SC : A Business Plan.

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Maranatha Christian University

ABSTRACT

Business plan ini berisi tentang rencana bisnis perhiasan kristal di kota Bandung. Target pemasaran bisnis ini adalah wanita karir dan ibu rumah tangga yang membeli perhiasan sebagai simbol prestige dan untuk memiliki penampilan stylish.

Bisnis perhiasan ini memiliki merek SC, singkatan dari Schmetterling Crystal. Keunikan SC adalah adanya layanan modifikasi perhiasan kristal berdasarkan keinginan dan kebutuhan konsumen. Dengan kata lain; model, warna, bentuk dan besar-kecilnya perhiasan dapat dibuat menurut keinginan dan kebutuhan konsumen.

SC akan berlokasi di Bandung Supermall (BSM), tepatnya di First Floor

A130 dan beroperasi setiap hari mulai pukul 9.30 sampai 21.30 sesuai dengan jam operasi BSM. SC mempekerjakan lima orang designer dan lima orang shopkeeper yang dibagi ke dalam dua shift kerja.

Dalam mempromosikan bisnis ini, pihak BSM menyediakan fasilitas promosi yaitu menyediakan beberapa banner untuk ditempatkan di titik-titik tertentu di BSM. Selain itu, SC mencetak brosur untuk ditempatkan baik di gerai SC maupun di tempat-tempat lain seperti café dan butik agar orang-orang yang tertarik dapat mengambil dan melihat brosur yang disediakan. Terlebih lagi, SC membuat website yang dapat diakses oleh siapapun melalui Internet dengan alamat www.sc.co.id.

Dalam hal keuangan, SC membutuhkan Rp103.321.800 sebagai modal awal membuka bisnis ini. Setelah menghitung biaya operasional dan

asumsi pemasukan, cash flow SC berjumlah Rp376.050.400 per tahunnya. SC hanya membutuhkan waktu sekitar empat bulan untuk dapat mencapai

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CHAPTER I

THE BACKGROUND

1.1. Introduction

Nowadays, it can be seen that the number of women who choose to work in a professional sector are increasing (Tjaja par. 3); therefore, for some women, workplace has become an essential part of life. It has become a place where they have to put more attention in dressing up. Carter states that most of the workplaces today gives a significant

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Maranatha Christian University Based on that fact, it can be seen that the existence of jewelry

business is much needed. To fulfill women’s need on jewelry, especially jewelry for working and going to parties, I would like to run a business on crystal jewelry as a crystal is an ornament that not only is able to make someone look impressive, but also goes well with nearly all kinds of outfit. Moreover, there are only few companies who run jewelry business

focusing on crystal.

Shane believes that crystal jewelry is never out of fashion and it is also available both in new and classic designs (par. 3). On the other hand, crystals are not as expensive as other precious stones such as diamond, garnet, spinel, olivine, and so on but its shine and reflection can make anyone look gorgeous. According to Shane, when someone wears crystal jewelry, even a small ray of light can make the crystal coruscate and that will brighten up limbs (par. 3). He also says that a crystal pendant can spell magic and make anyone look quite admirable. Crystal is available in different colours; thus, it will be easier to match the jewelry with the outfit (par. 3). Therefore, crystal is great jewelry to wear by either women who work or go to parties to look more gorgeous.

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Maranatha Christian University “What makes a Swarovski crystal unique is its composition. By adding

32 percent lead to the molten glass (a mix arrived at after considerable experimentation), Swarovski imbued his Austrian crystal with a high refraction rate. Later, it is developed to different chemical coatings to enhance color and sparkle” (“What is Austrian Crystal?” par. 3). Moreover, what makes Swarovski become the best crystal is its great optical purity and its ideal polishing. “Each crystal comes through a thorough multilevel checking of inner defects and the quality of polishing, and then is registered” (Dimitri par. 3). According to those facts, my jewelry business will focus on using Swarovski crystals as the main material.

To keep the good quality with minimum price, Swarovski crystals will be combined with either stainless steel chains or rhodium coated copper chains. The business will focus on producing the jewelry using these two kinds of chains for they have better characteristics than nickel chains which are also available. Stainless steel chains are more expensive in price compared to rhodium coated copper chains but they have a better characteristic since they are stainless; whereas, rhodium coated copper chains are very resistant to corrosion. However, rhodium coated copper chains are very reflective and have more varieties so that they can be made into more various models of jewelry.

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Maranatha Christian University uniqueness to represent their beauty; therefore, I believe that SC can answer every woman’s need on jewelry based on their character and passion.

SC has a motto “small yet sophisticated”. This motto is made to tell people that even though jewelry is only small part of outfits, it can give a sophisticated effect when it is worn.

1.2. Unique Selling Preposition

SC sells crystal jewelry that is already designed and made by its designers. What makes us different from our competitors in crystal

business is that each customer can request the jewelry in the design, size, shape, and colour according to what they want. Moreover, they can also design the jewelry by themselves and just trust SC’s designers to make it, based on their request. Gofar says that the jewelry that is sold can be attractive; however, they usually cannot answer customers’ wants as the designs of the jewelry that are offered are limited (1). Therefore, SC is the best place for customers who look for jewelry that really goes well with them. On top of that, we give our customers a lifetime warranty for the chain and other ornaments beside the crystals.

1.3. SWOT Analysis

There is some strength that SC has. SC produces crystal jewelry based

on customers’ needs and passion. Moreover, a lifetime warranty will

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Maranatha Christian University an informational media for the customers about SC company and products as well as a tool for promoting SC store. The store that is located in

Bandung Supermall can be accessed easily by potential customers. The weakness that SC has is that the products are not human’s

primary needs. Therefore, some women may think that they do not need to buy SC’s products.

Since business on crystal jewelry is rarely found, SC has a good opportunity to fulfill the demands of crystal jewelry. Accordingly, SC can grow into a famous and big business such as opening new branches or even changing the business into franchise business.

However, the competitors who run businesses on other kinds of jewelry such as diamond, gold, and silver jewelry and the competitors who offer lower grade crystals with more competitive price can be a threat for SC.

1.4. Company Logo

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Maranatha Christian University SC stands for Schmetterling Crystal. Schmetterling means butterfly; therefore, a butterfly is used as the main logo. The butterfly is made

sparkling to represent the products that SC offers. The word “SC” is placed

inside the butterfly to give an impression to people that SC and the butterfly create beauty as one.

Black is used for the figure and texts since it is the colour that

associates with power and elegance (“Color Meaning” par. 30). Moreover, Sibagraphics states that black is excellent technical colour and it assists targeting a sophisticated high-end market to add mystery (“The Meaning of

Colours” par. 20). Accordingly, black is chosen to give customers curiosity

of what SC offers. For the background, white is chosen to “represent light, goodness and purity” (“Color Meaning” par. 27).

1.5. Vision

SC expects to be regarded as a well-known crystal jeweler where customers can trust its products and services as the best.

1.6. Mission

SC always strives to be a top crystal jeweler by providing great products and services to the customers. In its services, SC provides a personal consultation for each customer so that they can consult their needs and desires with SC designers. With the best quality of products that SC offers, SC markets its products to working women and

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Maranatha Christian University appearance. In order to maintain its quality of service, SC appreciates any suggestions, ideas, advices and comments from everyone, especially customers and employees as a learning process in building and evaluating

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BIBLIOGRAPHY

Printed Sources

Gitman, Lawrence, J., Principles of Managerial Finance. 12th ed. Boston: Pearson Education, Inc. 2009.

Gofar, Mia Yusmita, Aksesori Manik untuk Wanita Bekerja: Chic, Classy & Charming. Jakarta: PT Gramedia Pustaka Utama. 2006.

Heizer, Jay, and Barry Render. Operations Management. 8th ed. New Jersey. Pearson Education, Inc. 2006.

Kotler, Philip, and Kevin Lane Keller. Marketing Management. 12th ed. New Jersey: Pearson Education, Inc. 2006.

Noe, Raymond A., et al. Human Resources Management: Gaining a Competitive Advantage. 5th ed. New York: Mc Graw-Hill Companies, Inc. 2006.

Robbins, Stephen P., and Timothy A. Judge. Organizational Behavior. New Jersey. Pearson Education, Inc. 2007.

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Maranatha Christian University Electronic Sources

“Bandung Supermall.” Netdesign. 2005. 6 November 2009

<http://www.bandungsupermall.com>

Carter, Christopher. “Importance of Professional Dress.” eHow. 2010. 17

February 2010 < http://www.ehow.com/about_5315943_importance-professional-dress.html>

“Color Meaning.” Color Wheel Pro. 2008. 8 April 2009

<http://www.color-wheel-pro.com/color-meaning.html>

Dimitri. “Why to Choose Swarovski Crystal for your House?” Articlesbase. 16

April 2007. 8 Aprl 2009

<http://www.articlesbase.com/education-articles/why-to-choose-swarovski-crystal-for-your-house-132012.html> Fashion Jewelry. “Crystals - A Brief History.” Articlesnatch. 2009. 4 April 2009

<http://www.articlesnatch.com/Article/Crystals---A-Brief-History/97965>

“Jewelry.” Orignaljewelry. 2009. 21 September 2009

<http://www.orignaljewelry.com>

Kwee, Emma. “Bandung Super Mall: Modern life, try this on for size.”

Streetdirectory. 2009. 6 November 2009

<http://www.streetdirectory.com/travel_guide/indonesia/west_java_bandu

ba/bandung_tourist_attractions/info-234-bandung_super_mall_modern_life_try_this_on_for_size.php>

“Marketing Mix: What is the Marketing Mix?.” Marketing Teacher. 2008. 30

September 2008. 29 October 2009

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Maranatha Christian University Shane, Paul. “Crystal Jewellery for the Living.” Streetdirectory. 2009. 2 April

2009 <http://www.streetdirectory.com/travel_guide/61696/jewelry/ crystal_jewellery_for_the_living.html>

Susanto, Heri, and Agus Dwi Darmawan. “BI: Inflasi 2010 di Kisaran 5

Persen.” Visi Media Asia. 21 August 2009. 17 November 2009

<http://bisnis.vivanews.com/news/read/84376-bi__inflasi_2010_di_ kisaran_5_persen>

“The Marketing Mix (The 4 P’s of Marketing).” NetMBA. 2007. 22 May 2009

<http://www.netmba.com/marketing/mix/>

“The Meaning of Colours.” Sibagraphics. 2008. 8 April 2009

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Tjaja, Ratna P. “Wanita Bekerja dan Implikasi Sosial.” July 2000. 17 February

2010 <http://www.bappenas.go.id/get-file-server/node/2847/> “Upah Minimum Regional/Propinsi/Kota (UMR/UMP/UMK) 2009.”

Webverzeichnis. 16 June 2009. 21 September 2009

<http://www.pajak.net/blog/2009/06/16/upah-minimum-regional-propinsi-kota-umrumpumk-2009/>

“What is Austrian Crystal?” Wisegeek. 2009. 2 April 2009

SC : A Business Plan.

ABSTRACT

TABLE OF CONTENTS

CHAPTER I

THE BACKGROUND

BIBLIOGRAPHY