Wendy Citrarasa

Topics: Marketing, Pricing, Fast food Pages: 21 (5115 words) Published: November 5, 2012

Alexandre Richard
Arief Putratama Said


Campus BSD - City
Bumi Serpong Damai - 15321
Island of Java – Indonesia
June 2011


First of all, we would like to thank God Almighty for His blessing during the process from the start until the end of the interview at PT. Wendy Citrarasa.

Our group would also like to thank PT. Wendy Citrarasa, who managed to spare us some time for the interview and provide resources in order to finish the project. Especially to Mr. Ipeng Widjojo, the owner of Wendy’s for this opportunity. The knowledge came from this project has been a great opportunity on a real business example on a corporate marketing.

Author also thank to Mr. Bernadus Agus Finardi (Swiss German University Marketing lecturer) for his assitance towards the project.

In the end, we would like to apologize if there is any unintentional mistakes. It is our deepest expectation that this project paper may broaden up the knowledge of the readers and we appreciate any feedbacks. Thank you.

BSD City, 2011



this paper are a compilation of what the student had learn during in class session with Mr. Bernardus Agus Finardi, and the interview with Mr. Ipeng Widjojo as the Head of PT.Wendy Citrarasa.

The purpose of this paper is to make student able to understand more about marketing theory, and the marketing behind PT. Wendy Citrarasa. The interview was held on 26th may 2011 by Mr. Ipeng Widjojo himself.

This project is expected to be submitted on 10th june 2011. The group are expected to anlyze the real case in indonesia from the perspective of Customer Driven Marketing Strategy.

The extends of the topic includes some chapter in the Principle of Marketing book which are Company General Overview, Marketing Environment and Analysis, Marketing Strategy, Marketing Mix, Customer Driven Marketing Strategy, New-Products Development, Pricing Products: Understanding and Caputring Customer Value, and Advertising & Public Relations.

a. Background


Fast food refers to food that can be prepared and served quickly. Fast food restaurants usually have a walk up counter or drive-thru window where you order and pick up your food.

There is a lot of international fast food restaurants in Indonesia such as Mcdonalds, KFC, Burger King, and many more. Wendy's Old Fashioned Hamburgers (simply known as Wendy's) is an international fast food restaurant founded by Dave Thomas on November 15, 1969, in Columbus, Ohio, United States. The company decided to move its headquarters to Dublin, Ohio, on January 29, 2006.

As of March 2010, Wendy's was the world's third largest hamburger fast food chain with approximately 6,650 locations, following McDonald's 31,000+ locations and Burger King's 12,000+ locations. On April 24, 2008, the company announced a merger with Triarc, the parent company of Arby's. Despite the new ownership, Wendy's headquarters remained in Dublin. Previously, Wendy's had rejected more than two buyout offers from Triarc Companies Inc. Following the merger, Triarc became known as Wendy's/Arby's Group, a publicly traded company. (RUPSLB), which was held on August 10, 2010.

PT Wendy Citrarasa is the firm that covers all the Wendy’s franchise in Indonesia. Currently, it is owned by Ipeng Widjojo, who had studied in the Boston University back in the early 1990s

2. Interview Purpose

The purpose of the interview is to make student understand about marketing in reality and to make student learn about the process in the company. Added on, it will give student experience which be useful for student’s future.

3. methodology

This report is a combination from what the writer has learned from university and during...
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