19 CHAPTER IV DATA ANALYSIS 4.1 Company Profile PT Idola Cahaya Semesta is a retail business, with over 50 retail stores across JABODETABEK. Their retail store is named Idolmart. PT Idola Cahaya Semesta has a vision to be the number one retail store in Asia that gives prosperity for its employees, investors and customers. PT Idola Cahaya Semesta’s missions are to give the best service for customers with unique, cheap and complete collection of products, giving prosperity to all its employees, contribute in Indonesia’s economic growth and reduce the level of unemployment in Indonesia. PT Idola Cahaya Semesta has a unique spiritual corporate culture, where the majority of its employees are Muslims, and do worshipping rituals every day. 4.1.1 Company History PT Idola Cahaya Semesta was founded by Wan Muhammad in 2006, previously named Toysmart and was a toy store retail business. Facing near bankruptcy in 2007, old colleague Herry Rasyid bought half of the share and the two reshaped the business together. The business grows steadily each year and expanded from a toy store into a non-food convenience store. Today they not only sell toys, the company started to sell office supplies, stationary items, accessories (such as hair iron, perfumes, and glasses), baby supplies, and small electronics (such as power banks and mp3 players). 20 4.1.2 Organization Structure PT Idola Cahaya Semesta is a growing company with hundreds of employees working in the main office and over 50 retail stores. The organization structure is visualized by the figure above. The board of directors are Herry Rasyid and Wan Muhammad Hasyim, below is the Audit Department head Diana Erwin, followed by the general manager Deni Satria. Below the general managers are six head of business functions, they are purchasing led by Yusuf, HRD and GA department led by Sunandar, finance, accounting and tax department led by Diana Erwin, operational department led by Risnawan Indri Saptolo, distribution center led by Asep Indra and IT department led by Irham Fauzi. 4.1.3 Target Market PT Idola Cahaya Semesta main customer target is from the middle-low income class thus sells their goods at a cheap price. The retail stores are also located in the outskirts of Jakarta, in small cities like Bintara, Jatibening, Bekasi, and Tambun. The reason why they chose this target market based on the interview with the vice president of the company is to reach a high inventory turnover ratio to generate greater revenue. Indonesia is a developing country with most of the country people is of the middle-low income class, so that is the reason the company focuses its target market on the middle-low income class. 4.1.4 Products PT Idola Cahaya Semesta’s retail store, Idol Mart, sells a variety of everyday products. Their products are categorized by the type of products and the turn over speed ratio of the Figure 5 Organization Structure 21 products. The types are stationary 1, stationary 2, toys for boys, toys for girls, small electronics, accessories, baby supplies and more.