Analisis Peluang Pasar Bisnis Sandwich Berbasis Akulturasi Budaya

Sandwich Story is a startup food company with vision to be the best food company based on cultural fusion food. We served sandwich which originated from Europe combined with with Indonesian authenticity and delicacy in form of rendang and balado sauce. We boast fast serving time to fulfil our society demand practical product to fit in their fast paced lifestyle. Sandwich Story serve food in most practical and convenient way in a manner that it could be easily consumed simultaneously while performing other activity. We provide customization to let customer engage and have their own product combination tailored to their personal needs. Our specific target market belong to young adults category which considered as the most potential because of it being the largest group in demography (United Nations, 2012) and their behavioral shifting to a more consumptive lifestyle (Passport, 2014). In 2014, Jakarta and Tangerang have 12 million population in total. Almost 20 percent of this populace belong to young adults group (aged 18-29) or 2.500 to be estimated (euromonitor international, 2015). Another interesting finding show that there are 1.1 percent gap between transaction growth compared to outlet growth in fast food industry, burger and sandwich specifically. (euromonitor international, 2015). Sandwich story could be found in Teras Kota mall, BSD City, Sepong with product price varied between Rp 33,000 – Rp 38,000. Beside unique product differentiation, Sandwich Story brings in cultural aspect and story in every promotional activity which distinguished us from another food company. Fast serving time, unique flavor, and customization are our main advantage to attract potential cost with fast paced lifestyle. Sandwich Story could be found in Teras Kota BSD at 10 am to 10 pm (mall operating hour) with two employee employed at our booth on daily basis. Feasibility wise, we foresaw a lot of opportunity to grow as we projected Rp 32.781.899 retained earnings at the end of first year operating process as well as company payback period in 12 month (approximately 11 months 29 days). At the first year of operating process we estimate RoAA and RoAE at 35.33%. Sandwich Story employed non liability policy which forbid any form of loan from external party, as a result RoAA and RoAE fall at the same point. Sandwich Story expected RoI of first operating year to be at 54.56% from total investment of Rp 60.000.000.