Wendy Citrarasa

PT. WENDY CITRARASA Alexandre Richard Arief Putratama Said Ryandiaz ACCOUNTING 4 pic Campus BSD City Bumi Serpong Damai 15321 Island of coffee bean In dosia June 2011 ACKNOWLEDGEMENTS First of each(prenominal), we would like to thank God Almighty for His blessing during the solelyt on from the start until the end of the converse at PT. Wendy Citrarasa. Our group would in like manner like to thank PT. Wendy Citrarasa, who managed to sp atomic number 18 us both(prenominal) time for the oppugn and provide resources in dedicate to finish the project. Especi every(prenominal)y to Mr.Ipeng Widjojo, the owner of Wendys for this opportunity. The knowledge came from this project has been a great opportunity on a real wrinkleage example on a somatic merchandise. Author also thank to Mr. Bernadus Agus Finardi (Swiss German University merchandising lecturer) for his assitance towards the project. In the end, we would like to apologize if there is each unintentional mis dole out s. It is our deepest anticipation that this project paper whitethorn broaden up the knowledge of the readers and we appreciate whatever feedbacks. Thank you. BSD City, 2011 abstract PT. WENDY CITRARASA his paper are a compilation of what the student had learn during in divide session with Mr. Bernardus Agus Finardi, and the interview with Mr. Ipeng Widjojo as the Head of PT. Wendy Citrarasa. The purpose of this paper is to sack student able to run into to a greater extent about commercializeplaceing theory, and the marketing behind PT. Wendy Citrarasa. The interview was held on 26th may 2011 by Mr. Ipeng Widjojo himself. This project is expect to be submitted on 10th june 2011. The group are expected to anlyze the real sequel in indonesia from the perspective of customer driven Marketing Strategy.The extends of the cabbageic includes some chapter in the Principle of Marketing book which are Comp any(prenominal) General Overview, Marketing Environment and Analysis, Market ing Strategy, Marketing Mix, Customer Driven Marketing Strategy, New-Products Development, Pricing Products Understanding and Caputring Customer Value, and Advertising & Public Relations. a. Background 1. TOPICS downplay Fast intellectual nourishment refers to nutriment that tooshie be prepared and served quickly. Fast nutrient eating ho expenditures usually earn a walk up counter or drive-thru window where you order and pick up your food. on that point is a lot of international fast food eating houses in Indonesia much(prenominal) as Mcdonalds, KFC, Burger King, and many to a greater extent. Wendys Old make Hamburgers (simply cognize as Wendys) is an international fast food restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The beau monde decided to move its headquarters to Dublin, Ohio, on January 29, 2006. As of March 2010, Wendys was the worlds third largest burger fast food chain with approximately 6,650 locations, following McDonalds 31,000+ locations and Burger Kings 12,000+ locations.On April 24, 2008, the conjunction announced a merger with Triarc, the evoke company of Arbys. Despite the impudently ownership, Wendys headquarters remained in Dublin. Previously, Wendys had rejected more than two getout offers from Triarc Companies Inc. Following the merger, Triarc became known as Wendys/Arbys Group, a publicly traded company. (RUPSLB), which was held on August 10, 2010. PT Wendy Citrarasa is the firm that covers all the Wendys license in Indonesia. Currently, it is owned by Ipeng Widjojo, who had studied in the Boston University back in the early nineties 2. Interview PurposeThe purpose of the interview is to make student understand about marketing in realism and to make student learn about the process in the company. Added on, it get out go away student stimulate got which be rehearseful for students future. 3. modeology This report is a combination from what the writer has fountainhead -read from university and during the interview period with Mr. Ipeng Widjojo 1. 4 Theory review According to some reliable references, Marketing is the activity, unsex of institutions, and processes for creating, communicating, delivering, and exchanging offerings that keep interest account for customers, clients, powerners, and society at large. Marketing is a ingathering or gain merchandising related overall activities. It generates the dodge that underlies gross trades techniques, dividing line communication, and business developments. It is an integrated process through which companies inning strong customer relationships and create value for their customers and for themselves. Marketing is used to locate the customer, satisfy the customer, and handgrip the customer. With the customer as the focus of its activities, it can be concluded that marketing counselling is one of the major components of business management.Marketing evolved to meet the stasis in developin g new markets caused by mature markets and overcapacities in the last 2-3 centuries The adoption of marketing strategies requires businesses to shift their focus from mathematical proceedsion to the perceived needs and pauperisms of their customers as the means of staying profitable. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. 1. 5 company general overviewWendys/Arbys Group, Inc. is the nations third largest quick advantage restaurant company and is comprised of the Wendys and Arbys makes, two companies distinguished by traditions of step food and receipts. The company, with approximately $12 billion in strategy-wide sales, owns or franchises over 10,000 restaurants. Approximately 77% of Wendys restaurants are franchised, the majority of which are located in North America. Wendys an d its affiliates employ more than 46,000 state in its global operations. In fiscal year 2006, the firm had $2. 469 billion (USD) in total sales.While Wendys sets standards for exterior memory appearance, food quality and carte du jour, individual owners have control over hours of operations, interior decor, pricing and staff uniforms and wages. Wendys arrived in Indonesia back in 1992. In 1997, Wendys Indonesia franchise was bought by PT Sirat. Back in year 2006, PT Wendy Citrarasa bought the franchise from PT Sirat. Currently, it has 26 outlets, which covers some major cities in Indonesia such as Jakarta, Bandung, Jogjakarta, and Surabaya. pic Wendys current logo picpic 1. 5. 1 vision of WENDYSTo continuously grow stakeh sure-enough(a) value by leverage the strengths of our vibrant, independent restaurant brands 1. 5. 2 mission of wendys People Maintain aligned, people-driven grow and values. ?Attract, retain, and develop top talent. ?Offer performance-driven compensation and re wards. bell ringers Support independent, relevant, and healthy brands focused on sales growth and profitability. Select and hold out excellent brand leadership (CEO, Pre posturent, CMO, etc. ). Profitability Set metrics for performance in sales and profits (EBITDA). ?Maintain a lean and efficient support organization.Growth Provide strategies and resources for growth initiatives (new units, remodels, day part expansion, former(a) new platforms, international expansion, refranchising, etc. ).? Seek acquisitions of some other brands and opportunities for growth. Value Establish metrics for creating stockholder value. Provide attractive franchisee ROI/value and competitive business models. Demonstrate community-minded citizenship, and giving back by manduction the wealth. 1. 5. 3 WENDYS CORE VALUE Integrity We pledge honesty, integrity and ethical behavior in everything we do. AccountabilityWe hold ourselves and our team ups accountable to deliver positive results. Respect We trea t people the way we would like to be treated. Responsibility We believe in giving back to remediate the quality of life in our communities. variation We strive to become best(p) every day, both in-personly and in the services and reapings we produce. Team do work We are ordain to put the team and the teams needs forward our own needs. Opportunity We believe in creating opportunity for our people to reach their full potential. B. Marketing Environment & Analysis 1. Microeconomics The companyTalking about interrelated groups such as top management, finance, inquiry & development (R&D), purchasing, operations, and accounting, Wendys Restaurant have the internal environment as follow pic From above, we can see that Wendys restaurant has five departments, which are marketing, operational, bussiness development, leave chain, and finance. Esspecially for the marketing department, they work well-nigh with other departments in making closing in marketing strategies, and all of t he interrelated departments have an impact on the marketing departments fancy and action.They work to touch goals which is customer value and cheer. Supplier Talking about the supplier of Wendys Restaurant, it lead be closely to the material of the foods & drinks and others properties. Generally, 20% of food materials is still imported. For the prefatory material of the recipe, like high mallow, seasoning (chili, tomato), etc, it is imported from the international supplier. The reason is collectable to the taste of those imported material is disparate from the local material, and if Wendys use the local material, it causes the different sea captain recipe of Wendys menu.Similarly, Wendys also imported beef from the international supplier, and the reason is same, which is the different taste. While, they use local supplier for the chicken. Marketing Intermediaries They have no marketing intermediaries because they only sale their product by their own store. Customer The custom er of Wendys is consumer market which comprise of individual and household that buy foods and drinks for personal consumption. Competitor They said that the competitor of Wendys is all the fast food restaurant such as McDonalds, A&W, Burger King, etc.They claim that they have the superiority in some menu like burger, baked potatoes differentiate to their competitor. Public General public which is Wendys need to be concern about general pabric military capability toward its product and activities because the public image of the Wendys lead put on its buying. 2. Macroevironment Demographic Environment Based on passel, Wendys menu can attract all gender, simply for the age they said that old people prefer some less oil menu like baked potato, salad and soup while the younger people prefer the menu like burger, fried chicken, and french fries. Economic EnvironmentTalking about economic insure of their consumer especially in Indonesia Wendys has segmentation to reach middle up c lass. Natural Environment Is infixed resources that are needed as inputs by Wendys such as meat, vegetables, and seasoning food material. scientific Environment Is a forces that create new technologies, creating new product and market oportunities. As a fast food restaurant, Wendys has use some technology that supported its operating process. For example when customer order the food, the waitress directly tell to the other part of kitchen using mic which relates him to the staff in the kitchen.So, kitchen staff can make the food order faster. Political Environment Is laws, government agencies, and pressure groups that limit and limit motley organization and individuals in a addicted society. Especially in Indonesia, the laws that closely related to the food business is about Halal. So, in implementing their business, Wendys sale the halal product to attract their customer in Indonesia. Cultural environment Is made up institution and other forces that affect societys basic value s, perseption, preferences, and behaviour.Wendys as a branch of West culture restaurant has been sucsessful renting its own culture to Indonesia. We can see that condition from many Indonesian people like the western food including Wendys restaurant. Generally the influence of microenvironment and largeenvironment for the company is about how Wendys restaurant can research, send off, and implement their marketing strategy by considering both of the environment in order to achieve customer value and satisfaction. While, the obstacle of microenvironment and macro environment for Wendys restaurant is (CompetitorWendys moldiness compete to many fast food restaurant in Indonesia. Such as McDonald, KFC, Burger King, CFC, A&W, etc which has their own specialty. So, Wendys has to improve their quality and promotion to achieve customer value and satisfaction. (Political Wendys has to face many rules and laws in Indonesia which can limit the freedom to make the creativity of their own menu . C. Marketing Mix Chapter 3 Marketing Environment The microenvironment in Wendys will second Wendys to build relationship with customers. Because all of the streams of companys environment will merge with the marketing team.The companys has all interrelated groups of people. The company has suppliers from Indonesia and foreign countries. They still need the US for the burgers because the taste of beef is very elastic in accordance of geographical side. These suppliers are very different in behavior, needs, interests, and everything. The marketing intermediaries do to promote, sell, and distribute its products to final emptors. They include resellers, physical distribution firms, marketing service agencies, and fiscal intermediaries. In Wendys they only have physical distribution firms marketing service agencies, and financial intermediaries.Marketing service agencies is fully controlled and walk solely with other part. And also banks is in companys master(prenominal) role. Th e customers hold a very important role in the life of the company. The company will certainly crock up the customers best service, quality and everything that counts into account to make the customers loyal to the company. Mr. Widjojo says that quality that is the one thing that attracts customers. The competitors of Wendys are the other fast food companies like Kentucky Fried Chicken, A&W, McDonalds, and other domestic food channels like Hoka-Hoka Bento, and so on.Chapter 4 Wendys have its own marketing nurture system to support the daily operations of Wendys. Because of the many division Wendys have, they need its own marketing information system to help the. Information system will create better information for the marketing team and in the end, the marketers will have better target, and win the goal of companys challenge. Wendys keep daily sales and transfer the information to the headquarters. So they can budget and give approximation for the stocks of food in the store. So, internal database is very crucial in the companys aim to have better service.In other words, Wendys does market research on the design, collection, analysis, and reporting of data in marketing to improve the effectiveness of selling. When Wendys wants to launch a new product, they ceaselessly start it with doing market research and take information from customers. Usually Wendys does survey research. And take sample from it, which is their customer. After that the information is given to the market researchers. And make something out of the research. Chapter 5 Consumer Markets and Consumer Buyer Behavior The customers cultural factors arent utilize in Wendys.Because everybodys with middle middle-upper economic power will buy their product. Do not affect about occupation, gender, age, lifestyles, personality, everybody is willing to buy Wendys because Wendys is very for everybody. Wendys does not take part markets for limited buyer, for example, bacons, pork, and something like that. And that helps the market to feel that its for everybody. Theres no limitation of buyers. Chapter 7 Customer Driven Marketing Strategy Wendys market segmentation is for middle middle-upper segment. And people will buy if they have the power of buying.And for big middle-up families that want to gather around. Wendys position itself in the market different than the other fast food competitors like Kentucky Fried Chicken, McDonalds, A&W, etc. quality is their turn up of marketing. Most middle-upper consumers are smart buyers. They can choose whats good and not. So, Wendys does not want to deceive the customers by reducing the quality. So, Wendys set the customers as their exemplary. Value that Wendys given to customers are value in a way. People does not think about the a little telephone number pricey price, because consumers believe that the price is okay with the quality they give to them.Chapter 8 Branding Strategy The brand is well-known in the world and it has been in In donesia since 1980s. And every part of the world is held by one franchisee. So it is not so difficult to market the product. But every part of country has its unique product by geographical side. Chapter 10 Pricing Products Pricing Strategies The price set by Wendys Citra Rasa is base on research, and the value they give in the service, food and everything else they put into their food. Factors to consider when setting prices were very vast. There is value based pricing good value pricing and value added pricing.Value based pricing uses buyers perception of value, not the sellers cost as the key to pricing. Value-based pricing means that the marketer cannot design / make a product and marketing program and set the price. Price is considered along with other marketing mix variables before the marketing program is set. pic Good value pricing offers the right combination and quality and good service at a fair price. For example, Burger King offers value meal for less than the total o f the selected food. In other words, good value pricing give the consumers more quality for the same price or more quality for even less.Value added pricing is a way to build pricing power, to escape the price challenger and to righteousify higher prices and margins without losing market share. Its better not to cut prices to challenge competitors, but to give value added services and then, support higher prices. Even nowadays it is not al shipway about price, but to keep customers loyal by giving them service that others do not give to them So, in this companys case, all of the above strategies is used by Wendys Citra Rasa. They give customers what they want, and give them service and quality customers do not get anywhere else.Mr. Ipeng said that in Wendys everything is different than the other restaurant in Indonesia. It is all about timing. everything was timed and very precise. The timing is the quality Wendys give into service to customers. It promises the customer what is t he goodness and healthiness of the food they eat. Also, Wendys marketing team uses a strategy they called, Customer Testing Profile. This strategy is used to give random customers a free sample of new product to test. They compiled customers opinion and give report to the headquarters.And the headquarters give commands to other division, say, operational division, and then, the last is taken whether the new product should be launched or not. All the sales daily report is given to the headquarters. In that case, they can decide when to raise the price. Wendys can raise the price by monthly sales journal, and check which are the bestseller products in every stores. When they know it, usually they raise the price Rp one thousand Rp 5000. Chapter 15 Advertising & Public Relation Wendys Citrarasa has its own marketing and announce division.This division controls all the design, public relations, and everything that is connected to communicating to customers. The main advertising obje ctive is to make people interested in the product they create. Strategies Wendys have applied to their advertising method is The advertising strategy that they have done up to now is always below the line. They havent ever tried above the line (TV ads). Unlike any other fast food rivals, that have tried above the line and acquire mediocre response, Wendys always does below the line but it has gain some serious markets in it. Routine type of adverts that they have applied to their stores is for example, when people come to their store, the waiter / cashier always withdraw and give customers recommendation of new products so they can try their new products. And Wendys store motorcoach tried to ask the customers feedback by enquire how good is the food today, etc. Promotional, they applied some method in running their business also, for example, free upsize for drinks and French fries for buying the new mushroom cheese burger.It is promotional because it is only for a limited tim e, and soon the promotion terminated. In the ads problem, Wendys has never encountered any problem. The downside is, sometimes the advertising is so good until the stock of food they run is empty. And they cannot serve customers no more. It happens when new products has been launched. D. Marketing Strategies 1. Managing Marketing Information to Gain Customer Inside Before implementing their marketing strategies / information to customer, Wendys do the research of what their customers like, especialy in Western menu.Then they also compare their menu to the competitor, so what the competitor sale will be considered by Wendys. Wendys also implement their marketing research by expression for the problem that appears (among their stores, their customers, their suppliers, their own managements, and other things) that can hamper their operation. Information system is very important for Wendys which can provide the actual data happened. For examples the complete data of sales which consist of what product sold, phase of product sold, highest sales among 26 stores.One of terminology that Wendys has is If you fail to plan, you plan to fail. That terminology always remember by their company before doing marketing research. That words means that the marketing strategy and plan are the main basic for implementing the marketing action because if Companys makes a mistake in doing the marketing planing, it will make the bad effects of marketing action which cause the failure. For detail the ways that Wendys do marketing research as follow Defining the problem and research objectivesMarketing research projects might have one of 3 types of objectives which are to gather preliminary information that will help defines problems and suggest hypoteses (exploratory research) to better describe marketing problems, situation, or markets, such as the market potential for a product or demographic and attitudes of consumers (descriptive research) to test hypotesis about cause-and-effe ct relationship (causal research) Developing the research plan seek objectives must be translated into spesific information needs. The research plan should be presented in written proposition.A written proposal is especially important when the research project is large and complex or when an outside firm carries it out. The proposal should cover the management problem addresed and the research objective, the information to be obtain, and the way the result will help management decision making. The proposal also should include research cost. Gathering secondary data subaltern data is information that already exist somewhere, having been collected for another purpose. For example Wendys use the data of population demographic in Indonesia. Primary data collectionPrimary data is information collected for spesific purpose at hand. Some research approach of primary data collection are observational research, ethnographic research, survey research, experimental research. Wendys use survey research which is gathering primary data by asking people question about their knowledge, attitudes, preferences, and buying behavior. Implementing the research plan The researcher puts the marketing research plan into action. This involve collecting, processing, and analysing the information. Researcher should watch closely to make sure that the plan is implemented correctly.Researcher must also process and analysis the collected data to isolate important information and determinations. Interpreting and reporting the finding Researcher must interpret the findings, draw conclusion, and report them to management. Researcher should present important findings that are efficacious in the major decision faced by management. Managers and researcher must work together closely when interpreting research result, and both must share responsibility for the research process and resulting decision, 2. Consumer Markets and Consumer Buyer Behaviour. The kinds of sign that affecting con sumer behaviour is AgeYounge people prefer menu like burger, fried chicken, french fries, and softdrink while the older customer prefer some food which has less oil like salad, baked potatoes and soup. It is because the age influence the physical and health condition of people. So, older people prefer some food that can bring the healthiness for them. But, whatever the product is both of them are prioritizing the quality. Economic The consumer market of Wendys is middle up class because comparing to the other Indonesia food restaurant the price of Wendys restaurant is higher than them.The causatives of the buyer that affect the willingness to buy the Wendys product is physicological needs which is hunger and thirst. Especially the drive or motive of customer to effect physical need through Wendys is a quality offered and the kind of the menu that the competitor dont have it. The process going before customer going to buy Wendys product is Need recognition Is the first state of the buyer decision process, in which the consumer recognizes a problem or need, in this case hunger and thirst. Information searchIs the stages of a buyer decision process in which the consumer is arrowsedto search for more information the consumer may simply have heightened attention or may go into active i nformation search. In this case the consumer of Wendys have decide to find the food and drink which can satisfy them from hunger and thirsst, so they will pay more attention to the advertising of restaurant through website, brochure, and also the location of restaurant. Evaluation of alternatives Is the stages of buyer decision process in which the consumer use information to evaluate alternatives brand in the choise sets.Consumer swill face some choise of restaurant that can fulfill their needs, generally they will evaluate the kind of western food or Indonesian food or other kind food. And then after they choose Western food, they will evaluate again some brands of the simil ar food which is the competitors of Wendys such as McDonald, KFC, A&W, Burger King, CFC, etc. Purchase decision Is the buyer decision about which brand to purchase. Generally, the consumer purchase decision will be to buy the most preffered brand, but 2 factors can come between the purchase intention and purchase decision.The first action is the attitude of others. In this case if the customers friends think that he should buy the special menu at Wendys then the chances of his buying at other restaurant are reduce. The second factor is unexpected situational factor. The consumer may form a purchase intention based on factor such expected income, expected price, and expected program benefit. In this case if the consumer friend promote or tell him that there are discunt at Wendys then he will have the intention to buy Wendys product. Postpurchase BehaviourIs the stages of the buyer decision process in which the consumer takes further action after purchase base on their satisfaction or disatisfaction. The answer lies in the relationship between the consumer expectation and the product percieved performance. If the products fall short of expectation, the consumer is dissapointed if it meets expectation the consumer is satisfied if it axceeds expectation, the consumer is delighted. The management of Wendys says that almost consumer of Wendys will be satisfied even more delighted because they guarantee that Wendys give the best quality to their consumer.So, theyre sure that their customer will satisfied and doing the repeat consumption. 3. Customer-Driven Marketing Strategy Market segmentation Dividing a market into smaller groups with distinc needs, characteristic, or behaviour who might require separate products or marketing mix. a. Demographic The demographic segmentation consist of gender (male and female), age (range of ages), etc. b. Geographic Tha geographic segmentation consist of America, Africa, Europe, Asia and Australia. Market targeting Now Wendys m ust evaluate the various segment and decides how many and which segment it can serve best. . Demographic Wendys has a segmentation of universal gender (male and female), all ages. b. Geographic Wendys restaurant covers the America, Europe and Asia region. distinction and positioning Product position is the way the product is defined by consumers on important attribute, the places the products occupies in consumers minds relatives to competing product. Wendys has the position of their product in quality and has various menu which common competitor did not have. Such as baked potato. 4. Product, services, and branding strategy. ProductThe product that offer by Wendys is consumer product which is product bought by final consumer for personal consumption. The type of consumer product is convinience product that the customer usually buys frequently, immediately, and with a marginal of comparison and buying effort. In this case the product is fast food which often placed in many locat ion to make customer Wendys readly available when customer needs them. Branding Brand equity is the positive differencial that knowing the brand name has on customers respond to the product or service.Wendys Indonesia is a franchise of international Wendys so the the brand name just follow the original brand. The choose of the brand name Wendys base on the reason of unbiased word (only using one word) to make the customer remember the brand easily. E. Role as an accountant to help Wendys Accounting division in wendys is under finance division. Wendys finacnce division is straight under mr. Ipengs supervision. The directed division creates the division to be one of the high leveled side of company. They collaborate with all division to create budgets and all of the financial matters of the company.Not only in sales probelms but also in companys staff welfare. All the companys incentives, fee, and wages is hed by this important division The finance and accounting will help the mark eting to plan the budget and give the funding to the respective division that needs it. All the funding are checked and revised by the accounting and finance division. All flow of monetary streams are going in one way, Its finance division In order to create good environment for the company to run its business, the company must have all the resources needed to create it.Accountants must have the authority to give consents to other division. So there is no fraud or collusion around the company. Accounting division must have everything that happens in the company for all Inventory, slips, checks, everything that goes into the action important to the company. Accountants must have the authority to take all proves and bank slips in order to have lower control risk as well as to lower inherent risks. Every loans, borrowings, charity in and out to the company always have to report it to finance and accounting division. It is needed to have credibility to run the company.F. Summary & Recom mendation Wendys has been one of the biggest fast food restaurants all over the world. It arrived in Jakarta back in 1992 and PT Sirat bought it in 1997. PT Wendy Citrarasa took over Wendys Indonesia in 2006. Wendys restaurant has five departments, which are marketing, operational, bussiness development, supply chain, and finance. Esspecially for the marketing department, they work closely with other departments in making decision in marketing strategies, and all of the interrelated departments have an impact on the marketing departments plan and action.G. References www. wikipedia. com www. wendys. com Kotler, Philip, & Gary Armstrong. 2009. Principles of Marketing. 12th Edition. Wendys Pacific Place, Jakarta Wendys Braga, Bandung Marketing Director finance Director Owner Supply arrange Director Operational Director Bussiness Development Director Marketing Comm. Manager Graphic Designer regulate Manager Store Manager 1 Store Manager 2 Store Manager 3 Store Manager 26 Project Man ager Architec Purchasing Manager Logistic Manager Finance Accountancy