Treasure Traveling Organizer : A Business Plan.

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Maranatha Christian University

ABSTRACT

Treasure Traveling Organizer merupakan sebuah bisnis yang bergerak di bidang jasa pariwisata Bandung. Treasure Traveling Organizer menyediakan jasa penyediaan informasi yang lengkap

mengenai pariwisata Bandung yang penting untuk membantu turis-turis yang tidak mengenal kota Bandung, sehingga mereka dapat menikmati perjalanannya. Selain itu, Treasure Traveling Organizer juga menyediakan jasa mengatur rencana perjalanan di kota Bandung sesuai dengan

kebutuhan, keinginan, serta anggaran biaya turis-turis tersebut. Di dalam penulisan business plan ini, saya juga memaparkan kekuatan, kelemahan, kesempatan, dan ancaman yang akan dihadapi oleh bisnis ini.

Target pasar dari bisnis ini adalah turis internasional, baik pria maupun wanita berumur 20 hingga 40 tahun yang berasal dari Belanda dan

mempunyai pendapatan 2,000 hingga 3,000 Euro per bulan, suka bepergian dan merupakan pelanggan yang setia, sehingga setiap kali mereka mengadakan perjalanan ke Bandung, mereka akan menggunakan jasa Treasure Traveling Organizer.

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EXECUTIVE SUMMARY

Tourism never dies because people who work or students who study,

need a refreshing time for them to take a break from their regular activities.

Especially in Bandung, it has been proved that many tourists come to this

city to enjoy their trip. Treasure Traveling Organizer is the best choice for

tourists in having their holiday and trip in Bandung, because this business

provides Bandung tourism information and traveling plan for them who

want to have a trip effectively with their family or friends.

Traveling Organizer will provide two services that help tourists in

having their traveling in Bandung. The services are providing important

information of Bandung tourism and arranging traveling plan suitable to

tourists’ needs, interest, and budget. These services are different from any

other travel agents in Bandung. The target market of Treasure Traveling

Organizer will be foreign tourists who come from Netherland, has income

of 2,000 to 3,000 Euro per month, man or female aged 20 to 40, who like

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Maranatha Christian University In running the business, Treasure Traveling Organizer needs

35,415,000 IDR as an initial investment. The cash inflow starts at

363,750,000 IDR, increases 5% on some prices in every year by an

assumption of 5% inflation rate according to Bank Indonesia, and reaches

442.140.398 IDR. Moreover, the cash outflow will start at 207,781,000 IDR

up to 253,397,230 IDR in the fifth year. As a result, the net cash flow will

be start at 155,969,000 IDR and reach 188,743,168 IDR in the fifth year.

Moreover, based on the net present value, Treasure Traveling Organizer

is a feasible and acceptable business. As a conclusion, based from the

reasons above, Treasure Traveling Organizer is a profitable and

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Maranatha Christian University

CHAPTER I

BACKGROUND

1.1 Background of the Business

Bandung is known as Paris van Java, also the provincial capital of

West Java and the fourth largest city of Indonesia as is stated in the

statistic data of GeoNames (par. 1). Factory outlets, shopping centers, and

restaurants make Bandung full of tourists who come from many cities in

Indonesia, and even from abroad, especially in the weekends. The statistic

data of Disbudpar (Dinas Perhubungan dan Pariwisata) Bandung in the

article “Satu Juta Sehari untuk Pakaian” in Tribun Jabar edition 12

December 2008, shows that in October to December 2008, the number of

foreign tourists who came to Bandung was 43,543. Also, as many as

548,352 domestic tourists came and stayed in various hotels in Bandung

in the same period of time. Because of this situation, Bandung is called a

tourism city (par. 16). Moreover, West Java Specialties states Bandung

offers various kind of food. They say that “every visitor will be able to find

something to their liking” (par. 1).

The expectations of tourists who come to Bandung are to visit all the good

places and enjoy the traveling. However, as stated in the article

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February 2009”, according to Gai Suhardja, traffic jam becomes worse in

Bandung, especially in shopping centers and malls area at weekends.

Consequently, traveling in Bandung becomes ineffective because tourists

do not know the destinations to go and must face crowded roads,

especially in weekend.

Departing from previous explanation, I would like to open a traveling

business, called Treasure Traveling Organizer (henceforth, TTO). TTO is

established to help tourists solve the problems that they face when they

have their tour in Bandung and to make their traveling effective and

efficient. „Effective‟ in The Free Dictionary by Farlex means able to

accomplish a purpose. And „efficient‟ means being effective without

wasting time or effort or expense. TTO will help tourists in arranging their

traveling by choosing the destinations that are in one location in a day. As

an example, some tourists are going to Lembang to have their trip. TTO

will arrange the destinations to visit in a day at Lembang. If there is some

spare time, they are going to other place near Lembang. Therefore, they

are not going to waste time because the trip has been arranged well by

TTO.

TTO also helps tourists to get tourism information in Bandung such as

hotels, transportation, mall, shopping center, or museum. It is available

when tourists want to arrange the travel by themselves. Also TTO provides

a service which is arranging traveling plan for tourists during holiday in

Bandung. All of the destinations that the tourists will visit are adjusted with

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3 Maranatha Christian University TTO also offers a tour guide for the tourists to go traveling. Usually, in

other travel agents, tourists have to join one group to go to several places

that have been chosen by their travel agents, although there might be

some places which are not of their interest. That will not happen with TTO.

In fact it will offer a discretionary for tourists according to their interest. In

the end, the tourists will go to many more destinations than if they use

travel agent‟s service.

1.2 SWOT Analysis

The overall evaluation of a company‟s strengths, weaknesses,

opportunities, and threats is called SWOT analysis as Philip Kotler and

Kevin Lane Keller stated in their book entitled Marketing Management

(51). There are two strengths that TTO has. Firstly, TTO provides a

different and special service for the tourists compare to the common travel

agents in Bandung. Common travel agents only offer packages of

destinations and the tourists have to stick on that list. Secondly, they do

not organize the tourists‟ traveling plan according to the tourist‟s interest.

Therefore, they are called travel agents, not a traveling organizer. Here,

TTO gives two special services. First, TTO offers tourism information to

help tourists to get complete information. Second, TTO offers a service to

organize traveling plans that are suitable with the tourists‟ interest, time,

and budget.

Second, this business is simple to run. This company only needs to

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4 Maranatha Christian University agent does. TTO works through internet, therefore a small office will be

enough. The things that have to be prepared are internet connection and

staffs who are qualified in interacting in Dutch and English with tourists,

and the most important thing is the service itself.

The weakness of this business is that in the business world, TTO is a

new-born baby. It means TTO has not been known by international tourists

and Bandung citizens. Consequently, the business still does not have any

link to many parties who contribute in running this business, for example

hotels, restaurants, and many more. For the first year, TTO has to work

hard to get links as many as it can. Also, TTO will make a website to

promote the service to the market. Otherwise, it cannot win in the

competition with any other businesses.

The opportunity of this business is the condition of Bandung itself. Isni

Wahyuningsih says in her research that at most visitors of East Java,

Middle Java, and West Java are from Japan, Taiwan, France, German,

and Netherland (par 6). TTO chooses Netherland to become the target

market because based on interview that has been done in a well-known

travel agent, among all foreign tourists, the most visitors to come are those

from Netherland. TTO runs to respond the tourist‟s needs while they spend

their time in Bandung.

This business also has a threat which is the negative stereotype of Indonesia. Refering to an article written by Isni Wahyuningsih entitled

“Dampak Bencana pada Sektor Pariwisata di Situs Warisan Budaya

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5 Maranatha Christian University things related to social economic condition, security, health, and politic

situation of a country or the traveling destination, especially foreign tourist

(par 8). Lately, Indonesia has already faced many problems, but the

biggest problem that Indonesia has to face is the wrong perception of

foreigners which consider Indonesia as a terrorist country. As Endy M.

Bayuni says in Yale Global that terrorism becomes a serious threat to

Indonesia (par 3). It happens because the terrorists created

massive-destruction to some major hotels in Indonesia. Consequently, in the

viewpoint of many tourists, Indonesia is not a safe country to visit.

In addition, health issue becomes a big problem also for tourism

industry in Indonesia. Avian flu has already become the reason why

tourists do not want to visit Indonesia. They feel insecure with this healthy

issue.

The vision of this business is to make a great profit by satisfying every

tourist with the service that TTO offers in West Java. In order to reach the

vision, there is a mission to reach, which is to give the best service

according to tourists‟ needs and interest for having a tour in Bandung.

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TTO‟s Logo

This logo means that TTO is the treasure itself, especially for tourists

who come to Bandung to get another treasure which is experiencing the

vacation in Bandung with TTO‟s service. This business itself is located at

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