Warung Sosis : A Business Plan.
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…………………………………………..11
CHAPTER III. OPERATIONAL ASPECT………………………………………21
CHAPTER IV. HUMAN RESOURCES ASPECT…………………………......32
CHAPTER V. FINANCIAL ASPECT……………………………………………44
BIBLIOGRAPHY
APPENDICES
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ABSTRAK
Warung Sosis (WS) adalah sebuah restoran cepat saji skala kecil yang
menyajikan variasi makanan bergaya masakan rumah dengan harga
terjangkau. Banyak orang berangapan bahwa makanan cepat saji kurang
atau bahkan tidak menyehatkan. Namun WS berupaya untuk menciptakan
makanan cepat saji yang memiliki nutrisi yang seimbang untuk menjaga
kesehatan konsumennya dengan menggunakan bahan makanan beku dari
PT. JAPFA yang sudah terjamin mutunya dan juga bahan baku alami yang
segar.
WS memiliki target market yaitu anak muda, dewasa dan keluarga dengan
kelas sosial menengah ke bawah di Kelurahan Utan Kayu Selatan, Jakarta
Timur. Harga Makanan mulai dari Rp 2.000-Rp13.000, minuman mulai dari
Rp 500-Rp5.000 dan paket ulang tahun atau arisan seharga Rp.20.000 per
orang dengan minimum pemesanan paket untuk 25 orang. WS berlokasi di
daerah yang strategis, di Jl. Kebon Kelapa Raya No. 5, yang sangat dekat
dengan berbagai fasilitas umum dan tempat usaha seperti Pusat Kesehatan
Masyarakat dan Rumah Bersalin, Mesjid, sekolah, perumahan, kolam renang
dan pasar swalayan.
Untuk menarik perhatian konsumennya, WS menggunakan promosi
seperti papan nama, selebaran, sticker di Mikrolet 21 dan 50% diskon untuk
satu minggu pembukaan WS. Dalam aspek operasional, WS melakukan
proses pembuatan makanan (production process) dan proses pelayanan
pada konsumen (service process). Bisnis ini membutuhkan empat belas
orang pekerja, yang terbagi dalam dua pembagian waktu kerja, yaitu terdiri
dari satu orang pengelola, satu orang manajer, empat orang koki, dua orang
asisten koki, dan enam orang pramusaji.
Berdasarkan hasil analisis perhitungan pay back period dan net present
value, maka bisnis WS dikatakan layak. Dengan demikian, bisnis ini menarik
untuk dibuka dan dikembangkan karena memberikan keuntungan bagi
perusahaan.
‐ vi ‐
Maranatha Christian University
EXECUTIVE SUMMARY
Warung Sosis or WS is a unique micro-scale fast food restaurant that
provides healthy homemade fast food which has balanced nutrition at an
affordable price. WS will be opened at Jl. Kebon Kelapa Raya No. 5 as the
strategic and comfortable place to hang out with family, friends, or even for
the employees who wants to get lunch or dinner.
WS’ commitment is to satisfy customers with products and services. WS
provides various kinds of homemade fast food and drinks. It combines PT.
JAPFA products and fresh ingredients to get high quality food and drink at an
affordable price. Moreover, WS has a fast, friendly service and a cozy place
for gathering.
WS business is feasible and profitable. With only 115,155,800 IDR as the
initial investment, WS can get the turn over in less than thirty-four months.
The Net Present Value of this business is positive and WS will give a 3.81%
average increase of net cash flow in five years. We believe that this kind of
fast food restaurant will be the most profitable business in micro-scale.
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CHAPTER I
BACKGROUND
1.1
Background of The Business
Culinary business is very profitable because people consume food
every day. Culinary business is a long lasting business because people
have to eat (Wilhelm par.1). This statement emphasizes that culinary
business keeps on developing and becomes a long lasting business.
One of culinary businesses is the fast food business. Alamsyah, in her
book, Bisnis Fast Food a La Indonesia, mentions that fast food has been
very popular in Indonesia since the 1990s (5). Fast food business is a
potential business in Indonesia because there are an increasing number of
female workers who do not have much time to provide food at their homes
and also a huge number of teenagers and children who are the potential
market for fast food (9). Because of those reasons, I am interested to start
a business which provides homemade fast food for people.
People might think that fast food is any food that is served in a short
time. In an article, “Fast food facts: A Guide for Teens”, it is stated that
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“Fast food is any food that is quick, convenient and usually inexpensive”
(par.1). The word quick refers to the method of serving and eating. It does
not need much time to serve or produce food (Alamsyah 14). The word
convenient refers to two things, that is, the taste of the fast food and the
consumer’s feeling about the advantages of choosing fast food. Beside
that, she also says that fast food has a good taste so that people in
general like it and it is not complicated to serve, cook and eat. The word
inexpensive means economical. Allamsyah also says that buying fast food
is considered cheaper than buying the food ingredients and cooking the
food at home. Fast food is said to be practical (11). The word practical
means anybody can serve it easily. Moreover, she states that fast food is
also easy to get. People can find it at strategic places easily such as malls
and shopping centres. In addition, fast food can be a solution for
housewives who do not have much time to provide and cook food at home
(12). From the explanation above, I choose to run a fast food business
which can be a good solution for people who do not have much time to
buy tasty food.
1.2
About the Business
My business is a micro-scale restaurant or warung that serves and
provides homemade fast foods and drinks. My fast food restaurant’s name
is Warung Sosis, abbreviated as WS. Based on the questionnaire
distributed to 100 respondents (teeanagers and adults) who visit and live
near Jl. Kebon Kelapa Raya, 76% of the middle-low teenagers and adults
said that they like sausages. From that information, I can decide that
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sausage is a good ingredient for my main menu. I also choose warung to
represent the cozy and friendly atmosphere of my place. The name refers
to a fast food restaurant which is not expensive and provides varieties of
home made cookings, which is mostly made of sausages.
WS is located at Jl. Kebon Kelapa Raya No. 5 Kayumanis, Kelurahan
Utan Kayu Selatan, Kecamatan Matraman, East Jakarta. The target
markets of WS are middle-low people, above 12 years old, who visit, work,
and live near Jl. Kebon Kelapa Raya. I choose middle-low class because
based on my interview with T. Budiyanto as the secretary of Kelurahan
Utan Kayu Selatan, it is revealed that for several years in Kelurahan Utan
Kayu Selatan, the number of middle and low class people is larger than
upper class people in that area. Moreover, he adds that there is a
business area which is near Jl. Kebon Kelapa Raya and Jl. Kayu Manis
VIII. It can be concluded that middle-low class has to be WS’s major target
market.
In this market, people can find various kinds of fast food in the
restaurants. I have a plan to make fast food from frozen food. Alamsyah
mentions that frozen food is one kind of fast food. The reason is because
frozen food is easy to get or to prepare, and is affordable (17). From this
information, I decide to use frozen food as one of my food ingredients.
To get good frozen food, I have to choose high quality frozen food and
buy that frozen food from its company regularly. It means that I have to
cooperate with a good frozen food company to deliver my main food
ingredient. Alamsyah states that there are several big frozen food
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industries in Indonesia. These industries run business diversification
through partnership and open fast food outlets (37). From this information,
I plan to run a fast food business through partnership with one of the big
frozen food industries in this country. From my interview result with Ir.
Denny Gumulya, a Marketing Director of PT. JAPFA, which is one of the
largest and most integrated food companies, it can be concluded that PT.
JAPFA gives an opportunity for micro-scale entrepreneurs to have a
partnership with PT. JAPFA in the restaurant business. It is an opportunity
to make my plan comes true.
Furthermore, almost all WS products are made from PT. JAPFA
products. The products are served with a variation or creation which may
attract people to try and buy. Based on the questionnaire distributed to
100 respondents (teenagers and adults) and 50 children who live near Jl.
Kebon Kelapa Raya, 75% of the respondents and more than 58% of the
children have already known PT. JAPFA products such as “So Good”, “So
Nice” and “Real Good”. Moreover, 64% of respondents say that if there is
a restaurant that offers various foods using PT. JAPFA products, they
want to buy them. Therefore, opening the WS restaurant can be a good
opportunity to get customers.
WS has a logo that represents the restaurant. WS logo is shown in
Figure 1.1 on the next page.
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Figure 1.1 WS Logo
The picture of the warung itself is made from sausages. The purpose is to
give an impression of a homemade fast food restaurant that provides
various kinds of food made from sausages and has a friendly atmosphere,
with an affordable price.
The logo of WS uses orange, brown, green and yellow colors. Orange
denotes energy, warmth, good health and stimulates the appetite (“Orange
Color Meaning” par.1). Brown is a warm neutral color that can stimulate
the appetite, and it also represents friendliness and dependability (“Brown
Color Meaning” par.2). Green signifies growth, renewal, health,
environment (“Green Color Meaning” par.1) and denotes balance and
harmony (“Green Color Meaning” par.4). Yellow denotes happiness, joy
and cheerfulness (“Yellow Color Meaning” par.1). The combination of
those colors can represent WS characteristics and affect the customers
psychologically. In addition, in the logo there is a WS positioning
statement, “Healthy Homemade Cooking” which can remind customers
about WS.
WS is a place that has both a closed and open area. The reason for
choosing this is because, based on the questionnaire, 27% of the
respondents like a closed area. Based on that information, I can conclude
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that most of the respondents prefer a place which has an open area inside
the restaurant. A closed and open area can be a pleasant place for my
customers. Moreover, a place that has an open area gives some benefits,
such as saving the use of electricity and having good ventilation, which
can make customers feel more comfortable.
Nowadays, many people like to choose a restaurant for gathering
together. Alamsyah states that the function of a fast food restaurant is not
only for selling food and drink but also for social gatherings, which can
preserve continuance of purchasing (8). WS will be a pleasure place for
gatherings such as birthday parties or arisan and it can give benefits both
to the customers and to WS.
1.3
Unique Selling Proposition
There are many fast food businesses in East Jakarta. They try to
compete with other products by creating and improving their products. In
order to compete with and to be different from the competitors, WS tries to
create a unique fast food that the consumers will be interested in.
WS is a new concept of micro-scale restaurant in Kelurahan Utan Kayu
Selatan. It will be the first micro-scale homemade fast food restaurant in
that particular area that has various kinds of food on the menu with high
quality ingredients and at an affordable price.
Unfortunately, people usually consider fast food as being junk food, but
not all kinds of fast food is junk food. According to Alamsyah, junk food is
any food that does not have a balance in nutrition (17). Some fast foods
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do have balance nutrition: they also consist of fresh ingredients. WS has
balanced nutrition in its food.
1.4
Vision and Mission
Every business must have a good purpose to reach. A good concept
and good preparation are not enough; a business needs a goal to achieve.
WS has a vision statement, that WS will be a popular fast food restaurant
that provides quick, convenient, affordable and healthy food and drinks. To
reach that vision, WS needs a mission. WS’s mission statements are to
serve healthy fast food at an affordable price; to meet customers’ needs
by providing various kinds of high quality foods and drinks; to give
satisfactory service; and to build a good relationship among customers,
employees and employer. To reach my business vision and mission, I also
need motivation as the trigger. Personally, I have a passion in the culinary
arts. I like experimenting with food, I like creating food and I also like trying
new food. My self motivation will be the energy which may make this
restaurant keep on developing.
1.5
SWOT Analysis
SWOT analysis is needed in building and running this business. By
analyzing strengths, weaknesses, opportunities and threats, I know how to
enhance my business, minimize my failure in running this business,
achieve strategic competitiveness and prevent or eliminate my action in
order to achieve strategic competitiveness.
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1.5.1 Strength
WS business has several strengths. Faizmh explains that “Strength is
defined as the strength of an organization that leads to a beneficial
condition for the organization” (par.4). The first strength is what WS offers
to customers. WS offers various kinds of home made fast food that has
balanced nutrition with good services and an affordable price. People like
to get good products and good services at a good price. Second, WS is
located in a strategic place (Jl. Kebon Kelapa Raya No. 5). Jl. Kebon
Kelapa Raya has been growing in the past few years. WS is near Pusat
Kesehatan Masyarakat dan Rumah Bersalin Pembina Matraman,
Furthermore, Jl. Kebon Kelapa Raya is close to Jl. Kayumanis VIII, that
has a big mosque, post office and bank. There is public transportation,
namely, Mikrolet 21 (M21), which passes these two streets. As a result,
the area along this street is alive. The third strength is WS has innovation
in creating products and processes. For example, by evaluating WS’s
products and services; listening to customers and staffs’ complaints about
the products and services; and adding to or changing the menu several
times in a year, WS will always meet customers’ expectations.
1.5.2 Weakness
There is a weakness of the WS business. Weakness itself is defined as
a condition that can cause loss for an organization (Faizmh par. 4). The
weakness of WS is WS has a small parking area. The parking area cannot
accommodate all customers’ motor cycles or cars for big gatherings. If the
parking area is full, the customers need to park their vehicles near the
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pedestrians or other parking areas (inside Puskesmas or Alfamidi parking
area), and unfortunately they have to pay.
1.5.3 Opportunity
WS is a promising business because it has several opportunities.
Kotler states that a marketing opportunity is “an area of buyer need or
potential interest in which a company can perform profitably” (102). The
first opportunity is WS is the first restaurant that has various kinds of high
quality homemade fast food with a cozy atmosphere and at an affordable
price for the middle-low market in Kelurahan Utan Kayu Selatan. The
second opportunity is the gathering service. In Jl. Kebon Kelapa Raya,
there is another micro-scale fast food restaurant, Illena Fried Chicken,
abbreviated as IFC, but it does not provide gathering service or an
occasional menu like WS. By providing this service and menu, WS can
serve customers who need a place for gathering and can also preserve
continuance of purchasing. The third opportunity is the population growth
in Kelurahan Utan Kayu Selatan. The population growth in Kelurahan Utan
Kayu Selatan is increasing. As the secretary of Kelurahan Utan Kayu
Selatan, T. Budiyanto, says, from 2009-2010, the population in Kelurahan
Utan Kayu Selatan has increased to more than 100 people, it means that
WS has a chance to get more customers every year.
1.5.4 Threat
Besides opportunities, WS also has threats. Kotler states that an
environmental threat is “a challenge posed by an unfavorable trend or
development that would lead, in the absence of defensive marketing
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action, to deterioration in sales or profit” (51). The first threat of WS is the
relationship with PT. JAPFA. If PT. JAPFA stops the business partnership,
it can bring problems to WS’s performance. First, WS’s operation will be
stopped temporarily because it needs to provide the same equipment. WS
needs to buy things that are subsided by PT. JAPFA. Second, the price of
the products may change because WS should buy some new equipment
and, as a result, the image of WS may change too, although the menu will
not be too different. The second threat is WS’s idea may be copied by
others. A new concept can be copied by others. There is always a
possibility that people may want to copy the idea of WS, especially when
WS is successful. This situation is unavoidable. To deal with this situation
WS has to keep its uniqueness, improve its products and services
continuously, and maintain its relationship with its business partner and
customers so that WS can be unique and so that the customers will
always come back to buy at WS.
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BIBLIOGRAPHY
Printed Sources
Alamsyah, Yuyun. Bisnis Fast Food A La Indonesia. Jakarta: PT Elex
Media Komputindo, 2009.
Atkinson, Anthony A et al. Management Accounting. New Jersey: Prentice
Hall, Inc., 2001.
Gitman, Lawrence J. Principles of Managerial Finance. San Diego:
Lawrence J. Gitman, 2000.
Gitman, Lawrence J. Principles of Managerial Finance. San Diego:
Lawrence J. Gitman, 2006.
Hansen, Don R, and Maryanne M. Mowen. Cost Management: Accounting
and Control. United States: Thomson Higher Education, 2006.
Hilton, Ronald W et al. Cost Management Strategies for Business
Decisions. New York: McGraw-Hill Companies, Inc., 2003.
Kotler, Philip. Marketing Management. New Jersey: Prentice Hall,
Inc., 2003.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey:
Prentice Hall, Inc., 2004.
. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga, 2001.
Maranatha Christian University
Noe, Raymond A et al. Human Resource Management. New York:
McGraw-Hill Companies, Inc., 2000.
Robbins, Stephen P. Organizational Behavior. New Jersey: Prentice Hall,
Inc., 2003.
Russel, Roberta S. Operations Management. New Jersey:
Prentice Hall, Inc., 2000.
Electronic Sources
Aricloud. “Standar Gaji dan UMR DKI Jakarta 2009.” Wordpress. 2009.
29 Oct 2009
.
“Arti Definisi/Pengertian Produksi & Nilai Guna Barang dan Jasa Ekonomi Produksi.” Oct 31 2008. 23 Apr 2010
.
“BI Rate.” RuangMedia. 2009. 21 Nov 2009
.
“Brown Color Meaning.” About.com. 2010. Desktoppub. 3 Apr 2010
.
Cooper, Stephen. “Cash Outflow.” Superior Investor. 2003. 14 May 2010
.
Maranatha Christian University
“Corporate History.” Japfacomfeed. 2003. 11 Aug 2009
.
“Corporate Overview.” Japfacomfeed. 2003. 11 Aug 2009
.
Faizmh. “Aplikasi Teori Analisis SWOT Dalam Organisasi.” FaizmhTM.
12 Feb 2008. Wordpress. 28 Sept 2009
.
“Fast Food Facts: A Guide for Teens.” Fast Food Facts. 2 June 2009.
Center for Young Women’s Health. 23 Aug 2009
.
“Green Color Meaning.” About.com. 2010. Desktoppub. 3 Apr 2010
.
“Orange Color Meaning.” About.com. 2010. Desktoppub. 3 Apr 2010
.
“Perkembangan Indeks Harga Konsumen.” Info Statistik. 1 Oct 2009. 6
Oct 2009
.
“Service Definition.” May 2009. Service Management. 14 Apr 2010
.
“Site Definition.” 2010. Microsoft Corporation. 23 Apr 2010.
.
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Wilhelm, George. O Magazine. Sept 2003. 13 May 2007
.
“Yellow Color Meaning.” About.com. 2010. Desktoppub. 3 Apr 2010
.
Maranatha Christian University
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…………………………………………..11
CHAPTER III. OPERATIONAL ASPECT………………………………………21
CHAPTER IV. HUMAN RESOURCES ASPECT…………………………......32
CHAPTER V. FINANCIAL ASPECT……………………………………………44
BIBLIOGRAPHY
APPENDICES
v
Maranatha Christian University
ABSTRAK
Warung Sosis (WS) adalah sebuah restoran cepat saji skala kecil yang
menyajikan variasi makanan bergaya masakan rumah dengan harga
terjangkau. Banyak orang berangapan bahwa makanan cepat saji kurang
atau bahkan tidak menyehatkan. Namun WS berupaya untuk menciptakan
makanan cepat saji yang memiliki nutrisi yang seimbang untuk menjaga
kesehatan konsumennya dengan menggunakan bahan makanan beku dari
PT. JAPFA yang sudah terjamin mutunya dan juga bahan baku alami yang
segar.
WS memiliki target market yaitu anak muda, dewasa dan keluarga dengan
kelas sosial menengah ke bawah di Kelurahan Utan Kayu Selatan, Jakarta
Timur. Harga Makanan mulai dari Rp 2.000-Rp13.000, minuman mulai dari
Rp 500-Rp5.000 dan paket ulang tahun atau arisan seharga Rp.20.000 per
orang dengan minimum pemesanan paket untuk 25 orang. WS berlokasi di
daerah yang strategis, di Jl. Kebon Kelapa Raya No. 5, yang sangat dekat
dengan berbagai fasilitas umum dan tempat usaha seperti Pusat Kesehatan
Masyarakat dan Rumah Bersalin, Mesjid, sekolah, perumahan, kolam renang
dan pasar swalayan.
Untuk menarik perhatian konsumennya, WS menggunakan promosi
seperti papan nama, selebaran, sticker di Mikrolet 21 dan 50% diskon untuk
satu minggu pembukaan WS. Dalam aspek operasional, WS melakukan
proses pembuatan makanan (production process) dan proses pelayanan
pada konsumen (service process). Bisnis ini membutuhkan empat belas
orang pekerja, yang terbagi dalam dua pembagian waktu kerja, yaitu terdiri
dari satu orang pengelola, satu orang manajer, empat orang koki, dua orang
asisten koki, dan enam orang pramusaji.
Berdasarkan hasil analisis perhitungan pay back period dan net present
value, maka bisnis WS dikatakan layak. Dengan demikian, bisnis ini menarik
untuk dibuka dan dikembangkan karena memberikan keuntungan bagi
perusahaan.
‐ vi ‐
Maranatha Christian University
EXECUTIVE SUMMARY
Warung Sosis or WS is a unique micro-scale fast food restaurant that
provides healthy homemade fast food which has balanced nutrition at an
affordable price. WS will be opened at Jl. Kebon Kelapa Raya No. 5 as the
strategic and comfortable place to hang out with family, friends, or even for
the employees who wants to get lunch or dinner.
WS’ commitment is to satisfy customers with products and services. WS
provides various kinds of homemade fast food and drinks. It combines PT.
JAPFA products and fresh ingredients to get high quality food and drink at an
affordable price. Moreover, WS has a fast, friendly service and a cozy place
for gathering.
WS business is feasible and profitable. With only 115,155,800 IDR as the
initial investment, WS can get the turn over in less than thirty-four months.
The Net Present Value of this business is positive and WS will give a 3.81%
average increase of net cash flow in five years. We believe that this kind of
fast food restaurant will be the most profitable business in micro-scale.
vii
Maranatha Christian University
CHAPTER I
BACKGROUND
1.1
Background of The Business
Culinary business is very profitable because people consume food
every day. Culinary business is a long lasting business because people
have to eat (Wilhelm par.1). This statement emphasizes that culinary
business keeps on developing and becomes a long lasting business.
One of culinary businesses is the fast food business. Alamsyah, in her
book, Bisnis Fast Food a La Indonesia, mentions that fast food has been
very popular in Indonesia since the 1990s (5). Fast food business is a
potential business in Indonesia because there are an increasing number of
female workers who do not have much time to provide food at their homes
and also a huge number of teenagers and children who are the potential
market for fast food (9). Because of those reasons, I am interested to start
a business which provides homemade fast food for people.
People might think that fast food is any food that is served in a short
time. In an article, “Fast food facts: A Guide for Teens”, it is stated that
1
Maranatha Christian University
“Fast food is any food that is quick, convenient and usually inexpensive”
(par.1). The word quick refers to the method of serving and eating. It does
not need much time to serve or produce food (Alamsyah 14). The word
convenient refers to two things, that is, the taste of the fast food and the
consumer’s feeling about the advantages of choosing fast food. Beside
that, she also says that fast food has a good taste so that people in
general like it and it is not complicated to serve, cook and eat. The word
inexpensive means economical. Allamsyah also says that buying fast food
is considered cheaper than buying the food ingredients and cooking the
food at home. Fast food is said to be practical (11). The word practical
means anybody can serve it easily. Moreover, she states that fast food is
also easy to get. People can find it at strategic places easily such as malls
and shopping centres. In addition, fast food can be a solution for
housewives who do not have much time to provide and cook food at home
(12). From the explanation above, I choose to run a fast food business
which can be a good solution for people who do not have much time to
buy tasty food.
1.2
About the Business
My business is a micro-scale restaurant or warung that serves and
provides homemade fast foods and drinks. My fast food restaurant’s name
is Warung Sosis, abbreviated as WS. Based on the questionnaire
distributed to 100 respondents (teeanagers and adults) who visit and live
near Jl. Kebon Kelapa Raya, 76% of the middle-low teenagers and adults
said that they like sausages. From that information, I can decide that
2
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sausage is a good ingredient for my main menu. I also choose warung to
represent the cozy and friendly atmosphere of my place. The name refers
to a fast food restaurant which is not expensive and provides varieties of
home made cookings, which is mostly made of sausages.
WS is located at Jl. Kebon Kelapa Raya No. 5 Kayumanis, Kelurahan
Utan Kayu Selatan, Kecamatan Matraman, East Jakarta. The target
markets of WS are middle-low people, above 12 years old, who visit, work,
and live near Jl. Kebon Kelapa Raya. I choose middle-low class because
based on my interview with T. Budiyanto as the secretary of Kelurahan
Utan Kayu Selatan, it is revealed that for several years in Kelurahan Utan
Kayu Selatan, the number of middle and low class people is larger than
upper class people in that area. Moreover, he adds that there is a
business area which is near Jl. Kebon Kelapa Raya and Jl. Kayu Manis
VIII. It can be concluded that middle-low class has to be WS’s major target
market.
In this market, people can find various kinds of fast food in the
restaurants. I have a plan to make fast food from frozen food. Alamsyah
mentions that frozen food is one kind of fast food. The reason is because
frozen food is easy to get or to prepare, and is affordable (17). From this
information, I decide to use frozen food as one of my food ingredients.
To get good frozen food, I have to choose high quality frozen food and
buy that frozen food from its company regularly. It means that I have to
cooperate with a good frozen food company to deliver my main food
ingredient. Alamsyah states that there are several big frozen food
3
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industries in Indonesia. These industries run business diversification
through partnership and open fast food outlets (37). From this information,
I plan to run a fast food business through partnership with one of the big
frozen food industries in this country. From my interview result with Ir.
Denny Gumulya, a Marketing Director of PT. JAPFA, which is one of the
largest and most integrated food companies, it can be concluded that PT.
JAPFA gives an opportunity for micro-scale entrepreneurs to have a
partnership with PT. JAPFA in the restaurant business. It is an opportunity
to make my plan comes true.
Furthermore, almost all WS products are made from PT. JAPFA
products. The products are served with a variation or creation which may
attract people to try and buy. Based on the questionnaire distributed to
100 respondents (teenagers and adults) and 50 children who live near Jl.
Kebon Kelapa Raya, 75% of the respondents and more than 58% of the
children have already known PT. JAPFA products such as “So Good”, “So
Nice” and “Real Good”. Moreover, 64% of respondents say that if there is
a restaurant that offers various foods using PT. JAPFA products, they
want to buy them. Therefore, opening the WS restaurant can be a good
opportunity to get customers.
WS has a logo that represents the restaurant. WS logo is shown in
Figure 1.1 on the next page.
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Figure 1.1 WS Logo
The picture of the warung itself is made from sausages. The purpose is to
give an impression of a homemade fast food restaurant that provides
various kinds of food made from sausages and has a friendly atmosphere,
with an affordable price.
The logo of WS uses orange, brown, green and yellow colors. Orange
denotes energy, warmth, good health and stimulates the appetite (“Orange
Color Meaning” par.1). Brown is a warm neutral color that can stimulate
the appetite, and it also represents friendliness and dependability (“Brown
Color Meaning” par.2). Green signifies growth, renewal, health,
environment (“Green Color Meaning” par.1) and denotes balance and
harmony (“Green Color Meaning” par.4). Yellow denotes happiness, joy
and cheerfulness (“Yellow Color Meaning” par.1). The combination of
those colors can represent WS characteristics and affect the customers
psychologically. In addition, in the logo there is a WS positioning
statement, “Healthy Homemade Cooking” which can remind customers
about WS.
WS is a place that has both a closed and open area. The reason for
choosing this is because, based on the questionnaire, 27% of the
respondents like a closed area. Based on that information, I can conclude
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that most of the respondents prefer a place which has an open area inside
the restaurant. A closed and open area can be a pleasant place for my
customers. Moreover, a place that has an open area gives some benefits,
such as saving the use of electricity and having good ventilation, which
can make customers feel more comfortable.
Nowadays, many people like to choose a restaurant for gathering
together. Alamsyah states that the function of a fast food restaurant is not
only for selling food and drink but also for social gatherings, which can
preserve continuance of purchasing (8). WS will be a pleasure place for
gatherings such as birthday parties or arisan and it can give benefits both
to the customers and to WS.
1.3
Unique Selling Proposition
There are many fast food businesses in East Jakarta. They try to
compete with other products by creating and improving their products. In
order to compete with and to be different from the competitors, WS tries to
create a unique fast food that the consumers will be interested in.
WS is a new concept of micro-scale restaurant in Kelurahan Utan Kayu
Selatan. It will be the first micro-scale homemade fast food restaurant in
that particular area that has various kinds of food on the menu with high
quality ingredients and at an affordable price.
Unfortunately, people usually consider fast food as being junk food, but
not all kinds of fast food is junk food. According to Alamsyah, junk food is
any food that does not have a balance in nutrition (17). Some fast foods
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do have balance nutrition: they also consist of fresh ingredients. WS has
balanced nutrition in its food.
1.4
Vision and Mission
Every business must have a good purpose to reach. A good concept
and good preparation are not enough; a business needs a goal to achieve.
WS has a vision statement, that WS will be a popular fast food restaurant
that provides quick, convenient, affordable and healthy food and drinks. To
reach that vision, WS needs a mission. WS’s mission statements are to
serve healthy fast food at an affordable price; to meet customers’ needs
by providing various kinds of high quality foods and drinks; to give
satisfactory service; and to build a good relationship among customers,
employees and employer. To reach my business vision and mission, I also
need motivation as the trigger. Personally, I have a passion in the culinary
arts. I like experimenting with food, I like creating food and I also like trying
new food. My self motivation will be the energy which may make this
restaurant keep on developing.
1.5
SWOT Analysis
SWOT analysis is needed in building and running this business. By
analyzing strengths, weaknesses, opportunities and threats, I know how to
enhance my business, minimize my failure in running this business,
achieve strategic competitiveness and prevent or eliminate my action in
order to achieve strategic competitiveness.
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1.5.1 Strength
WS business has several strengths. Faizmh explains that “Strength is
defined as the strength of an organization that leads to a beneficial
condition for the organization” (par.4). The first strength is what WS offers
to customers. WS offers various kinds of home made fast food that has
balanced nutrition with good services and an affordable price. People like
to get good products and good services at a good price. Second, WS is
located in a strategic place (Jl. Kebon Kelapa Raya No. 5). Jl. Kebon
Kelapa Raya has been growing in the past few years. WS is near Pusat
Kesehatan Masyarakat dan Rumah Bersalin Pembina Matraman,
Furthermore, Jl. Kebon Kelapa Raya is close to Jl. Kayumanis VIII, that
has a big mosque, post office and bank. There is public transportation,
namely, Mikrolet 21 (M21), which passes these two streets. As a result,
the area along this street is alive. The third strength is WS has innovation
in creating products and processes. For example, by evaluating WS’s
products and services; listening to customers and staffs’ complaints about
the products and services; and adding to or changing the menu several
times in a year, WS will always meet customers’ expectations.
1.5.2 Weakness
There is a weakness of the WS business. Weakness itself is defined as
a condition that can cause loss for an organization (Faizmh par. 4). The
weakness of WS is WS has a small parking area. The parking area cannot
accommodate all customers’ motor cycles or cars for big gatherings. If the
parking area is full, the customers need to park their vehicles near the
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pedestrians or other parking areas (inside Puskesmas or Alfamidi parking
area), and unfortunately they have to pay.
1.5.3 Opportunity
WS is a promising business because it has several opportunities.
Kotler states that a marketing opportunity is “an area of buyer need or
potential interest in which a company can perform profitably” (102). The
first opportunity is WS is the first restaurant that has various kinds of high
quality homemade fast food with a cozy atmosphere and at an affordable
price for the middle-low market in Kelurahan Utan Kayu Selatan. The
second opportunity is the gathering service. In Jl. Kebon Kelapa Raya,
there is another micro-scale fast food restaurant, Illena Fried Chicken,
abbreviated as IFC, but it does not provide gathering service or an
occasional menu like WS. By providing this service and menu, WS can
serve customers who need a place for gathering and can also preserve
continuance of purchasing. The third opportunity is the population growth
in Kelurahan Utan Kayu Selatan. The population growth in Kelurahan Utan
Kayu Selatan is increasing. As the secretary of Kelurahan Utan Kayu
Selatan, T. Budiyanto, says, from 2009-2010, the population in Kelurahan
Utan Kayu Selatan has increased to more than 100 people, it means that
WS has a chance to get more customers every year.
1.5.4 Threat
Besides opportunities, WS also has threats. Kotler states that an
environmental threat is “a challenge posed by an unfavorable trend or
development that would lead, in the absence of defensive marketing
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action, to deterioration in sales or profit” (51). The first threat of WS is the
relationship with PT. JAPFA. If PT. JAPFA stops the business partnership,
it can bring problems to WS’s performance. First, WS’s operation will be
stopped temporarily because it needs to provide the same equipment. WS
needs to buy things that are subsided by PT. JAPFA. Second, the price of
the products may change because WS should buy some new equipment
and, as a result, the image of WS may change too, although the menu will
not be too different. The second threat is WS’s idea may be copied by
others. A new concept can be copied by others. There is always a
possibility that people may want to copy the idea of WS, especially when
WS is successful. This situation is unavoidable. To deal with this situation
WS has to keep its uniqueness, improve its products and services
continuously, and maintain its relationship with its business partner and
customers so that WS can be unique and so that the customers will
always come back to buy at WS.
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