Date post: | 24-May-2015 |
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Health & Medicine |
Upload: | paskah-widarani |
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VISION & MISSION
VISION : preversing healthy living through healthy catering.
MISSION : supplying a hygine, healthy, adequate calories foods based on
RDA (Recommended Dietary Allowance) and Indonesian Medical Nutrition Society (PDGMI)
supplying gourmet to those in special goals program for weight loss and weight gain.
supplying gourmet for common illness patient to support their therapy.
MARKETING ORGANIZATIONAL STRUCTURE
BRAND ELEMENT
BRAND NAME : SUGARCANE
TAGLINE : Healthy Living, Holistic Life
LOGO:
INDUSTRY ANALYSIS
CONSUMER ANALYSIS
NEED
WANT
PREFERENCE
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHPeopleQualityFeature
Competitive Price
WEAKNESSIncomparable Resources
Area Restriction
SWOT ANALYSIS
OPPORTUNITIESBusiness ExpansionBrand Worth
THREATIncomparable Resources
COMPETITOR OVERVIEWPRIMA DIET CATERING WHITE LOTUS
OVERVIEW not only it helps accelerate the process of losing body weight, but also to provide the highest satisfaction in taste experience.
enjoy stunning food because blending nutrition knowledge, food technology expertise, and produce nutrition science based gourmet.
PRODUCT - Regular Slim Package-Power Slim Program- Kidzgourmet
- Vegetarian- Nutrition during and after pregnancy- Smart food for kids- Nutrition Solution for Autism
PRICERp 70.000 – Rp 95.000 per box
Rp 105.000 – Rp 155.000,- per box
STP
MARKET SEGMENTATION
MARKET SEGMENTATIONGEOGRAPHIC SEGMENTATIONArea : JAKARTA
MARKET SEGMENTATION
AGE 35 – 64
FAMILY LIFE CYCLE YOUNG MARRIED, OLDER MARRIED
GENDER MALE, FEMALE
INCOME > RP 20.000.000,- / MONTH
OCCUPATION DIRECTORS, CEO, CONSULAT
EDUCATION COLLEGE GRADUATES
SOCIAL CLASS UPPER MIDDLES, UPPER UPPERS
DEMOGRAPHIC SEGMENTATION
MARKET SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
• PEOPLE WITH HEALTHY LIFESTYLE• PEOPLE WITH COMMON ILLNESS
TARGETING
highly educated people with high income, who living and working in Jakarta that concern with their health and also the costumers who have a common ilness to support their theraphy
POSITIONING
as a catering service that provides healthy food for customers who are aware of the health and who have problems with health.
MARKETING MIX
MARKETING MIX
PRODUCT
MARKETING MIX
PRICE
One Stop Healthy Catering Services ( Catering + Personal Nutritionists)2 meals X 20 working days = 40 meals for Rp 4.500.000/month
Healthy Catering Services2 meals X 20 working days = 40 meals for Rp 3.500.000/month
MARKETING MIX
PEOPLE
PROCESS
PHYSICAL EVIDENCE
MARKETING MIX
PLACE
MARKETING MIX
PROMOTION
MARKETING MIX
MARKETING MIX
FINANCIAL ANALYSIS
TARGET SALES
FINANCIAL ANALYSIS
SUGARCANE HEALTHY CATERING
INCOME STATEMENT
2010 2011 2012
SALES:
Healthy Catering 6.300.000.000 8.190.000.000 11.466.000.000
One Stop Healthy Catering 2.400.000.000 3.120.000.000 4.368.000.000
- -
TOTAL SALES 8.700.000.000 11.310.000.000 15.834.000.000
Cost of Sales: 3.480.000.000 4.524.000.000 6.333.600.000
TOTAL COST OF SALES 3.480.000.000 4.524.000.000 6.333.600.000
GROSS PROFIT 5.220.000.000 6.786.000.000 9.500.400.000
OPERATING EXPENSE:
VARIABLE OPERATING EXPENSE
Wages expense 360.000.000 396.000.000 475.200.000
Marketing expense 600.000.000 660.000.000 726.000.000
Transportation expense 435.000.000 565.500.000 791.700.000
Utilities expense 60.000.000 66.000.000 72.600.000
General & Administrative Expense 15.000.000 16.500.000 18.150.000
Repairs & Maintenance 20.000.000 22.000.000 24.200.000
Misceleneous Expense 10.000.000 11.000.000 12.100.000
TOTAL VARIABLE OPERATING EXPENSE 1.500.000.000 1.737.000.000 2.119.950.000
FIXED OPERATING EXPENSE:
Salaries expense 840.000.000 924.000.000 1.108.800.000
Depreciation expense 100.000.000 100.000.000 100.000.000
Rent Expense 1.200.000.000 1.200.000.000 1.200.000.000
TOTAL FIXED OPERATING EXPENSE: 2.140.000.000 2.224.000.000 2.408.800.000
TOTAL OPERATING EXPENSE 3.640.000.000 3.961.000.000 4.528.750.000
OTHER EXPENSE:
Interest Expense 12.000.000 12.000.000 12.000.000
TOTAL OTHER EXPENSE 12.000.000 12.000.000 12.000.000
NET INCOME BEFORE INCOME TAXES 1.568.000.000 2.813.000.000 4.959.650.000
FINANCIAL ANALYSIS
MARKETING EXPENSE REPORT
THANK YOU
“ My definition of success is to live your life in a way that causes you to feel a ton of pleasure and very little pain - and because of your lifestyle, have the
people around you feel a lot more pleasure than they do pain. ”
- Tony Robbins -