Taco Mania : A Business Plan.

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Maranatha Christian University

ABSTRACT

‘Taco Mania’ merupakan usaha kuliner yang menawarkan sajian asal Meksiko, yaitu Taco. Taco merupakan salah satu makanan tradisional khas Meksiko. Taco terbentuk dari tortilla yang digoreng sampai renyah dan diisi dengan daging atau sayuran yang telah diolah. Tortilla sebagai bahan utama Taco yang merupakan makanan khas Meksiko dan

berbahan dasar jagung sehingga baik untuk kesehatan dan digunakan sebagai makanan diet di Meksiko.

Saya tertarik untuk mencoba membangun usaha ini karena perkembangan bisnis kuliner di Bandung saat ini meningkat. Sejak berdirinya lajur bebas hambatan Cipularang yang mempercepat

perjalanan dari Jakarta menuju Bandung, kota Bandung menjadi semakin ramai terutama akhir pekan, karena banyak pengunjung dari Jakarta yang menghabiskan akhir pekan di kota Bandungi. Pengunjung dari kota lain yang singgah ke Jakarta banyak yang menyempatkan datang ke Bandung untuk menikmati pemandangan dan kuliner di Bandung.

Taco makanan khas Meksiko menjadi pilihan usaha kuliner saya

karena usaha-usaha kuliner lain yang menjajakan makanan khas Meksiko di Bandung jumlahnya masih sedikit. Selain itu, saya melihat antusiasme orang-orang Bandung serta para wisatawan terhadap sesuatu yang baru. Disisi lain makanan Meksiko memiliki rasa yang menonjol dan sesuai dengan lidah orang Asia yang terbiasa dengan makanan-makanan dengan rasa yang tajam.

‘Taco Mania’ bukan merupakan sebuah restoran dan mewah, tetapi merupakan sebuah stand berukuran sedang yang menciptakan suasana Meksiko di dalamnya, dan dapat menjadi tempat yang nyaman untuk dikunjungi. Visi saya adalah untuk memiliki cabang-cabang ‘Taco Mania’ di berbagai kota dan tempat, sedangkan misi saya saat ini adalah untuk

membangun ‘Taco Mania’ di Bandung dan berusaha untuk menjadikan

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EXECUTIVE SUMMARY

Have you ever thought about fast food with a Mexican taste? People

can find a Mexican taste without visiting a Mexican restaurant and waiting

for a long time to eat by going to ‘Taco Mania’.‘Taco Mania’ is a medium

sized stand which offers Taco, a traditional Mexican food which is made

from tortilla filled with beef, chicken, or vegetable. Tortilla is basically was

made from corn that is good for our diet and for our health.

Nowadays, Bandung has become one of the cities in Indonesia that is

famous for its culinary. Since the building of was a highway from Jakarta to

Bandung, called Cipularang, many people from Jakarta and other cities

come to visit and enjoy the culinary in Bandung. There are so many

culinary businesses in Bandung, but until now there are a few some

restaurants which offer Mexican food. That is why I am interested to open

‘Taco Mania’ as my business in Bandung.

I choose Mexican food because the taste of Mexican food is spicy and

it is compatible with Asian people. Another reason is that some restaurants

in Bandung which offers Mexican food do not have a specialty in Taco. In

‘Taco Mania’ people can choose their Taco filling and enjoy Taco with their

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Maranatha Christian University I choose PVJ (Paris Van Java) for the location of ‘Taco Mania’ because

PVJ is one of the famous malls and shopping centers in Bandung. It is

always full of people who wants to hanging out, relax and also eat. There

are so many restaurants and stands there which are always full of people.

‘Taco Mania ‘ initial investment is 78,131,000 IDR. And after 10 years

the net present value of ‘Taco Mania’ is 434,406,134 IDR. So, from the

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CHAPTER I

BACKGROUND

1.1. Background of the Study

Bandung is one of the famous cities in Indonesia for tourism. Many

tourists come to Bandung to spend their holiday or their weekend. The

tourists, either domestic or foreign, really enjoy spending their holiday

or weekend in Bandung because Bandung is not only famous for its

beauty and friendly people but also for its wide variety of food. Because

of this many people try to make culinary businesses in Bandung and try

to attract tourist attention by making many creations of food that are

unique and easy to serve.

The growth in the culinary business in Bandung motivates me to

use my cooking skill to establish a culinary business. I have already

chosen one special light meal for my business, and this will attract

people who like to try unique light meals. The light meal is Taco, a

traditional food from Mexico. Taco is basically made by filling the fried

tortilla with meat, vegetable, or another kind of filling. I choose this

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2 Maranatha Christian University something new for people in Bandung those who have never tasted it.

According to Stradley, “Taco also can be a snack or an entrée depend

on what will you put inside the tortilla” (par. 11).

My business name is „Taco Mania‟, because „Taco Mania‟ only

serves various kinds of Taco. The vision of my business is to have the

biggest Taco Restaurant in Bandung in 2013, and the mission of my

business is to establish „Taco Mania‟ in PVJ (Paris Van Java) in order

to introduce Taco as a light meal in Bandung. Stradley says that “Taco is simply a tortilla wrapped around a filling. Like a sandwich, the filling

can be made with almost anything and prepared in many different ways

(anything that can be rolled inside the tortilla will becomes a taco)” (par. 11). The superior qualities of my business compared to other

restaurant in Bandung which offer taco are:

Table 1.

„Taco Mania‟ Business Superior

Chicken minced meat will be taken from a good quality chicken farm for chicken filling

 I will choose “low fat” beef minced meat for beef filling

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 For the additional filling, I also choose products with a good quality

From the superior qualities mentioned above, I can see that „Taco Mania‟ will become an interesting and healthy meal for consumer to

choose, and people who like Taco will choose my product.

For my business, I will choose a small but strategic place. Matgiarso

states that “PVJ can attract the visitors for 40,000 people each day on weekends and for 15,000 –18,000 people on the weekdays” (par. 1). This is because the young and old generations like to hang out there.

Furthermore Taco can be enjoyed by all people and can be served in a

short time.

1.2. UNIQUE SELLING PROPOSITION

Before we start a new business, first we need to know our unique

business selling proposition. According to Entrepreneur Magazine, it is

stated that, “Unique Selling Proposition (USP) is the factor or

consideration presented by a seller as the reason that one product or

service is different from and better than that of the competition” (par. 1). The first uniqueness of Taco is because it is a traditional light meal

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the article says that, “Corn consists of so many carbohydrates that it can make her satisfied without eating rice” (par. 1). The last reason is because at „Taco Mania‟ you can choose whatever filling you like for your Taco.

The filling of a Taco can be chicken, beef, or vegetables for

vegetarians. People who are really hungry can choose to fill their

Tacos with a filling that is combined with potato cubes or spaghetti as

an addition, but people who only eat Taco as a light meal can choose

to fill their Taco with a light dish like a salad.

In „Taco Mania‟ I also serve simple beverages like tea, soft drinks, and Sarsaparilla as Mexican drink, so the customers will be able to

both eat and drink in „Taco Mania‟. I choose to serve simple drinks

because „Taco Mania‟ will be served as an express food and drink for people who are very hungry and do not want to waste their time.

1.3. SWOT ANALYSIS

Before make a new business, I first have to think about my business

strengths, weaknesses, opportunities, and threats. “The overall evaluation of a company‟s strengths, weaknesses, opportunities, and

threats analysis involves monitoring both the external and internal

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“Capture the key strengths and weaknesses of the company to describe the opportunities and threats of the company” :

S = In-depth industry experience and insight

W = The difficulty of developing brand awareness as a start-up

company

O = The ability to leverage other industry participant‟s marketing efforts to help the general market grow

T = Future/potential competition from an already established market

Participant (Kotler and Keller61).

After considering the theory from Kotler and Keller, I make my business

SWOT analysis as can be seen below:

Table 2.

SWOT analysis

easy to find in Indonesia, so we need to make the tortilla by ourselves (own production)

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Based on the categories :

 Fast food : J-CO, KFC, snack or an entrée, and can also be fast food, because in „Taco Mania‟ you can simply choose a tortilla filling that is already prepared. Even

though it is not a big portion, it can help to fulfill one‟s hunger.

From the table above we can see „Taco Mania‟ weaknesses are the tortilla is not always easy to find in Indonesia and must be served

hot/warm. Because the tortilla is not always easy to find, so I need to

make the tortilla by ourselves, which will take more time. The tortilla will

become a little bit soft/soggy if the taco is not eaten immediately, so the

taco cannot be taken away. This is because the fried tortilla will

evaporate in the packaging.

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7 Maranatha Christian University My business threats are divided into two categories, namely other

fast food companies, and Mexican restaurants. Other fast food

companies are J-Co, KFC, Raffels, Mc Donald, Frankfuter, etc. The

Mexican restaurant in Bandung is Amigos café resto and Chiladas

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BIBLIOGRAPHY

Printed Sources

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

Pearson Education, Inc, 2006.

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

Pearson Education, Inc., 2009.

Kotler, Philip and Garry Armstrong. Principle of Marketing. New Jersey:

Pearson Education, Inc., 2004.

Noe, Raymond A. Human Resource Management. United State, The

McGraw-Hill Companies,2000.

Robbins, Stephen. P. Organizational Behavior Tenth Edition. Upper

Saddle River, New Jersey: Pearson Education,2003.

Electronic Sources

“Dona Agnesia Berbagi Resep Sup Jagung Untuk Diet.” Kapanlagi.com.

2009. 19 september 2009

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Maranatha Christian University ”Dictionary of Accounting Terms.” Allbusiness.com. 2005. 12 June 2010

<http://www.allbusiness.com/glossaries/net-cash-inflow/4948189-

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regional-umr/>.

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12 June 2010

<http://digilib.itb.ac.id/index.php?mod=browse&op=read&jd=jbptitbpp-

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Maranatha Christian University Perner, Lars. “Consumer Behavior.” ConsumerPsychologist.com. 2010. 12

June 2010

<http://www.consumerpsychologist.com/cb_segmentation.html>.

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Maranatha Christian University “Unique Selling Proposition.” Entrepreneur.com. 2010. 12 June 2010

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2010

Taco Mania : A Business Plan.

ABSTRACT

EXECUTIVE SUMMARY

TABLE OF CONTENTS

CHAPTER I

BACKGROUND

„Taco Mania‟ Business Superior

SWOT analysis

BIBLIOGRAPHY