STUDI KASUS PAPA JOHNS

Kelompok I : Bambang Andjar P Dhesy Chairani Tri Septianto

Mission Objectives

Internal Analysis

External Analysis

Strategic Choice Business Level Strategy

Cost leadership Product differentiation

Corporate Level Strategy

FirmCustomer Relationship Product Attributes

Bases for Product Differentiation

Firm Linkages

Competitive Advantage
A product differentiation strategy must meet the VRIO criteria Is it Valuable? Is it Rare? Is it costly to Imitate? Is the firm Organized to exploit it? if it is to create competitive advantage.

 John Schnatter memulai Papa Johns th 1985 Memulai Franchise th 1986 IPO pada 8 Juni 1993 Cabang Internasional I th 1998 melalui akuisisi Perfect Pizza di United Kingdom (Inggris) Menduduki No. 1 pd American Customer Satisfaction Index (1999-2008)

Elemen
Penggunaan Teknologi Menu Pertumbuhan / Growth

Deskripsi
online ordering & text messages ordering Pan Pizza desserts (carryout & delivery menu ), chocolate pastry delight High-quality pizza. Resep adonan dan isi pizza khusus operating cost rendah & QC center (Operating System yang Efisien ) Program Training utk Kary.& franchisee, INSENTIF , Adv. NASIONAL, Marketing dengan Level, direct-mail, Orientasi kpd aktivitas komunitas, Co-Branding, sponsor Menarik franchisee dgn Bantuan dlm operasi. Leasing building space KEJU sbg Elemen Biaya Tinggi (35-40%)- VOLATILE

Tahun
2001 & 2007 2006 & 2008 2007

Biaya

2007

Elemen
Operational Support System Community Affairs

Deskripsi
Operation Support Service and Training (OSST) Perusahaan Printing SPONSOR utk Team & Figur Olahraga Beasiswa College ($5 juta) National FFA, Cerebbral Palsy K.I.D.S Center, Children Miracle Network Coca-Cola Blockbuster Video (30-day trial Blockbuster Video online GRATIS) Pizza adalah industry yg mature dan jenuh Persaingan Tinggi, cost of entry rendah dan product differentiation sangat sulit

Tahun
2007 & pertengahan-90

Marketing Partnerships (Co-Branding) Industry

s/d 2011,

(in thousands, except per share data0 Dec. 30, 2007 52 weeks $ Dec. 30, 2006 53 weeks

Income Statement Data Domestic revenues: Company owned restaurant sales Variable interest entities restaurant sales Franchise royalties Franchise dand development fees Commissary sales Other sales International revenues: Royalties and franchise and development fees Restaurant and commissary sales Total revenues Operating income Investment income Interest expense Income from continuing operations before income taxes and cumulative effect of a change in accounting principle Income tax expense Income from continuing operations before income taxes and cumulative effect of a change in accounting principle Income from discontinued operations, net of tax Cumulative effect of accounting change, net of tax Net Income

Year Ended Dec. 25, 2005 52 weeks

Dec. 26, 2004 52 weeks

Dec. 28, 2003 52 weeks

504.330 $ 7.131 55.285 4.758 399.099 61.820 10.314 20.860 1.063.597 52.047 1.446 (7.465)

447.938 $ 434.525 $ 412.676 $ 416.049 7.359 11.713 14.337 56.374 52.289 50.292 49.851 2.597 3.026 2.475 1.475 413.075 398.372 376.642 369.825 50.505 50.474 53.117 48.541 7.551 15.658 1.001.057 97.955 1.682 (3.480) 6.529 11.860 968.788 72.700 1.248 (4.316) 5.010 10.747 925.296 36.632 639 (5.313) 3.810 10.572 900.123 55.353 672 (6.851)

46.028 (13.293)

96.157 (33.171)

69.632 (25.364)

31.958 (12.021)

49.174 (13.440)

32.735 32.735 $

62.986 389 63.375 $

44.268 1.788 46.056 $

19.937 3.134

35.734 3.242

- (413) 23.071 $ 38.563

DATA LAIN :
Papa Johns hanya menikmati incremental growth (sejak 2000) John Schnatter menginginkan 200 to 300 rest. Per tahun Analis Restaurant : pizza industry is a mature & saturated industry Penurunan OPERATING INCOME = OPERATING EXPENSE lebih besar vs REVENUE

Mission Statement:
CUSTOMERS, TEAM MEMBERS, FRANCHISEE, SHAREHOLDERS

Core Values :
FOCUS, Accountability, Superiority, PAPA, Attitude, Constant Improvement

VALUE CHAIN
Value Chain
Inbound logistic Operasi Outbound logistic

Value utk Customer

PENDAPATAN USD 1.063 Milyar (2007) Lokasi di PRIME AREA dan di dukung oleh commissaries Sebagai SUPPLIER Delivery van Adv. Nasional melalui TV, printing media, internet, direct mail dan in-store marketing Sponsor utk Komunitas Lokal CSR (beasiswa) Pan Pizza & dessert

Primer

Marketing & Sales

Service Procurement Technology development Human resources management

Order online & telephone KEJU melalui BIBP Commodities 10 DEPOT REGIONAL ORDER via SMS dan Internet Promosi via Internet & mobile Operation Support Service and Training (OSST) utk HR

Sekunder

VRIO Analysis (VALUE CHAIN)

Resources/ Capabilities
Inbound Logistic Operation Outbound Logistic Marketing Service Procurement Technology development HRM

Is it Valuable?
Yes Yes Yes Yes Yes Yes Yes Yes

Is it Rare?
Yes No No No No No No No

Costly to Imitate?
Yes No No No No No No No

Organizing
Yes Yes Yes Yes Yes Yes Yes Yes

Quality product, Active participation in the local communities, and product branding (Co-Branding)

Produk
Pizza Menu Lain Minuman Desserts Extra/Topping
pizza spesial (pesan sesuai selera) Adonan Kualitas Tinggi Termasuk saus dan pepperoni Chicken wings, chicken strips, breadsticks

Coca-cola

Applepie, cinnapie

Saus, pepperoni, Keju parmesan, dll

VRIO Analysis (PRODUK)

Produk Pizza Menu Lain Minuman Desserts Extra Is it Valuable?
Yes Yes Yes Yes No

Is it Rare?
Yes No No Yes Yes

Costly to Imitate?
No No No No No

Organizing
Yes Yes Yes Yes Yes

Keterangan
not costly to imitate Disediakan oleh banyak Pesaing Bukan diferensiasi Langka tapi not costly to imitate Rare tapi tidak bernilai Tinggi

KESIMPULAN
Papa Johns tidak mempunyai sustainable competitive advantage Produk tidak UNIK dan not too costly to duplicate Fokus pada 3 kegiatan utama: 1. product quality (Better Ingredients, Better Pizza) 2. Kampanye (Adv. Publisitas) 3. Expand Internasional

The Value of Product Differentiation

Neutralizing Threats
Entry Industry Focal Firm Threat Suppliers (-) Substitutes

Buyers

Rivalry

- 200 300 Rest. Per Tahun - 4000 Rest. Dalam 5 tahun (per2007) - 6000 7000 Rest. Seluruh dunia - Mengurangi Rest yang dikelola sendiri - Stabilitas Revenue

Tujuan
Ekspansi Internasional

Akibat
Mengancam Identitas Carry-Out dan Delivery

Saran
Mempertahankan VALUE carry-out & delivery Pasar ASIA

Area Domestik Bisnis Baru (akuisisi atau development)

Jumlah Rest. Besar- Span of Control. Acquisition, perbedaan pada culture dan Harga Tinggi Bisnis baru di luar Pizza, butuh pengetahuan baru

Komposisi Franchisee dan Owned Restoran Menggalakkan Co-branding Akuisisi bisnis serupa

Strategi
Pengembangan Produk Baru

Rekomendasi
Bahan2 import Desserts baru Kopi dan variannya Elemen KESEHATAN

Contoh
PIZZA Original dari ITALY Cake, Pudding Es Kopi, Capuccino dll KALORI Rendah

Jasa / Service Baru Keterkaitan multi area

Catering services Bank

Menu Pesta atau Rapat Jaminan Perusahaan utk Franchisee kredit kepada Bank Franchise

Lokasi

ASIA

Distribution channels Brand Image

Outlet KESEHATAN

Paket PIZZA buat Sendiri PIZZA Rendah Kalori

Matur Nuwun