Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
INDOMARET PERPUSAT
1406565606
Febe Rahellea
1406567460
Raymondus Bramantya
Yeremia Natanael
1406579076
1406534632
FACULTY OF ECONOMICS
UNIVERSITY OF INDONESIA
1
STATEMENT OF AUTHORSHIP
We, as signed below, clearly testify that the following paper is purely our own work.
No one elses work is used in this paper unless stated otherwise. This paper and materials in it
has not been used before as assignments in other classes unless states otherwise. We clearly
understand that our submitted work can be distributed and inspected to detect plagiarism.
Signature
Febe Rahellea
1406565606
1406567460
Raymondus Bramantya
1406579076
Class
Yeremia Natanael
1406534632
Introduction to Business
Title of Paper :
Date
21 December 2014
Lecture
TABLE OF CONTENTS
Table of Contents
Part 1 :
Introduction
1.1.
Opening
1.2.
Part 2 :
Analysis
2.1.
2.2.
2.3.
2.4.
2.5.
SWOT Analysis
Part 3 :
Closing
3.1.
Conclusion
3.2.
Group Recommendation
Reference
Appendix
- Questionnaire
- Interview Transcript
- Group Photo and Company Stamp
INTRODUCTION
1.1. OPENING
Company description reports are becoming a very important tool in analyzing and
understanding how a company is operating. Internally it helps the board of executives to
collect data, analyzing company practices, and look at the overview of the company. This
helps the company decide whether there needs to be any internal and structural change in
how the company is operating. Potential practices can be focused upon and optimalized
while declining practices can be fixed or replaced.
In addition, by understanding the company as a whole, the company can determine
how to position themselves in the current market. This is especially important in brand
image, which is the marketing technique of creating a brand personality and traits.
Externally, company description reports can help investors in deciding the potential of
a company. This can help them in deciding whether to invest in the company or not. By
having crucial information in the workings of the company, investors are able to calculate and
manage the risk of their investment. Stockholders can also determine whether or not the
shares of the company are potential markets to get into. Looking at the trends that the
company is going through can be the deciding factor of whether to buy stocks or not.
This is why we have compiled a short company description for PT Indomaret,
especially for the branch in University of Indonesias Central Library. Bearing its nations
name, Indomaret is a convenience store that is located in various places locations, generally
in Indonesia but has expanded to other Association of Southeast Asian Nation territories.
Relatively smaller than supermarkets like Giant and Hypermart, one single Indomaret chain
can be considered a small medium enterprise, though combined it is a large company.
One of them, being the focus of this paper, is the Indomaret chain in University of
Indonesia. This Indomaret is located in University of Indonesias Central Library. This
particular chain has the name, Indomaret Perpusat, which is bears its name from the
Indonesian acronym of central library. From this point on, this particular chain is referred by
the authors as Indomaret Perpusat.
researched by the authors. Thus the following questions where raised and issued important to
answer in determining the operations of Indomaret Perpusat
1.
2.
3.
4.
5.
6.
7.
In order to find the correct information for these questions, the authors conducted
several ways of gathering information. First the authors formulated specific questions in a
questionnaire that were concerning the management of Indomaret Perpusat. These questions
served as a guideline to ensure that all relevant questions and answers were gathered.
Second, the authors conducted a face-to-face interview with the Head of Store of
Indomaret Perpusat. The questionnaire was then asked to the head of store. The interview
was audio recorded and hand written notes were also taken.
Lastly, the authors took through relevant websites and books in order to find the
remaining questions that were needed to make a clear picture of the operations in Indomaret
Perpusat. These references are all stated in the back of the paper.
ANALYSIS
2.1. CREATING THE INDOMARET EXPERIENCE IN UNIVERSITY OF INDONESIA
Indomaret Perpusat is a Indomaret subsidiary branch located in University of
Indonesias Central Library. Known as the Crystal of Knowledge by the academics in the
university, the library is the largest library in the Association of Southeast Asian Nation.
Upon this grand opportunity to generate large profits, an Indomaret branch was opened in
December 2012.
Like any other Indomaret, Indomaret Perpusat uses a franchise system. Though in the
interview with the manager we were unable to reveal the name of the franchisor in this
particular Indomaret, we do know that the franchisor rarely gets involved in the operations,
marketing, and management of the Indomaret. Instead these functions are run by the central
administrative board of PT Indomaret.
According to the official website of PT Indomaret, there are unique benefits for
franchisors in the Indomaret brand. Indomaret promises that by joining with Indomaret,
franchisors will get a first hand experience on modern stores and how they operate. Not only
that but the chance to connect with popular and large brands, enter potential markets,
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accumulated opportunities in handling more than one branch, and minimal risk. Another perk
of being a franchisor is that they do not have to work full time in the business due to the
integrated operational management conducted by the central administrative board of PT
Indomaret.
Since this store is located in the University of Indonesias Central Library, the store
must comply with the regulations set by University of Indonesia and the Central Library.
One clear difference is in the operational schedule of the store. Normally Indomaret stores
either open for 24 Hours or close at 9 P.M. The Indomaret Perpusat however must close
when the Central Library which is at 7 P.M.
Not only that, but Indomaret Perpusat must also store their inventory and goods
within the given storage area. Storing goods outside the given area is a violation of the
Central Library regulations. In our interview, we found out that there have been many
incidents with the Central Library and Indomaret Perpusat about merchandise and inventory
being stored outside the given warehouse space. It was reported that the warehouse which
was given to Indomaret Perpusat by the Central Library is not adequate for normally
Indomaret inventory. Not to mention that sometimes Indomaret branches have to store
inventory temporarily until it is shipping to the actual designated Indomaret. Indomaret
Perpusat has given many complaints to the central administrative board that it simply cant
accept temporary inventory in its area, due to limited warehouse spaces given by the Central
Library. In our interview, we noticed that there were boxes of Indomaret goods being stored
behind the store. The manager confessed that they were holding temporarily goods that
would be shipped later off and had to hide it in the back of the store in order that it is not
noticed by the authorities of the Central Library.
Head of store
Assistant Head of store
Cashier
(3 People)
Merchandiser (2 People)
The working system uses a shift system. Each day consist of 2 shifts. The first shift
begins at 7 A.M. and ends at 4 P.M., while the second shift begins at 12 A.M. and ends at 7
P.M. Every worker works 1 shift within every day of the week and guaranteed 1 full day off
each week.
To motivate and guide the employees, every day before business hours begin, the head
of store holds briefings with the rest of the employees, reminds the of things that need to be
done and finished, and remind them to especially treat the customers well and comfortably.
As a financial incentives, the employees are given a wage system as their salary
system. To ensure that the employees are motivated to work their best and most productive,
there are available bonus plans that exist if the store is able to achieve the monthly sales
target. Since the bonuses are framed into one store, it is hoped that the employees will work
together as a team instead of individually, in order for them all to get bonuses, this will
improve store productivity and potential growth. In addition, employees also get Insurance
Schemes administered by the central administrative board.
www.indomaret.co.id
@indomaret
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Youtube
Indomaret
Call Center
SMS Center
E-mail
1500 - 580
0816 - 500 - 580
kontak@indomaret.co.id
Customer can find information such as Indomaret stores location, discount promo,
membership, information about franchise opportunity and news about Indomaret CSR
campaign. There is one unique thing from this website. Indomaret places articles which are
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not directly related with selling and buying activities, articles about health and environment.
But, these articles may contribute in building the brand image that is focusing on customer by
caring about other aspects rather than business relationship.
2. Membership card
To build customer loyalty, Indomaret has launched membership card or called as
Indomaret card. Collaborating with Bank Mandiri, they produce the first multifunction
membership card in Indonesia.
Customer can pay their telephone bill, utility bill, credit card bill and so on. This card
is also function as electronic money to make transaction in any of Indomaret stores. This
definitely put customers on ease since no physical cash needed to be carried anymore.
3. Indomaret Delivery
This program is one of Indomaret service towards customers. Customers
can simply see and choose in the catalog which product (household
furniture, electronic gadget) they prefer to buy. After payment, the
product can be taken by customers or delivered to specific location they
desire.
4. Other Service
Indomaret also serves financial service as provision of ATM machine and Western
Union. There is also goods delivery service (like JNE or TIKI), trough I-Paket. For
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transportation needs, Indomaret serves ticket purchasing for train and plane. Last but not
least, Indomaret serves telephone credit purchasing for telecommunication needs.
With all the service programs explained above, it can be concluded that Indomaret
does focus on customer satisfaction. Indomaret has received Customer Satisfaction Award
from Roy Morgan Research. With the motto Semua jadi Mudah, all the services have been
successfully developed brand image as expected and hopefully it can maintain Indomaret
popularity in the future.
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The finance of the store becomes entirely the responsibility of the head of store. This
means everything from budgeting to the financial statements. The draft of budgeting includes
items in the store and money needed for maintenance cost. The drafts are then sent to the
higher ranking boards to evaluate and make changes if needed. Possible changes would be in
what inventory would be increased, decreased, started, and stopped and also in the budget for
maintenance cost. The money allocated to the store is fully controlled by the central
administrative board.
Indomaret Perpusat has uniquely adapted to the surroundings of the store. As it is
located in a library and among university students, Indomaret Perpusat does not sell large
groceries seen in other Indomaret like, cooking oil, rice, and large detergents.
Instead
Indomaret Perpusat has long coordinated with the central administrative board that its focus
is on small snacks and drinks. As seen, their are various snacks available in Indomaret
Perpusat. Not only that, but a free hot water machine to cook instant noodles are also
available, something normally only seen in Indomaret Point, not small Indomaret branches.
The Indomaret Perpusat team tries to focus on quick shopping that help the students pick out
snacks and drinks quickly to help them on their studies.
Other than that, Indomaret Perpusat also has to pay for the rent space it uses to
University of Indonesia. Other cost may also be security cost provided by the Central Library
and warehouse cost.
The financial report is made and given on a daily basis by the head of store after the
store closes on 7 P.M. This report become the basis of decision, whether the stores will carry
out a promotion or not. If the daily sales to not reach the target, the store may decide to create
promotions for the consumers so that they are more attracted in purchasing goods and thus
increase revenue. But if the daily sales are reached, then there is no urgency for the store to
create promotions.
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CLOSING
3.1. CONCLUSION
We can see that Indomaret has done a very smart and spectacular idea of placing an
Indomaret branch in the heart of University of Indonesia. It has gain a large revenue and
profit from the students coming in and out of the Central Library. The benefits of having
multiple events in University of Indonesia has been taken advantage for by Indomaret
Perpusat, by raising lots of money from people coming to the events and stopping by
Indomaret Perpusat.
Even with its largest contender, Alfamart, in the Faculty of Psychology, Indomaret
Perpusat still is able to compete very well. With promotions and goods that adapt to the
needs of the students, Indomaret Perpusat is very busy day by day.
We do see that the employees are very cheerful and happy in the store. The Head of
Store, Opi, seems to be implementing a democratic style leadership in his store, having
briefings each day but allowing employees to decide and speak as a team. Overall the
employees seemed to be very cooperative with each other. When visiting the store, the
authors saw that the store was well managed and the atmosphere vibrating from the
employees was pleasant. It is good to hear that the employees and Head of Stores are given
training, seminars, and motivation to work hard. The wages and benefits also seem fitting for
this grand company.
The franchising system is very cooperative and very feasible in spreading the
accessibility of Indomaret around Indonesia and more. We see that it has a great opportunity
into involving locals in the business around them. To use, without the franchising system, it
would have been unlikely that the Indomaret in University of Indonesia would have ever been
created.
Overall, the systems in Indomaret Perpusat is very promising. It has very well created
systems, from the financial reports to the central administrative board. Indomaret Perpusat is
a success story among the heart of Indomaret and University of Indonesia.
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From the overall performance of Indomaret Perpusat, the group recommends to any
future investors to jump into the franchising system offered by Indomaret. It seems like a
stable business with low risk. For those just starting or want to expand their business,
franchising here is a very good step.
The group also recommends to the Indomaret Perpusat that they settle their disputes
with the Central Library and University of Indonesia authorities. It would be very promising
to get legal permission to store goods outside the store in a designated area agreed upon. If
that is not feasible, than renting another warehouse might be the next best step. Though this
may increase cost for a while, but overall it does help the Indomaret chain as a whole and
helps the store provide more goods.
We also think that it would be best for Indomaret Perpusat to expand its consumer
market. This can easily be done by placing ATMs currently not available in the Central
Library in the Indomaret store. Currently only a BNI ATM is in the central library and this
means that a large portion of card holders are excluded by default. By having other ATMs, it
will increase the likelihood that people will buy that the store.
In addition, we think that it may require close observation on the activities and
promotions conducted by Alfamart. This is the closest contender Indomaret has, which
requires that promotions and prices are more appealing than those at Alfamart. If this is
possible, Indomaret could have a large share of the consumer market in University of
Indonesia. This can be done by making promotions that are only available for University of
Indonesia students. Collaborating in making a Indomaret Card within the University of
Indonesia Student Card, like what has been done by BNI, can be a great way to connect with
the University of Indonesia students.
All in all, the group thinks that Indomaret Perpusat is already in the right tracks.
Several innovative changes can be made to ensure that Indomaret Perpusat becomes a great
actor in University of Indonesia.
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REFERENCE
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APPENDIX
QUESTIONNAIRE
1. What type of business is Indomaret Perpusat? Implications?
2. How many employees are recruited to manage the store? How are they
motivated and empowered? What is their shifts, wages, and benefits?
3. What is the job of the manager, supervisor, or head of store in Indomaret
Perpusat? How do they do that job correctly?
4. In the Head of Stores opinion, what is the strength, weakness, opportunity,
and threat of the Indomaret Perpusat?
5. In order to attract customers, does Indomaret Perpusat provide promotions? If
yes, what and how are they conducted?
6. How are the financial reports made in Indomaret Perpusat? By whom and on
what basis is it created?
7. How is the inventory managed and how do they determine the goods needed
to be ordered?
8. How is the budget for maintenance, daily operations, and cashier determined?
By whom is it determined?
9. Does Indomaret Perpusat provide special products to meet the consumers in
the University of Indonesia?
10. What is the relations Indomaret, Indomaret Perpusat, University of Indonesia,
and the Central Library have with each other? Is the relations goods or bad?
11. What are some special benefits from the Indomaret being in University of
Indonesia and the Central Library?
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INTERVIEW TRANSCRIPT
This is the transcript of the interview conducted with the Head of Store of Indomaret
Perpusat. His name is Opi and will be referred to with the letter A, in the following
interview. It must be noted that the interview was conducted in the native language of the
Head of Store, which is Indonesian, thus is the language of the transcript. The letter Q
refers to the authors which conducted the interview together.
Q
Bagaimana shiftnya?
Shift 1 dari jam 7 pagi sampai jam 4 sore, shift 2 dari jam 12 siang sampai jam
toko.
7 malam.
Q
Misalkan kalau ada acara dan butuh stok lebih, saya usul ke supervisor untuk
masuknya barang dan administrasinya, lalu asisten kepala toko lalu kepala toko-mencari sales
dan performance (pelayanan toko,dll).
Q
Kalau merekrut beda lagi,itu dari kantor jadi indomaret itu seperti toko
Di Ancol.
Kalau jadi pemimpin tidak boleh sungkan, kita juga dibimbing training
Dari intern jarang, dari kantor pasti miskomunikasi seperti overstock barang
yang tidak laku,apalagi gudang disini kecil,tapi dari kantor tidak boleh diretur.
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Kita mengumpulkan data barang yang tidak laku disini lalu dijelaskan ke
Dan kelemahannya?
online
acara disini, melakukanplanning buat acara itu biar kita dapat untung lebih tinggi
Q
banyak,waktunya terbatas
Q
Kalau promosi dari head office yang menentukan. Melihat penjualan per
hari,kalau bagus dan mencapai target tidak ada promo, promosi per bulan tetap ada tapi tidak
ada promosi yang kurang dari target.
Q
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Kalau imobil dari kantor cabang, misalkan ada acara di fakultas hukum,
keuangannya.
Q
Itu dari sini mengajukan ke pusat atau pusat yang sudah menentukan?
Tidak.
disini?
Ya, sesuai dengan penghasilan dan sales misal sales 12 personil, 7, sales 14
personil, 8
Q
Ada, asuransi toko dan pegawai dipotong dari gaji per bulan seperti
JAMSOSTEK.
Q
Apa ada kompensasi gaji jika indomaret lain buka sedangkan disini tutup
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