SUBMITTED BY LABLAG GROUP:
CECIL IA ANN CHING
ANJANETTE DE LEON
ANNA NOREEN ANTOINETTE TAMAYO
ABEL VILLAMAYOR
MICRO MARKET ANALYSIS
THE THREE FACTORS OF MICRO MARKET ANALYSIS
1. CUSTOMER
2. LOCATION
3. COMPETITION
MICRO MARKETING
Definition of 'Micromarketing'A marketing strategy in which advertising efforts are focused on a small group of highly-targeted consumers. Micromarketing requires a company to narrowly define a particular audience by a particular characteristic, such as ZIP code or job title, and tailor campaigns for that particular segment. It can be a more expensive technique due to customization and lack of an economy of scale.
Read more: http://www.investopedia.com/terms/m/micromarketing.asp#ixzz2JaABoTTR
Micromarketing grew to prominence in the 1990s, as personal computers allowed easier segmentation and dissemination of information to customers. E-commerce websites are able to track the type of products that a consumer views or purchases, which allows the website to suggest related products
Read more: http://www.investopedia.com/terms/m/micromarketing.asp#ixzz2JaAj6cCN
1. O B S E RVAT I O N O F T H E E S TA B L I S H M E N T, E N V I R O N M E N T, C L I E N T S A N D S TA F F.
2. 2 . I N T E RV I E W O F T H E O W N E R O F T H E E S TA B L I S H M E N T
METHODOLOGY
Scope & Limitation
The establishments chosen were “turo turo” (home cooked fast food) Aling Virgie’s and Aling Lina’s.
They are stand alone establishments in Manila and Laguna.
The Observation was done at Aling Virgie’s at 2-3 pm.
Date: January 22, 2013
Limitation: Observation of the environment, staff and customers.
VIRGIE# 6 2 0 S A N A N D R E S
M A L AT E M A N I L A
A COMPARISON BETWEEN 2 “TURO-TURO” ENTREPRENEURSHIP
LINAUPHS COMPOUND
STO. NINO BINAN LAGUNA
LINAVIRGIE
VIRGIE LINA
CUSTOMERS
Male and female of all walks of life like; 1. Office workers2. Health workers3. Teachers4. Pedi cab drivers5. Messenger6. Students7. Neighbors
Male and female of all walks of life like; 1. Students2. Employees3. Doctors4. Nurses5. Teachers
Virgie’s “turo-turo” is at #620 San Andres Malate Manila, a commercial-residential area with nearby offices, Brgy. Health Units, schools, pedicab terminal and is accessible to public utility vehicles. It is literally on the street.
Lina’s “turo-turo” is located inside the University of Perpetual Help System compound in Sto. Nino Binan Laguna. It is accessible by private transportation and by foot, walking from the hospital, school, and offices within the UPHS compound with a population of about 4,000.
LOCATION & MARKET
VIRGIE LINA
Virgie almost does not have competitors where her makeshift eatery is located, except during “merienda” time where people can go to other nearby sari-sari stores for biscuits and a few bakeries for choices of freshly baked breads.
Her eatery is open for breakfast, merienda, lunch and dinner.
Her dishes are mainly Filipino and her specialty is barbeque. She takes pride in her secret BBQ sauce recipe and vows to keeping it a family secret.
Aling Lina has several
competitors mainly because the
establishment is provided by
UPHS to concessionaires willing to serve, the University students, employees, clients,
Hospital staff and those who are
staying in the Dormitories. They
also cater Filipino dishes,
however only for breakfast,
merienda and lunch.
Her specialties are Bicol express
and pork steak .
COMPETITION
VIRGIE LINA
SIMILARITIES
Service thru cooking & selling “turo-turo”
style
Affordable
YES YES
YES YES
P40/meal P40/meal
6,000/day 4,000/day
8-10,000/day 7-9,000/day
10am - midnight 7am – 5pm
LINAVIRGIE
Minimal overhead
Time of operation
Profitability
Fast Service
SIMILARITIES
Behavior
Product
Service
Menu
Warm & Friendly Warm & Friendly
Breakfast, lunch, merienda and dinner
meals
Breakfast, lunch & merienda
Mixed: self-service with server if needed
Mixed: Self-service with server if needed
Breakfast, Lunch & Dinner:
1 Viand + 1 cup ricerice
Breakfast & Lunch:1 Viand + 1 cup Rice
Merienda: 1 snack Merienda : 1 snack
LINAVIRGIE
F r o m t h i s s u r v e y o u r g r o u p c o n c l u d e s t h a t t h e “ t u r o - t u r o ” e n t r e p r e n e u r s h i p i s p r o f i t a b l e e n o u g h t o s u s t a i n t h e d a i l y c o s t s n e e d e d a n d h a v e s o m e m o r e l e f t f o r t h e e n t r e p r e n e u r s a n d t h e i r f a m i l i e s n e e d s , b e i t l e f t - o v e r f o o d a n d o f c o u r s e m o n e y f o r s a v i n g s . S e l f d i s c i p l i n e , p e r s e v e r a n c e , a n d b e i n g i n d u s t r i o u s a r e s o m e o f t h e t r a i t s t h a t t h e s e t w o b u s i n e s s m i n d e d p e r s o n p o s s e s s . H o w e v e r, i f o n e w o u l d l o o k i n t o t h e c l e a n l i n e s s a n d s a n i t a t i o n o f t h e e s t a b l i s h m e n t , A l i n g L i n a w o u l d d e f i n i t e l y b e t h e c h o i c e w h e r e t o e a t . O n t h e o t h e r h a n d , A l i n g V i r g i e h a v e m o r e c u s t o m e r s , t h a t i s r e g u l a r a s w e l l a s n e w o n e s b e c a u s e o f h e r l o c a t i o n w h i c h i s a l o n g a b u s y s t r e e t . W h i l e A l i n g L i n a i s p a y i n g m o n t h l y r e n t f o r t h e p l a c e , A l i n g V i r g i e d o e s n o t h a v e a n y r e n t t o p a y o b v i o u s l y b e c a u s e t h e e a t e r y i s i n f r o n t o f h e r h o u s e .
ANALYSIS