prime steak case

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 ~

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

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 :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

Target Market

PricePrice

PromotionPromotion

ProductProduct

PlacePlace

Marketing MixMarketing Mix

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 :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

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

BARGAININGPOWER OF

CUSTOMERS

THREAT OFSUBSITUTEPRODUCTS

BARGAININGPOWER OFSUPPLIERS

THREAT OFNEW ENTRANTS

COMPETATIVERIVALRYWITHIN

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 CycleProduct Life Cycle

GrowthGrowth

IntroductionIntroduction

MaturityMaturity

DeclineDecline

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

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 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.

NEW VALUE

ANSOFF MATRIX

EXISTINGPRODUCTS

NEWPRODUCTS

EXSISTINGMARKETS

NEWMARKETS

MARKETMARKETPENETRATIONPENETRATION

MARKETMARKETDEVELOPMENTDEVELOPMENT

PRODUCTPRODUCTDEVELOPMENTDEVELOPMENT

DIVERSIFICATIONDIVERSIFICATION

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)

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

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

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

Strategy Map Action Plan

Results

Devise Hypothesis & Prove It

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