Adnan Gristian Hussayna (23106320002)

Ferry Angga Agustian (23106320013)

Finna Puspita Priasih Kriswanto (23106320015)
 Assignment 3
Comparison Company
 The Artifact
One of the success factors for Mie Gacoan is a creative and innovative business
strategy in facing tight market competition. Some of them are :
Selling Unique Products Mie Gacoan has a unique product with a
different character from other instant noodle
products. They present various flavors that
are different from ordinary instant noodles,
such as spicy, grilled chicken, rendang, and
others. Apart from that, Mie Gacoan also
presents unique menus whose names can
arouse consumer curiosity, such as Super
Spicy Gacoan Noodles, Satan Noodles, and
Devil Noodles. These three have proven to be
mainstay menus and favorites among spicy
food fans.

Have an attractive store design Mie Gacoan has an attractive outlet design
and is different from ordinary instant noodle
outlets. Their outlet design is dominated by
striking red and black colors so that they are
more easily recognized by customers and road
roasted users. Apart from that, Mie Gacoan also uses
a modern interior design with contemporary
chicken lighting and creative mural wall decorations.
This makes the Mie Gacoan outlet an
interesting place to visit and a suitable place
to relax with friends or family.
 Setting affordable prices
Always Presents the Latest Menu
Make maximum use of social media
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Even though it offers a unique menu with a
contemporary outlet design, the price of a bowl of
Gacoan Noodles is still affordable and able to
compete with other instant noodle brands. Mie
Gacoan offers relatively cheap prices, ranging from
IDR 9,500 to IDR 10,500. Apart from that, Mie
Gacoan also holds attractive promotions for new
products being launched, such as discounts or price
cuts.
Mie Gacoan always presents the latest menu that is
innovative and attractive to consumers. This makes
consumers always curious and want to try new
menus from Mie Gacoan. For example, they combine
noodles with different ingredients and sauces, such
as geprek chicken noodles, cheese chicken noodles,
and soy sauce chicken noodles. Consumers feel
interested in trying this unique and different menu,
thereby expanding their market reach.
Mie Gacoan uses social media such as Instagram,
Facebook and YouTube to introduce its products and
promote its outlets. Mie Gacoan also often holds
interesting content on social media, such as
giveaways or challenges that involve consumers.
 Dare to collaborate with various parties Mie Gacoan dares to take a chance and
collaborates with other food producers to
develop an interesting collaboration menu.
Apart from that, Mie Gacoan also collaborates
with various culinary events and festivals to
introduce its brand to more people. For
example, Mie Gacoan which is part of the ViuiT
Spicy Noodle Festival provides a discount of 40
percent with a maximum discount of IDR 10
thousand.

Focus on Good Service Mie Gacoan always pays attention to good

service to consumers. Mie Gacoan employees
are trained to provide friendly and good
service to consumers. This makes consumers
feel appreciated and happy to visit Mie Gacoan
outlets.

Collaborating Mie Gacoan collaborates with celebrities and

influencers on social media. They invited
celebrities to try the Mie Gacoan menu and
uploaded it on their social media accounts.
One example is when Mie Gacoan collaborated
with an Indonesian celebrity, Raditya Dika, to
make a video entitled "How delicious is Mie
Gacoan?" This collaboration was very effective
in increasing visibility and expanding their
roasted market reach. The brand's credibility was also
chicken raised because it was supported by famous
names.
 The Artifact
Which is inherent and becomes a competitive advantage within McDonald's
Corporation.
Good Food The meaning of the Good Food statement is
that McDonald's always provides complete and
balanced food choices and provides the
information consumers need about these
foods. What McDonald's is doing is continuing
to improve the balance of nutritional
composition on existing menus and adding new
menus using fruit, vegetables, low-fat milk and
whole wheat. Apart from that, McDonald's will
also focus on children's health by optimizing
nutrition on the children's menu and promoting
children's sports activities. The last thing is to
provide information about nutrition in food to
inform consumers about the nutritional
content of the food (for example fat,
carbohydrates, vitamins, protein, etc.).

The meaning of the Good Sourcing statement is

Good Sourcing that the source of food raw materials used is
quality materials, has high taste and safety.
What McDonald's does to achieve this is by
combining ethics, the environment and
economics in its supply chain system by
assigning one supplier for each food ingredient
to maintain quality. Another thing that
roasted McDonald's does is promote a positive
workplace and atmosphere and human rights
chicken guarantees through the Supplier Workplace
Accountability Program. The last thing is to
always pay attention to the health of the
animals that will be used as food.
 Good Planet The meaning of this statement is that McDonald's
always shares good value for business and the
preservation of the earth. McDonald's shows
responsibility in terms of preserving the earth by
minimizing and diversifying restaurant waste and
converting waste into valuable resources.
McDonald's also reduces carbon intensity by making
efficient use of energy, as well as carrying out
innovations in restaurant design and equipment.
Apart from that, McDonald's also manages water
use in each of its restaurants efficiently. McDonald's
uses the principles of reduce, reuse and recycle to
reduce and streamline energy use and waste levels.

Good People The meaning of this statement is that McDonald's

provides opportunities for growth and development
for each of its employees through the programs they
implement to improve employee skills and career
development. Apart from that, McDonald's also
really values diversity in the work environment to
increase employee contributions.

Good Communities The meaning of this statement is that the main value
of McDonald's directs them to provide many
benefits or positive things for the world community.
This is also very ingrained in this company.
McDonald's does this by supporting the
roasted improvement of the standard of living of children
and families through the Ronald McDonald's
chicken HouseCharities program as well as providing
assistance for educational and sporting activities.
The value of the company
The Artifact
 The Artifact

• Has sold more than 3 million cups of coffee per month. Currently, Kopi Kenangan has 622 outlets spread across 45 cities
and will continue to add outlets throughout Indonesia. In 2021, Kopi Kenangan will also increase the quantity of raw
materials used such as coffee beans, palm sugar, milk and syrup by 58.8%.
• Kopi Kenangan again received the Brand of the Year award from the World Branding Awards International Forum in the
2021-2022 Cafe Chain category and CHSE (Clean, Healthy, Safety and Environmental) Certification from the Ministry of
Tourism and Creative Economy in January 2021.
• Just launched in early 2021, Berita Roti has grown rapidly, selling 6.4 million loaves a year and is available at 480 Kopi
Kenangan x Stories Roti outlets. In fact, the increase in sales of Roti Stories increased 330% in the last six months of 2021
• Chigo's processed fried chicken products also recorded positive performance. Now, Chigo has spread across 40 outlets in
Jabodetabek and has sold more than one million products. In fact, there was an increase in sales of up to 232% in the
last six months of 2021.
• Kenangan Heritage, which was launched in October 2021, also managed to achieve positive performance. Kenangan
Heritage succeeded in selling more than 50,000 specialty coffees in the first 2 months of its launch
• The sea salt soft baked cookie product, Kenangan Manis, which was launched on October 25 2021, also performed
positively. Currently, Sweet Memories is available in 25 outlets and has sold more than 20 thousand cookies in just one
month. Starting in early 2022, Kenangan Manis recorded average sales of 300 pieces per outlet per day.
868 Outlets in 64 cities
 Motto

Mie Gacoan has a gacoan value which is a characteristic slogan or motto,

namely I-ACT:
I = Integrity, upholding work and acting with work ethics.
A = Agility, agile in accepting changes or new opportunities, agile in
thinking.
C = Achieving, always have a goal or result in work.
T = Teamwork, the ability to work together, manage differences of opinion
and collaborate to achieve organizational goals.

roasted
chicken
 Motto
1. Customer experience is the core of all McDonald's activities. McDonald's goals are
quality, service, cleanliness and value for every customer at all times because customers
are the reason for the existence of McDonald's.
2. Commitment to employee appreciation by providing each employee with training
and opportunities to develop themselves and their talents as well as appreciation for
employee achievements.
3. Trust in the McDonald's system. The McDonald's business model is described as a
three-legged stool where owners, suppliers, and employees are the foundation, and
balancing the three is a key factor.
4. McDonald's runs its business ethically. High standards of honesty and integrity are
prioritized in all McDonald's operational activities.
5. Providing returns to the world community through its charity programs.
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 Motto

To become the largest coffee chain in Indonesia and outside

(international expansion) through high quality products,
technology, fast & friendly service, quality control and creative
R&D.
 Philosophy

"Mie Gacoan" is a trademark of the number 1 spicy noodle restaurant chain in Indonesia, which is a
subsidiary of PT Pesta Pora Abadi. Founded in early 2016, currently the "Mie Gacoan" brand has grown to
become a market leader, especially in the provinces of East Java, Central Java, West Java, Bali Islands, and is
on a strong path to expand to become the number 1 largest brand nationally. Carrying a modern dining
concept at affordable prices, the presence of "Mie Gacoan" has received extraordinary appreciation in
every market where "Mie Gacoan" is present to serve tens of thousands of customers every month.
Therefore, we will always prioritize innovation so that "Mie Gacoan" remains relevant and becomes the
best choice for fanatical customers. The name "Mie Gacoan" is taken from the word "Gaco" which means
hero / mainstay in Javanese. It is not surprising that Mie Gacoan is a favorite dining place for Indonesian
people, especially students, students and families. By providing an attractive, cool and spacious restaurant
atmosphere, and also equipped with various facilities, every visitor feels more at home and always wants to
come back again.
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 Philosophy

McDonald's is the largest fast food restaurant in the world which started in 1955 in California, United States. With its
superior product in the form of a burger called the BigMac, McDonald's currently has thousands of restaurants spread
across more than 100 countries, one of which is Indonesia. McDonald's first entered Indonesia in 1991 by opening its
first restaurant in Sarinah, Thamrin. In 2009 PT. Rekso Nasional Food (RNF), which is a subsidiary of the Rekso Group,
signed a Master Franchise Agreement with McDonald's International Property Company (MIPCO), with a Developmental
License scheme, which gives permission to operate all restaurants under the McDonald's brand and open new
restaurants throughout Indonesia . With this Developmental License scheme, PT. RNF continues to operate as part of the
Rekso Group without being required to become part of an entity of the McDonald's Corporation group. Until now PT.
RNF has opened more than 200 McDonald's outlets spread across various cities in Indonesia, supported by more than
14,000 employees throughout Indonesia. PT. RNF through McDonald's Indonesia is always fully committed to providing
the best service to customers, providing leading food quality, and providing great benefits for the Indonesian people.

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 Philosophy

According to the CEO and Founder of Kopi Kenangan, Edward Tirtanata, the red heart logo looks like a 'dipping
heart'. Behind the graphic which looks cute and distinctive, it turns out that previously the logo depicted a bleeding
heart. Initially it depicted a bleeding heart, because of the memories of an ex and then underwent a slight change
in the middle so that it didn't give such a tragic impression. According to him, this change is not very visible so most
customers don't notice it. The company used the name Kenangan Coffee because it wanted to focus on the
keyword 'memories. ' The hope is that the company can treat every consumer who comes to the outlet as a friend
and that every cup of coffee made with love can leave good memories for consumers.
 Philosophy

Kopi Kenangan was founded by Edward Tirtanata, James Prananto and Cynthia Chaerunnisa in 2017. The first shop was in
the Kuningan area. On the first day Kopi Kenangan opened, the shop managed to sell just 700 cups of coffee. Two years
later, Kopi Kenangan has opened more than 230 shops throughout Indonesia. CEO and Co-Founder of Kopi Kenangan,
Edward Tirtanata said that he started the coal business with his father. However, it was very difficult and we lost again.
That's where Edward chose to start a consumer goods business. According to Edward, the consumer goods business is a
business where prices can be controlled. Therefore, Edward chose a tea business called Lewis & Carroll because he felt
that there were already many coffee products and cafes in Indonesia. However, Edward finally realized that he had the
wrong strategy. After that, Kopi Kenangan was born with a concept like Starbucks. Edward said that Kopi Kenangan is
coffee at an affordable price. Because he saw a lot of potential in the coffee market. In 2018, Kopi Kenangan received
funding from Alph JWC amounting to IDR 121 billion. In 2019, Kopi Kenangan received another funding injection of IDR
288 billion, this time from venture capital Sequoia India. With that amount of funds, Kopi Kenangan targets to have 1,000
outlets by 2021. Kopi Kenangan is the fastest growing beverage retailer in Southeast Asia. In May 2020, Kopi Kenangan
raised Series B funding worth USD 109 million or equivalent to IDR 1.63 trillion led by investor company Sequoia Capital.
The new investors in Kopi Kenangan's funding include B Capital, Horizons Ventures, Verlinvest, Kunlun, Sofina, as well as
Kopi Kenangan's initial funding investor who again participated in series B funding, Alpha JWC.
 Value

Mie Gacoan applies cultural values that refer to children, teenagers and
adults. Because Gacoan Noodles is a lower middle class restaurant
where the prices are affordable and the place is very comfortable.

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 Value

MCD is a company that has very diverse cultural values, because it is a well-
known company that has opened branches in various countries or we could
say that they are successful in their business, because they have a very clear
vision, mission and values. An example is MC Donald's, why did I take this
company as an example? Because, first of all, let's pay attention, in various
countries there must be an MC Donald's restaurant, secondly, wherever MC
Donald's is located, the taste is definitely the same. It is very clear that MC
Donald's maintains the quality of its company.

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 Value
In 2022, Kopi Kenangan has received the first stage of Series C funding worth USD 96 million or around IDR
1.3 trillion on December 27 2021. This also led Kopi Kenangan to record a company valuation of USD 1
billion or around IDR 14.40 trillion.

• Brand Name that is Easy to Remember and Full of Meaning

Edward Tirtanata himself chose the name "Kopi Kenangan" so that he could differentiate it from other coffee
shops which mostly use foreign languages. This also makes it easier for people to remember the brand name
so that people are curious about the meaning of "Kopi Kenangan". According to him, the word "Memories"
can evoke someone's memories of an unforgettable ex.

• Providing the Best Quality at Affordable Prices

In accordance with its mission, Kopi Kenangan aims to introduce the quality taste of local Indonesian coffee
to the public. Kopi Kenangan focuses on the quality of each drink flavor variant thereby guaranteeing
consumers that at a fairly affordable price, consumers can enjoy the premium quality of the drinks served.
The quality of each Kopi Kenangan flavor variant is always maintained so that the taste is consistent by
making coffee using modern machines and training every employee to operate the machine and make drinks
according to quality standards.
 Value
• Utilizing Social Media for Digital Marketing
Kopi Kenangan utilizes social media as a marketing or digital marketing strategy to develop its business. Kopi
Kenangan can be found on Instagram, the video creation application TikTok and other social media platforms.
Apart from that, Kopi Kenangan also has its own application, in this application consumers can see drink
variants and at the same time get other information.

• Brand Collaboration
By using social media as a marketing strategy, Kopi Kenangan has also collaborated with several well-known
influencers such as BTS, Hotman Paris, Nicholas Saputra, Isyana Syarasvati and many other big influencers.
Collaborations are carried out in the form of collaborations to create interesting drink and merchandise
innovations, as well as collaborations as brand ambassadors.

• Expanding Product Innovation

Kopi Kenangan Group not only offers coffee and tea drinks, but also continues to offer a variety of delicious
dishes that are suitable for drinking coffee. These include a variety of breads from Roti Story, original orange
drink and fried chicken brand Chigo which was launched earlier this year. Kopi Kenangan Group aims to
provide delicious menus for the daily lives of Indonesian people by offering a wider variety of menus. And
recently Kopi Kenangan launched its products in bottles or bottles and sold in supermarkets.
 Value
• Expanding Product Innovation
Kopi Kenangan Group not only offers coffee and tea drinks, but also continues to offer a variety of delicious
dishes that are suitable for drinking coffee. These include a variety of breads from Roti Story, original orange
drink and fried chicken brand Chigo which was launched earlier this year. Kopi Kenangan Group aims to
provide delicious menus for the daily lives of Indonesian people by offering a wider variety of menus. And
recently Kopi Kenangan launched its products in bottles or bottles and sold in supermarkets.

The five marketing strategies carried out by Kopi Kenangan above are very effective marketing strategies and
are quite easy to do because Kopi Kenangan's marketing strategy can be started with simple things such as
creating an attractive and easy to remember name, using social media, creating product innovations, and can
also be continued. with collaboration. This simple strategy is very good to be applied to MSMEs (Micro, Small
and Medium Enterprises) as a marketing strategy to raise brand awareness to the intended target market.
Initially, in building MSMEs (Micro Small and Medium Enterprises), it is very important to introduce the
company's products widely to increase consumer appeal. By applying Kopi Kenangan's marketing strategy, it
can help MSMEs (Micro, Small and Medium Enterprises) to introduce products to consumers widely at
minimum costs with maximum results.
Value