Name : Chelsi Rahayu Putri

Student Number : B1034211023

Subject : Marketing Management (Mid-Term)

Business Analysis based on Segmentation, Targeting, and Positioning

Case Study of “Raja Uduk”

A. Business Profil

Raja Uduk is a culinary venture based in Jakarta, Indonesia. This business is known
for its mainstay menu, which is nasi uduk with various choices of Indonesian side
dishes and chili sauce. The founder of Raja Uduk is a young entrepreneur named Aldi
Novel Adilang who started this culinary business in 2016 in the Cawang area, East
Jakarta.

Raja Uduk's mainstay menu is Nasi Uduk with a wide selection of side dishes, such as
fried chicken, fried tempeh, fried tofu, omelet, and various types of chili sauce. Apart
from that, Raja Uduk also offers other menus such as fried rice, fried noodles, and
chicken noodles.

One of the uniqueness of Raja Uduk is its unique food serving concept. Food is served
on banana leaves with plates and wooden spoons as containers. In addition, customers
can choose side dishes and chili sauce according to their taste.

Raja Uduk's success in the Indonesian culinary world is not only seen from the many
branches it has opened in Jakarta and its surroundings but also from the awards it has
won. Raja Uduk has received several awards, including 1st Place in Favorite
Indonesian Culinary at the 2017 MarkPlus Conference version and 1st Place in the
Nasi Uduk category at the Jakarta Food and Beverage Expo 2018.

Raja Uduk has several branches in Jakarta and its surroundings, such as in Cawang,
Tebet, Kelapa Gading, Cempaka Putih, Cibubur and Bekasi. In addition, Raja Uduk
continues expanding its business by opening new branches in several major cities in
Indonesia, none other than Pontianak.

Opening a branch in Pontianak is one of the right decisions because Pontianak itself is
known as a city where people really like Indonesian cuisine, which fits the target
market of this culinary business.

B. Segmentation

Raja Uduk targets a broad market segment, namely Indonesian culinary lovers from
various backgrounds, from young people to families. Raja Uduk offers a variety of
typical Indonesian menus that can be enjoyed by everyone, from nasi uduk with
various side dishes and chili sauce to other menus such as fried rice and fried noodles.
 In addition, Raja Uduk also offers affordable prices so that it can be reached by all
groups. The unique concept of serving food using banana leaves and wooden plates
and spoons also attracts the interest of customers from all walks of life.

C. Targeting

With this broad market segmentation, Raja Uduk can reach a wider market and
increase the number of loyal customers. Raja Uduk Enterprises can segment the
market based on several factors such as demographics, behavior, and psychographics.
The following are some of the segments that Raja Uduk can target:

1. Students and employees working around Jalan A. Yani and its surroundings:
This target market tends to look for fast and easily accessible food during
breaks from work or college. Raja Uduk can offer food packages that are
ready to be picked up or delivered to their location.
2. Families and couples looking for a place to eat that is comfortable and
provides delicious food at affordable prices: This group pays more attention to
the ambiance of the restaurant and the quality of the food. Raja Uduk can offer
a comfortable, clean, and pleasant dining environment and serve delicious
dishes at affordable prices.
3. Customers looking for a variety of rice and side dishes: Customers who fall
into this category tend to seek a different variety of rice and side dishes at each
meal. Raja Uduk can offer a diverse menu and change the menu regularly to
meet customer needs.
D. Positioning

After segmenting and targeting, Raja Uduk can position itself as a food stall that
serves delicious Nasi Uduk dishes and provides a wide selection of rice dishes and
side dishes to suit customer tastes. Raja Uduk can emphasize that the dishes served
are homemade and of high quality at affordable prices. In terms of service, Raja Uduk
can emphasize speed and convenience in ordering and provide friendly and courteous
service to customers.

To attract and retain customers, Raja Uduk can carry out promotional and marketing
strategies by providing attractive discounts and promos, such as discounted prices for
loyal customers, offering food packages for family or friends, as well as conducting
promotions through social media and websites. Raja Uduk can also develop new
menus to suit customer tastes and maintain the quality of the dishes served.