v

PREFACE

Praise to the Lord for His abundant blessings and love that the writer could

finish this final project on time. The final project entitled The Business Proposal

of Scream for Cream Gelato Café in Riau Street Bandung, is done to fulfill a part

of academic requirements for the degree of Professional Bachelor in Tourism

(Sarjana Terapan Pariwisata – S.Tr.Par.) in Hospitality Management Program of

Sekolah Tinggi Pariwisata Pelita Harapan – Tangerang, Banten.

The writer realizes, without guidance, support, and prayers from many people,

this final project cannot be done on time. Because of that, the author would like to

express her gratitude to those people who have contributed in the completion of

this final project:

1. Mr. Vasco Adato H. Goeltom, S.ST.Par., M.M., as the advisor of the Final

Project who has provided his time to give guidance, advices, and support the

writer in the completion of this Final Project.

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

School of Hospitality and Tourism for her guidance and support during writer’s

study period.

3. Mrs. Amelda Pramezwary, A.Par., M.M., as the Head of Hospitality

Management for her guidance and support during writer’s study period.

4. Mr. Jeffry Widjaja, S.E., M.M., as the Director of Administration Sekolah

Tinggi Pariwisata Pelita Harapan for his support during writer’s study period.

5. Mrs. Wulan Meiaya Wowor, S.E., M.M., as the Academic Advisor for her

guidance and support during writer’s study period.

vi

6. The examines team: Mrs. Amelda Pramezwary, A. Par., M.M., Mrs. Lyly

Soemarni, S.E., M.M., and Mr. Reagan Brian S.ST., M.M. as well as the

secretary Mrs. Sondang Hasugian, S.E., who have held the comprehensive final

project examination, for the kind support and inputs to top off this business

proposal.

7. All lecturers at Sekolah Tinggi Pariwisata Pelita Harapan who have thought,

assisted, sharing, and support during writer’s study period and during the

process of the Final Project making.

8. All administration staffs of Sekolah Tinggi Pariwisata Pelita Harapan who have

assisted in settling all administration matters.

9. All staffs of Johanes Oentoro Library Pelita Harapan University for their help

and assistance during the completion of the Final Project.

10. My big family, especially Mr. Andry Senjaya, Mrs. Lany Muliaty Salim,

Enrico Senjaya, and Geraldo Suryanaga Senjaya, that always give their never

ending support and prayers through the ups and down of the writer in making

this final project.

11. My dearest best friends Maria Elva, Astri Gitarani, Angel Swastika that always

support each other during the up and down of the final project and fight

together from the beginning of the semester until finish the final defense

together.

12. My close friends Setiawan Hengly Teja and Marcella Putri Halim that always

give their support until the end of this final project.

vii

13. To all classmates in Hospitality Management 2012 D Class for the friendship

and unforgettable memories during the past three and half years of stury in

Sekolah Tinggi Pariwisata Pelita Harapan.

14. Jessica Marthen , Elisa Claudya, and Petrus Valentino that help me in making

the café’s design and all utilities design.

15. All friends from all majors and cohorts in UPH for being friends of the writer.

16. All people whose name cannot be mentioned one by one for the help, support,

prayer, time, and advices regarding this final project.

Finally, the writter considered there are still many imperfection of this final

project because of limited knowledge and experience. Any comments or

suggestions from the readers will be very useful in the future. Hopefully, this final

project may be useful and beneficial for those who read it. Thank you and may God

bless you all.

Karawaci, 20 January 2016

Verina Noviana Senjaya

viii

TABLE OF CONTENT

Page

COVER

STATEMENT OF FINAL PROJECT AUTHENTICITY

FINAL PROJECT ADVISOR’S STATEMENT OF AGREEMENT

FINAL PROJECT EXAMINERS’ STATEMENT OF

AGREEMENT

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

TABLE OF CONTENT .......................................................................... viii

LIST OF PICTURE ................................................................................ x

LIST OF FIGURE ................................................................................... xi

LIST OF TABLE ..................................................................................... xii

LIST OF APPENDIX ............................................................................. xiv

CHAPTER I INTRODUCTION

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

B. The Objectives .................................................................................. 7

C. Research Method .............................................................................. 8

D. Theoretical Base ............................................................................... 9

CHAPTER II MARKET AND MARKETING ASPECT

A. Demand Analysis ............................................................................. 28

B. Supply Analysis ................................................................................ 44

C. Segmentation, Targeting, and Positioning ....................................... 59

D. Marketing Mix ................................................................................. 66

E. Economic, Social, Legal and Politic, Environmental and

Technology Aspect .......................................................................... 82

CHAPTER III TECHNICAL ASPECT

A. Type of Activities and Facilities ...................................................... 86

B. Relationship Analysis Between Activities Functional and

Facilities ........................................................................................... 94

C. The Calculation of Space Needed for the Facilities ....................... 97

D. Location Selection ............................................................................ 98

E. Technology Used .............................................................................. 101

ix

CHAPTER IV THE MANAGEMENT ASPECT

A. Organization ..................................................................................... 104

B. Human Resources ............................................................................. 117

C. Legal Aspect ..................................................................................... 126

CHAPTER V FINANCIAL ASPECT

A. Source and Needs of Fund ............................................................... 137

B. The Projection of Operating Expense .............................................. 139

C. The Projection of Revenue ............................................................... 143

D. The Projection of Balance Sheet ...................................................... 144

E. The Projection of Income Statement ................................................ 146

F. The Projection of Cash Flow ............................................................ 147

G. Break-Even Point Analysis .............................................................. 148

H. The Investment Valuation ................................................................ 149

I. Financial Ratio ................................................................................ 152

J. Risk Management ............................................................................ 157

CHAPTER VI CONCLUSION .......................................................... 160

REFERENCES

APPENDIX

CURRICULUM VITAE

x

LIST OF PICTURE

No. Description Page

1. Scream for Cream Logo .............................................................. 70

xi

LIST OF FIGURE

No. Description Page

1. Five Forces Porter of Scream for Cream ..................................... 55

2. Customer Process Flow ............................................................... 87

3. Service Flow ................................................................................ 89

4. Production Flow .......................................................................... 90

5. Organization Structure of Scream for Cream .............................. 114

xii

LIST OF TABLE

No. Description Page

1. Number of Population in Bandung ................................................... 2

2. Total Number of Domestic and International Tourists in Bandung . 2

3. Gross Domestic Regional Product of Bandung from 2011-2014 at

Constant Market Price 2010 .............................................................. 4

4. Gelato Outlets in Bandung ................................................................ 5

5. Weekly Average of Ice Cream Consumption and Expenditure Per

Capita in Indonesia ........................................................................... 6

6. Total Population in Bandung by Age Group .................................... 29

7. Reliability Analysis ........................................................................... 31

8. Questionnaire Result Regarding Respondent Profile ....................... 32

9. Questionnaire Result Regarding Market Condition …...................... 34

10. Questionnaire Result Regarding Location and Facilities ….............. 35

11. Questionnaire Result Regarding Marketing Mix (Product) .............. 37

12. Questionnaire Result Regarding Marketing Mix (Price) .................. 38

13. Questionnaire Result Regarding Marketing Mix (Place) .................. 39

14. Questionnaire Result Regarding Marketing Mix (Promotion) ......... 39

15. Questionnaire Result Regarding Marketing Mix (People) ............... 41

16. Questionnaire Result Regarding Marketing Mix (Packaging) .......... 42

17. Questionnaire Result Regarding Marketing Mix (Programming) .... 43

18. Questionnaire Result Regarding Marketing Mix (Partnership) ........ 44

19. Substitute Competitor of Scream for Cream ..................................... 46

20. Indirect Competitor of Scream for Cream ........................................ 46

21. SWOT Analysis of Scream for Cream .............................................. 48

22. Scream for Cream’s Products ........................................................... 68

23. Scream for Cream Menu and Price List ............................................ 74

24. Event Promotion of Scram for Cream .............................................. 78

25. Scream for Cream Packages ............................................................. 80

26. Toppings for Platter .......................................................................... 81

27. Programming of Scream for Cream .................................................. 81

28. Relationship between Customer Process Flow and Facilities Used . 94

xiii

29. Relationship between Service Flow and Facilities Used .................. 95

30. Relationship between Production Flow and Facilities Used ............. 96

31. Calculation of Facility Needed ......................................................... 98

32. Location Comparison for Gelato Café .............................................. 99

33. Job Description of Scream for Cream ............................................... 105

34. Job Specification of Scream for Cream ............................................ 108

35. F&B Production Staffs Needed ........................................................ 115

36. F&B Service Staffs Needed .............................................................. 115

37. Total Employees at Scream for Cream ............................................. 116

38. Shift at Scream for Cream ................................................................. 116

39. The Schedule of Employees at Scream for Cream ........................... 117

40. Salary of Scream for Cream’s Employees ........................................ 122

41. Social Security Expense of Scream for Cream ................................. 124

42. Training and Development Program of Scream for Cream .............. 126

43. Legality Expense of Scream for Cream ............................................ 136

44. Initial Investment of Scream for Cream ............................................ 137

45. Initial Investment Distribution .......................................................... 138

46. Operational Expense of Scream for Cream ...................................... 139

47. Salary of Scream for Cream’s Employees ........................................ 140

48. Social Security Expense of Scream for Cream ................................. 141

49. Utilities Expense of Scream for Cream ............................................ 141

50. Training and Development Expense of Scream for Cream .............. 142

51. Marketing Expense of Scream for Cream ......................................... 143

xiv

LIST OF APPENDIX

Page

Questionnaire ............................................................................................ A-1

Supplier List .............................................................................................. B-1

Design Promotion ...................................................................................... C-1

Design Floor Plan and 3D Layout ............................................................. D-1

Design Packaging ...................................................................................... E-1

Employee Uniform .................................................................................... F-1

Social Media .............................................................................................. G-1

Standard Recipe ......................................................................................... H-1

COGS ........................................................................................................ I-1

Expenses .................................................................................................... J-1

Financial Statement ................................................................................... K-1