PT.Busana Terus Jaya : A Business Plan.

(1)

Maranatha Christian University

Abstract

Era globalisasi ini menjanjikan suatu peluang dan tantangan bisnis baru bagi perusahaan yang ada di Indonesia tetapi dari hasil pengamatan saya, pengusaha di Bandung yang mengembangkan usaha garmen belum banyak. Oleh karena itu saya berminat untuk menggeluti usaha garmen karena saya melihat peluang usaha ini akan memberikan masa depan yang baik. PT. Busana Terus Jaya adalah perusahaan garmen yang memiliki visi untuk bersaing di pasar internasional dengan memproduksi pakaian yang berkualitas tinggi.

PT. Busana Terus Jaya mampu memproduksi pakaian dengan desain dan kuantiti sesuai dengan permintaan pembeli dan mampu memproduksi model yang rumit. Kekurangannya adalah jika kuantiti yang diminta pembeli lebih rendah dari jumlah order minimal, namun perusahaan tetap memproduksinya sehingga harganya menjadi lebih mahal. Pertumbuhan industri garment domestik adalah 6-8% per tahun, maka ini adalah peluang bagi PT. Busana Terus Jaya. Ancaman dari bisnis ini adalah saingan dari industri garmen lainnya di dunia seperti Cina, Bangladesh, India atau Vietnam.

Tujuan utama dalam menjalankan bisnis garmen ini adalah selain mencari laba juga untuk memberikan kepuasan terhadap konsumen, karena dalam kondisi pasar yang kompetitif, preferensi dan loyalitas pelanggan adalah kunci kesuksesan.

(2)

Executive Summary

Indonesian garment industries are recovering after the crisis in 2008

and the fall of garment industries in 1998. This condition gives a promising

opportunity for starting a new business in the garment industry. PT. BUSANA

TERUS JAYA takes this opportunity and tries to participate in the business

world in Indonesia by exporting high quality products. In 2008, Indonesia was

the 8th largest clothing exporter after China, Hong Kong, Turkey, India,

Bangladesh and Vietnam. PT. BUSANA TERUS JAYA believes that it can

help Indonesia to higher this rank by increasing the clothing export quantity.

The target market of PT. BUSANA TERUS JAYA is the branded

buyers from Europe, Asia, and The United States which like buying clothes in

a low price with a premium quality. The differentiation of the products is that it

combines knitting and woven. The company produces simple to complicated

design that has more than 50 processes from the buyers with very

competitive price which is $12 only.

PT. BUSANA TERUS JAYA will be located in Majalengka because the labor

cost is 30% lower than in Bandung. Therefore, the price of the products will

be much cheaper and affordable. The initial investment is 29 billion rupiahs,

(3)

Maranatha Christian University 3 years and 1 month, and will get the benefit of approximately 20 billion

(4)

CHAPTER I

INTRODUCTION

1.1 Background of the Study

Beside food and shelters, clothing is human’s basic needs. Nowadays,

clothing is important because it is one kind of a lifestyle. Redma Gita in the

article “Clothes: From Basic Need to Lifestyle” says that, “fashion is now

still being considered as primary need…A consumer is not only wearing

clothes as a tool to cover body but also make the clothes as lifestyle or

fashion for pleasure.” (1-4) People care about how they look and want to

be proud of their image, and they have fun in the process of choosing the

clothes. According to freedictionary website, a lifestyle is a way of living

that reflects a person’s values; for example, someone who likes wearing a

t-shirt will prefer to buy t-shirts because it is possible that he or she values

(6)

2 Maranatha Christian University From time to time fashions grow fast. Today, variations in fashion

offered by fashion designers and garments are more appreciated. Melissa

Schweiger says in the article “Why Fashion Trends Will Never Die”that “in

today's culture we are fortunate enough to not have to follow one singular

trend to be fashionable…people now dress the way they see themselves,

choosing looks that flatter their bodies and fit their lifestyles” (4). This fact

is good for garment industries to grow, because people appreciate more

variations in fashions more and have wider choices.

Indonesian garment industries are still considered to be important by

many local and foreign buyers as one of the good quality garment

producers. In the article “Trade and Trade Policy: The World's Leading

Clothing Exporters and Key Markets”, it is said thatin 2008, Indonesia was

the 8th largest clothing exporter after China, Hong Kong, Turkey, India,

Bangladesh and Vietnam (1). The article also says that “However, there

were falls in exports from Hong Kong, Mexico and Turkey. Moreover, it is

likely that the global economic downturn will have negatively affected the

prospects of these industries further in 2009. As a result, there is a

pressure on policy makers to create growth opportunities in 2010” (1). The

falls in exports from Hong Kong, Mexico and Turkey create an opportunity

for Indonesian factories to export more, and there will be opportunities to

grow in 2010. My research in PT. Busana Cemerlang, one of Indonesian

garment industries, proves that Indonesian products can survive in the

(7)

3 Maranatha Christian University Therefore, I am interested in the garment industry, I will name the

company PT. Busana Terus Jaya (henceforth, PT. BTJ). The meaning of

PT. BTJ is “Busana” means clothes, and “Terus Jaya” means keep

successful. I choose the name because I want PT. BTJ to always succeed

in every situation and condition. PT. BTJ is a garment business that

produces various ladies and men’s clothing such as; sweatshirts, jackets,

pants, shorts, blouses using knitted and woven materials. PT. BTJ

concentrates in clothing industry because it has the largest market of all

fashion industries.

PT. BTJ will be located in the district of Majalengka, West Java. I

choose district of Majalengka, West Java because the labor cost there is

30% lower than in Bandung. The current basic salary in this district is

approximately Rp. 790,000,- while in Bandung we have to pay Rp.

1,118,000,- per month. The production capacity of the factory is reaching

80,000 to 100,000 pieces per month. The size of this location is estimated

to be approximately 1 hectare = 10.000m2.

1.2 SWOT Analysis

The company’s strength is that PT. BTJ is capable to produce quite

complicated styles (please read “Product” on 6 page and “Production

Process” on page 13). Not only that PT. BTJ is willing to learn everything

about clothing but also to keep updating models, including new pattern,

(8)

4 Maranatha Christian University of fabrics and sewing such as control of dimensional stability, colour

accuracy, size measurement, accessories and packaging. Moreover, PT.

BTJ has applied for “Kawasan Berikat” to The Minister of Finance.

“Kawasan Berikat” is a licence from the government to load and seal the

goods containers by the company itself, hence it is unnecessary to

supervise the goods until it is shipped from Jakarta. The shipment will be

more efficient for the company when PT. BTJ has been certified with

“Kawasan Berikat”, then the company does not need to pay import taxes

for all imported materials.

The weakness of my business is the high selling prices, it happens

when a buyer order clothing with specific design in a small quantity. It

means, the production system must be carefully planned and organized. In

addition, the company also wants to maximize efficiency and production

output by carefully setting production schedules to avoid high cost. The

style which is ready to be produced goes into sewing line first.

However, it can also provide an opportunity if we market the products

well, it is because of growth of domestic garment industry is approximately

6-8% per annum. It is a large potentiality for the domestic garment

industries to produce the goods to cater the needs of international market.

Thus, the company keeps its image by keeping the quality of our products

and services, for example: on time delivery order to buyers, good quality.

As the current global financial crisis still occurs, the recession is a

threat for PT. BTJ. Beside that, PT. BTJ has competitors from other

(9)

5 Maranatha Christian University Vietnam. In addition, the competitor comes from Indonesia itself, such as

other garment factories in some cities in Indonesia. For example:

competitor which is from Bandung area, such as PT. Busana Cemerlang

located in Soekarno-Hatta. The company offers offer more and more

competitive price to the buyers. Besides, there is also an internal problem

in the country itself concerning the salary cost of the worker increases

10% every year. Thus, sometimes it is difficult to balance the price and

(10)

BIBLIOGRAPHY

Printed sources:

Bohlander George and Scott Snell. Managing Human Resources. 2009. Cengage Learning: Kentucky

Garrison, Ray and Eric Noreen and Peter Brewer. Managerial Accounting 12E. 2007. McGraw-Hill: Ohio

Electronic sources:

Cooper, Stuart. "Cash Inflow." Superiorinvestor.net. 2003. 5 March 2010.

<

http://www.superiorinvestor.net/investor-definitions/stock-valuation/fundamental-analysis/cash-inflow.html>

"Franschise Glossary". hjventures.com. 2004. 5 March 2010.

<http://www.hjventures.com/franchise/franchise-glossary.html>

Gita, Redma. "Clothes: From Basic Need to Lifestyle." indotextiles.com. 6 May 2008. 10 June 2010.

<http://www.indotextiles.com/index.php?option=com_content&task=view&i

d=304&Itemid=62>

Pietersz, Graeme. "Payback Period." 2005. 5 March 2010.

<http://moneyterms.co.uk/payback-period/>

Schweiger, Melissa. "Why Fashion Trends Will Never Die." stylelist.com. 23nJanuary 2010. 10 June 2010.

<http://www.stylelist.com/2010/01/23/fashion-trends-will-never-die/>

"Trade and trade policy: the world's leading clothing exporters and key markets." the-infoshop.com. May 2010. 10 June 2010.

<

http://www.the-infoshop.com/report/tex119780-leading-clothing-exporters.html>

thefreedictionary.com. 2009. 10 June 2010.

<http://www.thefreedictionary.com/lifestyle>

Ward, Susan. "Cash Flow Analysis." about.com. 2010. 5 March 2010.