Cupcake's House : A Business Plan.
ABSTRACT
Proyek akhir ini merupakan penelitian untuk mempersiapkan
rancangan bisnis Cupcake’s House di Bandung. Cupcake’s House adalah
stand cupcake pertama di Bandung yang khusus menjual cupcake.
Keunggulan-keunggulan dari bisnis ini adalah: belum adanya toko atau
stand yang khusus menjual cupcake, Cupcake’s House berlokasi di
tempat yang strategis yaitu di Paskal Hyper Square, Cupcake’s House
menggunakan bahan-bahan yang sehat dan segar dalam setiap
produksinya, dan yang terakhir, Cupcake’s House menawarkan harga
yang terjangkau dibandingkan dengan toko cupcake lainnya.
Di dalam mempromosikan bisnis ini, Cupcake’s House menggunakan
berbagai cara promosi, diantaranya adalah: menyebarkan beberapa flyer
di beberapa universitas, sekolah, dan kantor, memasang banner di depan
stand Cupcake’s House, dan membuat kartu keanggotaan untuk para
pelanggannya. Target pasar Cupcake’s House adalah orang-orang yang
mengunjungi Paskal Hyper Square, para pecinta cupcake, dan makanan
sehat.
Pemilihan tempat untuk bisnis ini adalah di Paskal Hyper Square, Jalan
Pasirkaliki, yang banyak dilalui kendaraan umum. Cupcake’s House akan
membuka sebuah stand di area food court ini. Pemilihan tempat ini juga
karena tempat ini banyak dikunjungi para wisatawan pada akhir pekan
atau pada saat hari libur.
Cupcake’s House buka dari pk. 11.00 siang sampai pk. 12.00 malam
setiap hari. Terdapat 1 orang manager yang bertugas mengawasi
pegawai lainnya, 2 orang kitchen staff yang bertugas membuat cupcake,
dan 2 orang pelayan yang bertugas melayani para pembeli.
Dalam perancangan bisnis ini dilaporkan bahwa, setiap bulannya
diperkirakan penjualan cupcake di Cupcake’s House akan naik sebesar
1%. Selain itu, diperkirakan Cupcake’s House akan balik modal dalam
kurun waktu kurang lebih 3 bulan. Hal-hal tersebut menunjukkan bahwa
bisnis ini merupakan bisnis yang positif.
Maranatha Christian University
EXECUTIVE SUMMARY
Cupcake’s House is the first stand in Bandung, which only sells
cupcake. It is a cupcake stand for cupcake’s lovers to enjoy the savor of
home-made cupcakes. They can discover the new and different taste of
cupcake with healthy ingredients. The cupcakes are prepared by welltrained kitchen staff.
It is located in the Paskal Hyper Square. It has outdoor and indoor food
court area, with entertaining place and provides many facilities. The
environment has a natural atmosphere with some trees and a pond. Also,
there are a lot of public transportations passing by the area. Therefore,
this place is comfortable and visited by many of culinary tourists.
Cupcake’s House uncovers the newest cupcake’s flavor. Cupcake’s
House offers different cupcake taste, which is carrot. The cupcakes are
made of 100% best quality ingredients. Cupcake’s House is a good place
for cupcakes lovers who like to eat healthy food with affordable price.
Based on the size of the market, Cupcake’s House needs 33,147,700
IDR as the capital. Cupcake’s House can get the profit as much as
10,568,400 IDR in its sales every month. It is expected that the selling of
the products will increase 1% every month. Even though there are some
bakeries selling similar products, we will maintain a positive cash flow in
Maranatha Christian University
every month. In the future, it is possible that this business can open
several branches in or even outside Bandung. I believe this business will
become a bigger and promising one.
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…………………………………………....7
CHAPTER 2. MARKETING ASPECT…………………………………….....15
CHAPTER 3. OPERATIONAL ASPECT…………………………………….20
CHAPTER 4. HUMAN RESOURCES ASPECT……………………………27
CHAPTER 5. FINANCIAL ASPECT…………………………………………37
BIBLIOGRAPHY
APPENDICES:
Appendix 1: Questionnaire A
Appendix 2: Questionnaire B
Appendix 3: Picture of the product
Appendix 4: The logo of Cupcake’s House
Maranatha Christian University
CHAPTER I
INTRODUCTION
1.1 Background of the Study
Bandung is known as the city with a million of culinary. In the article
entitled “Vizata Culinary”, it is said that, “Bandung is known as the city
with a million culinary charm, various delicious dishes are available all
over the city” (par.1). Bandung offers many kind of food starting from
traditional to international cuisine. Each consumer has their own favorite
food. Accordingly, culinary business in Bandung will never die. Day by day
this kind of business cultivates and runs smoothly even though there are
many competitors (Harianto 1). It means that there are many of devotee
culinary products. Many culinary businesses try to compete their products
with those of their competitors by developing or improving their products.
However, the essential thing to make the products better than the
competitor’s is making differences or even unprecedented products that
the consumers will be interested in.
Culinary business can also give a big profit in a short time, but the
important things are our products have to be unique and different from
1
Maranatha Christian University
others and also have a good taste (Willhelm par.4). Considering this
opportunity, I will open a culinary business, which is Cupcake’s House. I
choose cupcakes as my business plan because I like it and healthy food,
moreover, based on the result of the questionnaire B (Appendix 2) given to
thirty respondents, it is shown that all of them like cupcake’s product. On
top of that, the result of the questionnaire A (Appendix 1) given to 50
respondents states that in Bandung there is no stores which only sells
cupcakes; therefore, I want to make a breakthrough by opening a
cupcakes stand. In the article entitled “All about Cupcakes” it is stated that
“The cupcake evolved in the United States in the 19th century. A cupcake
is a small cake designed to serve one person, frequently baked in a small,
thin paper or aluminum cup. As with larger cakes, frosting and other cake
decorations, such as sprinkles, are common on cupcakes” (par.2).
The named of my business is Cupcake’s House (henceforth, CH). The
specialty of Cupcake’s House is carrot cupcakes. There are two reasons
of choosing carrots as the new flavor of cupcake. First of all, carrot is one
of the vegetables that is possible to be one of the cupcake’s ingredients.
Second, based on the questionnaire that I gave to 30 respondents, it is
shown that in terms of the new flavor of cupcakes, 17 respondents choose
carrot, 6 respondents choose corn, 5 respondents choose red bean, and 2
respondents choose spinach. It means that people prefer carrot than the
other vegetables. I feel challenged to make different taste of cupcakes
using carrot as the additional ingredient which have delicious taste. The
2
Maranatha Christian University
other specialty of the CH is that the consumers can garnish their own
cupcakes with icing (frozen sugar).
Nowadays, it would be easy for the competitors to imitate producing
carrot cupcakes. Therefore, in order to anticipate the existence of
competitors who imitate carrot cupcake, once every six months CH will do
innovation by making new flavors of cupcake such as apple cupcakes,
green tea cupcakes, and et cetera.
The location of CH will be in Paskal Hyper Square, because many
people go there to spend their time, besides, it has comfortable area and
various facilities. In the article “Hyper Square for Your Hyper Business”, it
is stated that Paskal Hyper Square is the right location for people to
develop their business, supported with the comfort and high security also
the various facilities available in it such as spacious parking facilities and
various other facilities (par.2). It means that Paskal Hyper Square is a
suitable place to run the business. The target market of my business is
people at Paskal Hyper Square; children, young people, and adults. The
vision of the company is to make CH the only cupcake store in Bandung,
which has various flavors and provides healthy ingredients of cupcakes.
The mission of the company is to serve, give better quality of cupcake to
the consumers and always do innovation by offering new flavors of
cupcake.
3
Maranatha Christian University
1.2 UNIQUE SELLING PREPOSITION
Rosser states that Unique Selling Preposition is “a marketing concept
that was first proposed as a theory to explain a pattern among successful
advertising campaigns of the early 1940s” (par.1). The uniqueness of CH
is the use of carrot as the ingredient to make the cupcakes. Carrot is one
of the healthy vegetables, which is not only healthy for eyes but also for
skin. Carrots contain Beta Carotene in the form of vitamin A. It can help
skin issues such as premature wrinkling and dry scaly skin (qtd. in “Why
are Carrots Good for Skin” par.2). Besides the carrot variant, there are
also other variant flavors of cupcakes, which are vanilla and chocolate.
The price for a cupcake is quite affordable for the consumers. There are
two types of cupcake, which are plain (without garnish) and garnished
one. For a plain cupcake the price is 9,000 IDR per piece; for a garnished
the price is 15,000 IDR per piece. If the consumers want to garnish their
own cupcakes, they have to pay for the icing (frozen sugar) and a tube of
icing wich cost about 2,000 IDR.
1.3 SWOT Analysis
SWOT is Strength, Weaknesses, Opportunities, and Threats.
According to Pearce and Robinson, SWOT is “an acronym for the internal
Strength and Weaknesses of a firm and the environmental Opportunities
and Threats facing that firms” (166). In the next paragraphs, I will explain
the strengths, the weaknesses, the opportunities, and the threats as a part
of strategic planning of the CH’s business.
4
Maranatha Christian University
1.3.1 Strengths
Pearce and Robinson state that strength means, “a resource
advantage relative to competitors and the needs of the markets a firms
serves or expects to serve” (167). There are several strengths of CH. First
of all, based on my research there is no cupcake house in Bandung which
only sells cupcakes; also in my CH, the consumers can garnish their own
cupcakes. Second, the CH is located in a strategic place, Paskal Hyper
Square. It provides a comfortable place to eat or hang out, and it is
supported by many stores like factory outlets, a karaoke place, a
playground for children and many more. Third, is about the ingredients of
the cupcakes; the cupcakes contain healthy ingredients like carrot and
honey. Forth, it offers affordable prices compared with the competitors.
The last but not the least, the waiters or waitresses will serve the
consumers in a friendly manner.
1.3.2 Weaknesses
Pearce and Robinson explain that “a weakness is a limitation or
deficiency in one or more resources or competencies relative to
competitors that impedes a firm’s effective performance” (167). The
weakness of this business is that my business does not have any
reputation yet and I have not had any experience; therefore, it is quite hard
to make consumers believe in our product. Second, CH only has three
variants of flavor in the first of six month, which are chocolate, vanilla, and
carrot; meanwhile the other bakery which also sells cupcakes (Cherish
5
Maranatha Christian University
and Kriste bakery) offer many variants of flavor. Third, the consumers may
not want to try carrot cupcake because it is different and new, they may
doubt about it; besides, not all consumers like carrot.
1.3.3 Opportunities
According to Pearce and Robinson, opportunities mean “a major
favorable situation in a firm’s environment” (166). The external condition
as the reasons to build CH at Paskal Hyper Square is because there is
just one competitor which is Cherish Bakery. In addition, this bakery sells
cupcakes which are more expensive than the ones at CH. Besides, CH
offers healthy ingredients and try to create new cupcake’s industry.
1.3.4 Threats
Pearce and Robinson state, “a threat is a major unfavorable situation in
a firm’s environment” (166). In Bandung, there are many big bakeries such
as J.CO, Prima Rasa, Kartika Sari, Bread Talk, and Kriste Bakery. All of
them are strong and dominant competitors, they are a big threat for my
business. Those companies have many branches in Bandung and even in
other cities outside Bandung. Moreover, they have already existed before
my business does. At Paskal Hyper Square, there is also a competitor,
which is Cherish bakery that sells cupcakes. However, I believe that CH
will become a bigger and promising one.
6
Maranatha Christian University
BIBLIOGRAPHY
Printed Source
Chase, Richard B., F. Robert Jacobs, Nicholas J. Aquino. Operations
Management For Competitive Advantage. 11th ed. Mc Graw-Hill
Companies, Inc., Anevue of America, New York. 2007.
Harianto, Tinton, et al. 20 Peluang Bisnis Makanan. Jakarta: Redaksi
Agromedia, 2008.
Hughes, J. Robert, and Jack R. Kapoor. Business. Boston: Houghton
Mifflin Company, 2005.
Garrison, Ray H. and Eric W. Noreen. Managerial Accounting. 10th ed.
New York: McGraw-Hill, 2003.
Gitman, Lawren J. PRINCIPLES OF MANAGERIAL FINANCE. 12th ed.
Pearson Education, Inc., Boston. 2009.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. New Jersey
Pearson education, Inc., Upper Saddle River, 2006.
Mowen, Hansen. Managerial Accounting. New York: Southwestern, 2007.
Pearce, John A., and Richard B. Robinson, Jr. Strategic Management:
Formulation, Implementation, and Control. 9th ed. Mc Graw-Hill/Irwin.,
New York. 2005.
Robbins, P. Stephen. Organizational Behavior. Upper Saddle River: New
Maranatha Christian University
Jersey, 2001.
Electronic Source
“All About Cupcakes.” Allaboutcupcakes.com. 2008. 23 April 2010
.
“Business Dictionary.” Businessdictionary.com.2009. 23 September 2009
.
“Carrot Juice and A Health.” Healthyjuiceguide.com. 2009. 23 September
2009 .
Cooper, Stephen. “SUPERIOR INVESTOR.” superiorinvestor.net. 2007.
16 November 2009 .
Hills, T. and R. Westbrook. “SWOT analysis.” Rapidbi.com. 23
September 2007. 28 September 2009
< http://rapidbi.com/created/SWOTanalysis.html>.
Restrepo, A. Jorge. “Segmentation-Targeting-Positioning.” Eureka
Facts.com. 2005. President & Principal Researcher EurekeFacts LLC.
28 September 2009
.
Rosser, Reeves. “Unique Selling Preposition.” toolkit.com. 9
September 2008. 28 September 2009
.
“Service Process Flowchart.” Fast.faa.gov.com. 2008. Federal Aviation
Administration. 28 September 2009
.
Maranatha Christian University
“The Marketing Mix, The 4 P’s of Marketing.” netmba.com. 2002. Internet
Center for Management and Business Administration,Inc. 18 November
2009 .
“Vizata Culinary.” Vizata.net. 2008. 6 May 2010
.
Wirawan, Albert. ”Hyper Square for Your Hyper Business.” 23 May 2008.
paskalhypersquare.com. 14 September 2009
.
“Why Are Carrots Good For Skin.” examiner.com. 2009. Clarity Digital
Group. 14 September 2009 .
Maranatha Christian University
Proyek akhir ini merupakan penelitian untuk mempersiapkan
rancangan bisnis Cupcake’s House di Bandung. Cupcake’s House adalah
stand cupcake pertama di Bandung yang khusus menjual cupcake.
Keunggulan-keunggulan dari bisnis ini adalah: belum adanya toko atau
stand yang khusus menjual cupcake, Cupcake’s House berlokasi di
tempat yang strategis yaitu di Paskal Hyper Square, Cupcake’s House
menggunakan bahan-bahan yang sehat dan segar dalam setiap
produksinya, dan yang terakhir, Cupcake’s House menawarkan harga
yang terjangkau dibandingkan dengan toko cupcake lainnya.
Di dalam mempromosikan bisnis ini, Cupcake’s House menggunakan
berbagai cara promosi, diantaranya adalah: menyebarkan beberapa flyer
di beberapa universitas, sekolah, dan kantor, memasang banner di depan
stand Cupcake’s House, dan membuat kartu keanggotaan untuk para
pelanggannya. Target pasar Cupcake’s House adalah orang-orang yang
mengunjungi Paskal Hyper Square, para pecinta cupcake, dan makanan
sehat.
Pemilihan tempat untuk bisnis ini adalah di Paskal Hyper Square, Jalan
Pasirkaliki, yang banyak dilalui kendaraan umum. Cupcake’s House akan
membuka sebuah stand di area food court ini. Pemilihan tempat ini juga
karena tempat ini banyak dikunjungi para wisatawan pada akhir pekan
atau pada saat hari libur.
Cupcake’s House buka dari pk. 11.00 siang sampai pk. 12.00 malam
setiap hari. Terdapat 1 orang manager yang bertugas mengawasi
pegawai lainnya, 2 orang kitchen staff yang bertugas membuat cupcake,
dan 2 orang pelayan yang bertugas melayani para pembeli.
Dalam perancangan bisnis ini dilaporkan bahwa, setiap bulannya
diperkirakan penjualan cupcake di Cupcake’s House akan naik sebesar
1%. Selain itu, diperkirakan Cupcake’s House akan balik modal dalam
kurun waktu kurang lebih 3 bulan. Hal-hal tersebut menunjukkan bahwa
bisnis ini merupakan bisnis yang positif.
Maranatha Christian University
EXECUTIVE SUMMARY
Cupcake’s House is the first stand in Bandung, which only sells
cupcake. It is a cupcake stand for cupcake’s lovers to enjoy the savor of
home-made cupcakes. They can discover the new and different taste of
cupcake with healthy ingredients. The cupcakes are prepared by welltrained kitchen staff.
It is located in the Paskal Hyper Square. It has outdoor and indoor food
court area, with entertaining place and provides many facilities. The
environment has a natural atmosphere with some trees and a pond. Also,
there are a lot of public transportations passing by the area. Therefore,
this place is comfortable and visited by many of culinary tourists.
Cupcake’s House uncovers the newest cupcake’s flavor. Cupcake’s
House offers different cupcake taste, which is carrot. The cupcakes are
made of 100% best quality ingredients. Cupcake’s House is a good place
for cupcakes lovers who like to eat healthy food with affordable price.
Based on the size of the market, Cupcake’s House needs 33,147,700
IDR as the capital. Cupcake’s House can get the profit as much as
10,568,400 IDR in its sales every month. It is expected that the selling of
the products will increase 1% every month. Even though there are some
bakeries selling similar products, we will maintain a positive cash flow in
Maranatha Christian University
every month. In the future, it is possible that this business can open
several branches in or even outside Bandung. I believe this business will
become a bigger and promising one.
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…………………………………………....7
CHAPTER 2. MARKETING ASPECT…………………………………….....15
CHAPTER 3. OPERATIONAL ASPECT…………………………………….20
CHAPTER 4. HUMAN RESOURCES ASPECT……………………………27
CHAPTER 5. FINANCIAL ASPECT…………………………………………37
BIBLIOGRAPHY
APPENDICES:
Appendix 1: Questionnaire A
Appendix 2: Questionnaire B
Appendix 3: Picture of the product
Appendix 4: The logo of Cupcake’s House
Maranatha Christian University
CHAPTER I
INTRODUCTION
1.1 Background of the Study
Bandung is known as the city with a million of culinary. In the article
entitled “Vizata Culinary”, it is said that, “Bandung is known as the city
with a million culinary charm, various delicious dishes are available all
over the city” (par.1). Bandung offers many kind of food starting from
traditional to international cuisine. Each consumer has their own favorite
food. Accordingly, culinary business in Bandung will never die. Day by day
this kind of business cultivates and runs smoothly even though there are
many competitors (Harianto 1). It means that there are many of devotee
culinary products. Many culinary businesses try to compete their products
with those of their competitors by developing or improving their products.
However, the essential thing to make the products better than the
competitor’s is making differences or even unprecedented products that
the consumers will be interested in.
Culinary business can also give a big profit in a short time, but the
important things are our products have to be unique and different from
1
Maranatha Christian University
others and also have a good taste (Willhelm par.4). Considering this
opportunity, I will open a culinary business, which is Cupcake’s House. I
choose cupcakes as my business plan because I like it and healthy food,
moreover, based on the result of the questionnaire B (Appendix 2) given to
thirty respondents, it is shown that all of them like cupcake’s product. On
top of that, the result of the questionnaire A (Appendix 1) given to 50
respondents states that in Bandung there is no stores which only sells
cupcakes; therefore, I want to make a breakthrough by opening a
cupcakes stand. In the article entitled “All about Cupcakes” it is stated that
“The cupcake evolved in the United States in the 19th century. A cupcake
is a small cake designed to serve one person, frequently baked in a small,
thin paper or aluminum cup. As with larger cakes, frosting and other cake
decorations, such as sprinkles, are common on cupcakes” (par.2).
The named of my business is Cupcake’s House (henceforth, CH). The
specialty of Cupcake’s House is carrot cupcakes. There are two reasons
of choosing carrots as the new flavor of cupcake. First of all, carrot is one
of the vegetables that is possible to be one of the cupcake’s ingredients.
Second, based on the questionnaire that I gave to 30 respondents, it is
shown that in terms of the new flavor of cupcakes, 17 respondents choose
carrot, 6 respondents choose corn, 5 respondents choose red bean, and 2
respondents choose spinach. It means that people prefer carrot than the
other vegetables. I feel challenged to make different taste of cupcakes
using carrot as the additional ingredient which have delicious taste. The
2
Maranatha Christian University
other specialty of the CH is that the consumers can garnish their own
cupcakes with icing (frozen sugar).
Nowadays, it would be easy for the competitors to imitate producing
carrot cupcakes. Therefore, in order to anticipate the existence of
competitors who imitate carrot cupcake, once every six months CH will do
innovation by making new flavors of cupcake such as apple cupcakes,
green tea cupcakes, and et cetera.
The location of CH will be in Paskal Hyper Square, because many
people go there to spend their time, besides, it has comfortable area and
various facilities. In the article “Hyper Square for Your Hyper Business”, it
is stated that Paskal Hyper Square is the right location for people to
develop their business, supported with the comfort and high security also
the various facilities available in it such as spacious parking facilities and
various other facilities (par.2). It means that Paskal Hyper Square is a
suitable place to run the business. The target market of my business is
people at Paskal Hyper Square; children, young people, and adults. The
vision of the company is to make CH the only cupcake store in Bandung,
which has various flavors and provides healthy ingredients of cupcakes.
The mission of the company is to serve, give better quality of cupcake to
the consumers and always do innovation by offering new flavors of
cupcake.
3
Maranatha Christian University
1.2 UNIQUE SELLING PREPOSITION
Rosser states that Unique Selling Preposition is “a marketing concept
that was first proposed as a theory to explain a pattern among successful
advertising campaigns of the early 1940s” (par.1). The uniqueness of CH
is the use of carrot as the ingredient to make the cupcakes. Carrot is one
of the healthy vegetables, which is not only healthy for eyes but also for
skin. Carrots contain Beta Carotene in the form of vitamin A. It can help
skin issues such as premature wrinkling and dry scaly skin (qtd. in “Why
are Carrots Good for Skin” par.2). Besides the carrot variant, there are
also other variant flavors of cupcakes, which are vanilla and chocolate.
The price for a cupcake is quite affordable for the consumers. There are
two types of cupcake, which are plain (without garnish) and garnished
one. For a plain cupcake the price is 9,000 IDR per piece; for a garnished
the price is 15,000 IDR per piece. If the consumers want to garnish their
own cupcakes, they have to pay for the icing (frozen sugar) and a tube of
icing wich cost about 2,000 IDR.
1.3 SWOT Analysis
SWOT is Strength, Weaknesses, Opportunities, and Threats.
According to Pearce and Robinson, SWOT is “an acronym for the internal
Strength and Weaknesses of a firm and the environmental Opportunities
and Threats facing that firms” (166). In the next paragraphs, I will explain
the strengths, the weaknesses, the opportunities, and the threats as a part
of strategic planning of the CH’s business.
4
Maranatha Christian University
1.3.1 Strengths
Pearce and Robinson state that strength means, “a resource
advantage relative to competitors and the needs of the markets a firms
serves or expects to serve” (167). There are several strengths of CH. First
of all, based on my research there is no cupcake house in Bandung which
only sells cupcakes; also in my CH, the consumers can garnish their own
cupcakes. Second, the CH is located in a strategic place, Paskal Hyper
Square. It provides a comfortable place to eat or hang out, and it is
supported by many stores like factory outlets, a karaoke place, a
playground for children and many more. Third, is about the ingredients of
the cupcakes; the cupcakes contain healthy ingredients like carrot and
honey. Forth, it offers affordable prices compared with the competitors.
The last but not the least, the waiters or waitresses will serve the
consumers in a friendly manner.
1.3.2 Weaknesses
Pearce and Robinson explain that “a weakness is a limitation or
deficiency in one or more resources or competencies relative to
competitors that impedes a firm’s effective performance” (167). The
weakness of this business is that my business does not have any
reputation yet and I have not had any experience; therefore, it is quite hard
to make consumers believe in our product. Second, CH only has three
variants of flavor in the first of six month, which are chocolate, vanilla, and
carrot; meanwhile the other bakery which also sells cupcakes (Cherish
5
Maranatha Christian University
and Kriste bakery) offer many variants of flavor. Third, the consumers may
not want to try carrot cupcake because it is different and new, they may
doubt about it; besides, not all consumers like carrot.
1.3.3 Opportunities
According to Pearce and Robinson, opportunities mean “a major
favorable situation in a firm’s environment” (166). The external condition
as the reasons to build CH at Paskal Hyper Square is because there is
just one competitor which is Cherish Bakery. In addition, this bakery sells
cupcakes which are more expensive than the ones at CH. Besides, CH
offers healthy ingredients and try to create new cupcake’s industry.
1.3.4 Threats
Pearce and Robinson state, “a threat is a major unfavorable situation in
a firm’s environment” (166). In Bandung, there are many big bakeries such
as J.CO, Prima Rasa, Kartika Sari, Bread Talk, and Kriste Bakery. All of
them are strong and dominant competitors, they are a big threat for my
business. Those companies have many branches in Bandung and even in
other cities outside Bandung. Moreover, they have already existed before
my business does. At Paskal Hyper Square, there is also a competitor,
which is Cherish bakery that sells cupcakes. However, I believe that CH
will become a bigger and promising one.
6
Maranatha Christian University
BIBLIOGRAPHY
Printed Source
Chase, Richard B., F. Robert Jacobs, Nicholas J. Aquino. Operations
Management For Competitive Advantage. 11th ed. Mc Graw-Hill
Companies, Inc., Anevue of America, New York. 2007.
Harianto, Tinton, et al. 20 Peluang Bisnis Makanan. Jakarta: Redaksi
Agromedia, 2008.
Hughes, J. Robert, and Jack R. Kapoor. Business. Boston: Houghton
Mifflin Company, 2005.
Garrison, Ray H. and Eric W. Noreen. Managerial Accounting. 10th ed.
New York: McGraw-Hill, 2003.
Gitman, Lawren J. PRINCIPLES OF MANAGERIAL FINANCE. 12th ed.
Pearson Education, Inc., Boston. 2009.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. New Jersey
Pearson education, Inc., Upper Saddle River, 2006.
Mowen, Hansen. Managerial Accounting. New York: Southwestern, 2007.
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