PT Healthy Food Catering: “Rantang-Rantang” (The Healthier The Better)

Rantang-Rantang is a healthy food catering company that serves employees in “Segitiga Emas” area (Sudirman, Thamrin, Kuningan). The generic strategy chosen by the company is focus cost. Rantang-Rantang tries to capture opportunities arise from increasing awareness about healthy living in Indonesia. According to several surveys regarding healthy living, majority of people living in big cities claimed that good health is very important and will do anything to maintain a good health. They also believe that a good diet is an important part of healthy living and willing to start paying attention to daily nutrition intake. Rantang-Rantang has a 5, 10, and 20 days healthy lunch package that can be chosen by its customer. The company offers price/quality positioning through good quality service with affordable price (30.000 IDR – 40.000 IDR). In delivering the value proposition, the company will offer a healthy, varied, reliable food, with lower price from what competitors can offer. The company expects to serve an average of 1.308 pax everyday on the first year and 2.288 pax everyday on the fifth year. To introduce the service provided and achieve sales target, Rantang – Rantang will roll out a continuous marketing activities which focus on specific target market. The activities will include Advertising, Sales Promotion. Publicity, Direct Marketing, Interactive Marketing, Marketing Event, and Personal Selling. To support operational activity, Rantang - Rantang will established its office and kitchen in Tebet, South Jakarta area. Rantang - Rantang will set up its food processing activity using batch process and will use service shop method to establish contact with consumer. A Standard Operating Procedure (SOP) will be used to maintain its service quality on the best level. Rantang - Rantang will also use lead strategy as its production capacity strategy for the 1st year , and then use average strategy for the subsequent years. Regarding service delivery to customer, Rantang - Rantang will establish strategic motorcycle delivery to ensure on time delivery to our customer. The culture of the company is DEPIM (Disiplin, Efisiensi, Pelayanan Prima, Integritas, Menginspirasi). Company supports employee productivity by giving not only financial compensation which is salary; overtime; commission; Jamsostek; health benefit; bonus; and THR, but also non financial compensation like regular day off for employee, and company family gathering. Company will gives bonus based on Key Performance Indicator (KPI) assessment, which will also be used as indicator for career development. In order to achieve its business objective, Rantang Rantang will need an initial investment of IDR 1.93 Billion. This initial investment will be used to prepare all operational asset which include operational kitchen/office, operational vehicle, cooking utensils and cash for working capital. Rantang Rantang will use common stock and preffered stock to fund the initial investment with targeted cost of capital of 16.50%. To be able to operate smoothly, Rantang Rantang will impose conservative working capital policy, in which company will use long term loan/investment to fund fixed asset investment and permanent current asset, while temporer current asset will be funded using short term loan. Based on company’s financial projection, Rantang Rantang will gained revenue of IDR 11.2 Billion in its most likely projection. With GPM of 48% in the first year and growing to 53% in the fifth year, and NPM growing to 22% in the fifth year, Rantang Rantang’s management believe that the company’s profit will grow up to 20% YOY in its first 5 operational years.