Prime Steak Case
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Transcript of Prime Steak Case
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Tugas Kelompok Prime Steak
Triple A
Adward, Agustini, Andre
West Coast University
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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 ~
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Marketing Planning 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
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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
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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)
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Visi, Misi dan Moto Prime Steak
Visi : to become the best steak and ribs franchising restaurant in Indonesia as well as global player
Misi :1. International quality standard in recipes, system
procedures and services.2. Trust, encourage and share the fruits of success to
each others are developed as our company culture. Moto : Prime Choice, Prime Quality, Prime Service
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Target Market
PricePrice
PromotionPromotion
ProductProduct
PlacePlace
Marketing MixMarketing Mix
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Keunggulan Produk :
Daging steak import Aneka macam minuman termasuk
minuman beralkohol dan wine Inovasi akan bahan organic dan
healthy food
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Price
Middle Up Competitive
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Price
Penetration Pricing : menggunakan kartu kredit untuk meningkatkan penjualan.
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Promotional Pricing
Membuat diskon 25% + 25% Discount 50% dine in (only steak)
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Place
Strategis Berada di kalangan menengah atas Main street
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Promotion
Promotional Mix :1. Telemarketing : untuk member dengan
harapan bisa membuat word of mouth promotion.
2. Direct Mail : SMS untuk member dan sebar brosur di sekitar restoran
3. News Paper : Jawa Pos4. Radio : JJ ‘s FM5. Point of sale displays6. Kerjasama dengan kartu kredit
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Media Choice
Choice of optimum mix of promotional methods
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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
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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.
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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.
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NEW VALUE
FIVE FORCE MODEL
PORTER
BARGAININGPOWER OF
CUSTOMERS
THREAT OFSUBSITUTEPRODUCTS
BARGAININGPOWER OFSUPPLIERS
THREAT OFNEW ENTRANTS
COMPETATIVERIVALRYWITHIN
INDUSTRY
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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
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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.
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Product Life CycleProduct Life Cycle
GrowthGrowth
IntroductionIntroduction
MaturityMaturity
DeclineDecline
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Product Life Cycles
Yang terjadi pada Prime Steak Maturity : Increase to compete.
Characteristics Maturity
Marketing objective
Maintain differential advantage as long as possible
Industry sales Stable
Competition Substantial
Industry profits Decreasing
Customers Mass market
Product mix Full product line
Distribution Greatest number of outlets
Pricing Full line of prices
Promotion Competitive
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Bowman’s Strategy Clock
Hybrid : low cost base and reinvestment in low price and differentiation.
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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
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Product and Service Clasification System
Specialty goods
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Boston Matrix
Prime berada di Question Mark karena market share nya rendah sedangkan market growth tinggi.
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QUESTION MARKSHigh 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.
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NEW VALUE
ANSOFF MATRIX
EXISTINGPRODUCTS
NEWPRODUCTS
EXSISTINGMARKETS
NEWMARKETS
MARKETMARKETPENETRATIONPENETRATION
MARKETMARKETDEVELOPMENTDEVELOPMENT
PRODUCTPRODUCTDEVELOPMENTDEVELOPMENT
DIVERSIFICATIONDIVERSIFICATION
MARKET
PRODUCT
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Ansoff Matrix
Prime Steak restaurant termasuk dalam Marketing Penetration karena existing product dan existing market
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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
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Produk Baru yang menjadi Best Seller
Bread bowl soup (APPETIZER) Tenderloin medallion Pork tenderloin steak Ocean in War (Seafood) Chicken teriyaki Double chocolate (DESSERT)
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SolutionTackle the problem from different angles e.g.
FinancialWhere we want to be financially in five years
CustomersOur Positioning and Value proposition to the customers
Internal Process Core capabilities needed to serve target clients with defined product line
Organization LearningWhat Intangible assets that organization needs to excel in.
Strategy Map
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Defining a Strategy
Short Term6 – 12 Month
Medium Term1 – 5 Years
Long Term5 – 10 Years
Effort
Focus
Accelerate
Strengthen
Tie it all together
In 5 – 10 years, how the market will look
like, and what activities we have to
do to serve that market
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 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
What can be done to de-
bottleneck the organization
and strengthen the capabilities
for moving faster
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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
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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.
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Strategy Map - Operations
Objectives
Grow Revenue
Help Customer Focus & Grow
Supply Chain New Product Development Branding / Marketing Production Etc. etc.
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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.
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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
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Strategy Map Action Plan
Results
Devise Hypothesis & Prove It
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Results
HELP YOU FOCUS & GROW
Thank You
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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