Play House Essay

5319 words - 21 pages





Aria Perwira

Bernardus Putranda P

Digon permadi

M.Bima Aryawan

M.Wahyudi A.N

Yongky Ganessasio





Executive Summary

PlayHouse Cafe merupakan caf� yang menawarkan konsep unik, dan belum pernah ada sebelumnya di Yogyakarta. PlayHouse Cafe menawarkan konsep caf� untuk tempat berkumpul bersama teman-teman yang dilengkapi dengan tawaran permainan menarik, mulai dari board games hingga permainan dengan konsep rumah hantu dipadukan dengan permainan yang membutuhkan strategi untuk menyelesaikannya. Dengan konsep yang menarik dan tidak monoton ini, pengunjung tidak hanya sekedar menjadikan PlayHouse Cafe sebagai meeting point, namun juga menjadi salah satu alternative untuk melepaskan kelelahan dan kepenatan atas aktivitas sehari-hari.

2.0 Situational Analysis

2.1 Current Product Analysis

Selama ini caf�-caf� di Jogjakarta pada umumnya menyediakan menu kopi,coklat, nasi, dan iceblend, sementara teh jarang disentuh oleh produsen (caf�) karena mereka melihat bahwa kecendrungan konsumen untuk minum teh dikafe itu kecil, lebih baik meka membeli teh yang lebih murah ditempat lain dibandingkan di caf�, tetapi tidak menutup kemungkinan bahwa konsumen akan memesan teh, produsen tetap menyediakan produk teh tetapi berbeda dengan yang lain. seperti Dixie menyediakan teh refill, harga dibandrol Rp 12.000. Pada umunnya mereka menggunakan distribusi langsung, dari produsen (caf�) langsung menjual produknya ke end user (konsumen). Dan untuk distribusi yang berhubungan dengan supplier, biasanya setiap caf� telah menggunakan system long term contract, dimana supplier yang digunakan merupakan supplier tetap untuk bahan-bahan baku utama mereka seperti kopi, teh, dan coklat.

Kegiatan promosi caf� di dijogja hanya sebatas flayer, diskon, baliho, dan menspsonsori event tertentu. Selain atribut produk, harga, jalur distribusi dan promosi yang dilakukan oleh pelaku industri caf�, ada hal lain yang perlu diperhatikan juga, yaitu adalah servis atau pelayanan yang ditawarkan kepada pengunjung. Ada beberapa servis tambahan yang cukup menarik yang ditawarkan di caf�-caf� di Jogjakarta, antara lain jasa ramal menggunakan kartu tarot, hotspot dengan kecepatan internet yang tinggi, tv kabel, dan berbagai macam permainan-permainan sederhana (kartu, ottello, ular tangga) dan juga bahan bacaan yang menarik.

2.2 Current Target Market

Industry Cafe di Jogjakarta memiliki beragam jenis segmen misalanya ada caf� yang menyasar pada dua target mahasiswa dan keluarga, karena didalam industri ini, konsumen dibagi-bagi ke beberapa kelompok yang share keinginan dan kebutuhan yang sama. Misalnya ada caf� yang diperuntukan bagi keluarga yang mencari tempat untuk berkumpul dan makan bersama, atau bagi para mahasiswa yang sekedar ingin mencari meeting point untuk sekedar...

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