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Micro Market Analysis of Two cafes

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Mikee Junsay

Micro market analysis of St. Marc Cafe and Cinnabon in Mega Fashion Hall in SM Megamall. Head to head observational comparison. Group assignment in Medical Entrepreneurship in MBAH course

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Micro Market Analysis Group 3: Emma, Mikee, Flo, Dom
Two Caf辿s Mega 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) caf辿 being observed are the only stores that serve similar products that are coffee and bread in the upper ground floor St. Marc Caf辿 Cinnabon
St. Marc Caf辿 St. Marc Caf辿 is a specialty Japanese dessert caf辿 best known for its signature chocolate croissant and international choice of coffee and teas
Micro Market Analysis of Two cafes
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 Caf辿
Micro Market Analysis of Two cafes
Micro Market Analysis This analysis is only observational The group has tried both caf辿s 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 Caf辿 Cinnabon Floor Area/ Store Area 2x bigger than Cinnabon 40 60 tables Occupy 2 stalls Small store in the area 15 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 180 For Drinks: Php 100-Php 180 Desserts: Php 150-Php 230 For Bread: Php 80-Php140 For Drinks: Php 75 Php 145
Micro Market Analysis Areas of Comparison St. Marc Caf辿 Cinnabon Age Range of Customers 20 - 50 years old 25 - 60 years old Type of Customers (Class) Business/Working crowd Barkada/Friends who loved coffee and bread Class B to C Filipino and Foreigners (Korean) bread, desserts and drinks Shoppers More 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 Caf辿 Cinnabon Store Amenities With Wi-Fi connection Common restroom With 6 electric outlet fro costumer used - 50 years old No Wi-Fi connection No restroom With 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 caf辿 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 Caf辿 ranging from 20 50 years old. Also, St. Marc Caf辿 has foreigner costumers during the visit.
Micro Market Analysis: Conclusion During the observation the St. Marc Caf辿 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 Caf辿 at a range of Php 25 to Php 40 pesos. St. Marc Caf辿 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.

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Micro Market Analysis of Two cafes

  • 2. Two Caf辿s Mega Fashion Hall SM Megamall
  • 3. 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
  • 4. SM Mega Fashion Hall > the Mega Fashion Hall is the newest addition to SM Megamall > the two (2) caf辿 being observed are the only stores that serve similar products that are coffee and bread in the upper ground floor St. Marc Caf辿 Cinnabon
  • 5. St. Marc Caf辿 St. Marc Caf辿 is a specialty Japanese dessert caf辿 best known for its signature chocolate croissant and international choice of coffee and teas
  • 7. 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 Caf辿
  • 9. Micro Market Analysis This analysis is only observational The group has tried both caf辿s 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
  • 10. Micro Market Analysis Areas of Comparison St. Marc Caf辿 Cinnabon Floor Area/ Store Area 2x bigger than Cinnabon 40 60 tables Occupy 2 stalls Small store in the area 15 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 180 For Drinks: Php 100-Php 180 Desserts: Php 150-Php 230 For Bread: Php 80-Php140 For Drinks: Php 75 Php 145
  • 11. Micro Market Analysis Areas of Comparison St. Marc Caf辿 Cinnabon Age Range of Customers 20 - 50 years old 25 - 60 years old Type of Customers (Class) Business/Working crowd Barkada/Friends who loved coffee and bread Class B to C Filipino and Foreigners (Korean) bread, desserts and drinks Shoppers More 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
  • 12. Micro Market Analysis Areas of Comparison St. Marc Caf辿 Cinnabon Store Amenities With Wi-Fi connection Common restroom With 6 electric outlet fro costumer used - 50 years old No Wi-Fi connection No restroom With 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
  • 13. Micro Market Analysis: Conclusion After three (3) hours of observation, the data showed that St. Marc caf辿 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 Caf辿 ranging from 20 50 years old. Also, St. Marc Caf辿 has foreigner costumers during the visit.
  • 14. Micro Market Analysis: Conclusion During the observation the St. Marc Caf辿 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.
  • 15. Micro Market Analysis: Conclusion When it comes to pricing, the Cinnabon offers cheaper bread and drinks compared to St. Marc Caf辿 at a range of Php 25 to Php 40 pesos. St. Marc Caf辿 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.