]

1B
2014
Business Observation
CHATI ME
Discussion Group: 5
SBM I TB 2017
1. Novia Amalia Rizky 19714133
2. Rr. Rahmanissa Salsabila 19714134
3. Nisa Nurjanah 19714137
4. Tari Sri Rejeki 19714139
5. Vida Fitriani 19714140
6. Yoko Sariputra 19714141
7. Muhammad Fajar P -19714159
Introduction
Retail business now widespread fast in Indonesia, it's because the change of people
nowadays lifestyle which affected by the global community. Simple way in access establish
business relationships with various companies in the world is easier than befor.. This is
certainly encouraging Indonesian businessmen to spread their wings in business world. So
many retail businesses which growing rapidly and the demand by people, including Wal-
Mart, Carrefour, Indomaret and Chatime. In addition to high give high quality of service, this
retail businesses also have a special attraction for the community as a famous brand or a
uniqueness that is not obtained from other companies. Well of course, many things can be
learned from this retail business, not just a mere superiority but there needs to be facing a
SWOT analysis of this business. These all the background why did we observations SWOT
analysis in this retail business, Chatime DagoBandung.
What business is all about
Chatime is a company which promotes bubble tea from Taiwan. The concept of
Chatime itself is "Good tea good time", where the beverage is in accordance with the
popular taste ranging from children, teens toadults.
Brief history of the business
Chatime is a taiwanese franchise founded in 2005 with over 800 retail outlets across
countries like Taiwan, Malaysia, China, India, Macau, Vietnam, Singapore, Hong Kong,
Thailand, Korea, Philippines, , Indonesia, Australia, dubai, Vietnam, Canada, UK, and the
United State.
Chatime found in 2011st February by Ace Hardware Indonesia, which holds the sole
right franchise Chatime bubble tea Indonesia. This is a prime chatime outlets in shopping
malls Living World Alam Sutera, Tangera.
The concept of Chatime itself is "Good tea good time", where the beverage is in
accordance with the popular taste ranging from children, teens to adults.
Throughout his journey until now Chatime Indonesia has more than 100 outlets
spread across Indonesia including Bandung Dago Plaza Chatime which was inaugurated in
July 2014 ago.
Location of the business
Chatime Dago Plaza Bandunglocated in the city is the largest in Indonesia chatime
store which inaugurated inJuly 2014.
Its locationis strategic because itis close to shopping centers and other franchises. So it is
possiblefor the buyer tostopandenjoy theservicesof thischatime.
Profile and Background
Head Managers Profile
Name : Teresa Wibowo
Age : 25
Education : University of Southern California
( Bachelor's Degree, Bachelor of Science in Business
Administration )
Fudan University
(Associate's Degree, Certificate of Completion )
Job : Departement Head Marketing Communication Kawan Lama
Retail +GeraiChatime
Position : Head Manager of Marketing
Hobby : Photography, advertising, design, diving, snowboarding and
travellin
Position Office
Head Manager of
Marketing
Chatime
General Manager of
Marketing &
Communication
PT ACE Hardware
Indonesia, Tbk
Marketing
Communication Division
Head
PT ACE Hardware
Indonesia, Tbk
Account Executive
Leo Burnett
Co-Manager
Forever 21
Respondent profiles
Mas Supriyatna
Respondents Profile
Name : Supriyatna
Job : Works at Chatime Dago Plaza
Position : Leader Store
Age : 20
th
years
Education : Tamatan SMA
Job Experience :Has worked in the franchise Chatime branch Kepatihan, Balubur,
and Dago Plaza
General business activity
Marketing Analysis
a. Product
Chatime has 75variant menu, which is they release their new taste every 3-6 months.
The most favourit product is Pearl Milk Tea
Description :
Milky Sun Moon lake black tea topped with our
chewy black pearls.
Price :
19 k (Regular)
22 k (Large)
b. Place
Chatime has more than 100 outlets store in
Indonesia. In Bandung they have 9 outlets store,
and in the near term they will open at Bandung
Indah Plaza, Trans Studio Mall, and Bandung
Electric Centre
Each Chatime outlet store has a different
marketing target, it depends on how potention
the area, while the theme is same for every
Chatime outlet store, Sweet-colorful-caffe
c. Price
For all regular size, they have a variety price. It consist 34 variety menu of tea, coffee, and
juice. The price among IDR 15k - IDR 24k (exclude topping), extra charge for upsize cup
portion into a large one, and a same charge for each additional topping.
d. Promotion
General business activity
Cooperation
Example: Kakao Talk, Agnes Mo CD, Air Asia, etc
Promo
Benefit:getsone pointeachtransactionmultiple
of5000
Promotion Methods
Membership
Monthly Program
Example: Independence day promo on august
Order
And Then
Cashier
Receipt of payment
and the drink to
customer
Saving Box
Enjoy The
Chatime!
Give to
G
i
v
e

T
h
e
Take Out Drink from
Sales in a Week
*the graph represent cup sold
Human Resource
Not only customer satisfaction which is always observed by Chatime
performance of its employees. At Chatime
asset. Chatime believe that by making their employees feel happy and comfortable at work,
the performance of employees to serve their customers better. For that, Chatime routinely
hold the "Coffee Morning" event
family and enjoyed work at Chatime
with other professionals in different branch
employees more intens, the event also aims
Chatimetofind solutionstothes
0
100
200
300
400
500
600
700
800
900
1000
Weekday
Sales in a Week
Human Resource
Not only customer satisfaction which is always observed by Chatime,
At Chatime, employees become one of the most important
Chatime believe that by making their employees feel happy and comfortable at work,
the performance of employees to serve their customers better. For that, Chatime routinely
Coffee Morning" event which aims to make their employees, becomes part of the
family and enjoyed work at Chatime. In this event the employee can establish connected
with other professionals in different branch. In addition to make the relationship between
employees more intens, the event also aims to evaluate the deficiencies/problems
theseproblems.
Weekend
Special promo
price
, but also the
become one of the most important
Chatime believe that by making their employees feel happy and comfortable at work,
the performance of employees to serve their customers better. For that, Chatime routinely
becomes part of the
In this event the employee can establish connected
In addition to make the relationship between
deficiencies/problems at
Dago plaza outlet has 15 employee, they doing shift session twice a day, morning
and afternoon.Shift option:
1. 07.00-15.00
2. 08.00-16.00
3. 09.00-17.00
They work 8 hours a day regularly.
Salary: UMR Bandung city
For Chatime, staff is key employee andalsotheir assets

Financial
Revenue
Average Price Totals Perdays Permonth
Weekdays Rp 21.000 400 Cups Rp 8.400.000 Rp 252.000.000
Weekend Rp 21.000 700 Cups Rp 14.700.000 Rp 441.000.000
Promotion Rp 21.000 1000 Cups Rp 21.000.000 Rp 630.000.000

Owner
Head of Manager
Staff
(divided into cashier, administration, shaker, and production)
Storeleader
(organizing staff)
Teamleader
(leader of staff)
Manager area
(controll an area which copnsist several Chatime outlet store in a
same area
Supervisor
(organizing one Chatime outlet store internally and externally)

0
10
20
30
40
50
60
70
Weekdays Weekend Promotion
Perdays
Permounth
Chatimes Operational Flowchart Order
ORDERED MATERIALS FROM STAFF
TOPPING
MAKERS
SMALL WAREHOUSE
IN OULET STORE
TEA
MAKERS
MACHINE
CASHIER
STRUCT ORDER
SHAKERS
~POURING
~TOPPING
~SHIELD
STORAGE
REFRIGERATOR
CENTRE
WAREHOUSE
CUSTOMERS
ORDER
PICK UP YOUR
FRESH CHATIME
SWOT Analysis
a. The strengths of the business
Chatime has several advantages including prioritizes the well-being of their
employees, they are an asset of the business. Chatime salaried employees in accordance
with the minimum wage in London in addition to this, they also have advantages in terms of
product quality, to make customers become interested and want to keep coming. Chatime
presents a wide selection of drinks that are served with homemade recipes. Chatime
interior design is made as attractive as possible to provide comfort to every customer who
comes, they will be greeted by the waiters when they had just entered. On any given day
Chatime will give discounts for customers who have joined to become a member, not only
for the customers Chatime also held a joint recreation for its employees every month.
b. The weaknesses of the business
Chatime now have a lot of customers but they also have problems in aspects of service.
Chatime only have 15 employee to serve customer that come from 400 to 700 people a day
so customers often have to wait a long time to buy what they want to drink and they also
often have to be willing to jostle. The other weakness is people who come is almost
teenagers, even though that is the own chatime target. But we think its much better if we
can make a business for all ages. Then sometimes customers number exceed the capacity of
available seats. So there are few buyers often ask more seats.Chatime has often worked
together with Kakao Talk, posting informations in many social media such as instagram,
twitter but Chatime in Dago here doesn't have access wifi service. Chatime also has little
problem in price because we think its an expensive price to buy "just a drink" for the lower
classes . Sometimes customers number exceed the capacity of available seats. So there are
few buyers often ask more seats.
c. The opportunities for the business
Chatime has an opportunites such as they will built bigger place with buy a place
beside them. Then another good opportunity in there is if there is Ace Hardware so it must
be Chatime beside there. Therefore, people who are tired of shopping in the Ace Hardware
definitely interested in the tavern drinking Chatime which is right next to Ace Hardware
store. Chatime also has a good opportunity because the place always established between
factory outlet, clothes shop or in mall and its being a profit booster for Chatime everyday.
d. The threats for the business
Chatime has some threats such as if they do not dare to make new innovation again
like make a snack or dessert. The customers will decrease over time because they will bored
if just buy thats drink everytime. Moreover people who recommend Chatime to make a new
innovation food again is their customers too. So they really want to taste something new
from Chatime products. For the competitors themselves theres no threat for now, because
they only have one competitor for the same type of drink. Its Calais and in Dago theres no
Calais so they havent competitor in that place for now. Another threat as there is a
customer complaint through social media because promotion can not be used. It was feared
would destroy itself imaging chatime. Beside that, famous Chatime make the fraudsters out
there interested in making social media scams capitalize. They make instagram, or twitter
chatime and make other promotions and hold a lie so often detrimental to Chatime for
damaging their good name.
GALLERY
The other side of Chatime
With Mas Supriyatna (Team Leader Chatime Dago Plaza Bandung)
Customers
Menu
Employees card
The other side of employees card. Theres the chatimes visionandmissionand chatime
employeesdisciplinary rules.
SWOT CONCLUSION
Strength
-They make their employees to be their
business asset.
-Always give best service to the customer.
-Unique tea and coffe.
-Fast order, 20 seconds/glass.
-Has an attractive and cutedesigninterior
to provide comfort to every customer
who comes.
-Chatime always make a new promotion
every month.
-Strongly branded
Weakness
- Expensive price.
-People who come is almost teenagers,
even though that is the own chatime
target.
-Sometimes customers number exceed the
capacity of available seats. So there are
few buyers often ask more seats.
-No wi-fi.
-Have no different with other competitor.
Oppurtunity
-They will built bigger place with buy a
place beside them.
-The place always established between
factory outlet, clothes shop or in mall
and its being a profit booster for
Chatime everyday.
Threats
-The customers will decrease if they
havent brave to make food
innovation.
-There is a customer complaint
through social media.
-Price fraud through social media.