Stasiun Pempek : A Business Plan.

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Maranatha Christian University

ABSTRACT

Indonesia memiliki beraneka ragam makanan tradisional, salah

satunya adalah pempek, makanan khas Palembang. Namun pempek juga merupakan salah satu makanan favorit di Bandung. Hal inilah yang

menjadi dasar berdirinya Stasiun Pempek di Bandung.

Stasiun Pempek memiliki target market yaitu orang-orang yang berada di wilayah Bandung barat, terutama mereka yang gemar menyantap pempek. Harga yang ditawarkan mulai dari Rp2,500-Rp8,000. Stasiun Pempek terletak di seberang Stasiun Bandung Jl. Kebon Kawung no.50. Promosi yang digunakan adalah bauran komunikasi pemasaran, dengan menggunakan logo, brosur, banner, radio dan koran. Terlebih lagi, Stasiun Pempek membuat promosi via internet yang dapat diakses dengan alamat www.sp.co.id. Dalam aspek operasional, Stasiun Pempek memiliki proses pembuatan pempek (manufacturing process), dan proses pelayanan konsumen (service process). Bisnis ini membutuhkan empat belas orang karyawan yang tergabung dalam tiga departemen, yaitu: General

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EXECUTIVE SUMMARY

Stasiun Pempek, unlike typical pempek restaurant, will provide unique

pempek in the nuance of restaurant. Stasiun Pempek is the answer to an

increasing demand of a nuance restaurant. Our target market wants: (1) a great

taste of pempek at a competitive price, (2) fast and friendly service, and (3)

experience of the comfortable nuance. Our total commitment to open a

comfortable pempek restaurant with the nuance of Palembang City is a smart

idea to satisfy our target market. Taste and feel the different yourself!

Based on size of market and defined market area, Stasiun Pempek needs IDR

85.912.000 as the capital. The supplement financing is required to prepare

selected site, purchase of the material and cover expenses during the first year of

operation. This financing will allow Stasiun Pempek to successfully open and

maintain operations to provide its consumers with an inviting atmosphere and

quality product. This business payback period is in the first year, which is ten

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CHAPTER I

THE BACKGROUND

1.1. Background of Business

Indonesia consists of many provinces that are rich of traditional foods

as the element of the culture. There are hundreds of various and unique

Indonesian traditional foods (Husnul par. 7). One of them is pempek, a fish dumpling long known as a special delicacy of Palembang, South Sumatra.

Pempek has now become a commodity that has spread in many cities across the country including Bandung. It is caused by the advantage

earned from this culinary business. The business of pempek culinary can

bring profit (Arifah par. 5). Therefore, people who sell pempek always intend to get advantages from the positive response of consumers by

promoting their business, improving the taste and also by creating a new

innovation of product.

Besides improving the product, many pempek restaurants in Bandung

also add the value of the restaurant itself, such as by serving consumers

with good services and setting a comfortable place in order that they will

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2 Maranatha Christian University 10 pempek restaurants in west Bandung, most of them do not use a

concept that shows the traditional nuance of the restaurant. Many people

like traditional restaurants that serve traditional nuance. This is shown

from the survey that I did for 100 people in west part of Bandung, the

result was 80% people agree that traditional restaurants should provide

the traditional nuance.

Considering this condition, I am going to open a pempek restaurant

whose concept is the traditional nuance of Palembang. The reason of

opening this business is because of two factors. The main factor is that,

culinary business is always needed by consumers. It is a long-lasting

business because everyone needs food (Wilhem par.1). Besides, one key

success in running a culinary business is the love of the food (Sudarmi

par. 18). Based on the newly conducted survey that I did to 100 people in

west Bandung, there are 86% of people who love pempek very much. In other words, it proves that many people like pempek.

The additional factor why I am very proud of pempek as Palembang traditional cuisine is because it is a must to promote Indonesian traditional

food in order to introduce the characteristic of Indonesian culture (Aulia

par.2). Therefore, by opening this business, there is a chance to introduce

Palembang traditional cuisine and its nuance as part of Indonesian culture.

In addition, I have the skill to make pempek and I have the knowledge in running this business because I had observed the process of running this

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I am going to name my business Stasiun Pempek (henceforth, SP).

Stasiun means station. Therefore, SP means a place where pempek is provided as its main menu. The reason of choosing this name is because

the location of the business is across of the railway station namely Stasiun

Bandung. I also consider this location as the most suitable place to open

SP because it is strategic and is in the uptown of Bandung.

1.2. Unique Selling Preposition

There are many pempek sellers in Bandung who make new creation of

pempek, such as pempek sosis and keju. It is because people like new creation of the food. New variations of food are created every year

because Bandung people are interested in new, delicious and peculiar

foods (Aprianti par.1). In order to satisfy the need of the consumers, SP

also sells pempek sosis and keju. However, SP has specialties that will

surpass the product from other competitors. One of them is the innovation

of pempek sapi because the fillings are grinded beef and egg. Another

innovation is pempek sayur which fillings are onions, cabbage and carrot. I did a survey on 100 people in west part of Bandung in order to know

people’s interest about these new innovations of pempek. As a result, 89%

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4 Maranatha Christian University 1.3. SWOT Analysis

In planning the business, SP needs to analyze the SWOT aspect.

Kotler and Armstrong state that “the overall evaluation of a company’s

strengths, weaknesses, opportunities, and threats is called SWOT analysis” (102). Referring to this theory, the analysis of strengths,

weaknesses, opportunities, and threats as a strategic plan of SP will be

discussed in the following paragraphs.

1.3.1. Strengths

In opening the business, SP considers its strengths as the advantages. Based on Allan’s statements, strengths refer to “the competitive

advantages and other distinctive competencies that a company can exert in the marketplace” (par. 1). One of the strengths is that, SP is a pempek

restaurant that offers various fillings. SP considers that product, price and

service quality are the most important things of the business. Therefore,

SP intends to satisfy consumers by providing delicious and various

pempek in low prices as well as serving them well.

The other specialties of SP are the comfortable dining room. SP plays

Palembang traditional songs and decorates the wall by using songket

Palembang and pictures of Palembang monument such as monument

Pancasila, and miniature of Ampera Bridge. By providing these,

consumers will feel the nuance of Palembang.

The other strength of SP is the location because this is one of the

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most of public transportations pass through the station. This creates easy

access for people who intend to buy pempek at SP.

1.3.2. Weakness

In running this business, there are some weaknesses of SP. According to Allan, weakness is “constraint that hinders movements in certain

directions” (par. 2). One of the weaknesses is that, SP is a new restaurant

that still has limited capital especially for its marketing communication. Kotler and Keller define marketing communication as “firm attempt to

inform, persuade and remind consumer–directly or indirectly-about the products and brands they sell” (510). The limited marketing

communication will cause consumers not to have trust to SP.

The next weakness is pempek is not the main food that makes people

always consume it. People usually have it at snacking time or as

substitution food. Therefore they prefer visiting other restaurants that

provide main food.

Another weakness is that SP has minimum facility and capacity. The

room size is small which is only 3 meter width and 12 meter length. The

parking area is limited which is only for two cars.

Moreover, the distribution of the product is not maximum. It means the

product has not scattered extensively because SP does not have any

branch. People who live far from SP have to travel for a long distance

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6 Maranatha Christian University 1.3.3. Opportunity

Opportunity creates a chance to raise the income of SP. Opportunity is “an area of buyer need or potential interest which in a company can

perform profitably” (Kotler and Armstrong 102). Learning from the theory,

SP intends to get the beneficial opportunities that are available. The first is

that SP has qualified product at the lowest price among the three

competitors namely Pempek Pak Raden, Pempek Rama and Pempek Bikinanku. The good service that SP offers can invite people to buy

pempek at SP. The next opportunity is the traditional nuance that can create the good brand positioning in the mind of the consumers. Moreover,

the strategic location creates easy access to visit SP.

1.3.4. Threat

Kotler and Armstrong point out that threat is “a challenge posed by an

unfavorable trend or development that would lead, in the absence of defensive marketing action, to deterioration in sales or profit” (104).

According to the theory, threat is unfavorable condition that can affect the

profit of the business. SP also has threats when running this business.

One of them is that the consumers have the tendency to be reluctant to

visit the restaurant because of its limited capacity and facility. The next

threat is that SP is a new business, which makes consumers have low

trust and consumers’ awareness. The non-extensive distribution of the

product can make consumers who are far from SP have to spend more

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restaurants rather than SP such as Pempek Pak Raden, Pempek Rama,

also Pempek Bikinanku.

Another threat is that, pempek is not the main food. Based on the

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