BAHASA INGGRIS

PROPOSAL PT AQUA DANONE

Vidya Amalia, SE., MM.

Disusun oleh
Kelompok I :

1. Adnan Kasuegi (181010506065)

2. M Andi Maulana (181010506136)
3. Marsudi (181010506022)
4. Redi Sudrajat (181010506033)
5. Rihadi (181010506085)

UNIVERSITAS PAMULANG (UNPAM)

FAKULTAS EKONOMI MANAJEMEN

2019
 CHAPTER 1
PRELIMINARY

A. Danone Aqua Company Background

PT AQUA Golden Mississippi was founded in 1973 by Mr. Tirto Utomo, as a pioneer
producer of bottled drinking water in Indonesia. The first factory was established in Bekasi.
After operating for 30 years, now AQUA has 14 factories throughout Indonesia.

In 1998, AQUA (under the auspices of PT Tirta Investama) made a strategic move to join the
DANONE Group, which is one of the largest bottled water companies in the world and an
expert in nutrition. This step has an impact on improving product quality, market share, and
the application of the latest water packaging technology. Under the banner of DANONE-
AQUA, now AQUA has more than 1,000,000 distribution points that can be accessed by
customers throughout Indonesia

Vision
AQUA has been part of a healthy Indonesian family for more than 30 years. As a pioneer of
bottled water since it was founded in 1973, AQUA has now become an inseparable part of the
healthy life of the Indonesian people. Then and now, AQUA remains and has always been the
biggest and foremost in Indonesia. AQUA sales volume is the largest sales volume in the
world in the mineral water category.

Mission
AQUA always wants to conduct programs to healthy Indonesian consumers, including the
AKSI program (AQUA for Healthy Indonesian Families) and AuAI (AQUA for Indonesian
Children).

B. History of PT Danone Aqua

 1973
PT AQUA Golden Mississippi was established as a pioneer of the first mineral
drinking water company in Indonesia. The first factory was established in Bekasi.

 1974
The first AQUA production was launched in the form of a 950 ml glass bottle from a
factory in Bekasi. The price per bottle is IDR 75

 1984
The second AQUA factory was established in Pandaan in East Java, as an effort to get
closer to consumers in the region.
 1985
Development of AQUA products in the form of 220 ml PET packaging. This
development makes AQUA products more quality and safer for consumption.
 1993
Carrying out the AQUA Cares (AQUA Cares) program, as a step to recycle AQUA
plastic bottles into plastic material that can be reused.
 1995
AQUA became the first mineral water factory to implement an in-line production
system at the Mekarsari plant. Water treatment and manufacture of AQUA packaging
are carried out simultaneously. The results of this in line system are the newly made
AQUA bottles can be immediately filled with clean water at the end of the production
process, so that the production process becomes more hygienic
 1998
The unification of AQUA and the DANONE group on September 4, 1998. This step
has an impact on improving product quality and places AQUA as the largest producer
of bottled mineral water (AMDK) in Indonesia.
 2000
Coinciding with the turn of the millennium, AQUA launched a product labeled
Danone-AQUA.
 2001
DANONE increased its share ownership in PT Tirta Investama from 40% to 74%, so
DANONE then became the majority shareholder of AQUA Group. AQUA presents
the new 380 ml glass bottle packaging on November 1, 2001.
 2002
The big flood that hit Jakarta at the beginning of the year moved the company to help
the community and also AQUA employees themselves who were affected by the
disaster. AQUA won a landslide victory at the Indonesian Best Brand Award. The
entry into force of the Collective Labor Agreement [KKB 2002 - 2004] on June 1,
2002.
 2003
The expansion of AQUA Group's production activities was followed up by the
inauguration of a new factory in Klaten at the beginning of the year. Efforts to
integrate the company's work processes through the application of SAP (System
Application and Products for Data Processing) and HRIS (Human Resources
Information System).
 2004
Launch of the new AQUA logo. AQUA presents the purity of nature both in terms of
content and outward appearance. AQUA launches a new variant of AQUA Splash of
Fruit, a type of bottled water that is given the essence of strawberry and orange-
mango fruit flavors. This product launch strengthens AQUA's position as a beverage
producer.
 2005
DANONE helps tsunami victims in ACEH. On September 27, AQUA produced
MIZONE, a nutritious drink that is a product of DANONE. MIZONE comes in two
flavors, orange lime and passion fruit.
 CHAPTER II
VISION AND MISSION

A. VISION AND MISSION

1. Establish Organization Direction and Mission
The vision, mission and goals of an organization will determine the direction to be headed by
the organization. Without a vision, mission and goals, organizational performance will run
according to what is expected and is less clear and easily swayed by external situations.

2. Understanding the Environment

The purpose of this environmental analysis itself is intended to be able to understand and
comprehend the organizational environment so that management has the ability to respond to
various critical contents about the environment that has a fairly strong impact on the
company. The environment consists of the internal environment and external environment.
The internal environment is inside the company while the external environment is outside the
company.

3. Formulating the Strategy

The company analyzes strengths, weaknesses, opportunities and threats, also known as
SWOT analysis, then formulates a strategy. Strategies or targets explain specific goals in
numbers and time. Thus the targets make it easy for planning, implementing and controlling.
The company's goals can be profitability, market position, productivity, technological
leadership, human resource development, employee relations and social responsibility.

4. Implement the Strategy

In implementing corporate strategy, it is expected to set or formulate annual corporate goals,
think and formulate policies, motivate employees and allocate resources so that the strategies
that have been formulated can be implemented.

5. Evaluate and supervise the strategy

Evaluation and supervision are the final stages in the strategy process. Basically the
evaluation includes 3 things, namely:
A. Reviewing internal and external factors that form the basis of the ongoing strategy.
B. Measure the performance of workers who have done in various aspects of their work.
C. Take various corrective actions. Strategy evaluation is very necessary because the success
of the company today does not guarantee the company's success in the future.
B. Swot Analysis Study

1. Strength:

a. The Aqua Danone brand is very strong

b. Aqua Danone as market leader in the mineral water business (60% market share)
c. Marketing a product is not difficult, because consumers already know the quality of
the product
d. Aqua packaging is increasingly diverse (from glass packaging, small bottles, medium
to gallons)
e. Using sophisticated water resource management. As part of the Danone Group
throughout the world, AQUA follows the rules set forth in the Danone Charter for
water resource management to ensure the quality of its water sources
f. the latest innovative Aqua Gallon lid that is unique and innovative, and exclusively
features a transparent seal with a hologram to ensure the preservation of natural
products from every drop of Aqua
g. Aqua sales agents are scattered everywhere, because to become an Aqua agent is very
easy, only by taking a minimum of 20 gallons of Aqua

2. Weakness:

a. Full supply / stock of goods is in the hands of the Principal / Main Distributor
b. Thin margins
c. Considerable working capital is required
d. During the rainy season sales fall and cash flow goes down in stock.
e. Aqua mineral water still uses the process of ozonation, giving rise to negative stigma
in the community

3. Opportunity:

a. The ladder to the Distributor strata (margin is quite tempting) is wide open
b. Aqua Danone distribution track record can be used as a reference to expand the
business wing of Danone Food products (Biskuat etc.)
c. Has the opportunity to expand to small agents who do not yet have a local market
d. Dissemination to the public about how important it is to consume clean and hygienic
mineral water where Aqua has all the required criteria
e. Providing Aqua assistance to remote areas is one of Aqua's promotions that Aqua also
cares for others
f. PDAM water which is now no longer possible to consume, the Government
recommends that the public consume bottled mineral water
g. Aqua has a great opportunity to be able to penetrate the international market
 4. Threat:

a. Price competition with fellow agents / sub distributors / distributors of Aqua Danone
from other regions (cross border)
b. Not supplied by a product / revocation of Aqua Danone agency license if it violates
agency rules.
c. New mineral water products began to emerge
d. Nowadays many refill drinking water depots are popping up in densely populated
areas where the price offered is far cheaper than Aqua
e. An increase in raw materials for packaging, such as plastics for labels and
materials for making gallons
f. The volatility of the rupiah against foreign currencies
g. Weakening purchasing power of consumers
h. The elimination of fuel subsidies for industry
i. Advertising costs are not cheap

C. Agency Strata and Selling Price of Aqua Danone:

(Note: minimum volume = volume of each shipment = volume per invoice)

1. Direct: End user, Household / Office Consumer, minimum volume 1, no target, water
selling price (fill in only) Rp. 9,000 to Rp. 10,000 (delivered)
2. Retailers: Small Stores / Stalls, min volume 5 to 10, no target, selling price of IDR
10,000.
3. Whole Seller: large / wholesale stores, min volume 50, min target vol. 2,000 / mo
4. High Class Outlets: Hotels, Supermarkets, Hypermarkets, Convenience Stores ...>
have its own rules and long-term contracts and deal directly with the principal Aqua
Danone, Jakarta.
5. Star Outlet: Sub Distributors with certain regions, min volume 500, min target volume
12,500 / mo

D. The working capital required depends on the desired Agent Strata, but
important points:

1. Rent a place of business, thankfully if you already have your own kiosk / shop.
2. PSTN / Flexy phone with a pretty number, so it's easy for customers to remember.
3. The price of a bottle (gallon) of IDR 35,000 / fruit
4. Motorcycle / Car type Pick Up / Light Truck (depending on agency strata), used for
product distribution
5. Overhead Costs for 3-6 months.
 CHAPTER III
CLOSING

A. Conclusion

From this Business Proposal it can be concluded that opening a Aqua mineral water business
is very profitable. Although there are many competitors, over time, the need for drinking
water has also greatly increased. Plus Aqua has become a brand that is widely known to the
public.

B. Suggestions

In this mineral water business, if serving delivery orders, delivery accuracy should be very
careful. Because this will affect the loyalty of our products. The better the service, the
consumer will increase by itself.