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 businessness and individuals in the Jakarta greater area for the past 24 years.



The company is managed by a ateam of professional individuals with a total 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 is ranging between 20%-40% of total sales, while at the same time, its sales to 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 market and has developed a new strategy that divide the market into three segment i.e high income, medium income, and low income. This strategy has been significantly brought the charges down to 12.9% in 2007, but still below company's target of 10% due to lack of effort done by the Marketing and Sales Depertment to develop their marketing strategic plan to cope with company 's business plan.



To increase the "non-reception hall" sales, Puspa need to strategize its marketing strategy with unique value propositions to customers. based on our analysis and in order for the company to be successful in penetrating "non-reception hall" catering market in Jakarta, our group proposes the following:



* Restructure the sales & marketing organization to be focused in each catergory which is reception hall and non-reception hall market

* Maintain its well established reception hall business and increases the non-reception hall by developing a new marketing strategic plan that will enable the company to attract its new targeted customers especially corporations in certain geographical area (e.g. Central Business District in Jakarta)

* Formulate and implement a new Standard Operating Procedure that will support its new plan by setting a higher performance standard of work, creating a high coordination between each division, and being a control tool for marketing and sales operation.

* Apply a web based interactive to help customers getting all the information regarding their purchase plan that will suit their needs and budget. This will increase the uniqueness & efficiency of company's operation.



We have noticed that there are some critical success factors for Puspa to be able to increase its non-reception hall business:

* innovative and focused food consultancy

* support or backup from other division

* strong leadership

Finally, we came up with some new thoughts that might be important for the future growth of the company and they include the followings:

- increase credibility through certification:

* Halal certification

* Hazardous & critical control point (HACCP) Certification

- Business development targeted to NonRreception Hall market:

* Schools (elementary, high schools, universities0

* premium meals package

* executive luxury meals for institution

* Dietetic /organic foods catering (children & adult)

* arisan catering (including "rumah arisan"concept)

* mobile catering for celebrity events

* picnic package catering

* "expatriates"

(it is recommended for the company to have a new position i.e. "Manager Coordinator" in marketing new organization structure who must certainly have a good qualification including English proficiency)





Research Location : PT. Puspa Widjaja Utama (Puspa Catering)

Supervisor : Alex Iskandar Munaf

Accepted : October 15, 2008



Confidential until October 15, 2013