Upload
rino-cabural-cariaga
View
221
Download
0
Embed Size (px)
Citation preview
8/3/2019 Market Analysis on Proposed
1/12
MARKET ANALYSIS ON PROPOSED:MARKET ANALYSIS ON PROPOSED:
DOLCELATTE OSTERIA E PASTICCERIADOLCELATTE OSTERIA E PASTICCERIA
(FAST CASUAL RESTAURANT AND(FAST CASUAL RESTAURANT AND
PASTY SHOP)PASTY SHOP)
.
8/3/2019 Market Analysis on Proposed
2/12
Industry Outlook
Foodservice Sector:
The Philippine foodservice market continues to expand in response to growing demand for convenience. Fast-food restaurants account for
the great majority of the market. Upscale restaurants and cafes (known locally as the 'casual dining' market) in Metro Manila present awide range of sales opportunities for U.S. foods and beverages. Restaurants located in five-star hotels and upscale malls are important
outlets along with popular western-style chains. All use imported ingredients, including meats, wine, seafood, dairy products, sauces, and
fresh produce. While restaurant managers will be price-sensitive when considering new ingredients, this is balanced with a need to
present new menu items to attract the notoriously fickle upscale Filipino consumer.
The Philippines has a young population, ages 1-29 comprise about 64% of the total population, which heavily favours dining in fast food
and casual/family restaurants. Purchases of food away from the home continue to grow steadily, in fact eating out accounts for about12% of the food budget, up from less than 9% in the mid-1990s. Higher consumer standards and concern for food safety are driving
Filipinos toward dining in restaurants and away from traditional food hawkers.
Popular chains led by Jollibee, McDonalds, ChowKing, KFC and Pizza Hut offer attractive menus and fiercely competitive prices, with fullmeals available for as little as $2.00. U.S. products found in these outlets include French fries, processed poultry products, sauces, and
cheese toppings. Foodservice sales are currently valued at approximately US$3 billion, increasing by an estimated 15%-20% per year in
the past decade.
American franchises, which normally require standard or U.S.-approved food ingredients, have encouraged increased imports of food
service products both in terms of volume and variety. Frozen French fries are the single most important product for this sector from the
United States, importing over US$20 million in 2009. There is a growing demand for frozen poultry products, sauces & condiments, andfresh & processed fruits/vegetables.
The number of full service restaurants is also growing. Nearly all the growth in recent years is in fashionable shopping/dining areas in
Metro Manila. With their focus on quality, these restaurants bring in significant amounts of a wide variety of importsspecifically meats,wine, and condiments. Full service restaurants are a good way to introduce high-quality ingredients to the Philippines. Competition in this
segment is keen and restaurant operators are interested in new and exciting menu ideas to attract customers.
http://www.foodexport.org/Reso
urces/CountryProfileDetail.
8/3/2019 Market Analysis on Proposed
3/12
Competitive Landscape
Filipino chicken full-service restaurant Maxs Incremained as the largest company in the categoryduring 2010. Generating revenue of Ps2.04 billion, the
company accounted for 2% share of total sales in full-service restaurants. Maxs chicken is iconic in full-servicerestaurants and could be referred to as one of middle-income Filipinos comfort food. Served with local sweetpotato fries, Maxs fried chicken often evokes childhood
memories. The strength of Maxs Inc in the Philippines ismainly due to this image and the sentiment thatcustomers associate with the brand.
http://www.euromonitor.com/full-service-restaurants-in-the-
philippines/report
8/3/2019 Market Analysis on Proposed
4/12
Industry Trends
Companies in full-service restaurants hope to leverage on a pool ofcustomers by opting to increase sales value through loyalty cards.During 2010, Pancake House, Inc which is a listed player in full-service restaurants launched its Orange Card which could be used inits brands Pancake House, Teriyaki Boy, Sizzlin Pepper Steak,
Dencios and Le Coeur de France. The goal of Orange Card is four-pronged: connect to customers in new ways; retain and turnpassionate customers into brand advocates; reward loyal ones; andreach out to other guests who have not tried the specialties of otherbrands. On the same note, Racks and Gerrys Grill also unveiledtheir loyalty cards while Shakeys upgraded its Pizzanatic Card. The
new Shakeys Pizzanatic Supercard gives customers usual benefitssuch as buy-one-take-one and free drinks as well as 10% discountfor credit card and cash purchases.
http://www.euromonitor.com/full-service-restaurants-in-the-
philippines/report
8/3/2019 Market Analysis on Proposed
5/12
Prospect
During the forecast period, full-service restaurants isexpected to capitalise on the predicted strongereconomic performance in the Philippines. Business
process outsourcing hubs and shopping centres beingbuilt in the fast developing cities in the country isprojected to provide a fertile ground for growth ofchained full-service restaurants over the forecastperiod. It is also expected that as the pool of higher
income consumers widens and interest in moreinnovative food concepts heighten, sales from thesechannels will continue to grow.
http://www.euromonitor.com/full-service-restaurants-in-the-
philippines/report
8/3/2019 Market Analysis on Proposed
6/12
Target Market
Dolcelatte Osteria e Pasticceria: will target the mid-
to high-income consumers who want to have a high
quality food, bakery products, and beverage at a
very reasonable prices. This group will see a largegrowth in their numbers over the next decade(NSO-
FIES 2009) If we can continue to meet and exceed
their expectations, we will expect sales growth over
time period. We just have to stay focused on their
changing needs to maintain their loyalty.
8/3/2019 Market Analysis on Proposed
7/12
Target Market Segment Overview
Demographics of Primary Target Market:
Social Class A, B, and upper C income Group
Age Group: 25 to 45 years old
Profession: Officials of the government, Corporate
Executive/Managers/Supervisors/Professionals/Clerks/
Services Workers & Shop & Market Sales workers.
Education: Mostly College Graduates and Masters
Degree
Activities: Eat-out/Meetings
8/3/2019 Market Analysis on Proposed
8/12
Statistics
8/3/2019 Market Analysis on Proposed
9/12
Statistics
8/3/2019 Market Analysis on Proposed
10/12
Statistical Data
8/3/2019 Market Analysis on Proposed
11/12
Competitive Landscape
Filipino chicken full-service restaurant Maxs Incremained as the largest company in the categoryduring 2010. Generating revenue of Ps2.04 billion, the
company accounted for 2% share of total sales in full-service restaurants. Maxs chicken is iconic in full-servicerestaurants and could be referred to as one of middle-income Filipinos comfort food. Served with local sweetpotato fries, Maxs fried chicken often evokes childhood
memories. The strength of Maxs Inc in the Philippines ismainly due to this image and the sentiment thatcustomers associate with the brand.
http://www.euromonitor.com/full-service-restaurants-in-the-
philippines/report
8/3/2019 Market Analysis on Proposed
12/12
Competitive Landscape
Price Point:
Very Low
(99-down)
Low
(100-299)
Mid
(300-499)
High (500-
699)
Very High
(700-up)
7-11 Jollibee Pizza
Hut/Shakeys
Cyma Spiral
Ministop KFC Bizu Italiannis Lemuria
Dunkin Donuts Greenwich Caff Dolce Burgoo Bistro Filipino
Mister Donut Starbucks Cafe Breton
Cafe Mary
Grace
Cibo
French Baker Bizu
Cafe France Delifrance