A Feasibility Study Submitted to the Faculty of the
College of Tourism and Hospitality Management
A Partial Fulfillment of the Requirements for the Subject
Research 1 (Feasibility Study)
Corona, Jamaica D.
Coronel, Lester Ace M.
Flores, Jegerose S.
Figues, Mailyn E.
Chapter 2 Market Study
Our company is unique when it comes to drinks. Nowadays, people want some fun on the food they eat. So there is the reason to do Coffee Circus. The name Coffee Circus; the word Coffee + Circus is it is combined with another flavor to make it more exciting. * Hot/Iced Coffee
* Café Americano
* Brewed Coffee
* Chocolate Cake
* Mocha Cake
* Carrot Cake
* Black Forest Cake
* French Fry
* Fried Dumpling
* Chicken nugget
* Watermelon shake
* Four Season shake
* Cookies and Cream Shake
* Ripe mango shake
* Green Mango shake
* Ube shake
* Chocolate Shake
Coffee Circus is the shop that provide product of coffee and pastries which is the product for consumer and benefits for health and body. So, Coffee Circus was providing about segment by use criterion as follow. 1.Demographic:
-Several of Career there are student.
-Area around University of Batangas.
-Area around offices.
-Dormitory of university student.
-Readiness of money to purchase.
-Both of steady customers and irregular customer.
-Both of already have experience and don’t have experience to drink coffee or was consumer of coffee shop. -Loyalty to the product.
-Intention to purchase.
- Lifestyle of people who concern about healthy and consumption. - Personality was healthy and looks good.
Our company concern about activities of shop to respond about requirements, quality, cost-effective and economizes of consumer and make consumer classify by concern to serving their specific needs and demand of customer in each group. So the target that we should to follow is demographic segmentation because comfortable and easy to enhance our product as follows: * Main Target Marketing: student both of high school and college.Also the people working on offices and teachers. * Secondary Target Marketing: people all of proper for gender and ages who live in area around Coffee Circus. * Future Target Marketing: people who interesting in franchise business with Coffee Circus.
There are competitors of Coffee Circus:
Product: Snacks, pastries, coffee, tea and beverages
Price: Snacks 40-150 pesos, Pastries 50-150 pesos, Coffee 85-165 pesos Place: At SM City Batangas
Customer Capacity: 30-40 people
Facility: chairs, tables, magazines, tv
This is the strong competitor of Coffee Circus because they provide product inside the mall. Starbucks Coffee also has weakness about services because they have not enough employees when many customers coming. So this is the opportunity to Coffee Circus because our employees are trained and enough to serve services to customers. Strength of Starbucks is they are known as the largest coffee house company in the world but if compare with prices and services that customers get from Coffee Circus it can make customer more satisfaction than Starbucks Coffee.
Product: Snacks, pastries, coffee and beverages
Place: front of Basilica of the Immaculate Conception Church Customer Capacity: 10-15 people
Facility: chairs, tables
This shop provides beverages, foods, pastries and coffee with quite expensive price around plaza Mabini and front Basilica of the Immaculate Conception Church. Kapeng Barako coffee shop has slow serving products and services because they have only 2 or 3 employees in the shop. The size of the shop is small area and haven’t enough car park for the...
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