Batik Brownie : A Business Plan.
ABSTRACT
Proyek akhir ini merupakan sebuah perencanaan bisnis di bidang
kuliner. Bisnis yang dimaksud adalah brownis yang memiliki motif parang
batik di dalamnya. Motif tersebut berbentuk menyusun secara diagonal
yang dapat dilihat pada saat brownis dipotong.
Di dalam proyek akhir ini dibahas alasan pemilihan bisnis brownis
batik, penjelasan mengenai keunikan motif parang batiknya, visi-misi,
penjelasan mengenai logo bisnis, target dari bisnis brownis batik ini yakni
masyarakat Bandung, harga penjualan, promosi yang dilakukan, aspek
operasional baik produk maupun pelayanan dan lokasi tempat produksi
dan penjualan. Di samping itu dibahas pula mengenai sumber daya
manusia yang terlibat dalam bisnis brownis batik ini yang terdiri dari 4 staff
produksi, 4 pelayan, 2 kasir, dan 1 sopir. Selain daripada hal-hal tersebut,
juga dibahas aspek - aspek keuangan dalam menjalankan bisnis brownis
batik ini, baik investasi, pengeluaran dan pemasukan per bulannya, juga
waktu yang dibutuhkan untuk mendapatkan kembali modal.
Brownis Batik merupakan sebuah kuliner yang unik sehingga bisnis ini
adalah bisnis yang menguntungkan, didukung dengan perhitungan
keuangan dimana modal akan kembali dalam waktu sembilan bulan dua
puluh empat hari.
Maranatha Christian University
EXECUTIVE SUMMARY
Prepare yourself for a unique sensation in culinary and discover a new
sensation of snack in Batik Brownie. Batik Brownie is brownie with parang
batik motif inside that you can see when you cut the brownie. The batik
motif is resulted from layer of vanilla biscuits which makes the brownie
have new sensation of unique appearance. Combination of brownie cake
with vanilla biscuits results in an outstanding taste. As a result, Batik
Brownie creates both a unique appearance and an outstanding taste that
will attract many people.
The target market of Batik Brownie business is Bandung people. By
selling Batik Brownie in strategic place, supported with competitive price
and several interesting promotions to attract, this business will have good
opportunity to run and develop.
Based on the calculation of financial aspects, Batik Brownie is a
profitable business. The payback period of the investment is nine months
and twenty-four days. The calculation of net present value and profitability
index shows that Batik Brownie business is feasible. Therefore, choosing
to run Batik Brownie business is the right choice.
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE……………………………………………………………….....i
DECLARATION OF ORIGINALITY………………………………………..ii
FRONT COVER OF THE BUSINESS PLAN…………………………….iii
APPROVAL PAGE…………………………………………………………iv
TABLE OF CONTENTS…………………………………………………....v
ABSTRACT………………………………………………………………….vi
EXECUTIVE SUMMARY…………………………………………………..vii
CHAPTER I. THE BACKGROUND………………………………………..1
CHAPTER II. MARKETING ASPECT………………………………….....9
CHAPTER III. OPERATIONAL ASPECT………………………………..15
CHAPTER IV. HUMAN RESOURCES ASPECT……………………….22
CHAPTER V. FINANCIAL ASPECT……………………………………..31
BIBLIOGRAPHY
APPENDICES
Maranatha Christian University
CHAPTER I
BACKGROUND
1.1 Background of the Study
Food is a primary need for every people. People will always look for
and buy food; therefore, culinary business is not a temporary business.
Culinary business is a long - lasting business because everyone needs
food and has to eat (Wilhelm par.1). As a result, there are many people
who are interested in and want to run culinary business. Culinary business
can be started with the capital from thousands until billions IDR and has
small barrier to enter (Wilhelm par.1).
Considering those opportunities, I decide to run a culinary business in
Bandung that focuses on snack which is brownie. The article entitled
“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” mentions
that Bandung has been popular with its brownie (par.6). Moreover, based
on my 50 sample questionnaires about outlet and snack in Bandung, 84%
of the respondents mention that they like to buy brownies in Bandung. As I
am a brownie lover, I want to make an innovation with brownie. The
innovation is Batik Brownie that I will choose as my business.
1
Maranatha Christian University
Batik Brownie is chocolate brownie that has a batik motif inside which
is made from vanilla biscuits. The motif itself is batik motif in layers or wellknown as parang batik motif. Parang batik motif is a collective of simple
repeated linear motifs that run diagonally in layers (Indonesian Heritage
Society 39). I choose Batik Brownie as my business because it is different
from other brownies in Bandung. Beside money, unique concept is also
important to run culinary business (Wilhelm par.4). Figure1.1 and 1.2
below show the similarity between my Batik Brownie and parang batik
motif.
Figure 1.1 Batik Brownie
Figure 1.2 Parang Batik Motif
1.2 About the Business
I will sell my Batik Brownie in Bandung. The article entitled “Bandung,
Tempat Ideal Bagi Anda Para Petualang Kuliner” mentions that Bandung
city is identical with its enchantment of various culinary (par.1). I choose a
stand beside the parking area of The Secret Factory Outlet which is
located on LL. RE. Martadinata street. Kungz states that, “(LL. RE.
Martadinata street) is well known for the factory outlets here and some of
the top outlets are found in this area” (par.1). Based on my questionnaires,
72% of the respondents mention that The Secret is the most visited outlet
on LL. RE. Martadinata street.
2
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My target market for this business is Bandung people. The article
entitled “Bandung, Tempat Ideal Bagi Anda Para Petualang Kuliner”
mentions that Bandung people are willing to make a big effort only to get
delicious and unique food (par.4). Beside Bandung people, people who
come from Jakarta are also potential to be the target market of my Batik
Brownie. There are many tourists from other cities especially from Jakarta
who come to Bandung in the weekends (Radiana par.1).
Figure 1.3 below shows the logo of my Batik Brownie business. An
article entitled “Logo” states that, “Logo (is) a recognizable graphic design
element, often including a name, symbol or trademark, representing an
organization or product” (par.1).
Figure 1.3 Batik Brownie logo
This logo is appropriate with my business because the colour of this
logo, which are dark brown and light yellow, represents the colour of my
Batik Brownie which are also dark brown and light yellow, as it is shown in
figure 1.1 above. The circle border that has ethnic carving, supported by
curly „B‟ letter, and added by several curly motif near the „B‟ letter gives
traditional impression. „B‟ letter is for Batik and Brownie. The parang batik
motif behind the „B‟ letter shows batik motif inside my brownie.
3
Maranatha Christian University
1.3 Vision Statement
I have a vision for my Batik Brownie business. Vision is something that
a company wants to achieve in the future (Arman par.2). The vision of my
business is in 2013 I will have at least one branch at another strategic
place in Bandung. The article entitled “Brownies Kukus Amanda Bandung”
mentions that Amanda Brownies Kukus started in 2000 and until 2010 it
already has 6 branches in Bandung (par.8 and 15). Amanda can make 6
branches in 10 years of its business; thus, I want to have at least 1 branch
in the first 3 years of my Batik Brownie business. The article entitled
“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” explains
that the chance of making snack business will never die (par.1). I hope I
can reach my vision because snack business has a chance to last long.
1.4 Mission Statement
The missions to support and to reach my vision are by making unique
innovation, giving competitive price, and doing promotion. Mission is
something that is in progress or will be done to achieve the vision (Arman
par.3). By doing those missions, I hope people will be interested and want
to buy my Batik Brownie; thus, I will have profit to develop my business
and to make a new branch.
1.5 Values
The value of my business is culture minded. The article entitled
“business value” mentions that, “value (is) the intangible value in a
4
Maranatha Christian University
business, above the value of its tangible assets” (par.1). Culture minded
becomes my value because batik is the authentic Indonesian culture.
Kalsum and Hasits mention that United Nations Educational Scientific and
Cultural Organization or UNESCO has already legalized that batik is the
authentic Indonesian cultural heritage on October 2, 2009 (par.2). Thus,
by selling Batik Brownie I also participate in supporting the Indonesian
culture.
1.6 SWOT Analysis
I do SWOT analysis in running my Batik Brownie business. SWOT
analysis is identification of certain factors (Strength, Weakness,
Opportunity, Threat) to formulate company strategy by maximizing
strengths and opportunities also minimizing weaknesses and threats
(Suyono par.2).
1.6.1 Strength
There are some strengths of my product. Strength is defined as the
strength of an organization that leads to a beneficial condition for the
organization (Faizmh par.4). First, it is the unique batik motif inside the
brownie that can be seen when the brownie is cut. The vanilla biscuits will
be in layers and result in a batik motif, as shown in Figure 1.1. Second is
the unique taste of combination between brownie dough and vanilla
biscuits. The brownie itself has a light and spongy texture on the top part
and a thick creamy layer of rich chocolate on the bottom. In addition, there
5
Maranatha Christian University
is a new sensation in Batik Brownie which is crunchy vanilla biscuits in the
middle. Consequently, Batik Brownie is unique both in appearance and
taste. Third is choosing a stand at The Secret Factory Outlet is
advantageous because I do not need to rent the place. I just need to share
25% of my income. If my products are not sold out, I do not need to pay
anything for the place.
1.6.2 Weakness
The weakness of my business is my Batik Brownie can only last for
four days. Weakness is defined as a condition that can cause loss for the
organization (Faizmh par.4). Thus, if in four days my products are not sold
out then I have to throw them away because my brownies will expire on
the fifth day. As anticipation, I will offer cheaper price around 2.500 IDR for
Batik Brownies that have not been sold out on the fourth day. Therefore, I
can reduce the risk of loss because of throwing the brownies away. It
would be better to give a discount rather than throwing them away.
1.6.3 Opportunity
I have distributed 50 questionnaires at The Secret Factory Outlet on
September 22, 2009 exactly on „Idul Fitri‟ holiday. Based on my
questionnaires, 90% of the respondents like to eat snacks and 72% of
respondents who come from Jakarta like to try new kinds of snacks.
Based on the article entitled “Bandung, Tempat Ideal Bagi Anda Para
Petualang Kuliner”, Bandung people are willing to make an effort in order
6
Maranatha Christian University
to get delicious and unique food (par.4). Therefore, there is an opportunity
of developing my business. Opportunity is defined as organization‟s
opportunity that can give profit for the organization (Faizmh par.5). After
my Batik brownie is known by many people, I will develop my business by
opening some branches in strategic places around Bandung. Thus, it will
be easier for my customers to buy my products.
1.6.4 Threat
In Bandung there are some other brownie sellers that have already
been well-known; as a result, they become a threat for my business.
Threat is defined as something that will become obstacle and threat along
the progression of the organization (Faizmh par.5). Even though they have
already been well-known, I am optimistic about my business because my
Batik Brownie is unique and different from other brownies.
1.7 Competitors
The competitors of my Batik Brownie business are Amanda Brownies
Kukus, Kartika Sari, and Prima Rasa. Competitors are people or
institutions that have the same business with us (Damogalad par.2). They
are my competitors because they sell similar product which is brownie.
7
Maranatha Christian University
1.8 Prospect of the Business
Brownie has been popular in Bandung and a unique concept is
important to run culinary business. Besides, based on the questionnaires
that I have distributed, most of the respondents like to buy, to eat, and to
try new snacks. Moreover, 74% of my respondents are interested to try
when they hear Batik Brownie. As a result, Batik Brownie will be a
profitable business to run.
8
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Atkinson, Anthony A et al. Management Accounting. New Jersey: Prentice
Hall, Inc., 2001.
Gitman, Lawrence J. Principles of Managerial Finance. United State:
Lawrence J. Gitman, 2000.
Hansen, Don R & Maryanne M. Mowen. Cost Management Accounting
and Control. China: Thomson South-Western, 2006.
Hilton, Ronald W. Cost Management Strategies for Business Decisions.
United States: McGraw-Hill Companies, Inc., 2003.
Kotler, Philip. Marketing Management. New Jersey: Prentice Hall,
Inc., 2003.
Kotler, Philip & Gary Armstrong. Principles of Marketing. New Jersey:
Prentice Hall, Inc., 2004.
Kotler, Philip & Gary Armstrong. Prinsip-Prinsip Pemasaran. Jakarta:
Erlangga, 2001.
Noe, Raymond A et al. Human Resource Management. United States:
McGraw-Hill Companies, Inc., 2000.
Robbins, Stephen P & Timothy A. Judge. Organizational Behavior. New
Jersey: Prentice Hall, Inc., 2007.
Maranatha Christian University
Society, Indonesian Heritage. Aspects of Indonesian Culture. Jakarta
Pusat: Indonesian Heritage Society, 2001.
Electronic Sources
Arman, Arry Akhmad. “Apa sebenarnya Visi, Misi dan Program Kerja?” 24
Mar. 2008. Wordpress. 9 Apr. 2010
“Arti Definisi/Pengertian Produksi & Nilai Guna Barang Dan Jasa –
Ekonomi Produksi.” Organisasi.Org. 31 Oct. 2008. Organisasi.Org.
9 Apr. 2010
“Ayo Pakai Batik pada 2 Oktober 2009.” Kompas.com. 29 Sept. 2009.
Kompas.com. 24 Oct. 2009
“Bandung, Tempat Ideal Bagi Anda Para Petualang Kuliner.” Vibizlife.com.
14 Aug. 2008. Vibizlife.com. 13 Sept. 2009
“Brownies Kukus Amanda Bandung.” Resep.web.id. 17 Jun. 2009.
Resep.web.id. 30 Oct. 2009
“Brownies Prima Rasa.” Jalan–Jalan. 1 Mar. 2000. Sedap-Sekejap.com.
30 Oct. 2009
“Business Value.” 2007. A D&B Company. 9 Apr. 2010
“Cash Inflows.” Encyclopedia.com. 2010. HighBeamResearch,Inc. 9 Apr.
2010
“Cash Outflows.” Encyclopedia.com. 2010. HighBeamResearch,Inc. 9 Apr.
2010
Damogalad, Anik. “KOMPETITOR, PERLUKAH ITU.” Anikzd. 22 May
2009. Wordpress. 5 Apr. 2010
“Definition of ship, readership, layout, vendor, attention, tackle, cycle,
challenge, attribute, discard.” 2010. english-test.net. 9 Apr. 2010
Faizmh. “Aplikasi Teori Analisis SWOT Dalam Organisasi.” FaizmhTM.
12 Feb. 2008. Wordpress. 25 Sept. 2009
Google Map. 6 May 2010.
Kungz. “Factory Outlets at Jalan Riau, Bandung.” Factory Outlets at Jalan
Riau, Bandung. 27 Aug. 2009. Wordpress. 13 Sept. 2009
“Logo.” Entrepreneur. 2010. Entrepreneur.Inc. 9 Apr. 2010
“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas.”
Warnadunia.com. 23 Mar. 2009. Warnadunia.com. 13 Sept. 2009
Perner, Lars. “Segmentation, Targeting, and Positioning.” USC Marshall.
2008. USC Marshall. 28 Sept. 2009
Purwanto, Didik. “Inflasi 2010 Bisa Membengkak Hingga 6%.” 1 Oct. 2009.
okezone.com. 21 Nov. 2009
Radiana, Iyan M.M. “Peluang Bisnis Kuliner.” Pikiran Rakyat Online. 13
Sept. 2009. Pikiran Rakyat. 13 Sept. 2009
Sari, Riana Mutiara. “Studi Kelayakan Bisnis.” Metode Kelayakan Bisnis.
19 Apr. 2008. INDOSKRIPSI. 21 Nov. 2009
“Selamat Datang di Bank Indonesia.” Bank Indonesia. 5 May 2010. The
Bank of Indonesia. 6 May 2010
“Service Process.” Legal-Explanations.com. 2007. Legal-Explanations.
com. 9 Apr. 2010
“Site Definition.” 2010. Microsoft Corporation. 9 Apr. 2010
Suyono, Priyo. “Analisa SWOT.” 21 Jan. 2009. 5 Apr. 2010
“UMR/UMK Indonesia.” HRCentro. 2008. HRCentro Indonesian Human
Resource Community. 9 Apr. 2010
Ward, Susan. “Cash Flow Analysis.” About.com. 2010. About.com. 9 Apr.
2010
Ward, Susan. “Promotion.” About.com. 2010. About.com. 9 Apr. 2010
Wilhelm, George. “Bisnis Makanan: Bisnis yang Tidak Pernah
Membosankan.” Nanissima.multiply.com. 13 May 2007. Kontan. 13
Sept. 2009
Maranatha Christian University
Proyek akhir ini merupakan sebuah perencanaan bisnis di bidang
kuliner. Bisnis yang dimaksud adalah brownis yang memiliki motif parang
batik di dalamnya. Motif tersebut berbentuk menyusun secara diagonal
yang dapat dilihat pada saat brownis dipotong.
Di dalam proyek akhir ini dibahas alasan pemilihan bisnis brownis
batik, penjelasan mengenai keunikan motif parang batiknya, visi-misi,
penjelasan mengenai logo bisnis, target dari bisnis brownis batik ini yakni
masyarakat Bandung, harga penjualan, promosi yang dilakukan, aspek
operasional baik produk maupun pelayanan dan lokasi tempat produksi
dan penjualan. Di samping itu dibahas pula mengenai sumber daya
manusia yang terlibat dalam bisnis brownis batik ini yang terdiri dari 4 staff
produksi, 4 pelayan, 2 kasir, dan 1 sopir. Selain daripada hal-hal tersebut,
juga dibahas aspek - aspek keuangan dalam menjalankan bisnis brownis
batik ini, baik investasi, pengeluaran dan pemasukan per bulannya, juga
waktu yang dibutuhkan untuk mendapatkan kembali modal.
Brownis Batik merupakan sebuah kuliner yang unik sehingga bisnis ini
adalah bisnis yang menguntungkan, didukung dengan perhitungan
keuangan dimana modal akan kembali dalam waktu sembilan bulan dua
puluh empat hari.
Maranatha Christian University
EXECUTIVE SUMMARY
Prepare yourself for a unique sensation in culinary and discover a new
sensation of snack in Batik Brownie. Batik Brownie is brownie with parang
batik motif inside that you can see when you cut the brownie. The batik
motif is resulted from layer of vanilla biscuits which makes the brownie
have new sensation of unique appearance. Combination of brownie cake
with vanilla biscuits results in an outstanding taste. As a result, Batik
Brownie creates both a unique appearance and an outstanding taste that
will attract many people.
The target market of Batik Brownie business is Bandung people. By
selling Batik Brownie in strategic place, supported with competitive price
and several interesting promotions to attract, this business will have good
opportunity to run and develop.
Based on the calculation of financial aspects, Batik Brownie is a
profitable business. The payback period of the investment is nine months
and twenty-four days. The calculation of net present value and profitability
index shows that Batik Brownie business is feasible. Therefore, choosing
to run Batik Brownie business is the right choice.
Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE……………………………………………………………….....i
DECLARATION OF ORIGINALITY………………………………………..ii
FRONT COVER OF THE BUSINESS PLAN…………………………….iii
APPROVAL PAGE…………………………………………………………iv
TABLE OF CONTENTS…………………………………………………....v
ABSTRACT………………………………………………………………….vi
EXECUTIVE SUMMARY…………………………………………………..vii
CHAPTER I. THE BACKGROUND………………………………………..1
CHAPTER II. MARKETING ASPECT………………………………….....9
CHAPTER III. OPERATIONAL ASPECT………………………………..15
CHAPTER IV. HUMAN RESOURCES ASPECT……………………….22
CHAPTER V. FINANCIAL ASPECT……………………………………..31
BIBLIOGRAPHY
APPENDICES
Maranatha Christian University
CHAPTER I
BACKGROUND
1.1 Background of the Study
Food is a primary need for every people. People will always look for
and buy food; therefore, culinary business is not a temporary business.
Culinary business is a long - lasting business because everyone needs
food and has to eat (Wilhelm par.1). As a result, there are many people
who are interested in and want to run culinary business. Culinary business
can be started with the capital from thousands until billions IDR and has
small barrier to enter (Wilhelm par.1).
Considering those opportunities, I decide to run a culinary business in
Bandung that focuses on snack which is brownie. The article entitled
“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” mentions
that Bandung has been popular with its brownie (par.6). Moreover, based
on my 50 sample questionnaires about outlet and snack in Bandung, 84%
of the respondents mention that they like to buy brownies in Bandung. As I
am a brownie lover, I want to make an innovation with brownie. The
innovation is Batik Brownie that I will choose as my business.
1
Maranatha Christian University
Batik Brownie is chocolate brownie that has a batik motif inside which
is made from vanilla biscuits. The motif itself is batik motif in layers or wellknown as parang batik motif. Parang batik motif is a collective of simple
repeated linear motifs that run diagonally in layers (Indonesian Heritage
Society 39). I choose Batik Brownie as my business because it is different
from other brownies in Bandung. Beside money, unique concept is also
important to run culinary business (Wilhelm par.4). Figure1.1 and 1.2
below show the similarity between my Batik Brownie and parang batik
motif.
Figure 1.1 Batik Brownie
Figure 1.2 Parang Batik Motif
1.2 About the Business
I will sell my Batik Brownie in Bandung. The article entitled “Bandung,
Tempat Ideal Bagi Anda Para Petualang Kuliner” mentions that Bandung
city is identical with its enchantment of various culinary (par.1). I choose a
stand beside the parking area of The Secret Factory Outlet which is
located on LL. RE. Martadinata street. Kungz states that, “(LL. RE.
Martadinata street) is well known for the factory outlets here and some of
the top outlets are found in this area” (par.1). Based on my questionnaires,
72% of the respondents mention that The Secret is the most visited outlet
on LL. RE. Martadinata street.
2
Maranatha Christian University
My target market for this business is Bandung people. The article
entitled “Bandung, Tempat Ideal Bagi Anda Para Petualang Kuliner”
mentions that Bandung people are willing to make a big effort only to get
delicious and unique food (par.4). Beside Bandung people, people who
come from Jakarta are also potential to be the target market of my Batik
Brownie. There are many tourists from other cities especially from Jakarta
who come to Bandung in the weekends (Radiana par.1).
Figure 1.3 below shows the logo of my Batik Brownie business. An
article entitled “Logo” states that, “Logo (is) a recognizable graphic design
element, often including a name, symbol or trademark, representing an
organization or product” (par.1).
Figure 1.3 Batik Brownie logo
This logo is appropriate with my business because the colour of this
logo, which are dark brown and light yellow, represents the colour of my
Batik Brownie which are also dark brown and light yellow, as it is shown in
figure 1.1 above. The circle border that has ethnic carving, supported by
curly „B‟ letter, and added by several curly motif near the „B‟ letter gives
traditional impression. „B‟ letter is for Batik and Brownie. The parang batik
motif behind the „B‟ letter shows batik motif inside my brownie.
3
Maranatha Christian University
1.3 Vision Statement
I have a vision for my Batik Brownie business. Vision is something that
a company wants to achieve in the future (Arman par.2). The vision of my
business is in 2013 I will have at least one branch at another strategic
place in Bandung. The article entitled “Brownies Kukus Amanda Bandung”
mentions that Amanda Brownies Kukus started in 2000 and until 2010 it
already has 6 branches in Bandung (par.8 and 15). Amanda can make 6
branches in 10 years of its business; thus, I want to have at least 1 branch
in the first 3 years of my Batik Brownie business. The article entitled
“Peluang Usaha Kecil Oleh-Oleh Cemilan dan Makanan Khas” explains
that the chance of making snack business will never die (par.1). I hope I
can reach my vision because snack business has a chance to last long.
1.4 Mission Statement
The missions to support and to reach my vision are by making unique
innovation, giving competitive price, and doing promotion. Mission is
something that is in progress or will be done to achieve the vision (Arman
par.3). By doing those missions, I hope people will be interested and want
to buy my Batik Brownie; thus, I will have profit to develop my business
and to make a new branch.
1.5 Values
The value of my business is culture minded. The article entitled
“business value” mentions that, “value (is) the intangible value in a
4
Maranatha Christian University
business, above the value of its tangible assets” (par.1). Culture minded
becomes my value because batik is the authentic Indonesian culture.
Kalsum and Hasits mention that United Nations Educational Scientific and
Cultural Organization or UNESCO has already legalized that batik is the
authentic Indonesian cultural heritage on October 2, 2009 (par.2). Thus,
by selling Batik Brownie I also participate in supporting the Indonesian
culture.
1.6 SWOT Analysis
I do SWOT analysis in running my Batik Brownie business. SWOT
analysis is identification of certain factors (Strength, Weakness,
Opportunity, Threat) to formulate company strategy by maximizing
strengths and opportunities also minimizing weaknesses and threats
(Suyono par.2).
1.6.1 Strength
There are some strengths of my product. Strength is defined as the
strength of an organization that leads to a beneficial condition for the
organization (Faizmh par.4). First, it is the unique batik motif inside the
brownie that can be seen when the brownie is cut. The vanilla biscuits will
be in layers and result in a batik motif, as shown in Figure 1.1. Second is
the unique taste of combination between brownie dough and vanilla
biscuits. The brownie itself has a light and spongy texture on the top part
and a thick creamy layer of rich chocolate on the bottom. In addition, there
5
Maranatha Christian University
is a new sensation in Batik Brownie which is crunchy vanilla biscuits in the
middle. Consequently, Batik Brownie is unique both in appearance and
taste. Third is choosing a stand at The Secret Factory Outlet is
advantageous because I do not need to rent the place. I just need to share
25% of my income. If my products are not sold out, I do not need to pay
anything for the place.
1.6.2 Weakness
The weakness of my business is my Batik Brownie can only last for
four days. Weakness is defined as a condition that can cause loss for the
organization (Faizmh par.4). Thus, if in four days my products are not sold
out then I have to throw them away because my brownies will expire on
the fifth day. As anticipation, I will offer cheaper price around 2.500 IDR for
Batik Brownies that have not been sold out on the fourth day. Therefore, I
can reduce the risk of loss because of throwing the brownies away. It
would be better to give a discount rather than throwing them away.
1.6.3 Opportunity
I have distributed 50 questionnaires at The Secret Factory Outlet on
September 22, 2009 exactly on „Idul Fitri‟ holiday. Based on my
questionnaires, 90% of the respondents like to eat snacks and 72% of
respondents who come from Jakarta like to try new kinds of snacks.
Based on the article entitled “Bandung, Tempat Ideal Bagi Anda Para
Petualang Kuliner”, Bandung people are willing to make an effort in order
6
Maranatha Christian University
to get delicious and unique food (par.4). Therefore, there is an opportunity
of developing my business. Opportunity is defined as organization‟s
opportunity that can give profit for the organization (Faizmh par.5). After
my Batik brownie is known by many people, I will develop my business by
opening some branches in strategic places around Bandung. Thus, it will
be easier for my customers to buy my products.
1.6.4 Threat
In Bandung there are some other brownie sellers that have already
been well-known; as a result, they become a threat for my business.
Threat is defined as something that will become obstacle and threat along
the progression of the organization (Faizmh par.5). Even though they have
already been well-known, I am optimistic about my business because my
Batik Brownie is unique and different from other brownies.
1.7 Competitors
The competitors of my Batik Brownie business are Amanda Brownies
Kukus, Kartika Sari, and Prima Rasa. Competitors are people or
institutions that have the same business with us (Damogalad par.2). They
are my competitors because they sell similar product which is brownie.
7
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1.8 Prospect of the Business
Brownie has been popular in Bandung and a unique concept is
important to run culinary business. Besides, based on the questionnaires
that I have distributed, most of the respondents like to buy, to eat, and to
try new snacks. Moreover, 74% of my respondents are interested to try
when they hear Batik Brownie. As a result, Batik Brownie will be a
profitable business to run.
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