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1.

INTRODUCTION
1. Background
Inthebeginningof2016,Indonesiaiswelcomingtheimplementationofthefreemarket
ofSoutheastAsia,commonlyreferred astheASEANEconomicCommunity(AEC).
Thissignificantbreakthrough,besidebringnumerousdifficulties,alsobringalotof
point of interest to the nations, that is the reason Indonesia have to make well
preperationforthis.HerearetheprinciplereasonoftheestablishmentoftheAECisto
make:
1. ASEANasasolitarybusinesssectorormarketandinternationalproductionbase
withcomponentofamoreliberatedofgoods,services,investment,educatedlabor
andfreercapitalstreams.

Example:PeopleorentreprisesinASEANareallowedtoconveycapitaltoclaim
orsetupanewcompanyinsidetheASEANnations.

2. ASEANasaregionwithahighlevelofcompetitivenessoftheeconomy,including
competitionrulesinthefieldofconsumerprotectionandintellectualpropertyrights,
infrastructuredevelopmentcomponent,taxation,andecommerce.

Example: Supporting the infrastructure such as build up anew modern sea or


airport,highwaysandtollroad,communicationandinformationtechnologyandso
forth,isthebasicideatosupportit.Andtherewillbeobviousrulesontaxationand
thepushtodevelopbusinessecommers,eprocurementforgovermentneedand
onlinetrade.

3. ASEANsroleastheinitiatorintegrationofCambodia,Myanmar,LaosandVietnam
orcommonlyrefferedasCMLVcountriesandasaregionwithequitableeconomic
developmentforSME

Example: By joining the ASEAN, CMLV countries economic powers will be


helpedduetothelowestamongothercontriesintheregion.

4. ASEAN as a fully region integrated into the world economy with elements of
organizedapproachandintegratedintheeconomicrelationsoutsidetheregionand
expandedparticipationinworldwideproductionnetworks.1

Creative economy has extraordinary oppurtunity to wind up of activator sectors to


capturetheadvantagesopeningofthisAEC.Duringthiscreativeeconomycontinues
creatingasthedevelopmentofinformationtechnologywhichgavebirthtoanewform
of creativity in the form of creative industries based on local culture and science.
Creativeeconomyisnotjustaboutthecreationofeconomicvalueadded,additionally
the production of added value in the social, cultural, and ecological. The creative
industriesareasubsystemofthecreativeeconomythedrivingforceincreatingthese
values.
OneofthemainfundamentalfactorsthattriggeresthegrowthofeconomiinIndonesia
istherapidprogressofindustryofcreative.Thegrowthofcreativeeconomywasstated
onstatisticsbyBadanPusatStatistik,itwasshowed that in2013 thegrowthrateof
economy reached 5,76%,while theeconomicdevelopment rateinIndonesia wasjust
5,74%,itisshowedthatthegrowingrateofcreativeeconomyishigher. Even Mr.
AgungLaksonoasaformerCoordinatngMinister,orderedtogetgrowthtargetinthe
creative industries increased between 10%15% each year, so the purpose of
strengtheningeconomicdevelopmentwillbeaccomplished.
In2014,AbdulKadirDamanikasAdvisortotheMinisterofSMEsfieldCooperative
Applicationaddedtherewerearound57,9millionSMEsinIndonesia.Intheyearof
2016 estimated numer of SMEs continues to grow. During these SMEs have been
contributedtotheGDPat58,92%and97,40%foremployment.2
Creative industries in Indonesia was separated into sixteen subsectors, such as:
architectural

and

interior

design,

application/software

and

interactive

game

development, visual communication design, design product, fashion, movies, animation,


video, photography, crafts/handicrafts, culinary, music, publishing, advertising,
performing arts, visual arts, television and radio.Thegovermentsawcreativeindustry
1https://tax.thomsonreuters.com/blog/onesource/aec-2015-benefits-and-challenges-forindonesia/
2http://www.lisubisnis.com/2016/02/perkembangan-jumlah-umkm-di-indonesia.html
2

thatcomesfromSMEsasanalternativeeconomicwhichhasapotentiallyandtirelessly
strongofferrenewebelresources.TheconsistencyofIndonesiaseconomyisinfluenced
bytheactivityofSMEswhichalsoasoneofthebusinessareawhichcanstillprocessto
develop.AndtheroleofSMEisextremelyimportantfortodaysIndonesiaeconomy
situationregardingthegrowthofGDPbasedoneconomythatexpandingeachyearand
alsobasedontheunitbusinessquantityandemployment.

Table1.1DevelopmentsofSMEs20082012inIndonesia

Year
2008
2009
2010
2011*)
2012
**)

Business
(Unit)

Employment
(People)

GDPBasedon
MarketPrice
(TrillionRupiah)

51.409.612
52.764.750
54.114.821
55.206.444

94.024.278
96.193.623
98.238.913
101.722.458

2.613.226,1
2.969.346,2
3.411.574,7
4.321.830

GDPBasedon
Constant2000
MarketPrice
(TrillionRupiah)
1.165.753,2
1.212.599,3
1.282.571,8
1.369.326

56.534.592

107.657.509

4.869.568,1

1.451.460,2

Source:MinistryofCooperativeandSMEs
Note:*)Preliminaryfigures
**)Verypreliminaryfigures

Thecreativeindustryispartofgroup,thatconsistsofdifferenttypesofindustries,each
ofthemhaverelevancesintheprocessofexploitationofideasorintellectualproperty
andstockofknowledgeofits humanresourcesintohigheconomicvaluethatmay
createprosperityandjobs.AsweallknowIndonesiaisacountrythathasamyriadof
culinary from various regions with the characteristic of each which divers tourist
destinationsusedtoattractmoreforeighntouristtoindonesia.Inthemoremodernera,
theculinaryindustryinIndonesiahasnowevolvedintoacreativeindustriesplayan
importantroleinthedevelopmentofthecreativeeconomyofthecountry.
Fromthe16subsector,formerIndonesiaMinistryofTourismandCreativeEconomy,
MariElkaPangestusaidthatculinarywasoneofthelargestrevenuecontributortothe
creative industries, which amounted32,2%around169,62trillionrupiah tothetotal
contributionof thecreative industries toGDP in2011.3 This canbeseenfromthe
numberofcompaniesengagedinthefoodandbeverageindustry,bothMicroandSmall
3 http://gopanganlokal.miti.or.id/index.php/peran-strategis-industri-kuliner-bagipertumbuhan-ekonomi.
3

and Large and Medium Manufacturing. The average growth from 2010 2013 for
Micro and Small amounted 8,07%, while for Large and Medium Manufacturing
amounted3,56%.
Table1.2NumbersofculinaryIndustryofMicrotoMediumManufacturinginIndonesia

Scope
Microand
Small
Largeand
Medium

Subsector
Food
Beverages
Total
Food
Beverages
Total

2011
991.272
33.924
1.025.196
5.463
335
5.798

2012
942.610
53.674
996.284
5.662
345
6.007

2013
1.167.541
47.470
1.215.011
5.795
367
6.200

2014
1.198.491
44.694
1.215.011
5.793
344
6.137

Source:BadanPusatStatistik(BPS)Indonesia

Culinary industry would not grow without the support of the community. Creative
communityandstrongdemandwouldaffectthedevelopmentoftheculinaryindustry.
Indonesiaisestimatedtohave5,300traditionalculinaryspreadovermorethan17,000
islands.Culinaryhasgreateconomicpotentialevidentin2013contributedgrossvalue
addedintheculinarysectoramountedto208.6trillionrupiahwiththeaveragegrowth
of4.5% intheyear20122013.Thebusinessunitcreatedbytheculinarysector
amountedto3million,withtheaveragegrowthof0.9%.AccordingtoWorldTourims
Organizationin2013,about30%oftourismrevenuecomesfromculinarytourism.And
in 2014 the expenditure of culinary that tourists obtained is 19.29% of the total
expenditureoftouristsafterthetransportthatis49.78%.In2015Indonesia'stourism
foreignexchangegainof12.2billionUSDsothattherevenuefromtheculinarysector
approximately3.6billionUSDor47.5TrillionRupiah.4Bandungisoneofthecitiesin
Indonesia, which became a culinary tourist destination. This can be seen from the
numberoffoodandbeverageindustryinBandungcontinuestoincreaseeachyear,asin
thetablebelow.
Table1.3GrowthsofFoodandBeverageIndustryinBandung

Year
2008
2009
2010
Total

BusinessUnit
2.387
6.645
8.913
15.558

Employee
16.445
22.038
27.110
49.148

NumberofSales
496.484.000
634.694.400
512.937.600
1.147.632.000

Source:DepartmentofCooperatives,SMEsandIndustryTradeofBandung

4 http://www.kemenpar.go.id/asp/detil.asp?id=3134
4

Withtheaboveconditions,IMAMOBSSandwich&Coffeesawanopportunitytotake
part in the culinary industry. The company engaged in the culinary business of
productionandsellingproducts.Abusinessprospectinthehandcraftedsandwichand
coffeebasedindustrywasconsideredtobeverygood.Demandforthegoodscontinued
toriseasdrivenbychangesinlifestyle,forthegeneralpopulationwhohadlittletimeto
prepare meals and for the support of culinary industry to become one of creative
industry.
While theindustrycontinuedto grow, running aculinarybusiness,therewere afew
challenges.Thebarrierstoentrytheindustryledtotheemergenceofmanycompetitors,
creating atightcompetition. Competitionarises from several indicators, suchas taste,
price,etc.Inaddition,thethreatwasstrongenoughinthisindustry,becausethereare
someplayerswhohadlongbeeninthisbusinessthatcamefromabroad.
2. CompanyProfile
IMAMOBSSandwich&CoffeeisaSmallandMediumEnterpriseculinaryindustry
which produces and sells homemade product in original and fusion nonbakery
sandwiches and West Java coffee beans speciality, under the IMA MOBS Kitchen
brand.Itwasestablishedinearly2015,abrandextensionbyKeykoAudrinoandhis
twopartners,wholikesgoodfoodandcoffee,dreamingtrytodelivertheiridealismand
valuestowardscustomerthroughtheirproducts.ThefoundersdreamedIMAMOBS
SandwichandCoffeebecomeoneofthelargestWesterninspiredwithfastfoodtype
andWestJawaCoffeechaininBandungandIndonesiaasoneofthelargestlifestyle
brand.

Figure1.1LogoofIMAMOBSSandwich&Coffee

ThephilosophyofIMAMOBSSandwich&Coffeecolorlogo,are:
Black:
The black color is associated with strength, elegance, formality, sophisticated and
prestigiouscolor,andcanalsorepresentsexyandmysterious.It'sillustratesthatthis
company become sophisticated and prestigious, with a sexy and elegance food and
beveragesproductswhichexpectedtoaffectsthemindandbodybyboostingconfidence
inappearance,increasingthesenseofpotentialandpossibility.
Yellow:
Thiscolorrepresenttheshadeofdaylight,hopeandhappiness.Meanwhileotherstudies
statedthatthepurposeofyellowcolorusuallycanbewarmth,cheerfulness,increased
mental activity and also muscle energy. Itu usually encourage the communication,
improvethevisionandstimulatethenervoussystem.Thecompanyexpectedthatthe
companycanbringwarmthandcheerfulnessserviceforthecustomer,alongwiththe
expectationofimprovingcompanysvision.

Brightyellowisanattentiongettingcolor,thatswhythecompanycombineitwith
black, is creates one of the easiest color combinations to read and see from long
distances.
1. VisionandMission
1.2.1.1.

Vision
Becomethepioneersandthebigestofnonbakerystorewhichprovides homemade
sandwichesandpromotingWestJavabasedcoffeefromMalabarmountainindustryin
BandungandIndonesiareputationbyprovidingthebestquality, becamethemarket
leader in the industry and participated in maintaining the environment and social
relationships.

1.2.1.2.

Mission
IMAMOBSSandwich&CoffeemissionistoofferhomemadesandwichesandWest
JavacoffeetothepeopleinIndonesia,especiallyBandungwithafusiontastesensation,
usingbestqualityofrawmaterials,thebestservice,nopreservativesuseandusingthe
authenticmethodinprocessingoftheproduct.

TobethefirstsandwichandcoffeeshopinBandung

Tobethefirstnonbakerylocalmadewheatbasedsandwiches

To continious providing coffee from west java, specifically from malabar


mountain

Toconstantlyimproveproductandservicequality

Togivethequalityofaworkandcompetitiveadvantages

Toofferanewlifestyleexperiencesinfoodandbeveragesindustry

Tobuildastrongbrandincustomermindthatlastfordecades

Toprovideahighqualityandpeculiarproductswithexcelentfastfoodservices.
2. OrganizationalStructure

IMA MOBS Sandwich & Coffee still runs by the owners, Tony Martawidjaja is
reponsibleforthefoodandbeveragesproductsanddevelopment,theotherowner,Disa
Sandhiisreponsiblefortheaccounting.Andthelastperson,KeykoAudrino,incharge
7

asaGeneralManagerasadecisionmakerandcreatingstrategies,alsoresponsiblein
marketing activities and operational, who supervises two Head Divisions. Due to
limitationofahumanresources,thecompanymaximazingtheexistingresourcesby
givingthestaffanadditionalresponsibilityandjobdesk.Inexecutingfinansialreport
General Manager is assisted by Administration who make a simple daily sales and
collectallthepurchasingandreceivingdatareports,whichhesmaindutyisabartender.
HeadBarwhoresponsibleforthebeveragesproducts,suchascoffeeasoneofthemain
products,teaandjuicesasacomplement,alsoassignedtoassisttheGeneralManager.
HeadKitchenisresponsibleforthefoodproductions,whodirectlyrelatedwiththe
otherownerwhoresponsiblefortheproductdevelopment,ishelpedbytwocook,who
also incharge to make a stock report and inventory report. On the other hand,
PurchasingandReceivingishandledbyonepersonincharge,whoalsoworkedasa
runnerorallarounddutyinthecompany.Thecompanywanttokeepthestructure
simpleforfasterdecisionoftheirbusinessdevelopment,eventhoughstillrequiresafew
changesinthefutureinsomeareas.

CEO/Chiefof
Product
Development

CEO/General
Manager

HeadBar/
Supervisor

HeadCook

Cook/
Inventory

CEO/Chiefof
Finance

Allaround/
Receiving&
Purchasing

Barista

Figure1.2StructureOrganizationIMAMOBSSandwich&Coffee

3. CompanyResource
IMA MOBS Sandwich & Coffee resources are separated into two classification,
intangibleandtangible.Thedetailwillbeexplainedasthefollowings:
1. Intangible
8

a. HumanResources

Internal
Torunabusinesswithapartnerisatremendouschallenge.Theremustbe
asimilarityinvisionandalsothepassionamongthepartners.Theideaof
IMA MOBS Sandwich & Coffee was originally founded by the all
owners.Andthistimethecompanyteamupwithanewpartytobecome
their investor. The staff are also has a crucial role for the company,
withoutthem,theoperationalwontrunningproperly.

External
Company relationship with external resources are with suppliers and
customers,makingagoodconnectionandcommunicationbypayingbills
regularlyforsuppliersandaftersalescommunicationswiththecustomers.
Agoodrelationswiththeneighborsareequallyimportant.

b. Marketing
Buildingabrandonthesocialmediainmarketingstrategyisthemainfocus
from IMA MOBS Sandwich & Coffee. Started their promotion channel
using Instagram, Twitter, Google+ and Facebook Fanpage. The company
usesInstagramasitsmainpromotionchanneltoreducemarketingcostand
toaimcustomerloyaltybycreatingagoodcommunicationandinteractivity
betweenadministratorandfollowers.WhileFacebookpageisforcustomer
togaindeeperinformationaboutIMAMOBSSandwich&Coffee.Allof
these social media are connected each other, so when the firm posting
somethingitwillconnectspreadtoallsocialmediaaccount.Nevertheless,
online networking still less effective because the social media is rarely
updated, although the social media being renewed, it doesnt have any
regularcontentanduseanymarketingorpromotionplan.

Figure1.3SocialMediaofIMAMOBSSandwich&Coffee

IMA MOBS Sandwich & Coffee also connect with Foursquare and
Tripadvisoraccounttocollectrealtimecustomersreviewsandtracingthe
numberofpeoplewhohasvisitedthestoreandspeciallyforGoogleMap
andWazeaccounttogaininformationaboutlocationmoreeasilyanddirect
ittothestore.

10

Figure1.4Foursquare,WazeandGoogleMapofIMAMOBSSandwich&Coffee

2. Tangible
a. FinancialResources
TheinitialcapitaltosetupIMAMOBSSandwich&Coffeecamefromthe
investorbyinvestingthroughbuilding,interiorandequipment.Theamount
ofinitialcapitalrequiredisaboutIDR250.000.000,.Theinitialcapitalwas
intendedtorentthebuilding,redesignthebuilding,interiorandawiderange
ofcoffeeandkitchenequipment,whilestockofrawmaterial,packagingand

11

the costs fortheemployeeisbeingpreparedbytheIMAMOBSKitchen


company.
b. Equipment
Instartingaculinarybusiness,acompanymustownalotofequipmentthat
isrelatedtocookingandmixingdrinks.Furthermore,thecompanyaloshas
completedrebuildandredesignbuildingasitsoperationalstore.
Theinvestorhadinvestedmostofitscapitalintotangibleassets,suchas
food stall for events, kitchen equipment and utensils and other utilities
relatedtoproductionandserviceactivities.Thefollowingtableisthenon
detaillistofIMAMOBSSandwich&Coffeeinventory.
Table1.4InventoryListofIMAMOBSSandwich&Coffee

No

Items

3KgLiquidPetroleumGas
50KgLiquidPetroleum
Gas
CashierTable
Chair
CoffeeGrinder
CoffeeMachine
ComputerSet
CondimentStation
CoolBox
EventsFoodStall
Freezer
GriddlePlate
Juicer
KitchenUtensils
LargeContainers
MediumContainers
Microwave
Mixers
Oven
Packaging
ProfesionalGriddle
ProfesionalStove
Refrigerator
ShowcaseChiller
SingleStove
SmallContainers

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26

Qt
y
4

12

Condition

Owner

Good

OfficeInventory

Good

OfficeInventory

1
45
2
1
1
1
2
1
1
2
2
176
13
26
1
1
1
677
1
1
1
1
1
67

Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
Good
NeedRepaired
Good
Good

OfficeInventory
OfficeInventory
Investor
Investor
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
Partner
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory

27
28
29
30

Speakers
Table
UndercounterChiller
WorkingTable

2
9
2
1

Good
Good
NeedRepaired
Good

OfficeInventory
OfficeInventory
OfficeInventory
OfficeInventory

4. InternalBusinessProcess

RESEARCH &
DEVELOPMEN
T

PRODUCT
SAMPLE

RESPONSES

MARKETING &
SALES

PRODUCTION

Figure1.5InternalBusinessProcessofIMAMOBSSandwich&Coffee

Thosearetheprocedures ininternalbusinessprocessofproducts,thatthroughfew
phases,whichdescribedbelowbyorderly:
1. ResearchandDevelopment
Exploring, testing and developing wild ideas or an outgrowth of a sample
obtained from the Television or internet, made for current market trend or
attemptingmakeanotherone,sincetherearejustafewcompetitors,meanshasa
huge chance to create a appropriate sandwich and coffee products, while
projectingitsproductioncostandsellingprice.
2. Produce
Producingdummy product,afterthe recipes is temporary fixedbytasteand
prices.

Publishingateaserthroughsocialmediabyashortvideoorimagesorto
bringthistemporarynewproducttoafoodeventtogetapublicresponseasa
sampleproduct.

3. Responses
13

Percievehowmarketrespondtowardsthisnewproduct,fromtheirpositiveand
negative comments or its selling during the food event to see the market
analysis,measureandtweaktherealtargetmarket,alsoasadjustingtheformula
(ifthere'sany)basedoncustomersuggestions.

4. Production
Recordingandmonitoringthedemandthecontinuityoftheproduct.Afterthe
newrecipegettobesettled.Startpurchasethenewingredients,withasmall
quantity yet ready stock. However, evaluation is still continuing due to
performancesituatedinitsprofitabilityandpopularity.
5. MarketingandSales
ConductingMarketingandSalestodrawincustomersandrevenues.However,
theefficiencyofmarketingplanisstillbecomeoneofthecompanyissues.The
lacking of graphic design has resulted a difficulty in creating an interesting
visualadvertisementcontenttobepostedonsocialmedia,consideringtheCEOs
firm doesnt have any design skills. Furthemore, since the marketing is just
runningbyoneperson,thevastmajorityofthetimesGeneralManagerdoesn't
havetimetocompletethemarketingtasks.

5. DistributionChannel

SUPPLIER

PRODUCE
RS

BUYER

Figure1.6DistributionChannelofIMAMOBSSandwich&Coffee

Alegitimateproductdistributioncancreateapositivevaluethatimpactstheeffective
andefficientforthefirm.Currently,theeffortsrunningbyIMAMOBSSandwich&

14

Coffee to reach customers is by maximizing of direct sales. The figure above


demonstratesthedistributionchannelsteps.
Thestepsbeginfromthesupplier,thentheywillobtainthelocalandimportedraw
materialssuchasspices,vegetables,cheese,meats,poultryandanyotherrawmaterials.
Otherthanthat,thereis alsogreenbeans,kitchentools orpackagingsupplier.The
procedureiscontinuedbyproducing,atthispointallrawmaterialsarepreparedinto
endproductsorintosemifinishedproductthenstoredtofreezerorchiller.Onceready,
theproductwillbedistributedtocustomersdirectly,byutilizingthecashandcarry
system.
3. BusinessScope
IMAMOBSSandwich&Coffeeservesadistinctwesternfusionfoodspeciallyinbread
andbeveragesparticularlyinthecoffeebusiness.Providingafastservice,friendlystaff,
comfortable atmosphere where every customer can have a decent quality food and
service.Thecompanywill offeranextensivevarietyproducttothecustomer,with
sandwichandcoffeeasitscoreproduct.Manualcoffeebreworsemiautomaticcoffee
brew of all sorts will be offered. Tea and soda and nonalcoholic beverages also
available. IMA MOBS Sandwich & Coffee also serve breakfast until supper. The
companyarefocusingondevelopingoncoffeeproductandbreadbasemenu suchas
seafoodbasedsandwich.
Theinteriordesignofthebuildingisprojectingarusticconcept.Thesitesizeda25m
long and 3,5m wide, devided into 2 areas, non smoking with air conditioning and
smoking room with a semiopen area. All areas have small table and chairs. The
populatedareaintheBuahBatuareaarefilledwithyouthful,upwardly,mobilepeople
withexpendableincome.TheproductsofIMAMOBSSandwich&Coffeecanbeseen
onfigure1.4below.

15


Figure1.7TheproductsofIMAMOBSSandwich&Coffee

4. BusinessIssue
Recently,culinaryindustryinBandungisoneofthemostcompetitivemarket,dueto
thehighnumberofnewculinrybusiness.Thereareconsideralblestartupcompanies
16

whichcannotsurviveduetomismanagement,productunattractiveness,oranyother
differentfactors.Mostofthemwentdownaftertwoyearsoperating.Astocompany
condition, there are several business issues that should be concerned about, are as
followings:

Bandungiswidelyknownasculinaryparadise,SandwichandCoffeethemeisalso
recently popular among its citizen. In public mind, Sandwich is identical with
burgers particularly from McDonald or Coffee identically from Starbucks, while
thereareplentykindofsandwichandcoffeebeans,suchasicecreamsandwichor
westjavabeansforinstance.Furthermore,whenIMAMOBSSandwich&Coffee
triestoeducatethemarketaboutthevarietyofsandwich,thevastmajoritythinksitis
thesameasHotdogorburger.Thesecreatedabiasbetweentheseproducts,which
hasbroughtadifficultytodelivertheproductsintothemarket.Differentwithcoffee,
nowadayscoffeeisgettingfamed,butnotthemajorityofthecoffeeshopinBandung
promotethewestjavacoffee,mostofothershopstillpromotingimportcoffeebeans,
sothecompanywillconcentratingonwestjavacoffee.Allofthisthingisknownby
direct interview with the customers who went the store. The market education
attemptwasalsodifficulttobedonebecauseofthelackingofmarketingactivities.

Havingauniqueandmemorableproductshelpsthecompanybuildagoodbrand
awarenessandcreatealongtermpositioninthemarketplace,however,becauseof
thelackingofmarketingactivities,thecompanysbrandawarenssisrelativellow.
Strenghtenedbythedatacomparisonthenumberofsocialmediafollowersbetween
thecompanyandcompetitors,asinthetablebelow.
Table1.5ComparisonthenumberofsocialmediafollowersbetweenIMAMOBSSandwich&
Coffeeandcompetitors

Brands
IMAMOBS
Sandwich&Coffee
TwoHandsFullCoffee
TwoCentsCoffee

290

Twitter
(Followers
)
37

Instagram
(Followers
)
1681

934
1007

254
351

8045
8131

FacebookFanspage
(Likes)

17

In11monthsoperation,IMAMOBSSandwich&CoffeereachedatotalofIDR
373.440.000, in revenue. From December 2015 to February 2016, the firm
generatedrevenueonlyfromfoodstalloperation,duetowaitingthestorefinished.
FromMarchtoJuly,thefirmmovedinsidetothenewbuilding.NearlyreachIDR
200.000.000,after5monthsoperation.InMei,thecompanyreturnstoparticipatein
somelocaleventstogetmorerevenues,gainedalmostIDR25.000.000,foronly
onedayoperation.However,sincethecompanyhadfacedanissuesincemovedto
thenewbuilding,thesalesearningisbelowtargetrevenue,resulteddifficultytogain
profit.ItcanbeseeninFigure1.6below.

ActualVSPlanned

Figure1.8IMAMOBSSandwich&Coffeeactualvsplannedrevenuechart

Businessissuesabovecausesomeimpacts,suchasnotachievementofsalestargets,
low brand awareness, high discarded materials, lack of marketing activities, the
unbalanceofincomeandexpensesandlowprofitsobtained.

5. ResearchObjectives
ToformulatethebestbrandingstrategyforgrowingandsustainingthebusinessofIMA
MOBSSandwich&Coffee, thecompanydefiningabusinessissuefirst,soitcanbe
determinedtheproblem.Thisresearcharefocusedtofindtherightbusinessstrategy

18

withtheaimtoimplementasolutiontoresolvetheexistingproblemsandachievethe
expectedgoals.
6. ResearchQuestions
Accordingtotheresearchobjectiveabove,theresearchquestionsare:
1. WhatareinternalandexternalfactorsaffectingIMAMOBSSandwich&Coffee?
2. What is the best strategy to solved business issue of IMA MOBS Sandwich &
Coffee?
3. WhatarethestrategicstepsforimplementingtheformulatedstrategyofIMAMOBS
Sandwich&Coffee?

7. ResearchLimitation
Thetopicsthatarediscussedinthisfinalprojectarelimitedtostrategiesformulation
andimplementationplan.IMAMOBSSandwich&Coffeeisastartupbusiness,sowill
notdiscussthedetailsoffunctionalstrategiessuchashumanresources,financeand
operations.

8. ResearchOutline
This research consists of four chapters. The Chapter I illustrate the background of
general business situation, company profile, and the business issues faced by the
company. In Chapter II, the business issues will be exploring more deeply by scanning
internal and external environment to proceed SWOT analysis. Then in Chapter III, this
research will be discussed about the strategy formulation for the business issues,
choosing the best strategy based on the SWOT analysis. Finally, Chapter IV will explain
about the implementation plan of the strategy and its schedule that will be executed by
the company.

19

2. BUSINESSISSUEEXPLORATION

1. ConceptualFramework
Aconceptualframeworkisnotmerelyacollectionofconceptsbut,rather,aconstructin
whicheachconceptplaysanintegralrole.AccordingtoMilesandHuberman(2014:
440),aconceptual frameworklaysoutthekeyfactors,constructs,orvariables,and
presumes relationships among them. A conceptual framework provides not a
causal/analyticalsettingbut,rather,aninterpretativeapproachtosocialreality.
The external and internal factor is a legitimate business key definition process to
construct a practical business. Information must be gathered to utilize external and
internalenvironmentaltofilteringandfigurethesystems,todecidestrength,weakness,
opportunities,andthreatsthatisfacedbyIMAMOBSSandwichandCoffee.
Theconceptualframeworkcanbedescribedasfollows:
a. BusinessIssueIdentification:
Performedinchapter1todecideissuesthatinfluencethecompany,completedby
examiningtheexecutionofthecompany.Itisthecoreofthediscussionthatwillbe
tendedto.
b. EnvironmentalScanning
Environmentalscanningconsistofinternalandexternalenvironment.Thedatacan
be gathered from primary or secondary data. The internal environment scanning
incorporatesmarketingmixandSegmentation,TargetingandPositioning.Then,the
externalenvironmentincorporatesPorters5forcesanalysisandcompetitoranalysis.
c. ExternalEnvironmentalScanning
Externalenvironmentalscanningisanexaminationofexternalelement,usingPorter
5sAnalysisconcernedtothefirm.Thecompanyaffectthetaskenvironmentthat
20

includefivekeyscompetitiveforcesfromMichaelPorter'smodel:Threatofpassage,
Power of Suppliers, Power of Buyers, Threats of Substitute, and Rivalry among
ExistingCompetitors.Moreover,CompetitorAnalysis.

d. InternalEnvironmentalScanning
Involvesanexaminationofinternalelements.Inthisresearch,thecompanyintended
to proposed the diffence between quality and shortcomings. By utilizing current
marketing Mix, STP (Segmentation, Targeting & Price) and 7Ps (Product, Price,
Place,Promotion,People,Process,PhysicalEvidence).
e. RootCauseAnalysis
Basedonthedataobtainedfrominternalandexternalenvironmentscanning,aroot
causeanalysiscanbedrivenusingthecauseeffectgraph.Thisstagewasdonetoget
whatwastherootcausetoIMAMOBSSandwichandCoffeeflowconditionthat
willbediscussedlatertodiscoverthebusinessarrangement.
f. SWOTAnalysis
Afterknowingthecompanyconditionusinginternalandexternalanalysis,itwill
describe companys strength, weakness, opportunity, and threats. SWOT Analysis
willrecognizespecificpurposesthathaveshookthecompany.
g. StrategyFormulation
UsingSWOTAnalysis result, as apresent positionofIMA MOBS Sandwich &
Coffeethatcanbecreatethebestpossiblestrategy,whichwillbeproducedashort
timelaterinaccordancewiththebusinessissuesthatshouldbeovercome.
h. StrategyImplementation
The selected strategies are put into an action plan that consist of programs and
procedures which need to be accomplished, including sequential steps that need to
finish the tasks. The strategy itself can occurs as marketing, human resource, or any
other strategy. It relies on upon the result of the root cause of Taco Loco business
issue.
21

ConceptualFrameworkofthisresearchcanbeseenonFigure2.1.
BUSINESS ISSUE

SCANNING THE ENVIRONMENT

EXTERNAL ENVIRONMENTAL SCANNINGINTERNAL ENVIRONMENTAL SCANNING

Porters 5 Forces
Competitor Analysis

Marketing Mix 7P

STP

ROOT CAUSE ANALYSIS

SWOT ANALYSIS

STRATEGY IMPLEMENTATION

Figure2.1ConceptualFramework

2. EnvironmentalScanning
KazmiinStrategicManagementandBusinessbook,statedthatthekeypeopleinside
the internal and external environtment within the company perform a monitoring,
evaluatinganddisseminatingofinformation,italsoactsastheprocessofanalyzingand
collecting for tactical or strategic purposes, which is reffered as Enviromental
Scannning.
Theenvironmentalscanningprocessenvolvesobtainingbothfactualandsubjectivedata
andinformationonthebusinesssituation,whichiscompanyoperatingorconsideringto
enter. Inaddition, inperspective oftheexamination, there arerelationship between
environmentalscanningandadvantageswhichcanbeearnedbythecompany.
22

1. ExternalEnvironmentalScanning
Thegoalbehindexternalenvironmentalscanningistorecognizekeycomponentsat
outsidethefirmthatareconsideredasapossibleimpactontheopportunityandthreats
forthecompany.What'smore,externalenvironmentalscanningadditionallyperforms
inattempttomanagetheissuesconfrontedbythecompanygenerallytodiscoverthe
form, function, and linkages between parts.5 External environmental scanning is
separatedintosocietalenvironmentandtaskenvironment.
2. TaskEnvironmentalScanning
Taskenvironmentdirectlyeffectonthecontinuityofthecompany.Taskenvironment
shaped by Michael E.Porter is impacted bythe basic five level competitive force,
knownasPorter's5ForcesModel,thethreatofnew entrants,bargainingpowerof
buyers,bargainingpowerofsuppliers,threatofsubstituteproducts,andrivalryamong
existingfirms.Withthefivebasiccompetitiveforces,thecompanycancomprehendthe
structureofthebusiness,servethecustomersandexpandbenefits.

Figure2.2Porters5ForcesModel

To decide the intensity of Porter's 5 Forces it will be determined by utilizing the


questionsandanswersdistributedbyColeEhmkeetal.publishedPurdueUniversity.
Markersofevaluationas ananswer"YesorNo"andeveryinquirywillbegranteda
5http://elearning.gunadarma.ac.id/docmodul/managemen_strategik/bab4_analisis_lingk
ungan_eksternal.pdf, accessed on April 16, 2014.
23

scorewithascopeof1(Low),2(moderate),and3(High).Thescoreisdictatedbyhow
strongtheimpactoftheconditionbeingreferredtoagainst IMAMOBSSandwich&
Coffee.Thescoreofeachquestionswillbeorderedintoclasses:Low(1,00to1,67),
Moderate(>1,67to2,37),andhigh(>2,37to3,00).
a) ThreatofNewEntrants
In most of industry, specially in culinary industry, larger company have a lot of
advantage in minimizing cost through economics of scale. The overall cost can be
reducedifthefirmscanoffermoreproducts,sincethefixedcostisthesame.Therefore,
heavyinvestinginmarketdevelopmentissuggestedinthisindustry.Porterstatedthe
threatofnewentrantsinthisindustrydependsonthethestatureofentryboundariesthat
areavailableandtherespondfrompartners.Andallofthesenewentrantsbringnew
capacityandalongingtogetmarketsharethatputspressureoncost,pricesandthe
venturerateexpectedtocontendtoanindustry.Inordertohaveadeeperanalysisinthis
section,severalquestionhasbeenprocessedasshownonTable2.1.
Table2.1ThreatsofNewEntrantsInterview

No
.
1

Answe
Score
r
No
3
Doyouhaveanyuniqueprocessthathasbeenprotected?
Havent done any pattent protection for brand or product, eventough the
govermentgivealotofprogramabout IntellectualPropertyRightsbuthas
notbeenapriorityforthecompany.
No
3
Arecustomersloyaltoyourbrand?
Notyet,oneofthereasonisthecompany brandawarenesshasnotbeen
strongenoughyet. Inthisindustrytherearequitealotofcompetitorsso
there aremanyoptions forthecustomer.Inaddition, there aresomeold
playerswhoalreadyhaveabignameandwellknownamongcustomers.
Yes
2
Aretherehighstartupcostforyourbusiness?
Duetohavingaproperandpermanentspotsothecompanynowhavea
professionalkitchenequipmentandamoreadequateplace,thusrequiring
substantialcapital.
Isthereanycriticalprocessorproceduretoyour
Yes
2
business?
There is a procedure or technique that is very critical in maintaining a
business in this industry, for example, the nearness of a few Indonesian
governmentdirectionsonfirmintheculinaryfieldissuedbytheMinistryof
HealthofIndonesia.
Isthereanycriticalprocessorproceduretoyour
Yes
2
business?
There is a procedure or technique that is very critical in maintaining a
24
Questions

No
.
6

business in this industry, for example, the nearness of a few Indonesian


governmentdirectionsonfirmintheculinaryfieldissuedbytheMinistryof
HealthofIndonesia.
Willnewcompetitorshavedifficultyinacquiringneeded
No
3
inputs?
Tomaintainabusinessinthisindustryisbolsteredbytheaccessibilityof
crudematerials,accesstoawideconveyancechannel,timeandcostrequired
forR&Disnotveryhuge,andadvancementoftheitemsofferedareentirely
simpletodo.

Questions

Answer

Score

Willitbedifficulttonewentrantstohaveenough
No
3
resourcestocompeteefficiently?
Thefundamentalassets,forexample,crudematerialsanddifferentassetsare
accessible.Tocontendeffectively,adjustingmustbeperformedinsidecost,
expansiveorganizationshavegenerallybringdownCOGSsinceithasavast
generation limit, to adapt the circumstances the fresh introductions can
minimizetheoperationalexpensesofcreation.
7 Arethereuniqueassetsneededtorunyourbusiness?
Yes
2
Tomaintainabusinessinthisindustrythereisnoaremarkableresourceand
hardtoget.Vitalresourcethatmustbeheldforrunningbusinessinthis
industryiscreativity.
8 Willnewcompetitorshavedifficultyinacquiring
No
3
customers?
Inthisindustryaccesstoconveyancechannelswide,forexample,through
affiliates,conceptstore,generalstore,canevenuseonlinenetworkingto
makeitsimplertoachievetheclient.
Basedonthecalculationresultsoftheaboveanswersyesorno,valuetothethreatof
newentrantsisat2,625soitcanbecategorizedinahighlevel.

b) BargainingPowerofSuppliers
Competitionisagameinwhichnormally,oneplayerlosesattheexpenseoftheother.
Amoveonthepartofaplayermaycauseotherplayertomakecountermovesorinitiate
effortstoprotectthemselvesfromthedangerposedbytheinitialmove.Inthismanner,
firmswithinanindustryaremutuallydependant.Thesituationinanindustrykeeps
changing with the actions and reactions andreactions of the constituent firms.The
desiretobethemarketleaderortocorneraleadermarketshareleadstorivalryamong
competitions in an industry affects the competitors within that industry. When the
25

rivalryisweak,thereislikelytobelessercompetition,whensuchrivalryishigh,the
levelofcompetitionishigher.(Azhar,2009)
TheneedsofIMAMOBSSandwichandCoffee'sitemfromthesuppliersuchastheraw
materialisentirelybasic,thecompanydoesnthaveanyspesificrareitemneedsfrom
thesuppliers.Itmeans,thefirmcouldpurchaserawmaterialseffortlesslyfromthe
traditionalmarket,grocerystoreorothersuppliers.Since2015,Thefirmgetitsmost
materials from suppliers or if there is a sudden needs it can easily get from the
traditionalmarketorsupermarket.Thischoicewasmadeonconsiderationthoughtof
human force in the company, competitive cost between supply channels, and the
measureofitemrequest.
Table2.2BargainingPowerofSuppliersInterview

No
.
1

Answe Scor
r
e
Yes
1
Aretherealargenumberofpotentialinputsuppliers?
Thereisalotofsupplierintownwho'sgiventheserequirementsthatare
sufficient to facilitate IMA MOBS Sandwich and Coffee to get the
important necessities. The cost offered by the supplier is additionally
exceptionally focused. What's more, abroad suppliers additionally
improvethewaytowardgettingrawmaterialsandequipments,forthe
typicalofthesuppliershavesitesthatshouldbepossiblewiththeway
towardpurchasingonlineandthegoodswillbesentbythesupplier.So
also, the installment procedure should be possible through bank
exchange.
Aretheproductsthatyouneedtopurchaseforyour
Yes
1
businessordinary?
Thematerial item required intheproduction procedureis notspecial,
such a large number of suppliers that backing and satisfy those
necessities.
Doyourpurchasesfromsuppliersrepresentalarge
No
2
portionoftheirbusiness?
IMAMOBSSandwichandCoffeeisanewsubbrand,howeverithas
madetheprocedureofproductioninlittletomediumamounts,inthis
way the buy of raw materials made in generally medium quantities,
becauseofsomesandwichmenuasofnowhavefansfollowinglongtime
prior.
Woulditbedifficultforyoursupplierstoenteryour
No
3
business,selldirectlytoyourcustomers,andbecome
yourdirectcompetitor?
Thecompetitorcanbeeasytogetintothisbusiness,becausebusinesses
intheculinaryfieldisonethatisveryeasytogetinto,especiallythe
Questions

26

supplierhassufficientavailabilityofrawmaterials.Perhapsthesupplier
requiresgoodpreparationintheformationoforganizationalmanagement.
5 Canyoueasilyswitchtosubstituteproductsfromother
Yes
1
suppliers?
Gettingrawmaterialsorequipmentforcookingormakingsomecoffeeis
relativelyeasytomaketheswicthtosubtituteproducts,itcanbereplaced
fromonebrandtoanother,butitsbettertouseanothersupplier,different
pricehoweverthepriceisnotmuchdifferent.
6 Areyouwellinformedaboutyoursuppliersproduct
Yes
1
andmarket?
Normallythesuppliersprovideitemtestsorpointbypointdataaboutthe
capacityandvalueoftheproductinordertoencouragethedetermination
oftheitemtobechosen.Also,thesuppliermarketsectorisnotentangled
ordifficulttogetit.
Basedontheabovecalculationresultsanswersyesorno,valuetothebargainingpower
ofsuppliersisat1,5soitcanbecategorizedasalowlevel.

c) BargainingPowerofBuyers
Powerfulcustomerscancapturemorevaluebyforcingdownprices,requestingbetter
quality or more service and generally playing industry participants off against one
another,allattheexpenseofindustryprofitability.Buyersarecapableiftheyhave
arrangingandnegotiatingleveragerelativetoindustryparticipants,particularlyifthey
arepricesensitive,utilizingtheircloutbasicallytopressurepricereductions(Porter,
2008:7). Ritson once stated that Supplier Power is determined by such factors as
significanceofproducttobuyer,switchingcosts,levelofsupplierconcentrationtoan
industryandthesupplierscapacitytoenteranindustry.
Asasubbrand,IMAMOBSSandwichandCoffeeisofferinganewproductstothe
businesssector.Thisturnintofavorablepositiontothefirmsincepurchasersjusthavea
fewofcomparisonwiththeitem.Mostofthecustomerarearrivesinasmallgroupof2
or6 personbuying 2 to4 items for every individual. They normally requested for
informationabouttheitemssinceitsgenerallynew.Bethatasitmay,inthelongrun,
theyrequesteditembasedontheadvisefromthecashierorfriendswhohavepurchased
theitemsbefore.Thegreaterpartofthemwouldreturnforanotherbuy.
Table2.3BargainingPowerofBuyers

27

No
.
1

No
.
5

Questions

Answe
r

Scor
e

Doyouhaveenoughcustomerssuchthatlosingoneisnt
No
3
criticaltoyoursuccess?
Doesnothaveaconsiderablemeasureofcustomers.Also,theindustryis
extremelycompetitive,soitshoulddependablyadjustinaccordancewith
the market preference or desire. Most clients are delicate to the cost
advertised. On the business player is not sufficiently sharp to adjust to
economicsituations,thentheclientwillbeeasytochangethetastesand
preferenceareviewedassuitablebecauseofthelowexchangingcosts.
Does your product represent a small expense for your
No
1
customers?
Sincemostoftheproductsofferedisroughlyexpensivebesidesthecoffee
pricess which is typically standard price. So, the company represent a
mediumexpensesforthecustomers.
Are customers uninformed about your product and
Yes
3
market?
Someoftheproductofferedisroughlycomplicatedduetothefusionfor
instance.
Yes
3
Isyourproductunique?
Thereareaconsiderablemeasureofbusinessplayersinthisindustry,so
thereisahomogeneousproduct,inanycase,inviewofthechosenmaterial
andoneofakindpattentproduct,thevastmajorityoftheoffereditemare
theaftereffectofextraordinaryimaginativegenerationsothefirmcanbethe
innovatorasopposedtoasfollowers.

Questions

Answe
r

Scor
e

Woulditbedifficultforbuyerstointegratebackward
inthesupplychain,purchaseacompetitorproviding
No
2
theproducts youprovide,andcompete directly with
you?
itisnothardforbuyerstoincorporateinreverseinthesupplychain,buy
acompetitor giving theitems wegive, andcontend straightforwardly.
Maybe they require more effort, for example, more prominent cost
required.
6 Isitdifficultforcustomerstoswitchfromyourproduct
No
3
toyourcompetitorsproducts?
Thereareaconsiderableamountofbusinessplayersinthisindustry,so
thatgivenumerouschoicestothecustomer.
ThetotalscoreforBargainingPowerofBuyersis15,withvaluesof2,5.Categorizedas
highLevelofBargainingPowerofBuyersforcestotheindustry.

d) ThreatofSubtituteProductsorServices
28

Asubstituteproductisanitemthatgivesoffanimpressiontoappearassomethingelse
yet meet the same need as another product. Sometimes its a troublesome task, the
identificationofpossiblesubstituteproductsorservicesimpliessearchingforproducts
or services that can perform the same capacity, despite the fact that they have an
alternative appearance and may not appear to be easily substitutable (Wheelen &
Hunger,2012:112).
A substitute plays out same or similar function as an industrys product by various
means.Substituteserviceorproductrestrainanindustrysprofitpotentialbysettinga
ceilingonprices.Ifanindustrydoesnotseparateitselffromsubstitutesthroughproduct
performance,marketing ordifferent means,it will suffer regardingprofitability and
oftengrowthpotential(Porter,2008:9).
Inculinaryindustry,subtituteproductisverydiverseandmany.Costisnotasignificant
thingforcustomertochangetosimilarorotherproduct.Forinstance,satisfyingthe
customerismostimportantthingforacompany,becauseadisappointedcustomerwill
easilychangetoanotherproducttofilltheirneeds.However,whenitcomestothe
companys product, a proper homemade sandwich, customers propably will face
difficulty in finding substitute product, since there are only a few preferences in
Bandung.Inturningintoanotherrpductorbrandswitchingcostosthemainfactorfor
mostofthecustomer.Ifoneproductputpricequitehigh,thecustomerwouldfinda
substitutewithlowerprice.

Table2.4ThreatofSubstituteProductsorServices

No
.
1

Questions

Answe
r

Scor
e

Does your product compare favorably to possible


Yes
2
substitutes?
Product such as rice or pasta is more basic instead of bread or
sandwiches,impliescomparableitemscanbeconsideredasasubtitute
products.Bethatasitmay,sandwichesnowadaysisgettingcommonand
understandforthefirmtargetmarket.
Is it costly for your customers to switch to another
No
2
product?
Substituteproductislikelytoofferrelativelylowerpricesandcustomers
facelowswitchingcosts.6
No
3
Arecustomersloyaltoexistingproducts?
29

The low exchanging cost will affect the level of customer loyalty is
likewisetobelow.Normallytheclientwillbemorefaithfultodifferent
itemsgotfromtheothersandwichandcoffeeshoporoldplayerswho
havehadanwellknownbrand.
ThetotalscoreforThreatsofSubstituteis7,thendividedwith3equalto2,33.Thisis
categorizedasmoderateLevelofSubstituteProductsforcestotheindustry.

e) RivalryAmongCompetitors
Inmanyindustries,corporationsarecommonlydependent.Acompetitivemovebyone
firmcanbereliedupontohaveanoticeableeffectonitsrivalssandthusmaybringout
retaliation.(Wheelen&Hunger,2012;112).
Rivalry among existing competitors takes numerous familiar forms, including price
discounting,newproductpresentations,advertisingcampaignsandserviceupgrades.
Highrivalrylimitstheprofitabilityofanindustry.Thedegreetowhichrivalrydrives
downanindustrysprofitpotentialdepends,inthefirstplace,onthepowerwithwhich
companies compete and second, on the basis on which they contend. Rivalry is
particularlydestructivetoprofitabilityifitgravitatesexclusivelytopricesinceprice
competition excahanges profits directly from an industry to its customers (Porter,
2008:9).
Pricingpolicy,packagemenuorcampaignsareimportantforthecompany,duetothe
rivalryoftheindustry.IMAMOBSSandwich&Coffeehaventdoneanythingabout
pricingpolicyordiscountprogram.Meanstherearehughriskforcompany,because
mostofcompetitoralreadyrunningamultiplepromotionthroughpackagemenuorpaid
advertisingonsocialmediasuchasInstagramads.
Table2.5RivalryamongCompetitors

No
.
1

Answe Scor
r
e
No
3
Isthereasmallnumberofcompetitors?
The culinary business is one territory of business that gets much the
considerationofbothgovernmentandsociety.Businessinthisindustry
keepsonexpandingeachyearandlovedbytheexpandingmarketinterest
for a sandwiches that is adored by the community. More and more
amount of stores that offer similar sandwiches and bread in Bandung
Questions

6 http://www.scribd.com/doc/3699043/BreadTalk-FinalReport, accessed on April 19,


2014.
30

specifically.
2 Isthereaclearleaderinyourmarket?
Yes
3
Thereisthebusinesssectorpioneerinthisindustry,theyhaveanacross
theboarddistributionandplayineveryoneofthesegments,inorderto
rule the business sector. Most of them have their very own full set
profesionalkitchenset,sotheyareeasytocreatelotsofmenu.
3 Isyourmarketgrowing?
Yes
2
Continuousgrow,supportedbythegrowingeconomyinBandung.The
productdemandalsoupgradingwhichisaffectedbythelifestyleofan
increasinglymodernanddynamic.
4 Doyouhavelowfixedcosts?
Yes
1
Relative
5 Canyoustoreyourproducttosellatthebesttimes?
No
3
Mostoftheproductisperishable,sothatcan'tbestoredoutstretchesof
timeandoughttobesoldasquicklyaspossible.Typicallythescopeof
items sold at a higher cost than COGS because the expected cost of
damaged food production can keep replaced. To keep up rivalry with
competitors ought to keep on following trend patterns and product
developments.
6 Areyourcompetitorspursuingalowgrowthstrategy?
No
3
Thecontendersmovedaggressively.Theyaresompetingtomakenew
itemsandapplytheblastingpatterninotherplaces.What'smore,they
likewisedoahugemarketingandofferingaggressiveprices.
7 Isyourproductunique?
No
3
Basicallymostoftheproducthaveincommon,butusuallytheslightly
difference is the development from other products, different bread or
differentkindofmeat.
8 Isiteasyforcompetitorstoabandontheirproduct?
Yes
1
Theexitcostarelow,soifitsnotconsideredprofitablecanbeabandoned
9 Is it difficult for customers to switch between your
No
3
productandyourcompetitors?
Theycaneasilyswitchingtothecompetitor
ThetotalscoreforRivalryamongcompetitoris22,devidedinto9withtheequalof2,4.
CategorizedashighLevelofRivalryforcestotheindustry.
f) OverallRating
Basedontheoverallindustryratingthatshownbelow,itcanbeassumedthattheforces
againstIMAMOBSSandwich&CoffeeisHigh.Theindustryhasahighscoreofnew
entrants.Inspiteofthefactthatnewcustomercaneasilycomeandgo,theydonthave
muchpreferences infindinganappropriateonestopsandwichspecialityandcoffee
provider, although these days there are plenty of competitor that provide a similar
product.Itmeans,thereareahugedangerforbeingreplacedbythecustomer.Thefirm
31

mustbeeffectivelygetthemarket.However,sincethespecificmarketofSandwich
FusionandWestJavaCoffeeisnotyetverymuchmade,theinterestisstilllow.
Asoneofthepioneerinfusionsandwich,thecompanyhasfavorableposition.The
bargaining power of customers is ideal since there are practically non identically
substituteproductsinBandung.Thequantityofdirectcontenderisstilllow.Thishas
broughtanopportunityandchancetothefirmtograbthemarketonceitscreated.
However,theparameterinfoodindustryisnotonlythetypeoffood,butalsotheneeds
andcapacitytoeat.Atthepointwhenindividualsgethungry,itsmostlikelyforthem
tofindforanysortoffoodorproductthatcansatisfytheirnecessities.Thiscondition
resultedahighforcesinrivalry.OverallindustryratingthatsummarizedPortersFive
ForcesonIMAMOBSSandwich&CoffeecanbeseenonTable2.7.
Table2.6TheSummaryofPortersFiveForcesAnalysis

Threatofnewentrants
Bargainingpowerofsuppliers
Bargainingpowerofbuyers
Threatofsubstituteproducts
Rivalryamongexistingfirms

High

Moderate

Low

3. CompetitorAnalysis
Adecentstartingpointincharacterizingacompetitiveframeofreferenceforbrand
positioningistodecidecategorymembershiptheproductsorsetsofitemswithwhich
abrandcontendsandwhichcapacityasclosesubstitutes.Thescopeofacompanys
actualandpotentialcontenders,inanycase,canbemuchextensivethantheobvious.
Forabrandwithexplicitgrowthintentionstoenternewmarkets,abroaderorperhaps
evenmoreaspirationalandoptimisticcompetitiveframemightbeimportanttoreflect
possiblefuturecompetitors(Kotler,2012;277).
IMAMOBSSandwich&Coffeeneedstogatherinformationabouteverycompetitor
strengthandweakness.Thefirmshouldtodeterminethestrategyandobjectivesofits
primaryrivals.Oncethecompanyhasrecognizeditsprimaryrivalsandtheirstrategy,it
mustbefollowedbymoreprofoundanalysistocharacterizethecompetitiveframeof
referencetoguidepositioning.
32

Inthedecadesthathavegonesincethebeginningofthemarketingera,competitionhas
increased. Technological advances haveenabled organizations to serve much bigger
geographicalareas...,theblastofinformationsourceshasmadetoday'sbuyersmore
sophisticatedandadditionallydemanding.(Harrell&Frazier,1999:21).
Itisdifficulttoachievetherequirementstomatchwiththefirmrivals,thepricestrategy
canbeeffortlesslychangedeitherbythefirmorvendors,alsobecausetheproductneed
to be adapt based on customers needs. However, current information about how
competitorsstrategycanhelpthecompanydistinguishdiverseapproachestodrewthe
customercloser.
Sandwichandcoffeethemeisconsideredasnewhypeinculinaryindustry,therearea
fewplayersinBandungthatthecompanyconsideredasacompetitor.But,therearejust
twocontendersthatwillbeanalyzedinthisresearchasdescribesasthefollowing:
a) TwoHandsFullCoffee
StartedbyLatteArtChampions.LocatedinJl.SukajadiNo.198Awithcombination
betweenrusticandindustrialunfinishedtouchbecametrendsincelast2years,even
though they moved to this new place. Their actual specialty is coffee yet they
providebigbreakfastmenuandsandwichesandofcourcseavarietycoffeemenu.
TwoHandsFullCoffeeofferedahighprice,howeverthiscoffeeshopisalmost
always full of coffee and breakfast lovers. An exceptionally decent ambience,
pleasantmusicplaylist,plusawidevarietyofmenumakeseverybodycomfortable.
Theyadditionallyoffersomecoffeetraining,whichisentirelyneededbythemarket
recently,especiallytrainedbyLatteArtChampions.
However,themarketingactivitiesthathasbeenrunningbythistopofthelinecoffee
shopisnotthatefficiently.Onceinawhiletheyupdatedtheirsocialmediaspecially
Instagram.PeoplewillnoticeTwoHandsFullsinceitissituatedinavitalspot
uptown.Withincoupleofyearsofoperating,TwoHandsFullhasunder253Twitter
followers,and8114followersonInstagram.
Basedon200respondents,86(43%)personclaimedthattheyknowaboutTwo
HandsFull,whiletheother114(57%)respondentneverheardaboutTwoHands
Full.24(28%)respondentfrom86individualswhohaveheardTwoHandsFull
33

knowitfromtheiroperationalstore,21(25%)of86respondentheardTwoHand
Fullfromrecommendationoffriendsorfamily,whiletheother22%gotinformation
fromonlineandofflinemedia.What'smore,just16(19%)respondentwhohave
gonetothestore.SeeFigure2.3fordetails.
HeardaboutTwhoHandsFull?

VisitTwoHandsFull

Never
HeardAboutit;43%

Visited

43%

NeverHeardOfIt;57%

57%

HaveyouheardTwoHandsFull?

#REF!

#REF!
184

90

80

51
4

Figure2.3SurveyResultTwoHandsFull

b) TwoCentsBrewBeliever
OneofthemostdiscussedcoffeeshopinBandung.TwoCentsoriginatedcame
from a huge company called Allora Group. Donwoori Suki, Sukitime and
KatjapiringarealsounderAlloraGroupwhichestablishedin2007.TwoCentshas
beenmovingaggressivelyduringitsfirstpropellingperiod.Takinganinterestin
numerous local events and connecting with clients in online networking. They
focusing on coffee also, they roasted it by them self so they have their own
particularhouseblendcoffee,andtheirpricerangealsoishighlyexpensive.Some
34

saytheircoffeedidnotmeetthedesire,theysimplyhaveabigstoreandsituatedin
thedowntownarea,aroundJalanRiau,withspecificmenufromsandwiches,pasta,
breakfast to dinner menu. Two Cents has 352 followers on Twitter and 8302
followersonInstagram.
Basedonasurveyto200respondents,24(12%)respondentclaimedthattheynever
heardaboutTwoCents,whiletheother176(88%)respondentwereknownofit.
Most of respondent claimed that they heard Two Cents from friends or family.
Furthermore,only8(4%)respondentwhoneverhavevisitedandtherest96%have
alreadyvisitedTwoCents.SeeFigure2.4fordetails.
HaveYouHeardTwoCents?

12%

Have You Visit?


Never Visited; 4%

HeardofIt
NeverHeard

88%

Visited; 96%

Have you heard Two Cents?


123

98

33

13
3

11

10

14

Figure2.4.SurveyResultTwoCents

c) IMAMOBSSandwich&Coffee
LaunchedonMarch2014atoneofbiggestfoodbazaarinBandung,startedwith
foodtruckconcept,andrentedtruck.IMAMOBSKitchenbelievesthecompanyhas
35

becomeoneofthepioneerofFusionSandwichfoodinBandung,duetotheincome
thatthecompanycangetisapproximatelyIDR20.000.000,toIDR40.000.000,
eacheventthatthefirmattended.Thefirmboughttherawmaterialsandmadeits
productontheirown,fromsoftbaguettetohomemadebarbequesauce.Thefirm
wasonlysellsSandwichastheirmainproduct,nothingelse.IMAMOBSKitchen
differentiated their product with cheese topping with the price range from IDR
35.000,toIDR45.000,.Itwas operated atJalan TamanSari,at the Embargo
parking lot for 3months, and then moved to Jalan Dago because the working
surroundingsdoesntsupportwell,atJalanDagooperatedforaround4months,then
closedduetocontractissuewiththelandlord,untilthecompanygetabiggerand
properplaceatJalanBuahBatuNo.59,andlaunchingthenewsubbrandIMA
MOBSSandwich&CoffeeunderIMAMOBSKitchen.Rightnow,IMAMOBS
Sandwich & Coffee has reached over 38 followers on Twitter, 1794 Instagram
followerandover292likesonFacebookfanpage.
Basedonsurveyto200respondents,144(72%)respondentclaimedthattheynever
heard,whiletheother56(28%)respondenthaveheardaboutIMAMOBSSandwich
&Coffee.114(57%)respondentclaimedthattheyknewIMAMOBSSandwich&
Coffeefromrecommendationofafriendsorfamily,40(20%)respondentknew
IMAMOBSSandwich&Coffeefromthetrespasser,46(23%)respondentknewthe
firmfromlocalevents,while112(56%)respondentknewIMAMOBSSandwich&
Coffeefromonlineandofflinemedia.Seefigure2.5fordetails.
HaveYouHeard?

HaveYouVisited?

Heard of it; 28%

Visited; 39%
Never; 61%

Neverheardofit;72%

36

Wherehaveyouheard?

112

57

45
26
9

19

21

22
1

Figure2.5SurveyResultIMAMOBSSandwich&Coffee

Basedonthesurveyresultstothesethreesimilarfoodandbeveragesbrandsthat
basedonsandwichandcoffeeinBandung,itcanbeseenfromthedatathatIMA
MOBSSandwich&Coffeehasthelowestbrandawarenessamongthoseothertwo
brands.ThisbecomesomeproblemsforIMAMOBSSandwich&Coffeetore
buildtheimageofbeingtheSandwich&CoffeebasedpioneerinBandung.See
Table2.6forfurthercomparisonamongthesethreebrands.
Indicators

TwoHandsFull

TwoCents

IMAMOBS
Sandwich&Coffee

Brand
Awareness

High

High

Low

Food:IDR40.000to Food:IDR35.000,to Food:IDR17.000,


IDR60.000,
IDR75.000,
toIDR78.000,
Price
Beverages:IDR
Beverages:IDR
Beverages:IDR5.000
Range
20.000,toIDR
5.000,toIDR
toIDR35.000,
35.000,
30.000,
Twitter:254
Twitter:351
Twitter:37
Followers
Instagram:8045
Instagram:8131
Instagram:1681
Channels Restaurant
Restaurant
Restaurant
LocalEvents
LocalEvents
LocalEvents
CoffeeTraining
Logo

Product

Sandwiches,

Sandwiches,
37

Sandwiches,

Breakfast,Coffee

Indicators

Breakfast,Pasta,
Coffee

TwoHandsFull

TwoCents

Breakfast,Coffee

IMAMOBS
Sandwich&Coffee

Photo
Product

Photo
Location

Figure2.5Comparisonbetweenthreebrands

4. SurveiResultAnalysis
Toanalyzed the opinion andcharacteristic ofthe IMA MOBS Sandwich &Coffee
customers a survey was conducted to to collect more information to improve its
productsandservices.Thisquantitativedatawhichconductedfrom200correspondents
willbeinterpretedintopiechartsandpercentagesforabetterviewandunderstandingof
theresultsfromthesurveyquestions.TheuseofLikertscalewasappliedtomeasurethe
opinions,perceptionsandattitudesofthecorrespondents.Belowisthesummaryofthe
surveywhichcollectedfromIMAMOBSSandwich&Coffeevisitors.
a. GeneralProfile
Basedonthe200surveycorrespondents,themajorityofthevisitorsarethosein
anagebracketof2029years(26%),followedbythe3039yearsofagebracket.
Theleastisthosewhoare50yearsofageandoverwith11%.Theinterestto
visitthestoreineveryageshownthatIMAMOBSSandwich&Coffeeisable
totoattractpeoplewithdifferentage.
38

Age

11%

8-19
15%

20-29
30-39

23%

40-49

26%

50+

25%

Figure2.6SurveyResultGeneralProfile

b. Product

Most Favorite Food


Sunrise Fighter
3% 4% 2% 10%

Moyes Shrimps
Buffalo Steak Sandwich
Egg In a Hole

25%

Mobs Platter
Crabby Crack

8%

48%

39

Ice Grim Sandwich

Most Favorite Coffe


11%

9%

6%
27%

13%

10%
24%
Americano

Cappucino

Caf Latte

Vanilla Latte

V60

Vietnam Drip

Hazelnut Latte

Figure2.7SurveyresultforProduct

Theresultshowsthat,BuffaloSteakSandwich(48%)isstillthemostfavorite
sandwichwhilethebreakfastmenuSunriseFighteristheleast2%,meanwhile
forcoffeemenu,Cappucinoisthemostfavorite27%andV60manualbrewis
theleast.
c. Price
Based on Figure 2.8 it can be concluded that the pricing strategy for IMA
MOBSSandwich&Coffeeisacceptable.66%ofthecorrespondentsagreethat
thefoodandbeveragepaidiscomparativewiththetaste,size,place,andspeed
ofservicethattheyreceived.

Food & Beverage Prices


Agree

Neutral

Disagree

7%
27%
66%

40

Figure2.8SurveyresultforPrices
Ontheotherhand,theminority(7%)believedthatthepriceisnotcomparative
sinceitisstilltooexpensive.
d. Place

Access to IMA MOBS Sandwich & Coffee


Agree

Neutral

Poor

5%

28%

67%

Figure2.9SurveyresultforPlace
OneofIMAMOBSSandwich&Coffeestrengthisitslocationthatisstrategic
andsituatedinthecity.Andtheresultissupportedfromthechart,whichstating
that 67% of the visitors agree that the company is accessible. 28% of the
correspondentsunbiasedwiththestatement,howeveratleastthereisonly5%of
thevisitorswhosaidotherwise.
e. Promotion
AlreadyexplainedinFigure2.5
f. People

41

Service Quality

14%

Good
Average
Poor

86%

Figure2.10SurveyresultofService

Tohavetherightemployeeswithastrongworkethicsissignificantlyimportant,
especially for IMA MOBS Sandwich & Coffee that needs to hire the right
personwithadistinctiveknowledgetodeliveritsproductsandservicesdirectly
tothecustomers.Fromthefeedbackofthesurvey,themajorityofthecustomers
83%aresatisfiedwiththeservice,whilenoneofthecorrespondentsdislikethe
service.
g. Process

Ordering Process
Satisfied

Neutral

Dissatisfied

13%
9%

78%

Figure2.11SurveyresultofProcess

Orderingprocessinthecompanyisbydirectlyordertocashieristheonlyway,
becauseatIMAMOBSSandwich&Coffeehavenowaitertotaketheorder.
42

Therefore,ahigh78%ofcorrespondentssatisfiedwiththesystemorder,there
wereonly13%whounsitesfiedand9%neutral.
h. PhysicalEvidence
Almostallofthecustomers,thatis78%ofthecorrespondents,agreethatthe
exteriorofIMAMOBSSandwich&Coffeeattractedthecustomertoenterthe
site,while12%ofthemneutral.From10%ofdisagreeofthesurvey,therefore
theexteriorofthestoreisoneofitssellingpoint.

Exterior to attract

Interior ambience
Agree

10%

Neutral

Disagree

Agree

12%

18%

Neutral
Disagree

15%
78%

67%

Figure2.12SurveyresultofPhysicalEvidence

From Figure 2.12, 67% of the correspondents stating that the visitors were
delighted with ambience of the store with 15% were unbiased with 18% of
disagree. We can conclude that the store interior is decent in delivering the
atmosphere and environment that customers expected for the business to
provide.
i. OveralSatisfaction

43

Overall satisfaction of the experience


Stron
gly
Agree

Agree

Aver a
ge

Dis ag
ree

Stron
gly
Dis ag
ree

Figure2.13SurveyresultofOveralSatisfaction

Overall,themajorityofthecorrespondents57%werereallysatisfiedwiththeir
experiencesatIMAMOBSSandwich&Coffeeandtheminoritiesof30%are
justsatisfied.With0%onothers,itisbelievedthatthefirmhassuccessfully
deliverandprojectingitsproductsandservicestothecustomers.Despitethe
overallsatisfactionontheirvisittothestoreisfavorable.
5. InternalEnviromentalScanning
Scanningtheinternalenvironmentisthesystematicevaluationoftheinternalfactorsof
acompany.Thisanalysisisexpectedtoidentifythestrengthofthecompanyinorderto
compete and improve or minimize weaknesses that could potentially be a limiting
factor.
6. Segmentation,TargetingandPositioning(STP)
The formula Segmentation, Targeting, Positioning (STP) is the essence of strategic
marketing(KotlerandKeller,2012:34).ThepurposeoftheanalysisofSTPistodecide
thepositionofabrandproductaccordingthecustomereyes.Customerwillevaluatea
product has a competitive advantage and values that are considered unique by the
customer.
1) Segmentation
Marketsegmentationistheprocessofdividingamarketintodistinctgroupsofbuyers
who have distinctive nececities, characteristics or behaviors and who may require
separateproductsormarketingprograms(KotlerandArmstrong,2012:49).Through
market segmentation, companies divide large, heterogeneous markets into smaller
segmentsthatcanbereachedmoreefficientlyandeffectivelywithproductsandservices
thatmatchtheiruniqueneeds(KotlerandArmstrong,2012:190).
44

IMA MOBS Sandwich & Coffee market segmentation is the middle and upper
segments and has a modern lifestyle, young, dynamic. Segmentation performed by
IMAMOBSSandwich&Coffeeisdividedinto4sections,namely:
1. GeographicSegmentation
Geographic segmentation calls for dividing the market into different
geographical units, such as nations, regions, states, counties, cities, or even
neighborhoods (Kotler and Armstrong, 2012:191). IMA MOBS Sandwich &
CoffeecurrentlyonlymarketsitsproductsaroundBandungcity.
2. DemographicSegmentation
Demographicsegmentationdividesthemarketintosegmentsbasedonvariables
such as age, gender, family size, family life cycle, income, occupation,
education, religion, race, generation, and nationality (Kotler and Armstrong,
2012:191).IMAMOBSSandwich&Coffeedemographicssegmentationareas
follows:
Age

:1860yearsold

Gender

:Maleandfemale

Familylifecycle

:Single,marriedwithorwithoutchildren,singleparents,
unmarriedcouples

Income

: IDR 5.000.000, to IDR 10.000.000, and IDR


20.000.000,

Occupation

:Students,Employeeandselfemployee

Education

:Seniorhighschool,undergraduateandpostgraduate,etc.

Nationality

:Indonesian

3. PsychographicSegmentation
Psychographic segmentation divides buyers into different segments based on
social class, lifestyle, or personality characteristics (Kotler and Armstrong,
2012:194).IMAMOBSSandwich&Coffeepsychoraphicssegmentationareas
follows:
45

Socialclass

:low,middlesandhighclass

Lifestyle

:Modernanddynamic

Personality

:Careaboutfoodandbeverages

4. BehavioralSegmentation
Behavioral segmentation divides buyers into segments based on their
knowledge,attitudes,uses,orresponsestoaproduct(KotlerandArmstrong,
2012:196). IMA MOBS Sandwich & Coffee behavioral segmentation are as
follows:
Benefit

:Taste

2) Targeting
Markettargetingistheprocessofevaluatingeachmarketsegmentsattractivenessand
selecting one or more segments to enter (Kotler and Armstrong, 2012:190). IMA
MOBSSandwich&Coffeemaintargetisasfollows:

1. GeographicSegmentation
IMAMOBSSandwich&Coffeegeographictargetingareasfollows:
Region

:Bandung

2. DemographicSegmentation
IMAMOBSSandwich&Coffeedemographicstargetingareasfollows:
Age

:1850yearsold

Gender

:Maleandfemale

Familylifecycle

:Single,marriedwithorwithoutchildren,singleparents,
unmarriedcouples

Income

: IDR 5.000.000, to IDR 10.000.000, and IDR


20.000.000,

Occupation

:Student,employeeandselfemployee
46

Education

:Seniorhighschool,undergraduate,andpostgraduate

Nationality

:Indonesian

3. PsychographicSegmentation
IMAMOBSSandwich&Coffeepsycographicstargetingareasfollows:
Socialclass

:Middleclassanduppermiddles

Lifestyle

:Modernanddynamic

Personality

:Careaboutfoodandbeverages

4. BehavioralSegmentation
IMAMOBSSandwich&Coffeebehavioraltargetingareasfollows:
Benefit

:Taste

3) Positioning
Positioningconsistsofarrangingforamarketofferingtooccupyaclear,distinctive,and
desirableplacerelativetocompetingproductsinthemindsoftargetconsumers(Kotler
and Armstrong, 2012:190). Currently, IMA MOBS Sandwich & Coffee positioning
itselfasanewcomerinthebusinesswhichengagedintheculinarysector,especiallythe
sandwich&coffeeindustries.However,tasteandexperiencepositioningtheirproducts
withgoodquality,tasty,healthy,andabletocompete.
7. 7PMarketingMixAnalysis
Marketing strategy as a part of this chain then specifies target market, positioning,
productline,priceandpromotion(inotherwordstheentiremarketingmix),personell,
services, sales support, research and development and marketing research. (Kotler,
2012:186).Marketingmixalwaysdevelopedtofindthesuitablewaystocurrentmarket.
Thetraditional4Ps(Product,Price,PlaceandPromotion)beingevolvedandadaptedto
business needs and later added People, Process, and Physical evidence. These
considerations are known as the 7Ps of Marketing, sometimes referred to as the
marketingmix(cim.co.uk,2015)

47

Figure2.14the7PComponentsoftheMarketingMix

1) Product
Product asanythingthatcanbeofferedtoamarketforattention,acquisition,use, or
consumptionthatmightsatisfyawantorneed.Broadlydefined,productsalsoinclude
services,events,persons,places,organizations,ideas,oramixtureofthese.Products
areakeyelementintheoverallmarketoffering(KotlerandArmstrong,2012:224).
Most of the products from IMA MOBS Sandwich & Coffee, such as bread are
homemade bread with unique presentation and few of bread are topped with sun
flowers.Productsofferedalwaysusegoodqualityofrawmaterials,healthy,andsafeto
consumpt, not preservatives use, and processing in authentic. The essential of this
productisensurewithqualityandprovidescustomerwithnewexperienceofenjoying
thetraditionalsoftbakedbread.Thereare4kindofbreadthatthecompanyproduce,
WheatSoftBagguete,MiniWheatSoftBagguette,WheatBreadandBriocheBun.
Meanwhile,forCoffeeproduct,thefirmiscollaboratingwithWestJavalocalcoffee
farmerfromMalabarmountain.Thecollaboratorsupportthecoffeeequipmentsuchas
coffeemachine,cups,manualcoffeeequipmentandonlyusingMalabarCoffeeproduct.
2) Place
Place includescompanyselectiveactivitiesthatmaketheproductavailabletotarget
consumers(KotlerandArmstrong,2012:52).Placealsocanbeinterpretedasachannel
type,distributionchannel,locationandtransportation.
48

Itisalwaysbecomevitalforbusinesstochoosetherightplace.IMAMOBSSandwich
&CoffeechooseJalanBuahBatuNo.59fortheiropenkitchenstorewhichislocated
nearthecenterofthecity.Thepurposeistobeanalternativeplaceforcustomerswho
do not want to visit busy and common crowded place especially on the weekend.
Currently,IMAMOBSSandwich&Coffeedonotopenbranchesinotherplacesor
doingconsignmentsystemyet.

Figure2.15IMAMOBSSandwich&Coffeeentrence

3) Price
Priceistheamountofmoneychargedforaproductoraservice.Morebroadly,priceis
thesumofallthevaluesthatcustomersgiveuptogainthebenefitsofhavingorusinga
product orservice. Price has been the major factor affecting buyer choice and still
remainsoneofthemostimportantelementsthatdetermineafirmsmarketshareand
profitability(KotlerandArmstrong,2012:290).
IMAMOBSSandwich&Coffeefacesdifficultyindeterminingtheprice.Priceisone
thingthatissensitivetomostofallcustomersandforcompanyitself.Thehighprice
willprovidebenefitstothecompany,butitmayhaveanimpactforthecustomertobuy

49

anotherproductfromdifferentbrand. Therefore, thefirm needtherightdecision to


determinetheprice.
ThefirmmakessomeofsimilarbusinessinBandungasthebenchmarkinpriceand
offersproductinahigherpricebutbetterspecification,thecompanyguaranteethatthe
materials used for the product are in good quality. Here are some of the standard
offeringpricebyIMAMOBSSandwich&Coffee:
Table2.7OfferingPriceofIMAMOBSSandwich&Coffee

Product
LightMeals
Sandwiches
Coffee

Price
StartfromIDR17.000,toIDR18.000,
StartfromIDR40.000,toIDR78.000,
StartfromIDR20.000,toIDR27.500,

4) Promotion
Promotion meansactivitiesthatcommunicatethemeritsoftheproductandpersuade
targetcustomerstobuyit(KotlerandArmstrong,2012:52).Promotionalactivityisone
of the most effective way to introduce and diploy information about the products
offered. Currently, the promotional activities which is conducted by IMA MOBS
Sandwich&Coffeeareasfollows:
1. Utilizing the "word of mouth" promotion, which create opportunities for the
productstobeofferedandspreaded.Inaddition,theywhoalreadysatisfiedwiththe
brandwill easily spreadtheinformation abouttheproductsandservicesto their
closest friends or colleagues, ontheotherside,ifthecustomerdidnotsatisfied,it
willalsoeasilythenegativeinformationspread.
2. Through social media like Facebook, Twitter and Instagram, yet through this
promotionchannelisnotmaximizedyet.Inaddition,thepromotionisalsoassisted
byrelativesoftheownersIMAMOBSSandwich&Coffee.
3. AttendingaselectivefoodbazaarinBandung.Becausethereisconsiderablyfood
bazaarrecentlyintown,mostofthemdidnotbringalotvisitor.
5) People
Thebusinessownerssteppedtooperationalcycleinpersons,meanwhileproduction
cycleishelpedby6person.Forothertasklikepurchasingandreceivingishelpedby
50

thestaffwhoalsoacook,itmeanseachstaffhavetheirownextratask.Thisactualizes
theownersarestilltakefullcontrolofthebusinessandgetresponsefromcustomer
about their services and products directly. The owners always do research and
developmenteitherforimprovementofcurrentrecipeorfornewproduct.
6) PhysicalEvidence
IMAMOBSSandwich&CoffeeOpenKitchenutilizestoreceivedcustomersorder,
production, and pick up point. The ambience feels like fast food theme for more
welcomingatmosphereandalsotomakecustomersfeelcomfortableandbringthem
feelinglikevisitingtheirneighborhoodkitcheninsteadcometoregularstore.Thework
flowisbycash&carry,thecustomeraretakingtheirownorderafteritsfinishesby
callingtheirnamethroughspeakers.

Figure2.16IMAMOBSSandwich&Coffeestore

7) Process
IMAMOBSSandwich&Coffeeproductaremadebyorderonly.Customersdirectly
ordertothecashierstation.Afterthefinalordercameandthepaymentiscomplete,the
kitchenstafforbaristawillstartingmakecustomerorder.Thecompnyattempttoensure
thequalityandfairnesstowardscustomersbyusingselectiveingredientsanddoitwith
highprecisions.Mostofthecookingprocess takes510minutes,dependingonthe

51

orderedmenu.Paymentmethods is availableincash,transferorwithvariousEDC
machines,forthereasonofsimplicity.

3. RootCauseAnalysis
TherootcauseofIMAMOBSSandwich&Coffeebusinessissueshasbeenfound
basedonthesituationalanalysisexplainedbefore.Tocopewiththebusinessissues,the
rootcausecanbegeneralizedasabusinesssolutionforthefirm.Theexplanationofthe
firmsrootcauseanalysiscanbeseenondiagrambelow.

Internal

Undefinedcompetitiveadvantages

LowMarketing
Activities

Strenght
Homemadeproducts

PoorManagementStructure

UnfocusedSTP

Marketing
PoorMarketingMix

Unoptimezed
MarketingStrategy

SWOTAnalysis
Oppurtunity

Weakness
Lowbrandawareness

OverlapingDuties

Foodbazaarasapromotion
tools

LackofMarketing
Content

Threat
Fastchangestrend

Figure2.17Rootcauseanalysisdiagram

BusinessissueswhichfacedbyIMAMOBSSandwich&Coffeeisthesmallnumberof
customerswhovisitthestore.Thecauseofissuesaroseareclassifiedintothreeareas,
which are the internal management to marketing issues which led to IMA MOBS
Sandwich&Coffeeweekbrandingawarenessanalysis.
Internalmanagementissueinvolvedofthelackofmanagementandprofessionalism
fromthecompanyitself.Theavailableresourceswhichhavepotentialtoupgradethe
companycredibilitydidnotutilizewell,althoughmostofhumanresourcesbackground
educationalwasSMKinthesamefield,thatisinthekitchendepartment,nonetheless
mostofthemarefreshgraduatefromtheirschoolsotheydonthaveanyworking
52

experience in the field. And most of the time due to lack of human resources,
overlappingdutiesisacommonthingwhichledtothelackofjobdescriptionclarity.
Thefirmsmarketingissuesarecategorizedby5segments,themarketingstrategieswere
poorly designed and comprehend, the company have a low marketing activities
peculiarlyinthecontentofpromotionthroughsocialmedia.Adecentmarketingplanis
vitaltodrawinthepotentialandloyalcustomersbyprovidingandcommittingwithtop
notchproductswhicheveryoneofthemwerehandcraftedandservicesthatspeakvalue
andtokeepawayfromanymistakeswhichcannegativelyinfluencethebusiness.
Educatingcustomersandmarketbecomeoneofthecriticalfactorsinordertomake
peopleunderstandabouttheproduct,eventhoughthecompanyknewitwouldtaketime
foreducating.Withouthavingapropriatemarketingstrategy,themarketdemandfor
breadbasedfoodorcoffeebasedbeverageswouldnotbeincreasing.Notjustthat,the
lackingofgraphicdesigningskillsinthecompanymadethemarketingisnotideal.
SinceIMAMOBSSandwich&Coffeetriestoassembleahighbrandvalue,thefirm
couldnotmoverecklesslyoritwillendupbeingaboomerang.Moreover,theslowpace
ofmarketingactivitiessurelyleadstolackofsalestargetduetotheleastinterested
customertocome.IfonlyIMAMOBSSandwich&Coffeecouldconstantlyperform
the marketing activities possible will increase the awaress and rising the revenue
becauseofeveryeventthecompanyalwaysmakingalotofrevenueforonly1or3days
event.
Fromalloftheillustrationabove,itcanbepresumedthatIMAMOBSSandwich&
Coffeehasthreerootofcausesthatshouldbesettled.Theyareundefinedcompetitive
advantage,thelackingofmarketingactivitiesandlowbrandawareness.

53

3. BUSINESSSOLUTION

1. NewSWOTAnalysis
SWOT analysis should not only result in the identification of a corporations
distinctive competencies the particular capabilities and resources that a firm
possesses and the superior way in which they are used but also in the
identification of opportunities that the firm is not currently able to take advantage
of due to a lack of appropriate resources. SWOT analysis has proven to be the
most enduring analytical technique used in strategic management (Wheelen and
Hunger, 2010:224).
Opportunities and Threats are shaped by the external factor using the Porters 5
Forces model in showed in the previous chapter as a result of external
enviromental scanning. While STP and 7P Marketing Mix analysis is the result of
an internal enviromental scanning as an internal factors.
3.1.1

Strenght

Here are some of the strengths from IMA MOBS Sandwich & Coffee:
1. High Product Quality
IMA MOBS Sandwich & Coffee offers products by using good quality of
raw materials, healthy, no preservatives, and safe for consumption. Most
of products such as bread are only made from wheat base bread, beside
brioche bun. For coffee, the company collaborate with Malabar Coffee for
supporting the coffee beans and machine, means West Java coffee famous
for its quality and after taste.
2. Product Development
One of their authentic menu, Buffalo Steak Sandwich is famous with its
fusion sauce, a mixture between typical barbeque sauce and Japanese
amiyaki sauce, its homemade wheat soft baguette with a sprinkle of sun
flower and marinated Australian sirloin. In the nearest future IMA MOBS
Sandwich & Coffee will develop other menu such as pulled beef
sandwich, cold cut crab sandwich, or lobster roll. As for coffee, the
54

company will have diversified coffee into another manual coffee with new
equipment, and other blends or house blend.
3.1.2

Weakness

Here are some of the weaknesses from IMA MOBS Sandwich & Coffee:
1. Less Distribution Channel
Distribution channels of IMA MOBS Sandwich & Coffee only with 2
channle, dine in and online collaborating with Gofood Bandung, yet its not
maximized. After investing in the latest location, the income did not
achieve the company expected, so the performance is less productive. In
addition, product only marketed in the area throughout Bandung. It affects
the product sales and profits achieved by IMA MOBS Sandwich & Coffee.
2. Poor Marketing Strategy
As a company who offers new product and try to create new market, a
proper marketing strategy need to be implemented. However, since the
work force is overload due to the busyness of each owner, most of the time
they don't have time to create marketing plan and execute it. This has
resulted a slow pace of brand recognition and market education among
customers.
3. Less Brand Awareness
The company is confident enough for most of the product, however due to
the financial condition, most of the marketing communication plan are still
not carried out, such as printed packaging because its quite expensive. Or
since the execution of poor promotion so the brand awareness among
customer has not created. Brand awareness is one of the important factors
that should be held in running a business, by having good brand
awareness, the firm will be able to grow the business, as it will attract the
attention of customers.

4. Lack of Human Resources

55

IMA MOBS Sandwich & Coffee already have 5 employees, most of them
are fresh graduate from SMK majoring kitchen, means no experiences.
The company only one have one staff who have an experience in coffee
and bar, acting as a leader in the store. This created some limitation to the
business, so the firm need a kitchen leader and admin to execute the
promotion plan and helping the accounting.
3.1.3

Opportunities

Here are some of the opportunities that can be used by IMA MOBS Sandwich &
Coffee:
1. High Government Support
Bandung city government seeks to participate in supporting the
development of creative industries, the culinary industry is one of them.
Specifically, the government provide much convenience such as easy
access for money loan with small interest or getting intellectual property
rights for free.
2. High Increased Demand for The Products and Potential Market
Due to the continuity growth of population and economic it potentialy
formed a new culture in Bandung, where people prefer to buy food and
beverage outside. And culinary industry also change from basic need into a
lifestyle trend and showing pride in the community.
3. Local Event / Food Stall
Food Bazaar and Wedding organizer are growing fast every year. Joining
some local event will be increasing sales and brand awareness. As well as,
opening a food stall at a wedding is good for promotion, especially for a
couple who have tendency to throw a unique concept wedding party.
4. Rapid Information Technology Development
Information technology developed rapidly advances useful to improve
productivity performance. The development of this technology is also used
to search for information and facilitate communication. In business
activities, developments in information technology and the Internet can be

56

used to increase brand awareness, exchange of product information, and


buying and selling process through food delivery for instance.
3.1.4

Threats

Here are some of the threats faced by IMA MOBS Sandwich & Coffee:
1. High New Entrants
Barrier to entry is relatively high peculiarly when the company did not
execute the marketing plan, this is what happens in the firm. Different with
the competitor, they are seriously doing their plans, because coffee and
sandwiches has become tren recently. This resulted in the emergence of
many new business players, thus creating intense competition.
2. High Power of Buyers
Because price offered is sensitive for customers to market conditions, the
player business have to adapt to market conditions, then the customer will
be easy to change the tastes and preferences are considered appropriate
due to the low switching costs.
3. Low Product Awareness
Sandwich is getting more popular things in Bandung these days, Hot Dog
is one of them, which is famous since long time ago. Due to our signature
menu is similar with hot dog bread, most of people who saw it for the first
time always says it is a hot dog, meanwhile its different. This ambiguity
creates confusion among customers and took greater effort for the
company in educating the market.
4. High Substitute Product
Substitute product could be one threat to this industry because it is likely
to offer relatively lower prices and customers face low switching costs.
Chinese or Japanese food is one the product that can easily change into,
because its already familiar long before the trend of coffee shop or
sandwich shop became booming.

57

WEAKNESSES
Less Distribution
Channel
Poor Marketing Strategy
Less Brand Awareness
Less Human Resources

STRENGTHS
High Product Quality
Product Development

OPPORTUNITIES
High Government
Support
High Increased Demand
for The Products and
Potential Market
Local Event/Food Stall
Rapid Information
Technology Development

THREATS
High New Entrants
High Power of Buyers
Low Product Awareness
High Substitute Product

Figure 3.1 SWOT Analysis of IMA MOBS Sandwich & Coffee

2. ProposedNewSegmentation,TargetingandPositioning(STP)
1. Segmentation
IMA MOBS Sandwich & Coffee new market segmentation is the middle and
upper segments that has a modern lifestyle, adult and dynamic. Segmentation
performed by the firm is divided into 4 sections, namely:
1. Geographic Segmentation
Geographic segmentation IMA MOBS Sandwich & Coffee is Bandung
city. By having a plan to open new a store in Jakarta or Bali in the years to
come, so the company needs to spread throughout Jakarta and Bali,
starting with a mass advertising for Jakarta or Bali market.

58

2. Demographic Segmentation
The company demographic segmentation based are as follows:
Age

: 25-55 years old

Gender

: Male and female

Family life cycle

: Single, married and had no children, married and


had children, single parents, unmarried couples

Income

: Middle and High (5-10 million rupiah, 10-20


million rupiah, 20 million rupiah)

Occupation

: Collage Students, employee, businessman or


businesswomen

Education

: Undergraduate and postgraduate

Nationality

: Indonesian and foreign

3. Psychographic Segmentation
IMA MOBS Sandwich & Coffee psychographic segmentation are as
follows:
Social class

: Middle and upper segment

Lifestyle

: Modern, dynamic, adult and active

Personality

: Care about taste, culinary and coffee enthusiast,


socialite, creative product appreciator

4. Behavioral Segmentation
IMA MOBS Sandwich & Coffee behavioral segmentation are as follows:
Benefit

: Taste, prestige and experience

2. Targeting
IMA MOBS Sandwich & Coffee main target are as follows:
1. Geographic Segmentation
IMA MOBS Sandwich & Coffee geographic targeting are as follows:

59

Region

: Bandung, Jakarta and Bali

2. Demographic Segmentation
IMA MOBS Sandwich & Coffee demographics targeting are as follows:
Age

: 25-45 years old

Gender

: Male and female

Family life cycle

: Single, married and had no children, married and


had children, unmarried couples

Income

: IDR 5.000.000,- to IDR 20.000.000,- per month

Occupation

College

student,

employee,

housewife,

businessman or businesswomen
Education

: Undergraduate and postgraduate

Nationality

: Indonesian and foreign

3. Psychographic Segmentation
IMA MOBS Sandwich & Coffee psychographic targeting are as follows:
Social class

: Middle and upper class

Lifestyle

: Modern, dynamic, adult and active

Personality

: Care about taste, culinary and coffee enthusiast,


socialite, creative product appreciator

4. Behavioral Segmentation
IMA MOBS Sandwich & Coffee targeting based on behavioral are as
follows:
-

Benefit

: Tasty, prestige and experience

Allocated minimum IDR 1.000.000,- to buy food outside of each


month

Like to hangout

Culinary and coffee enthusiast

60

From all level of customers, customers who are identified as having a high
potential to be the target market is the customer who wants to meet the needs for
special events such as:

Engagement or Wedding Party

Special Day such as Eid, Christmas, New Year, Family Events, Arisan, etc.
3. Positioning

IMA MOBS Sandwich & Coffee positioning their products as product with good
quality, tasty, healthy, able to compete, have many choices of food and beverages
specially sandwich & coffee menu range.
Table 3.1 Comparisons between Existing STP and Proposed New STP

Existing
Geographic:
Bandung
Demographic:
Age:

1860 years old


Gender:

Male and female


Family Life Cycle:

Single, married with or without


children, Single parents, and
unmarried couples
Segmenta Income:

tion
IDR 5.000.000, to IDR
10.000.000, and IDR
20.000.000,
Occupation:

Student, employee and selfemployee


Education:

Senior
high
school,
undergraduate and postgraduate,
etc.
Nationality:
Indonesian
Targeting Psychographic:
Social class:

low,middlesandhighclass

Lifestyle:
Modern and dynamic
Personality:
61

Proposed
Geographic:
Bandung, Jakarta & Bali
Demographic:
Age:
25-55 years old
Gender:
Male and female
Family Life Cycle:
Single, married with or without
children, Single parents, and
unmarried couples
Income:
IDR 5.000.000, to IDR
10.000.000, and IDR
20.000.000,
Occupation:
Collage student, employee and
self-employee
Education:
Undergraduate and postgraduate
Nationality:
Indonesian and foreign
Psyhcographic:
Social class:
Middle and high class
Lifestyle:
Modern, dynamic, adult
and active

Careaboutfoodandbeverages

Behavioral:
Benefit:
Taste
Geographic:
Region:
Bandung

Targeting

Existing
Demographic :
Age:
18-50 year old
Gender:
Male and female
Family Life Cycle:
Single, married with or without
children, Single parents, and
unmarried couples
Income:
IDR 5.000.000, to IDR
10.000.000, and IDR
20.000.000,
Occupation:
Student, employee and selfemployee

Personality:
Care about taste, culinary
&
coffee
enthusiast,
socialite, and creative
product appreciator
Behavioral:
Benefit:
Taste,
prestige
and
experience
Geographic:
Region:
Bandung, Jakarta & bali

Proposed
Demographic:
Age:
25-55 year old
Gender:
Male and female
Family Life Cycle:
Single, married
with or
without
children,
Single
parents,
and unmarried
couples
Income:
IDR 5.000.000, to IDR
10.000.000, and IDR
20.000.000,
Occupation:
Collage Student, employee and
self-employee
Psycographic:
Psycographic:
Social class:
Social class:
Middle class and upper
Middle and high class
middles
Lifestyle:
Lifestyle:
Modern, dynamic, adult,
Modern and dynamic
and active
Personality:
Personality:
Taste
Care
about
tasty,
culinary
&
coffee
enthusiast socialite, and
creative
product
appreciator
Behavioral:
Behavioral:
Benefit:
Benefit:
Taste
Tasty,
health
and
prestige

62

Positionin
g

IMA MOBS Sandwich &


Coffee positioning
their
products as product with
good
quality,
tasty,
healthy,
and
able
to
compate

Allocated minimum IDR


1.000.000,- to buy food
outside of each month

Like to explore culinary


and hangout
IMA MOBS Sandwich &
Coffee positioning their
products as product with
good
quality,
tasty,
unique product, able to
compete, and focusing on
fusion sandwich and west
java coffee

3. ProposedNewMarketingMix
To create the right marketing mix, this company have to meet the following
conditions:theproductshastohavetherightfeatures,therightprice,theproduct
mustbeintherighttimeandplaceandnewtargetgroupneedstobemakeaware
of the existance and availability od the product through promotion. On this
chapter,severaladjustmentandstrategyneeded.
1. Product
The main products offered by IMA MOBS Sandwich & Cofee is sandwich and
coffee. Products offered always use good quality of raw materials , healthy and
safe to consumption, non preservatives use, processing in authentic, unique
products and fusion product. Currently, the most selling in last 1,5 year is Buffalo
Steak Sandwich with all the toppings available, this product still have a place in
most customers heart. Meanwhile for coffee, the most preffered menu are
cappucino and latte, hot or cold.
In addition, IMA MOBS Sandwich & Coffee has developed some new products
that suitable for companys brand identity, yet havent found the appropriate name
for it. For example, its another bread base menu, but right now the firm develop
through seafood, using a lobster, usually called lobster roll. This menu is likely to
be issued as a monthly menu, due to the high price from the lobster.

63

Figure 3.2 Lobster roll prototype

Meanwhile, for coffee, the firm will focused on manual brewing coffee and
developing on house blend. And will make some coffee training in the nearest
future, to increasing barista skill in coffee making.
Nevertheless, the company will still remain focusing with its favourite menu, the
buffalo steak sandwich. Because the firm believe that not all of our target market
has tried the menu. For example, Mcdonald, they always have the same product
since long time a go, the cheese burger,

but they just focusing with the

advertising content, that is what the company will do.


2. Place
LocatedatJalanBuahBatuNo.59,connectingwithTheLabelHijabStory,one
of the finest and hippiest hijab store recently in town. Buah batu are is still
consideredasstrategicplaceforpeopleintermsofmobility,eventhoughEast
Bandungisfamousforitssundaneserestaurantarea.Still,peoplecouldeasily
accessthestore,therentalcostisquitelowifcomparedwithitspositioningwhich
nearthemainattractionofBandungcity,RiauorDago.

64

Theinteriorconceptofthestoreisthemeisrustic,with3040seatingareaand
freewifi,open07:0023:00.However,thefirmhaventmadeanysignageyet,
propersignageisonethenewstrategy,duetolackofcustomers.Signageofthe
placeandadvertisingtellingthatthecompanyservedbreakfastandothermenu.

65

Figure 3.3 Signage

66

3. Price
Somecustomersarequitesensitivewiththeprice.Theincreasessofpricewill
affectbuyingpowersoflowersegments.Accordinglytothisfact,IMAMOBS
Sandwich&Coffeeaimedtokeepthestandardpricesincethetargetmarketis
middleandupperclass.However,toattarctmorecustomers,thecompanywill
makesomepackagesforsomemenu. Hereare someofthe packagemeneu by
IMAMOBSSandwich&Coffee:
Table3.2OfferingPackage

Product
Package 1
Package 2
Package 3
Package 4
Family Package

Package
1 Buffalo Steak Sandwich with Triple Cheese &
Coca Cola
1 Mobs Platter & 2 Any kind of Coffee
1 Buffalo Steak Sandwich, 1 Mobs Platter & 3
any kind of coffee
Food & Beverage free flow for 1 person
For 4 person, any kind of sandwich & coffee

Price
IDR 50.000,IDR 95.000,IDR 110.000,IDR 150.000,IDR 450.000,-

ThepricelistaboveshowsnewpackageofIMAMOBSSandwich&Coffee.
Appliedsomemodificationbutonlyforfavouritemenu.Thisstrategyalsoaimed
tostrengthentheimageoforiginalIMAMOBSSandwich&Coffeeasbrands
signaturedish.Andalsotothebrandimageitself,sandwich&coffee.

4. Promotion
Thefirmhasevaluatedcommunicationstrategyinordertodelivertheirmessage
totheloyalandnewcustomer.Firstofall,theexistingsocialmediapromotional
needtobeimprovedtomaximizeitsperformance.Someinefficientplatformwill
bereducedsuchasTwitteraccountwhichnowadaysbecomelesspopularthan
others,suchasInstagram.IMAMOBSSandwich&CoffeealsowillcreatLine@
account as main online communication channel. Communication will be able
through this channel; so does with customer care purpose and promotional
broadcast.
PromotionalactivitiesofbyIMAMOBSSandwich&Coffeeisasfollows:
1. Keeputilizingthe"wordofmouthpromotion.
67

2. Provide product bonuses or discounts to customers when purchasing


productsforcertainnominalamounts.
3. Maximizepromotionthroughsocialmedia,suchasInstagram,Facebook
FanpagebothfreeandpaidsuchasInstagramAd,FacebokAdsorGoogle
Adword.
4. Becomeasponsoreventforsocialorbusiness.
5. Reviewed by foodblogger, coffee reviewer, local radio and national
television.
6. FollowingtheselectedbazaareventinBandungandJakarta.
7. Workingwithadvertisingagencies,bothonlineandoffline.
8. Coffeeclassorcoffeetrainingprogram.
9. Deployingvoucher,brochureandflyer.
10. LaunchingmemberprogramcollaboratingwithTheLabelHijabStory.
Focusingonseveralsocialmedia,suchasInstagramandFacebookFanpage,asit
isthemostpopularsocialmediathatusedasmarketingchannel,thefirmutilizes
Instagramtosell,promoteorevenspreadingteasertothetargetmarket.Ithas
workedeffectivebecauseinstagramdeliversimageandvideothatmightcaught
easily in followers mind, and its all connected with other social media, like
FacebookandTwitter.
5. People
ThekeypersonsofIMAMOBSSandwich&Coffeearetheownerswhichhelped
byoneHeadbarasthehigheststaffposisitionand2,1barand1allaroundstaff.
Recentlyduetothefirmwasleftbyoneofthestaff,theheadcook,sothefirm
needanotherheadcookasthereplacementandalso1cookhelper.IMAMOBS
Sandwich&Coffeewillhiredonenewadministrationstafftohelptheownerto
run the social media promotion and helping with the accounting, also one
freelencegraphicdesignerandvideographer.

68

6. PhysicalEvidence
IMAMOBSSandwich&Coffeeutilizesthestoreasopenkitchenwhichinthis
placethecustomersbeenexpectedtoenjoytheirselfwhilelookingtheprocessof
thecookingandmakingthecoffee.Eventhoughthespaceisnotbig,thatis3,5m
wideand20mlong;connectingtothehijabstore.So,whilewaitingforcustomers
wifeforexample,thehusbandwillstandbyatIMAMOBSSandwich&Coffeeto
ordersomecoffee,watchingtheircouplelookingforstufftobuyfromthestore.
Thesmellofbakedbreadorfeshbrewedcoffeefromtheovenwillappetizing.
Brandidentitywillbekeptwithoutanychangessincethelogoandothermaterial
visualizationhasalreadymatchedwiththebrandimage.
Toimproveitsphysicalevidence,IMAMOBSSandwich&Coffeealsoneedsto
improve its corporate image and identity. Currently, the brand identity and
graphic language of the company are not immediately recognizable to the
customer. Therefore, it can be supported by signs and even the firms mascot
whichdisplayedinthestore.
These are some projected physical evidence refers to the appearance that are
distinguishedtothecustomers:

a. Uniform
AresultofcollaborationbetweenIMAMOBSKitchenandWellborn,one
offinestclothingbrandinBandung.

69

Figure 3.4 Uniform

b. Apron
AnothercollaborationbetweenIMAMOBSKitchenandWellborn,thefix
designisstillonprogress,duetoshortcomingsandmaterialmatters.

Figure 3.5 apron sample

c. Stickers

Figure 3.6 Stickers

d. MemberCard

70

Figure 3.7 Member Card sample

e. Signage
AlreadyexplainedinPlacesection.
7. Process
Asexplainedinthepreviouschapter,tomaintainitsfreshnessandquality,IMA
MOBSSandwich&Coffeeismadebyorderonly.Afterorderingdirectlyorvia
GofoodBandungandthepaymenthascompleted,thekitchendepartmentwill
processtheorder.Estimatedtimeforthewholecookingprocessisabout51o
minutes, depending on the menu. It will be notified to the customer through
speakerbycallingtheirnameforthepickupordeliveryreason.Thisprocesswill
bemaintainedduetotheconceptofthestoreitself.

71

4. IMPLEMENTATION
1. Conclusion
The conclusion to be taken refer to the purpose of this thesis was written, which is
based on research question in chapter 1 which to be answered.
1. What are internal and external factors affecting IMA MOBS Sandwich &
Coffee?
In the previous chapter, that is chapter 2, has been discussed the analysis of
environmental scanning is separated into external environmental and internal
environmental scanning. From the analysis will be known the external and
internal factors that are considered to effect on the business processes of IMA
MOBS Sandwich & Coffee. External will create strenght and weekness
meanwhile internal factors that most affect will create opportunities and threats
in general for the company. All of these factors has been identified by the
SWOT analysis, as appeared in Chapter 3. See Table 4.1 about IMA MOBS
Sandwich & Coffee SWOT Summary.
Table 4.1 IMA MOBS Sandwich & Coffee SWOT Summary.

Strength
High Product
Quality
Product
Development

Weakness
Less
Distribution
Channel

Opportunity

Threat

High Government Support

High New
Entrants

Poor Marketing
Strategy

High Increased Demand for


The Products and Potential
Market

High Power
of Buyers

Less Brand
Awareness

Local Event/Food Stall

High
Substitute
Product

Less Human
Resources

Rapid Information
Technology Development

2. What is the best strategy to solved business issue of IMA MOBS Sandwich
& Coffee?
IMA MOBS Sandwich & Coffee facing many problems in its business, mainly
from marketing, while the company almost never received complains from
customers about their products. The best strategy for IMA MOBS Sandwich &
Coffee to comprehended business issue is a fixing its STP and Marketing Mix.

72

New Segmentation, Targeting, and Positioning has been done by dividing


company's segment to widening the target and drive into new position. This
trial act as bridge, mostly between IMA MOBS Sandwich & Coffee and
customers, and also some of its between the internal process of how the firm
should run. The company realized in order to grow, niche market are really
tiring to handle. Easier to create the image, but difficult to obtain
commensurate profit when compared with the efforts that have been made.
Based on analysis and experiment done in previous chapter, IMA MOBS
Sandwich & Coffee tends to focusing on how should other people see this
company or products are. Changing the old value via marketing mix mainly
services as fixing its internal problem. Product, Place, Price, Promotion,
People, Physical Evidence and Process being analyzed and Price, Promotion,
and Product are the one that having a changes and works.
3. What are the strategic steps for implementing the formulated strategy?
As mentioned previously, the best proposed strategy is intensive strategy.
Strategic steps that will be done are to implement three strategies that including
on intensive strategies, namely market penetration, market development and
product development. To implement three strategies planned to be carried out
within a period of 5 years. Steps or actions planned to be done will be
explained further in the action plan.

2. Recommendation
The purpose of the firm to effectively reach objectives is planning a activity
recommendation. Below is the further explanation about the company proposed
intensive strategy.
a. Market Development
The deficiency of IMA MOBS Sandwich & Coffee brand awareness was one of
crucial factor which impacting to poor sales performance. Market development is
lead to re-create and change new target market, in order to increase IMA MOBS
Sandwich & Coffee revenue streams. Grabing potential oppurtunities is important
for the firm, conducting promotion plan, package menu or discount program, re-

73

open the pop-up kitchen, joining food bazaar outside Bandung and expanding to
another city, such as Jakarta and Bali in the years to come are some of the
examples.
b. Market Development
The lacking of marketing activities are the most widely discussed as the main
issues, which has been examine on the previous chapter. The market penetration
strategy goals is to increase IMA MOBS Sandwich & Coffee brand awareness,
market demand and more importantly to increase the number of sales in the
company. In order to achieve the goals, IMA MOBS Sandwich & Coffee needs to
collaborate with media partners, whether it's online or offline. However, since
marketing activities cannot be completed without creativity, a graphic designer is
needed to provide marketing and advertising content and furthermore to formulate
a global standardization towards brand identity. The recruitment of graphic
designer is considered effective in improving the marketing activities.
c. Product Development
This strategy was aimed to extend product line, develop related product and to
improve the service of IMA MOBS Sandwich & Coffee. Staff level and freelancer
are needed here to help finish the task in developing new product or penetrate the
marketing plan to improve the quality of existing products. All of the packaging
must be ready, from food safety packaging and hot pepper cup for coffee, to help
the awareness of the brand. Product development in bread and coffee based menu
will be conducted, yet not too many. However, to provide food means to give the
best service as well. A coffee training for barista or outbound session for everyone
in the company, is also needed in this strategy to improve IMA MOBS Sandwich
& Coffee service that could lead to customers satisfaction.
3. ActionPlan
In-depth explanation will be describe in this action plan section as the intensive
strategy implementation, includes 3 main strategies as mention in the previous
section,

namely market

penetration,

market

development

and

product

development. This intensive strategy is conducted regulary for IMA MOBS


Sandwich & Coffee with expectation able to get out of the problems being faced

74

today. There will be 2 action plan, long term and short plan. The short term plan
will be made for 1 year and long term will be made within 5 years.

Table 4.2 Long Term Action Plan of IMA MOBS Sandwich & Coffee

Year
1 2 3 4
STRATEGY: Market Penetration
Free Promotion through social
media
Paid Promotion via F&B Blogger
Increase Re-open Pop-Up Kitchen
awareness, Participation in Local Event
Recruit Graphic Designer
Create
demand of Recruit Photo & Videographer
products, Barter Promotion Via Local Radio
Google, Instagram & Facebook
increase
Ads
sales of
20% and Partnership with Catering/WO
increase
National TV & Mags reviewed
profit
Member Program
margin
Event Sponsor
10%
Paid Brand Ambassador
Coffee Class for Customers
National TV ads
National Magazine ads
STRATEGY: Market Development
Conducting package promo
Conducting discount program
Creating
new target Re-open Pop-Up Kitchen
Join bazaar outside Bandung
market,
Open
WO/Catering Partnership
other store New store at Jakarta
or
Mobile apps
distributio
n channel National TV & Mags Ads
New store at Bali
STRATEGY: Product Development
To extend Photo Product
product,
Video Tutorial & Product
Develop
Staff Training
product
Proper Uniform & Apron
and
Recruit Management Level
Improve
Product Development
service
Staff outbound
Proper packaging for all product
Objective
s

Action Plan

75

Budget / Month
5
Free
IDR 750.000,Sharing Profit
IDR 5.000.000,IDR 1.000.000,IDR 1.000.000,Free
IDR 2.000.000,Profit Sharing
IDR 1.000.000,IDR 500.000,IDR 5.000.000,IDR 2.500.000,IDR 2.500.000,IDR 5.000.000,IDR 5.000.000,Free
Free
Free
IDR 7.500.000,Profit Sharing
IDR 500.000.000,-

IDR
20.000.000,IDR 5.000.000,IDR 500.000.000,-

IDR 1.000.000,IDR 1.000.000,Free


Collaboration
Free
IDR 2.500.000,IDR 5.000.000,IDR

30.000.000,Merchandise sales
Coffee Class for Customers
Review Kitchen Equipment
Coffee machine checking

76

IDR 2.500.000,IDR 100.000.000,IDR 200.000.000,-

Table 4.3 Short Term Action Plan of IMA MOBS Sandwich & Coffee

Budget/

Months
ActionPlan
8 9
Intensive&strategist
Instagramposting
Monthlyreviewedby
foodblogger
Monthlyreviewedby

event(scheduled)
IntroducingHassan

1 2 3 4

6 7

Free

IDR750.000,

coffeereviewer
ReOpenthePopUp
Kitchen
Participatingfood

month

ProfitSharing
IDR

5.000.000,

TheButcher(Mascot)
Recruitfreelance
graphicdesigner
Recruitfreelance
photographer&

Free

Free

Free

videographer
Participatinglatterart
championship
Launchingpackage
menuprogram
PhotoProduct
GrandOpeningStore
Photocontestfor
customer
Registeringthe

IfAny

Free

IDR
1.000.000,
IDR
5.000.000,

companyforlegal
aspect

77

IDR500.000,
IDR
10.000.000,

78

APPENDICIES
AppendixA.QuestionerSheet

KoesionerPenelitianIMAMOBSSandwich&Coffee
Petunjukpengisian:

Lingkarijawabanrespondenpadahurufpilihan
Tuliskanjawabanrespondenjikatidakadadalampilihanjawaban

Nama(Opsional)

:.

DaerahAsal

:.........

1. Apakahinikunjunganpertamaanda:
a.Ya

b.Tidak

2. UsiaAndasaatini:
a.819thn
b.2029thn

c.3039thn
d.4049thn

e.50thnkeatas

3. Jeniskelaminanda:
a.Lakilaki

b.Perempuan

4. Pendidikantrakhiranda:
a.SD

b.SMP

d.Diploma

e.Sarjana

c.SMA
d.Lainnya..

5. Pekerjaanandasaatini:
a.Pegawainegeri

b.Wirausaha

d.Tidakbekerja

e.Lainnya

80

c.Iburumahtangga

6. DatangkeIMAMOBSSandwich&Coffeesendiriataudenganrombongan?
a.Sendiri

b.Keluarga/kerabat

c.Rombongan

7. MengetahuiIMAMOBSSandwich&Coffeedari:
a.Facebook

b.Twitter

c.Google

d.Path

e.Lokasi

d.FoodBazaar

f.Majalah

g.Radio

h.Flyer

i.Keluarga/Teman

j.Belumpernahmendengar

8. TujuanmengunjungiIMAMOBSSandwich&Coffee:
a.Refreshing

b.MembeliSandwich

c.MembeliCoffee

d.Lainnya
9. Bagaimanaprosespemesananmakanandanminumumanyangdiberlakukan:
a.Puas

b.Biasasaja

c.Tidakpuas

d.TidakBerlaku

10. AkseskeIMAMOBSSandwich&Coffeemudah:
a.Setuju

b.Netral

c.Tidaksetuju

11. EksteriorIMAMOBSSandwich&Coffeemembuatandatertarikuntuk
berkunjung:
a.Setuju

b.Netral

c.Tidaksetuju

12. Kesanmengenaistaffterhadappelanggan:
a.Bagus

b.Netral

c.Tidakbagus

13. Kesanmengenaipelayananpemanduwisataterhadappengunjung:
a.Bagus

b.Netral

c.Tidakbagus

14. Apakahhargayangdiberikancukupsesuai:
a.Setuju

b.Netral

15. MenuSandwichfavoritanda:
82

c.Tidaksetuju

a.SunriseFighter

b.MoyesShrimps

c.BuffaloSteakSandwich

d.MobsPlatter

e.CrabbyCrack

f.IceGrimSandwich

16. MenuCoffeefavoritanda:
a. Americano
d. HazelnutCoffee

b.Cappuccino
e.VanilaLatte

c.CafLatte
d.V60

17. Berapalamawaktukunjungankemuseum:
a.Kurangdari1jam

b.Lebihdari1jam

18. ApakahdiperlukanpenambahanfasilitasdiIMAMOBSSandwich&Coffee:
a.Ya

b.Tidak

Jikaya,fasilitasapayanginginditambah

19. Apakahandapuasdenganambiens(keadaansekitar)IMAMOBSSandwich&
Coffee:
a.Setuju

b.Netral

c.Tidaksetuju

20. BagaimanatingkatkepuasanpengalamanandaselamadiIMAMOBSSandwich
&Coffee:
a.Sangatpuas

b.Puas

d.Tidakpuas

e.Sangattidakpuas

c.Netral

21. ApakahandainginkembalimengunjungiIMAMOBSSandwich&Coffeelagidi
kesempatanlain:
a.Ya

b.Tidak

KOMENTAR

84

TerimaKasih
GALLERY

BREAKFASTMENU:
ChickenZeppole

LIGHTMEAL:
MoyesShrimps
SkinnyChicken

BuffaloSteakSandwich
withTripleCheese

MobsPlatter
SANDWICHES:

DESSERT:
IceGrimSandwich

86

CrabbyCrack

CafLatte
COFFEE:

88

Cappucino