Cavite, Philippines 4104
09855635141
[email protected]

Age: 20
Birthday: September 23, 2002
Birthplace:Kawit, Cavite
Mother’s Name: Cioly Ayoc
Occupation: Housewife
Father’s Name: Rene Ayoc
Occupation: Driver

EDUCATION
2022-2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2016-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2011-2016 Aguinaldo Elementary School Elementary

74
Rencie S. loquinario
Marulas, Kawit Cavite, Philippines 4104
09307807358
[email protected]

Age: 19
Birthday: August 22 2004
Birthplace: Kawit, Cavite
Mother’s Name: Irene Penafiel
Occupation: Babysitter
Father’s Name:Reynante loquinario
Occupation:N/A

EDUCATION
2022-2024 Emiliano Tria Tirona Memorial National Senior High School
Integrated High School
2017-2022 Emiliano Tria Tirona Memorial National Junior High School
Integrated High School
2010-2017 Gahak Marulas Elementary School Elementary

75