Micro market analysis of St. Marc Cafe and Cinnabon in Mega Fashion Hall in SM Megamall. Head to head observational comparison. Group assignment in Medical Entrepreneurship in MBAH course

1. Micro Market
Analysis
Group 3:
Emma, Mikee, Flo, Dom

2. Two Cafés
Mega Fashion Hall
SM Megamall

3. SM Megamall
> is one of the largest shopping
malls in the Philippines located at
the Ortigas business center of Metro
Manila
> fronting the main highway of the
Metropolis, the mall is along EDSA,
and at the back of the mall is a
business district that gives
Megamall high foot traffic

4. SM Mega Fashion Hall
> the Mega Fashion Hall is the
newest addition to SM Megamall
> the two (2) café being observed
are the only stores that serve
similar products that are coffee
and bread in the upper ground
floor
St. Marc Café
Cinnabon

5. St. Marc Café
St. Marc Café is a specialty
Japanese dessert café best
known for its signature
chocolate croissant and
international choice of coffee
and teas

7. Cinnabon
Cinnabon is a chain of
baked goods stores it
specialized large cinnamon
rolls
Cinnabon chain and kiosk
marks first in the Philippine
market compared to St. Marc
Café

9. Micro Market Analysis
This analysis is only observational
The group has tried both cafés
The observation was done in July 1, 2016 in the afternoon
that commenced at 2:00 to 5:00pm (simultaneous)
The observation focuses on the physical structure of the
store, its customers, and the product line/offers and staffing

10. Micro Market Analysis
Areas of
Comparison
St. Marc Café Cinnabon
Floor Area/
Store Area
2x bigger than Cinnabon
40 – 60 tables
Occupy 2 stalls
Small store in the area
15 tables
Occupy 1 stall
Product Line Offers bread, desserts and drinks Offers bread and drinks
Number of Products
Offered
75 24
Price Range
For Bread: Php 55 –Php 180
For Drinks: Php 100-Php 180
Desserts: Php 150-Php 230
For Bread: Php 80-Php140
For Drinks: Php 75 – Php 145

11. Micro Market Analysis
Areas of
Comparison
St. Marc Café Cinnabon
Age Range of
Customers
20 - 50 years old 25 - 60 years old
Type of Customers
(Class)
Business/Working crowd
Barkada/Friends who loved coffee and
bread
Class B to C
Filipino and Foreigners (Korean) bread,
desserts and drinks
Shoppers
More older clients (senior citizen)
Dinners looking for desserts
Filipino bread and drinks
Number of Costumers (during
the time of observation)
31 dine-in clients 15 dine-in clients
Store Ambiance
Stylish casual, small tables with
couches
Simple bright walling and lights

12. Micro Market Analysis
Areas of
Comparison
St. Marc Café Cinnabon
Store Amenities
With Wi-Fi connection
Common restroom
With 6 electric outlet fro costumer
used - 50 years old
No Wi-Fi connection
No restroom
With 2 electric outlet for costumer
used - 60 years old
Number of Staff during
observation
8 5
Customer Service All staff greet incoming costumers Greeting only start when you order

13. Micro Market Analysis:
Conclusion
After three (3) hours of observation, the data showed that St.
Marc café cater more of yuppies or more younger costumers that
are complement with their store ambience.
While the Cinnabon cater more of older client as to compare with
St. Marc Café ranging from 20– 50 years old. Also, St. Marc Café
has foreigner costumers during the visit.

14. Micro Market Analysis:
Conclusion
During the observation the St. Marc Café has more clients
catered that are usually as “dine-in costumers” who avail the free
Internet connections.
The clients of Cinnabon availed more of the “take-out” of their
breads.
Most of the “dine-in clients” are studying, have business
meetings and some groups are having good times and enjoying
desserts.

15. Micro Market Analysis:
Conclusion
When it comes to pricing, the Cinnabon offers cheaper
bread and drinks compared to St. Marc Café at a range of
Php 25 to Php 40 pesos.
St. Marc Café offer more wider choices of bread from
flavored croissant to sandwiches while Cinnabon only
served different flavor of cinnamon.
When it comes to drinks both served coffee and its
variants in hot and cold types.

16. Thank you.