Micro Market Analysis

Micro marketing is a strategy used to target a small segment of consumers with specific needs for products in the market. In micro marketing, all advertising efforts are strongly focused on a small group of highly targeted consumers.

MICRO MARKET ANALYSIS

          This is group observation work when students see first hand the three factors of MICRO MARKET analysis at work:

1. CUSTOMER

2. LOCATION, and

3. COMPETITION.

Instructions:

1.   Go to a mall and observe:

a..      One fast food vs. another (Wendys vs. Jollibee vs. McDo.). Other variants…

1.)      Chinese restaurant

2.)      Steakhouse restaurant

3.)      Coffee shop

4.)      Pizza

5.)      Turo-turo vs. another point-point

6.)        Fine dining

2.      Describe / observe the following:

a.       CUSTOMERS

              - people – age, sex, occupation

              - behavior – what do they order? How long do they stay?

              - occasion – what’s the occasion of visit to the enterprise?

              - social class

              - and other relevant observable behavior

b.       LOCATION

              - describe location vs. traffic flow, pedestrians, prevalent  activity   and area – commercial,                           industrial, surrounding areaetc?

             - how does location affect customer profile?

c.       ESTABLISHMENT

          - menu – Product / Price

          - level of service – Caring? Attentive? Lousy?

          - speed of service – (delivery) Slow? Fast?

          - facilities

          - capacity

          - design layout

Scope and Limitation

• Limited to two _________, one for each store

• Different locations and schedule of visit

• Observation was done within 1 hour of staying inside the store

• No interaction with customers

• Interaction with staff was limited to purchasing their product

Methodology

• Observation Method

• Researcher Participant – Physical surrounding – Staff – Customer – Discrete observation

Findings

N.B.

            An internet research does not qualify for this assignment and gets 0. This paper is result of pure unadulterated observation.

Reference:

 http://profjorgeentrep-jorge.blogspot.com/p/teaching-resources.html#.Vmm5rdJ974b