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.