Group Assignment

Marketing Planning and Control




“HERO supermarket”

Group :
Ardi Darmawan (2007110022)
Eggy Stefanus (2007110018)
Patricia Condro (2007110019)
Pingkan (2007110017)
Ronald (2007111103)


Class
Marketing 11-4C
SWOT analysis

Strengths
- Has experiences in managing supermarket
- Located on strategic locations
- Outstanding achievements
- Hero as a pioneer for a famous retail business in Indonesia which has an affiliation in Asia Pacific like Hong Kong, Singapore, China, & Taiwan is about to embark as a major expansion program in Indonesia for all the business format like Hypermarket, Supermarket, Convenience Store,Pharmacy/Health & Beauty stores. (yang ini ditandain ama mam, kaek na salah d, mam tulis kurang preparation gt kata na kelompok kt)



Weaknesses

- The place is relative small
- Incomplete stocks of products
- The quality of groceries, such as fruits, vegetables, and meat are not really fresh
- The price is relative expensive
- Uncompetent staff


Opportunities

- The change in consumers attitude
People used to buy daily products in traditional market, but nowadays people prefer supermarket to traditional market. As we know that supermarket is more convenience than traditional market and it becomes a special advantage to consumers to buy their daily products in supermarket
- Events that is held by the supermarket
By holding some events, such as drawing competition that used to be held very often by hero supermarket could bring the image up. Traditional market never do this.


Threats
- A lot of new competitors such as superindo, food hall, etc.
- Nowadays economic condition is not good
This makes people save their spendings and less purchase





Strategy & Objective

Make people more aware so that hero will be the first choice of its designated target market again.




Marketing mix & tactics


Product
- Expand more variants of product (in next 5 months)
- Provide better quality of products (in next 3 months)

Price
- Set more competitive prices comparing with other competitor (in next 4 months)
- Give many discounts (in next 6 months)
- Using psychological pricing strategy (in next 5 months)

Promotion
- Held events to increase awareness (brand reconition), such as :
1. cooking competition (in next 8 months)
2. Drawing competition (in next 5 months)
- Give monthly catalogue (in next 3 months)
- Cooperate with some banks in Indonesia that can give discounts by purchasing with their credit cards (in next 7 months)
- Monthly promotions Make a draw lots or lucky draw for the payment that is more than Rp 500.000,- for 1 payment. (in next 5 months)
- Anniversary promotions : Make draw prizes which the main prize is a Car (Toyota Avanza)
- “Weekend promotion”, that give great offers to any product selections. (in next 5 months)
- Cooperate with one of mobile server, e.g. Telkomsel or Indosat. The program is a reward that will be advantaging the customer that is free reload/ recharged the card after they purchased the selected promotion item in HERO (in next 7 months)

Place
- Re-manage the product to be classified systematically (in next 4 months)
- Expanding the building, so that HERO will have more space (in next 7 months) (kata mam : “all hero are small ??”)
- Reinforce HERO image in customer mind that HERO has been built in the strategic place (in next 5 months)

Physical Evidence
To gain the satisfaction of the customer, HERO has to arrange the storage and display more systematic. The customer can find the daily goods more easily. The second tactic is HERO will renovate the store more modern and comfortable for customer to increase awareness and good image of HERO Supermarket. (in next 3 months)

People
HERO want to be more excellent in service by holding training session for the employee which aim to train the employee to serve the customer even better. The training such as personality and attitude will be given to the employee. (in next 4 months)


Process
Hero gives facility for the customer by provides easy payment by credit card with no minimum payment. This facility will ease the customer through the payment process. (in next 7 months)


PLC
In this time, “Hero” is positioned in Maturity and going to decline, because name of “Hero” is going down and people prefer go to “Carrefour”, “Hypermart”, or “Giant”.