MICRO MARKET ANALYSIS
PSG Group Assignment
BANDONG, MARIA CONCHITINA
COLOMA, LEILANI
DE GUZMAN, MELQUECEDES JR
DIMAANO, MA. ELSIE
January 26, 2013
Submitted to Prof Jorge Saguinsin
Observe one fast food vs another (in our case, pizza)
Describe and observe the following:
POINT OF COMPARISON
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PIZZA HUT
Robinson's Mall Ermita
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SHAKEY'S PIZZA
Que Ave Branch
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CUSTOMER
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People
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Mostly office workers; some students
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In groups: office mates, friends, families
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Age
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Students (around 18 y/o) to 40s; a few senior citizens
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From Kids to adults
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Sex
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60% females: 40 % males
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Equal no of males & females
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Occupation
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Students, office workers, senior citizens
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Middle income
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Behavior (what do they order? How long do they stay?)
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Pasta, pizza; stays for a max of 30 mins
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Pizza, chicken, Mojos, combo meals; customers stay until food is consumed
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Occasion (What's the occasion of the visit to the pizza est)
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Break time; snacks
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Dining after work
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Other relevant observable behavior
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Most customers are satisfied with the buy 1 take 1 pizza promo
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Satisfied customers
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LOCATION
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Describe location vs traffic flow
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Ground floor, mall area; mall itself is very near schools, offices; easy access to PUV
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Along main road, accessible to commute
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Pedestrians
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Ground floor, mall area: almost at the center of the mall; easy access; walking distance to offices and schools
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Accessible to pedestrians
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Prevalent activity
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Mall activities, shopping, walking; mall itself is very near schools, offices
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Business offices
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And Area, commercial, industrial, etc?
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Commercial
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Commercial
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How does location affect customer profile?
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A lot of contact with a lot of people (easy access, walking distance from schools/offices) will result to a higher chance of people having meals in their establishment
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Accessible location open for more customers
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ESTABLISHMENT
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Menu (product, price)
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Varied but usually pizza, pasta are ordered; affordable; cheap with the buy 1 take 1 pizza
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Varied: appetizers, main course, dessert, coffee; available choices of healthy food like salad; price is affordable
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Level of Service (caring? Attentive? Lousy?)
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Friendly crew; Attentive
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Friendly crew, attentive to needs of customers
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Speed of Service (delivery) slow? Fast?
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fast service (10 minutes tops usually per order)
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Fast service: met the mentioned time of food delivery
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Facilities
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Spacious, enough tables and chairs
Although not PWD - friendly
One CR for all customers
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Wide space, tables spacious, comfortable chairs; with fun zone, an area for children to play
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Ma. Elsie M. Dimaano, MD
Radiation Oncologist
Radiation Oncologist
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