1) 19th Avenue is a restaurant and bar located in West Jakarta that offers continental, Asian, and American cuisine as well as alcoholic and non-alcoholic beverages. 2) It analyzes its internal environment using the 4Ps of marketing - product, price, place, promotion. Externally, it considers competitive, political/legal, technological, social, and economic factors. 3) Key strengths include its member loyalty program, social media marketing, and relaxed atmosphere with friendly service. It faces competition from other dining establishments in the area and must adapt to changing regulations, technology, and economic conditions.

1. 19th AVENUE
- RESTAURANT AND BAR –
By: Febiyani Santoso (1501206684)

2. Internal Environment

3. 4P
•Product
•Price
•Place
•Promotion

4. Product

5. • 19th Avenue offers:
- Continental and Asian menu: Pasta, Steaks,
Pizza, American, Asian and many more.
- Alcohol and non-alcohol beverage: Beers (local
& imported), Red Wine and White Wine.
- Ambiance and Service: All are packaged within
relaxing ambiance and unique design interior, as
well as, friendly and warm service.
Product

6. • 19th Avenue Also Provides Big Events, Such as :
Birthday Parties, Reunion, Group Meeting,
Catering and Delivery.
• Capacity can reach Up to 200 People Sitting with
Table. (Two Floor Story) or 300-400 Standing
Product

7. • In addition, there is a Play-Sation-3 Corner
available to play and LCD screen+projector to
watch [football] together.
• According to the products offered, potential
market is targeted to the youth and people who
are seeking for hanging out place.
Product

8. Price
Food pricing:
- Appetizer
Starting from 22k
- Main Course
Starting from 32k
- Dessert
Starting from 26k

9. Price
Beverage pricing:
- Non Alcohol
Starting from 10k
- Alcohol
Starting from 22k

10. • Pricing at 19th Avenue is subject to 10%
Goverment Tax and 5% Service Charge
• According to the pricing, market is targeted to
medium-high level.
Price

11. Place

12. • 19th Avenue is a Restaurant and Bar Located
in West Jakarta.
• @Greenville blok AV no.19, West Jakarta.
• Greenville is well-known as an area to dine
in West Jakarta; there are places to choose
along the way.
Place

13. • Apart from it,Greenville is considered
as a residence area for medium-high
market.
• There are some renowned university in West
Jakarta, means there are many college students.
• According to the place, potential market is
targeted to people who live around West Jakarta.
Place

14. Promotion

15. Promotion

17. P
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o
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o
t
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18. Promotion
• Promotion is divided into two categories:
– Frequently: every Monday/every Tuesday/every ...
– By event: Valentine, New Year, Performance,
competition
• Promotion is obviously targeted to Youth who seeks
for hanging out place.
• Promotion is spread via social media and by email
marketing.

19. How They Grab Customer

20. How They Grab Customer
• Updated promo is spread via social media and by
email marketing.
• They realize that this way is effective and efficient to
grab their potential market.
• Excellent and warm service provided is added value
that increases the number of repeat customer.
• Then, they proactively offer a Member Card with
particular benefits for their loyal customer.

21. How They Grab Customer
Tagline “AWESOME”, is a value that must be delivered to
each and every customer.
Strengths:
- Member Card with particular benefits
- Personal touch to customer by email marketing and
social media
- Play Sation 3 corner (free)
- Unique design interior, with relaxing ambiance
- Nice and friendly service
- Games
- LCD screen + projector to watch [football] together
- Social Responsibility: charity, garage sale

30. External Environment

31. Competitive
• Along the way of Greenville street, there are
many places to dine.
• It is uncontrollable whether what, when,
where other restaurant open and close, as
well as, what values they come up with.
• 19th Avenue should bring their awesome
value and uniqueness consistently and aware
of competition in order to be leading.

32. Political and Legal
• Example, they should follow the rule of the
regional minimum wage for staff.
• This year, the Property Tax is updated by
Government. Then, as a business organization
19th Avenue should follow the rules.
• President elections is coming soon!! Certainly,
many aspects are unstable.

33. Technological
• Undeniable, technology is always developing.
• Nowadays, almost all people use a gadget (in
metropolitan city, most people use more than one
gadget). Moreover, most of them are smartphone
which supports internet-based messengers, social
media mobile application, and push-up email.
• Recently, 4G is coming to town!! Then we have to
take action to start updating our marketing strategy.

34. Social
• Includes social status, income, gender, lifestyle, health
consciousness, population growth rate, age
distribution, career attitudes, and emphasis on safety.
• College students who have lifestyle to hang out at late
night certainly have different consumer behaviour
with college students who don’t.
• If another university is built, then the number of
prospect customers is increased. In holiday period,
the number of college students market is decreased.

35. Economic
• Exchange rates affect the costs of exporting
goods and the supply and price of imported
goods in an economy.
• Months ago, rupiahs was decreasing. And
recently, rupiahs is strengthened.
• This condition affects both pricing/promotion
offered by 19th Avenue and absolutely
consumer behaviour

36. References
• http://19thavenuejakarta.blogspot.com/
• Materi at http://binusmaya.binus.ac.id/
• https://www.facebook.com/19thavenue
• Dialog with the Owner of 19th Avenue