13 Distribusi Dan Pemasaran Pangan

13
Distribusi dan
Pemasaran Pangan th
Manajemen Jasa Pangan

Program Studi Gizi
Dosen Mata Kuliah

M. Irfan Febriansyah, S.TP., M.Si.
Program Studi Gizi
Fakultas Kesehatan
mirfanfebriansyah@gmail.com Masyarakat
0856-6941-8835 Universitas Teuku Umar
The Menu
Menu ?
Characteristics of
Menu
À la carte Menu
Table d’hôte Menu

• Marketing in food and beverage operations can be extremely challenging as
managers have to consider how to market both the tangible elements of the meal
experience as well as the intangible ones
• In order for a transaction to take place, the consumer must be present, and that
makes the consumer part of the product, which adds to the challenge of how to
market the product effectively.
• As different customers have different experiences, expectations and perceptions, it
can be hard to maintain absolute consistency of the product and service.
• Furthermore, the perishability of both the actual products sold and the seats
available in a food and beverage operation make marketing an extremely important
function for the successful management of any food and beverage business
 According to Kotler (2006), marketing is a social process by
which individuals and groups obtain what they need and want
through creating and exchanging products and value with others.
 the marketing concept:
 The position of the customer as the focal point of a business is central to
the marketing concept.
 It is a positive management attitude that permeates through an
organization towards the satisfaction of its customers’ needs and wants.
 It recognizes the need for an organization to increase its short- and long-
term profits.
 An organization is aware of its external environment by monitoring,
analysing and responding to it.
Product orientation & sales orientation
• Product orientation
• mostly adopted by organizations whose products are currently in demand, producing profit, and
the organization is concerned with lowering unit costs by working towards high volume
production and economies of scale.
• The emphasis, therefore, is towards the product, aspects such as its design, production, quality
standards, costs and pricing.
• Sales orientation
• mostly adopted by organizations whose products are not currently in great demand and the
organization is concerned with increasing its volume sales.
• The emphasis, therefore, is towards selling and the generation of increased demand for its
products. Many sales orientated businesses are of a high, fixed capital nature, like hotels and
restaurants.
Sales
Orien.
Product
Orien.
Specific business needs, or changes in the market

may require a shift from one orientation to the other.
• Services are generally accepted as being ‘performed’, whereas goods are ‘objects’ that have
been produced.
• Service industries include banking, insurance, retailing and hairdressing.
• Manufacturing industries include those producing goods, for example, cars, tinned foods,
televisions and catering equipment.
• characteristics may be said to be relevant to services in general and food service operations
where applicable:
1. The customer is present at the time of both production and service.
 In service industries, for example, in a restaurant offering conventional food service, customers wait for
the food to be prepared, are served their meal at a table and the product is consumed.
 There is no time delay between production of the meal and service to the customer.
 In the manufacturing industry, for example, the manufacture of electrical goods, furniture or tinned foods,
the customer is not present during the production process.
• Characteristics may be said to be relevant to services in general and food service operations
where applicable:
2. Exceptions in the food service industry
• include cook-freeze, cook-chill and sous vide operations where production and service are separated, and
only at the last stage of production is the customer present, for example, for the regeneration process of
cook-chill meals in a school kitchen or in a hotel kitchen, prior to banquet service.
3. The customer is involved in the creation of the service.
• In service industries, customer involvement is a requirement for the creation of the service,
• for example in hairdressers, a bank or a self-service restaurant
4. The service product is consumed at the point of production.
• Customers go to a bank, or restaurant, for consumption of the service and, in this way, become part of the
total product.
5. An exception in the food service industry would be take-away where, as the name implies, the
food is taken away for consumption.
6. Services cannot be examined in advance.
• In service industries the customer is rarely able to examine the service in advance.
To understand the environment an organization will perform
a PESTLE analysis
• Political (the current and potential influences from political pressures),
• Economic (the local, national and world economy impact)
• Sociological (the ways in which changes in society affect us)
• Technological (how new and emerging technology affects our business)
• Legal (how local, national and world legislation affects us) and
• Environmental (the local, national and world environmental issues)
In the food service industry, some of the following demographic and geographic criteria may be used to
identify market segments:
 Geographic:
 The identification of market segments by geographic area may be at international, national or local level.
 At the international level, different cultures may not be appropriate for the introduction of certain products;
regional differences of food exist within the same country; at a local level a fish and chip shop may draw most of
its custom from a two- or three-mile radius, whereas customers may be willing to travel ten times that distance
to a specialized quality restaurant.
 Age group:
 Specific market segments may be identified in the food service industry according to their age.
 The younger 18–30 age group are more willing to experience new ideas; they like to dine and be seen in
fashionable restaurants and bars. The older age group may experiment less, but could form a large part of a
restaurant’s repeat business.
 Socio-economic classification:
 This is a form of general classification used by JICNARS (Joint Industry Committee for National Readership
Surveys), dividing the population into six groups (A, B, C1, C2, D and E) and classifying the head of the
household’s occupation into the groups
Income:
 The higher the disposable income, the higher the propensity to spend more on dining out. Areas
that have high percentage of ABs are, therefore, able to sustain a higher percentage of expensive
restaurants than areas largely made up of CDs.
Family life cycle:
 This form of classification is based on identifying stages within the cycle of family life and how each
stage affects the family’s purchasing behaviour

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Manajemen Jasa Pangan

Dosen Mata Kuliah

Table d’hôte Menu

Specific business needs, or changes in the market

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