Contoh Final Project Paper Dalam Bentuk
APPROVAL SHEET
In Partial Fulfillment of the Requirements for the Course
BACHELOR OF SCIENCE IN ENTREPRENEURIAL MANAGEMENT
This Study entitled : BEDUGUL GREEN FRESH MART Has been submitted by
: UMI NUR CHOLIFAH
(Student Number : 405059) SRI WENI (Student Number : 405060)
Project study / paper has been accepted in partial fulfillment of the requirements for the degree of
BACHELOR OF SCIENCE IN ENTREPRENEURIAL MANAGEMENT
And which Grade for the study is:______ (ACCEPTABLE FOR COMPLIANCE)
Given this 14 th day of February, 2016
DR. Angel T. Ramos, BSc, CPA, MBA Ir. Fajar Kurniawan, MSc, RQP
Course Operator Project Study Moderator
Preface
To realize a business dream there are some important things that should we run, starting from planning and organizing proceed will be continued in the real work and in balance with continuous control so that we can start this business idea. Although it is not easy we started our business site planning, but we are very excited because our business is very interest and promise prospects in the future. We are aware of our weaknesses and short comings in planning our business to the limited experience we have, therefore we would be very happy if there is critic is more constructive feedback. As its will help us to become a successful entrepreneur.
Introduction
Not a few companies engaged in supplier in Bali at the moment and we will be part of them. We dare to compete with them in a healthy way, as we will present a fresh vegetables product, guaranteed hygiene and health. Our products are very different from common vegetable in encounter in traditional markets and supermarkets in Bali.
Our marketing strategy is a very attractive package and keep the freshness of the vegetables and the storage temperature should pay attention. We are confident that our products will be circulated superior product in all societies, in particular for upper middle-class community in Bali.
Acknowledgement
We would like to extend our deepest gratitude and sincere appreciation to the following individuals who helped this plan possible.
To Saint Mary’s University for offering continuing education and being an instrument in opening another door an opportunity of becoming an entrepreneur.
To DR. Angel T. Ramos. MBA, BSc, CPA, D, Ed for given us a chance to have a better future. To Ir. Fajar Kurniawan, M.Si, RQP – GB for the guidance in understanding of Business Implementation.
Thanks also to the head of the Central Bureau of Bali Province Statistic Mr. Panusunan Siregar. And also the head of the Central Bureau of Bali Province Statistic of Social Mr. Indra Susilo which has helped us in meeting the data that we need incompleting our project.
Not to forget, to thanks to Ms. Joyce Lee, Ms. Jayadinata Linda, and Mr. Au Hin. as the parties who play an important role in the
survival of our learning so that we can complete our education up to graduation.
To farmers in the area of Bedugul we say thanks very much for the willingness to cooperate with us. Acknowledgments for the entire student Saturday that we loved. Without them notice ably less enthusiastic in completing the
project. They are sharing our friend, our friend argumentation collided, and they are our friends in the ups and downs until the end of our study period.
Chapter 1 The Executive Summary
1.1. Project Proponents
To be a vegetable supplier and determined to develop a business in systematic and planned into a formidable company and position themselves strategically in the business of trade and production in agriculture.
Raised the value of selling local farm produce International. Being a major supplier of vegetables to Denpasar area, Kuta, and Nusa
Dua.
1.2. Missions
Strive to increase the quality of service and production to match the high standards that can fulfill consumer demand. Continually improve guidance to customers in order as business partner. And expanding network of infinite market.
1.3. Objectives
Management based on the principles of efficient and effective, so as top and a high income to develop the business and improve the welfare of employees.
Improve the quality of human resources in accordance with the culture and the culture of the company, so it can deliver a high work ethic and sense of creative.
1.4. Goals
Government programs to help create a healthy society by providing fresh vegetables and hygienic.
Provide our customers with high quality product and excellent service at the reasonable price.
We maintain quality and product quality.
1.5. Highlights
1.5.1. Project Background
We choose supplier vegetable under the name “ Bedugul Green Fresh Mart “ in the background as the background by our growing children and was raised by
parents and neighborhood farmers. The meaning of this name is supplied we started this business from Bedugul area as the largest vegetables product in Bali which become the main supplier of vegetables at the same time supporting us. The Green fresh Mart has the intention that we are the supplier of fresh vegetables. Our project will be located at Bay Pass Ngurah Rai Street, Sumbatan Kendal No.18X Denpasar. Where the location is very strategic to be close to the main target of our marketing namely Denpasar, Kuta and Nusa Dua. So that we can facilitate the delivery of our product to our customers in a very quick time.
1.5.2. Management and Personal Feasibility Summary
At the company's management system, we apply the Six Sigma system in which we will apply the DMAIC (Define, Measure, Analyze, Improve, Control) and as a means of support in running our business. ( Eckes George. The Six Sigma: How to Process product Into Profis, United States of America: John Wiley & Sons, inc. 2001).
As for the running systems to our Six Sigma for the three major groups in which each held and accounted by our members. In the division of this task; Sri Weni responsible for the Define and Measure system, Umi Nur Cholifah responsible for system Analyze and Improve, and Sri Weni responsible for control systems and equipment. This division of labor is more based on skill and ability of each of us in the field who have specified above.
1.5.3. Marketing Feasibility Summary
Our marketing system that will be run to start our business is after wards will start from explaining the products that we sell will give examples for free as a way to promote our products to consumers in addition to promoting products through the current growing media. We will also continue to maintain good relationships and communicate with all consumers, so that they can receive our products and can sell itself, other than that one thing we noticed is that will attempt delivery of products to consumers in order to quickly and no defects.
1.5.4. Production Feasibility Summary
Vegetable product which we seek is the result of a local farm where the farmer is still relatively little use of modern methods. However behind these limitations make vegetable farmers who produced has advantages compared to other local farmers. The advantage of our products is to be the sole supplier of organic vegetables.
In our cooperative relationships with the farmers, we will establish mutually support each other. At the beginning we started our business, is still not fully become advocates of the farmers, but with the passage of our efforts will be
a major supporter of local farmers to become the largest producer of organic products in the area of Bedugul. By recycling existing vegetable waste, we will make as organic fertilizer and we will sell back only to the farmers at a price which is very cheap, thus the cooperation relationship between our farmers can work well because it is mutually beneficial.
1.5.5. Financing and Financial Feasibility Summary
In starting this business we support with initial capital of IDR 450,000,000.00 Which IDR 300,000,000.00 was contributed by both of us, and IDR 150,000,000.00 from the Bank Loan as for the ownership of capital we have
a large number of different figures that Umi Nur Cholifah has IDR 160,000,000.00 or 53% of the contribution or share of capital, and IDR 140,000,000.00 or 47% as Sri Weni of contribution or Share of capital, resulting in a distribution of profits will be divided in proportion to each of us.
In the first planning our business we will receive gross income approximately IDR 454,416,000.00 or 110% of the proceeds will we get. So in the first year we have received 10% of net profit.
1.5.6. Social and Economic Feasibility Summary
Our business plan will be developed at this time we also have to consider the social and economic impacts for both company employees and community around the company, with the concept (Corporate Social Responsibility Wikipedia.co.id) In this case we as accompany have a responsibility to the various forms of the entire user interests include consumers, employees, shareholders, communities Our business plan will be developed at this time we also have to consider the social and economic impacts for both company employees and community around the company, with the concept (Corporate Social Responsibility Wikipedia.co.id) In this case we as accompany have a responsibility to the various forms of the entire user interests include consumers, employees, shareholders, communities
1.5.7. Project Implementation and Time Table
To start this project, were quire five months of preparation. From finding the location, lobbying farmers and preparation of documents we need to support our feasibility until ready to make an agreement with our customers.
1.5.8. Conclusion to Feasibility
With preparation and a strong conviction of the both of us, we are very confident that our business plan is very feasible and very promising to grow rapidly. Therefore, we will immediately start the business as soon as possible that we could try after completion of our study later.
Chapter 2 Project Background
2.1. Project Proponents
Supporters of capital funding in the start of our business is the both of us. Which we areas owners of capital, also in charge of the future courses of our business. In detail can be seen in Table 2.1.
Table 2.1. Project Proponents
Umi Nur Cholifah
East Java 53% Sri Weni
Indonesia
Indonesia
East Java 47%
As shown in the above table in the main supporting our Project Plan is Umi Nur Cholifah who have the 53% stake in the company, and 47% of Sri Weni have the company's assets . In the implementation and sharing of the results of operations will be in proportion to the capital which has contributed to the company.
Proportion of Share
Umi Nur Cholifah
Sri Weni
Figure 2.1. Proportion Share
2.2. Proposed Name of the Business
We are both of people involved in this business who have similar properties, namely simplicity. In the naming of our business, we deliberately We are both of people involved in this business who have similar properties, namely simplicity. In the naming of our business, we deliberately
As for the "Green Fresh Mart" is an attempt to market fresh vegetables. We deliberately use the language of Britain is very easy to understand by the people of Bali which is basically 90% understand English, although not exactly the correct spelling. But in the language of the people of Bali are very familiar with the market sense of the word-for-word in English.
In addition we have a long-term goal for our business, which is our main target not only includes the people of Bali, but also to foreign tourists who have permission to stay in Bali or on business in Bali. With the name of "Bedugul Green Fresh Mart" we are sure will be a name that is easily embedded in the hearts of our customers will be, as it is very easy to remember.
2.3. Type of Business Organization
In business we use a type of business organization Functional Organization. Where this type of dross in accordance with our conditions in this type of business start with we believe can assist in starting and running a business we will, and we will transform functional into another type along with the development of our business in the future.
2.4. Location of the Storehouse
We chose the location at By Pass Ngurah Rai area. On Suwung Batan Kendal Road no.18x, Denpasar. This place as well as sales offices where our product packaging. This location is very strategic and close to the main market area, namely Denpasar, Kuta and Nusa Dua. So it will be easier for us to send our products to our customers quickly.
Figure 2.2. Location of the Storehouse
Chapter 3 Management and Personnel Feasibility
3.1. Personnel (Administrative)
General Manager
Production Manager & HRD
Marketing & Manager
Finance Manager
Head Production Production
Planning
Sales Expedition Control
Quality Control
Designer
Figure 3.1. Linier Type Organization
Table 3.1. Job Descriptions
Job Requirements Jobs Specification General Manager
1. Supervise office to achieve its goals and give directives to his subordinates. 2. Instructed to carry out the work. 3. Supervise employees in fulfilling their duties. 4. Coaching employees to carry out their duties. 5. Developing new methods to carry out the work.
Production
1.Adjusting time job to fit the time of delivery.
Manager & HRD
2. Adjusting the quality of supervisory positions at each
Manager
point of work.
3. Provide production rates for marketing purposes to make the sale price.
Marketing &
1. Responsible for the general manager.
Finance Manager
2. Setting goals and objectives of the course of the company's operations and sales strategies to consumers.
3. Creating an analysis of market share and sales strategy to determine customer.
4. Analyzing reports prepared by subordinates.
5. Optimizing excellent service to every customer.
6. Responsible for the acquisition and use of funds from the sale promotion.
7. Fostering marketing and guiding all employees in the marketing department.
Head Production
1. Acquisition of funds at a low cost.
2. Uses of funds effectively and efficiently.
3. Analyzing financial statements.
4. Analyze internal and external environment associated with routine decisions and specially.
Production
1. Helping to expedite production of receipt of the work
Planning Control
order to complete the product.
2. Provide an explanation of each item to the order of production.
3. Follow up the development of the production gets every week.
Quality Control
1. Creating corporate standardization.
2. Checking the goods in detail.
3. Provide instruction to repeat the work as not in accordance with company quality standards.
Designer
1. Guy who would always express their creative ideas led to innovations in new and dynamic products.
2. Designers are required to always provide the latest ideas in accordance with the progress of time and technology.
Sales
Selling, marketing, customer satisfaction and customer loyalty.
Expedition
1. Responsible for all items to be shipped and will return.
2. Provide reports to the entry and exit of goods marketing manager.
3.2. Proposed Salary of Personnel
General Manager is Umi Nur Cholifah, HRD & Production Manager is Sri Weni and Marketing & Finance Manager is Umi Nur Cholifah. In addition to the three main positions within our company helped by several key positions to support part of the company’s work. Part of it are:
Head Production Production Planning Control Quality Control Designer Sales
Expedition Worker
Table 3.2. Personnel Plan Salary
Position Salary ( IDR/Month)
General Manager 3,000,000.00 Production & HRD Manager
2,000,000.00 Marketing & Finance Manager
2,000,000.00 Head Production
1,250,000.00 Production Planning Control
1,250,000.00 Quality Control
1,000,000.00 Worker @ 800.00 x 4 =
Total Persons
13 Total Payroll
3.3. Management Proposals
If you want to build a strong brand companies should not just rely on ads. Companies should do something striking in the minds of consumers, not just selling but have long-term implications. ( Marketing 3.0: From Mind to Heart to the Human Spirit; Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, John Wiley & Sons, 2010).
This sentence is a reference to our business which we will develop later. By applying the Six Sigma system we are confident that our company will have long-term implications. In the implementation of our business will be using the issue of cost, cycle time, and other business issues that should remain as part of our attention for improvement, we will focus on the use of production tools to achieve measurable results. In our company quality is just one purpose, and does not stand alone or be separated from our other business objectives. We will also This sentence is a reference to our business which we will develop later. By applying the Six Sigma system we are confident that our company will have long-term implications. In the implementation of our business will be using the issue of cost, cycle time, and other business issues that should remain as part of our attention for improvement, we will focus on the use of production tools to achieve measurable results. In our company quality is just one purpose, and does not stand alone or be separated from our other business objectives. We will also
Chapter 4
Marketing Feasibility
4.1. General Market Description
4.1.1. Target Market
By using the concept of marketing as the fulfillment of human needs which then turned into a desire, we are confident that our business community is very welcome. Because, basically meeting the needs of food is a basic requirement for the fulfillment of every human being. As for our marketing objectives are:
Hospital, Supermarket, Hotel , Restaurant & Canteen By explaining in detail all of our activities regarding products, product
design, promotional products, advertising products, communications to consumers through the delivery of products to consumers in order to quickly. We also hope to get to know and understand our products will be sold by its self.
4.1.2. Demograpic
Demographic over view of our efforts can be seen in the table below. Table 4.1. Demographic Profile
Demographic Criteria
Age
12 years and up
Gender
Female and Male
Income
Middle Income
Occupation
All type of job
Lifestyle Creative, relaxed, innovative, fun, active.
4.1.3.Psychological & Socio Cultural
Our market segmentation of Psychological and Socio cultural aspect can Our market segmentation of Psychological and Socio cultural aspect can
Table 4.2. Psychological and Socio cultural
Categories Criteria
Personality
Open minded
Culture
All type
Religion
All Religions
Native Bali, Java, Lombok, and Foreign Social Class
Middle Class and above Family Type
Small, Middle, and Big Family
4.1.4. Learning Involvement
We are entrepreneurs vegetables are all organic agricultural products. Organic farming systems are systems that rely on agriculture natural ingredients without the use of synthetic chemicals. Some Indonesian plants that have the potential to be developed with these techniques are rice, horticulture, vegetables, fruits.
Processing of organic agriculture is based on the principle of health, (e g: Red Cabbage, Broccoli, oranges etc) Plantation crops (coffee, tea, coconut, etc.) as well as spices ecology, fairness, and protection. The mean by the principle of health, in organic farming is farming activities should pay attention to the preservation and improvement of the health of soil, plants, animals, earth, and humanity as a whole because all such components are interconnected and not separate. Organic agriculture also has to pay attention to fairness, both among humans and other living creatures in the environment. To achieve good organic farming is necessary to do a careful processing and is responsible for protecting the health and well-being both in the present and the future.
Vegetables are healthy and nutritious food. In vegetables contain many vitamins and minerals as well as Iron, and much, much more content in vegetables is beneficial for human health. Vegetables can be consumed in two ways: through the process of cooking and not. Consumed more vegetables after cooking process, although there are some vegetables that are not through the cooking process such Vegetables are healthy and nutritious food. In vegetables contain many vitamins and minerals as well as Iron, and much, much more content in vegetables is beneficial for human health. Vegetables can be consumed in two ways: through the process of cooking and not. Consumed more vegetables after cooking process, although there are some vegetables that are not through the cooking process such
4.1.5 Geographic
Bali is one of the provinces in Indonesia that known as Gods Island (Paradise Island). Bali lies between Java and Lombok Island. Capital of the province is Denpasar, located in the southern part of the island. Bali Island is part of the Lesser Sunda Island along the 153 km and 112 km wide, about 3, 2 km from the island of Java. Bali Province consists of a number of islands including Bali Island itself as the biggest island , Nusa Lembongan Island, Serangan Island ( located at the southern part of Bali Island ), and Menjangan Island ( located at the west side of Bali Island ).
0 Astronomically, Bali Province is located between 80 0 03 ꞌ 40 ꞌꞌ - 80 50ꞌ 48ꞌꞌ
south latitude and 114 25ꞌ 53ꞌꞌ - 115 42 40 east longitude tropical climate which makes it like other regions in Indonesia. The boundaries of the following areas of Bali Province are :
ꞌꞌ
North side : Bali Sea South side : Indian Ocean West side : Bali Straits East side : Lombok Straits
The total area of Bali province is 5, 636.66 square km 2 or 0,29 % of the total area Indonesia archipelago. The governance of Bali Province is divided into
regencies and one city, namely Jembrana, Tabanan, Badung, Gianyar, Klungkung, Bangli, Karangasem, Buleleng regencies and Denpasar City.
Based on the relief and topography, in the middle of the Island of Bali Lies the mountains that extend from west to east and between these mountains there are cluster of volcanoes, namely Mount Agung is the highest point in Bali as high as 3,142 meters. The volcano last erupted in march 1963. Mount Batur erupted and produced a tremendous disaster on earth. While the mountains are not volcanoes include Mount Merbuk (1,356 meters) in Jembrana, Mount Patas
( 1,414 meters ) in Buleleng, and Mount Seraya ( 1, 058 meters ) in Karangasem, as well as some other Mountains.The existence of these mountains course the area of Bali is geographically divided into two unequal parts, namely North Bali with narrow lowland and less slope, and lowland south Bali with a wide and sloping. Bali Slope consists of flat land ( 0 - 2% ) of 122,652 ha of land, undulating ( 2 – 15% ) of 118,339 ha of land, steep ( 15 – 40% ) of 122,652 ha, and land is very steep ( > 40% ) covering 132,189 ha, Bali Province also has four lakes, namely Lake Baratan, Lake Buyan, Lake Tamblingan, and Lake Batur. Generally, Bali has a tropical marine climate that is influenced by the wind movement. There are two seasons; dry and rainy seasons, which are separated by a transition period. The dry seasons is between June to September and is influenced by the Australia Continental wind movement which contains not to many moisture. Meanwhile, the rainy season is between December to March and is influenced by the Asia Continental and Pacific Ocean wind movement which contains a lot of measure. This causes rain fall in the area of Indonesia. In rural areas, most of the Balinese people as a print production of small farmers with traditional agricultural patterns, Production of the Balinese style is highly by climate change (natural cycles and rainfall). Therefore, the transitional seasons is one indicator that can be used to detect the dry season or early rainy season, so the planning and planting period, mainly agricultural commodities can be prepared according to the actual climate conditional. During the year 2012 the temperature/air temperature is highest in the
region occurred in Bali, Buleleng regency reached 27.5 0
C with 75% humidity. Conversely, the lowest temperature occurred in Tabanan regency which reached
19.7 0 C with high humidity levels93%.Source ; www.bpsbalidalamangka.
4.2. Demand
4.2.4. Population
Population of Bali shown in the Table 4.3.
Table 4.3 . Bali’s Cities/ Municipalities population by District
Foreign Citizen
Indonesia Citizen
Chinese
Other
Regency/City
Female Total
135 532 860 Total Population
Source: BPS-statistics of Bali Province (Result of Population Registration)
Table 4.4. Population of Bali
Year Population of Bali
Source;denpasarkota.go.id(2014)
Base on the population of the island at this time we can only meet about 644,475 of the total existing population or 20%of the total population of Bali (BPS,2014).
4.2.5. Demand
The situation is quite a high demand for our market. As we know that vegetables are a basic requirement and as a main meal of Indonesia society. Therefore, we will present the products with high quality health care to our customers.
Based on the population related to get market, demand of our product is 644,475. Demand of the product based on population of Bali shown in Table.4.5.
Table 4.5. Demand of the Product
Actual Demand Year
Population of Bali
(20% X Population)
4.2.6. Project Demand
Using Arithmetic Methods, we can forecast increasing demand of product for the next 5 years. Increasing percentage shown in the table 4.6.
Table 4.6. Increasing Percentage
Percentage 2010
Year actual demand
year to year
Our average increase/(decrease) will then be:
Increase/(decrease)average = (25.89 ÷ 5) X 100
= (5.178) x 100
Than our project demand values for the next 5 years later will be, shown in the table 4.7.
Table 4.7. Projected Demand
Year Projected Demand
We will choose the highest projected demand for next analysis. Demand in 2019 = 887,923
4.3. Demand Supply Analysis and Market Potential
Our business has competitor. According to BPS Bali, our competitor can supply 345,600 products each year. Demand and supply gap is our market potential.
Table 4.8. Market Potential
Market Potential
Yearly 887,923 - 345,600 = 542,323 Monthly
542,323 / 12 Month = 45,194 Daily
45,194 /30 Days = 1,507
Our Market Potential for Organic Vegetable product shown on Table 4.8. Projected Demand 542,323 unit per year, or 45,194 unit per month, or 1,507unit per day.
4.4. Market Share
Based on our capital, we are confident that our market share is 6.68% from market potential.
Table 4.9. Market Share
Market Share
Yearly 542,323 x 6.68% = 36,227 Monthly
36,227 x 6.68% = 2,419 Daily
2,419 x 6.68% = 161
4.5. Projected Sales
Our projected sales are 161 kg daily for all list products. For details projected sales described in Table 4.10.
Table 4.10. Projected Sales
Monthly Yearly No Items
Price/kg
(IDR) (IDR)
1 BY
18 35 630
18,900 226,800
2 SW
28 36 1,008
30,240 362,880
3 KK
18 18 324
9,720 116,640
4 TM
10 35 350
10,500 126,000
5 SI
13 30 390
11,700 140,400
6 DS
18 32 576
17,280 207,360
7 PR
13 18 234
7,020 84,240
8 BK
18 18 324
9,720 116,640
9 BC 12 25 300
9,000 108,000
10 BE
13 18 234
7,020 84,240
Total
161
265
4,370
131,100 1,573,200
4.6. SWOT Analysis
4.6.1. SWOT Matrix
SWOT Matrix shown in Figure 4.1.
STRENGTH:
WEAKNESSES:
1. Organic vegetables have a 1. Organic vegetables look less sweeter taste compared to non-
2. Organic vegetables have a higher 2. Prices are quite expensive
attractive, such as smaller size and organic vegetables.
the leaves with holes.
sale value (more expensive) 3. Results products organic compared to non-organic.
vegetables is lower than in 3. Can be a source of food that is
conventional vegetables.
safe and nutritious as it contains no toxins to be able to improve public health.
4. Organic vegetables containing Vitamin C, Potassium, Beta
Carotene and higher.
OPPORTUNITIES:
THREAT:
1. Has a very good prospect 1. Low organic vegetable because it can support capital
production makes little supply from foreign investors.
shortage.
2. Eventually the whole world will 2. Constraint is the least fertile drive the economy into the
land area.
concept of the Green Economy as 3. Products of high quality and has a concept that will support
a market segment, the top layer of sustainable development. (
society.
Concept Economy , Davit 4. Prices are set much higher than Darmawan, 2009) in conventional agricultural
products.
5. Companies cannot charge a higher price compared to
competitors.
Figure 4.1. SWOT Matrix
4.6.2. Questionnaire Design QUESTIONNAIRE
Name : _____________________ Signature:_____________________ Age
Answer the entire question by thickening the chosen box. Point 4: Very Agree (VA)
Point 2: Acceptable (AC) Point 3: Agree (AG)
Point 1: Disagree (DA)
Questions
Strength :
1. It has a sweeter taste. 2.Has a higher nutritional value compared to conventional vegetables. 3.It can be a food source that is safe for health.
4.Have a high selling price.
Weakness :
1. Physical appearance is less attractive organic vegetables (small holes)
2. more expensive price
3. Results of organic vegetable production is lower than conventional vegetables.
4. Not all people know the advantages of organic vegetables.
Opportunities :
1. It has very good prospects because little organic vegetable business
2. Having a sizeable market opportunity especial in Bali and the surrounding area.
3. likely to get capital support of foreign investors.
Threats :
1. Having segment middle to upper market economy.
2. in the set price is much higher than conventional vegetable products
3. The company cannot set the selling price is higher than the price that has been set by a competitor.
4.6.3. Questionnaire Matrix
Questionnaire matrix describes in Table 4.11.
Table 4.11. Questionnaire Matrix
Respondent
Question No
Average
Rating Answer
Data collection techniques used in this study is:
4. Study of library
5. Using purposive sampling technique.
4.6.4. Result of SWOT Data Processing
Table 4.12. Result of Data Processing
No Factor Internal Factor Evaluation (IFE)
Integrity Rating Score STRENGHT
1 The products are highly prospective for
3 3 9 business development
2 The packaging process is very easy and simple
2 3 6 products
3 Has a fairly extensive marketing network in Bali
4 The company will offering the special prices
3 3 9 and discount on the purchase of certain product.
10 30 WEAKNESS
The results of organic production that is not
2 1 2 able to meet market demand.
2 The risk of rapid deterioration due to the effects
2 3 6 of weather.
3 Employee system unstable.
4 BGFM product yet known.
10 23 External Factor Evaluation (EFE) OPPORTUNITIES
1 Has a very high market opportunity because
3 3 9 there are many entrepreneurs in this field.
2 Likely to have the support of foreign investors
2 2 4 through the concept of green economy.
3 Utilizing capital loans from private financial
2 2 4 institutions and governments
4 Potential to grow the business beyond the
3 3 9 territory of Bali even out of the country.
10 26 THREAT
1 Competitors better known consumer products.
2 Many vegetable products sold in traditional
3 2 6 markets.
3 Results of organic vegetable products is lower
1 1 1 than conventional vegetables
4 The company cannot set a higher selling price
1 1 1 than competitors
4.6.5. SWOT Position
SWOT Position shown in Figure 4.3.
(3, 5) = (4, 5) Coordinate (3,5 ; 4,5)
y (Opportunity)
IV 4.5 ● I
x (Weakness)
3.5 x (Strength)
II
III
y (Threat)
Figure 4.2. SWOT Analysis Quadrant SWOT Position is in Quadrant I it means strategy of our company available to use for marketing is Aggressive Strategy.
4.6.6. Internal External Factor Evaluation
Table 4.13. Internal and External Factor Evaluation
1. The products are highly
1. The results of organic
prospective for business
production that is not able to meet
development.
market demand.
2. The packaging process is very
2. The risk of rapid deterioration
easy and simple products.
due to the effects of weather.
3. Has a fairly extensive marketing
3. Employee system unstable.
network in Bali.
4. BGFM product yet known.
4. The company would offering the special prices and discount on
the purchase of certain product.
EFE OPPORTUNITY-O
STRATEGY-SO
STRATEGY-WO
1. The results of organic opportunity because there are
1.Has a very high market
1. The products are highly
production that is not able to meet many entrepreneurs in this field.
prospective for business
market demand. 2. Likely to have the support of
development.
2. The risk of rapid deterioration foreign investors through the
2. The packaging process is very
due to the effects of weather. concept of green economy.
easy and simple products.
3. Employee system unstable. 3. Utilizing capital loans from
3. Has a fairly extensive marketing
network in Bali.
private financial institutions and 4. BGFM products yet known. governments.
4. The company would offering the special prices and discount on
4. Potential to grow the business
the purchase of certain product.
beyond the territory of Bali even out of the country.
1. Improve training existing consumer products.
1. Competitors better known
1. Will only circulate or market a
product with attractive packaging
workforce.
and guaranteed fresh and hygienic.
2. Many vegetable products sold 2. Utilizing social media as an in traditional markets.
2 The company will always put
inexpensive means of promotion
in addition to the installation of 3. Results of organic vegetable
the quality of products to meet the
distribute brochures and products products is lower than
wishes and demands of the
labels. conventional vegetables.
customers as a whole.
3. To maintain the quality of 4. The company cannot set a
3. The company will provide
goods, BGFM will use a freight higher selling price than
discounts to any customer who
car that is equipped with a competitors.
will buy in bulk.
refrigerator a certain temperature.
4. Provide assurance products to maintain price stability in the
4. BGFM will emphasize on
market.
punctually, good start to the process of packing the product until delivery to all customers.
4.7. Proposed Marketing Strategy
4.7.1. General Strategy
One of the keys to tapping consumer marketplace is coming up with a product or service that addresses a specific consumer need. Finding and fulfilling costumer needs and then delivering suitable product or service are part of the marketing process. (Miranda Brookins, Demand Media 2014)
Source: Steps In The Marketing Process http://www-rohan.sdsu.edu Figure 4.3. Planning Phase Strategy
We would like to apply this guide in our project. So that by applying this system we can create plans in 3 Phase for over 300 common marketing activities, receive step-by-step guidance for each subject covered in this guide, organize, and manage our marketing activities. The guide groups common activities into 4 Phases, to clarify how the activities fit together in the revenue-generation process:
Analyze:
We can identify the needs of its potential customers, and we have to take a looks at our resources and capabilities, which may include finding, time, human resource. Beyond that we have to take into account the type of competition in the market, and how technological, political, social, and economical happenings, may impact what customers want and our ability to environment we are working in.
Plan:
We plan how to pull our resources together to fulfill the need. This involves conducting market and marketing research, and creating examples of the products for testing. We can also use the planning stage to make decisions about how to price, promote, and distribute our product or service.
Implementation:
Using the distribution plan we create based on the target market we are trying to reach. Use the promotional plan we developed to help inform, persuade, and remind customers to our product or services exists.
Control:
The control portion of the marketing process involves coming up with ways to measure the tactics we decide to promote the product we are selling. This is including looking at profits, revenue, customers, satisfaction, the number of the views our website receives or the number of clicks an Email promotion we send to announce our product receives. If metrics indicate that a tactic we are using to promote the product is not working favorably, we can make changes, when access necessary, similarly, if feedback from customers shows that the product is not fulfilling a need. We have to revisit the planning phase.
4.7.1.1. Competitive Positioning
We will differentiate our offering and create value for our market, and carving out a spot in the competitive landscape, putting our stake in the ground and winning mindshare in the marketplace- being known for certain “ requirement ”. Our Competitor shown below:
1. Rumah Fair Trade (RFT)
2. Bali Organic Association (BOA)
3. Bali Rungu Organic Farm (BROF)
4. Wet Market (WM)
SWOT Analysis of Main Competitor (RFT, BOA, BROF and WM)
Strength Weakness
1. Popularly
1. Expensive
2. Brand Awareness
2. Location
3. Large Offer
3. Expedition
4. Good Packing
4. Service
5. Good Quality
5. Only seal at retail prices
6. Many of cooperation network
Figure 4.4. SWOT Analysis of Main Competitors Table 4.14. Competitor Analysis
Attribute
Rating ( Scale=1-5; 1- Poor, 5- Excellent) Must total BGFM RFT BOA BROF WM
Weight
Customer Awareness
5,0 3,0 3,0 Product Quality
5,0 3,0 3,0 Product Availability
5,0 4,0 3,0 Technical Assistance
4,0 3,0 1,0 Selling Staff
23 18,5 12,0 Score Average
Competitive Advantage
Service
Quality Product
Promotion
Affordable Price
Large selection of product
Figure 4.5. Competitive Advantage
4.7.1.2. Brand Positioning
Our brand positioning are relevant to include relevant, differentiation, and credibility or attainability. Such as the customer could find our brand more appealing. Differentiation is means our brand would be an unique one. Credible and attainability is our final measure.
We will make our market recognizes our brand and know exactly what is our product. We will deliver a consistent experience that the market has come to expert, both visually and operationally at every quality, design, price service, warrant, and credibility.
Table 4.15. Brand Positioning
Service Warrant Credibility
Warrant Credibility Bedugul Green FreshMart Rumah Fair Trade
Bali Organic Assosiation Bali Rungu Organic Farm
Wet Market
Figure 4.6. Brand Positioning Chart
Based on Brand Positioning Chart above, our brand position at the right level, our quality, design, and credibility almost equal to Bali Organic Association. Our Warrant is the superior than others, our Price is acceptable and our price and service is quilt good enough for.
4.7.2. Pricing Strategy
At the beginning of starting a business Bedugul Green Fresh Mart will use the strategy as a multi-unit pricing strategy since the beginning of Bedugul Green Fresh Mart cannot sell higher or equal to the selling price of competitors. We are confident with this strategy will be able to increase sales of our products so as to increase profits.
We believe the price is not the main thing in our develops the business, and we understand that consumer is very smart in choosing a quality product or not. Therefore we also will put the best service and fast delivery to all customers. Order to respond to the speed and how to package products is also an important factor in order for us to attract customers, so that at the right time we will be able to implement the strategy Competitive Pricing or equalize the price of a product based on the selling price of a competitor.
4.7.2.1. Distribution Channels
“Distribution Channels are institutions distributor or dealer institutions that have activities to distribute or deliver goods or services from producer to
consumer.”Warren J. Keegan (2003) Global Marketing Management, 7 th edition. Distribution channel is a group of companies or individuals who have the
right of ownership over the product or service when it is transferred from producers to consumers. Principle of Marketing (Philip Kotler 1991: 279)
We will utilize the product distribution activities as a means of gathering critical information about customers and competitors, to promote the products that we offer. It is also a means to negotiate, marketing products and also pay the bills.
There are some kinds of distribution channels in our company. Bedugul Green Fresh Mart distribution channel has divided into four major groups, namely: Supermarket, Hospital, Restaurant and Hotel. List of our distribution channels can be seen in the list below.
Bedugul Green FreshMart
Retail
Consumers
Figure 4.7. Distribution Flow
Supermarket
•Carrefour Bali •Makro Bali
•Surya Husada Hospital
Hospital
•Balimed hospital
•gateway of India Authentic Indian Food
Restaurant
•Harmony Vegetarian •The Oberoi
•The Royal Beach Seminyak
Hotel
•Devine Earth Bali
Figure 4.8. Distribution Channels
4.7.2.2. Customer Relationship Management (CRM)
Important factor supporting the success of our company as one of them is CMR. Because we realize the dissatisfaction of a customer will tell 7-10 people friends, otherwise satisfied customers would recommend the company concerned to 3-4 of their friends. Therefore, we will prioritize the service as an important factor that we should consider. As the implementation of CMR strategy then we will choose those professionals who have sufficient quality that we expect will Important factor supporting the success of our company as one of them is CMR. Because we realize the dissatisfaction of a customer will tell 7-10 people friends, otherwise satisfied customers would recommend the company concerned to 3-4 of their friends. Therefore, we will prioritize the service as an important factor that we should consider. As the implementation of CMR strategy then we will choose those professionals who have sufficient quality that we expect will
4.7.3. Promotion Strategy
Our company will use a mix of promotion strategy or marketing mix communication. With this strategy we believe will be able to promote our product the cost is not too high and can increase sales of the company's products.
The strategy that we will run is as follows Personal Selling
Individual communications, or face to face in an effort to sell and create relationships.
Advertising Advertising is a quick way to introduce our new products to the
public, in this case a lot of media that we can take advantage of them Radio, TV, magazine and newspaper. But this medium requires a fairly high cost and less effective, so we will take advantage of existing social media networks in starting promote our business.
The social media are as follows: Website: With this medium we will be able to provide much
information about our products to consumers. Instead consumers will be able to learn and know the advantages and superiority of our products. We hope the website can minimize the cost of advertising. Visit our Website: http://bgfmbaliid.wix.com/1234
Figure 4.9. Promotion Strategy Facebook Page: Social media is very popular by people in the Americas, Asia and Europe is very suitable for promotion and we made a means of our sales process. In addition to free social media is also very easy and popular all societies. Visit our Face book Page at: www.facebook.com/BedugulGreenFreshMart
Figure 4.10. Promotion Strategy Twitter: Twitter is Social Networking service and micro blogging
online that allows us to send and read text-based massage of up to 140 characters, known as chirp (tweet). Twitter has become one of the top ten most visited site on the internet, and dubbed the short messages from the internet. While registered we can posting chirp online that allows us to send and read text-based massage of up to 140 characters, known as chirp (tweet). Twitter has become one of the top ten most visited site on the internet, and dubbed the short messages from the internet. While registered we can posting chirp
We ensure that promoting by twitter could help our company to promoted our new product.
Follow us on http://twitter.com/BGFM1
Figure 4.11. Promotion Strategy
Instagram: One more thing that is also very popular with the people of Indonesia now is Instagram. We will utilize this medium as a means of free promotion of our products to the public by introducing new terms of our products, such as its terms we use other social networking. Visit us at: www.instagram/bedugulgreenfreshmart
E-Mail: Internet Mail is appropriate we use as a tool to introduce our products we can also use as a means of communication and negotiation
with our customers in particular and can be more formal. E-mail also does not require high costs. Contact us at: bgfm_bali_id@asia.com
Public Relation Public relation is a form of direct promotion but we were not very
effective. PR we will make as a bridge for our enterprise customers, employees, society and even the government. We believe PR will be able to increase the prestige of the company and our company's image in the public eye. The first thing we can do is remove the media or the bulletin and put an article in the print media that contains the benefits of our effective. PR we will make as a bridge for our enterprise customers, employees, society and even the government. We believe PR will be able to increase the prestige of the company and our company's image in the public eye. The first thing we can do is remove the media or the bulletin and put an article in the print media that contains the benefits of our
Sales Promotion Sales promotion is a sales promotion incentive will be given in the near term to increase demand or sales of products. As for the sales promotion that we could give to our customers is voucher, Discounts, and free samples.
We hope to have strategy above will be able to obtain what we expect is to provide product information, to make a product that is different from the others, increase sales, sales stability as well as increase the value of our products in the future.
4.7.4. Place Selection Strategy
Bedugul Green Fresh Mart will be open at Jalan By Pass Ngurah Ray, Suwung Batan Kendal No. 18X, Denpasar, Bali, Indonesia. We as suppliers of basic foodstuffs have some consideration so we chose Denpasar as our place of business. As for our consideration is the level of population density and income level of residents in the vicinity are high enough to affect the purchasing power of our products. In addition, our company places very easily accessible by consumers, otherwise very easy for us to make the delivery of goods to customers with a very short time and quickly. Another thing to be considered is the safety of our environment and the cleanliness of our business locations around the environment in which our business.
Chapter 5
Production Feasibility
5.1. Product
We choose organic products as products that will be marketed by considering several factors the state of the world. A public figure once said in print that a cure for cancer in misery, he must consume organic food. Likewise with some healing disease with diet therapy, always prioritize organic food on the menu. Consuming organic foods proven to make people more healthy and fits, as free from chemicals and synthetic.