Puspa Catering Services : "Marketing Strategy for Improving Company Profitability"

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Widjaja, Edwin and Setyanto, Budi and Kurniawan, Feter and Setiawan, Budi and Sutasurya, Yohannes and Arudi, Gathut and Sulistyawan (2008) Puspa Catering Services : "Marketing Strategy for Improving Company Profitability". Other. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Submitted)

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Abstract

Puspa Catering Services, a strategic business unit under PT Puspa Widjaja Utama, is a corporation under the laws of the country of Indonesia which has been engaged in the business of providing high quality food catering services as an off-premise caterer to businesses and individuals in the greater Jakarta area for the past 24 years. The company is managed by a team of professional individuals with a total of 24 years experience in the field of food services whose all of them belong to Poespowidjojo family with one of the members being a well known person in the country, Ms. Titiek Puspa, who has been giving a significant contribution to the success of the company. The current situation has been a great pressure to the company with the existence of the very high reception hall charges which are ranging between 20% -40% of total sales, while at the same time, its sales to the reception hall market is playing the biggest role in company's business. With respect to this problem, Puspa has been putting its effort to increase its sales to non-reception hall markets and has developed a new strategy that divide the market into three segments ie, high income, medium income, and low income. This strategy has significantly brought the charges down to 12.9% in 2007, but still below the company's target of 10% due to the lack of effort done by the Marketing and Sales Department to develop their marketing strategic plan to cope with the company's business plan.

Item Type: Monograph (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 17 Jan 2020 08:27
Last Modified: 17 Jan 2020 08:27
URI: http://repository.ipmi.ac.id/id/eprint/413

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