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Business Plan

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Table Of Content
EXECUTIVE SUMMARY 4
1. BUSINESS DESCRIPTION 6
1.1 Company profile & history 6
1.2 Company’s Logo 6
1.3 Company’s address & contact 6
1.4 Company’s vision & mission 7
1.5 Business consultant 7
1.6 Company’s Organization Structure 5
2. MARKET DESCRIPTION 8
2.1 Problem Analysis and Market trend 8
2.2 Target market 9
2.3 Market size 9
2.4 Target market validation 10
2.5 Positioning statement 10
3. PRODUCT DESCRIPTION 11
3.1 Product Overview 11
3.2 Product Description 11
3.3 Product differentiation and uniqueness 12
3.4 Packaging 14
4. COMPETITION CONDITION 15
4.1 Competitors analysis 15
4.2 Competitive advantage 16
5. MARKETING STRATEGY 17
5.1 5A Customer Path 17
5.2 Customer Relationship 20
5.3 SWOT Analysis 21
5.4 Sales forecast 22
6. OPERATION STRATEGY 23
6.1 List of vendors and capability 23
6.2 Warehouse location 24
6.3 Online order clause 24
6.4 Operation workflow 25
7. FINANCIAL PROJECTION 27
7.1 Assumption 27
7.2 Product Details 27
7.3 Use of Fund 28
7.4 Sales Projection 29
7.5 Income Statement 30
7.6 Balance Sheet 31
7.7 Cash Flow 32
7.8 Profitability Ratio 33
7.9 Breakeven Point and Payback Period Analysis 33
7.10 Financial Projection 34
APPENDIX 37

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This company was established on August
22nd 2014 by 18 students from School of Executive
Business and Management Institute Technology
Bandung (SBM ITB) as the assignment fulfillment
for one of the university curriculum, Integrated
Summary
Business Experience (IBE).
Our beloved country, Indonesia, is a
great country which is rich in natural resources,
culture, art, spectacular attractions, etc. But
why Indonesia left behind another countries in
terms of prosperity, tourism, and other things.
Begin from the passion and spirit to develop
and promote Indonesia to the world, we want to
produce something that have Indonesia value on
it, but also in the same time, is suitable with the
trend and market needs. When the art, culture,
and art are meant to be together it will produce
a high quality product that are made with the
sincerity and precision.
Here we are in LASCAUX COMPANY
presents KALA Watch that bring you the most
extraordinary Indonesian value within every
design with different story in each product. Kala
Watch is a watch that has interchangeable straps
with a wide variety of design. The designs itself
are designed elegantly by our trusted and expert
designer who are graduated students from
Faculty of Art and Design Institute Technology
Bandun with an adjustment to the current trends.
KALA Watch is not just an ordinary watch,
it’s more than that. It is a watch that consists of
Indonesian value in it. The straps itself is made
from the finest clothing material, kain sahara, in
combination with genuine leather as its base.
The interchangeable strap feature, gives you
freedom to choose any straps as you like without
have to buy the new watch again. For young
adults who need daily accessories to complete
their fashion style with considering ethical value,
KALA watch is the perfect everyday accessories
to complete your fashion need. Just by wearing
KALA, you will realize the wonderful heritage
of Indonesia through each edition in our watch.
Because in every KALA watch there’s always a
story about it.
The target market for this Watch is young
adults ( High school student, college student,
fresh graduate ) who have urban lifestyle, have
buying power more than IDR1.500.000,00, who
are also Fashionable, trend setter, trend follower,

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concern and aware to local product or local brand,
online shopper, need watch, experiencer buyer,
early adopters, disloyal with certain brand, high
buying power. For the target market area itself,
we’re more focused in Jakarta and Bandung
area.
This product will be sold through personal
selling, joining events which have young
adults as their primary visitors, social media,
endorsement, magazine, television, website and
business to business collaboration.
To cover up the start up expenses, we
excepted to loan Rp36.540.709 from the bank
as a five-months loan. We expect the payback
period within 97 days of selling started at the
middle of December and reach the break even
point on the sales of 102 normal edition watch,
27 leather edition watch, and 55 pieces of straps
According to the Profitability Ratio, we except
to reach a 2,35 return on investment (ROI)
in 5 months. Moreover, we expect to achieve
Rp86.036.912 as our Net Profit in the end of the
selling.
After doing some market research
and also forecasting in financial plan, we are
convinced that our business has high scalability.
It is very possible that our products will be more
renowned in the future. If we get the chance
of expanding our business activity, we will be
able to produce more various kind of watch
that represents Indonesia, because there’s a
lot of potential target market to approach. After
Integrative Business Experience course, we
still sure that this business will still be in motion
because of the high return on investment and
also based on the market research results.

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1. Business Description
1.1. Company profile & history
Lascaux Company is a company which turns the passion and spirit of Indonesia into
a watch that has Indonesian value or DNA on it. A watch which is not only has a
strong value on it, but also offer you with the finest material of the watch itself and
interchangeable straps that are designed elegantly to become your perfect daily
accessories companion. Lascaux Company was established on August 22nd 2014
and consist of 18 members who are students of School of Business and Management,
Institute Technology Bandung. This Company was built as a fulfillment for one of our
university curriculum, Integrated Business Experience (IBE), to do a short-term selling
period from December 2014 until April 2015. As mentioned before, our main philosophy
is to introduce and promote the richness and diversity of Indonesia to the world. As a
startup, we will begin our business in Indonesia. And also with the understanding of
our target market, young adult, we provide a watch with interchangeable straps, to
give them a freedom to express themselves by choosing the most suitable strap for
them and change it anytime as they like to. Therefore, at the end of selling period, we
hope to gain the desirable and best learning output from this Business Experience.
The legal form of this company hasn’t been formed yet, because this company was still
under the university supervision and still categorized as a university’s business project
assignment.

1.2 . Company’s Logo


This logo is a representation of buffalo horn in
a cave. This buffalo looks, as if it wants to get
out of the cave to explore the world outside, this
can be interpreted as Lascaux Company that is
ready to produce innovation in every product.
Buffalo and Cave is also a representation of the
Lascaux cave in France. Lascaux is the setting
of a complex caves in southwestern France,
famous for its Paleolithic cave paintings, that
has Buffalo, Deer, and Horse figure in it. The
first human painting was made here, and it was
written in our history. Cave and painting are two
objects which symbolized nature, culture, and
art which are the entity of our business concept.
The black color in the logo symbolizes solidity
and conservative. While the gold color in the logo
symbolizes the luxury of any design contained in
Picture 1.1 Logo of Lascaux Co. the straps.

1.3. Company’s address & contact


Lascaux Company
Tutorial 2D, 2nd Floor, School of Business & Management Building
Institute Technology Bandung, Ganeca 10 Street, Bandung, 40132
Email: info@kala.com
Website: Kalawatch.com
Facebook: KALA Watch | Instagram: @Kalawatch

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1.4 Company’s vision & mission

VISION
To be a company that introduce and promote the harmony of art, culture, and
nature of Indonesia in KALA Watch which are beyond the ordinary watch, to
the world.

MISSION
1. Provide Watch Instrument with high quality that made with the touch of art,
culture, and nature of Indonesia.
2. Provide daily accessories that are designed elegantly and meticulously just
for you.
3. Every product has different and unique story of its origin and value.
4. Give freedoms to our customer to express themselves with wide variety of
our interchangeable straps.
5. Bring a solution for Indonesia main problem, which is, still lag behind another
country. KALA Watch will indirectly explore and introduce Indonesia to the
world.

1.5. Business consultant


Lecturers:
Melia Famiola
Patricia Salguero Lazo de La Vega

Expertise:
Fransisca Grece
Hendra Araji

Tutors:
Tita Januarita
Amilia Wulansari
Qorri Aina
Arief Kautsar
Agustina Ciptarahayu

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Chart 1.1 Organization Structure

2. Market Description
2.1. Problem Analysis and Market trend
The idea to produce KALA Watch is come from the idea to solve a problem. Indonesia
is a wonderful and rich country that should be a strong and independent country in
the eye of the world. Indonesia has all it takes to be a better country than we know
today. As we know, the reality shows us different. Begin with the spirit to introduce
and promote Indonesia to the world, we want to help Indonesia. Tourism is one of the
most important things that can be increased to develop Indonesia, because Indonesia
is rich in art, culture and natural resources which are substantial in tourism industry.
Those elements are something that you cannot find in another country, so tourism can
become Indonesia’s main power. Tourism affects 4% of country’s domestic income. So
here we are, trying to find something that can increase Indonesia’s tourism.

Picture 2.1 Problem Analysis

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Here are some trends for 2014 and 2015 forecast:
2014 trends:
1. Based on our market research and social media analysis, young adults seems to
be more aware and concern about Indonesia heritage. There is increasing numbers
of young adults who likes to travel Indonesia. ( Instagram, Facebook, and Path )
2. Based on our analysis in one of the social media, Instagram, there is a trend of
taking picture in tourism destination with their belonging and shares it in social
media.
3. Based on our market survey, there is market’s tendency to buy a product, which
has cultural value. ( 60.81% of approximately 270 respondents )

2015 trends:
Based on our research in Pinterest, these are some forecasts for 2015 trend:
1. Ethnic craft
2. Earth tone

From the trend analysis and forecast, our company believes that our product is suitable
with the current trend and the next year trend.

2.2. Target market


Based on our market research, we found that the most potential target market is young
adults who have urban lifestyle. Young adult is a potential customer who has a tendency
to spend a lot of money for fashion stuff.

Ideal target market for KALA Watch


• Young adults who have urban lifestyle (High school student, college
student, fresh graduate, 15-29 years old, middle-high)
• Focused on Jakarta and Bandung area as a start-up.
• People who needs watch and also fashionable, trend setter, concern &
aware to local product & local brand, admire Indonesian value.

2.3. Market size


Bottom up approach for watches: Bottom up approach for straps:
University University
ITB (in front of Kresna) 5 ITB (in front of Kresna) 5
Events Events
Pop up market 20 Pop up market 8
Brightspot 15 Brightspot 5
Local Fest 20 Local Fest 8
Euphoria 10 Euphoria 4
Website & social media Website & social media
Selling through our website 96 Selling through our website 36
Personal selling Personal selling
Family gathering, community, 154 Family gathering, community, 64
etc etc
320 130

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By this bottom-up approach, we can calculate that the amount of our market size is
450. Which are 320 for watches and 130 for straps. This market size calculation is for
5-months-period of selling.

After calculating the numbers of our market size in pessimist, most-likely and optimist,
this is our sales projection:

Product Pessimist Most-likely Optimist


Watches 285 320 350
Straps 100 130 150
Total 385 450 500
Table 2.1 Sales Projection

2.4. Target market validation


We have already conducted market research through online survey and in depth
interview. Our respondents are 273 people for online survey and 15 people for in depth
interview. Here’s the market validation from online survey :

Here’s the market validation from in-depth interview :

65,38% respondents are interested to 66.67% respondents are interested to


buy our watches buy our watches
34,62% respondents aren’t interested to 33.33% respondents aren’t interested to
buy it. buy it.
Chart 2.1 Market Validation

2.5. Positioning statement

“To young adults who need daily accessories to complete their fashion style
with considering ethical value, KALA watch is the perfect everyday accessories
to complete your fashion need. Just by wearing KALA, you will realize the
wonderful heritage of Indonesia through each edition in our watch. Because in
every KALA watch there’s always a story about it”

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3. Product Description
3.1. Product Overview
Lascaux Company presents KALA Watch, an Indonesia DNA Watch which is designed
elegantly and meticulously, with the touch of art, culture, and nature of Indonesia. This
watch is unlike another watch because it has interchangeable straps that has a wide
variety of designs. The design themes of the straps will be taken from any element of
Indonesia, such as Indonesia Indonesia’s Archipelago theme, Endemic Flora & Fauna
theme, Modified Batik Theme, etc.

We will introduce 2 types of straps, the first one will be made from the finest leather
material ( export quality ), the second one will be made from the finest clothing material,
kain sahara, which is also combined with genuine leather material as its base, to keep
the durability of the straps itself.

3.2. Product Description


Here are the details of our products :
Normal Edition Watch ( IDR 589.000,00 ; Straps : IDR 149.000,00 )

Picture 3.1 Normal Edition Watch

Leather Edition Watch ( IDR 789.000,00 )

Picture 3.2 Leather Edition Watch

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Interchangeable system

Picture 3.3. Interchangeable system

Normal Edition
• Watch Material : Stainless Steel
• Straps Material : Kain Sahara combined with genuine leather material as its base.
• Dimensions : Watch Diameter : 3.8 cm ; Straps : 25 cm

Leather Edition
• Watch Material : Stainless Steel
• Straps Material : Indonesian finest cow leather with export quality in 2 colors (
dark and light colors ).
• Dimensions : Watch Diameter : 3.6 cm ; Straps :

Please refer to Appendix for further detailed sketches and information.

3.3. Product differentiation and uniqueness


1. Indonesia-themed-Watch
Based on our Market Survey, approximately 60% say they are interested in our
watch because it brings Indonesian Culture Value (surveymonkey.com with 300
respondents). We deliver Indonesian value through our design. The Indonesian
value is transformed into art and presented in our strap. Every collection has
different theme that is unique. Let it be rain forest, beach, and flora fauna. We inspire
ourselves from the nature and any other aspect which symbolized Indonesian value

a. Modified Batik Theme


We choose Modern Batik theme because based on Survey Trend 2014 Batik
will be a trend in Indonesia. Since Malaysia battle us over Batik there has been
significant trend of wearing anything made from kain Batik. And also our president
told us to wear Batik every Friday. As we see, the trend will not be declining in

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anytime soon because now it is our identity.
b. Indonesia’s Archipelago design
We choose Indonesia’s archipelago theme, because we want to share the beauty
of our beloved country, Indonesia, to our target market. We hoped by designing our
watch with a theme that based on Indonesia’s Heritage ( Culture and Archipelago
), we can participate indirectly to introduce and promote Indonesia to the world,
starting from Indonesia itself.
c. Endemic Flora and Fauna
We also can promote the uniqueness and the beauty of Indonesian flora and
fauna diversity. Indonesia is a rich country that has lots of endemic flora and
fauna, such as Komodo, Rafflesia Arnoldi, Cendrawasih Bird, etc. But there’s
a problem that we face today, the level of endemic flora and fauna extinction is
increase each year. So beside introduce it, we also want to help and protect it from
extinction. Our future plan is to cooperate with WWF Indonesia in our Endemic
Flora and Fauna (EFF) watch series, with sharing profit system for every EFF
watch series purchased. Some of the profit will be a charity for WWF indonesia to
help their project in saving endangered Endemic Flora and Fauna

2. Every season of our watch product / collection has different Indonesian Value
Story.
As stated before, each collection has unique theme that is brought by us for the
customer to make more aware and interest in the Indonesia heritage. There will
be 3 big themes that we’re going to explore in our design, such as, Modern Batik,
Visit Indonesia Object, and Flora and Fauna. Every theme will be presented to
customers with our watch philosophical story that written in every packaging.

3. Unique design.
Our watch is designed beautifully and elegantly to attract customers without
forgetting the value. Young adult people are now more aware of Indonesian
value, both traditional and contemporary-modern. However, they don’t want to
show it explicitly. They don’t want to wear product that scream & shout ‘Indonesia’
explicitly. We will let the customers use their own idea and imagination to determine
the meaning of it, but also being helped by the story that already been put in
every package of our watch. Indirectly, the customers will be proud of wearing a
local product that delivers Indonesian value

4. Interchangeable Straps with different pattern and philosophy that designed


elegantly.
Interchangeable Straps with different pattern and philosophy that designed
elegantly. Our strap is designed by a designer that is truly expert on this thing. We
hope that in the future we can cooperate with some famous designer. The design
will not explicitly symbolize or describe Indonesian value, because we want to
let our customer explore the meaning of the straps by their own imagination
and dream. The Interchangeable Strap is one of our added values, it will assist
the customer when they are bored with their straps design, and they can easily
change the straps and buy the new straps without buying the watch again. Based
on our survey in surveymonkey.com, 30% of the 270 respondents say they’re
interested with the interchangeable straps.

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3.4. Packaging
WATCH PACKAGING
We realize that packaging is one of the most important component to influence
costumers’ behavior in consideration on buying our product. We design the packaging
both simple yet exclusive that it will be worth it to hand out to the customers. Our
packaging has 2 components: main box and the cover.

The main box is made by duplex, but covered with leather. We also have added value
in our packaging, which is we put the story of our watch, at the right side inside the box.
The cover is made from art carton, with design of emboss of Indonesian Maps, that will
represents Indonesian value. The cover is made to protect the main box and give the
exclusivity impression on it. We mostly use black as our color theme for our packaging
to give elegant impression.

We also put greeting cards inside the box, with special calligraphy font, to maintain
customer relationship loyalty.

STRAP PACKAGING
For the strap itself, the packaging is made by art carton material. The packaging is in
rectangular form, and the mechanism to open the package is by sliding the outer lid.
We mostly use black as our color theme for our packaging to give elegant impression.

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4. Competitor Condition
4.1. Competitors analysis
Our competitors are divided into two groups based on their origin, which are local
brand and non-local/international brand. There’re few element that made them our
competitors:
a. Similar target market (young adults).
b. Interchangeable straps with pattern design.
c. Printed design with wide variety of option.

SWATCH HYPERGRAND
Swatch is a Swiss watch brand that Hypergrand is a Singaporean watch brand
produce cult plastic watches, metal which claims to be the first ever watch in
bodied watch, and thin-flat watches the world to make high resolution graphic
+ Each collection has their own target prints on a nato strap.
market due to different material and + The first watch which utilize graphic
design (e.g. metal for older people and printed nato strap
plastic for teenagers) + Wide range of channel. Their resellers
+ The price is not too expensive with the in Indonesia is located in Jakarta, Bekasi,
best Swiss watch offering which is known Semarang, and Surabaya.
for their great quality - Classic design looks good but their con-
- Extensive range of collection makes temporary themed watch has mediocre
them have different prices which is design and the nato material makes it
confusing for their own positioning (their look stiff and too manly
watch ranging from 700.000-2.500.000) - High prices ($130-$350) and starting
- Some of the products look cheap from Rp 1.700.000 in Indonesia
because of the plastic material and it is
easy to get the knock off of the product at
such a cheap price.
DANIEL WELLINGTON KOMONO
Daniel Wellington is a Swedish-British Komono is a Belgian watch brand which
watch brand that specializes in time- delivers Belgian cultures with fusions.
less-classic design with its interchangea- They have printed fabric although they
ble straps. also utilizes leather
+ This brand is internationally popular + Breakthrough design for young-adult
+ Timeless-classic design which is suita- + Deliver values by transforming it their
ble for all people especially young-adult strap design
- The price is quite expensive because - Built in 2009, the brand is still expand-
their brand is famous. ing its business and not widely known
- The Classic design doesn’t has any yet
uniqueness or differentiation. - Channel in Indonesia is limited.
- Many resellers trying to offer their
products online, which downgrades their
image.
Table 4.1 Competitor Analysis

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WOODKA
This data is based on our subjec-
Woodka is an Indonesian watch brand tive view and secondary informa-
which claimed to be ‘The first ever tion that we get from their website
wooden watch with interchangeable and their social media. We also
straps’ asked the users of these watches
+ The main material is wood originated before we made this comparison.
from Indonesia We have strength in price, con-
+ Quite popular for young-adult cept, added value, and design var-
- Their watch quality is really bad, some- iation. However we lose in some
times it stops working and there is a attributes to both local and non-lo-
possibility of fungi and moss growth cal brand. With our strength point
because of their material we are sure that we could compete
- The watch body is too big for some in this industry by our design and
people, making it not suitable for all quality although there are many
person. competitors out there.

Table 4.2. Competitor Analysis

4.2. Competitive Advantage

Attributes Utility Scale


1 2 3 4 5 6 7 8 9 10
Appearance W H S KL DW KM
Design
H DW W S KL KM
Variation
Price DW H KM S W KL
Straps
W S H KL KM DW
Quality
Watch
W KL H KM DW S
Quality
Concept W DW S H KM KL
Added Value DW W S H KM KL
Brand
W KL KM H S DW
Awareness
Distributed
KM KL W H S DW
channel
Customer
KM S DW W H KL
relationship
Durability W KL H KM DW S

Table 4.3. Competitive Advantage


S : Swatch
H : HyperGrand
DW : Daniel Wellington
KM : Komono
KL : Kala Watch

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5. Marketing Strategy
5.1. 5A Customer Path Picture 4.1. 5A Customer Path

AWARENESS STAGE STRATEGY


• Online strategy
Instagram and Facebook Page
We will create an instagram (@kalawatch) and facebook (kala watch ) that can
educating our jmmmmmĵtarget market with our product. We will tease them with
our post,so they will be curious about our product
• Offline strategy
Foundation Approach
Because of our product is representing the indonesian culture,we will try to
approach the minister of tourism and cultural to gain more awareness from
Indonesian’s

APPEAL STAGE STRATEGY


• Online Strategy
Social Media Channels
Instagram: @Kalawatch, Facebook Page: Kala Watch

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The social media will be used to share customer review on our products, product
teaser and description and also product photos.

Website (Kalawatch.com)
Our website will be used to show our product catalogue, our product information,
and also information about our company and also customer service number.
We think that it’s very important to give the customer a very clear information
about our product, so there will be no confusion in the consumer thoughts about
our product.

Instagram photo contest


Every week, we will reposting one of the best photos that our customers upload
in the Instagram. The photo is when they’re using our product and post it with
hashtag #iwearKALA and #ExplorewithKala. We hope by doing this we can
build closer relationship with our customer,and our product can gain more
awareness from more people.

Get features in Online Media


There are several online media such as Manual Jakarta, White Board Journal,
Darah ku Biru, Kaskus, those online media is a great media to share and
promote our products. We will also ask for our fellow fashion bloggers to write
a review or feedback about our product on their page.

Social Media famous Endorsement


We will ask for our fellow instagramers that can be categorized as famous
grammers (have more than 30.000 followers). We hoped by doing this we can get
more awareness and attention from social media users. We’ll be also cooperate
with famous Instagram such as Anaz Siantar, Sonia Erica, etc, although we’ll
need to spend more cost on these kind endorsement.

• Offline Strategy
Get features by Offline Media
We will try to approach some Offline Media such as Hai, Go Girl, Cleo, Nylon,
Markeeters, SWA, to feature our product in their magazine. This kind of strategy
will increase our brand awareness and will support the customer to reach Appeal
Stage up to Act Stage.

Personal Product Demonstrations


Every member of the team will wear our watch, so every time they go and meet
with their friends, they can demonstrate and explain about our to their friends,
so we can gain brand awareness from new people.

Business to Business Collaboration ( Voyej or Born_Goods)


For our Leather straps, we are planning to cooperate with some well-known
local brand such as Voyej and Born Goods which is already entering the local
industry earlier. We hope by this collaboration we can learn about profesionality
and also gain more sales because both of those products already have their
loyal customers.

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ASKING STAGE STRATEGY
• Online Strategy
Social Media (Instagram and Facebook Page )
We will reply every comments that are asking about our product with a helpful
and informative answers.

Website
There will be Frequently Asked Question pages, and we will input the most
informative questions and answers.

Direct Messaging
We will providing our email (Info@kala.com), Line Id (Kalawatch) and Costumer
relationship phone numbers on our website and social media, so customers can
reach us easily.

ACT STAGE
• Sales Channels
Kala Watch Official Website
We will provide Catalogue Pages, and when the customers decided that they
want to buy our product, they can easily click it and do the payment via Bank
transfers or by using E-commerce facility on our website (Paypal).

Direct Messaging
Email: info@kala.com
Line Id : Kalawatch
Customer service phone numbers : 08572534211
We will provide our contact in our website and social media, so if they want
to have further questions or buy our product via direct messages we can help
them faster.

Entrepreneurship and Curated Market or Event


Localfest, Brightspott, Pop-Up Market, Euphoria Project.
We will join this event to gain more brand awareness and also make our
customers can see our product in direct way and also to gain sales ( on the spot
sales ).

Personal Selling
Every member in our team will sell our product to their relation based on Personal
Selling Sales target that made by our Sales Manager. Our team members can
do this by selling this to their family, or sell it to a community. We will also be
active in Website forums so the personal selling numbers can be increased.

THE ADVOCACY STAGE


KALA Watch Member
This is a group of our loyal customer that are willing to advocate our product to
their friends and family. We will give them special privileges, for example special
discount on their birthday , become the first who knows our product newest
updates.

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After Sales Service
One-month-warranty, New Products Catalogue News that is going to be send to their
personal email.

5.2. Customer Relationship


Customers are the most important part in our business. Customers are the buyers
and the source of income for the company. Without the customer, the company cannot
survive. Therefore, every company must have an effective strategy for maintaining
the relationship between the company and the customer, which is called customer
relationship. As a company that will go public, we also trying to create a great customer
relationship system, in order to give satisfaction to the customers and to keep them
loyal to our products. And below our customer relationship tools:
1. Interactive Website with special privilege for Member
Business is a tough world, every each day gets more competitive. Humans
always try to innovate and become the best. One form of this innovation is
the online shop. Nowadays, many famous brands of various products using an
online shop to sell and communicate with their customers. From various forms
of existing online shop, one of the most attractive and user-friendly is website.
As the company that want to create a great relationship with the customers, we
will create our official website.
We will create a website where our website viewers and customers can
sign up to be KALA member. Every member will get special privileges , such as,
news update for every new product that is going to be inform by email, as soon
as the new product launch, special promos in their special day, such as their
birthday, etc. We will also have product catalogue page (product specification,
detail, and picture) , our product story page ,and also our customer care contact
page.
With the catalogue, the customer can easily see the collections of
watches that we offer. In addition this website also provide direct-purchase
application, so whenever the customer want to buy the product, then they can
buy it directly through our website, by filling in the purchasing form. We also
provide a contact email and phone number so the customers can contact us
easily and quickly, whenever they need more information about the product.
As a company that have a high commitment, we will also provide 7 x 12 hours
service to the customers, so their needs can be served faster.
Website is a media that can be accessed by anyone, anywhere and anytime,
making it easier to get information, especially in the all-digital world.
2. Product Detail ( Catalog ) will be share to our customer via email or social media
Instagram : @kalawatch
Facebook : KALA WATCH
For those who needs specific detail about our product, and ask for our product
catalog, can also get our product catalog through email. They can just leave
their email address in the comment box,so we can easily send them our product
catalogue
3. Customer Care ( 12 hours x 7 days )
Available from 10.00 a.m. to 10.00 p.m.
Line : @kalawatch
Email : Info@Kala.com
We will use Line Application to communicate with our potential buyer. We use
line because most of Indonesian teenager are using this application for chatting.

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So by providing Line account, it will be easier for our customer to reach and ask
us directly. We will put our Line account in our website and also in Instagram
account
Customer Care Phone Call: 08572534211
We will put our customer care phone number in our website and also in our
instagram account too, so for those who are not using line application can reach
us via text message or phone.
4. Feature Best Customer Photo who is using our product in our Social Media.
We will featuring the photos that being uploaded by our costumers that wearing
our product and tag @Kalawatch and using our official hashtag #iwearKALA
#explorewithKALA

5.3. SWOT Analysis


SWOT

STRENGTHS WEAKNESSES

1. Indonesian Theme 1. New and unknown brand


2. Interchangeable Straps which are 2. Consider to be too expensive for
designed elegantly by the expert local and new brand
3. Every watch has it’s own story (origin
and value)
4. Unisex
OPPORTUNITIES THREATS

1. Trend/Movement to develop and en- 1. ASEAN Economic Community 2015 ;


rich Indonesian culture and tourism is more competitors
happening nowadays 2. Many competitors for similar product,
2. Future Plan : Government Big Sup- such as Komono, Daniel Wellington,
port for local brand especially some- Woodka, etc
thing with ethnic and cultural value 3. Hard to find watch machine with fine
quality
Table 5.1. SWOT

THE STRATEGY
1. Changing Weakness Into Strength
a. KALA Watch still recognized as a new local brand and hard to get customer
trust and loyalty.
KALA Watch will be designed elegantly and suitable for our target market. Based
on our market survey the customer preference in buying a new watch are the
design or the model (49.82% of approximately 270 respondents). So, as long out
design meet our customer need and standard, they’ll buy our product for sure.
And also with the right and effective campaign and also customer relationship
that we build with customer, we are sure that our company can get the customer
trust and interest in buying our product.
b. Considered to be too expensive for local and new brand
We will release our product with price IDR589.000. We put that price based on
our financial calculation and also the market analysis.
Based on our competitor analysis, our price will not be very expensive for our target
market. Many of our competitors such as Woodka, Komono, Daniel Wellington

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and etc, are setting a higher price than us. Price basically will become one of
our strength in term of competition condition, although, it will still be considered
expensive for a new local brand.
Our watch is also made with the finest material and machine, and the customer
can get it with a very affordable price. We realize that packaging is also one
element which plays an important role in customer’s perspective about product
price, so we designed our packaging elegantly with precisely detail.
2. Changing Threat into Opportunity
a. Asian Economic Community 2015 ( AEC 2015 )
AEC 2015 is such a hard situation to face, because we’ll be facing lots of new
competitor not only from Indonesia but also across the ASIA nation. But, on the
other hand it is also a great opportunity for us to expand our business abroad.
Our company has prepared some strategic marketing plan to be able to compete
with overseas competitor, such as:
• Every product of ours has an important value that others similar company
doesn’t have. The value is Indonesian culture, nature, and art exposure in our
product design.
• Make a right and specific target market that are sure to choose our product
than another similar product.
• Excellent process (production that really pay attention to detail and precision),
excellent product (Unique product with strong value which is designed elegantly)
and excellent service (great customer after-sales service/relationship).
b. Many Competitors for Watch Product that have same similar target market with
Kala, such as Woodka, Komono, and Daniel Wellington.
Many competitors have a higher brand awareness in the market. But our product
can also get a high brand awareness because our product has a value that our
competitors doesn’t have, which is Indonesian value which is designed elegantly
with the touch of art, culture, and nature. To gain more brand awareness, an
effective and right marketing strategy / campaign is a must.
c. Hard to find watch material with fine quality
After searched and met with few watch vendors, we finally meet the most reliable
watch vendor that has watch with Japan movement machine and has quiet high
durability. This vendor has met our standard and qualification.

5.4. Sales Forecast

Chart 5.1. Sales Projection (Most Likely)


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6.4. Operation workflow
Operation workflow shows the process to make each product and the length of time
that is needed. From operation workflow we also can determine when to start making
the product.

Chart 6.1 Operation Workflow - Normal Edition

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Chart 6.2 Operation Workflow - Leather Edition

From the diagram above we can conclude that length of time that is needed to make
one normal edition watch is 23 days and to make one leather edition watch we will
need 28 days because it will be made by semi-parallel system.

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