Nasi Bakar Monroe : A Business Plan.
ABSTRACT
Sekarang ini, perkembangan dunia kuliner di Bandung semakin luas dan beragam. Banyak turis berkunjung ke Bandung, terutama dari kawasan Asia Tenggara, dengan tujuan berburu makanan baru dan khas. Salah satu tempat tujuan yang sering dikunjungi turis yang datang ke Bandung adalah Rumah Mode. Rumah Mode adalah factory outlet sekaligus pusat jajanan yang menjual berbagai jenis makanan. Salah satu jenis makanan yang tersedia di Rumah Mode adalah makanan Sunda. Dari beragam jenis makanan Sunda, salah satunya yang baru mulai dikenal dan diminati yaitu nasi bakar. Nasi Bakar Monroe adalah kios makanan yang berlokasi di Rumah Mode, yang menjual nasi bakar dengan penyajian yang unik dan berbeda dari nasi bakar lainnya. Selain menggunakan nasi putih seperti nasi bakar pada umumnya, Nasi Bakar Monroe juga menggunakan nasi merah. Nasi Bakar Monroe disajikan dengan berbagai macam jenis seafood dan ayam sebagai isinya, sehingga pembeli dapat memilih jenis nasi bakar mana yang mereka sukai. Nasi Bakar Monroe dibuat dengan bahan – bahan yang segar dan alami. Biaya untuk pembuatannya tidak terlalu tinggi sehingga harga tiap porsi dari Nasi Bakar Monroe terjangkau dan bersaing. Nasi Bakar Monroe membutuhkan tiga orang pegawai, yaitu seorang juru masak, dan dua orang asisten juru masak/pelayan, masing – masing dengan tugas dan kewajiban yang berbeda – beda. Modal yang diperlukan untuk memulai bisnis ini terbilang kecil tetapi dapat
menghasilkan keuntungan yang besar, dengan masa pengembalian modal yang cepat, yaitu empat bulan. Selain itu, belum ada kreasi nasi bakar seperti ini, sehingga dapat menimbulkan daya tarik tersendiri bagi konsumen.
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Maranatha Christian University
EXECUTIVE SUMMARY
Nasi Bakar Monroe is the only nasi bakar seller located at Rumah Mode Factory Outlet on Setiabudhi Street. Nasi Bakar Moroe offers nasi bakar with brown rice or white rice. For the filling, Nasi Bakar Monroe uses fish, chicken and seafood. The rice is wrapped in banana leaves. Nasi Bakar Monroe has twelve kinds of nasi bakar, so people can choose what they like. Nasi Bakar Monroe is healthy because it uses fresh ingredients.
Even though there are many places selling nasi bakar in Bandung, most of them offer the same menu, nasi bakar with chicken andanchovy. Nasi Bakar Monroe provides nasi bakar with different filling which is good for health.The marketing strategy of Nasi Bakar Monroe focuses on informing people that Nasi Bakar Monroe is healthy.
In Bandung, the growth of food industry has shown a big improvement over the last year.Since the building of Cipularang Toll, Bandung has become one of the most favorite cities to visit. My research shows that 47% tourists visit Bandung with a purpose to hunt for food and Nasi Bakar Monroe aims to satisfy those tourists. So, our target market is tourists from outside Bandung who are shopping at Rumah Mode and who like eating Indonesian food, especially Sundanese food.
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Nasi Bakar Monroe is a promising business. The predicted sales for the first year are IDR 370.656.000, with net profit of IDR 26.110.288. The payback period will be reached only within four months and thirteen days of operating.
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Maranatha Christian University
TABLE OF CONTENTS
TITLE PAGE...i
DECLARATION OF ORIGINALITY...ii
FRONT COVER OF THE BUSINESS PLAN...iii
APPROVAL PAGE...iv
TABLE OF CONTENTS...v
ABSTRACT...vi
EXECUTIVE SUMMARY...vii
CHAPTER I. THE BACKGROUND...1
CHAPTER II. MARKETING ASPECT...5
CHAPTER III. OPERATIONAL ASPECT...12
CHAPTER IV. HUMAN RESOURCES ASPECT...17
CHAPTER V. FINANCIAL ASPECT...22
BIBLIOGRAPHY
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CHAPTER I
THE
BACKGROUND
1.1 Background of the Study
Every weekend many tourists visit Bandung for shopping and hunting for food. Rumah Mode is one of the famous destinations because Rumah Mode supplies varieties of food and sells fashionable clothes and it has big parking area. Based on the interview with Rumah Mode’s Manager, Mr. Dhanu Rangga, there are 6,000 to 8,000 tourists who visit Rumah Mode for shopping and hunting for food every weekend and 18,000 tourists come to Rumah Mode during holiday; most of them come from Malaysia. The tourists generally want to taste new type of food or traditional Sundanese food. Considering the situation, nasi bakar, as one of traditional Sundanese foods, has a potential to meet what the tourists want.
Nasi bakar is one of Sundanese food with various kinds of filling. Commonly, nasi bakar has chicken and anchovy for the filling. For my business, I want to create a new concept of nasi bakar. I choose nasi bakar which uses brown rice with fish and seafood filling because I have never found this kind of nasi bakar in Bandung. For the variation, I also
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2 Maranatha Christian University
The brand of my nasi bakar is Monroe. It comes from the name of the famous legendary actress from America, Marilyn Monroe. Tourists, therefore, can easily remember the name. The unrelatedness between the brand and the product has become common in business. Heels, in his article “Just Say Moo - How to Name and Brand Your Product to Make It Stand Out From the Crowd”, says that, “An even better strategy is to choose a distinctive brand name that is unrelated to your product or service. "Apple" is a good name for a computer company because computers have nothing inherently to do with apples (par. 8)”.
Among tourists that visit Rumah Mode, Nasi Bakar Monroe targets 1 % of the visitors. The target market consists of local, domestic and foreign tourists.
1.2. UNIQUE SELLING PROPOSITION ( USP )
The Unique selling proposition of Nasi Bakar Monroe is its different ingredients, different cooking process and different kinds of rice. Nasi Bakar Monroe’s unique values are the freshness of the ingredients and the use of brown rice which has many benefits for health. According to
Soehardi, “Brown rice solves malnutrition of vitamin A and B. It also prevents cardiovascular diseases, cancer, diabetes, and blood hyper tense” (par. 2). For people who do not like brown rice, Nasi Bakar Monroe also provides white rice.
Nasi Bakar Monroe uses fish such as tuna, pompano and carp as the filling. These kinds of fish are famous in culinary because of their
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delicious taste. According to Torpy, “Fish is good for health because it lowers blood pressure and increases good cholesterol” (par. 1). Thus, Nasi Bakar Monroe is healthy and delicious.
1.3 SWOT Analysis
The strengths of my business are unique menu, strategic location and different cooking process. Nasi Bakar Monroe offers various kinds of filling and offers brown and white rice.
Located at Rumah Mode, Nasi Bakar Monroe is on a strategic location. It is closed to Borobudur Mall (Borma), Cihampelas Walk
(Ciwalk), Paris van Java (PVJ) and other factory outlets along Setiabudhi street. This location is always full of people visiting factory outlets every day.
Nasi Bakar Monroe has not only different kinds of filling but also different cooking process. In the preparation process, nasi bakar is grilled twice. The spicy fish is fried half-done then grilled for the first time. After that, it is wrapped in rice. Next, it is wrapped again in banana leaves. After that, the half-done nasi bakar is grilled again. By grilling it two times, the smell of the fish and seafood as the main ingredients can be reduced.
Nasi Bakar Monroe is fresher than other nasi bakar because it is wrapped only when a customer orders. Thus the rice is still fresh from the rice cooker, filled with grilled fish, wrapped, and then grilled. Other nasi bakar sellers have already wrapped the rice in the morning or even one
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4 Maranatha Christian University
day before so the food is no longer fresh. It will take about 5 to 8 minutes to serve a fresh portion of nasi bakar. It is a normal time to serve food.
The weaknesses of my business are Nasi Bakar Monroe does not supply drinks. Rumah Mode does not allow vendors to supply drinks. Moreover, Nasi Bakar Monroe only serves nasi bakar, so people do not have other options to choose from the menu.
The opportunity of Nasi Bakar Monroe is providing healthy food. Consuming healthy foods is a trend now. Nasi Bakar Monroe is the only nasi bakar which uses brown rice with fish and seafood for the filling. Thus, the menu is healthy.
The threats of my business are the main competitors of Nasi Bakar Monroe. They are Bumbu Desa and Java Bean Coffee which are at the same location. They are already famous to tourists from Jakarta and other cities. They know Bumbu Desa sells Sundanese food. As for Java Bean Coffee, it sells varieties of food and drink so people can eat in one place.
Although Nasi Bakar Monroe has many competitors at Rumah Mode, Nasi Bakar Monroe has a potential to be famous. Nasi Bakar Monroe offers different nasi bakar which is healthy and delicious.
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BIBLIOGRAPHY
Printed Sources
Amstrong, Kotler. Principles of Marketing. New Jersey: Pearson Education,
Inc, 2004.
Dessler, Gary. Human Resources Management, Eleventh Edition, Upper
Saddle River, New Jersey: Pearson Education 2008.
Snell, Scoot , and Bohlander George. Human Resources Management.
United States: Thomson Higher Education, 2007
Rue, Leslie W and Lloyd Byars. Management Skills and Application. New
York:Biernat, 2003
Electronic Sources
“ Cash Flow Statement.” wikipedia.org.wiki.2009.US. April 28, 2009
<http://en.wikipedia.org/wiki/Cash_flow_statement>
Copper, Stephen.“ Cash Outflow. “ Superior Investor.2003.
http://www.superiorinvestor.net/investor-definitions/stock-valuation/fundamental-analysis/cash-outflow.html
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Maranatha Christian University
Erik, Heels “Just Say Moo-How To Name And Brand Your Product To Make It
Stand Out From The Crowd” December 08,2003.
<http://www.erikjheels.com/?p=236>
Pietersz “What is Payback Period” , July 2005
<http://moneyterms.co.uk/payback-period/>
“Positioning (marketing).” wikipedia.org.wiki.2009.US. 29 May 2009 at 15:26
<http://en.wikipedia.org/wiki/Positioning(marketing)>
Soehardi, “Potency of brown rice in increasing food quality”, April 2006.
<http://www.cababstractsplus.org/abstracts/Abstract.aspx?AcNo=2007
3132220>
“ Salary: United States.” wikipedia.org.wiki.2009.US. May 18, 2009
<http://en.wikipedia.org/wiki/Salary>
Torpy, “Health Benefits of Eating Fish”, October 2006.
<http://www.medem.com/medlib/article/ZZZCCAW1NUE>
Why Is Marketing Important, January 2009
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1 Maranatha Christian University
CHAPTER I
THE
BACKGROUND
1.1 Background of the Study
Every weekend many tourists visit Bandung for shopping and hunting for food. Rumah Mode is one of the famous destinations because Rumah Mode supplies varieties of food and sells fashionable clothes and it has big parking area. Based on the interview with Rumah Mode’s Manager, Mr. Dhanu Rangga, there are 6,000 to 8,000 tourists who visit Rumah Mode for shopping and hunting for food every weekend and 18,000 tourists come to Rumah Mode during holiday; most of them come from Malaysia. The tourists generally want to taste new type of food or traditional Sundanese food. Considering the situation, nasi bakar, as one of traditional Sundanese foods, has a potential to meet what the tourists want.
Nasi bakar is one of Sundanese food with various kinds of filling.
Commonly, nasi bakar has chicken and anchovy for the filling. For my business, I want to create a new concept of nasi bakar. I choose nasi
bakar which uses brown rice with fish and seafood filling because I have
never found this kind of nasi bakar in Bandung. For the variation, I also have nasi bakar using brown rice with chicken as the filling.
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2 Maranatha Christian University The brand of my nasi bakar is Monroe. It comes from the name of the famous legendary actress from America, Marilyn Monroe. Tourists, therefore, can easily remember the name. The unrelatedness between the brand and the product has become common in business. Heels, in his article “Just Say Moo - How to Name and Brand Your Product to Make It Stand Out From the Crowd”, says that, “An even better strategy is to choose a distinctive brand name that is unrelated to your product or service. "Apple" is a good name for a computer company because computers have nothing inherently to do with apples (par. 8)”.
Among tourists that visit Rumah Mode, Nasi Bakar Monroe targets 1 % of the visitors. The target market consists of local, domestic and foreign tourists.
1.2. UNIQUE SELLING PROPOSITION ( USP )
The Unique selling proposition of Nasi Bakar Monroe is its different ingredients, different cooking process and different kinds of rice. Nasi Bakar Monroe’s unique values are the freshness of the ingredients and the use of brown rice which has many benefits for health. According to
Soehardi, “Brown rice solves malnutrition of vitamin A and B. It also prevents cardiovascular diseases, cancer, diabetes, and blood hyper tense” (par. 2). For people who do not like brown rice, Nasi Bakar Monroe also provides white rice.
Nasi Bakar Monroe uses fish such as tuna, pompano and carp as the filling. These kinds of fish are famous in culinary because of their
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3 Maranatha Christian University delicious taste. According to Torpy, “Fish is good for health because it lowers blood pressure and increases good cholesterol” (par. 1). Thus, Nasi Bakar Monroe is healthy and delicious.
1.3 SWOT Analysis
The strengths of my business are unique menu, strategic location and different cooking process. Nasi Bakar Monroe offers various kinds of filling and offers brown and white rice.
Located at Rumah Mode, Nasi Bakar Monroe is on a strategic location. It is closed to Borobudur Mall (Borma), Cihampelas Walk
(Ciwalk), Paris van Java (PVJ) and other factory outlets along Setiabudhi street. This location is always full of people visiting factory outlets every day.
Nasi Bakar Monroe has not only different kinds of filling but also different cooking process. In the preparation process, nasi bakar is grilled twice. The spicy fish is fried half-done then grilled for the first time. After that, it is wrapped in rice. Next, it is wrapped again in banana leaves. After that, the half-done nasi bakar is grilled again. By grilling it two times, the smell of the fish and seafood as the main ingredients can be reduced.
Nasi Bakar Monroe is fresher than other nasi bakar because it is wrapped only when a customer orders. Thus the rice is still fresh from the rice cooker, filled with grilled fish, wrapped, and then grilled. Other nasi
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4 Maranatha Christian University day before so the food is no longer fresh. It will take about 5 to 8 minutes to serve a fresh portion of nasi bakar. It is a normal time to serve food.
The weaknesses of my business are Nasi Bakar Monroe does not supply drinks. Rumah Mode does not allow vendors to supply drinks. Moreover, Nasi Bakar Monroe only serves nasi bakar, so people do not have other options to choose from the menu.
The opportunity of Nasi Bakar Monroe is providing healthy food. Consuming healthy foods is a trend now. Nasi Bakar Monroe is the only
nasi bakar which uses brown rice with fish and seafood for the filling.
Thus, the menu is healthy.
The threats of my business are the main competitors of Nasi Bakar Monroe. They are Bumbu Desa and Java Bean Coffee which are at the same location. They are already famous to tourists from Jakarta and other cities. They know Bumbu Desa sells Sundanese food. As for Java Bean Coffee, it sells varieties of food and drink so people can eat in one place.
Although Nasi Bakar Monroe has many competitors at Rumah Mode, Nasi Bakar Monroe has a potential to be famous. Nasi Bakar Monroe offers different nasi bakar which is healthy and delicious.
(5)
Maranatha Christian University
BIBLIOGRAPHY
Printed Sources
Amstrong, Kotler. Principles of Marketing. New Jersey: Pearson Education,
Inc, 2004.
Dessler, Gary. Human Resources Management, Eleventh Edition, Upper
Saddle River, New Jersey: Pearson Education 2008.
Snell, Scoot , and Bohlander George. Human Resources Management.
United States: Thomson Higher Education, 2007
Rue, Leslie W and Lloyd Byars. Management Skills and Application. New
York:Biernat, 2003
Electronic Sources
“ Cash Flow Statement.” wikipedia.org.wiki.2009.US. April 28, 2009
<http://en.wikipedia.org/wiki/Cash_flow_statement>
Copper, Stephen.“ Cash Outflow. “ Superior Investor.2003.
http://www.superiorinvestor.net/investor-definitions/stock-valuation/fundamental-analysis/cash-outflow.html
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Maranatha Christian University