II.

Market Analysis

A. Market Type: (explain if it is existing market, resegmented market, new market, clone market; study
video lecture on Video: There are 4 types of Startups)

Advocafe’s market type is an existing market. Its customers known and the competitors are also known
and there are numerous of them.

B. Segmentation: (define the term segmentation here; Study Video: Segmentation and Targeting;
student must write the several market segments)

Segmentation is the activity of dividing consumers or a broad market into sub-groups based on shared
characteristics. There are four kinds of market segmentation:

1. Demographic – based on individual attributes such as race, gender, occupation, education, etc.
2. Geographic – based on geographical boundaries or location and climate
3. Psychographic – based on psychological aspects of consumer behavior attitude, personality
traits, interests, etc.
4. Behavioral – based on decision-making patterns such as purchase consumption, lifestyle, usage,
etc.

C. Target Marketing: (define the term targeting here; Study Video: Segmentation and Targeting;
Student must write a general description of the target market)
Targeting involves breaking a market into segments and afterwards focusing the marketing efforts one
or few segments consisting of customers whose needs or desires match the products or services being
offered by the company.

Advocafe’s target market are students, teachers, and other employees or businessmen and women who
within the area of manila, specifically, Mendiola.

Then the detailed explanation must be explained here according to basis

 C1. Geographic: (write the description here, table format; Study Video: Segmentation and
Targeting)

GEOGRAPHIC
Target Market Explanation

Schools within Mendiola Street The proximity of Advocafe will be accessible and
convenient to the students and teachers.

Individuals from Malacanang The proximity of Advocafe will be accessible and

convenient to the employees and schools from
Malacanang.

C2. Demographics: (write the description here, table format; Study Video: Segmentation and
Targeting)

DEMOGRAPHIC
Target Market Explanation

Students Students, especially college students, love to

drink coffee and the prices of Advocafe’s
products are just right for their budget or daily
allowance.

Employees Employees need their caffeine fix daily and will

be more enticed to purchase affordable coffee.

Professionals Professionals need their daily caffeine fix and will

be more enticed to purchase affordable coffee.

Middle income earners Prices of Advocafe’s products are affordable

which are suitable for their daily budget.

C3. Psychographics: (write the description here, table format; Study Video: Segmentation and
Targeting)
PSYCHOGRAPHICS
Target Market Explanation

Individuals who like to study Students love to study inside cafes due to the
ambience and noise-free environment.

Individuals who work Employees may conduct business meetings inside

cafes and also continue working there.
 Individuals who like to hang out or socialize Individuals, especially millennials, go to cafes to
catch up or meet up with friends, colleagues, and
relatives.

C4. Behavioral: (write the description here, table format; Study Video: Segmentation and
Targeting)

BEHAVIORAL
Target Market Explanation

Individuals who need coffee People who need coffee in their system to
function properly would purchase coffee every
single day.

Frugal buyers/consumers Such pragmatic or frugal buyers would likely buy

coffee and other products at Advocafe because
of the affordable prices.

C5. Benefits: (write the description here, table format; Study Video: Segmentation and
Targeting)

BENEFITS
Target Market Explanation

Individuals looking for a place to work Advocafe is a great place to work or even conduct
business meetings because it has a relaxing
ambience and it is also a quiet place wherein one
can get really productive.

Individuals looking for a study hub Advocafe is a great place to study and writing
papers because it has a relaxing ambience and it
is also a quiet place wherein one can get really
productive.