Marketing Plan_Rumah Sate

Dias Wulaningrum 55114120143 Heru Pramana 55114120225 Meilan Ruthia 55114120317 Nurmubaritik 55114120018

Marketing Plan :

Disusun Oleh :

Executive Summary Food is the basic needs of human, and restaurant is the media where people can enjoy food outside their home when they looked for another atmosphere as usual. Rumah Sate have a comfortable and satisfactory concept for customers. Sate impressed as traditional food and the countryside, stalls serving simple (less modern), served with rice / lontong that is both ordinary food for our society, most of these food enthusiasts are the parents, and so forth. It is certainly different from the various types of food modern, better known as "fast food and junk food", both the young and the elderly, but we convinced that someday the sate will be one of the types of food excellent, of course, if it meets some certain required. Availability of raw materials both meat and the spices are relatively abundant and stable in both the traditional and modern. With raw material availability is stable and abundant, it is expected that business continuity is assured.

Tradition/culture of the surrounding community who likes to socialization, talking and eating/drinking at the cafe/restaurant/eating place other. From our observations it is known that most of the expression of joy or if there are certain things, then our society usually do it at places to eat, for example when a birthday, promotion promoted, finished the exam school/college, meet old friends, transaction buy, and other, then the majority of the expression is carried out while eating-eating / drinking. We refer to this phenomenon as "Life Style" community. Plus the Rumah Sate also provided a HOT SPOT that allowed the customer, specially businessman, directly connected to the internet.

Market Summary

Market Needs :

Good services, comfortable, good scenery, good taste, variation’s taste of Sate.

Market Trend :

Increasing of people’s activity in city lifestyle requested of restaurant needs as an alternative.

SWOT Analysis

Strength : • As a family restaurant

• Strategic location

• Mid price segment with good quality

• Free Wifi

• Free Refill (tea only)

• Hospitality of service

• Made by fresh raw material

SWOT Analysis

Weakness : • As a new comer in the satay food business

• Designed with simplicity (interior, exterior, furniture and etc.)

• Limitation of Manpower

• Slow services

SWOT Analysis

Opportunity : • Human Resources demanding

• Will open the new outlets

• Price could be reached with family market segment

• Strategic location (close to offices area, hospitals, residences, universities, and plazas)

SWOT Analysis

Threat : • Competitors/Followers

• Competitive price

• Limitation of Menu/product

• Competitive services

Marketing Strategy

Vision :

Leading by various taste of Indonesian- satay

Mission :

Excellent Service, good taste, providing

various menu, cleanliness of dine area

Marketing Strategy

Competitor :

Sate Khas Senayan, Tesate, Sate Aneka Rasa,Food Street (Sate Madura, Sate Padang, Rumah

Makan Tongseng)

Marketing Objectives :

Sales Growth 10%/year

Financial Objectives :

BEP will achieve in 6 months

Market Segmentation

“As a restaurant which provide the Indonesian food with special taste of SATE in business area”

Market Targeting

• Rumah Sate targets :

segment market from medium to upper class society and for worker level

• Product differentiation in Indonesian food, specially for “SATE”

Positioning

Company and Product

Target customer

Benefits Price Value

proposition

Rumah Sate

Medium to upper class society and worker level

Comfortable and taste

Same with the closest competitor

- Excellent taste - Excellent service - Comfortable - Wifi area - Delivery order

Marketing Mix

Rumah Sate Location Strategy : • The location is very strategic : beside of freeway; close to office area (puri,

kedoya, and kebon jeruk); close to Siloam Hospital and RCTI

• West Jakarta is the most favorite culinary area in Jakarta

Marketing Mix

Rumah Sate Location Strategy : • Area : 75 m²

• Electricity : 3500 watt & Water Supply : PAM

Marketing Mix

Rumah Sate Product Strategy : • The Products are served with good quality, good taste, and fresh products

• Most of satays food are provided in Rumah Sate

Rumah Sate Pricing Strategy : • Price competitiveness in middle area

• Price Includes PPN 10%

• Delivery service can achieve with minimum order : Rp 50,000 (± 6km)

+6281320241210

Jl. Raya Perjuangan I Kebon Jeruk Jakarta Barat-DKI Jakarta

Delivery Order

Marketing Mix

Rumah Sate Promotion Strategy : • Banner

• Flyer (Phamplet)

• Mouth to Mouth Marketing

• Social Media (e.g Twitter, Instagram, and Pinterest)

Buka Setiap hari 10 AM-10 PM

Action Programs

• For month 1-3 : Rumah Sate had done some market research and exploring market opportunities

• For month 1-6 : Rumah Sate do promotion intensively with distributing the brochures/flyers in the office area

• In 3 years : Rumah Sate start to explore and emphasize of business markets

Financial Projection

Financial Projetion of Rumah Sate Restaurant Area of restaurant Two floor restaurant

Investments (renovations, tools, equipments) Rp. 55,000,000

Rent Cost Rp. 25,000000

Total investment Rp. 80,000,000

Assumption of income per year :

Sales targeting Rp. 540,000,000

Assumption of expending per year :

Wifi +utilities Rp. 14,400,000,

Fixed price of sales Rp. 216,000,000,

Promotion Rp. 12,000,000,

Employee’s fee (with 5 workers) @ Rp2.000.000 Rp. 120,000,000,

Total expending Rp. 362,400,000,

Profit per year Rp. 177,600,000,

Assumption of pay back period Rp. 80,000,000/Rp. 177,600,000 = 0.45 Year

= 6 Months

Contigency Plan

Management would minimize of risk level with several strategies :

Intensive promotions (including built some networks). Strategic place. Review manpower strategy Recruit of standard employees. Good management leadership. Avoid the fraud.

Conclusion : With average of 6 months payback period, Rumah Sate have very valuable prospect in the future.