micro market analysis of two cafes
TRANSCRIPT
Micro Market Analysis
Group 3:Emma, Mikee, Flo, Dom
Two CafésMega Fashion Hall
SM Megamall
SM Megamall
> is one of the largest shopping malls in the Philippines located at the Ortigas business center of Metro Manila
> fronting the main highway of the Metropolis, the mall is along EDSA, and at the back of the mall is a business district that gives Megamall high foot traffic
SM Mega Fashion Hall
> the Mega Fashion Hall is the newest addition to SM Megamall
> the two (2) café being observed are the only stores that serve similar products that are coffee and bread in the upper ground floor
St. Marc Café Cinnabon
St. Marc Café
St. Marc Café is a specialty Japanese dessert café best known for its signature chocolate croissant and international choice of coffee and teas
Cinnabon
Cinnabon is a chain of baked goods stores it specialized large cinnamon rolls
Cinnabon chain and kiosk marks first in the Philippine market compared to St. Marc Café
Micro Market Analysis
This analysis is only observational
The group has tried both cafés
The observation was done in July 1, 2016 in the afternoon that commenced at 2:00 to 5:00pm (simultaneous)
The observation focuses on the physical structure of the store, its customers, and the product line/offers and staffing
Micro Market Analysis
Areas of Comparison St. Marc Café Cinnabon
Floor Area/Store Area
2x bigger than Cinnabon 40 – 60 tables
Occupy 2 stalls
Small store in the area15 tables
Occupy 1 stall
Product Line Offers bread, desserts and drinks Offers bread and drinks
Number of Products Offered 75 24
Price Range For Bread: Php 55 –Php 180For Drinks: Php 100-Php 180
Desserts: Php 150-Php 230
For Bread: Php 80-Php140For Drinks: Php 75 – Php 145
Micro Market Analysis
Areas of Comparison St. Marc Café Cinnabon
Age Range of Customers 20 - 50 years old 25 - 60 years old
Type of Customers (Class)
Business/Working crowdBarkada/Friends who loved coffee and breadClass B to CFilipino and Foreigners (Korean) bread,
desserts and drinks
ShoppersMore older clients (senior citizen)Dinners looking for desserts
Filipino bread and drinks
Number of Costumers (during the time of
observation)31 dine-in clients 15 dine-in clients
Store Ambiance Stylish casual, small tables with couches Simple bright walling and lights
Micro Market Analysis
Areas of Comparison St. Marc Café Cinnabon
Store AmenitiesWith Wi-Fi connectionCommon restroomWith 6 electric outlet fro costumer used - 50 years old
No Wi-Fi connectionNo restroomWith 2 electric outlet for costumer used - 60 years old
Number of Staff during observation 8 5
Customer Service All staff greet incoming costumers Greeting only start when you order
Micro Market Analysis:Conclusion
After three (3) hours of observation, the data showed that St. Marc café cater more of yuppies or more younger costumers that are complement with their store ambience.
While the Cinnabon cater more of older client as to compare with St. Marc Café ranging from 20– 50 years old. Also, St. Marc Café has foreigner costumers during the visit.
Micro Market Analysis:Conclusion
During the observation the St. Marc Café has more clients catered that are usually as “dine-in costumers” who avail the free Internet connections.
The clients of Cinnabon availed more of the “take-out” of their breads.
Most of the “dine-in clients” are studying, have business meetings and some groups are having good times and enjoying desserts.
Micro Market Analysis:Conclusion
When it comes to pricing, the Cinnabon offers cheaper bread and drinks compared to St. Marc Café at a range of Php 25 to Php 40 pesos.
St. Marc Café offer more wider choices of bread from flavored croissant to sandwiches while Cinnabon only served different flavor of cinnamon.
When it comes to drinks both served coffee and its variants in hot and cold types.
Thank you.