Gram’s Keju Kedelai

GRAM’S is a cheese product made of soybean as the main ingredient. Within the next five years GRAM’S aim to expand its business by making nata de soya, which is a product made of leftover from soycheese production process (waste management program). GRAM’S will first be launched in Jakarta in order to gain maximum profit. after that, GRAM’S will expand its business geographically to Bandung, West Java. There are a few reasons behind choosing Bandung as the second market base such as Bandung’s status as one of the biggest city in Indonesia, the purchasing power of the citizens, and because Bandung is also one of the culinary centre. The emersion of healthy section in bakeries also shows an opportunity for GRAM’S.1 Our target market in Bandung are small to medium modern organizations that sells healthy products. While psychografically, we targets our market to bakeries that are concerned with the nutritions and the raw materials used in their products, along with bakeries that targets consumers from middle-high economic level, who likes pastry and care about their health. To enter Bandung market, we used market development strategy, which focuses on penetrating the market, and geografical market development, which focuses on expanding the market geografically (Ansoff 2004). The entry strategy that GRAM’S use is holding a cooking competition using GRAM’S as one of the ingredient. This event was once held in Jakarta to attract attentions from our target market and to built brand awareness of GRAM’S as the first soy cheese from Indonesia. This event will be held again in 2 to 3 of the following Bandung area, which are Dago, Setiabudi, and Cihampelas. After the competition, we will do direct sellingto increase sales in Bandung area. With the strategy in plan, we see that this business will have sustainable growth. It is also supported by 2010’s data that shows there is 10-15% annual growth of bakery industri. GRAM’S also target the modern small-middle sized enterprise category, which covers 55% of the total players in this industry.2 Based on the 5 years plan, GRAM’S’ amount of Net Present Value is Rp 101.292.615,00 and its payback period is 2 years and 28 days. GRAM’S sales is predicted to increase every year from the first to the fifth year, Rp 267.950.000,00 in the first year, Rp 315.100.000.00 in the second year, Rp 496.340.000,00 in the third year, Rp 644.230.000,00 in the fourth year and Rp 529.460.000,00 in the fifth year. We expect to reach sales at Rp 1.000.000.000,00 by the end of the fifth year. We also expect this business to grow at 30% annually or at 5-15% stable annual growth each year, considering the growth of the bread industry is also at 5-15% each year. From the social side, we hope to increase the welfare of our workers and business partners. Waste reduction and control is done with the purpose of not polluting and not damaging the locale around the production facility.