CASE

ANALYSIS 
INTERNATIONAL BUSINESS AND
TRADE(section-06)

Group name: “the risk

takers”
Members:
Ababao, Yureka Chellum Matudio 
Alcantara, Mark Lander Ronquillo 
Calica, Trisha Lalaine Depalco 
Castro, Patricia Anne Capalad 
Ramos, Valerie Ann Tuazon 
 CASE ANALYSIS
Problem:
Based on the discussion of our group, we recognized that Ristorante Delle Mitre is
facing problems related to some of its possessed marketing principles. One noticeable
problem we saw is the misalignment of market segmentation and market concentration of the
business. According to the given scenario, the business wanted to target and concentrate their
service to the “masa” for the church to be closer to them. However, the aim of the business to
bring the church closer to the “masa” is not aligned to one of the main components of their
market mix which is the place.  
On the given data, the restaurant is in the historical Intramuros which is filled with
elites and tourists. According to the report of Manila Bulletin, during the first semester of
2019, almost P2.12 million tourists and elites have visited the beautiful walls
of Intramuros (Edera, 2019). Given the fact that the foot traffic of Intramuros is surrounded
by tourists, our group thinks that it would be a problem for the restaurant to focus its service
on the segment of “masa.” In short, the Ristorante Delle Mitre is currently facing a market
dilemma on whether to change their market concentration or focus their market segmentation
for the elites and tourists surrounding the marketplace.    

Analysis:
Ristorante Delle Mitre has a clear concept of bringing the church closer to the “masa”.
However, considering that the restaurant is in Intramuros—an attraction filled with elites and
tourists, the business seems to be heading in a different direction away from their goal.
Probably, one of the reasons why the owners have chosen the wrong place to put up their
business is that there was no demographic segmentation which could have been helpful to
evaluate the population of the site. This could be done through census or surveying. Another
reason was maybe there was a lack of research regarding the area of business. The
management failed to gather as much data as possible that could have been vital to identify
opportunities and threats and to minimize the risk.
In the analysis that our group conducted, we realized the importance of formal study
regarding the foot traffic of the business to enable Ristorante Delle Mitre to visualize the
right market concentration and segmentation of its operation. In addition to our group’s
analysis, we also understand that the said problem can harm the business by creating
confusion between the business' market concentration and segmentation. The confusion may
happen since the location of the business is not aligned to the objective of the business which
is to bring the “masa” closer to the church, because the foot traffic of the market place is
filled with tourists/elites and not by the sector from the "masa."
 CASE ANALYSIS
Conclusions/Recommendations
It is evident that the location of Ristorante Delle Mitre did not meet their concept of
bringing the Church closer to the “masa” since Intramuros is a tourist spot and most of the
people going in and out are the elites, tourists, and church-associated people. As for the
location has its restrictions their anticipation to connect with the "masa" and the church is a
challenging task. The group does, however, suggest that nothing be done concerning their
marketing mix. Likewise, changing anything is not practical and costly. Since the Ristorante
Delle Mitre lasts for years now, it is more convincing that they continue to run their business
in their location. The following are the recommended actions that Ristorante Delle Mitre can
consider in finalizing their decisions:

1. Since changing their current business cycle seems to be impractical and costly, we
suggest that the business can give most of its focus on the market segment of tourists
and elites considering its current foot traffic.
2. If the business is committed to rendering service to the “masa,” we recommend that they
can create a committee that organizes a project like a pilgrimage composed of
participants on the sector of “masa.” Through this, the business will be able to achieve
its objective in making the church closer to the sector of masa while rendering its quality
food service.
3. Since we are in the information age, our group recommends that the business can create
some online/digital advertising (e.g. Facebook, Twitter, Instagram, etc.) to amplify the
promotion of the business.
4. Since it is more effective when one of the marketing mix strategies take the lead while
the rest serve as the support, we recommend the business to focus on its place or
location. The main advantage of having a business in Intramuros is that it attracts many
visitors since it is one of the popular historical places in the country.

Reference:

Edera, E. (2019, October 4). 2.12 million tourists visited Walled City of Intramuros in 1st
semester of 2019. Retrieved June 20, 2020, from https://news.mb.com.ph/2019/10/04/2-
12-million-tourists-visited-walled-city-of-intramuros-in-1st-semester-of-2019/