Micromarket Analysis Shi Lin vs. Causeway


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This is our group report for the Middle Managers in Entrepreneurship Course at the Ateneo Graduate School of Business.

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Micromarket Analysis Shi Lin vs. Causeway

  1. 1. Mark Abellon Rom Calivo Marian Madrilejo Dina Palad Archie Yao Shi Lin vs. Causeway A Micromarket Analysis MM Entrepreneurship Prof. Saguinsin 04 April 2011 Category: CHINESE
  2. 2. MM Entrepreneurship Prof. Saguinsin 04 April 2011
  3. 3. Location | Date | Time <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>The Podium (Ortigas Business Centre) </li></ul><ul><li>29 March 2011 (Tuesday) </li></ul><ul><li>5:00 pm to 7:30 pm </li></ul><ul><li>Banawe, Quezon City </li></ul><ul><li>31 March 2011 (Thursday) </li></ul><ul><li>9:00 pm to 10:30 pm </li></ul>
  4. 4. About the Restaurant <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Restaurant is located inside the Podium Mall. </li></ul><ul><li>Podium mall is centrally located at the Ortigas Business District. It may be smaller than its neighboring buildings at 6 floors but it provides a good place to shop and to dine. </li></ul><ul><li>Causeway Seafood is located within a commercial and residential area in Banawe, which is like a small China town. </li></ul><ul><li>The neighborhood is comprised mostly of Filipino-Chinese families. </li></ul><ul><li>The restaurant is situated near 4 Chinese schools. </li></ul>Description of location
  5. 5. About the Restaurant <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Attracts high income Filipino-Chinese business executives </li></ul><ul><li>Number of customers can literally be counted due to light traffic flow </li></ul><ul><li>A stand alone establishment in the busy street of Banawe and Del Monte, Q.C. </li></ul><ul><li>Attracts different kinds of people from different walks of life </li></ul><ul><li>Very accessible to public transport </li></ul>Location vs. traffic flow (pedestrians)
  6. 6. About the Restaurant <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>It operates inside a mall which provides a good place for dining, shopping, and entertainment </li></ul><ul><li>Banawe is known for car parts, repair and maintenance </li></ul><ul><li>It is a busy street during daytime with high foot and vehicle traffic </li></ul><ul><li>The place is surrounded by other restaurants, banks, groceries, gym and salon </li></ul><ul><li>It is in a strategic location and can cater to different people from different walks of life—businessmen, drivers, car owners, employees and students—during daytime </li></ul><ul><li>Can attract mostly families and barkadas during night time. </li></ul>Prevalent activity and area
  7. 7. About the Restaurant <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Dimsum </li></ul><ul><li>Noodles </li></ul><ul><li>Price is 30%-40% higher than a typical Chinese dimsum and noodle house. </li></ul><ul><li>Seafood </li></ul><ul><li>Major Chinese dishes (Pan To/ Lauriat) </li></ul><ul><li>Dimsum </li></ul><ul><li>Congee </li></ul><ul><li>Noodles </li></ul><ul><li>Price value for money during daytime. Dimsum is 20-30% cheaper starting 9:00 pm. </li></ul>Menu/ Products/Pricing
  8. 8. About the Restaurant <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>The staff are well-trained </li></ul><ul><li>They provide good service—caring, attentive, and fast </li></ul><ul><li>The facilities are clean and orderly </li></ul><ul><li>The ambiance is cozy </li></ul><ul><li>The staff are trained to act fast, from cleaning the tables to serving t he food </li></ul><ul><li>The facilities are a bit messy and unorganized </li></ul><ul><li>The place is noisy </li></ul>Level of Service
  9. 9. Customer Profile <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Filipino-Chinese </li></ul><ul><li>Ages 40 to 55 </li></ul><ul><li>Mostly male </li></ul><ul><li>Business executives </li></ul><ul><li>Filipino-Chinese families and “barkadas” </li></ul><ul><li>Ages 10 to 70 </li></ul><ul><li>Male and female </li></ul><ul><li>Businessmen, housewives, students </li></ul>
  10. 10. Customer Behavior <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Dimsum and noodles </li></ul><ul><li>45 mins. to 1 hour </li></ul><ul><li>Dinner and business meeting </li></ul><ul><li>Dimsum and congee </li></ul><ul><li>1 hr. to 1.5 hrs. </li></ul><ul><li>Late night snacks </li></ul><ul><li>What they ordered </li></ul><ul><li>How long they stayed </li></ul><ul><li>Occasion/reason for visit </li></ul>
  11. 11. Location & Customer Profile Relationship <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Location plays a major role. Since Shi Lin is located in a business district or corporate area, most customers that visit are business executives during weekdays. </li></ul><ul><li>There is also a good market for Filipino-Chinese families in the sorrounding subdivisions (Valle Verde, Greenmeadows, and Corinthian) for weekend operations. </li></ul><ul><li>Causeway Seafood Restaurant is located in a commercial and residential area. </li></ul><ul><li>Most of its clients are families and business owners in the area. </li></ul>How does location affect customer profile?
  12. 12. Other Relevant Observations <ul><li>Shi Lin </li></ul><ul><li>Causeway Seafood </li></ul><ul><li>Patterned after a famous restaurant in Taiwan and HK—Din Tai Fung. </li></ul><ul><li>Open-kitchen type </li></ul><ul><li>Clean </li></ul><ul><li>Servers are neat and presentable </li></ul><ul><li>Restaurant can accommodate up to 200 persons </li></ul><ul><li>Employs the “Divisoria approach”—”Little profit with large volume” </li></ul><ul><li>The 9pm-12mn P45 dimsum promo is very effective </li></ul><ul><li>The place is not very clean and is a bit messy due to high traffic of patrons </li></ul>
  13. 13. CONCLUSION
  14. 14. This paper is a result of pure unadulterated observations. <ul><li>END. </li></ul><ul><li>THANK YOU! </li></ul>