Business Plan and Implementation Report on Culinary Business “Rendang Ratu”

Ratu Fathia Rasyid

Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.

Ratna Roostika *

Department of Management, Faculty of Business and Economics, University of Islam Indonesia, Indonesia.

*Author to whom correspondence should be addressed.


Abstract

This paper was created with the aim to comparing the results of Rendang Ratu business implementation with the planning that had been previously designed in 2022. This business was created by considering the average data on beef consumption by Indonesian people, which tended to be static in the last five years from 2015 to 2021, so that impact on the low animal protein intake in the society, especially for the middle to lower economic class. However, animal protein from meat is an excellent food source for human growth, where this protein complements amino acids that are primary needs as well as the nutritional investment in maintaining long-term health. From this condition, the high demand for meat consumption has shown an opportunity to develop a business in avoiding the fluctuating price of meat and also increase the amount of meat consumption in Indonesia, especially in traditional Indonesian meat dishes. Rendang is a traditional Minang dish made with meat. Rendang Ratu is a Food and Beverage business specializing in processed meat products made with original-natural West Sumatra spices. For this reason, the methodology used is to look at the results of the business design, whether it is realized well or comes up with differences during the implementation process.

Furthermore, the differences found become objects resolved by referring to marketing management theories. The results of this business implementation are well realized, although several gaps have been resolved with solutions referring to marketing management theories. Henceforth, based on the results of observations and existing opportunities, the business development will be formed by expanding product services by providing other processed meats. Thus, the products produced can be more varied, and the target market can be more expansive.

Keywords: The needs of animal protein, the level of meat consumption, rendang, food and beverages business, marketing strategy, five orientation marketing, marketing mix


How to Cite

Rasyid , R. F., & Roostika , R. (2023). Business Plan and Implementation Report on Culinary Business “Rendang Ratu”. Asian Journal of Economics, Business and Accounting, 23(9), 23–33. https://doi.org/10.9734/ajeba/2023/v23i9960

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