Analisis Pengembangan Usaha Pengolahan dan Pengemasan Ikan Lele Frozen Kinefood di Jakarta Selatan dan Tangerang Selatan

Kinefood is a business engaged in frozen food industry, which is specialized in the development and packaging of frozen catfish. The opportunity in this industry rises from the demand in middle-upper class segment for catfish. On the other hand, people categorized in middle-upper class segment hesitate to consume catfish as daily household food duet several reasons which are negative perception about catfish, difficulty to find decent clean catfish, and reluctant to clean catfish by their own. To seize the opportunity, Kinefood develop frozen catfish product to be targeted to middle-upper class house wife in South Jakarta and South Tangerang. Kinefood offers a frozen catfish that is seasoned and be cut, packaged and vacuumed cleanly, and is ready to fry. It offers practicality, cleanliness, delicacy, and experience to its consumers. Kinefood uses high quality catfish that is cultivated without involvement of any chemical elements to ensure its quality and cleanliness. Kinefood’s market segment is middle-upper class housewives which are mainly located in South Jakarta and South Tangerang. Kinefood markets its product through several media such as social media and direct marketing. The objective of marketing and sales activities is mainly to achieve sales target which is 8.640 products sold in a year. The processing of Kinefood products is standardized by standard operation procedure (SOP) that is being implemented. The objective of production is to meet the requirements of sales and minimizing defect by maximum 5% for every batch of production. Standardization is also implemented in Human Resources, whereKinefood make measured activities through employee evaluation process. The main objective is for employees to achieve maximum scores in the evaluation process. To keep cash flow positive, Kinefood created expense forecast that is based on researches related to market price of materials. Kinefood also aim to achieve revenue from sales in the amount of Rp 242.400.000 in a year, with net profit of Rp 78.460.413, total asset of Rp 53.076.248 then resulting ROA and ROE of 148%, and at the end of April 2016 will have ending cash balance of Rp 35.117.681, also Kinefood will give out dividend to its owners in the amount of Rp 31.384.165. To achieve that objective, Kinefood has made a detailed marketing plan with a budget of Rp 9.510.000 for a year and will purchase more assets including freezer, vacuum machine, and sealer machine to increase Kinefood’s production capacity.