Prof Jorge - ATENEO entrep: group 3

Sunday, March 16, 2014

Micromarket Analysis: Gustav Coffee vs Coffee Academy by Group 3

Good afternoon Sir!

Forwarding our MS Word copy of our micro market analysis for the following establishments

The Coffee Academy and Gustav Cafe

Submitted by:

Group 3

Angel Orseno

Roman Cruz

Ana Sophia Miranda

Marlon Pizarro

Thank you po!

MICRO MARKET ANALYSIS

The Coffee Academy

Business Background:

The Coffee Academy is a household name in Pampanga when it comes to serving coffee blends and delectable dishes. What distinguishes Coffee Academy from other shops is that it uses Kapeng Barako(local coffee bean that is now near extinction) as the main bean for Coffee Academy’s house blend. The coffee house only uses local quality beans from Sagada Mountains, Cavite and Batangas plus all syrups and sauces are made from 100% sugar cane with no artificial flavouring. Customers

>People- Young generation, age 16-24 years old, mostly students

>Behavior- lively and energetic

Usually orders coffee, short order meals ( fries, tacos etc )

Night cap customers usually order beers/ alcoholic drinks

>Occasion- hanging out/ chilling out with friends

Use as venue for mini meetings/ group meetings etc

>Location

Ø the location lies in the center of central business district/ Balibago entertainment area.

Ø More accessible to different offices, schools and entertainment areas

Ø Usual hang out avenue at night- all classes

Ø Location establishes the profile of its customers- generally young adults, students that needs a place to hang out with a complete mix of everything they need or enjoy to do

Ex. Food, coffee alcoholicdrinks, cigarettes ( outside seating )

Establishment

>Menu- they offer coffee, cakes, short order meals, pizza and alcoholic drinks

- more variants offered on short order meals, coffee and even alcoholic drinks

>Price – generally affordable and competitive vs. established coffee shop in the area

>Service- Mediocre service, not so jolly

>Speed- fast serving of short order meals,

>Facilities- comfortable, available function area to accommodate big groups, cozy atmosphere

- faster WIFI connection

- small tables are provided to accommodate more customers

- pop music that suits today’s generation

MICRO MARKET ANALYSIS

Gustav Cafe

Business Background:

Gustav Cafe is a French-themed restaurant in Angeles and San Fernando City which offers Italian, French and other international cuisines. A wide selection of beverages is also serve such as frappe, coffee and alcoholic drinks.

The restaurant was named after the engineer of Eiffel Tower (French: La Tour Eiffel) who is Gustave Eiffel, the iconic tower of Paris which is located in Camp de Mars and built in 1889. This tower serves as the symbol or icon of Paris France.

PLEASE VISIT THE LINK FOR HIGH RESO PICTURES

http://www.willexplorephilippines.com/gustav-cafe-angeles-city/

Customers

>People- Young adults, mostly working/ Economic class A, B

>Behavior- Prime and proper in their actions

Looking for a place where there is less noise

>Occasion- hanging out/ chilling out with friends

Use as venue for mini meetings/ group meetings etc

Meet up with clients or business partners

>Location

Ø Situated at the left side of the road. Located at the end side of the famous Balibago entertainment district

Ø Located at the ground floor level of a newly open hotel.