This marketing plan summarizes Rumah Sate, a new satay restaurant. It provides an executive summary describing satay as a traditional Indonesian food and the restaurant's comfortable concept. A market summary notes customer desires for good service, comfort, and varied satay tastes. A SWOT analysis examines strengths like a family atmosphere and location, and weaknesses like being a new business. Financial projections estimate 6 months to break even. The plan outlines segmentation, targeting middle-to-upper class customers, a strategic location, and mix including promotion through banners and social media. Contingency strategies minimize risks like intensive promotion and strategic management.

1. Dias Wulaningrum 55114120143
Heru Pramana 55114120225
Meilan Ruthia 55114120317
Nurmubaritik 55114120018
Marketing Plan :
Disusun Oleh :

2. 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.

3. 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.

4. 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

5. 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

6. 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)

7. SWOT Analysis
Threat :
• Competitors/Followers
• Competitive price
• Limitation of Menu/product
• Competitive services

8. Marketing Strategy
Vision :
Leading by various taste of Indonesian-
satay
Mission :
Excellent Service, good taste, providing
various menu, cleanliness of dine area

9. 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

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

11. 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”

12. 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

13. 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

14. Marketing Mix
Rumah Sate Location Strategy :
• Area : 75 m²
• Electricity : 3500 watt & Water Supply : PAM

15. 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)

16. +6281320241210
Jl. Raya Perjuangan I Kebon Jeruk
Jakarta Barat-DKI Jakarta
Delivery Order

17. 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

18. 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

19. 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

20. 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.