Micro Market Analysis Group 3

Sir,

Submitting to you our Micro Market  Analysis (St. Marc Cafe VS Cinnabon)

Thanks

Mikee

Medical Entrepreneur

MBAH

AGE Group

Emma, Flo, Mikee and Dom

Micro Market Analysis

The group is interested in looking at the market between two café's at the Mega Fashion Hall of SM Megamall.  "St. Marc Café and Cinnabon"- both stores are situated adjacent to the hall that connects EDSA main gate to its Department store.

             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.

            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 is a specialty Japanese dessert café best known for its signature chocolate croissant and international choice of coffee and teas. While the Cinnabon is a chain of baked goods stores it specializes large cinnamon rolls. Cinnabon chain and kiosk marks first in the Philippine market compare to St. Marc Café.

            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. The observation focuses on the physical structure of the store, its customers, and the product line/offers and staffing.

Herein the comparisons:

Areas of Comparison	St. Marc Cafe	Cinnabon
Floor Area/Store Size	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
Age Range of Costumers	20-50 years old	25-60 years old
Type of Costumers (Class)	Business/Working crowd Barkada/Friends who loved coffee and bread Class B to C Filipino and Foreigners (Korean)	Shoppers More older clients (senior citizen) Dinners looking for desserts Filipino
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
Store Amenities	With Wi-Fi connection Common restroom With 6 electric outlet fro costumer used	No Wi-Fi connection No restroom With 2 electric outlet for costumer used
Number of staff during the observation	8 staff	5 staff
Customer Service	All staff greet incoming costumers	Greeting only start when you order

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.

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.

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.

Photos:

ST.MARC CAFÉ

 

 

CINNABON: