Micro market analysis v2
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Transcript of Micro market analysis v2
Micro MarketAnalysis
Yellow Cab Pizza Co. & Pizza HutAthens Cruz Jennifer LiqueteCamille dela Cruz Manuel Carlo Cristobal
• Modern pizza originated in Italy• The average pizzeria uses roughly 55 pizza
boxes per day• We consume around 251,770,000 pounds of
pepperonis every year• Pizzerias represent 17% of all restaurants• Largest pizza – 131 foot in diameter (Italy)
Scope and Limitation
• Limited to two pizzeria, one for each store
• Different locations and schedule of visit• Observation was done within 1 hour of
staying inside the store• No interaction with customers• Interaction with staff was limited to
purchasing their product
Methodology
• Observation Method• Researcher Participant– Physical surrounding– Staff– Customer– Discrete observation
Yellow Cab Pizza Co.
• Founded in 2001 by Eric Puno• Philippine grown• 70+ restaurants• Location: Philippines, US, Guam,
Malaysia and Qatar
Pizza Hut
• Founded 1984 in Kansas by Frank & Dan Carney
• As of 2012, 6000 Pizza Hut in US and more than 5139 store around the world
• 140 stores in the Philippines
Observations
January 29, 2013 (Tuesday)12:00 nn – 01:30 pmEastwood Citywalk 1, Libis, Quezon City
January 27, 2013 (Sunday)11:00 am – 12:00 nn65 Presidents Avenue, BF Homes, Parañaque City
Customers
Yellow Cab Pizza Pizza Hut
Age 25-35 y/o 10-45 y/o
Sex Male and female – majority of customers are male who came in groups of 2-3
Male and Female – majority of customers are group of families and children were significantly present in the restaurant
Occupation Young professionals Cannot be determined
Behavior - Jolly, chatting and laughing around- A bit noisy- Not in a hurry
- Conversations were rampant- Jolly, chatting and laughing
Occasion - Lunch break- On a date (couples)
- Family Sunday Lunch- Sunday dates (couples)
Social class Upper C to lower B Upper C to upper B
Location
Yellow Cab Pizza Pizza Hut
Traffic flow Situated beside the roadTraffic is high in the surrounding area but only a few people walks by the restaurant
There’s no traffic within Pizza Hut but there was traffic on the main road going to Pizza Hut – Aguirre Street and President’s Avenue.
Surrounding area
Office establishments, condominiums, mall
Several restaurants as well – Contis, Pancake House, Starbucks, Army Navy, etc.
Establishment
Yellow Cab Pizza Pizza HutCapacity Approximately 60 seats, half
outdoor for smokers and half indoor
Approximately 40-50 seats. No outdoors. No smoking inside
Design/layout 2 stories, with a rough finish (open vents, unpainted ceilings)- Yellow and black theme,- Not cozy (hard wooden chairs with small metal tables)- Food is served on paper plates and plastic utensils
- Color red is dominant in the interior. - Sleek wooden furniture.- Long benches on the side of the restaurant and chairs have cushions.- Tables have tablecloths.- Food is served on ceramic plates and utensils are silver spoons.
Facilities They have one restroom for both male and female, they have a separate area for washing
They have one restroom for both male and female.
Establishment
Yellow Cab Pizza Pizza HutMenu Majority of the menu is pizza,
several appetizers and chicken and pasta. Most dishes come in big servings.- Pizza price range: 250 – 770 (depending on size and flavor)- Chicken and pasta dishes: 250 and up- Appetizers and dessert: 100 – 200
- Its specialty is pizzas but it also offers other products like salads, soups, pastas, meals (meat) and desserts. - Pizza price range: 120 – 500 (depending on size and flavor)- Chicken and pasta dishes: 200 - 300- Appetizers and dessert: 50 – 150
Level of service Accommodating, no extra effort to market their other products, more of self service
Staff is very friendly and upbeat. Puts the customers’ needs first.
Speed of service Average for a pizza joint, food is cooked as ordered (15 mins)
Pizza took around 10-12 minutes only
Findings
• Similarities in pricing and food offering• Major difference in design and layout of
store• Different primary target markets• Difference in service strategy• Difference in customer social class even with
the similarity in pricing
Thank you!