i

Perencanaan Bisnis

"Analisa Perencanaan Bisnis “King Reptile on Food

Truck” di Kota Semarang

TESIS

Diajukan Sebagai Salah Satu Syarat Untuk Menyelesaikan

Program Magister Manajemen

Universitas Katolik Soegijapranata Semarang

Oleh :

PROGRAM PASCA SARJANA

MAGISTER MANAJEMEN

UNIVERSITAS KATOLIK SOEGIJAPRANATA

SEMARANG

2017

Deni Prayogo Hangga Sanja

14.D3.0018

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DAFTAR ISI DAFTAR ISI ................................................................................................................ ii

DAFTAR GAMBAR ................................................................................................. vii

DAFTAR TABEL ..................................................................................................... viii

BAB I PENDAHULUAN ............................................................................................ 1

A. Latar Belakang .................................................................................................. 1

1. Konsep Dasar Bisnis King reptile 86 ............................................................ 5

2. Konsep Bisnis Plan King Reptile 86 On Food Truck.................................... 6

B. Rumusan Masalah ........................................................................................... 16

C. Tujuan Dan Manfaat Penelitian ...................................................................... 17

BAB II Tinjauan Pustaka ........................................................................................... 18

A. Tinjauan Pustaka ................................................................................................. 18

2. 1. Pengertian Kuliner ....................................................................................... 18

2. 2. Pengertian Wirausaha .................................................................................. 20

2.1.1. Ciri-Ciri Wirausahawan ....................................................................... 22

2.1.2. Aspek-Aspek Kewirausahaan .............................................................. 23

2.1.3. (Laksana, 2013) dalam Geoffrey G. Meredith (1996 : 5-6)

mengungkapkan ciri dan sifat wirausaha adalah : .............................................. 24

2. 3. Pengertian Bisnis Plan ................................................................................. 26

2. 4. Pengertian Inovasi ....................................................................................... 29

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2. 5. Aspek – Aspek dalam Perencanaan Bisnis .................................................. 31

2.5.1 Analisis Aspek Pasar ............................................................................ 31

2.5.2 Aspek Teknis atau Operasi................................................................... 34

2.5.3 Aspek Sumber Daya Manusia (SDM).................................................. 35

2.5.4 Aspek finansial (keuangan) .................................................................. 39

2.5.5 Langkah Pemecahan Masalah .............................................................. 42

2.5.6 Definisi operasi .................................................................................... 44

2.5.7 Penelitian Terdahulu ............................................................................ 45

2. 6. Break Even Point (BEP) / Titik Impas ........................................................ 46

BAB III Metode Penelitian ....................................................................................... 47

3.1 Penetapan Obyek Permasalahan .................................................................. 47

3.2 Pengumpul Data .......................................................................................... 47

3.2.1. Jenis Data dan Sumber Data ................................................................ 47

3.3 Alat Pengumpulan data................................................................................ 47

3.4 Pemecahan Masalah / Analisis .................................................................... 48

3.5 Berikut ini dijelaskan mengenai tabel data, sumber data, metode dan teknil

analisis data : .......................................................................................................... 51

BAB IV HASIL ANALISIS DAN PEMBAHASAN ................................................ 57

4.1 Konsep Bisnis King Reptile on Food Truck” ............................................. 57

4.2 Perencanaan Aspek Pemasaran ................................................................... 57

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4.2.1 Analisa Pesaing .................................................................................... 57

4.2.2 Keterangan pada tiap aspek marketing mix 7P : ................................. 63

4.2.3 Segmentasi ........................................................................................... 65

4.2.4 Targeting .............................................................................................. 73

4.2.5 Positioning............................................................................................ 75

4.2.6 Target Penjualan................................................................................... 76

4.2.7 Biaya Pemasaran .................................................................................. 76

4.2.8 Strategi Pemasaran Menggunakan Go-Jek........................................... 78

4.3 Perencanaan Aspek Operasi ........................................................................ 85

4.4 Perencanaan Aspek SDM (Sumber Daya Manusia) .................................... 91

4.5 Perencanaan Aspek Keuangan .................................................................... 95

Perkiraan Penjualan Per Hari .............................................................................. 96

Rincian Gaji Pegawai.......................................................................................... 99

LAPORAN LABA / RUGI ............................................................................... 101

LAPORAN ARUS KAS ................................................................................... 103

LAPORAN NERACA ...................................................................................... 107

NPV (NET PRESENT VALUE) ...................................................................... 108

PI (Profitability Index) ...................................................................................... 109

PP (Payback Period) ......................................................................................... 110

IRR (Internal Rate of Return) ........................................................................... 111

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4.6 Analisa Titik Impas / Break Event Poin (BEP) ......................................... 112

4.7 Analisa Sensitivitas ................................................................................... 118

BAB V PENUTUP .................................................................................................. 124

5.1. Kesimpulan ................................................................................................ 124

5.2. Saran .......................................................................................................... 126

BAB VI DAFTAR PUSTAKA ................................................................................ 127

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HALAMAN PERSETUJUAN

NAMA : Deni Prayogo Hangga Sanjaya

NIM : 14.D3.0018

PROGRAM STUDI : Program Pascasarjana MM Manajemen.

Bidang Konsentrasi : Technopreneurship

JUDUL TESIS : Analisa Perencanaan Bisnis King Reptile on Food Truck di

Kota Semarang

Semarang, November 2016

Disetujui Oleh :

Pembimbing I Pembimbing II

Dr. Rustina Untari, MSc Eny Trimeiningrum, SE, MSi

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DAFTAR GAMBAR

Gambar 1. 1 Contoh Food Truck ................................................................................. 3

Gambar 1. 2 Layar King Reptile 86 ............................................................................. 6

Gambar 1. 3 Martabak yang dijual di atas mobil Box .................................................. 7

Gambar 1. 4 Menjual pulsa di dalam mobil Carry. ...................................................... 8

Gambar 1. 5 Menjual gorengan di atas motor roda tiga ............................................... 9

Gambar 1. 6 Aplikasi Go-Jek ..................................................................................... 11

Gambar 1. 7 Spesifikasi Bak Mobil Daihatsu Gran Max........................................... 13

Gambar 1. 8 Portable Car Freezer .............................................................................. 14

Gambar 1. 9 Spesifikasi lengkap dari portable car .................................................... 14

Gambar 2. 1 Contoh Ekstrim Kuliner Sate Ulat Bulu Khas Purworejo ..................... 20

Gambar 2. 2. Kerangka Pikir Penelitian..................................................................... 43

Gambar 4. 1 Rica Rica & Seafood Bu Endang .......................................................... 66

Gambar 4. 2 Sederet Penjual Ayam Goreng dan Peyetan di Jl. Hayam Wuruk ........ 67

Gambar 4. 3 Peta Lokasi Kecamatan Semarang Selatan ........................................... 70

Gambar 4. 4 Struktur Organisasi King Reptile 86 On Food Truck ........................... 95

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DAFTAR TABEL

Tabel 1. 1 Daftar Menu King Reptile 86 .................................................................... 15

Tabel 2. 1 Ciri Ciri dan Sifat Wirausahawan ............................................................ 25

Tabel 3. 1 Data, Sumber Data, Metode dan Teknik Analisa ……………….………52

Tabel 4. 1 Perbandingan Segmen…………………………………………...……… 73

Tabel 4. 2 Perbandingan Target ................................................................................. 74

Tabel 4. 3 Perbandingan Posisi .................................................................................. 75

Tabel 4. 4. Biaya Pemasaran ...................................................................................... 77

Tabel 4. 5. Prediksi Biaya Pemasaran ........................................................................ 78

Tabel 4. 6 Daftar Menu King Reptile On Food Truck Pada Aplikasi Go-food ......... 82

Tabel 4. 7 Rincinan Investasi ..................................................................................... 86

Tabel 4. 8 Penyusutan Investasi ................................................................................. 88

Tabel 4. 9 Rincian Biaya Operasional........................................................................ 89

Tabel 4. 10 Prediksi Biaya Operasi ............................................................................ 90

Tabel 4. 11 Pertumbuhan Inflasi 2013 -2017 ............................................................. 90

Tabel 4. 12 Job Spesification Masing – Masing Posisi .............................................. 92

Tabel 4. 13 Job Description Masing – Masing Posisi ................................................ 93

Tabel 4. 14. Perkiraan Pendapatan Per Hari .............................................................. 96

Tabel 4. 15. Kenaikan Pendapatan Per Tahun ........................................................... 97

Tabel 4. 16 Pertumbuhan Pendapatan Kng Reptile yang Saat Ini Berdiri .......... Error!

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Tabel 4. 17 Pertumbuhan Inflasi Sektor Makanan dari Tahun 2013 - 2017 .............. 98

Tabel 4. 18. Rincian Gaji Pegawai ............................................................................. 99

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Tabel 4. 19 Pertumbuhan UMK Kota Semarang 2013 -2017 .................................. 100

Tabel 4. 20 IRR ........................................................................................................ 111

Tabel 4. 21 Perhitungan Total Fix Cost ................................................................... 112

Tabel 4. 22 Perhitungan Dummy Break Even Point (BEP) .................................... 113

Tabel 4. 23 Perhitungan Total Laba Dengan Dummy BEP ..................................... 115

Tabel 4. 24 Perhitungan BEP menggunakan rumus konvensional .......................... 116

Tabel 4. 25 Analisa Sensitivitas Tahun Pertama ...................................................... 118

Tabel 4. 26. Analisa Sensitivias Tahun Kedua ........................................................ 119

Tabel 4. 27. Analisa Sensitivias Tahun Ketiga ........................................................ 120

Tabel 4. 28. Analisa Sensitivias Tahun Ke empat ................................................... 121

Tabel 4. 29. Analisa Sensitivias Tahun Ke lima ...................................................... 123