FINAL TEST

MARKETING MANAGEMENT

Created by

Name : Muhamad Fudolah

NIM : 29115401
No Reg : 15201737 
Course Code : MM5003

School of Business and Management – ITB

Jakarta
1. Introduction

Laundry and dry cleaning of clothes in big cities initially only slightly and has not
been touched, 5 a sec Indonesia then saw this opportunity and opened a laundry
business outfit to date continues to develop its business.

5 a Sec Laundry and Dry Cleaning was founded in France in 1968 by Mr. Roger
Chavanon. Responding to the needs of clients, 5 a Sec grew rapidly in France.
Soon after the company was acquired by ING Parcom that allows 5 a Sec
International to expand globally through a franchise system in Argentina, Belgium,
Chile, Egypt, Greece, Luxembourg, Spain, Venezuela, Indonesia, and many more.
PT. Grita Artha Kreamindo awarded the Master Franchise for Indonesia in 1993.

The business is growing rapidly and currently has a presence in Jakarta, Bogor,
Bandung, Palembang, Makassar, Batam, Balikpapan, Manado, Surabaya, Medan,
Bali, Pekanbaru and Padang. the selection of a location 5 a sec in accordance
with the results of McKenzie reports stating that the eight Cities in the top Tier 1 is
Jakarta, Surabaya, Gresik (East Java) Bandung, Makassar, Bali (Denpasar),
Kudus, Semarang (Central Java). almost all the top tier 1 site has been targeted
by a 5 sec.

Picture 1. First store 5 a sec on Pondok Indah

5 a sec Indonesia first opened in 1993 through the franchise system by PT Artha
Keamindo Gritha in the elite area of Pondok Indah. Why Pondok Indah? Yes
 Pondok Indah, 5 a sec saw segmentation and considering the intended location in
Pondok Indah area is a high end community that has a high activity level so that
the quality of the clothes to wash their "high end" needs to be done by a
professional clothes washers.

5 a sec effort is not forever fragrant laundry, sales stagnated in 2008 occurred
laundry services. Then, the internal management 5 a sec improvisation into
workshop as regular workers at the outlet 5 a sec. After studying the management
of the case, the problem was discovered, namely the lack of human resources
responsible for customer service. In the service business, customer service is an
important thing that should be prioritized. To solve these problems made changes
in work patterns and the training and evaluation of both operational business
every day in detail

2. Segmentation market and choosing target market

As we have seen in profile 5 a sec before, was first located in Pondok Indah. As in
https://en.wikipedia.org/wiki/Pondok_Indah, that Pondok Indah is an upscale
residential area in Kebayoran Lama, South Jakarta. Dubbed the 'Beverly Hills' of
Indonesia, this is a much sought-after suburb by expatriates so 5 a sec to
segment the consumer market for the urban extremely busy and high end people
whereas if viewed in terms of market segmentation of business, 5 a sec see the
need for a quick laundry service, and has a brand (5 a sec from French) at that
location. For other branch, we can seen 5 a sec also open targeting to expatriate
(Makassar, Batam and Balikpapan), tourist (Bali, Manado, Surabaya and rest
other)

Segmentation Targeting Positioning

 Urban Extremly  Expatriate
The Quality to Give
busy
 Artist Costumer Nothing
 Medium to high Less Than a Perfect
end class  Socialite Service

 Entrepreneur
 In choosing a target market, 5 a sec see the majority community is an Artist,
socialite, entrepreneur, and expatriates. So as to determine the target market
according to location 5 a sec can be accepted at these locations.

3. Characteristic of services

5 a sec make sure to provide in all stores, a high quality cleaning and ironing
service at an affordable price and within a short delay. 5 a sec want to make
costumer life easier providing with innovative offers, high quality services, and the
handling of costumer textiles.

By promoting professional growth and personal fulfillment, 5 a sec employees are

valued and motivated. 5 a sec aware of responsibility towards present & future
generations and 5 a sec make sure to limit of impact on the environment by
developing proactively eco-friendly technologies, as an alternative to traditional
methods.

Over the years, 5 a sec has steadily and relentlessly grown and expanded
throughout the world to become the world’s largest retailer in dry cleaning
industry. The successful business model we are experiencing has raised a crucial
question for 5 a sec: to carry on providing quality services while establishing a
sustainable development, respectful of the environment.

4. Consumer Behaviors

Consumer behavior approach consists of four factors, namely the behavior of

cultural factors, social factors, personal factors and psychological factors. most
customers 5 a sec consumer examination middle and upper class because the
customer at this level have social factors, personal factors and psychological
factors are high. indeed 5 a sec over to the maid or driver who drove clothing
employer to 5 a sec but this is where 5 a sec to create a difference with
guaranteed quality, good atmosphere, service to customers quickly, and make a
breakthrough for inter and pick up clothes that would washed. So that this will
happen with the word of mouth (WOM) of each customer. Satisfied with the
results of other customers would invite other potential customers.

Based my analysis, customer in low to medium class may be wouldn’t go to the

store for just wash clothes because 5 a sec targeted is medium high class is no
problem for their expensive clothes need more price to keep maintenance and
they sure for the professionalism. I think the medium high customer will come
back to the store and 5 a sec is right for they Segmentation, Targeting, and
Positioning (STP).

5. The marketing Mix 8p’s

Product 5 a sec offers products, laundry and

dry cleaning services quickly, precisely
and professionally

Price Price depends on the type of clothing

or textiles to be washed

Place 5 a sec located in big city like Jakarta,

Makassar, Batam, Balikpapan, Bali,
Manado, Surabaya

Promotion In cooperation with banks such as

Bank Permata, social media, and
event fashion show

Process Trained and professional employees.

Every day briefing beforehand to
achieve customer satisfaction

People Management up to the level of the

underlying work together to improve
the competence of each

Physical Evidence 5 a sec creates a comfortable

atmosphere for customers who come
to the store though not the owner
clothes (via maid / driver) but it will
also create WOM of helper / driver of
the convenience store. 5 a sec also in
making plastic packaging and hangers
comes along with silica gel, a serving
officer also uses the official uniform.

Productivity & Quality Any product that has completed the

process will be carried out quality
control as a final check.
 ATTACHMENT
5 a sec Silica Gel Discount Price

5 a sec Silica Gel

Promotion in Event Promotion with bank

Physical evidence: uniform staff Consumer Examination