Thesis (Master in Management) -- University of the Philippines Mindanao, July 2022

Maui Teriyaki Mamo's Fried Chicken Co., (Maui) is a micro food enterprise offering a variety of flavorful food specializing in fried and teriyaki chicken. This entity is a family restobar, resembling both a restaurant and a bar, located at the heart of the city ? Taboan, Matina Town Square, Davao City. The business serves a variety of food and liquor in its menu. As a business entity surrounded with many competitors coupled with the restrictions of the COVID-19 pandemic, Mai is facing challenges that affect the efficiency and sustainability of its restobar business. The creation of this paper aims to determine the optical strategic options for Maui to help it achieve its corporate objectives. The penetration of this strategic plan was guided by Kotler's Strategic Plan Model (2003) and Hanes? ABCDE Model (2020). Strategic planning focuses on integrating organization and human resources management, marketing, finance, operations, and information systems to achieve organizational objectives. It is a process in which organizations assess themselves and their environment, devise plans, implement these plans, and monitor the strategies formulated. the entity had a below average ability to respond to external factors. the organization had yet to respond to market opportunities such as the accessibility of social media, millennials? food culture/food consumption, and adaptation of technologies available to small businesses. Maui also responded poorly to the threats posed by its competitors. Maui had an average internal position in maximizing is strengths and minimizing its weaknesses. Despite its increasing number of customers prior to the COVID-19 pandemic, the business still lacked promotional activities to increase its revenue. also, its manual recording of daily expenses, inventory, and sales posed a weakness in its daily operational efficiency. To identify the strategic alternatives for Maui, the Internal-External (IE), and the Strengths, Weaknesses, Opportunities and Threats (SWOT) were used. the optimal strategy was selected using the Quantitative Strategic Planning Matrix (QSPM). This strategic plan recommends operational efficiency improvement as Maui's first phase strategy. To further improve the business, market penetration is recommended as a second phase strategy. The implementation of phased strategies will significantly increase sales performance and brand image of the business. Within 202302025, it is expected that Maui will achieve the proposed goals ? increase its market reach, increase its profitability, migrate processes into paperless platforms, and conduct employee training quarterly, allowing Maui to gain a competitive advantage. Successful implementation of these strategies is expected to bring in a net income of PhP 2.28 million by the end of 2025 driven by a substantial increase in revenue.