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 Point of View

Upon comprehending the marketing journey of Yellow Cab, as a marketing

consultant, it was inevitable on my end to notice few errors. The mistakes committed
by the company might be micro as of the moment, but it might lead to macro
damages future-wise. Yellow Cab, as transpired in the journal, has currently more
than 130 stores in the Philippines. As the company become immense in the field of
business, it can be concluded that it has reputation and brand power. The defect with
this is, Yellow Cab did not utilize this capacity in promoting their business in depth.
The first sentence conveys that the consumers often mistook Yellow Cab as an
international brand. Having said that, the brand itself did not boost their pride as
locally established business. Wherein fact, they have the potential and capacity to do
so. And settled for the misconceptions of the majority as they maintain this New
Yorker feel. In addition to the few errors that the journal displayed is the concerted
effort of the employers and employees. Exerting effort is not something to be
frowned upon but solely effort is. Establishing a business needs foundation and one
of the foundations that the people under the business should possess is passion.
Effort in the absence of passion would steer to frustration that could stifle the
company’s growth. If this mindset is applied to the workers, everything will have to
settle in the bare minimum. Working just for the value of money and nothing else will
have them question their skills and job. The never-ending feeling of unsatisfaction
even though a lot of progress have been made is a struggle that any worker has to
endure if they disregard passion as passion contributes as a factor to be determined
or eager. Another mistake is mere creating products that embody innovation and
value for money. To be customer oriented is to note their demands and be able to
meet them. Improving their products will manifest displeasure to the customers in the
long run as they have to deal with the same products. With that being said, the
company shall acknowledge and accommodate the customer’s demands products
and service wise to enhance customer engagement and customer loyalty. Moreover,
the company shall also aim for acquiring new customers.

Background of the Case

Yellow Cab Pizza Co. is a local fast-food chain that was founded by Albert Tan, Eric
Puno, and Henry Lee way back in 2001. But this specific business is now under by

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 the Max’s Group, and it has more than 130 stores nationwide. It is usually mistaken
as an international brand as its stores capture the New Yorker vibe and its menu
consists of New York-style cuisines. The company’s vision is customer engagement,
and its pursuit is customer loyalty. Towards this, the company as a whole produce
concerted effort to attain the business goal. Yellow Cab makes products that embody
innovation and value for money as well as their employees are taught to be customer
oriented.

Statement of the Problem

Yellow Cab executes insufficiencies in promotion, being passionate, and

acknowledging customers’ demand.

Objectives

By accomplishing this case analysis to its extent, the marketing consultant must be
able to:

1. Determine a marketing strategy to ameliorate promotions nationwide.

2. Impose principles of marketing within the company.
3. Provide a strategic plan for Yellow Cab Pizza Co. by utilizing SWOT analysis.
4. Lay out three alternative courses of action to find solution for the problems.
5. Recommend the chosen alternative course of action to solve the company’s
complications.

Areas of Consideration

STRENGTHS WEAKNESSES
 Numerous stores nationwide  Lack of company promotion
which increases visibility to which can be detrimental to
accessible people. sustain its visibility towards
 Brand power that the company consumers.
has earned throughout its years  Rarely produces a new product
in the field of business. in the menu which can get loyal
 Customer-oriented workers that customers to be displeased with
ensures light and friendly its consistent menu.
approach to their customers.  Prioritize the value for money for
 Wide range of foods for the their products instead of

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 consumers to try. customer’s liking.
 Innovative workplace that helps  Several stores nationwide
workers to serve in fast-paced. occupy minimal space which can
 High quality pizza that breaks accommodate limited customers.
stereotype of locally made
products to be of low quality.
OPPORTUNITIES THREATS
 Value customers’ demands or  Rising numbers of competitors.
liking when coming up for a new  Workers might be drained in
product. solely exerting effort without the
 Stores that are planned to be presence of passion.
establish can occupy much larger  Possibility of losing customers
space to accommodate more due to repetitive menu.
customers.
 Produce in-demand products to
acquire new customers.
 Promote in depth to enhance
majority’s knowledge that Yellow
Cab is a local business.
 Hiring workers that are
passionate to serve people or
have the willingness to be patient
in this field.

Three Alternative Courses of Action

1. Promoting the business through promotional videos/posts by hiring endorsers

with big following to increase visibility of local identity of the business and
applying the principles of marketing in the promotion. Conducting team
building activities for the workers and provide pragmatic incentives. Asking
customer’s feedback after every transaction and their suggestions to improve
the service, food choices, and general well-being of the company.
 Advantage: Promoting the company with the help of big names can
broaden the exposure of the company and there are big chances that
Yellow Cab can acquire new customers through those promotions.

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 Conducting team building activities can enhance workers relationship
towards each other for the company to sustain their workers and ignite
their passion for their jobs. Acknowledging customer’s feedback can
increase customer’s engagement and loyalty as it can be visible that
the company is considering and valuing their opinions too.
 Disadvantage: Hiring endorsers with huge fanbase can cost a lot for
the company as customer acquisition is really an expensive investment
however it will be worthwhile too. To conduct a team building activity, it
would cost the company and its workers time, and we need to consider
time restrictions. Asking customers their feedback might be unpleasant
for some since there are people who don’t really prefer to have long
talks and might be introverted.
2. Practice being active on social media to promote the business in its various
social media platforms by posting the products or even reposts customers’
pictures/blog. Implement a “Worker of the Month” to boost workers’
determination by praising their hard works. Observing the trend or in-demand
products in which correlates the company’s forte and apply it to the menu.
 Advantage: Since the company itself is the one who will promote the
business, there will be little costs considered for this kind of promotion.
Implementing respect and acknowledging worker’s effort will drive them
to be more hardworking. There’s possibility in gaining customer’s and
sustaining customers when producing marketable menu.
 Disadvantage: The hiring of social media manager in order for the
social media accounts to be manage in a more organized manner
which can be a risk for a company but lesser cost than hiring
endorsers. Some workers might possess enviousness towards other
workers if they get to feel they are less appreciated because of the
“Worker of the Month” board. Some trends might not equate the
company’s style and other competitors might offer it better so it would
be hard to approach customers with the trendy menu.
3. Advertising through Youtube advertisement as Youtube is patronized by
myriad of people. There is enough duration for the advertisements for the
company to showcase its products efficiently. Hire people that suits the

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 company’s approach and are committed to this field. Giving discounts to
regular customers.
 Advantage: There will be countless of viewers for the Youtube
advertisement which indicates that it will rise the exposure of the
business. People that are committed and passionate make good
employees/employers that will put the business into a good impact in
the long run. Providing discounts can increase customer’s engagement
and loyalty as it will become more affordable to dine at Yellow Cab
rather than trying other restaurants.
 Disadvantage: The price for a Youtube Advertisement will require a lot
of investment as it is expensive. If the company hires more people, it
will result to firing some people to balance the workplace. Discounts
will be a loss for the company if ever as it is giving more rather than
making more profit.

Recommendation

As a marketing consultant, I would recommend the first alternative course of action

as it’s more practical and there’s a lot of possibility that it would resolve the problems
within the company. Promoting the business with the help of big names with quality
reputation can enhance the company’s visibility locally. There are a lot of big names
with huge fanbases that coax their fans into patronizing the products/company they
endorse due to their promoting skills. Even so that these days “budol” has been a
trend and it could really bring satisfactory impact to the business. Conducting team
building can help the worker’s relationships to flourish which can sustain a friendly
workplace where everyone has a collective responsibility and are eager to pursue
their goal. Furthermore, practical incentives such as bonus, day offs, and the likes
will boost the workers’ enthusiasm. Lastly, hearing the customer’s feedback can
make you observe the business’ insufficiencies, if there is, or even accommodate
their suggestions and apply it to the business as the company’s goal is to retain its
customers. To achieve such goal requires maximal collaborative effort and passion.

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