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PREFACE

Profound praises and expression of gratitude to God for all His blessing

and guidance, so that this Final Project has finally finished well.

The Final Project with title, In the Box is being proposed to achieve and

fulfil one of the requirements in order to get the Diploma IV Degree Hospitality

Management Program in Pelita Harapan School of Hospitality and Tourism.

During 6 months, without guidance, advices, supports, and prayer from all

parts around, this Final Project will not be able to be accomplished at the right

time. Hence, writer would like to convey her sincere thank you for all parts that

have taken part in helping during the process of doing the Final Project, due to:

1. Mr. Vincentius Nonot Yuliantoro, S.Sos,M.M as the advisor

2. Dr. Diena Mutiara Lemy, A.Par., M.M., as the Dean of Pelita Harapan School

of Hospitality and Tourism.

3. Mrs. Amelda Pramezwary, A.Par., M.M., as the academic advisor and Head of

Hospitality Management Program Pelita Harapan School of Hospitality and

Tourism.

4. The examiners team. Mr. Vasco Adato H. Goeltom, S.ST.Par., M.M., Mr.

Reagan Brian, S.ST, M.M., Mrs. Wulanmeijaya Wowor, S.E., M.M as the

examiner team.

5. Dr. Rudyanto, S.E., M.M., as the lecturer of Investment and Feasibility Study

Management.

6. All lecturers in Pelita Harapan School of Hospitality and Tourism.

7. All staffs in Pelita Harapan School of Hospitality and Tourism that helped the

writer in the administrative activity.

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8. All staffs in Johannes Oentoro Library that helped the writer until graduate

from Pelita Harapan School of Hospitality and Tourism.

9. All D and C-2011 classmates for the wonderful teamwork, moments and

remarkable years in Hospitality Management until this Final Project is

accomplished.

10. For the best friends in my life Raisa Azalia, Samuel Halim Kevin Addy,

Rayindra, Hendry Winata, Steven Muliadi, Jefferson Hermawan, Rendy

Linardy, Heru Kusetyo, Sasha Tjonaddi, Livany Leonardo, Silvany Ekawati,

Melianthi, Stephanie, Daniel Tjong, Aldella Crisentia and others who have

thoroughly helped me with their ideas, effort, time and laughter.

11. For my parents and family especially, Kamaluddin Gozali, Angeline Adrijanti,

Anita Gozali and all of my big family for the moral support, advices and

understanding during my time while processing this Final Project.

12. Thank you also for all those who cannot be mentioned one by one whom are

always be ready for helping, supporting and caring to make this Final Project

Successful.

Finally, to realize that there is still imperfection within this Final Project, so that,

supporting critics and suggestions will be very much appreciated and used.

Hopefully the Final Project may be of benefits for everyone who read it.

Karawaci, 15 February 2015

Andy Gozali

vii

TABLE OF CONTENT

COVER PAGE ...................................................................................................... i

FINAL PROJECT ACKNOWLEDGEMENT .................................................. ii

ADVISORS’ STATEMENT OF AGREEMENT ............................................. iii

COMMITTEE OF FINAL PROJECT EXAMINERS’ STATEMENT OF

AGREEMENT .................................................................................................... iv

PREFACE .............................................................................................................. v

TABLE OF CONTENT ..................................................................................... vii

LIST OF PICTURE ............................................................................................ ix

LIST OF TABLE .................................................................................................. x

LIST OF ATTACHMNET ................................................................................. xi

CHAPTER I INTRODUCTION .............................................................. 1

A. The Initial Idea ................................................................ 1

B. The Objectives ................................................................. 3

C. Research Methodology .................................................... 3

D. Theoretical Conceptual Review ..................................... 6

CHAPTER II MARKET AND MARKETING ASPECT ..................... 16

A. Demand Analysis ......................................................... 16

B. Supply Analysis .................................................................... 28

C. Segmentation, Targeting and Positioning ............................ 47

D. Marketing Mix ............................................................. 50

E. Economic, Social, Legal and Politic, Environment

and Technology ............................................................ 59

CHAPTER III TECHNICAL ASPECT ................................................... 61

A. Type of Activities and Facilities .................................. 61

B. Relationship Analysis between Activities Functional

and Facilities ................................................................. 66

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C. The Calculation of Space Needed

For the Facilities ........................................................... 68

D. Location Selection ........................................................ 69

E. Technology Used .......................................................... 71

CHAPTER IV MANAGEMENT ASPECT ............................................. 73

A. Organization ................................................................. 73

B. Human Resource .......................................................... 80

C. Legal Aspect ................................................................. 88

CHAPTER V FINANCIAL ASPECT .................................................... 92

A. Sources and Needs of Fund ........................................... 92

B. The Projection of Operating Expenses .......................... 93

C. The Projection of Revenues .......................................... 97

D. The Projection of Balance Sheet ................................... 98

E. The Projection of Income Statement ............................. 99

F. The Projection of Cash Flow ......................................... 99

G. Break-even Point Analysis .......................................... 100

H. The Investment Valuation ........................................... 100

I. The Projection of Income Statement ............................ 107

CHAPTER VI CONCLUSION ................................................................. 97

A. Conclusion .................................................................. 109

REFERENCES

ATTACHMENT

CURRICULUM VITAE

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LIST OF PICTURE

No. Detail Page

1 In the Box Five Forces Porter 40

2 In the Box Logo 53

3 Customer Dine in Flow 61

4 In the Box Organizational Structure 77

x

LIST OF TABLE

No. Detail Page

1 Human Development Index by Province, 2009-2012 2

2 Data of density Kelurahan Menteng 2

3 National Population Density 15

4 Reliability Analysis 16

5 Questionnaire Regarding Respondent Profile 17

6 Questionnaire Regarding Market Condition 18

7 Questionnaire Regarding Marketing Mix 19

8 In the Box direct competitor 30

9 In the Box indirect competitor 31

10 In the Box supplier 36

11 In the Box SWOT Analysis 44

12 In the Box Food Menu 51

13 In the Box Beverage Menu 52

14 In the Box Supporting Facilities 66

15 In the Box Facilities and Activities 67

16 Calculation of Area Needs 68

17 In the Box Location Analysis 70

18 Job Specification and Job Description 74

19 Employee Working Schedule 76

20 F&B Service Staffs Needed 78

21 F&B Production Staffs Needed 78

22 Total Staff Needed 79

23 Staff Schedule 79

24 Staff’s Salary 84

25 Training and Development Programs 87

26 In the Box Investment Needed 92

27 Investment Fund Details 92

28 In the Box 1st Year Operating Expenses 93

29 In the Box 1st Year Balance Sheet 98

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LIST OF ATTACHMENT

No. Detail Page

1 Questionnaire 1

2 SPSS Result 1

3 F&B Cost 1

4 Design 1

5 Financial Aspect 1