Case Analysis

Submitted to:
Mr. Nel Guillen

Submitted by:
Tan, Marlo
Sael, Marial G.
Pascua, Clyde Cesar
 I-BACKGROUND
On May 29, 2003 Robinsons convenience stores
inc. opened its 54th Mini-stop store in Espana.
This latest development come along way from its
first Mini-stop opened at the MRT central station
in December 2000. Its number of stores climbed
up since then to become a unique combo stores,
combining fast food with grocery products. This
is indeed a breathrough in the competitive
convenience store retail scene. There is really a
market need that is not being served by other
convenience stores in the philippines.
Mini-stops combo store concept is unique, combined
camarillo. The concept was born in Japan as a wholly
owned subsidiary of Josco Co. Ltd with the first Mini-
stop opened in July 1980 at Okurayama in Yokohama
Japan. Its network broke the 100.store mark with 80
franchised stores directly managed.
The first overseas store was opened in Seoul, south
korea in November 1980 and in March 1998, 1,000
Mini-stop stores were in full blast operation, 922
were franchised and 78 stores were directly
managed.
 II-PROBLEM STATEMENT
How can Mini-stop acquire more customers
through technological innovation?
 III-OBJECTIVE
To acquire more customers through
technological innovation.
 IV-AREAS OF CONSIDERATION

One of the biggest factors for any brick and mortar

business is your location. Convenience stores are no
different although when you think of location you maybe
tempted to only consider the physical space your store
will occupy while this is important, the unique
challenges of your operating are also warrant
consideration.
Traffic and accessibility are key factors, along with the
presence of any competition. If there isnt a lot of
competition in the area this maybe a good sign that
there is an opportunity for your business to thrive. On
the other hand, too much competition in the area may
mean there arent enough customers to go around.
 V- SWOT ANALYSIS
STRENGHTS WEAKNESSES
INTERNAL SADVANTAGES INTERNAL DISADVANTAGES
- Relatively low franchising fees, - Perception of being not
major enticement for would be profitable.
franchises.
-Ability to conceive and - Lack of clear marketing and
implement product merchandising focus.
differentiation, such as the
incorporation of fast-food items in
the store.
- They have a different kind of - Customer service, complaints of
product lines that can poor service from the store.
accommodate different ages.
OPPORTUNITIES THREATS
EXTERNAL ADVANTAGES EXTERNAL DISADVANTAGES
- To contribute to the - Tax changes
enhancement of communities by
providing customers with
 VI- STP
SEGMENTING
GEOGRAPHIC
-Region 1 NCR or any urban area
-Population Density: More than
600,000 employees (urban)
-Climate: Tropical
PSYCHOGRAPHIC
-These individuals with a very hectic
schedules and no time to cook their
food.
-Also to kids who love to eat snacks.
DEMOGRAPHIC
-Age: 13-40 years old
-Gender: male and female
-Monthly income: P 15,000 P
30,000 and p 30,000 to P 50,000++
-Occupation: working and non-
working
-Marital status: single or married
POSITIONING
- Mini-stop is a clean convenience
store and has a excellent customer
service and a wide variety of
merchandise in a combo store
format for our precious customers.
VII- THEORETICAL FRAMEWORK

MARKET
DEVELOPMENT DIVERSIFICATION

MARKET PENETRATION PRODUCT

DEVELOPMENT
MARKET PENETRATION
- To develop the market by promoting the
technology.
 VIII- ALTERNATIVE COURSE OF
ACTION
ACA1- Conduct intense promotion using above the line marketing.
PROS: To encourage the customer to buy the products.
CONS: It has a big risk because it is the first time of the company.

ACA2- To conduct a buy 2 take 1 for some of the main products.

PROS: It will have a big impact of the company for promotion.
CONS: It has a chance to drop our profit.

ACA3- Giving a freebies to our customer.

PROS: To attract customers.
CONS: Problem of the freebies product.
 IX- RECOMMENDATION
Conduct intense promotion using above the
line marketing.
 X- IMPLEMENTATION
PLAN
Step 1
To implement free tickets for our customer by
purchasing amount for every P 600.
STEP 2
To pull out billboards for our intense promotion
Step 3
- To launched our promo whenever there is
amazing movie.