The objectives of this study are to evaluate Kem Group objectives and to propose a marketing strategy for Kem Chicks expansion program.

Our study shows that most of the reasons for expansion are not supported by hard data. The objectives for expansion are actually strategies for the new store. Furthermore, expatriate population and growth are not adequate to support the expansion. We also found that Japanese customers are not tapped seriously.



We recommend that Kem Chicks expands the target market to include more Japanese and more rich Indonesians. We also recommend that the management consider customer survey, possible new positioning, and media advertising.



Research location: PT Boga Ratu Rata

Supervisor: Timothy J. Malloy

Accept: December 6, 1990