]

1B

2014

Business Observation

CHATIME

Discussion Group: 5

S B M I T B 2 0 1 7

1. Novia Amalia Rizky – 19714133

2. Rr. Rahmanissa Salsabila – 19714134

3. Nisa Nurjanah – 19714137

4. Tari Sri Rejeki – 19714139

5. Vida Fitriani – 19714140

6. Yoko Sariputra – 19714141

7. Muhammad Fajar P - 19714159

Introduction

Retail business now widespread fast in Indonesia, it's because the change of people nowadays lifestyle which affected by the global community. Simple way in access establish business relationships with various companies in the world is easier than befor.. This is certainly encouraging Indonesian businessmen to spread their wings in business world. So many retail businesses which growing rapidly and the demand by people, including Wal-Mart, Carrefour, Indomaret and Chatime. In addition to high give high quality of service, this retail businesses also have a special attraction for the community as a famous brand or a uniqueness that is not obtained from other companies. Well of course, many things can be learned from this retail business, not just a mere superiority but there needs to be facing a SWOT analysis of this business. These all the background why did we observations SWOT analysis in this retail business, Chatime Dago Bandung.

What business is all about

Chatime is a company which promotes bubble tea from Taiwan. The concept of Chatime itself is "Good tea good time", where the beverage is in accordance with the popular taste ranging from children, teens to adults.

Brief history of the business

Chatime is a taiwanese franchise founded in 2005 with over 800 retail outlets across countries like Taiwan, Malaysia, China, India, Macau, Vietnam, Singapore, Hong Kong, Thailand, Korea, Philippines, , Indonesia, Australia, dubai, Vietnam, Canada, UK, and the United State.

Chatime found in 2011st February by Ace Hardware Indonesia, which holds the sole right franchise Chatime bubble tea Indonesia. This is a prime chatime outlets in shopping malls Living World Alam Sutera, Tangera.

The concept of Chatime itself is "Good tea good time", where the beverage is in accordance with the popular taste ranging from children, teens to adults.

Throughout his journey until now Chatime Indonesia has more than 100 outlets spread across Indonesia including Bandung Dago Plaza Chatime which was inaugurated in July 2014 ago.

Location of the businessChatime Dago Plaza Bandung located in the city is the largest in Indonesia chatime

store which inaugurated inJuly 2014. Its locationis strategic because itis close to shopping centers and other franchises. So it is possible for the buyer to stop and enjoy the services of this chatime.

Profile and Background

Head Manager’s Profile

Name : Teresa Wibowo

Age : 25

Education : University of Southern California

( Bachelor's Degree, Bachelor of Science in Business Administration )

Fudan University(Associate's Degree, Certificate of Completion )

Job : Departement Head Marketing Communication Kawan Lama Retail + GeraiChatime

Position : Head Manager of Marketing

Hobby : Photography, advertising, design, diving, snowboarding and travellin

Position OfficeHead Manager of Marketing

Chatime

General Manager of Marketing & Communication

PT ACE Hardware Indonesia, Tbk

Marketing Communication Division Head

PT ACE Hardware Indonesia, Tbk

Account ExecutiveLeo Burnett

Co-ManagerForever 21

Respondent profiles

Mas Supriyatna

Respondent’s Profile

Name : Supriyatna

Job : Works at Chatime Dago Plaza

Position : Leader Store

Age : 20th years

Education : Tamatan SMA

Job Experience :Has worked in the franchise Chatime branch Kepatihan, Balubur, and Dago Plaza

General business activity

Marketing Analysis

a. Product

Chatime has 75 variant menu, which is they release their new taste every 3-6 months.The most favourit product is Pearl Milk Tea

Description :

Milky Sun Moon lake black tea topped with our chewy black pearls.

Price : 19 k (Regular)22 k (Large)

b. Place

Chatime has more than 100 outlets store in Indonesia. In Bandung they have 9 outlets store, and in the near term they will open at Bandung Indah Plaza, Trans Studio Mall, and Bandung Electric Centre

Each Chatime outlet store has a different marketing target, it depends on how potention the area, while the theme is same for every

Chatime outlet store, Sweet-colorful-caffe

c. Price

For all regular size, they have a variety price. It consist 34 variety menu of tea, coffee, and juice. The price among IDR 15k - IDR 24k (exclude topping), extra charge for upsize cup portion into a large one, and a same charge for each additional topping.

d. Promotion

General business activity

Cooperation

Example: Kakao Talk, Agnes Mo CD, Air Asia, etc

Promo

Benefit:getsone pointeachtransactionmultiple of5000

Promotion Methods

Membership

Monthly Program

Example: Independence day promo on august

Order

And Then

Cashier

Receipt of paymentand the drink to

customer

Saving Box

Enjoy The Chatime!

Give to

Give The

Take Out Drink from

Sales in a Week

*the graph represent cup sold

Human Resource

Not only customer satisfaction which is always observed by Chatimeperformance of its employees. At Chatimeasset. Chatime believe that by making their employees feel happy and comfortable at work, the performance of employees to serve their customers better. For that, Chatime routinely hold the "Coffee Morning" event family and enjoyed work at Chatimewith other professionals in different branchemployees more intens, the event also aimsChatime to find solutions to thes

0100200300400500600

700

800

900

1000

Weekday

Sales in a Week

Human Resource

Not only customer satisfaction which is always observed by Chatime, At Chatime, employees become one of the most important

Chatime believe that by making their employees feel happy and comfortable at work, the performance of employees to serve their customers better. For that, Chatime routinely

Coffee Morning" event which aims to make their employees, becomes part of the family and enjoyed work at Chatime. In this event the employee can establish connected with other professionals in different branch. In addition to make the relationship between employees more intens, the event also aims to evaluate the deficiencies/problems

these problems.

WeekendSpecial promo

price

, but also the become one of the most important

Chatime believe that by making their employees feel happy and comfortable at work, the performance of employees to serve their customers better. For that, Chatime routinely

becomes part of the In this event the employee can establish connected

In addition to make the relationship between deficiencies/problems at

Dago plaza outlet has 15 employee, they doing shift session twice a day, morning and afternoon.Shift option:1. 07.00-15.002. 08.00-16.003. 09.00-17.00

They work 8 hours a day regularly. Salary: UMR Bandung city For Chatime, staff is key employee andalsotheir assets

Financial

Revenue

Average Price Totals Perdays PermonthWeekdays Rp 21.000 400 Cups Rp 8.400.000 Rp 252.000.000Weekend Rp 21.000 700 Cups Rp 14.700.000 Rp 441.000.000Promotion Rp 21.000 1000 Cups Rp 21.000.000 Rp 630.000.000

Owner

Head of Manager

Staff(divided into cashier, administration, shaker, and production)

Storeleader(organizing staff)

Teamleader(leader of staff)

Manager area(controll an area which copnsist several Chatime outlet store in a

same area

Supervisor(organizing one Chatime outlet store internally and externally)

0

10

20

30

40

50

60

70

Weekdays Weekend Promotion

Perdays

Permounth

Chatime’s Operational Flowchart Order

ORDERED MATERIALS FROM STAFF

TOPPING MAKERS

SMALL WAREHOUSEIN OULET STORE

TEA MAKERS

MACHINE CASHIER

STRUCT ORDERSHAKERS

~POURING

~TOPPING

~SHIELD

STORAGEREFRIGERATOR

CENTRE WAREHOUSE

CUSTOMER’S ORDER

PICK UP YOUR FRESH CHATIME

SWOT Analysis

a. The strengths of the business

Chatime has several advantages including prioritizes the well-being of their employees, they are an asset of the business. Chatime salaried employees in accordance with the minimum wage in London in addition to this, they also have advantages in terms of product quality, to make customers become interested and want to keep coming. Chatime presents a wide selection of drinks that are served with homemade recipes. Chatime interior design is made as attractive as possible to provide comfort to every customer who comes, they will be greeted by the waiters when they had just entered. On any given day Chatime will give discounts for customers who have joined to become a member, not only for the customers Chatime also held a joint recreation for its employees every month.

b. The weaknesses of the business

Chatime now have a lot of customers but they also have problems in aspects of service. Chatime only have 15 employee to serve customer that come from 400 to 700 people a day so customers often have to wait a long time to buy what they want to drink and they also often have to be willing to jostle. The other weakness is people who come is almost teenagers, even though that is the own chatime target. But we think its much better if we can make a business for all ages. Then sometimes customers number exceed the capacity of available seats. So there are few buyers often ask more seats.Chatime has often worked together with Kakao Talk, posting informations in many social media such as instagram, twitter but Chatime in Dago here doesn't have access wifi service. Chatime also has little problem in price because we think its an expensive price to buy "just a drink" for the lower classes . Sometimes customers number exceed the capacity of available seats. So there are few buyers often ask more seats.

c. The opportunities for the business

Chatime has an opportunites such as they will built bigger place with buy a place beside them. Then another good opportunity in there is if there is Ace Hardware so it must be Chatime beside there. Therefore, people who are tired of shopping in the Ace Hardware definitely interested in the tavern drinking Chatime which is right next to Ace Hardware store. Chatime also has a good opportunity because the place always established between factory outlet, clothes shop or in mall and its being a profit booster for Chatime everyday.

d. The threats for the business

Chatime has some threats such as if they do not dare to make new innovation again like make a snack or dessert. The customers will decrease over time because they will bored if just buy thats drink everytime. Moreover people who recommend Chatime to make a new innovation food again is their customers too. So they really want to taste something new from Chatime products. For the competitors themselves theres no threat for now, because they only have one competitor for the same type of drink. Its Calais and in Dago theres no Calais so they havent competitor in that place for now. Another threat as there is a customer complaint through social media because promotion can not be used. It was feared would destroy itself imaging chatime. Beside that, famous Chatime make the fraudsters out there interested in making social media scams capitalize. They make instagram, or twitter chatime and make other promotions and hold a lie so often detrimental to Chatime for damaging their good name.

GALLERY

The other side of Chatime

With Mas Supriyatna (Team Leader Chatime Dago Plaza Bandung)

Customers

Menu

Employee’s card

The other side of employee’s card. There’s the chatime’s vision and mission and chatime employee’s disciplinary rules.

SWOT CONCLUSION

Strength

-They make their employees to be their business asset.

-Always give best service to the customer.

-Unique tea and coffe.

-Fast order, 20 seconds/glass.

-Has an attractive and cute design interiorto provide comfort to every customer who comes.

-Chatime always make a new promotion every month.

-Strongly branded

Weakness

- Expensive price.

-People who come is almost teenagers, even though that is the own chatime target.

-Sometimes customers number exceed the capacity of available seats. So there are few buyers often ask more seats.

-No wi-fi.

-Have no different with other competitor.

Oppurtunity

-They will built bigger place with buy a place beside them.

-The place always established between factory outlet, clothes shop or in mall and its being a profit booster for Chatime everyday.

Threats

-The customers will decrease if they haven’t brave to make food innovation.

-There is a customer complaint through social media.

-Price fraud through social media.