I. NAME OF THE COMPANY
MANG INASAL
II. POINT OF VIEW OF THE PERSON
CEO- EDGAR ‘INJAP’ SIA
III. TIME CONTEXT
2009
IV. SHORT HISTORICAL BACKGROUND OF THE COMPANY
It all started with a Vision. Edgar “Injap” Sia, at the age of twenty six, grabbed the
opportunity to lease a 250 square meter space at the Robinson’s Mall Carpark-Iloilo in December
2003.It was there that Mang Inasal, Hiligaynon for Mr. Barbeque, was born.
Early on, he learned the importance of following your instincts, taking risks, strategizing,
negotiating, and motivating yourself and your people. He also knew that the Filipino
barbeque quick service restaurant category still had the potential for growth. He started
a business that had the potential for nationwide expansion. With the support of his family,
he embarked on a journey that changed his life forever.
Famous for its native-style and “nuot-sarap” Chicken Inasal with its pioneering “unlimited
rice”, Mang Inasal quickly won the hearts of its customers with its distinctively Pinoy
stamp-grilling and special marinade made out of local secret spices.
The restaurant was an instant success, opening close to thirty branches in just three
years. By 2005, confident of the stability and brand recall of the business, he opened
Mang Inasal for franchising, concentrating his efforts in Visayas and Mindanao where
Inasal is most popular. Franchise offers for Luzon soon followed.
V. STATEMENT OF THE PROBLEM
JOLLIBEE FOODS CORPORATION wants to acquire Mang Inasal. What should
the CEO of Mang Inasal decision will be?
VI. AREA OF CONSIDERATION
Strengths
o
Variety of Food and its Quality
From the famous grilled chicken, barbeque, sisig and palabok up to the sweet Halo-Halo,
Mang Inasal offers a wide variety of Food that excels both in its Taste and Quality.
o
UNLI-RICE
The trend of Unli-Rice started with Mang-Inasal, it is one of the restaurant’s USP.
o
Marketing Strategy
The marketing strategy of Mang Inasal focuses on tv commercials using well-known actors
such as Angel Locsin and Coco Martin promoting the Menu of Mang Inasal.
Weakness
o
Fast-food not preferred by many
People always fear that fast food causes obesity and is unhealthy. Hence, the fact that
the brand produces fast food would hinder people to purchase from the store. This is a
weak point for the brand to gain more customers.
o
Impact of Crisis
The pandemic has limited people going outside, thus affecting Mang Inasal sales during
the pandemic.
o
Locally styled food
The fast food chain appears to offer locally styled food which may only be appealing to
Filipinos and those who want Filipino food. Moreover, some of the food items may not be
appealing to foreigners.
Opportunities
o
New Services and Promos
Providing new services to its customers like online service. The brand should also take a
chance onto the online market to get more revenue. It should expand its business online
as going online is an ideal method to get more customers. It should get tied up with various
social marketing platform to market its brand and attract more customers to purchase their
brand.
o
International Expansion
Mang Inasal should increase its reach at the global level. There are many food lovers
worldwide who love to try different kinds of food from various parts of the world. Authentic
food from a specific region is well-thought to give it a try. Widening their business portfolio
and not relying on a single country for the whole market.
Threats
o
Competition
Mang Inasal sees strong competition from other fast-food brands of the world. This is a
serious threat to the business. It should work hard to outperform its competitors to gain
more revenue.
o
Health consciousness
As everything globally shifts to a healthier way of living, many products, ingredients, or
ways of food processing that Jollibee has provoked many. The concept of diet related food
and healthy living has triggered people’s mind to switch over to a food that is prepared
using less fat and is healthier. This is a major threat to the brand as it would see a decline
in the customers.
VII. ALTERNATE COURSES OF ACTION
1. Ignore the JFC acquisition deal.
Pros: The founder and CEO of Mang Inasal, Edgar Injap, will continue to lead Mang
Inasal to success.
Decisions will be solely be coming from the CEO, since he holds the highest
share of the company.
Cons: Jollibee, the most successful fast food chain in the Philippines will be their
competitor in the fast food industry.
Edgar Injap will not get the money from acquisition of the mang Inasal.
2. Sell the 70% share of the company and manage the remaining 30% of it.
Pros: Edgar Sia will have 3 Billion pesos for the 70% of the company.
Edgar Sia will still be the CEO and continues to lead the company
Jollibee will be an ally not be treated as a competitor
Cons: the board of directors will be composed of JFC employees.
3. Let Jollibee Foods Corporation acquire the whole company.
Pros: Edgar Sia will take home 5Billion pesos for the whole Mang Inasal
Acquisition.
Cons: the whole board of directors will be composed of JFC Employees.
Edgar Sia will not be participating in any business processes of Mang Inasal.
VIII. CONCLUSION AND RECOMMENDATION
Jollibee sees Mang Inasal as a threat in the industry, as Mang Inasal successfully
captures the food culture and the taste of Filipinos. With the achievement that Unli Rice
got and the steady growing amount of stores nationwide, Mang Inasal/Edgar Sia does
should not agree with the acquisition deal that JFC offers. I recommend that Edgar “Injap”
Sia to ignore the buying of his successful company.
Reference:
https://www.bworldonline.com/content.php?section=Corporate&title=jollibee-buys-out-siafrom-mang-inasal-chain&id=126425
https://www.philstar.com/business/2020/09/17/2042922/jollibee-opens-new-overseasbranches#:~:text=At%20present%2C%20the%20Jollibee%20Group,%2C%20Qatar%2C%20Oman%2C
%20Kuwait%2C
https://www.manginasal.com/about-us/