OAC 104
INTERNET RESEARCH FOR BUSINESS
Chapter 5: Market Research and Competitive Analysis
COMPETITIVE POSITIONING MAP OF COFFEE SHOPS LOCATED
IN QUIRINO PROVINCE
Submitted to:
MS. MARIEL MAY S. KIDKID
Subject Instructor
Submitted by:
JOY N. PUGONG
BSOA 3C
Competitive Positioning Map for Coffee Shops in Quirino Province
Major Competitors
Here are ten major coffee shops in Quirino Province that offer a variety of coffee
options, including hot and cold coffee, milk tea, and fruit tea:
1. Zam's Espresso 6.Hanny Patter cafe
2. Yolo 7. Allmytea
3. Power Rock Café 8. Basteakoy
4. The North Brew 9. Tea Empire
5. Dess Tea 10.Mig’s
Key Variables for Comparison
For this analysis, the competitors compare based on the following two key
variables:
Price of Products: This reflects the affordability of the coffee and other beverages
offered.
Quality of Products: This assesses the taste, freshness, and overall quality of the
beverages.
Positioning Map: To visualize the competitive landscape, we will create a
positioning map using:
X-axis: Price (low to high)
Y-axis: Quality (low to high)
Hypothetical Positioning
Based on hypothetical survey results from friends and relatives, the positioning
might look like this:
1. Zam's Espresso: High Quality, High Price
2. Yolo: Medium Quality, Low Price
3. Power Rock Cafe: High Quality, Medium Price
4. The North Brew: High Quality, High Price
5. Dess Tea: Medium Quality, Medium Price
6. Hany Patter Cafe: High Quality, Medium Price
7. Allmytea: High Quality, Medium Price
8. Basteakoy: High Quality, Medium Price
9. Tea Empire: Medium Quality, High Price
10. Mig's: Medium Quality, Medium Price
Positioning Summary
High Quality, High Price: Medium Quality, Medium Price:
Zam's Espresso Dess Tea
The North Brew Mig’s
High Quality, Medium Price: Medium Quality, Low Price:
Power Rock Café Yolo
Hany Patter Cafe
Allmytea
Basteakoy
Analysis of Results
Observations
Premium Segment: Zam's Espresso and The North Brew cater to high-end
consumers seeking premium quality at a higher price point. These shops likely
emphasize specialty coffees and exceptional customer service.
Mid-Range Competitors: Power Rock Cafe, Hany Patter Cafe, Allmytea, and
Basteakoy offer a balance of quality and affordability, appealing to customers
looking for good value without sacrificing quality.
Budget-Friendly Options: Yolo and Mig’s provide lower-priced options but may not
meet the quality expectations of all consumers, indicating a market gap.
Market Gaps
There is an observable opportunity in the low-price, high-quality quadrant, which is
currently unaddressed. This presents a potential niche for a new coffee shop to offer
quality beverages at an attractive price.
Strategic Recommendations
To capitalize on the identified market gaps:
New Entrants: A new coffee shop could focus on providing high-quality beverages at
lower prices to attract customers who are currently dissatisfied with existing low-
quality options.
Existing Competitors: Coffee shops like Dess Tea, Yolo, and Mig’s could enhance
their product quality while maintaining competitive prices. Strategies might include:
- Sourcing higher-quality ingredients
- Investing in staff training for better beverage preparation
- Creating a more inviting and comfortable atmosphere
Conclusion
The competitive positioning map for coffee shops in Quirino Province reveals key
insights into the market. By analyzing competitor positions and identifying market
gaps, businesses can modify their offerings to better satisfy consumer preferences.
There is ample opportunity for innovation, especially in the low-price, high-quality
segment, which could be a profitable area for both new and existing businesses to
explore for growth.
Positioning Map
High Quality, High Price
- Zam’s Expresso
- The North Brew
Medium Quality, High Quality,
Low Price Medium Price
-Yolo
-Mig’s
- Power Rock Café
- Hany Patter Café
- Allymytea
- Basteakoy
-
Medium Quality, Medium Price
- Dess Tea
