BUSINESS PLAN ON AVIAN INFLUENZA PREMIX FOR POULTRIES FINAL REPORT
By: Dharma Satria Utomo 19004101
Undergraduate Program School of Business and Management Institut Teknologi Bandung
VALIDATION PAGE
BUSINESS PLAN ON AVIAN INFLUENZA PREMIX FOR POULTRIES
By: DHARMA SATRIA UTOMO ID No: 19004101
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
(Dwi Larso, PhD.)
RENCANA BISNIS PREMIX FLU BURUNG UNTUK UNGGAS DHARMA SATRIA UTOMO 19004101 Tanggal Ujian Akhir: 7 Agustus 2007 Tanggal Wisuda: 27 Oktober 2007 Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dwi Larso, PhD
ABSTRAK Industri unggas memiliki peran yang penting bagi perekonomian Indonesia. Dengan industri unggas yang bagus maka Indonesia dapat membuka dan mengembangkan lapangan kerja dan sumber penghasilan bagi rakyat Indonesia. Oleh karena itu industri unggas perlu mendapat perhatian khusus dari pemerintah Indonesia terutama setelah terjadinya kasus flu burung yang mengakibatkan kerugian besar baik secara ekonomi maupun sosial. Program-program untuk mengatasi flu burung harus dilaksanakan dengan baik sehingga industri unggas dan pihak-pihak yang berkaitan dapat berkembang. Tanpa ada program pencegahan flu burung maka besar kemungkinan industri unggas Indonesia akan kembali terguncang. Program vaksinasi dan pemusnahan massal unggas sudah pernah diterapkan namun program tersebut memiliki kelemahan masing-masing. Vaksin memiliki harga yang relatif mahal bagi sebagian peternak sedangkan pemusnahan massal banyak merugikan peternak. Maka dari itu diperlukan sebuah solusi alternatif untuk pencegahan flu burung. Berdasarkan pada penelitian yang dilakukan, ditemukan bahwa daun pepaya memiliki kandungan yang dapat menon-aktifkan virus flu burung. Dengan bahan utama daun pepaya dan campuran bahan-bahan tertentu yang diolah dengan proses produksi yang tepat maka dapat dihasilkan produk premix pencegah virus flu burung. Bahan alami yang terdapat pada produk ini menyebabkan produk ini menyehatkan dan memiliki biaya bahan mentah yang rendah. Bisnis produk premix ini menawarkan pasar yang relatif besar dan menguntungkan. Kompetisi pada pasar ini juga terbilang rendah karena belum banyak perusahaan yang menargetkan pasar ini. Proyeksi 5 tahun ke depan dari bisnis produk ini memberikan keuntungan yang besar dengan modal yang relatif kecil. Kesuksesan dari bisnis ini didukung oleh komitmen pihak-pihak yang terkait, promosi dan edukasi yang intensif, serta keunggulankeunggulan dari produk ini yang tidak mudah ditiru. Dari hasil proyeksi penjualan maka dapat dilihat potensi bisnis ini di masa depan. Kata kunci: Flu Burung, Unggas, Pepaya
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BUSINESS PLAN ON AVIAN INFLUENZA PREMIX FOR POULTRIES DHARMA SATRIA UTOMO 19004101 Date of Final Examination: August 7 th, 2007 Date of Graduation: October 27th, 2007 Undergraduate Program, Institut Teknologi Bandung, 2007 Advisor: Dwi Larso, PhD
ABSTRACT
Poultry industry has an important role for the economy of Indonesia. With excellent poultry industry, Indonesia can open and develop work field and income source for Indonesian citizen. Because of that, poultry industry need special attention from Indonesian government especially after bird flu case which cause big loss both economically and socially. Programs for overcoming bird flu have to be done well so that poultry industry and other related industries can develop properly. Without appropriate program for preventing bird flu, there is big possibility that the poultry industry will shake again. Vaccination and stamping out program had been done before but those programs have its own disadvantages. Vaccines have relatively expensive price so the breeders can’t afford it. Stamping out program had caused losses for many breeders. So we need an alternative solution to prevent bird flu. Based on research that had been done, we found that papaya leaves contain material which can inactivate the bird flu virus. With main ingredient papaya leaves and mixture of certain materials which is processed with definite production process, we can create premix product that can prevent bird flu virus. The natural ingredients contained in the product make the product healthy and have low raw material cost. This premix product business offer relatively big and profitable market. The competition in this market is also low because not many companies which target this market. Five years future projection from this product business gives big profit with relatively low capital. The success of this business is supported by commitment for related parties, intensive promotions and educations, and special qualities from the product that is not easy to imitate. From the sales projection, we can see the potential of this business in the future. Keywords: Bird Flu, Poultry, Papaya
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FOREWORD Praise and thanks to God for the blessing so this final report can be finished well. Thanks to god for the guidance so the final report titled “Business Plan on Avian Influenza Premix for Poultries” can be accomplished in a good way and on time.
In the process of writing this business plan, the writer gets much advice and support from many parties. Without their help, the writer can not finish this final report on time. Because of that, the writer would like to thanks to: 1. My family (Alm. Papa in Heaven & Mama, Eting, Imes in Semarang) for the support all this time. 2. Dwi Larso, PhD as the advisor of this final report for guiding the writer to become entrepreneur. 3. Friends and colleagues in FKH UGM who have done the research and helping the writer in finishing the final report. 4. Friends in SBM ITB who give many help and support to the writer. 5. SBM ITB staffs for the assistance to the writer. 6. MBA ITB library staff for helping the writer to search many books and theses. 7. Sanbe Farma employees who are willing to be interviewed and give supporting data for the writer. 8. Breeders in Ciheudeng who are willing to be interviewed and shows the writer the poultry ranch. 9. All parties who can not be mentioned one by one who have give many help and support for the writer in making the final report.
Bandung, 27th July 2007
Dharma Satria Utomo Writer iii
LIST OF CONTENTS
ABSTRAK ……………………………………………………….………………………i ABSTRACT……………………………………………………………………………..ii FOREWORD...…………………………………………………...…………………..…iii LIST OF CONTENTS ..………………………………………….…………………..…iv LIST OF FIGURES ……………………………………………………………...….….vi LIST OF TABLES ………………………………………………………...……...……vii CHAPTER I INTRODUCTION…………………………………………………………1 1.1 Background…………………...……………………..……………………………… 1 1.2 Business Description………………………………………………………………..3 1.3 Scope……………………………………………………..…………………………4 1.4 Data Collecting Method……………………………………….……………………4 1.5 Outline………………………………………………………………………………5 CHAPTER II BUSINESS PLAN……………………………………...………...………7 2.1 Executive Summary…………………………………………………...……………7 2.2 Company and Business Description………………………………………...………8 2.3 Product Plan……………………………….………………………………………12 2.3.1 Product Theoretical Foundations….……………………………………12 2.3.2 Product Manufacturing Process…………...……………………………15 2.3.3 Product Life Cycle…………………………...…………………………15 2.4 Market Analysis………………………………………………...…………………17 2.4.1 Market Size………………………………………………………..……17 2.4.2 Competitors………………………………………………………..……19 2.4.3 Target Market…………………………………………………………...20 2.4.4 SWOT Analysis……………...…………………………………………21 2.5 Marketing Plan and Strategy………………………………………………………22 2.5.1 Marketing Mix Strategy………………….………………………..……22 2.5.2 Sales Strategy……………………………….……………………..……23 2.5.3 Customer Database……………………………..………………………23 2.5.4 Sales Forecast…………………………………………...………………24 2.5.5 Product Distribution…………………………………………….………25 2.6 Operations Plan…………………………………….……………………...………26 iv
2.6.1 Research and Development………………………..……………………26 2.6.2 Production System……………………………………..……………….30 2.7 Management Team……………………………………………………...…………31 2.8 Financial Plan………………………………………………………………...……32 2.8.1 Capital Expenditures……………………………………………………32 2.8.2 Basic Assumptions……………………..………………………….……32 2.8.3 Income Statement…………………………….…………………………33 2.8.4 Balance Sheet……………………………………...……………………33 2.8.5 Cash flow………………………………………….……………………33 2.8.6 Ratio…………………………………………………….………………33 2.8.7 Risk Management………………………………………………………33 CHAPTER III CLOSING………………………………………………………………35 3.1 Conclusions…………………………..……………………………………………35 3.2 Recommendations………………………….………………………...……………36 REFERENCES……………………………………………………...…………………viii APPENDIXES…………………………………………………………………………….
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LIST OF FIGURES Figure 1 Bird Flu Case in Human in Indonesia………………………………………….1 Figure 2 Data Collecting Method…………………..……………………………………5 Figure 3 Product Manufacturing Process.........................................................................15 Figure 4 Product Life Cycle…………………………….………………………………15 Figure 5 Market Size of Premix………………………………...………………………18 Figure 6 Sales Forecast....................................................................................................24 Figure 7 Marketing Process…………………………………………….………………26 Figure 8 Production Systems…………………………………………………...………30 Figure 9 Management Team……………………………………………………………32
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LIST OF TABLES Table 1 Capital Expenditures…………………………………………………...………11 Table 2 Poultries Population Data 2006 from Dinas Peternakan Jabar………………...17 Table 3 Production Increase from 2003-2006 of Chicken Meat in West Java…………21 Table 4 FCR Research Data………………………………………………………….…29
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REFERENCES Adams, Bob, 1998, Complete Business Plan 1st edition, Massachusetts, Streetwise Avian Flu, en.wikipedia.org/wiki/avian_flu, access at 19th July 2007 Avian Flu, www.cdc.gov/flu/avian/, access at 13th July 2007 Avian Influenza, www.who.int/csr/disease/avian_influenza/en/, access at 10 th July 2007 Best, R.J, 2005, Market-Based Management, fourth edition, Pearson, Prentice Hall Brigman, E.F., 1999, Manajemen Keuangan, Jakarta : Erlangga Chan Kim, W & Mauborgne, R, 2006, Blue Ocean Strategy, (terjemahan) Wahono, S, Jakarta : Serambi Cucunawangsih, 2007, Flu Burung, Jakarta : Bhuana Ilmu Populer Davis, M.M, Aquilano, N.J, & Chase, R.B., 2003, Fundamentals of Operations Management, New York : McGraw-Hill Irwin Flu Burung, www.litbang.deptan.go.id/special/ai, access at 12th July 2007 Gitman, L.J., 2006, Principle of Managerial Finance, Boston : Pearson Kotler, P., Armstrong, G., 2006, Principles of Marketing 11th Edition, New Jersey : Prentice Hall Kotler, P., 2000, Marketing Management, New Jersey : Prentice Hall, Inc M. Abrams, Rhonda, 1993, The Successful Business Plan: Secret & Strategies 2nd Edition, The Oasis Press, Oregon, USA Miller, M, 2005, Alpha Teach Yourself Business Plan, (terjemahan), Anwar, A.K., Jakarta : Prenada Rangkuti, Freddy, 2000, Teknik Membuat Perencanaan Bisnis dan Analisis Kasus, Jakarta : PT Gramedia Pustaka Utama Yuliarti Nurheti, 2007, Menyingkap Rahasia Flu Burung, Jakarta : Penerbit Andi
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