Profil Perusahaan Kopi PT AYAM MERAK

Profil Perusahaan PT. AYAM MERAK :

Nama : PT. AYAM MERAK

Terbentuk : 1962

Pendiri : Witowijaya

Sejarah singkat PT. AYAM MERAK

PT. AYAM MERAK adalah sebuah perusahaan yang bergerak dalam industri kopi bubuk, yang berlokasi di Jakarta Utara. Perusahaan ini didirikan oleh bapak Witowijaya pada tahun 1962. Perusahaan ini memiliki merk ” AYAM MERAK ” dalam bentuk perusahaan perseorangan. Dalam kegiatannya perusahaan mengalami perkembangan yang sangat pesat, kemudian  perusahaan perseorangan tidak cocok lagi.

            Pada tahun 1970 an, tepatnya pada tanggal 21 januari 1979 dihadapan notaris Richardus Nangkih Sinulingga, SH. Jakarta, telah dibuat suatu akta pendirian PT. AYAM MERAK dengan nomor 343\1979. PT. AYAM MERAK ini berbentuk perseroan terbatas, dengan modal permulaan sebesar Rp 4.000.000 ( empat juta rupiah ). Kepemilikan saham perseroan terbatas ini dimiliki sepenuhnya oleh  bapak Witowijaya beserta keluarganya, sehingga bisa disebut PT. AYAM MERAK yang merupakan perseroan terbatas tertutup. Adapun tujuan utama perusahaan adalah memaksimalkan laba perusahaan.

            Pada tahun 1991, Bapak Witowijaya dipanggil kerumah tuhan. Setelah sepeninggalan Bapak Witowijaya, maka perusahaan PT. AYAM MERAK diambil alih oleh generasi kedua. Dalam operasionalnya generasi kedua yang menjalankan perusahaan PT. AYAM MERAK dapat melaksakannya dengan baik, sehingga perusahaan tersebut tetap beroperasi dengan baik sampai sekarang dan bahkan berkembang dengan pesat.

Analisis 4P :

       I.            Product

Berikut ini adalah sebagian jenis dari produk yang dihasilkan oleh PT. AYAM MERAK:

Ayam Merak kopi gula

Ayam Merak kopi susu

Ayam Merak Classic

    II.            Price

Harga untuk penjualan kopi ayam merak dinilai standar, sama seperti harga kopi sachet yang lainnya

 III.            Place

Kopi Ayam Merak terdapat di berbagai tempat diseluruh Indonesia. Seperti minimarket, pasar tradisional, dsb

 IV.            Promotion

Promosi yang telah dilakukan oleh PT. AYAM MERAK berupa iklan di berbagai media seperti televisi, majalah, koran, baliho, dll.

Chapter 2 : Company and Marketing Strategy

Company and Marketing Strategy

Company-Wide Strategic Planning :

Defining Marketing’s Role

Strategic planning  is the process

of developing and maintaining a strategic fit between the organizations goal

and capabilities and if changing marketing. Each company must do the strategic

for long-run survival, to increase the profit etc for example McDonald’

company. From the start Kroc preached a motto of QSCV-quality,service,cleanliness, andvalue. By applying these value, the

company perfected the fastfood concept delivering convenient, good quality food

at affordable price.

Defining A Market Oriented Mission

A mission statement is a statement of

organization ‘s purpose-what if  want to accomplish in the larger

environment. For example Facebook  doesn’t define itself as just online

social network. Its mission to connect people around the world and help them

share important moments in their lives.

Setting Company Objectives And Goals

The company needs to turn its mission

into detailed supporting objective for each level of management. Each manager

should have objectives and be responsible for reaching them.

Marketing Stategy And Marketing Mix

Marketing strategy is the marketing

logic by which the company hopes to create this customer value and achieve

these profitable relationship.

Customer-Driven Marketing Strategy

Market Segmentation 

The process of dividing a market into distinct groups of buyer who have different needs,characteristic, or behavior, and who might require separate products of marketing programs.

Market Targeting

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

Market Differentiation And Positioning

Positioning is arranging for a product to occupy a clear, distinctive, and desirable place reltive to competing product in the minds of target consumers. Differentiation is actually differentiating the market offering to create superior customer value.

McDonald's : A Costumer-Focused "Plan to Win" Strategy

McDonald's : A Costumer-Focused "Plan to Win" Strategy 

From the start, Kroc preached a motto of QSCV-quality, service, cleanliness, and value.By applying these value, the company perfected the fast-food concept delivering convenient good quality food at affordable prices.

McDonald’s grew quickly to become the world’s  

largest fast-feeder. The fast-food giant now serves more than 68 million  

customers each day through more than 33,000 restaurants in 118 countries,  

racking up system-wide sales of more than $85 billion annually.

In the mid-1990s, however, McDonald’s fortune began to turn. Americans were seeking  healthier eating options.To fix the problem, McDonald tried new products but it failed. McDonald’s and its strategy  

needed to adapt.

In early 2003, McDonald’s announced new strategic blueprint called “Plan to Win”. The mission of this strategic was refocused the company on it’s costumer. No longer satisfied with being  “the world’s best quick-service restaurant,” McDonald’s changed its mission to “being our costumer’s favorite place and way to eat”. In line with the new mission, the company built its Plan to Win around five basic of an exceptional 

costumer experience: people, products, place, price, and promotion. Rather than simply working to provide the cheapest, most convenient meals to costumers, the Plan to Win, along with the seemingly simple shift in mission, motivated McDonald’s and its employee to facus on quality and the overall costumer restaurant experience.

Under the Plan to win, McDonald’s got back to the basic business of taking care customer. The goal was to get “ better, not just bigger”., McDonald’s now pursue  what the industry call  “platform”.

Since announcing its Plan to Win, McDonald’s total restaurant sales have increase by 87 percent, profit have nearly quadrupled, and McDonald’s stock price has tripled. Despite the tough times, from 2008 through the start of 2011, McDonald’s achieved a lofty 12.7 percent compound annual return to investors  

versus the Standard & Poor's average-29 percent.