desiccated coconut

7/24/2019 desiccated coconut

1/94

PONOROGO DESICCATED COCONUT

A Project feasibility study

Presented to

The faculty of school of business

SAINT AR!"S UNI#ERSIT!

$ayo%bon& ' nue(a (i)caya' T*E P*I+IPINES

In ,artial fulfill%ent

Of the re-uire%ent for the de&ree

$achelor of science in entre,reneurial %ana&e%ent

$y .

RATNA D/I PA/ESTI 01232456

Se,te%ber 7243


2/94

TA$+E O8 CONTENTS

Table Of Contents..................................................................................................i

List Of Tables.......................................................................................................iv

List Of Figures.......................................................................................................v

Approval Sheet......................................................................................................vi

Preface...................................................................................................................vii

Introduction.........................................................................................................viii

Acknowledgeent................................................................................................. i!

Cha,ter 49 The E:ecuti(e Su%%ary9999999999999999999999999999999999999999999999999999999999999999994

".". #ision.................................................................................................."

".$. %ission..............................................................................................."

".&. 'oals..................................................................................................."

".(. Ob)ectives..........................................................................................."

".*. +ighlights...........................................................................................$

".*.". Pro)ect ,ackground.............................................................$

".*.$. %anageent And Personnel Feasibilit- Suar-.............$

".*.&. %arketing Feasibilit- Suar-..........................................&

".*.(. Production Feasibilit- Suar-.........................................&

".*.*. Financial Feasibilit- Suar-............................................&

".*.. Socio /conoic Feasibilit- Suar-................................(

".*.0. Pro)ect Ipleentation And Tietable...............................(

".*.1. Conclusions To Feasibilit-..................................................(

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Cha,ter 7 Project $ac;&round9999999999999999999999999999999999999999999999999999999999999999999999999993

$.". Pro)ect Proponent...............................................................................*

$.$. Proposed 2ae Of The ,usiness.....................................................

$.&. Location Of The ,usiness..................................................................

$.(. T-pe Of The ,usiness Organi3ation...................................................

Cha,ter < ana&e%ent And Personnel 8easibility999999999999999999999999999999999999999999=

&.". Personnel 4Adinistrative5.................................................................0

&.$. 6ork Schedule Of Staff And /plo-ee.............................................1

&.&. Proposed Salar- And Allowances Of /plo-ee................................1

&.(. %anageent Proposal........................................................................7

Cha,ter > ar;etin& 8easibility99999999999999999999999999999999999999999999999999999999999999999999999942

(.". 'eneral %arket 8escription..............................................................."9

(.".". Target %arket......................................................................."9

(.".$. 8eographic......................................................................."9

(.".&. Ps-chological And Socio Culture........................................"9

(.".(. Learning Involveent.........................................................""

(.".*. 'eographical Location........................................................""

(.$. 8eand Figure 8ata.........................................................................."&

(.$.". Population And Actual 8eand.........................................."&

(.$.$. Pro)ected 8eand..............................................................."&

(.&. 8eand Suppl- Anal-sis And %arket Potential................................"(

(.(. %arket Shares....................................................................................."*

(.*. Pro)ected Sales...................................................................................."*

(.. S6OT Anal-sis................................................................................."

(..". S6OT %atri!......................................................................"

(..$. :uestionnaire 8esign.........................................................."0

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(..&. :uestionnaire %atri!..........................................................."1

(..(. ;esult Of S6OT 8ata Processing......................................."7

(..*. S6OT Position....................................................................$9

(... Internal And /!ternal Factor /valuation.............................$"

(.0. Proposed %arketing Strateg-.............................................................$$

(.0.". Product Strateg-..................................................................$$

(.0.$. Pricing Strateg-...................................................................$&

(.0.&. Prootion Strateg-..............................................................$&

(.0.(. Placeent Strateg-..............................................................$(

Cha,ter 3 Production 8easibility9999999999999999999999999999999999999999999999999999999999999999999999973

*.". Product Or Services............................................................................$*

*.".". Product Categories...............................................................$

*.".$. Product Features..................................................................$

*.".&. Product ,enefit And 2utrient Facts....................................$0

*.".(. Standard :ualit- Product....................................................$7

*.$. Flow Process Of Production...............................................................&9

*.$.". Process Production Of 8esiccated Coconut........................&9

*.$.$.Flow Chart Processing..........................................................&(

*.&. %achines< /=uipents And >tilities.................................................&*

*.&.". %achines And /=uipents.................................................&*

*.&.$. >tilities................................................................................&1

*.(. %aterials ;e=uireent......................................................................&1

*.*. Pro)ect Location..................................................................................&7

*.. Pro)ect La-out....................................................................................("

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+IST O8 TA$+E

Table ".". Tie Table And Action Plans..............................................................(

Table $.". Pro)ect Proponent.................................................................................*

Table &.". ?ob 8escription.....................................................................................0

Table &.$. 6ork And Schedules ..........................................................................1

Table &.&. Indirect Salar-......................................................................................1

Table &.(. 8irect Salar-.........................................................................................1

Table (.". 8eographic........................................................................................."9

Table (.$..Ps-chological And Socio Cultural......................................................."9

Table (.&. Average Teperature @ ;ain Fall In PO2O;O'O............................."$

Table (.(. Population Of PO2O;O'O 8istrict.................................................."&

Table (.*. Actual 8eand Of The Product.........................................................."&

Table (.. Pro)ected 8eand................................................................................."(

Table (.0. %arket Potential...................................................................................."*

Table (.1. %arket Share........................................................................................."*

Table (.7. Pro)ected Sales......................................................................................"*

Table (."9. :uestionnaire %atri!.........................................................................."1

Table (."". ;esult Of Swot 8ata Processing........................................................."7

Table (."$. Internal And /!ternal Factor /valuation............................................$"

Table *.". 8esiccated Coconut Of 2utrient Facts.................................................$7

Table *.$. Standard :ualit- Of Product...............................................................$7

Table *.&. %achines And /=uipents..................................................................&*

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+IST O8 8IGURE

Figure $.". Proponent Of Share............................................................................*

Figure &.". Functional T-pe Of Organi3ation........................................................0

Figure (.". PO2O;O'O %ap.............................................................................""

Figure (.$. 'raph Of Teperature @ ;ain Fall In PO2O;O'O........................."$

Figure (.&. S6OT %atri!......................................................................................"

Figure (.(. S6OT Anal-sis :uadrant................................................................ $9

Figure (.(. %arketing %i!....................................................................................$$

Figure *.". 8esiccated Coconut %ediu 'rade..................................................$*

Figure *.$. 8esign Packing...................................................................................$0

Figure *.&. Logo....................................................................................................$0

Figure *.(. Illustration Of One %ature Coconut...................................................&9

Figure *.*. 8e+usking Process............................................................................&9

Figure *.. Shelling Coconut................................................................................&"

Figure *.0. Paring Process....................................................................................&"

Figure *.1. 6ashing Process.................................................................................&$

Figure *.7. 'rating Process..................................................................................&$

Figure *."9. 8r-ing Process.................................................................................&&

Figure *."". Stand >p Bipper Pouches..................................................................&&

Figure *."$. Packing Process................................................................................&&

Figure *."&. PreProcessing @ Processing ...........................................................&(

Figure *."(. Coconut Trees..................................................................................&1

Figure *."*. Coconut @ Coconut %eat................................................................&7

Figure *.". %ap Of The Location........................................................................(9

Figure *."0. Pro)ect La-out Floor Plan.................................................................("

5


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APPRO#A+ S*EET

In Partial Fulfillent Of The ;e=uireent For The Course

$achelor Of Science In Entre,reneurial ana&e%ent

This stud- entitled

PONOROGO DESICCATED COCONUT A Feasibilit- Stud-

+as ,een Prepared And Subitted ,-

;AT2A 86I PA6/SI 49*9"15

6hose 'rade For The Paper IsDDDDDDDDDDDDDDDDDDDDDDD

Accepted In Partial Fulfillent Of The ;e=uireents Of The 8egree Of

$achelor Of Science In Entre,reneurial ana&e%ent

6


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Preface

All praises and thanks to ALLO+ S6T< who has provided grant and

guidance so that we can coplete our business plan on tie

Sall scale industr-< it is significant segent of the Indonesian econo-

and the ob)ectives underl-ing its developent are increase in the suppl- of

anufactured goods< the prootion of capital foration< the developent of

indigenous entrepreneurial talents and skills and the creation of eplo-ent

opportunities.

In this proposed pro)ect we have included various concept ethod of

anageent business to get success in build a sall business E sall scale

industr-. 8oing this pro)ect helped us to enhance our knowledge< e!periencesT I28>ST;J is nae of our

proposed business. That is a desiccated coconut anufacturer whose process fresh

coconut eat becoes grated dried coconut. 6e choose the nae of Pinerobecause Ponorogo is our hoetown and place where our industr- will be located.

799 T!PE O8 ORGANIFATION

The proposed pro)ect is a general partnership because each partners

shares in the profit and liabilit- of the industr-. This industr- will use the

Functional T-pe Organi3ation.

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DIRECTOR

PRODUCTION MANAGER MARKETING & FINANCEMANAGER

EMPLOYEES

C+APT/; &

ANAGEENT AND PERSONNE+ 8EASI$I+IT!


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19/94

,usiness ust look ahead< not behind. ItGs not )ust the big copan- need to

do< but ever- business ust innovativel- to copete. The- ust create new

products and services for new arkets. The- ust be creative< and coe up with

new ideas that never would have been thought before. 4b- Scott %cFarland5.

As new industr- we know that itGs not eas- to enter to the arket and

copete with copetitors< but we would do our best to grow our industr-. 6e will

develop new products and iprove our =ualit- for consuerGs satisfaction.

%arket centered organi3ation is desirable for our industr- with a hori3ontal

structure that will encourage epowerent< higher accountabilit- of overall

=ualit- of relationships and eplo-ees freedo to take action in satisf-ing

custoers individuall-. 4,- OTL/; and /LL/;< $9"$5.

,eside those concepts we also believe other concepts

T;/AT ,>SI2/SS AS A S/;I/S OF ;/LATIO2S+IPS 2OT ?>ST

ALLIA2C/S2ITLTS94949 TARGET ARET

,- using the data gathered in our research and stud-ing the current facilities

around the cit-< we have identified that urban areas are our priar- target arket.

6h- urban areas

>rban people e!perient with new products

>rban people alwa-s bus- at works and looking for convenient products.

>rban areas are +igh potential %arket< due to growing urban population.

>rban people willing to pa- preiu price for =ualit- products.

>rban areas are established retail chain for increase arket penetration. >rban areas ever growing iddle class and upper class sectors.

>94979 DEOGRAP*IC

Our deographic arket segentation shown in table (.".

Table (.". 8eographic

DEOGRAP*IC CRITERIA

". Age

$. Se!&. %arital status(. Incoe*. /ducation. Occupation

"*09 -ears old

%ale and FealeAll categoriesAll categoriesAll categoriesAll categories

>949


21/94

It is coposition of people who love eat foodsEcuisines E dishes cook using

coconut product< like baking < IndonesianGs culinar- foods < etc. and the- can find

eas- E siple wa- to ake coconut ilk E grated coconut b- using desiccated

grated coconut< it is reall- convenient and versatile. ,eside it is saving -our tie

also contain ore fatt- acids that can have profound positive effects on health.

That are includes fat loss< better brain function and various other aa3ing

benefits.

>94939 GEOGRAP*ICA+ +OCATION

Ponorogo is one of regenc- in east )ava< Indonesia. Ponorogo is divided into

$" districts it is located in the southwestern part of province of east )ava on the

border of central )ava province. It la-s appro!iatel- $99 k southwest of

Suraba-a 4the provincial capital of east )ava5. It has an areas of ".(9$


22/94

C+IATE

Tightl- cliatolog- is bearing with the situation of the place. ThereforeLATIO2 OF PO2O;'O ;/'/2C

!EAR A+E 8EA+E TOTA+

POPU+ATION

7242 ((&


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&. 6here t K period


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Table (.0. Showing the arket potential that we can suppl-< so we can estiate

our production and capital needed.

Table (.0.%A;/T POT/2TIAL

PERIODE ARET POTENTIA+

/A;L%O2T+L8AIL

$(99 ARET S*ARE

,ased on our capital capabilit-< we confident that we can suppl- about

*9H fro total arket potential.

Table (.1. %arket Share

PERIODE ARET S*ARE

earl-%onthl-8ail-

*9H ! $(9


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STRENGTH

Adequate availailit! "# raw $aterials

&i'h ("nsu$er)s reten"n rate

*ein' a natural +r"du(t, ("("nut industries have a +"tenal #uture

Pri(e ("$+eve and reas"nale

WEAKNESSES

Seas"nal availailit! #ruits

*rand a(-n"wled'$ent

La(- "# e.+erien(e and $ar-et +enetra"n

OPPORTUNITIES

Par(i+a"n with 'r"win' industries

/"$+eve advanta'e "ver #resh 'rated ("("nut $"re ("nvenient and versale1

P"n"r"'" ("$$unit! li-e (""-in' dishes(ulinar! #""ds uses ("("nut +r"du(ts

3evel"+in' $ar-et ! internet

New interna"nal $ar-ets

THREATS

4nstale '"vern$ent +"li(ies

New ("$+et"rs ta. in(reases

Risin' 'l"al war$in' +estdisease

>919 S/OT ANA+!SIS

>91949 S/OT ATRI

S6OT %atri! Figure Shown In Figure (.&.

Figure (.&. S6OT %AT;IU

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>91979 BUESTIONNAIRE DESIGN

:uestionnaire

2ae K 8A2I


28/94

>919


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>919>9 RESU+T O8 S/OT DATA PROCESSING

Table (."". ;/S>LT OF 8ATA P;OC/SSI2'

No 8actors Inte&rit

y

Ratin

&

Score

Internal 8actors E(aluation4IF/5

ST;/2'T+

" Ade=uate availabilit- of raw aterials. 9.* ( $

$ +igh consuerGs retention rate 9.$ ( 9.1

& ,eing a natural product< coconutindustries have a potential future

9.$ ( 9.1

( Price copetitive and reasonable. 9." ( 9.(

Total 4 >

6/A2/SS/S

" Seasonal availabilit- fruits. 9. $ ".$

$ Lack of ,rand acknowledgent 9.$ " 9.$

& Lack of e!perience and arketpenetration.

9.$ $ 9.(

Total 4 495

E:ternal 8actors E(aluation4/F/5

OPPO;T>2ITI/S

" Participation with growing industries. 9.$ ( 9.1

$ Copetitive advantage over fresh gratedcoconut 4ore convenient and versatile5.

9


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>91939 S/OT POSITION

S6OT position shown in figure (.(.

Figure (.(. S6OT Anal-sis :uadrant

S6OT position in =uadrant "< strateg- arketing for =uadrant " is

Aggressive strateg-< it is ean our industr- has strengths and opportunit- in

20


31/94

arket< in the other hand tapping the arket is eas-< our industr- in a good

position.

>91919 INTERNA+ AND ETERNA+ 8ACTORS E#A+UATION

Table (."$. Internal And /!ternal Factor /valuation.

I8E

E8E

STRENGT*S 0S6

Ade=uate availabilit-

of raw aterials. +igh consuerGs

retention rate. ,eing a natural

product< coconutindustries have a

potential future. Price copetitive and

reasonable.

/EANESSES 0/6

Seasonal

availabilit- fruits. ,rand

acknowledgent.

Lack of e!perienceand arket

penetration.

OPPORTUNITIES

Participation with

growing industries. Copetitive

advantage overfresh gratedcoconut 4oreconvenient andversatile5.

PO2O;O'O

counit- likecookingdishesEculinar-foods uses coconut

products. 8eveloping arket

b- internet. 2ew international

arkets

STRATEG! L SO

Produce high =ualit-

product with nicepacking and

copetitive price. Produce custoer

oriented products.

STRATEG! L /O

,ring new products

to arket to getbetter position

globall-. Focus on high

value segent toavoid costcopetition.

Feature

developent b-local tea.

T*REATS

>nstable

governentpolicies.

2ew copetitors @

ta! increases.

;ising global

STRATEG! L ST

Provide high value

than copetitors andcreate strong supplierrelationships.

Take local supplier.

2ew odel for

STRATEG! L /T

,asic certification

+ALALJ ofproducts.

+ire ore sales to

proote our

products.

21


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waring @pestEdisease

copetitive price.

>9=9 PROPOSED ARETING STRATEG!

%A;/TI2' %IU ST;AT/'

Figure (.*. %arketing i! strateg-

>9=949 PRODUCT STRATEG!

a5 6e will use attractive design on product packaging which appeals in foreign

arket and for product positioning< also to ake different our products with

copetitors products.

22

M

A

R

6

E 7

8 N

G

M

8 9

P

R

O

3

4

/

7

P

R

8

/

8

N

G

P

R

O

M

O

7

8

O

N

P

L

A

/

E


33/94

b5 6e will use stand up foil 3ipper pouches for packaging our products< stand up

foil 3ipper pouches are the best displa- packaging option< these pouches stand

on their own with a durable botto gusset and can be sealed perfectl- with a

3ip closure to keep the product inside as airtight as possible. It will preserve

the =ualit- and will not affect b- adverse weather conditions.

c5 6e have three kind of packaging

Sall Package "99 'ras%ediu Package $*9 'rasLarge Package *99 'ras

>9=979 PRICING STRATEG!

PO2O;O'O 8/SICCAT/8 COCO2>T I28>ST;J will use a i!ture

pricing ob)ective we use the target return pricing ethod where we decide price

based on -ield rate of return on investent. %ark up pricing will be used in e!port

and tourist arkets due to bu-ing power. 6e need a!iu current profit and

a!iu arket share in order to cover variables and soe fi!es cost. 6e

anticipate reaching ,/P volue within $nd &rd-ears after launch.

There will not be an- price discount and allowances due to it is low pricing

ethod to aintain desirable return< although we intent to doinate arkets with

lower cost< we ai to proote =ualit- and wealth- to create strong brand. /ach

consuer has different needs level< thus we provide three kind of price as

consuers needed9 P+ACEENT DISTRI$UTION STRATEG!

This is including a process of aking our products accessible for

consuption b- consuers. 6e will choose place around the urban areas< we

need strategic areas for increase our sales volue. Thus our proposed pro)ect will

be located at "9 S/LO A?I roads< PO2O;O'O ;egenc-< /ast ?ava< Indonesia.

That place is near PO2O;O'O bus station 4terinal5 about "99 eters< it

can reduce transportation fee of raw aterials. It is also convenient for consuers

to get our place the- can use an- kind of public transportations. 6e also tieup

with local retail stores< superarkets< alls< local distributors< suppliers andothers retailer in PO2O;O'O regenc- to distribute our products.

24


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C+APT/; *

PRODUCTION 8EASI$I+IT!

3949 PRODUCT OR SER#ICES

8esiccated coconut is a dried coconut product ade fro fresh coconut

eat that has been grated and dried. The dr-ing process reall- affects the final

=ualit- of the e!pected products. It contains no cholesterol or TranGs fat while

being rich in a nuber of essential nutrients< including dietar- fibers< anganesesing +aer %ill %achine.

Dryin& Process

Put grated coconut in the dr-er achine for dr-ing process at teperature

about 19QC for * inutes. This process is to reduce the water content of

grated coconut becoe $&H.

32


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Figure *."9. 8r-ing Process

Pac;in& Process

8esiccated coconut should be packed in airtight condition < it will preserve

the =ualit- of the product and akes product durable. So we use stand up

3ipper pouches with botto gusset that have good =ualit- of packing. The

proposed packing product without brand or design and packing process

shown in figure below

Figure *."". Stand >p Bipper Pouches 6ith 'usset ,otto

8i&ure 39479 Pac;in& Process

397979 8+O/ C*ART O8 DESICCATED COCONUT PROCESSING

33


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START

/O/ON47 :87& &4S6

REMO;8NG &4S6 OAS A;/AL ;AAT 4999 +A5

Perkeb.;ak-at

"*79 &9( &*(1 &*19 &*1 &9$ &90 &90

Perkeb.besarnegara

9 $1 $* "* "( "( "( "(

Perkeb. ,esarswasta

* "9( 7& "9" 01 1" 1" 1"

?ulah "


67/94

4949 PRO8I+ USA*A

elapa 4 cocos nucifera 5 erupakan salah satu penghasil bahan akanan

-ang sangat penting dalan kehidupan as-arakat Indonesia . hal ini dapat dilihat

dari ken-ataan bahwa 0*H in-ak nabati dan suber protein 1H berasal dari

kelapa. Selain itu 09H akanan di Indonesia berbahan dasar E eerlukan

capuran produk kelapa. elapa erupakan tanaan serba guna -ang

keseluruhan bagiann-a dapat dianfaatkan bagi kehidupan anusia dan dapat

enghasilkan keuntungan. Oleh karena itu kelapaepun-ai arti -ang sangat

penting bagi kehidupan perekonoian di Indonesia. 4Suhardi-ono


68/94

Profil usaha produkproduk akhir kelapa -ang sudah ulai berkebanghingga saat ini antara lain nata de coco< serat< arang tepurung< gula erah< dandesicated coconut4Tabel "5 enun)ukkan kela-akan usaha -ang tinggi. Akhirakhir ini telah berkebang pula virgin coconut oil 4#CO5 -ang erupakan

akanan supleen dan )uga obat. ,eberapa habatan -ang diperkirakan unculseperti kontinuitas pasok bahan baku tern-ata dapat diatasi sehingga industriasih bertahan dengan kondisi -ang baik.,ila pengebangan dapat dilaksanakansecara JterpaduJ aka pasok bahan baku akan lebih ter)ain.

Tabel 4939 Profil Usaha $ebera,a Produ;si ela,a

Produ; S;ala N,(

0R,9juta6

$C IRR

06

P$P

0Tahun6

2ata de coco ecil 7*& ".&$ &$ "

Coconut fiber %enengah $


69/94

79 PO+A PE$IA!AAN

>ntuk pebia-aan usaha industr- kelapa parut kering ponorogo ini

4 PO2O;O'O 8/SICCAT/8 COCO2>T5 kai akan engadakan ker)a saa

odal E encari patner odal usaha. 8i sini kai sudah eiliki tiga partner

usaha -ang asing asing akan eberikan kontribusi odal sesuai keapuan

asing asing pihak< dan kekurangann-a akan kai akan elakukan pin)aan

odal ke ,ank. Pebia-aan bank han-a untuk odal usaha industr- kecil dan

besar< bank akan sangat berhatai hati dala eberkan pin)aan kepada

nasabahn-a . dari hasil surve- kai bank -ang biasan-a eberikan pin)aan

odal kepada industr- kecil di Indonesia adalah bank ,;I.

8ala penialian kredit untuk para pengusaha industr- ,;I enggunakan

criteria *C -aitu capital< capacit-< collateral< dan condition. 8ari kelia Ctersebut ,;I eprioritaskan penilaian karakter dan agunan -ang diiliki

peruasaan.

8


70/94

saha Produk kelapa parut kering 4 desiccated coconut5 epun-ai

peluang usaha -ang sangat luas . pada uun-a desiccated coconut ini tidak

diproduksi kalangan ruah tangga< tetapi di produksi oleh industri kecilur ekonois

$ ?ulah hari ker)aE bulan?ulah bulan pertahun

+ari,ulan

$*"$

& Skala usahaa5. input

b5. produksi,utir,ungkus

*.999"9.999

,ahan baku+asil produksi

( Tenaga ker)aa5. tetap

b5. ana)een direktur

kar-awan

Orang

OrangOrang

*

"$

* >pah tenaga ker)a4perbulan5a5. tetap

b5. ana)eendirekturkar-awan

;pEorang

;pEorang;pEorang

199 rb

"


89/94

Pengertian bia-a adalah suatu pengorbanan -ang sudah dikeluarkan untuk

eperoleh suatu podukE kooditi dan tidak bertu)uan untuk peborosan 4 'ani

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