19th AVENUE- RESTAURANT AND BAR –

By: Febiyani Santoso (1501206684)

Internal Environment

4P

•Product•Price•Place•Promotion

Product

• 19th Avenue offers:- Continental and Asian menu: Pasta, Steaks, Pizza, American, Asian and many more.- Alcohol and non-alcohol beverage: Beers (local & imported), Red Wine and White Wine.- Ambiance and Service: All are packaged within relaxing ambiance and unique design interior, as well as, friendly and warm service.

Product

• 19th Avenue Also Provides Big Events, Such as : Birthday Parties, Reunion, Group Meeting, Catering and Delivery.

• Capacity can reach Up to 200 People Sitting with Table. (Two Floor Story) or 300-400 Standing

Product

• In addition, there is a Play-Sation-3 Corner available to play and LCD screen+projector to watch [football] together.

• According to the products offered, potential market is targeted to the youth and people who are seeking for hanging out place.

Product

PriceFood pricing:

- AppetizerStarting from 22k

- Main Course Starting from 32k

- DessertStarting from 26k

Price

Beverage pricing:

- Non AlcoholStarting from 10k

- Alcohol Starting from 22k

• Pricing at 19th Avenue is subject to 10% Goverment Tax and 5% Service Charge

• According to the pricing, market is targeted to medium-high level.

Price

Place

• 19th Avenue is a Restaurant and Bar Located in West Jakarta.

• @Greenville blok AV no.19, West Jakarta.

• Greenville is well-known as an area to dine in West Jakarta; there are places to choose along the way.

Place

• Apart from it,Greenville is considered as a residence area for medium-high market.

• There are some renowned university in West Jakarta, means there are many college students.

• According to the place, potential market is targeted to people who live around West Jakarta.

Place

Promotion

Promotion

Promotion

Promotion

Promotion• Promotion is divided into two categories:– Frequently: every Monday/every Tuesday/every ...– By event: Valentine, New Year, Performance,

competition• Promotion is obviously targeted to Youth who seeks

for hanging out place.• Promotion is spread via social media and by email

marketing.

How They Grab Customer

How They Grab Customer

• Updated promo is spread via social media and by email marketing.

• They realize that this way is effective and efficient to grab their potential market.

• Excellent and warm service provided is added value that increases the number of repeat customer.

• Then, they proactively offer a Member Card with particular benefits for their loyal customer.

How They Grab Customer

Tagline “AWESOME”, is a value that must be delivered to each and every customer.

Strengths:- Member Card with particular benefits- Personal touch to customer by email marketing and social media- Play Sation 3 corner (free)- Unique design interior, with relaxing ambiance- Nice and friendly service- Games- LCD screen + projector to watch [football] together- Social Responsibility: charity, garage sale

External Environment

Competitive• Along the way of Greenville street, there are

many places to dine.

• It is uncontrollable whether what, when, where other restaurant open and close, as well as, what values they come up with.

• 19th Avenue should bring their awesome value and uniqueness consistently and aware of competition in order to be leading.

Political and Legal• Example, they should follow the rule of the

regional minimum wage for staff.

• This year, the Property Tax is updated by Government. Then, as a business organization 19th Avenue should follow the rules.

• President elections is coming soon!! Certainly, many aspects are unstable.

Technological• Undeniable, technology is always developing.

• Nowadays, almost all people use a gadget (in metropolitan city, most people use more than one gadget). Moreover, most of them are smartphone which supports internet-based messengers, social media mobile application, and push-up email.

• Recently, 4G is coming to town!! Then we have to take action to start updating our marketing strategy.

Social• Includes social status, income, gender, lifestyle, health

consciousness, population growth rate, age distribution, career attitudes, and emphasis on safety.

• College students who have lifestyle to hang out at late night certainly have different consumer behaviour with college students who don’t.

• If another university is built, then the number of prospect customers is increased. In holiday period, the number of college students market is decreased.

Economic• Exchange rates affect the costs of exporting

goods and the supply and price of imported goods in an economy.

• Months ago, rupiahs was decreasing. And recently, rupiahs is strengthened.

• This condition affects both pricing/promotion offered by 19th Avenue and absolutely consumer behaviour

References• http://19thavenuejakarta.blogspot.com/• Materi at http://binusmaya.binus.ac.id/• https://www.facebook.com/19thavenue• Dialog with the Owner of 19th Avenue