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ABSTRACT
Xiang Gu adalah sebuah bisnis makanan yang menyediakan bakut
dengan campuran obat-obat China. Selain itu, Xiang Gu juga mempunyai dua pilihan, yaitu bakut teh dan bakut kukus. Keunggulan makanan yang Xiang Gu tawarkan adalah menambah darah dan menjaga kesehatan.
Lokasi untuk membuka bisnis ini adalah di Jalan Babakan Jeruk nomor 9, Bandung. Pemilihan lokasi tersebut dekat dengan Universitas Kristen
Maranatha, dan ada banyak tempat kos di daerah Surya Sumantri.Target market dari Xiang Gu adalah mahasiswa dan dosen Maranatha. Pendapatan mereka sekitar Rp1,500,000 sampai dengan Rp6,000,000, karena itu Xiang Gu menjual bakut dengan harga Rp13,000 satu porsi. Dengan harga
terjangkau, Xiang Gu menawarkan porsi yang lebih banyak dan kualitas yang lebih baik.
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Executive Summary
China is a country with ancient civilization for more than five thousand
years. Nowadays, more and more foreigners come to China to learn Chinese
culture and enjoy the Chinese delicious food, including Indonesians. A lot of
Indonesian people like the Chinese food, even the Chinese traditional medical
food, which is famous for health.
Xiang Gu sells the traditional Chinese medicine food, i.e. short ribs. The
short ribs are cooked with traditional medicine as its ingredients and the
special taste would attract a lot of consumers from Indonesia. The taste is
more delicious and healthy than the similar cuisine offered by other restaurant.
Xiang Gu is located at Jalan Terusan Babakan Jeruk number 9, Bandung.
The potential customers of Xiang Gu will be students and lecturers from
Maranatha Christian University.
My initial investment is about Rp23,500,000. The cash outflow of my
business is around Rp12,600,000 per month. This condition applied if my food
stand sells forty portions per day, and I will get cash inflow about
Rp15,600,000 per month, thus the cash flow is Rp3,000,000 per month. In the
Maranatha Christian University period will be a short time, which is only in less than eight months. This
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TABLE OF CONTENTS
TITLE PAGE………...………i
DECLARATION OF ORIGINALITY………. …...ii
FRONT COVER OF THE BUSINESS PLAN……….…..iii
APPROVAL PAGE………...iv
TABLE OF CONTENTS………...v-vi ABSTRACT………..vii
EXECUTIVE SUMMARY………...……..……….viii-ix
CHAPTER I. BACKGROUND………...………..…1-4 1.1. Background of the Study
1.2. Unique Selling Position 1.3. SWOT Analysis
CHAPTER II. MARKETING ASPECT……….…….……...5-10 2.1. The Marketing Strategy
2.2. The Marketing Mix
CHAPTER III. OPERATIONAL ASPECT………..11-15 3.1. Production Process
3.2. Location and Site
3.3. Layout
Maranatha Christian University 5.3. Cash Out Flow
5.4. Cash Flow
5.5. Capital Budgeting Method 5.6. Conclusion
BIBLIOGRAPHY
APPENDICES
Appendix 1: The Example of Stewed short ribs Appendix 2: The Example of Short ribs in tea Appendix 3: The questionnaire
Maranatha Christian University 1
Chapter I
Background
1.1 Background of the study
China is a country with ancient civilization for more than five thousand
years. According to Freeloop, if “the foreigners come to China, they must
try Chinese food” (par. 1). Freeloop states that more and more foreigners
come to China to learn Chinese culture and enjoy the Chinese delicious
food. Chinese people pay attention to food very much, especially to the
Chinese traditional medical food. The medicine is different from Western
medicine. Medlar (gou qi zi) and angelica (dang gui) are two kinds of the
most famous medicines in China, which can be used for treating illness,
and also can be used for cooking. According to Poptool.net, “medlar and
angelica have the role of blood” (par. 1). It believes that people’s blood will
be enriched by eating those kinds of medicines.
Being consistent with Chinanews.com.cn, “more and more people
began to care about how to eat healthy” (par. 3). It states that nowadays
more and more people care about keeping their good health by eating
healthy food. The survey shows that 98 percent of respondents want to
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Based on the advantages of Chinese medical food, I choose this kind
of food for my business plan. My product is not an ordinary Chinese food, I
sell Chinese traditional medical food. My main menus are short ribs in tea
– locally named bakut teh, and the stewed short ribs. Based on my main
menu, I choose XG as my business name that means savory short ribs.
Around Surya Sumantri, there are many lodgings; a lot of students of
Maranatha also live there. There are not many restaurants selling the
Chinese traditional medical food in that area. I expect that not only the
students and the lecturers of Maranatha would come but other people
would also like to eat short ribs at my place.
1.2. Unique Selling Position
I plan XG stand will be located in Pondok Dewi at Jalan Terusan
Babakan Jeruk number 9, Bandung. The short ribs in tea are cooked in an
original way with complete ingredients. The ingredients are angelica,
medlar, white pepper, clove, cinnamon, nutmeg and garlic. The taste of
stewed short ribs is different from others because they are cooked with
medlar and angelica.
The main product usually served with rice. But they also can be served
with noodles or thin rice noodles.
The product will be served together with a glass of Chinese tea.
According to Freeloop, “tea can decrease the fat of pork” (par. 3). Thus,
Maranatha Christian University 3
1.3 SWOT Analysis
It is mentioned in Wikipedia that “SWOT analysis is a strategic planning
method used to evaluate the Strengths, Weaknesses, Opportunities, and
Threats involved in a project or in a business venture” (par. 1). This
analysis is applied in my business in each paragraph below.
The strenghts of my business are the product and competitors. There is
a competitor food stand named Daisuki in Pondok Dewi, it also sells short
ribs. However, sometimes they sell cold short ribs; they are cooked a few
days before. It seems that they do not heat the food until boiled;
consequently, it is not good for the customers’ health. In XG stand, all of
short ribs are freshly cooked every morning before the stand opens. The
short ribs are bought from Kosambi market every two days; hence XG
never sells the cold food to the customers. There is another competitor
food stand named Bagan in Inti Laut Food Court that also sells short ribs
in tea; however, the short ribs consist of three or four small chops, while
XG sells five chops of short ribs.
The opportunities of my business are customers’ tendency and facility.
Based on the questionnaire, all respondents have the same habit that they
want to try new things, and 80 percent respondents like eating pork, most
of them like to try new culinary for eating pork, that is an opportunity for
the brand of my new food stand. There is another opportunity for the
location of Xiang Gu, i.e. Pondok Dewi food court which has free hot spot
facility; thus, that the customers can access the Internet there while they
Maranatha Christian University 4
The weaknesses of my business are recognition and product. My brand
new food stand has not been recognized yet. Thus, I should spend money
to advertise products. I will buy a banner and put it in front of the door to
attract the potential customers. The potential customers will be students
and lecturers from Maranatha Christian University, and also people who
live along Suria Sumantri and around. Another way to make my stand
recognized is by using word of mouth method. I will invite my friends to
come and try the food; thus, they will invite their other friends and families
to enjoy it. My other weaknesses is the menus that only offer six kinds of
short ribs. It is quite hard to compete with Daisuki and Bagan because
they do not only sell short ribs, but also other kinds of food. Therefore, in
the beginning of business, I will concentrate in cooking those six kinds of
menus, to make them special.
The threat of my business is the culture and health issues in
connection with pork. Dishes which contain pork face threat of Indonesia
local culture, Moslem people are prohibited to eat it. Therefore, I focus on
Chinese and non-Moslem people as my potential customers. In addition,
people who get high cholesterol also cannot eat these, especially the old
people; thus, Xiang Gu concentrates on the young people and the people
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Bibliography
Printed Sources
Kotler, Philip, and Gary Armstrong. Principles of Marketing. New Jersey:
Pearson Education, 2004.
Chase, Richard B., F. Robert Jacobs, and Nicholas J. Aquilano.
Operations
Management for Competitive Advantage. New York: The McGraw-Hill
Companies, 2004.
Scott, Snell, and George Bohlander. Human Resource Management.
Mason:
Thomson, 2007.
Electronic Sources
Freeloop. “Eat these things,then you will be lucky!” Foreignercn. 3 August
2008. 09 March 2009. <http://www.foreignercn.com/bbs/viewthread.php?
tid=29316&page=1&authorid=23538>
“Chinese Medicine.” Poptool. 09 March 2009. <http://www.poptool.net
/health/dir_cndrug/f_1/dir_16/zhongyao_318.html>
“Eating Health.” Chinanews. 02 March 2009. 09 March 2009. <http://www.
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