Professional Documents
Culture Documents
Presented to:
Leslie Audrey Chiong - Pacana, MBA
Page
TITLE PAGE
INTRODUCTION 2
PROBLEM STATEMENT 3
RESEARCH OBJECTIVES 3
RESEARCH PLAN 4
Scoring Guidelines 5
FINDINGS 7
CONCLUSIONS 15
RECOMMENDATIONS 15
People 16
Place/Facilities 17
Promotions 19
APPENDIX 22
EXHIBIT 27
ENDNOTES 28
1
INTRODUCTION
The Librewry Café (TLC) is the haven of the community of learners, workers and
creators. The learners have a space for studying, the workers have a space for making reports
while the creators have a space for creative thinking in a serene and alluring place in the heart of
TLC is a family owned business which found a market niche to cater to the needs of the
Kagay-anons for a serene place to stay for 24/7 away from the hustle and bustle of city life with
good food, steady internet connection and amiable people. It is located in Hallasgo Bldg.,
Pabayo-Tirso Neri St., Cagayan de Oro City with an affordable hourly rate of P20.00, daily rate
of P200.00, weekly rate of P1,500.00 and monthly rate of P4,500.00.
TLC was founded as a result of the fusion of the two researches of the son and daughter
of owners. The research was about the viability of a co-working space and a study lounge
themed café.
Its first branch in Cagayan de Oro City was located at Don Apolinar Velez St in front of
Sentro 1850 and beside Redtail Shrimps and More. They operated there for just over a year as
the Management was able to see the need and opportunity for their café to improve and grow.
They were contemplating either to branch out to Iligan or to transfer to a more strategic location
in the heart of the city. As a result of their thorough study they seemed that branching out to
Iligan would be riskier, thus, the transfer of location prevailed.
TLC’s direct competitors include The New Office, Cuppa Workspace and The Space.
These are the cafés we named in this survey for comparison purposes and are the cafes with the
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PROBLEM STATEMENT
The research presented addresses the problem on how to increase revenue/sales for The
Librewry Cafe (TLC) in a competitive and emerging market by strengthening company branding
through the utilization of marketing mix. Aside from that, in order to increase its sales, the
research would like to improve the business’s customer satisfaction level.
Previous study conducted by the owner himself shows that the kind of business they
wanted to venture into will be attractive and profitable in the market. They made a market study
that aimed to know on how they can come up with its costing strategy for the business and how
they can promote it to the public at a minimal cost. Since they recently transferred its location
and considering that their competitors are doing well too, TLC should give extra effort to be
more competitive and should be proactive in its promotions and marketing strategies. Knowing
these factors will assist the business to increase satisfaction level, these will later translate into
increased revenue. Thus, it becomes more crucial for TLC to gain more insights about customer
attitudes and preferences, as well as to influence their decision-making process.
RESEARCH OBJECTIVES
This market research proposed to examine the customer’s behavior toward The Librewry
age, marital status, employment status and estimated individual monthly income &
allowances.
2. To identify the factors that are given more importance by TLC customers.
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3. To identify the level of satisfaction of TLC’s customers.
5. To suggest and recommend strategies in order to improve the Librewry and eventually
increase revenue.
All survey questions were able to contribute to answering these questions by revealing
RESEARCH PLAN
This market research tried to analyze the TLC customers’ satisfaction level on the factors
identified. It also sought to know the customers’ behavior and segment them according to
socio-demographic variables.
The researchers first interviewed the TLC owner Mr. Philip Flores to know about the
cafe’s history and its marketing strategies. The general approach was to target a number of TLC
customers that the researchers believed would satisfy the research objectives. To speed up the
data collection process, the researchers employed an online survey, delivered via social media
sites. The researchers then interpret and analyze the results to identify potential opportunities and
The data instrument used was a structured, mainly close ended online questionnaire
designed and administered to obtain the necessary data pertaining to the factors under study.
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Participants and Sampling Procedure
Participants were the customers of TLC. The researchers used Facebook to identify these
individuals and were given survey forms for them to answer.The researchers used convenience
sampling and ended up with a total of one hundred (100) participants to answer the survey.
The interview conducted with the owner helped the researchers in constructing the survey
questions. This market research used an online survey questionnaire made through Google
Forms. It broadly relied on primary information collected from the survey to answer the problem
questions. The questions were developed by the researchers to measure the level of satisfaction
of the customers with regards to the mentioned factors using a Likert-type format. The
respondents were also asked to indicate the level of importance of these factors in choosing a
working place to stay. A copy of the survey questionnaire can be found in Appendix 1.
Scoring Guidelines
The questionnaire used in this research stated various factors where the participants
measured them according to the level of importance, using a 5-point Likert scale. The 5-point
scale used for the data analysis varied from very important (5), important (4), moderately
important (3), slightly important (2), and not important (1). Table 1 summarizes the scoring
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Table 1: Scoring System - Rating of Factors
Points Description
5 Very Important
4 Important
3 Moderately Important
2 Slightly Important
1 Not Important
The questionnaire also asked the participants to rate TLC based on the factors provided
employing a 5-point Likert scale. The 5-point scale used for the data analysis varied from highly
satisfied (5), satisfied (4), neither satisfied nor dissatisfied (3), dissatisfied (2), and highly
dissatisfied (1). This eased the process of analyzing the data from the participants. Table 2
Points Description
5 Highly Satisfied
4 Satisfied
2 Dissatisfied
1 Highly Dissatisfied
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Statistical Instruments and Procedure
Based on the nature of the research questions and collected data, descriptive statistics was
used in this market research. The results from the survey were encoded in the Microsoft Excel.
On the other hand, the researchers used frequency counts and percentage distribution in
determining the profile of the participants in terms of sex, age, marital status, employment status
and estimated monthly individual income and allowances. To visualize data, the researchers
FINDINGS
This section shows the survey results, analysis and related graphs.
Figure 1 shows the participants categorized according to sex. Of the 100 survey
participants, sixty two (62) were female and thirty eight (38) were men. This simply means that
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Figure 2 shows that forty two percent (42%) of the survey participants were aged 26 - 34
years old and thirty five percent (35%) were 21 - 25 years old. Meanwhile twenty two percent
(22%) were aged 16 - 20 and one (1) participant was below 15 years old.
Figure 3 shows that ninety five percent (95%) of the participants were single and only
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On the other hand, participants were also asked about their employment status. Majority
of the them were employed with sixty percent (60%) of the survey sample. Twenty nine percent
(29%) were students, eight percent (8%) were self-employed while three percent (3%) answered
Figure 5 shows more varied answers when participants categorized themselves according
to their monthly income and allowances. Majority of the participants have below P 10,000
income and allowances while twenty percent (20%) earned P 15,001 to P 20,000 a month,
nineteen percent (19%) have a monthly income and allowances of P 20,000 to P 30,000 while
sixteen percent (16%) earned P 10,001 to P 15,000 monthly. Participants who earned more than
P 30,000 per month were only twelve percent (12%) from which seven percent (7%) have P
30,001 to P 40,000 income and allowances and five percent (5%) earned more than P 40,000.
While this was only a sample of the whole population of TLC customers, the survey results will
eventually help the management in positioning themselves in the market. Moreover, the spending
habits.
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Data Analysis: Customer Experience
Figure 6 shows the participants’ frequency of visits. Out of 100 participants, almost half
with forty four percent (44%) of them said that they rarely visit The Librewry Cafe. Moreover,
twenty percent (20%) said they visit two to three times a month, twelve percent (12%) visit once
a month and eleven percent (11%) answered more than once a week. There were also
participants who have made The Librewry Cafe a part of their week when nine (9) out of one
hundred (100) answered that they visit once a week. While there were three percent (3%) who
responded they visit only every two months, only one percent (1%) have answered he visit daily,
It is now a challenge to the management to boost foot customer traffic and win customer’s
loyalty.
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Moving forward, the researchers asked the participants’ reasons for visiting and staying
in TLC. This would allow the management to improve their services based on the survey
responses. The participants were given six options and they were asked to tick those options
which are applicable to them. Figure 7 shows that eighty (80) participants answered they visit
TLC to do school or work related stuffs. This survey confirmed TLC as a working space as more
people visit to do work and school related activities. On the other hand, forty four (44)
responded they visit to connect to the free wifi, twenty seven (27) answered to relax or sleep and
nineteen (19) said they visit to read books found in the TLC book shelves. Meanwhile, seventeen
(17) were enjoying the food and beverages in the cafe as they answered they visit to dine. Four
(4) of the participants answered others and specified that they visit TLC to play board games
found in the cafe, to write essays, to do some planning and to visit a friend.
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The survey questionnaire also included a section where ten factors were enumerated and
the participants have to rate them according to the level of importance.These factors were the
following: accessibility of the place, overall ambiance, food quality, food affordability, service
quality, affordability of hourly rate, store promotions, social media marketing, food waiting time
and payment method. Figure 8 shows a stacked bar graph to summarize the results. The graph
shows that the top five most important to customers are: affordability of hourly rate with eighty
eight (88) votes, accessibility of the place with eighty seven (87) votes, overall ambiance with
eighty five (85) votes, service quality with seventy-seven (77) votes and food affordability with
(52) votes.
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While the participants were asked about the level of importance of the ten factors
identified, the survey questionnaire also included a customer’s rating for TLC based on these
factors. The results were summarized in another stacked bar graph as shown in Figure 9. Based
on the survey, the participants were highly satisfied with TLC’s accessibility and overall
ambiance with fifty nine (59) and fifty two (52) votes respectively. While most participants were
satisfied with the other factors, it is striking to note that there were also a number of participants
who answered Neither Satisfied nor Dissatisfied to the factors like food waiting time, food
affordability and food quality. It is important for the management to know these so they can
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The survey questionnaire concluded by asking the participants if they would recommend
TLC to others based on their experiences. Figure 10 shows that most respondents would love to
recommend it to others scoring a dominant ninety five percent (95%) of the sample size. The five
participants voted no by saying that they are not satisfied with the ambiance as they find TLC
noisy and not conducive for studying. One respondent also said that he considered coffee shops
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CONCLUSIONS
Based on the analysis, the researchers can assert the following conclusions:
● Most customers were employed single women with ages between 26 and 34 y/o.
● Customers give more importance to the cafe’s accessibility, overall ambiance and
● Some customers feel that TLC foods and beverages are not priced economically.
● There is a need for management to reassess the food quality and price. (The list of
● There is a need to highlight the place as a silent working space thus the name The
Librewry Cafe.
● Majority of the customers are satisfied with TLC and will surely recommend the cafe
RECOMMENDATIONS
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People
People are what matter most in business. They are the ultimate consumers of every
product and service. Thus it is only important for every business to constantly find ways to
attract people. The following are marketing strategies that the management of TLC can
implement:
Undeniably, customers love to be rewarded. One strategy that TLC could use in order to
attract customers to regularly visit and stay in the café is the implementation of Customer
Loyalty Program like Paper Loyalty Stamp Card. In every visit in the TLC paired with
minimum three (3) hours of stay, the customers will get a stamp on their cards. Upon reaching
the maximum stamps set by TLC, they will be rewarded with another hour/s of stay or get free
drinks, coffee or whatever the TLC is offering. This paper-based loyalty cards are easy to
implement and relatively low cost for a business. The business only needs to cover the cost of
2. Membership Perks
viable membership plans such as but not limited to an annual or monthly membership. This will
add in the pull of money especially for times when there will be low client traffic.
Celebrities, idols or well known individuals have a pool of avid supporters who always
looks up to them. Their supporters follow almost all of the things their idols are doing and as
well as go to the places that they have been. This copycat behavior of the fans may work on the
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favor of the TLC if they offer free membership to the celebrities or the internet sensations as this
could increase client traffic and is also a good advertising strategy.
TLC can also cater to the needs of wanderers or travellers. People who are not from
Cagayan de Oro City who have early flights at Laguindingan Airport can stay for a while in the
cafe to relax, drink coffee, wait for their companions to arrive and take a quick nap. In that way,
20 pesos per hour isn’t a bad idea after all.
Since most students have no income yet but would like to stay and do school related
stuffs in The Librewry Cafe, the management of TLC may opt to attract them by giving a
discount. They just have to present their school ID’s in order to avail of the perk.
Place/Facilities
Customers also consider place and facilities in deciding where to stay and work.
1. Internet Connection
It is one of the prime factors that can attract people. TLC should have fast and reliable
internet connection that can accommodate all users at the same time. They can add hubs to
improve it. Fast connection can make work/school stuffs easier and faster.
People need space, more space. The current setup of the cafe is not enough to cater all
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3. Power Generators
Since TLC also provide free use of electricity, they should provide generators in cases of
unannounced power interruptions so that customers can continue on what they are working on.
TLC already has a discussion room in their new location. It must be sound proof in order
5. Guideline posters
TLC should put on a sign board or orientation guidelines/poster for the new customers of
the cafe. With this, they will know what are the do’s and dont’s inside the cafe premises.
6. Freedom wall
TLC can put a freedom wall wherein people can write their experiences in the cafe and
any random thoughts or feelings they have in a day. It will also serve as an outlet for the
customers to express their customer satisfaction level in the place and/or their personal
day-to-day encounters.
For walk in customers who need to browse the internet, TLC should atleast put one (1)
The new TLC has a big glass window design and is situated where it is directly hit by the
sun during the afternoons. This in turn makes the customers uncomfortable while inside the
premise. TLC should put blind curtains to ease the discomfort.
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Promotions
Promotion can be one of the best tools for attracting new customers or retaining the older
ones. TLC should include effective and efficient promotions to attract people.
TLC should be extra creative with regards to its sales promotions. One to consider is the
grant of privilege of freely staying for another hour to their customers if they will spend at least
five (5) hours in the café ( Every 5 Hours Stay, You’ll get 1 hour Free!).
tracking application where customers’ information and visitations are regularly updated. Every
time the customers will visit the café and spend one-hour, their records on the TLC will
automatically be credited to an equivalent of one point. These points will be accumulated and
customers are entitled to redeem the said points. TLC should prepare list of rewards with
millennials that are considered potential customers. So businesses are switching from traditional
to online advertising. Social medias are used in order to advertise products and services and
eventually increase sales. TLC has facebook page with 9,326 likes and instagram account that
has 693 followers. These social media accounts are two of the most effective tools in introducing
new services and exciting activities that customers can avail and participate in.
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4. The Librewry Cafe contests
In connection to social advertising scheme, TLC can post in their social media accounts
the winners of various contests. The management can announce various activities that the
customers can participate in. This marketing strategy will make the customers more engaged to
TLC thus resulting to customer loyalty. The following are examples of such activities:
1. Happy Hour
In the 24 hours a day operation there will really be a time wherein client traffic will be
very low. This would mean less inflow of money to the TLC. One of way the many ways in
combating this problem is through having a Happy Hour. Happy hour is the time of the day
where TLC will offer discounted price in hopes to increase client traffic during that time of the
day.
A business can compete with competitors through pricing. TLC can reassess their menu
and be able to offer affordable meals so customers can stay in the cafe and dine without spending
a lot. While overall ambiance and store promotions are good ways to attract customers, one must
not forget the affordability of products and services. Thus TLC must offer budget meals to cater
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3. Accepts debit card / non cash payment method
In this age and time, payment through cards is on trend for it is handy, more secure and
hassle-free so finding ways to cater to people who barely brings cash would be helpful in tapping
this kind of market. Cashless payment may include acceptance of debit or credit cards or TLCs
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APPENDIX 1: The Online Survey Questionnaire
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ENDNOTES:
https://www.moonclerk.com/marketing-ideas-for-coworking-spaces/
https://web.facebook.com/thelibrewrycafe/
http://aboutcagayandeoro.com/the-librewry-cafe-cdo/
https://www.tripadvisor.com.ph/Restaurant_Review-g317124-d10547252-Reviews-T
he_Librewry_Cafe-Cagayan_de_Oro_Misamis_Oriental_Province_Mindanao.html
http://www.cdodev.com/2016/07/19/the-librewry-cafe-where-space-matters/
https://www.coworker.com/philippines/cagayan-de-oro/the-librewry-cafe
http://www.thechubbybuddy.com/2016/07/the-librewry-247-library-cafe-in-cdo.html
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