micromarket analysis shi lin vs. causeway
DESCRIPTION
This is our group report for the Middle Managers in Entrepreneurship Course at the Ateneo Graduate School of Business.TRANSCRIPT
Mark AbellonRom Calivo
Marian MadrilejoDina PaladArchie Yao
Shi Lin vs. CausewayA Micromarket Analysis
MM EntrepreneurshipProf. Saguinsin
04 April 2011
Category: CHINESE
MM EntrepreneurshipProf. Saguinsin
04 April 2011
Location | Date | Time
Shi Lin Causeway Seafood
The Podium (Ortigas Business Centre)
29 March 2011 (Tuesday)
5:00 pm to 7:30 pm
Banawe, Quezon City
31 March 2011 (Thursday)
9:00 pm to 10:30 pm
About the Restaurant
Shi Lin Causeway SeafoodRestaurant is located
inside the Podium Mall. 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.
Causeway Seafood is located within a commercial and residential area in Banawe, which is like a small China town.
The neighborhood is comprised mostly of Filipino-Chinese families.
The restaurant is situated near 4 Chinese schools.
Description of location
About the Restaurant
Shi Lin Causeway SeafoodAttracts high income
Filipino-Chinese business executives
Number of customers can literally be counted due to light traffic flow
A stand alone establishment in the busy street of Banawe and Del Monte, Q.C.
Attracts different kinds of people from different walks of life
Very accessible to public transport
Location vs. traffic flow (pedestrians)
About the Restaurant
Shi Lin Causeway Seafood It operates inside a mall
which provides a good place for dining, shopping, and entertainment
Banawe is known for car parts, repair and maintenance
It is a busy street during daytime with high foot and vehicle traffic
The place is surrounded by other restaurants, banks, groceries, gym and salon
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
Can attract mostly families and barkadas during night time.
Prevalent activity and area
About the Restaurant
Shi Lin Causeway Seafood Dimsum Noodles
Price is 30%-40% higher than a typical Chinese dimsum and noodle
house.
Seafood Major Chinese dishes (Pan
To/ Lauriat) Dimsum Congee Noodles
Price value for money during daytime. Dimsum is 20-30% cheaper starting 9:00 pm.
Menu/ Products/Pricing
About the Restaurant
Shi Lin Causeway Seafood The staff are well-trained They provide good
service—caring, attentive, and fast
The facilities are clean and orderly
The ambiance is cozy
The staff are trained to act fast, from cleaning the tables to serving t he food
The facilities are a bit messy and unorganized
The place is noisy
Level of Service
Customer Profile
Shi Lin Causeway Seafood
Filipino-ChineseAges 40 to 55Mostly maleBusiness
executives
Filipino-Chinese families and “barkadas”
Ages 10 to 70Male and femaleBusinessmen,
housewives, students
Customer Behavior
Shi Lin Causeway Seafood
Dimsum and noodles
45 mins. to 1 hourDinner and
business meeting
Dimsum and congee
1 hr. to 1.5 hrs.Late night snacks
•What they ordered•How long they stayed•Occasion/reason for
visit
Location & Customer Profile Relationship
Shi Lin Causeway SeafoodLocation 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.
There is also a good market for Filipino-Chinese families in the sorrounding subdivisions (Valle Verde, Greenmeadows, and Corinthian) for weekend operations.
Causeway Seafood Restaurant is located in a commercial and residential area.
Most of its clients are families and business owners in the area.
How does location affect customer profile?
Other Relevant Observations
Shi Lin Causeway SeafoodPatterned after a
famous restaurant in Taiwan and HK—Din Tai Fung.
Open-kitchen typeCleanServers are neat and
presentable
Restaurant can accommodate up to 200 persons
Employs the “Divisoria approach”—”Little profit with large volume”
The 9pm-12mn P45 dimsum promo is very effective
The place is not very clean and is a bit messy due to high traffic of patrons
CONCLUSION
This paper is a result of pure unadulterated observations.
END.THANK YOU!