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