PT Gardenia Planta: Budidaya dan Pemasaran Bunga Potong Mawar

Cut roses can be defined as roses cut from the plant, every thorn has been trimmed, and ready for use in fresh flower arrangement. Cut roses has broad market opportunity because they are needed for decoration material used for various events and places, such as wedding ceremony, restaurants, offices, hotels and houses. Demand for this cut flowers is also driven by decent social and economic conditions in Indonesia, especially increasing the middle class in big cities in Indonesia. Based on BPS data regarding the production of various flowers between year 2006 and 2010, Rose is ranked as the second level of most widely produced flowers, in this case 21% of total cut flower production. In 2010 the production data of cut Roses based on BPS is 82,4millionstalks or equal to Rp 329 billion. According to such production data and interview with the enterpreneur in this rose business, there is a gap between demand and supply of cut roses, namely + 20%. PT Gardenia Planta (GP) is a company established with a business idea to produce import cut roses products with competitive price, wide variant and colours, as well as reliable services to customers. This business idea came up due to business opportunity to close the gap between demand and supply of these cut roses. GP generic strategy is cost focus which stressed on the prime competitiveness throughcost efficiency with market target focusing on specific segment, namely import cut roses customers in Jabodetabek area. The main GP customers are middle and big size of traders, floristsand decorators / event organizers, while retail service to end users is emphasized as a media for GP brand knowledge. This cost focus strategy is applied in every company's activities, starting from marketing and sales, plant cultivation, human resources management and financial management. Product cultivation will be arranged in such a way to maximize the potential of every seed to produce quality cut roses under the guidance of GP experts, strategizing on human resources recruitments so it will be on need basis only, making sure every marketing and promotional programs will give maximum return on investment and from finance perspective, every expense and investment decisions will go through a system of cost analysis and control. To sustain the rapid market penetration, as a new company, the choosen of marketing strategy is offensive marketing (invest to grow) by targeting 15% market share within 5 years. The results of financial analysis showed that this business plan is very promising. Based on its feasibility study with most likely scenario, this company may achieve the target, which is positive NPV in amount of Rp 65.2 million with IRR rate of 49% which is higher than the 16% of capital cost and discounted payback within 5 years period.