Case Study: Big Bites

Based on the preliminary market research conducted, Big Bites has gathered some information about the market needs and consumer profile of the target market.
Customer and Market Needs
Market Needs
As Big Bites burger is a food product, the direct need of the target market that it intends to fill is the satisfaction of hunger. In terms of satisfying this need, it is noted that Big Bites generally has a number of rival firms which marks its threats in gaining customers since there are more affordable and more well-known ones.
Aside from hunger satisfaction, affordable food choices, and good product quality, which existing competing businesses have already filled in the market, Big Bites focuses on remaining gaps including the customers’ desire

On the other hand, The Yard and Petite Patty are deemed to be both indirect competitors of Big Bites because even though they sell burger products similar to Tender Juicy, they are located outside the school; thus, being not very accessible for the high school students especially during school hours when they are not permitted to leave school.
City Diner, Fat Grill, and Dreamland Arts Cafe, among many others, are all considered indirect competitors of Big Bites because they sell non-burger products are located outside the school premises and therefore, they are not easily accessible for the target market as well.
Size of Potential Market
Figure 1. Interest in a bite-sized

Figure 2. Breakdown of respondents by age

Figure 2 shows the age categories the respondents belong to. 44.21% of the population are 15 and younger, while 97.89% of the students are 17 and younger. Meanwhile, the majority of the students who participated in the study fall under the age group 14 to 15, accounting for 27.89% of the total responses. This data shows that most of the students in the target market are under middle to late adolescence.
Figure 3. Students’ daily allowances

Figure 3 displays the distribution of the respondents’ daily allowances in accordance to four categories, namely, daily allowances less than ₱100, from ₱100-₱200, from ₱151-₱200, and more than ₱200. Among JHS students, the most common allowance range is from ₱151-₱200 which 43.30% of the students fall under. On the other hand, 48% of SHS students determined their daily allowance to be more than ₱200. In general, it can be concluded that the majority of students have an allowance of ₱150 or more.
Where the target market gets this need