Industry Description, Target Customer, Competitor Analysis

A. Industry Description

B. Target Customer

• Demographic Variables

The target market of CHOFEE are the students enrolled in Carmen

National High School under Junior High School Department, Senior
High School Department whose ages are ranging from 12 to 20 years
old and other potential costumer like Teachers who have the same
interest in coffee and chocolate products. A costumer who loves to
explore in café industry and wants to try new innovative products.

- SEX:
Male, Female and LGBTQIA+
- DAILY ALLOWANCE:
20 to 50 pesos for Junior High School Department students and 20
to 100 pesos for Senior High School Department students

• Psychological Variable (Values, Attitudes & Fears)

Values - Our target customer are the individuals who are into coffee
and chocolates.

Attitudes - Our target customer are those who love to drink coffee and
chocolates, those who are a coffee lover and those who value the
product with reasonable price.

Fears - Some of the fears of the CHOFEE’s are the process on how
the products are made such as in the beginning until the final steps of
the process, the expected expiration of the product, the product’s ideal
taste like the level of its blended sweetness or does it meet the desired
taste of the costumers. Also, does the product we are offering is
affordable without compromising quality? And does it contain
ingredients that might affect their health?

C. Competitor’s Analysis

- Who are your competitors? (Competitor refer to those business

organization selling exactly the same product that you are selling or
 selling anything that competes with you in the budget of your target
market. It could also be brand competitors, product competitors,
generic competitors, or total budget competitors.)

There are two competitors we have, the brand competitors and the
product competitors. Brand competitors are those who market products
with similar features and benefits to the same customers. Another is the
product competitors which compete in the same product class, but with
products that are different in features benefits and price.

- What products or services do they sell?

They serve pastries such cakes, cookies, muffins, and croissants in

addition to coffee. Additionally, they offer a variety of other foods such as
toasties, macarons, salads, sandwiches, yoghurt, oatmeal, drinks like tea,
smoothies, fresh juice and many more.