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Prime Steak Case

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Tugas kelompok dari West Coast University

Tugas kelompok dari West Coast University

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Prime Steak Case Prime Steak Case Presentation Transcript

  • Tugas Kelompok Prime Steak Triple A Adward, Agustini, Andre West Coast University
  • Definition of Marketing Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. Marketing is the human activity directed at satisfying human needs and wants through an exchange process. ~ Philip Kotler 1980 ~ ~ Marketing Text Book ~
    • Systematic futuristic thinking by management
    • better co-ordination of a company’s efforts
    • development of performance standards for control
    • sharpening of objectives and policies
    • better prepare for sudden developments
    Marketing Planning
  • Present Condition (1) :
    • Didirikan tahun 2002
    • Prime Steak merupakan pelopor steak restoran yang berfokus pada daging steak yang imported dari luar negeri baik dari USA, Australia, New Zealand, sedangkan daging lokal juga dipakai sebagai pilihan.
    • Pihak yang bertanggungjawab ada struktur organisasinya.
    • Rencana pengembangan dibicarakan antara manager operasional dan owner untuk dibuat keputusan
  • Present Condition (2) :
    • Style yang dipilih di Jl. Manyar Kertoarjo adalah western minimalis
    • Penambahan cabang di Surabaya Barat lebih ke style kolonial modern disesuaikan dengan sosio kultural yang ada.
    • Bekerjasama dengan Ranch Market di Galaxy Mall membuka Ranch Café (semua produk menggunakan program Prime Steak kecuali steak, karena Ranch Supermarket mempunyai steak sendiri)
    • Mempunyai pangsa pasar menengah keatas yang sudah terbentuk (terlihat dengan adanya member di Prime Steak)
  • Visi, Misi dan Moto Prime Steak
    • Visi : to become the best steak and ribs franchising restaurant in Indonesia as well as global player
    • Misi :
    • International quality standard in recipes, system procedures and services.
    • Trust, encourage and share the fruits of success to each others are developed as our company culture.
    • Moto : Prime Choice, Prime Quality, Prime Service
  • Marketing Mix Target Market Price Promotion Product Place
  • Keunggulan Produk :
    • Daging steak import
    • Aneka macam minuman termasuk minuman beralkohol dan wine
    • Inovasi akan bahan organic dan healthy food
  • Price
    • Middle Up
    • Competitive
  • Price
    • Penetration Pricing : menggunakan kartu kredit untuk meningkatkan penjualan.
  • Promotional Pricing
    • Membuat diskon 25% + 25%
    • Discount 50% dine in (only steak)
  • Place
    • Strategis
    • Berada di kalangan menengah atas
    • Main street
  • Promotion
    • Promotional Mix :
    • Telemarketing : untuk member dengan harapan bisa membuat word of mouth promotion.
    • Direct Mail : SMS untuk member dan sebar brosur di sekitar restoran
    • News Paper : Jawa Pos
    • Radio : JJ ‘s FM
    • Point of sale displays
    • Kerjasama dengan kartu kredit
  • Media Choice
    • Choice of optimum mix of promotional methods
  • Analisis Pasar
    • Segmentasi adalah menengah keatas
    • Lokasi yang sangat strategis mudah dicapai, aman, dan berada di wilayah yang bergengsi, dekat dengan pusat bisnis.
    • Mempunyai fasilitas dipinggir jalan utama, dilalui oleh transportasi umum, valet parking
    • Kondisi persaingan yang sangat ketat di sepanjang jalan manyar kertoarjo
  • Analisa SWOT
    • Strength : Lokasi yang strategis, Service yang prima (melayani segala sesuatu yang diingini para pelanggan)
    • Weakness :mengandalkan credit card yang memang sangat berpengaruh terhadap angka penjualan secara keseluruhan
    • Opportunities :Mempunyai member yang di maintenance secara prima dengan pendekatan secara promosi melalui discount khusus member prime steak dan diharapkan bisa menjadikan ujung tombak pemasaran mereka dengan cara member get member.
    • Threats :Pesaing resto steak yang mempunyai pangsa pasar yang sama dan dilokasi yang sama.
  • Analisa PEST
    • Political : Rawan embargo terhadap daging impor
    • Economic : Tergantung pada kondisi ekonomi (inflasi)
    • Socio Cultural : konsumen Surabaya selalu mengharapkan tempat yang kelihatan mahal dengan harga yang terjangkau.
    • Technology : Selalu membuat discovery dan inovasi untuk meningkatkan penjualan serta melakukan penelitian rutin atas menu yang slow moving dan fast moving.
  • NEW VALUE FIVE FORCE MODEL PORTER BARGAINING POWER OF CUSTOMERS THREAT OF SUBSITUTE PRODUCTS BARGAINING POWER OF SUPPLIERS THREAT OF NEW ENTRANTS COMPETATIVE RIVALRY WITHIN INDUSTRY
  • 5 Forces Analysis
    • Dari segi Supplier : sangat kuat karena untuk produk unggulan sangat bergantung pada US Meat
    • Dari segi Buyer : sangat kuat karena banyak konsumen yang pandai memilih produk yang berkualitas dengan harga yang kompetitif. Karena konsumen di Surabaya khususnya mempunyai ciri khas yang mana mencari discount yang sebesar-besarnya dari produk unggulan yang sejenis. Jika di Jakarta Prime Steak tidak pernah bekerjasama dengan penyedia kartu kredit karena konsumen di Jakarta tidak terlalu perduli dengan discount
  • 5 Forces Analysis (2)
    • Dari segi Potensi Pesaing : sangat kuat karena disekitar Prime Steak banyak steak house yang lain ( Pro Steak, Pisa Café and Steak, Boncafe, Calvados)
    • Dari segi Subtitusi : kuat karena banyak jenis makanan lain yang ditawarkan.
    • Jika ada bisnis baru dengan produk sejenis maka potensinya untuk merebut pangsa pasar yang sudah ada mereka harus mencari differentiation.
  • Product Life Cycle Growth Introduction Maturity Decline
  • Product Life Cycles
    • Yang terjadi pada Prime Steak  Maturity : Increase to compete.
    Competitive Promotion Full line of prices Pricing Greatest number of outlets Distribution Full product line Product mix Mass market Customers Decreasing Industry profits Substantial Competition Stable Industry sales Maintain differential advantage as long as possible Marketing objective Maturity Characteristics
  • Bowman’s Strategy Clock
    • Hybrid : low cost base and reinvestment in low price and differentiation.
  • New Product Development (NPD)
    • New Product Strategy : Healthy and organic food
    • Idea Generation
    • Concept Development and testing
    • Marketing Strategy
    • Business Strategy
    • Business Analysis
    • Product Development
    • Test Marketing
    • Commercialitation
  • Product and Service Clasification System
    • Specialty goods
  •  
  • Boston Matrix
    • Prime berada di Question Mark karena market share nya rendah sedangkan market growth tinggi.
  • QUESTION MARKS High growth , Low market share
    • Most businesses start of as question marks.
    • They will absorb great amounts of cash if the market share remains unchanged, (low).
    • Why question marks?
    • Question marks have potential to become star and eventually cash cow but can also become a dog.
    • Investments should be high for question marks.
  • NEW VALUE ANSOFF MATRIX EXISTING PRODUCTS NEW PRODUCTS EXSISTING MARKETS NEW MARKETS MARKET PENETRATION MARKET DEVELOPMENT PRODUCT DEVELOPMENT DIVERSIFICATION MARKET PRODUCT
  • Ansoff Matrix
    • Prime Steak restaurant termasuk dalam Marketing Penetration karena existing product dan existing market
  • Analisa atas Produk yang Best Seller 80:20
    • The US PRIME RIB
    • Chicken Montray jack
    • Alaska Gindara steak (Seafood)
    • Fillet tenderloin steak
    • Sirloin steak
    • Baby back pork ribs
  • Produk Baru yang menjadi Best Seller
    • Bread bowl soup (APPETIZER)
    • Tenderloin medallion
    • Pork tenderloin steak
    • Ocean in War (Seafood)
    • Chicken teriyaki
    • Double chocolate (DESSERT)
  • Solution
    • Tackle the problem from different angles e.g.
    • Financial Where we want to be financially in five years
    • Customers Our Positioning and Value proposition to the customers
    • Internal Process Core capabilities needed to serve target clients with defined product line
    • Organization Learning What Intangible assets that organization needs to excel in.
    Strategy Map
  • Defining a Strategy Short Term 6 – 12 Month Medium Term 1 – 5 Years Long Term 5 – 10 Years Effort F ocus A ccelerate S trengthen T ie it all together In 5 – 10 years, how the market will look like, and what activities we have to do to serve that market What are the key operational initiatives with the potential to significantly increase the movement of the company towards the FOCUS What can be done to de-bottleneck the organization and strengthen the capabilities for moving faster
  • Strategy Map - Financial Objectives
    • Increase Shareholder Value
    • Startup Venture
    • Increase Market Share
    • Grow Revenue
    • Stable Companies
    • Improve Profitability
    • Mature Organizations
    • Increase Return on Equity
    • Increase Return on Asset
  • Strategy Map - Customers Objectives Increase Shareholder Value
    • Low Cost Provider
    • High Quality Service Provider
    • Exceptional Customer Service
    • Customer is Right
    • Sell and Forget
    • Etc. etc.
  • Strategy Map - Operations Objectives Grow Revenue Help Customer Focus & Grow
    • Supply Chain
    • New Product Development
    • Branding / Marketing
    • Production
    • Etc. etc.
  • Strategy Map – Organization Learning Objectives Help Customer Focus & Grow Revenue Growth New Product Development that make client successful Robust Strategy Execution Process
    • Resource Management Skills
    • Financial Skills
    • Technology (Internet, Software etc.)
    • Etc. etc.
  • Strategy Map - Tracking Objectives Grow Revenue Measurement& Targets Robust Strategy Execution Process New Product Development that make business successful Revenue ($) Repeat Customers # of Referrals On-Time Delivery # of Training Hours Management Strategies that make a business grow Help Customer Focus & Grow
  • Results Devise Hypothesis & Prove It Strategy Map Action Plan
  • Results HELP YOU FOCUS & GROW Thank You
  • Thank You to :
    • Prime Steak Restaurant (Mr. Calvin)
    • Mr. Patrick T. Leiman, MSc
    • Our Reference :
    • www.cpSphere.com
    • www.studymarketing.org
    • www.netMBA.com
    • www.cleverpresentations.com