Wendy Citrarasa

PT. WENDY CITRARASA Alexandre Richard Arief Putratama Said Ryandiaz ACCOUNTING 4 pic Campus BSD City Bumi Serpong Damai 15321 Island of Java Ind unrivalledsia June 2011 ACKNOWLEDGEMENTS First of each(prenominal), we would wish soundly to thank God t come to the fore ensemble-powerful for His blessing during the a unless from the start until the end of the interview at PT. Wendy Citrarasa. Our ag classify would in addition uniform to thank PT. Wendy Citrarasa, who managed to sp argon us few age for the interview and provide resources in order to finish the ensure. especi t bulge ensembley to Mr.Ipeng Widjojo, the possessor of Wendys for this opportunity. The knowledge came from this project has been a great opportunity on a real business example on a incorporate grocerying. Author bidwise thank to Mr. Bernadus Agus Finardi (Swiss German University selling lecturer) for his assitance towards the project. In the end, we would like to apologize if at that place is whatsoever un headingal mis portion outs. It is our deepest mindset that this project news report may broaden up the knowledge of the readers and we appreciate any feed hindquarterss. thank you. BSD City, 2011 abstract PT. WENDY CITRARASA his paper argon a compilation of what the school-age child had acquire during in class session with Mr. Bernardus Agus Finardi, and the interview with Mr. Ipeng Widjojo as the Head of PT. Wendy Citrarasa. The utilization of this paper is to operate student able to understand more than close to selling theory, and the market behind PT. Wendy Citrarasa. The interview was held on 26th may 2011 by Mr. Ipeng Widjojo himself. This project is judge to be submitted on 10th june 2011. The group atomic number 18 expected to anlyze the real case in indonesia from the perspective of node Driven merchandising dodge.The extends of the topic takes close to chapter in the Principle of merchandising book which are Company General Overview, trade purlieu and abridgment, Marketing dodge, Marketing Mix, guest Driven Marketing Strategy, New-Products Development, determine Products Understanding and Caputring Customer measure, and Advertising & Public Relations. a. Background 1. TOPICS BACKGROUND closely viands refers to sustenance that chamberpot be prepared and served quickly. Fast fodder restaurants usually reserve a walk up counter or drive-thru window where you order and pick up your nutriment.There is a lot of internationalistic unfluctuating pabulum restaurants in Indonesia much(prenominal)(prenominal) as Mcdonalds, KFC, Burger King, and many more. Wendys archaic Fashioned Hamburgers (simply kn let as Wendys) is an international fast food restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The confederation determined to move its home miserly to Dublin, Ohio, on January 29, 2006. As of March 2010, Wendys was the worlds tierce largest beefburger fast food chain with approximately 6,650 jams, meeting McDonalds 31,000+ locations and Burger Kings 12,000+ locations.On April 24, 2008, the company inform a merger with Triarc, the parent company of Arbys. Despite the new ownership, Wendys headquarters remained in Dublin. Previously, Wendys had rejected more than ii grease ones palmsout offers from Triarc Companies Inc. Following the merger, Triarc became known as Wendys/Arbys Group, a unrestrictedly traded company. (RUPSLB), which was held on August 10, 2010. PT Wendy Citrarasa is the firm that engenders all the Wendys franchise in Indonesia. Currently, it is owned by Ipeng Widjojo, who had studied in the Boston University back in the early 1990s 2. Interview PurposeThe take aim of the interview is to afford student understand almost marketing in reality and to make student learn about the suffice in the company. Added on, it allow prevail student experience which be intentful for students future. 3. orderology This report i s a combination from what the writer has acquire from university and during the interview period with Mr. Ipeng Widjojo 1. 4 Theory review According to most reliable references, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have quantify for nodes, clients, take offners, and society at large. Marketing is a produce or assistant selling think overall activities. It generates the scheme that underlies sales agreements techniques, business communication, and business phylogenesiss. It is an integrated process through which companies build strong node relationships and take deal for their customers and for themselves. Marketing is utilise to detect the customer, satisfy the customer, and keep the customer. With the customer as the steering of its activities, it can be concluded that marketing management is one of the major(ip) components of business management.Marketing evolved to meet the stasis in developing new markets make upd by get along markets and overcapacities in the last 2-3 centuries The adoption of marketing strategies requires businesses to shift their focus from ware to the perceived needs and wants of their customers as the pith of staying profitable. Marketing is mappingd 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 service restaurant company and is comprised of the Wendys and Arbys give aways, two companies distinguished by traditions of reference food and service. The company, with approximately $12 trillion in system-wide sales, owns or franchises over 10,000 restaurants. Approximately 77% of Wendys restaurants are franchised, the absolute majority of which are located in North America. Wendys and its affiliates employ more than 46,000 community in its global operations. In fiscal year 2006, the firm had $2. 469 one million million million (USD) in essential sales.While Wendys sets standards for exterior store appearance, food quality and card, one-on-one owners have control over hours of operations, interior decor, monetary value 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 whatever major cities in Indonesia such as Jakarta, Bandung, Jogjakarta, and Surabaya. pic Wendys current logo picpic 1. 5. 1 vision of WENDYSTo continuously grow stakeholder pass judgment by leveraging the strengths of our vibrant, independent restaurant brands 1. 5. 2 mission of wendys People Maintain aligned, people-driven subtlety and hold dears. ?Attract, retain, and develop top talent. ?Offer performance-driven recompense and rewards. Brands Support independent, relevant, and healthy brands foc customd on sales growth and profitability. withdraw and financial backing excellent brand leadership (CEO, President, CMO, etc. ). Profitability isthmus 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)(a) new platforms, international expansion, refranchising, etc. ).? Seek acquisitions of different brands and opportunities for growth. Value Establish metrics for creating shareholder value. Provide displumeive franchisee ROI/value and combative business models. Demonstrate community-minded citizenship, and giving back by sharing the wealth. 1. 5. 3 WENDYS CORE VALUE Integrity We pledge honesty, integrity and good behavior in e rattling(prenominal)(prenominal)thing we do. AccountabilityWe hold ourselves and our aggroups accountable to deliver positive proves. comply We treat people the way we would like to be treated. Responsibility We retrieve in giving back to improve the quality of life in our communities. Innovation We strive to become better every day, two personally and in the services and products we produce. Team cause We are resulting to put the team and the teams needs sooner 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, pay, search & 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 sections, which are marketing, operational, bussiness development, put up chain, and pay. Esspecially for the marketing department, they w ork closely with other departments in making conclusion in marketing strategies, and all of the interrelated departments have an impact on the marketing departments plan and action.They work to achieve aims which is customer value and satisfaction. Supplier Talking about the supplier of Wendys Restaurant, it impart be closely to the material of the foods & drinks and others properties. Generally, 20% of food materials is still imported. For the elemental material of the recipe, like cheese, seasoning (chili, tomato), etc, it is imported from the international supplier. The reason is delinquent to the discernment of those imported material is several(predicate) from the topical anaesthetic material, and if Wendys use the local material, it causes the different original recipe of Wendys placard.Similarly, Wendys in like manner imported beef from the international supplier, and the reason is same, which is the different taste. While, they use local supplier for the chicken. M arketing Intermediaries They have no marketing intermediaries because they only sale their product by their own store. Customer The customer of Wendys is consumer market which consist of individual and household that steal foods and drinks for personal consumption. Competitor They verbalize 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 compare to their competitor. Public General public which is Wendys need to be concern about general pabric posture toward its product and activities because the public image of the Wendys go forth affect its acquire. 2. Macroevironment demographic Environment Based on survey, Wendys menu can attract all gender, notwithstanding for the age they said that old people favour some less oil menu like baked potato, salad and dope while the younger people prefer the menu like burger, heat chicken, and french fre nch fries. Economic EnvironmentTalking about economic condition of their consumer especially in Indonesia Wendys has segmentation to reach middle up class. Natural Environment Is natural resources that are postulate as inputs by Wendys such as meat, vegetables, and seasoning food material. Technological Environment Is a forces that manufacture new technologies, creating new product and market oportunities. As a fast food restaurant, Wendys has use some technology that supported its operate process. For example when customer order the food, the waitress directly speciate 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 happen upon out and limit various organization and individuals in a given society. Especially in Indonesia, the laws that closely related to the food business is about proper. 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 values, perseption, preferences, and doings.Wendys as a branch of West culture restaurant has been sucsessful bringing 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 macroenvironment for the company is about how Wendys restaurant can research, plan, 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. much(prenominal) as McDonald, KFC, Burger King, CFC, A&W, etc which has their own specialty. So, Wendys has to improve their quality and onwa rd motion 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 depart alleviate Wendys to build relationship with customers. Because all of the streams of companys environment entrust connect 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 serve well to promote, sell, and distribute its products to net purchasers. They include resellers, sensual distribution firms, marketing service agencies, and financial intermediaries. In Wendys they only have sensual distri bution firms marketing service agencies, and financial intermediaries.Marketing service agencies is fully controlled and walk solely with other socio-economic class. And in addition banks is in companys principal(prenominal) role. The customers hold a very measurable role in the life of the company. The company will certainly give 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 impart like Hoka-Hoka Bento, and so on.Chapter 4 Wendys have its own marketing training system to support the daily operations of Wendys. Because of the many grade 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 ma rketers will have better target, and win the goal of companys challenge. Wendys keep daily sales and careen the data 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 lastingness of selling. When Wendys wants to launch a new product, they invariably 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 applied in Wendys.Because everybodys with middle middle-upper economic power will buy their product. Do non affect about o ccupation, gender, age, lifestyles, personality, everybody is willing to buy Wendys because Wendys is very for everybody. Wendys does non take separate 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 bureau itself in the market different than the other fast food competitors like Kentucky Fried Chicken, McDonalds, A&W, etc. quality is their pinpoint of marketing. Most middle-upper consumers are smart buyers. They can choose whats good and non. So, Wendys does non 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 numeral pricey price, because consumers believe that the price is okay with the quality they give to them.Chapter 8 stigmatization Strategy The brand is well-known in the world and it has been in Indonesia 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 coarse has its unique product by geographical side. Chapter 10 Pricing Products Pricing Strategies The price set by Wendys Citra Rasa is based 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 ma rketing 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 of the selected food. In other words, good value pricing give the consumers more quality for the same price or more quality for tied(p) less.Value added pricing is a way to build pricing power, to escape the price competition and to scarceify high 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 constantly 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 e verything 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 the faithfulness 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 sagacity and give report to the headquarters.And the headquarters give commands to other fraction, say, operational division, and then, the stopping point is taken whether the new product should be launched or not. solely the sales daily report is given to the headquarters. In that case, they can decide when to forward the price. Wendys can reverse 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 1000 Rp 5000. Chap ter 15 Advertising & Public Relation Wendys Citrarasa has its own marketing and advertising division.This division controls all the design, public relations, and everything that is machine-accessible to communicating to customers. The main advertising objective is to make people interest 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 on a lower floor the railway. They havent ever tried and true above the line (TV ads). Unlike any other fast food rivals, that have tried above the line and getting mediocre response, Wendys always does below the line but it has gain some serious markets in it. play type of adverts that they have applied to their stores is for example, when people come to their store, the waiter / narrator always take up and give customers recommendation of new products so they can try their new products. And Wendys store manager tried to ask the customers feedback by asking how good is the food today, etc. Promotional, they applied some method in stockpilening 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 time, and soon the promotion terminated. In the ads task, 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 accession 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 looking for the problem that ap pears (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, physical body 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 informati on 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-effect relationship (causal research) Developing the research plan interrogation objectives must be translated into spesific information needs. The research plan should be presented in written proposal.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 flakeary data Secondary data is information that already exist somewhere, having been collected for another purpose. For example Wendys use th e data of population demographic in Indonesia. Primary data collectionPrimary data is information collected for spesific purpose at hand. Some research onward motion of immemorial 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 touch on collecting, processing, and analysing the information. Researcher should watch closely to make sure that the plan is enforced correctly.Researcher must also process and analysis the collected data to keep apart important information and findings. Interpreting and reporting the finding Researcher must interpret the findings, draw conclusion, and report them to management. Researcher should present important findings that are useful in the m ajor decision faced by management. charabancs 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 feature of speech that affecting consumer behaviour is AgeYounge people prefer menu like burger, hot up 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 analyse to the other Indonesia food restaurant the price of Wendys restaurant is higher than them.The motives of the buyer that affect the willingness to buy the Wendys product is physicologic al needs which is aridity and thirst. Especially the drive or motive of customer to fulfill 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 citation 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 supple 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 valuate alternatives brand in the choise sets.Consumer swill face some choise of restaurant that can fulfill their needs, generally they will mensurate 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 similar 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 progr am 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, characteri stic, 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 must 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. Differentiation and determineing 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 stigmatisation strategy. ProductThe product that offer by Wendys i s 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 minimum of comparison and buying effort. In this case the product is fast food which often placed in many location 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 simple 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 pay division. Wendys finacnce division is straight under mr. Ipengs supervision. The directed division creates the division to be one of the high le veled 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 marketing 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 geological period 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. Accounta nts 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 & Recommendation 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 Marketin g. 12th Edition. Wendys Pacific Place, Jakarta Wendys Braga, Bandung Marketing Director Finance Director Owner Supply filament Director Operational Director Bussiness Development Director Marketing Comm. Manager Graphic Designer District Manager computer storage Manager 1 Store Manager 2 Store Manager 3 Store Manager 26 Project Manager Architec Purchasing Manager logistical Manager Finance Accountancy