Micro Market Analysis

Coffee Shop

By Hannah AbelleraMarta FretheimJane Labarette

Elena Perez

Designing, creating, and manufacturing products, marketing

strategies, and advertising campaigns for the benefit of very specific geographic, demographic, or psychographic segments of the consumer market. Micromarketing is a relatively new marketing trend created by the diversity of the consumer population and the difficulty in creating a single product that appeals to all the diverse groups in the population. Also, improved technological research abilities (such as supermarket scanners) have enabled marketers to pinpoint which specific market segments are buying what products, and retailers have come to prefer localized marketing promotions directed toward the characteristics of the population in the neighborhoods of their retail outlets.

Read more: http://www.answers.com/topic/micromarketing-1#ixzz26hkwHf8X

Micro-Marketing

Coffee Shops of choice were The Coffee Bean and

Tea Leaf and Starbucks Coffee Located in Rockwell Powere Plant Mall Time: 4:00 to 5:30 pm Date: September 15, 2012

Limitation: Observation of personnel and customers

Scope and Limitation

Purely observation of customers and

personnel of the coffee shops No interviews done

Methodology

Founded by Herbert B. Hyman in 1963 One of the largest privately-owned and family-

run coffee and tea companies in the world Has 22 varieties of coffee Has 20 kinds of tea 45 stores in the Philippines

The Coffee Bean and Tea Leaf

Established in 1971

Roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market

Present – 17,000 locations in over 50 countries

Mission: To inspire and nurture the human spirit – one person, once cup and one neighborhood at a time.

Starbucks Coffee

Customer

Observational Study Chart

CUSTOMER The Coffee Bean and Tea Leaf

Starbucks Coffee

AGE Kids-13%Teens-8%Adults-80%

Kids-5%Teens-5%Adults-90%

SEX Male-48%Female-52%

Male-45%Female-55%

OCCUPATION Students, employees, and businessmen

Students, employees, and businessmen

Customer

The Coffee Bean and Tea Leaf

Starbucks Coffee

BEHAVIOR -meeting place for those who would hang out in the cinema, young, old and foreigners

-Meeting place-With laptop for studying or for work-Reading-Chatting with friends-Meeting with clients-Alone and texting-Taking out of drinks, probably to be brought into the cinema

-Perceived as a standard hang out or a meeting place- Filipinos are considered brand conscious.

-Meeting place-With laptop for studying or for work-Reading-Chatting with friends-Meeting with clients-Drop off area, then buy a drink (take out)

Location

LOCATION The Coffee Bean and Tea Leaf

Starbucks Coffee

DESCRIPTION 4th floor of Rockwell Power Plant Mall, along the side of the cinema-LS Pascual Optical is on it's rightside while Accoustic Dimension is on it's left.-The Oliver's Super Sandwiches was on the other corner space of the opposite CBTL

2nd floor of Rockwell Power Plant Mall, alongside is Cibo-located at the entrance of the mall-tables outside for smokers

TRAFFIC FLOW -an area to drop by for food and drinks to bring in the cinema

-a drop off area for mall goers

PREVALENT ACTIVITY AND AREA

-Family date-Couple date-Chatting with friends-Meeting-Taking out of orders-studying

-Family date-Couple date-Chatting with friends-Meeting-Taking out of orders-smokingStudying

ESTABLISHMENT

The Coffee Bean and Tea Leaf

Starbucks Coffee

MENU -iced blended coffee -iced tea-hot coffee-hot tea-cakes-pastries-pasta-salad-frozen swirl

-Ice blended coffee-Frappe-hot coffee-hot tea-cakes-pastries

PRODUCT -coffee -tea-pastries-pasta-tumblers

-coffee-tea-pastries-bread-cake-Candies-mugs

LEVEL OF SERVICE

-accommodating-attentive-immediately clears the table

-warm and accommodating-Attentive

ESTABLISHMENT The Coffee Bean and Tea Leaf

Starbucks Coffee

SPEED OF SERVICE -average-uses a device that will alarm and light up to signal when the drink is ready-3 to 5 minutes of waiting

-fast-Normally has 2 payment counters- 2-3 minutes waiting time

FACILITIES -couches area mounted on the wall-tables inside and outside the shop-clean, air-conditioned-Wi-Fi (upon purchase Swirl Card)-cake refrigerator-glass cabinet for pastries-no smoking area

- couches are situated in the area-tables inside and outside the shop-clean, air-conditioned-Wi-Fi (should be paid/hour)-cake refrigerator-glass cabinet for pastries-Smoking area (outside)

Coffee Bean and Tea Leaf

Coffee + slice of cake 105 + 115 = P220 per customer Average traffic per hour = 43 customersEstimate of earnings per hour = Php 9,460Php 8,800 * 12 hours = Php 113,520

Sales Estimate

Starbucks

Coffee + slice of cake Php90 + Php120 = Php210 per customer Average traffic per hour = 56 customersEstimate of earnings per hour = Php 10,500Php 10,500 * 12 hours = Php 126,000