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.