skb tourism

Topics: Types of restaurants, Restaurant, Food Pages: 14 (3700 words) Published: October 10, 2013
CHAPTER I
INTRODUCTION
A. The Initial Idea
Tourism, according to Walker (2009:37),
comprises the activities of persons travelling to and staying in places outside their usual environments for not more than one consecutive year for leisure, business, and other purposes. Tourism industry itself is supported by many services, such as food and beverages services, accomodation services, travel services, and some other services that are as important as the previous ones. Table 1

Number of Population by District
District
Total Population
(person)
Sex Ratio
(%)
Population Growth Rate
(%)
Setu
72,727
104.71
4.05
Serpong
151,899
98.50
4.45
Pamulang
308,272
102.05
3.07
Ciputat
207,885
103.53
3.29
Ciputat Timur
190,415
101.54
2.52
Pondok Aren
331,664
102.53
3.87
Serpong Utara
142,328
99.30
5.26
Total
1,405,170
101.78
3.63
Source: BPS Tangerang Selatan (2013)
As we can see from the table provided above, Serpong district as a part of Tangerang Selatan area has a significant population growth. It has the second highest population growth in comparison to the whole Tangerang Selatan Area, despite the total population which is relatively low in comparison to other districts. This means that Serpong is growing as a new populated area, either as a business center, residential area, or industrial. From the assumption above, Serpong area can be considered a good area for opening a new business due to the increasing population, in which we can make a various target market segmentation due the diversity of the population. Table 2

Gross Domestic Product (in billion rupiah)
Field
Year

2010
2011
2012
Restaurant
155,044.80
169,707.80
186,768.30
Total
6,446,851.90
7,442,781.20
8,241,864.30
Source: Badan Pusat Statistik (2013)
Table 3
Distribution of Small/Medium/Large Industry
in Tangerang Selatan 2012
District
Food Industry
Setu
41
Serpong
49
Pamulang
15
Ciputat
24
Ciputat Timur
8
Pondok Aren
32
Serpong Utara
25
Total
194
Source: Badan Pusat Statistik Tangsel (2013)

From the data provided in the table two above, restaurant business holds approximately 2.3 percent of the total Indonesia Gross Domestic Product, which includes mining and petroleum industry. Considering the amount of funds involved in those two industries, restaurant business provides a significant amount towards it. From table three also can be seen that Serpong holds the most amount of food and beverage industry in Tangerang Selatan area. Based on this particular data, it shows that restaurant business is a very growing business, especially in Serpong area. Table 4

Midscale and Upscale Restaurant Business Growth from 2010 – 2012 City
Business
Average Income

2010
2011
2012
Growth
2010
2011
2012
Tangerang
70
179
351
11.50%
49.332.260
56.992.600
63.774.060
Source: Badan Pusat Statistik Kota Tangerang (2013)
Table four above also shows a very potential growth for restaurant business in Tangerang, 11.50%, which is a quite a promising amount. This is also supported with the growth of average income which means that the purchasing power of the surrounding area grows promisingly. In accordance from the entire conclusion above, Tangerang is chosen as a good location for the restaurant. In specific, D’Breeze area is chosen due to recent development and popularity as a culinary destination. Not only popular, but the geographic position of D’Breeze is located quite conviniently between many residential areas which makes it easier for potential customer to reach the business. The convenient position of Alam Sutera also provides a broad intial market segment, in which can be segmented into proper target segment to achieve successful business planning. The concept of the restaurant itself will be based on Thailand food, but it will be modified instead of going for authenticity. Many recipes provided in Thailand cookbooks out there share the same recipes, but none of them...
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