Micro Market Analysis for

• Alvin Bilolo
• Crissy Cruz
• Joseph Cunanan
• JP Eugenio
• Kev Toledo
 History

Mc Café was launched in Australia in 1993. It was a standalone

location and it is number one in the Australian coffee and beverage
industry.

Bacolod branch opened in September 2005. It was the first McCafe in

the Philippines. It is also the only McCafe outside Makati city. It serves
international coffee delights and cakes.
 History

December 4, 1997, the Philippines had its first taste of the Starbucks
Experience with its very first branch at the 6750 Ayala Building in
Makati City. Starbucks has since won the hearts of the Filipinos.

The opening of the 6750 Ayala store marked an important milestone in

Starbucks’ history – the Philippines became the third market to open
outside North America.

The tradition of warm hospitality, constant need for connection, and

love for coffee – these are the qualities that make Starbucks Coffee
and the Filipino people a great culture fit.
 PEOPLE

• Age
• Behavior
• Location
 Age
Sub
DETAILS MC CAFÉ STARBUCKS
Category

13-20 yrs old (15%) 13-20 yrs old (25%)

13-40
Age years old 21-40 yrs old (35% 21-40 yrs old (60%)
up
41 yrs old up (50%) 41 yrs old up (15%)
 Behavior
Sub
DETAILS MC CAFÉ STARBUCKS
Category
pastries, cakes, hot & cold
beverages; Drinks are bought as pastries, cakes, hot & cold
What do they order?
an add-on to their chosen value beverages
meal

1 hr - 2hrs. People reading books

30 mins- 2hrs. Some people chat,
read books, do their homework,
How long do they stay?
play games thru tablets, conduct
Behavior small group meetings
/ people reading books / studying
is very evident, some are into
group discussions - more of family
/ friend bonding catch up
sessions; meeting place for some
business deals

Every 5 or more or less every

Every 20-30 minutes, there are minute there are new customers
new customers who come in, who come in to order "for here"
Occassion order food for take out or for dine drinks and for "to go" drinks;
in; Main orders are food from the customers tend to order "to go"
Mcdonald's menu drinks if there's no available
vacant tables and chairs
 Location
MAIN Sub
DETAILS MC CAFÉ STARBUCKS
CATEGORY Category
A. Starbucks inside a Mall: The Starbucks
Stores subjected in this analysis are the ones
located in Trinoma Mall in Quezon City. There
are a total of 4 Starbucks stores in this mall

• Text
which are all jampacked during the afternoon
up to the mall's closing time. With its location,
A. Mc Cafe inside a mall: Since Mc Café is most of the customers are mall goers which
inside the mall, most of their customers are compose of different people coming from
mall shoppers who would like to grab some different classes and demographics. Most of
coffee after lunch, or just want to relax and the mall goers are students but because of their
let time pass by and chit chat with friends products' prices, they tend or opt to go to the
over a cup of coffee. The store is cheaper options. Most of the "YUPPIES"
strategically located becasue beside it is Mc (Young Urban Professionals) are the main
Donalds, one side of it leads to Landmark, customers of these coffee chains inside this
while the other side leads to SM Makati, and mall. This is their usual hang out place to have
People Location it is facing the activity area of Glorietta 3. A small talks or catch up sessions with their old
lot of people passes from all corners. and new friends. Some makes small business
B. Mc Cafe along a busy street: This Mc deals or some just want to sip their favorite
Cafe store is located along the 32nd and 5th coffee beverage. People coming from ages 40
avenue beside S&R, St. Lukes Global City years old and up are usually businessmen or
and the HSBC Building. During weekdays, parents of the young ones.
the store is frequented by working B. Starbucks along a busy street: The
professionals while on weekends, old and Starbucks being subjected to this micro market
young joggers visit the store to eat analysis is the one along Taft ave., in front of
breakfast. De La Salle University. With its location, it
clearly says that its target customers are the
students of the schools nearby (DSLU, CSB,
SSC). True enough, as you enter it, most
customers that can be noticed are students,
either studying or having a discussion/talk with
someone or with a group.
 ESTABLISHMENT

• Menu & Prices

• Level of Service
• Personalization
• Speed of Service
 Menu & Prices
Sub
DETAILS MC CAFÉ STARBUCKS
Category
• TextAvailable Sizes of Limited to Small and Has a regular, tall,
Drinks Medium grande, and venti size
P135-155 Regular P165-
Blended Drinks P120-P130
185 Premium
Smoothie (fruits based) P120-P130 P135-155
Menu & Hot Drinks (coffee &
P45-P78 P95-145
Prices tea)
Iced Drinks P75-P110 P135-175
Espresso Coffee P75-P100 P110-165
Cakes P95 per slice P110-140 per slice
P65-160 cookies and
Pastries P58-P75
sandwiches
 Level of Service
Sub
DETAILS MC CAFÉ STARBUCKS
• Text
Category

Level of Rated at 9 out of 10 perhaps because

Attentiveness Rated at 6 out of 10
Service they get to know the customers better
 Personalization

•
Sub
TextDETAILS
Category
MC CAFÉ STARBUCKS

Personaliz Customization Orders are already fixed based Client may choose to customize his
ation of orders on what is offered in the Menu drink in whichever way he wants
 Speed of Service
Sub
DETAILS MC CAFÉ STARBUCKS
• Text
Category

Time at the counter usually takes 2-5

Speed of Food is normally served within 5 minutes and drinks are served within
Speed
Service minutes the next 5-10 minutes depending on
the volume of orders in line
 FACILITIES

• Comfort
o Seats
o Store Size
• Electric Outlets
• Leisure
o Reading Materials
o Connectivity
 Comfort
Sub
DETAILS MC CAFÉ STARBUCKS
Category

• Text Coffee shops usually have

comfortable tables and
chairs for different customers
Seats are not as comfortable
needs. There are somewhat
as it should be. Seats are
Seats formal table and chairs,
almost similar to that of a
cushioned sofas and
Comfort fast food chain
couches and woven chairs
set up in the garden for more
of organic/natural ambience.

The store is considerably The store has a seating

Store Size small. It has a seating capacity of about 60
capacity of 40 to 50. persons.
 Electric Outlets
Sub
• Text
Category
DETAILS MC CAFÉ STARBUCKS

Availability
Electric Electric Outlets are available
of Electric None
Outlets free of use for customers
Outlets
 Leisure
Sub
DETAILS MC CAFÉ STARBUCKS
Category
• Text There are available reading
materials such as magazines
and newspapers which are
very common set up in coffee
shops. However as
No reading materials
Reading Materials mentioned earlier, these
whatsoever
places are usually their hang
Leisure out spots so they tend to just
bring their own reading
materials and stories to
share with their friends.

No WI-FI connection, With wi-fi connection, but

Connectivity
unlike in most coffee shops access to it is P100/hr