i
ABSTRACT
Banana Blast adalah sebuah usaha di bidang makanan yang
memproduksi es krim dengan bahan dasar pisang. Produk-produk Banana Blast dibuat dari bahan-bahan berkualitas, dan sebagian bahan pokoknya berasal dari luar negeri sehingga tidak diragukan lagi akan kualitas
rasanya yang enak. Usaha ini dipilih karena es krim cukup diminati oleh masyarakat dari berbagai kalangan dan usia. Hal ini juga terlihat dari banyaknya toko-toko es krim yang makin memenuhi mall, khususnya di Bandung. Ini menjadikan proyek Banana Blast sebagai salah satu peluang yang sangat besar bagi para investor untuk memperoleh keuntungan. Oleh sebab itu, proposal ini disusun untuk memberikan pengertian umum kepada para calon investor tentang konsep Banana Blast.
Untuk kelangsungan bisnis ini, dibutuhkan 5 karyawan untuk
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EXECUTIVE SUMMARY
1. Name and Address of the Company
• Name of the Company: Banana Blast
• Logo:
BAN
ANA BLAS
T
ICE CREAM
• Address: Paskal Hypersquare B-72
Jalan Pasirkaliki no.25-27
Bandung – Indonesia
2. The main activity of the company
Making ice cream and delivering it to the customers is the main point
of the business. There is also a delivery service to the customers
among Hypersquare area. The customers can order Banana Blast
products through phone call and the staff of Banana Blast will deliver
the products to places in Hypersquare area. Moreover, Banana Blast
tries to deliver the products to the customers with a nice service. The
products offered by Banana Blast are banana lemon, banana oreo,
iii 3. Market Potential
The market potential for Banana Blast in Bandung is still big. It can
be seen from the number of competitors that provides banana ice
cream is only PT. Rasa. Furthermore, the ice cream business
opportunity is very promising because ice cream can be consumed by
all circles of society. It is also located in Hypersquare which is known
as the Biggest Business Center in Bandung, therefore it is easy to be
reached.
4. Finance Projection
The Finance Projection is provided in the forms of Cash Outflow,
Cash Inflow, and Cash Flow for the next five years. There are also
Payback Period Analysis, Net Present Value Analysis, and Break
Event Point Analysis. After being calculated, the payback period for
Banana Blast business is only 2 years 1day. It can reach Break Even
Point (BEP) after selling 25.789 units of Banana Blast ice cream or
earning Rp118.907.586,2.
5. The amount needed for Banana Blast business
To start Banana Blast business, the amount needed is
Rp145.320.000. The fund is used to buy some items, provide facilities
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TABLE OF CONTENTS
ABSTRACT………..….i
EXECUTIVE SUMMARY… ………...ii
TABLE OF CONTENT………iv
CHAPTER I BACKGROUND……….1
1.1 Vision and mission………1
1.2 Company’s Objectives………..1
1.3 Logo and Slogan………...2
1.4 About Banana Blast………..3
CHAPTER II MARKETING PLAN……….7
2.1 Market Segmentation………7
2.2 Target Market………..7
2.3 Positioning………..8
2.4 Marketing Mix………..8
2.5 Market Share………..11
2.6 Bench Mark……….12
CHAPTER III OPERATION PLAN………14
3.1 Production Process………...14
v
3.3 Legal Aspect………..17
3.4 Layout……….………18
CHAPTER IV HUMAN RESOURCE………...20
4.1 Organizational Structure……….20
4.2 Job Description……….20
4.3 Job Requirements………22
CHAPTER V FINANCE………..23
5.1 Initial Investment………...23
5.2 Cash Outflow, Cash Inflow, & Cash Flow……….25
5.3 Payback Period Analysis……….31
5.4 Net Present Value Analysis………31
5.5 Break Even Point Analysis………..32
5.6 Conclusion……….33
1
CHAPTER I
BACKGROUND
1.1 Vision and Mission
• Vision:
To become one of the well – known ice cream shop in Indonesia
which gives the best quality of product and service
• Mission:
1. To be consistent and honest in providing the best quality of product.
2. To maintain a good relationship with the customer and the
environment.
1.2 Company Objectives
• Short – term objectives:
1. Reach the target selling every month.
2. Maintain the quality of the ice cream.
3. Make some innovation as a flexibility to meet the customers’
needs.
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• Long – term objectives:
1. Open new branches in Cihampelas Walk, Paris van Java (PvJ),
and Kelapa Gading Mall (Jakarta).
2. Become a franchise that can spread all over Indonesia.
1.3 Logo and Slogan
company as one that produces banana ice cream. As for the picture, it
describes two things. The first is the product. On the butterfly’s head in
the logo, there are a scoop of ice cream and a strawberry which means
that the special product of Banana Blast is Banana Berry. The body is
represented by a banana since the basic material is banana. Inside the
wings there are lemon, oreo, marshmallow, and chocochip which
represent the added material that is provided by Banana Blast.
The second is the description of the company structure. The head
represents the leader, the body represents the staffs, and the wings
3
stands for Banana Blast. The form of wings means the company will
have some improvement so it will be able to fly like a butterfly. All parts
of the butterfly, the head, the body, and the wings, mean that all the
people in the company have to work together in order to achieve the
objectives of the company.
• Slogan
The slogan used by Banana Blast is “Being happy and Healthy”.
This slogan describes the products offered by Banana Blast which
are healthy products because they consist of fruits and milk which
are known as parts of 4 Sehat 5 Sempurna. In addition, consuming
Banana Blast ice cream can make people happy because of the
quality of the product and the service given by Banana Blast’ staffs.
1.4 About Banana Blast
If you go to malls in Bandung, you will see the counters that sell ice cream are getting more and more. This is because ice cream becomes
more popular recently, not only in Bandung but also in the world. The fact
that ice cream becomes more popular is supported by TomPel who states
that in 2003 ice cream world’s production reached more than 1 million
liters and consumed by billions of consumers per year (par. 1). Therefore,
this is a very good opportunity to open a new ice cream shop in Bandung.
This is also supported by Al Arif who states that ice cream business
opportunity is very promising. Some reasons why ice cream business is so
enticing is because Indonesia has tropical climate, ice cream is loved by
4
does not need many employees, and the process of making ice cream is
fast (par. 1).
Based on Al Arif’s statement, it will be beneficial to open a new ice
cream shop. However, it is not located in a mall but in Hypersquare
because the potential market for ice cream in the location is still open. The
name of the shop is Banana Blast.
The reason for choosing banana as the basic material is because
banana has a lot of benefits. According to Lauren Beyenhof, banana
contains potassium that can help reduce blood cholesterol and is also
recommended as a part of a dietbecause it promotes good mental health
(par. 1-2). Moreover, Dorothy Wilde mentions that “bananas are a rich
source of antioxidants like vitamin C and vitamin A which provide
protection against many types of cancer” (par. 1). Furthermore, Flute
states that eating banana can increase brain power and overcome
depression because it contains tryptophan that makes you relax, improves
your mood, and generally makes you feel happier; it can help people try to
give up smoking; and it also works for other illnesses such as anemia,
heartburn, strokes, temperature control, etc (par. 1-12). In addition, the
banana ice cream will be combined with some materials like lemon, oreo,
marshmallow, strawberry, and chocochip to make the taste more tempting.
Banana Blast is a stand-alone product because it does not need
another product to consume at the same time. Furthermore, it is a repeat
sales product because the customers are expected to come back to the
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upgraded in a certain amount of time to make the product always fresh
and up to date. The newest ice cream machine is used to produce ice
cream with softer contour than the others. Banana ice cream is created
from noticing that sometimes people want to try a new sensation,
especially the people who live in Bandung who are known to have a high
creativity in making new products.Banana Blast provides five different
tastes like banana lemon, banana oreo, banana marshmallow, banana
berry, and banana chocochip. In a single service, Banana Blast will serve
one scoop of ice cream in a bowl.
The location plan is at Paskal Hypersquare B-72 near the food store. It is a strategic place because the place is easy to reach and many
customers will come to that place to have lunch or dinner. On weekends,
there will also be customers from Jakarta who spend their time in
Hypersquare. The customers’ perception while consuming the ice cream is
also considered. The positive perception can be they like the ice cream
and find it tasty and unique. The negative one can be they are afraid to
consume the product because they do not want to be fat. To deal with the
negative perception, information will be delivered through advertisement
that this product is easy to digest and safe for the people who are on diet.
To realize this business plan, some fund is needed and the estimation
is as follows:
Initial Investment 145.320.000
Cash Inflow 348.800.000
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Based on the calculation, it can be predicted that in two years the
business can reach the payback period. The details will be explained in
Universitas Kristen Maranatha
BIBLIOGRAPHY
⇒ Printed Sources:
Blackwell, Roger D., Paul W. Miniard, and James F. Angel. Consumer
Behavior Ohio: South Western, 2001
⇒ Electronic Sources:
Arif, Al. mesin-es-krim.com 18 June 2008.
<http://www.mesin-es-krim.com>
Beyenhof, Lauren. helium.com 18 June 2008.
<http://www.helium.com/tm/134353/bananas-unbeatable-comes-providing>
Flute. Alldeaf.com May 2006. November 2006.
<http://www.allfeaf.com/food-beverage/36305-benefit-eating-banana.html>
TomPel. Indoforum.org June 2007. August 2007.
<http://www.indoforum.org/showthread.php?p=400990>
Wilde, Dorothy. helium.com 18 June 2008.
<http://www.helium.com/tm/113426/bananas-fruit-which-contain>