Jonathan Christian Sujono By
Jonathan Christian Sujono 13110100
A thesis submitted to the Faculty of
BUSINESS ADMINISTRATION & HUMANITIES
in partial fulfillment of the requirements for the
BACHELOR’S DEGREE in
INTERNATIONAL BUSINESS ADMINISTRATION
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
Revision after the thesis defense on 10 July 2014
Jonathan Christian Sujono STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Jonathan Christian Sujono
_____________________________________________
Student
Approved by:
Junaidi Sinaga, MBA
_____________________________________________
Thesis Advisor
Prof Eric Jos Nasution MBA, MA, PhD
_____________________________________________
Dean
Jonathan Christian Sujono Crystal Pro is a new concept in auto detailing. The Detailing service in Indonesia, mostly in Jakarta is increasingly popular, as evidenced in the growth of new car wash and polish service anywhere in Jakarta.
However, there remains a gap in the market for ordinary polish from car coating; currently the auto detailing offers a wide range of price. Traffic and time also an obstacle for car owner to maintain their cars. Therefore we offers home service since it will be more comfortable for customers and reduce start up cost for the business since price of land in Jakarta rocketing these past years.
Therefore, our business idea is to provide a professional environment in which to do a detailing service in customer place with reasonable price also best products but with extraordinary results.
The auto detailing industry is attractive, because it generates steady profits on little additional investment. All we need are the chemical and human labour.
Crystal Pro has targeted a specific market of car owners who would like to maintain their car, yet they lack the proper time to do so. The other market will be showroom which cannot deliver the car to detailing salon, that’s why they need home service. This is a growing market in urban areas, because Jakarta traffic’s is one of the worst in the world, so they tend to avoid traffic and prefer to do everything in their place including maintaining their car.
Jonathan Christian Sujono Crystal Pro target market is middle and upper class which owned middle and luxury car with price range above Rp. 300.000.000 , and also targeted middle and low segment with car segment below Rp. 300.000.000 with cheaper service but with extraordinary results. Based on these desired demographics, we have chosen to locate our service coverage initially in West and North Jakarta which focus in elite area such as Pantai Indah Kapuk, Pluit, Puri Indah, and other elite complex.
Crystal Pro is a new and exciting concept, and we have estimated it will be a profitable endeavour. The fact that we are the first in this business gives us a first-mover advantage over any competitors that may follow.
Jonathan Christian Sujono
© Copyright 2014 by Jonathan Christian Sujono
All rights reserved
Jonathan Christian Sujono TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR ... 2
EXECUTIVE SUMMARY ... 3
TABLE OF CONTENTS ... 6
LIST OF FIGURES ... 8
LIST OF TABLES ... 9
CHAPTER 1 - INTRODUCTION ... 11
1.1 Background ... 11
1.2 Study Obejctive ... 12
1.3 Scope and Limitations ... 13
1.4 Study Structure... 13
CHAPTER 2 - BUSINESS DESCRIPTIONS ... 14
2.1 Product Descriptions ... 14
2.1.2 Service Descriptions ... 15
2.2 Business Model ... 19
CHAPTER 3 - MARKET ANALYSIS ... 24
3.1 Market Assessment ... 24
3.2. Competition Analysis... 26
3.2.1 Supply of Professional Car Detailers ... 27
3.2.2 Demand of Proessional Car Detailers ... 28
3.2.3 Competitor Profile ... 30
3.2.4 Competition Condition and Prospect of Car Detailers in Jakarta ... 33
3.3 Marketing Strategy ... 33
CHAPTER 4 - TECHNICAL AND ORGANIZATIONAL ANALYSIS ... 37
4.1 Technical Analysis ... 37
4.2 Organizational Analysis ... 46
4.2.1. Job Analysis ... 46
4.2.2. Organizational Structure ... 49
4.2.3. Human Resources ... 55
4.3. Legal Aspect ... 55
4.3.1. Business Entities ... 55
4.3.2. Identity of Business Operator ... 55
4.3.3. Legal Aspect ... 55
Jonathan Christian Sujono
5.1. Investment Plan and Source of Funds ... 59
5.2. Operational Expenses Projection ... 60
5.3. Sales Projection ... 63
5.4. Balance Sheet Projection ... 63
5.5. Profit and Loss Projection ... 63
5.6. Cash Flow Projection ... 64
5.7. Break Even Analysis ... 64
5.8. Investment Analysis ... 65
5.9. Risk Management ... 75
CHAPTER 6 - CONCLUSION & RECCOMENDATIONS ... 77
REFERENCES ... 79
SURVEY CONDUCT... 82 CURRICULUM VITAE
FINANCIAL STATEMENT
Jonathan Christian Sujono LIST OF FIGURES
Figures Page
1 Results of Crytal Coating Application ... 14
2 Business Model Generation Canvass ... 19
3 Luxury Car Sales ... 24
4 Growth of Indonesian Economics ... 25
5 Market Share ... 29
6 PPS Auto Shine ... 30
7 Gzox ... 31
8 Car Centre Care... 31
9 Auto Bridal... 32
10 Show Car Garage ... 32
11 Marketing Mix ... 33
12 Marketing Mix of Crystal Pro ... 36
13 Material Flow Chart ... 41
14 Organization Structure ... 49
15 Time Deposit Return ... 66
16 NPV Formula ... 70
17 Profitability Index Formula ... 71
Jonathan Christian Sujono
Table Page
1 Products Descriptions ... 15
2 Size of Car... 17
3 Supply of Professional Car Detailers in Jakarta ... 27
4 Price of Professional Car Detailer Services & Monthly Demand... 28
5 Crystal Pro Price List ... 29
6 Service Activities of Crystal Pro... 37
7 Type of Facilities ... 42
8 Functional Relationship between Activities and Facilities ... 43
9 Rent/Website Price... 44
10 Price of Land in Taman Palem... 45
11 Job Description ... 47
12 Working Hour Crystal Pro Employee ... 48
13 Total Employee of Crystal Pro ... 50
14 Estimated Salary Paid of Crystal Pro Employee... 50
15 Employee Specification ... 52
16 Legal Expenses ... 58
17 Initial Investment of Crystal Pro ... 59
18 Source of Funds ... 60
19 Operational Expenses in Year 1 ... 61
20 Break Even Point Calculation in Year 1 ... 64
21 ORI Coupon Rate per 31 May 2014 ... 67
22 Mutual Fund Return ... 68
23 Average Discount Factor ... 69
24 Manual IRR Calculation ... 69
Jonathan Christian Sujono 25 Profitability Index Calculation ... 71
26 Profitability Ratios ... 73 27 Financial Ratios Evaluation ... 74
