Introduction

Pisa Cafe Karawaci has been running their business in their current place for about 3 years. As the end of free space renting period (5 years) has been approaching, management of Pisa Cafe has to take a careful consideration from many points of views to take a decision whether to stay or leave the current place.

Pisa Cafe Karawaci is situated in one of the key business area in Karawaci. Here are the summary of the situation of & description of Pisa Cafe Karawaci:

Business concept: Family Restaurant & Cafe

Branches: Menteng, Cilandak Town Square (only for ice cream) and Karawaci

Karawaci business surroundings:

* 30 Restaurants

* 3 Cafes

* 3 Condominiums

- Amartapura, Menara Matahari, Condominium Golf

* 3 Business Parks (Sudirman Business Park, Lippo Cyber Park, Karawaci Office Park)

* Super Mall Karawaci

* 36 Business Entities



1.1 Background of study

As mentioned earlier in order to stay in the current place, Pisa Cafe must consider the cost of space renting that will be imposed sometimes in the future if they consider staying in their current place. In order to do so, one best alternative for Pisa Cafe Karawaci is to carefully assess whether they have chance to Increase their overall profitability.

The source of overall profitability may come from different areas of improvement. Efficiency in operations, better market segmentation, targeting & position are the selected key areas which require further exploration. Findings from these areas of exploration will be used to create a strategic business recommendation to achieve the targeted objective: to increase business profitability.



1.2 Objectives of Study

The objectives of the study are to:

.To understand Pisa Cafe market segmentation in Karawaci .To propose possible positioning .To propose program strategy

All of the study objectives above are aimed to answer single objective

"How to increase Profitability of Pisa Cafe Karawaci".



Research Location : Pisa Cafe Karawaci

Supervisor : Satya Heragandhi

Accepted : 17 October 2005