Competition Analysis (3Cs) Analysis

Competitor Analysis Direct Competitor 1. Work @ home Café

Figure 3.4 Product

Product

- The highlight of this shop is toast bread such as Bruschetta and Tapenade with toast bread menus, and the other menus emphasized on mixing of fruits such as Mix fruit trifle and Ala Mod serve with ice cream.

- The test tend to be delicious because their bread is home made style and the other menu like yoghurt, wive cream, ice cream and cake tend to be not too sweet because all product in this shop provide directly to the foreigners.

- There are one case of Brownie is provided in package for buying it back home and also sources home made bread for other company who prefer to.

Service

Figure 3.5 Service

- This shop also support providing service too like Ticket reservation, Car rental, Internet café and Seminar Room for both the foreigner and Officers who are their main target group.

Price

Figure 3.6 menus with price

- Price tends to be expensive for one person with one piece because the target group in mainly foreigners.

- Their menus have clearly picture of products which can make customer are quickly decide what they want to eat.

- The menu of bread started highly from 125B. – 85.B, Yogurt mix with fruit and Bread mix with fruits are normally 75B. , and small piece of Cakes is 65B. Additional of beverage is also high price with the rate between 50B.-55B. , like fruit juice, fruit shack and Beer per glass.

Place

Figure 3.7 Location

545 Rattanakat Road, Meung, Chiang Rai

- This location is the heart of downtown where is the center of many companies around there such as SCB office, Court of justice, CR mall and close to the Night Bazaar where is lots of tourist and foreigners.

- Inside of this place is roomy and comfortable. There have good atmosphere in whole day which suitable working relaxes in there as same as their slogan Work @ Home Café.

Promotion

- This shop are providing free for Internet Wi-Fi.

- There have nothing about promotion with related to their products because they ensure that their core competitive advantage about the good test and good quality of products. They are still healing high price of product which make the customer perception that they have premium brand image.

2. Layla

Product

Figure 3.8 Product

This is menu recommend of this shop. It has the many menus such as Honey toast and larva it mix between bread, ice cream and whipping cream. The Layla shop will show the menu recommend at in front of the shop.

For the menu of Layla shop has many menus. In the menu don’t show the picture it shows just only the name of bakery and price of it and in the menu has the patch when

they modify the price of bakery. For the product of Layla shop has the product is about bread, bakery and fruit juice they have many menus.

For the service of layla, the employee in the Layla has about 2 people the most of employee is the kid. For the time to make the order is about 30 minute/order because the equipment for cooking is general it don’t’ high technology.. The dishes of the shop is the general, the glass of this shop that they use the plastic glass don’t have pattern. But some menus of bakery they have beautiful pattern.

Price

The price of Layla shop is low price comparable because it suitable with their

target which mainly the student in front of Samakee school.

Place

Layla shop is small shop and has parking less. The Layla shop is in opposite with Samakee school. Layla shop is emphasizing in the student. In the shop have more colorful have decorated in many style such as style natural, modern, Europe and cartoon the customer can take the photo and in front of the shop have counter for service customer. In the shop have 2 floor for the customer can sit, but when the customer go to sit in the floor 2 they will pass the cooking room[follower the picture show]. In the shop have narrow area and have less the table. For the advertising of Layla shop there is not promotes via internet and don’t have brochure. They use strategy in word to word.

Promotion

When the customer buys more than 100 baht the customer can get randomly coupons for some gift or discount that can be reduced when come to eat next time.

3. Le Petit Café Product

Figure 3.10 Product of Le Petit Café

The products and services of Le Petit Cafe are including drinks cake and ice-cream, cake. In addition their products is more comprehensive, take home products etc which is the high quality products.

Le Petit Café is an direct competitor in the market because they sell Bakery and products resemble Cherbe’t House and well-know in Chiang Rai

-The products of this Le Petit Café is acceptable for Chiang Rai customer - They always provided new products to satisfy the customers.

Price

Figure 3.11 Menu

Le Petit Café provides products at a reasonable price. The prices range from 45 Baht to 100 Baht for all products. Compared to other Bakery Café in Chiang Rai, Le Petit Café is priced at the similar price to target the teenage and adult market as well.

Place

Figure 3.12 Place

- The store is Big and good decorated.

- The store decorated in 2 style 1.Modern and comfortable 2.Relax with nature. - The store located in the City

- There have no promoted via internet.

Promotion

Le Petit Café’s promotional activities are including reduced prices for buying more ice cream.

4. U-HU shop

Figure 3.13 U-Hu shop

(Brighten your day add color to your life) Product

The U-HU shop is the dessert and bakery shop. This shop has the main menu is ice- cream. After that they try to improving and adapting the menu by add the menu more than before such as Shibuya honey toast, Milo toast, Waffle, Nama toast Monkey, Smoothie fruit, Coffee and beverage, menu for healthy (smoothies & yogurt )etc. These are about the bread for the customer needs. And this shop has the other product such as the accessories for the women and some alcohol.

Price

The menu price of U-HU shop

Menu: Shibuya honey toast Price:  89 -.

Milo toast  69 -.

Waffle  69-89 -.

Nama toast Monkey (bread + banana + ice-cream)  89 -.

Smoothie fruit (follow size)  29-39 -.

Coffee and beverage  29 -.

It’s price is stay middle rate if comparable with the other direct competitors.

Place

U-HU shop stay near the clock tower of Chiangrai. Parking of this shop is inconvenience. The space for walking in the shop is narrow. Not have the highlight in front of the shop for customer can know this shop stay on here. The shop is decorating style by using the bright color such as red, blue and yellow. In the shop have the other product (are not the bakery and dessert) it result to the space in the shop is narrow.

U-HU shop open 10.00 a.m. – 10.00 p.m. every day. The customer can call to U-HU shop on number 081-1349998 and 085-8268444.

Promotion

Indirect Competitor 1. Era 127

Product: Main product is Spinny Ice

Figure 3.15 Product

Era 127 shop sells Spinny ice that is the main product at hears. Spinny Ice is Ice fluffy snow and adds topping put on the cup. The topping are fruit, bread, and jelly act. Moreover, this shop has food, dessert, and alcohol adds in the menu. The customers are to joint with era 127 shop for eating dinner, eating Spinny ice, and drinking alcohol. The fruit of topping are frozen fruit, not fresh fruit. This shop has more menus but do not focus on bakery. So this shop is indirect competitor.

Price:

Figure 3.16 Menu

The prices of Spinny Ice product are set by size of cup and when add the topping. The small size 1 topping is 20 bath and large size 3 topping is 35 bath and when add 1 topping is just ad 5 bath pet 1 topping. The prices are not expensive.

Place:

Figure 3.17

The ear 127 shop is large but has parking less. The shop stays nearly the street. The opportunity of this shop is point to attract people driving through a lot of time over. In the shop is decorative older period that all things in shop bring in ancient times. There are many corners in the shop to take photographs. The customer can take the photo and in front of the shop have counter for service customer.

Promotion:

Figure 3.18 Promotion Brochure

Era 127 shop they have a lot of promotion for offer and serve to customers. The era 127 shop have special promotion such as when customers buy the second large size cup they will get 5 topping free the price just 35 bath. The era 127 shop they will change promotion every month.

2. Swensens

Product

Figure 3.19 Product of Swensens

The products and services of Swensen’s are including ice-cream, cake and drinks. In addition their products is more comprehensive, they also have festive products and take home products etc which is the products that are beyond other competitor.

- Swensen’s is an indirect competitor in the market because they sell Ice cream and dessert and well-known in Chiang Rai

-The products of this Swensen’s is agreeable from customer well known for Chiang rai and Thais people.

-The location is closed to Cherbe’t House, The customers can hesitate to choosing the Café - They always provided a comprehensive products and variety of products to the customers to make their customer feel satisfaction and enjoy.

Price

Figure 3.20 Menu

Swensen’s provides products at a reasonable price. The prices range from 35

Baht for one scoop of ice cream to over 250 Baht for large sundaes ice cream. Compared to other premium ice cream companies, Swensen’s is priced at the lower-end to target the teenage market as well.

Place

- The store is Big and good decorated.

- The store located in economic street and closed to Cherbe’t House, - There are promote via internet of own website and Facebook fan page.

Promotion

Figure 3.22 Brochure of promotion

Swensen’s has a variety of ways to promote and advertise it products and brand name effectively

-Advertising is done through TV commercials, website, magazines, flyers, and store banners -Promotional activities include reduced prices for festive ice cream

-Privilege Card where at 129 baht, a customer can receive discounts from any Minor Food Group food company for a year.

Customer Analysis

When doing business in Chiang Rai where have totally population of 1,194,933 people divided into male 588,850 and female 606,083 (Thaienergydata 2009).But when we analysis with our customer so, Cherbet House located at the heart of economic area in Chiang Rai so, the customer will be focused on the downtown of Chiang Rai which there will have the percentage to go around and see our shop frequently. Then, the population in downtown has 116,341 people and they was divided into male 56,399 and female 59,942 (Tourism, TourismChiangrai

2009)However, when we have done about our interview by choosing the sampling population in

this downtown 100 people, then our segmentation tend to category as Behavior Segmentation. It is divided customers like an attitude of 4 segmentations as Favorite, Like, So so and Dislike of our bakery.

Favorite means very like of our bakery by eating 8 times per month and they have power of purchasing per time about 80-100 Baht. Like means they often eating bakery 4 times per month and they have power of purchasing per time about 60 – 79Baht. So means they eat sometimes of bakery like 1 time per month and they have power of purchasing per time about 40-59Baht. And Dislike means they do not totally like some kinds of bakery. Someone does not like bread because they really concern on their healthy. So, our target segmentation would be the best outcome like a Favorite and like.

Then, what our target groups want is that our new style of product like a mixing of bread, ice cream and fruits. They perceive that it will be interesting, look like differentiate and yummy. Moreover, they not just want the core product but they want the comfortable, friendly, and classic corner atmosphere for relaxing and enjoyable with their friend or family in there.

Additionally, the customers will enjoy and satisfaction more if we let them involve with our shop. As a result, that why we will create one of menu for the customer can do it by themselves. This is the way we create more value and satisfaction for the customers.

Competitive Analysis

In Thailand, The bakery shops are popular that many entrepreneurs turn to open the shop and have more competing as well. Bakery business is low capitals investment but the business will survive or not that depends on the quality of products and services that are different from the competitions. As well as the bakery shop should have target that appropriate with product because if the product is not significantly different in consumers mind. Nowadays this business is very popular with new various bakeries and be appetizing. The demands of eating bakery trends have been changed as a consequent of structure bakery industry change too. Profitability for individual companies is determined by efficiency of operations. Small companies can compete by offering specialty goods or superior local distribution services. The set of strategic is very important when doing business. The bakery shop create new product and improve the product in order to attract and satisfy customers and compete with competitors.

In Chiang Rai the bakery business has more competitive as well because Chiang Rai is tourist city and have a lot of bakery shop like coffee houses both open for s long time ago and just start opened. Each shop has different strategies for attract the customers such price, decorate shop, variety of menu and different in taste. Each shop has highlight and weakness differently. Cherbet house will be open in the Chiang Rai is about bakery but Cherbet house will use the different strategy for competition. For the bakery of our shop are different from other shop. We mix between bread, ice cream and fruit we mix it in the new style that are beautiful, attractive and the taste has delicious because trend of health has popular so we confirm what the customer want. And Cherbet house uses customize strategy, it is we have material of product already that the customer can mix and do it by themselves. This can give the customer happy in their bakery fulfill what customers want and it can complete with competitors too.