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ABSTRACT
The Beatles merupakan band legendaris asal Inggris yang populer di tahun 1960-an. Seiring popularitas mereka yang mendunia, mereka pun meraih banyak penggemar dari berbagai generasi hingga saat ini. Mengingat adanya kecenderungan penggemar Beatles yang
mengumpulkan pernak-pernik Beatles dan masih belum adanya toko yang secara khusus menjual pernak-pernik Beatles, maka The Beatles
Submarine (TBS) akan berdiri di Bandung sebagai toko yang secara khusus menjual pernak pernik the Beatles.
Target market dari TBS adalah penggemar the Beatles yang berusia antara 15-35 tahun dan tinggal di Bandung serta pengguna internet yang menggemari Beatles dan berusia antara 15-35 tahun yang tinggal di luar kota Bandung.produk-produk yang akan dijial TBS adalah t-shirts, seaters, bags, hats, clocks, mugs, belt buckles, wallets, ashtrays, pins, posters, stickers, guitar picks, refrigerator magnets, dan keychains. Dengan bauran pemasaran seperti iklan radio, brosur, dan poster serta promosi di jejaring sosial, diharapkan bisnis ini dapat meraih target market yang maksimal. The Beatles Submarine berlokasi di Jl. Trunojoyo No. 40 Bandung. Untuk memudahkan orang-orang yang ingin membeli produk-produk dari TBS yang berasal dari luar kota Bandung, TBS membuat sebuah website sebagai toko online dengan alamat thebeatlessubmarine.com. TBS memiliki tiga proses bisnis yaitu proses produksi, proses jasa di toko, dan proses jasa di website.
TBS membutuhkan Sembilan orang pegawai yang terdiri dari dua orang product designers, dua orang kasir, dan lima orang penjaga toko. Berdasarkan hasil analisis keuangan yang terdiri dari payback period, net present value, dan profitability index, The Beatles Submarine
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TABLE OF CONTENTS
DECLARATION OF ORIGINALITY ………....i
FRONT COVER OF THE BUSINESS PLAN………... ii
APPROVAL PAGE ……….. iii
TABLE OF CONTENTS ………...…iv
LIST OF TABLES………...v
ABSTRACT………....vii
EXECUTIVE SUMAARY………..……..viii
CHAPTER
Ι
. THE BACKGROUND ……….……….………. 1
CHAPTER
ΙΙ
. MARKETING ASPECT ………9
CHAPTER
ΙΙΙ
. OPERATIONAL ASPECT ………..….18
CHAPTER
Ι
V. HUMAN RESOURCES ASPECT ……….………..26
CHAPTER V. FINANCIAL ASPECT………..35
BIBLIOGRAPHY
APPENDICES
Appendix 1
Appendix 2
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LIST OF TABLES
No. Table/Figure Name of the Table/Figure Page
1. Table 2.1 List of Products of TBS 14
2. Table 2.2 List of Products and the Prices of TBS 15
3. Table 4.1 Descriptions and Job Specification of TBS’ Employees
30
4. Table 4.2 Salary of the Employees 33
5. Table 4.3 The schedule of the employees 34
6. Table 5.1 Initial Investment 35
7. Table 5.2 Cash Inflow 37
8. Table 5.3 Cash Outflow 38
9. Table 5.4 Net Cash Flow 40
10. Table 5.5 Inflation 40
11. Table 5.6 Payback Period 41
12. Table 5.7 Net Present Value 43
13. Figure 2.1 Segmentation Based on Demographic 10
vi Maranatha Christian University 15. Figure 2.3 Segmentation Based on People’s
Interests
11
16. Figure 3.1 Production Process 19
17. Figure 3.2 Service Process on the store 20
18. Figure 3.3 Service Process on the website 21
19. Figure 3.4 The map location of TBS 23
20. Figure 3.5 Store Layout 24
21. Figure 3.6 Website Layout 25
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CHAPTER I
THE BACKGROUND
1.1 . Background of the Business
The Beatles is one of the legendary bands in 1960’s period. The
Beatles consists of four members which are known as “The Fabulous
Four”. The members of the Beatles are John Lennon, Paul McCartney,
George Harrison, and Ringo Starr. With their music and style, the Beatles
has succeeded to reach lot of fans which are known as Beatlemania. The
fans come not only from their country, England, but also from all over the
world including Indonesia. In Indonesia, there are many Beatles fan
communities such as Jakarta Beatles Community, Bandung Beatles
Community, Walagri Beatles Community, Jogja Beatles Community,
Bogor Beatles Community, Serpong Beatles Community, Pekan baru
Beatles Community, and other communities under Indonesia Beatles
Community. The members of the communities come from many
generations from the old to young generations. According to Pahala
Siahaan, the announcer of Walagri Radio, Walagri Beatles Community
has mostly junior and senior high school members. It shows that
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The Beatles fan communities often hold various events in remembering
their lovely band. Bandung Beatles Community held a Beatles jamboree in
2010 and that event was attended by all the Beatles fan communities in
Indonesia.
Along with the popularity of the Beatles, beatlemania buy not only The
Beatles’ records but also its memorabilia such as T-shirts, posters, or pins.
Based on the questionnaire that I sent through Facebook to some
members of Beatles fans communities which consist of 52 males and 26
females, it is shown that all of them buy the Beatles memorabilia. The
main reason why they buy the Beatles memorabilia is because the
memorabilia which they buy and use can reflect who they are. They also
can be proud to show to at least their friends that they are the big fans of
the Beatles. The memorabilia that they usually buy are mostly T-shirts,
posters, and pins. Some of which are bought accidentally at malls or at the
Beatles tribute events. However, the respondents from Bandung find it
difficult to get the unique Beatles memorabilia as there are no special
Beatles memorabilia stores in Bandung.
In order to fulfill the desire of Beatlemania in Bandung to find unique
Beatles memorabilia, I am going to open a store which sells various kinds
of the Beatles memorabilia. The name of the store is “The Beatles
Submarine” (TBS). The reason of choosing this name is because I am
sure that all Beatles fans are familiar with the word “Submarine” as it is
one of the famous songs from the Beatles called “Yellow Submarine”. I
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Beatles Submarine”, so that people will directly know that my store sells
products which are related with the Beatles (which is the memorabilia). I
believe that TBS will be a potential business along with the big name of
the Beatles which has lot of fanatic fans who not only will listen to their
music by buying The Beatles records but also will collect the Beatles
memorabilia.
The Beatles Submarine is a store which sells various kinds of The
Beatles Memorabilia. There are many kinds of products that Batlemania
can buy such as T-shirts, sweaters, bags, hats, mugs, clocks, pins, key
chains, guitar picks, stickers, posters, belt buckles, ashtrays, wallets, and
refrigerator magnets. The entire products are designed by product
designers from TBS with unique, artistic and limited designs. In order to
provide high quality products, TBS cooperates with Linoleum clothing
company in producing T-shirts, sweaters, bags, hats, stickers, wallets, and
posters. The Beatles Submarine also cooperates with souvenir production,
I-Tekno in producing mugs, clocks, pins, key chains, refrigerator magnets,
ashtrays and guitar picks.
Besides opening a store in Bandung, I will also create an online store
so that it can be accessed by The Beatles fans outside Bandung. The
website provides complete information about the products, the prices, and
others. Buyers can order the products from the website by filling in the
order form, and after it is verificated, The Beatles Submarine will deliver
the product to the buyers using JNE shipping company. In an article from
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Baru, Nukman Luthfie, the CEO of Virtual Consulting says that creating
an online store can give some benefits in running a business. Luthfie says
that an online store can support the offline store which is expected to
increase the selling. Online store can also reduce the promotion costs as it
can be used as a promotion media. Another important benefit is to reach
wide market of a business (par. 3). That is why I create an online store to
support the store which is located at Jalan Trunojoyo 25 Bandung.
1.2. Unique Selling Preposition
There are some things that I am going to do to make the business
unique. Firstly, TBS is going to make unique designs such as cartoon
picture and the quotes of the Beatles songs. TBS will also make limited
design for each product which means there will be only 3 same designs for
each product and the designs will be made by product designers from
TBS. Secondly, in order to catch people’s attention, the store will be
painted yellow as it is the color which is taken from the Beatles’ popular
song, “Yellow Submarine”. The wall of the store will also be decorated with
a big Beatles cartoon picture. Thirdly, the decoration inside the store is
going to be made as if it were in the 1960’s. The visitors are expected to
feel the atmosphere of the glory time of the Beatles. To add the Beatles’s
atmosphere in my store, the shopkeepers will wear The Beatles clothes
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1.3. SWOT analysis
Philip Kotler in his book entitled Principles of Marketing states that “the
overall evaluation of a company’s strengths, weaknesses, opportunities,
and threats is called SWOT analysis” (102). The SWOT analysis of The
Beatles Submarine will be discussed in the following paragraphs.
1.3.1. Strengths
There are five strengths of my business. The strengths that I have
analyzed are hopefully could add the value of TBS. According to Marcia J.
Simmering, strength comes from the internal of the company which
consists of capabilities and resources that are able to add competitive
advantages (par. 4). The first strength is the number of the designs of all
products fromTBS is limited, it means there are only three designs for
each product. The limited designs are done to satisfy the customers who
only want to buy limited design products.
The second strength is the location of TBS is strategic because Jalan
Trunojoyo, which is an accessible area. It is known as clothing company
area that makes it a famous street in Bandung.
The third strength is that all products from The Beatles Submarine are
made of high quality materials. For example, I use comb cotton material
for the T-shirts. It is done as I really concern about the quality of the
products.
The fourth strength is the store has interesting decorations such as
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attractive colour and also it is a colour from a famous Beatles record called
“Yellow Submarine”.
The last strength is TBS has an online store. It can be accessed by
customers outside Bandung who want to collect the Beatles memorabilia.
1.3.2. Weaknesses
There are some weaknesses of my business which come from the
internal of the company. According to Andrews Allan, weakness is
“constraint that hinders movements in certain directions” (par. 2). The first
weakness is The Beatles Submarine still does not have company
reputation as it is a new store. However, it will be my main concern to get
a good company reputation by producing high quality products. Another
weakness is that the store is not big enough, as a result, the store will be
crowded when it has many visitors and customers might feel
uncomfortable.
1.3.3. Opportunities
The opportunities that I have analyzed are come from the external of
the company. Kotler states that the opportunity is “an area of buyer need
or potential interest which in a company can perform profitably” (102).
There are some opportunities which can give good effects for my
business. Social networking websites like Facebook and Twitter have
become an effective promotion media that many people use to promote
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through social networking websites. By using social networking websites,
this business is also expected to get an opportunity to attract and to reach
not only the Beatles fans but also other music lovers. Through website that
I create as an online store, The Beatles Submarine is expected to get an
opportunity to reach buyers outside Bandung as a website can be
accessed anywhere. Another opportunity is that there are Beatles fans
communities in Bandung so that I can easily promote my products directly
to them. For example, I can go to their base camp to distribute flyers.
1.3.4. Threats
TBS also has several threats which comes from the external of the
company and it might affect the business. Kotler statesthreat is “a
challenge posed by an unfavorable trend or development that would lead,
in the absence of defensive marketing action, to deterioration in sales or
profit” (104). First, China ASEAN Free Trade Area can be a threat if there
are products from China such as the Beatles T-shirts and sweaters which
have cheaper prices. However, TBS can minimize this threat as TBS has
a business value that to buy products from The Beatles Submarine is to
love and appreciate products made in Indonesia with high quality
materials. The second threat is that there are people who do not trust to
input their credit card number into an online store as they are afraid that it
will be hacked. Greg Holden says that even though the level of trust of
people who shop online increases, there are online buyers who still doubt
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TBS comes from TBS’ competitors such as stores which sell The Beatles
t-shirts, pins, and sweaters. Those stores are located on the first floor of
Parahyangan Plaza, Jalan Dewi Sartika, some factory outlets in Jalan
Dago, Jalan Riau, and Jalan Cihampelas, and traditional markets at Gede
Maranatha Christian University
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