Sunny Yoghurt Cup : A Business Plan.

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Maranatha Christian University vii

ABSTRACT

Rencana bisnis ini membahas tentang Sunny Yoghurt Cup. Sunny Yoghurt Cup menjual dessert (pencuci mulut) yang terbuat dari yoghurt

yang disusun dengan bermacam-macam topping. Konsumen dapat

memilih sendiri topping yang diinginkannya, seperti buah-buahan, kacang, cokelat, kismis, sereal, biskuit, dan puding.

Bab satu dibagi menjadi tiga bagian. Bagian pertama membahas

terlebih dahulu mengenai latar belakang dibuatnya bisnis ini. Bagian kedua mendiskusikan mengenai keunikan dari bisnis ini. Selanjutnya, SWOT analisa juga akan dicantumkan pada bagian tiga dalam bab ini.

Aspek pemasaran pada bab dua dibagi menjadi dua bagian. Bagian pertama mendiskusikan strategi dalam pemasaran Sunny Yoghurt Cup yaitu pembagian target pasar, positioning, dan differentiation. Bagian kedua akan membahas mengenai marketing mix yang terdiri dari produk, harga, tempat, dan promosi.

Bab tiga akan mendiskusikan tentang aspek operasional bisnis ini, yang terbagi menjadi tiga bagian. Bagian pertama akan membahas lebih jauh mengenai cara pembuatan produk sedangkan proses pelayanan yang diterapkan pada bisnis ini dibahas pada bagian kedua. Selanjutnya pada bagian terakhir akan didiskusikan pula mengenai lokasi di mana bisnis ini akan dibuka dan bagaimana denah kedai bisnis ini.

Bab empat membahas mengenai sumber daya manusia yang berada di Sunny Yoghurt Cup. Bab ini terbagi menjadi dua bagian. Bagian pertama mencakup stuktur organisasi yang terdiri dari cara merekrut tenaga kerja, gaji, dan jam kerja pegawainya sedangkan bagian kedua membahas mengenai deskripsi pekerjaan dan spesifikasi yang dibutuhkan untuk bekerja di Sunny Yoghurt Cup.

Semua aspek keuangan bisnis terdapat pada bab terakhir.

Aspek-aspek tersebut adalah pemasukan, pengeluaran, net cash flow,

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Maranatha Christian University viii

EXECUTIVE SUMMARY

For people who love consuming healthy and practical food, Sunny

Yoghurt Cup is the place. Unlike the other sellers, Sunny Yoghurt Cup

serves vanilla flavor yoghurt. This flavor will maintain the flavor of other

ingredients. Sunny Yoghurt Cup offers a variety of healthy toppings, which

customers can choose. The toppings are fresh fruits, nuts, chocolate, raisin,

cereal, cookies, and pudding. Besides cookies, all toppings contain fiber,

antioxidants, and vitamins which are healthy for our body. Therefore,

Sunny Yoghurt Cup is dedicated for people who are more concerned about

healthy food.

Sunny Yoghurt Cup is also located at a strategic place, which is Paskal

Hyper Square, Bandung. There are varieties of food sold at this place and

they are sold at a more affordable price. Paskal Hyper Square has cool

atmosphere with many trees and a pond. Therefore, many people come to

Paskal Hyper Square every day.

Sunny Yoghurt Cup also offers the product at a more affordable price

than the other places who sell yoghurt with toppings. This aspect is another

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Maranatha Christian University For the capital, Sunny Yoghurt Cup needs IDR 12,601,500. In one year,

Sunny Yoghurt Cup will get profit of IDR 33,468,660. Sunny Yoghurt Cup

will have the payback period in the second month.

Based on the above facts, it is not impossible that many people will like

Sunny Yoghurt Cup. With the high quality and the more affordable price,

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Maranatha Christian University

TABLE OF CONTENT

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 ………6

CHAPTER III. OPERATIONAL ASPECT ………12

CHAPTER IV. HUMAN RESOURCES ASPECT ………...18

CHAPTER V. FINANCIAL ASPECT ………....25

BIBLIOGRAPHY

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Maranatha Christian University 1

CHAPTER I

BACKGROUND

1.1 Background of the Study

These days, more people are getting busy with their work without

regular breaks. Because of this, they have an unhealthy food consumption pattern. Ironically, these people are also concerned about healthy food. In the past, people chose food to fulfill their hunger; now, demands for nutritious foods are increasing because more and more diseases are

caused by consuming unhealthy foods (“Memperhatikan Kebutuhan

Nutrisi” par. 2). In addition, because people nowadays are busy, they want

to eat food that is practical. It is stated that today most people have many schedules and responsibilities, giving them little time to eat, especially to eat healthy food. (“Eat Right, Enjoy Life!” par. 1 & 2). Based on these

situations, I plan to run a food business which serves healthy and practical food.

I plan to run a food business, called Yoghurt Cup. I choose yoghurt because it is a healthy food containing probiotics. It is stated that

probiotics are needed to boost the immune system (“Probiotik Tingkatkan

Kekebalan Tubuh” par. 1). This immune system is important for today’s

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protein. Calcium is highly beneficial for strong bones and teeth. Moreover,

it also encourages the body to maintain normal weight or lose weight. Protein in yoghurt is good for curbing our appetite and helping us feel full

for a longer period of time (“The Healthful Benefits of Yogurt” par. 3).

Therefore, yoghurt is suitable for people who are concerned about healthy food. I also choose to run this business because many people have

become aware that yoghurt is good for our body and it is also tasty. It is mentioned that yoghurt is one of the healthiest foods. It is processed milk with the help of certain bacteria. Moreover, more and more people

consume yoghurt (“Percaya, Orang Indonesia Makin Senang Yoghurt” par. 1). The bacteria in yoghurt are good for the body. Therefore, people

nowadays like consuming yoghurt.

My business, Yoghurt Cup, is dessert made by layering yoghurt with other ingredients such as fresh fruits, nuts, chocolate, raisin, cereal,

cookies, and pudding. I pack my product into a plastic cup. Therefore, it will be easier for customers who like practical food to have it as a take away.

My business will be named Sunny Yoghurt Cup. The word “sunny” means bright and cheerful. Therefore, besides offering a healthy and

practical product, I would like to make people feel bright and cheerful after consuming my products. The target market of my business is teenagers and adults who have the characteristics of being productive and practical.

These people are the most suitable target for my business because my business offers healthy and practical food.

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sells many kinds of food. Paskal Hyper Square provides 1,100 kinds of

food and drinks, from traditional Indonesian to international menus. This condition makes many people come to this place to choose their favorite food. Moreover, many foods sold in this place are made by order at a

more affordable prices compared to food sold at malls. Based on these factors, Paskal Hyper Square is a suitable location for my product. Sunny Yoghurt Cup is produced on the spot and the price is also affordable.

1.2 Unique Selling Preposition

The uniqueness of Sunny Yoghurt Cup is on its product. Sunny Yoghurt Cup offers yoghurt with vanilla flavor which other competitors do not have. Sunny Yoghurt Cup chooses vanilla flavor to maintain the flavor of the other ingredients. Customers can also choose their own toppings outside the menus. Therefore, they can choose more than one topping or

make a combination of toppings, according to their wish. The other uniqueness is the appearance of the product. Sunny Yoghurt Cup uses a transparent cup as the container. Therefore, the product looks attractive because customers can see the layers of the ingredients.

1.3 SWOT Analysis

SWOT Analysis is needed to define the strengths, weaknesses, opportunities, and threats of a business. Johnson, Scholes, and

Whittington emphasize that “SWOT summarizes the key issues from the business environment and the strategic capability of an organization that

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performing SWOT Analysis is important in running the business in order to

make the business run successfully. The next paragraphs explain the strengths, weaknesses, opportunities, and threats of Sunny Yoghurt Cup.

1.3.1 Strengths

The first SWOT analysis is strength. Pearce and Robinson state that strengths are special qualities that a company has and which also suitable with the needs of the markets (167). The strength of my business is the healthy ingredients of my product. The ingredients fulfill the need of people

for having healthy food. Besides cookies, the toppings of my product also contain fiber and antioxidants. The other strength is good service. It is stated that “Good service is an important part of a diner’s experience” (Elizabeth Downer par. 1). Therefore, I will train the staff to always serve consumers friendly by greeting consumers when they come to our stand

and also when they leave our stand, and to always smile when serving consumers.

1.3.2 Weaknesses

Weaknesses are the internal conditions that keep a business from

developing. It is stated that “Weaknesses are the qualities that prevent us from accomplishing our mission and achieving our full potential” (“SWOT

Analysis” par. 4). The weaknesses of my business regard the main

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becomes the weakness because not all people like vanilla flavor. There

are people who want other flavors, such as strawberry and blueberry. To overcome this weakness, customers can choose the flavor which they like for toppings.

1.3.3 Opportunities

According to Pearce and Robinson, opportunities mean “a major

favorable situation in a firm’s environment” (166). The opportunity of my

business is the product I offer is healthy food, since people are concerned

about healthy food these days. Therefore, I have an opportunity to develop this business. Moreover, the prices that I offer are cheaper than the other yoghurt businesses, such as Red Mango and Sour Sally. Red Mango and Sour Sally are businesses that sell frozen yoghurt with toppings as well.

1.3.4 Threats

Pearce and Robinson maintain that “a threat is a major unfavorable

situation in a firm’s environment” (166). Based on the statement, my

business’s threat is that there are some competitors who also sell products

which contain yoghurt at Paskal Hyper Square. They are Cherish, and

Cisangkuy yoghurt. And for outside Paskal Hyper Square, there are Sour Sally and Red Mango.

Despite the threats and weaknesses, Sunny Yoghurt Cup will become

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Kotler, Philip, and Kevin L. Keller. Marketing Management. New Jersey:

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Pearce, John A., and Richard B. Robinson, Jr. Strategic Management:

Formulation, Implementation, and Control. New York: McGraw-Hill/

Irwin, 2005.

Robbins, P. Stephen. Organizational Behavior. New Jersey: Upper Saddle

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