Beruflich Dokumente
Kultur Dokumente
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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.
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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.
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.
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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.
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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:
“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.
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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 :
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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
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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.
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5. Marketing Strategy
5.1. 5A Customer Path Picture 4.1. 5A Customer Path
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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.
• 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.
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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.
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.
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After Sales Service
One-month-warranty, New Products Catalogue News that is going to be send to their
personal email.
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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
STRENGTHS WEAKNESSES
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.
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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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