Juicia

Fruit is considered as a good source of natural nutrients which highly beneficial for health. Vitamins, minerals and antioxidants that contained in fruits are believed as a support to maintain fitness and also reducing the risk of disease. These superficial health benefits of fruit haven’t been exposed in a specific-beneficial way, especially by the existing provider of fruit juice. Of Juicia’s research findings, consumers expecting the presence of a fruit juice product with criterias such as truly original and fresh, no sugar and water mixture, and most importantly, consumers are perceiving that real fresh juice is a juice that the making process could be seen directly. Juicia presenting itself as a provider of healthy juices that have a better hygine and quality in aims to answer the needs of the consumer. Juicia is a provider of processed fruit drinks that prioritizing freshness and purity in order to support health maintenance, with practical consumtion, and ensured hygienic process , all of which to facilitate the initiation of healthy lifestyle. Juicia carries several distinguishing factor to be more superior than competitors, including the mixture of effective composition, which means Juicia producs are consists of fruit mixture intended to maintain a healthy body in a specific aim, and the production process is done in transparent and clean environment so that consumers will have more assurance in Juicia’s product, booth presence are designed to be close with consumer in addition to the excellent service as multiple added value in the eyes of Juicia’s consumers. Indonesia rapid population growth rate of 15% per year in average coincide with the increasing awareness of community preferences for healthy lifestyle, indicated by the growth in fruit and vegetable consumption level of about 6.9% per annum since 2006, a compelling background for Juicia to start its business. The magnitude of the needs from white collar professionals which populated in office superblock (more than 3000 potential buyers) and their demand for healthy lifestyle channel has reflecting huge market potential that can be work on by Juicia (more than 400 million Rupiah per annum). Juicia competitive strategy used to reach the potential market is Focus Differentiation. Strategy planning are also based on Internal External Matrix analysis that generates Market Penetration and Product Development. Gradually, this analysis begins by analyzing IFE (Internal Factor Evaluation) scored 2,645 which means Juicia strength is well enough to compete in the industry and overcome the weaknesses as well as analysis of EFE (External Factors Evaluation) scored 2.98 which means that the strategy adopted by Juicia now This has been quite effective in response to factors that occur in the market. In marketing strategy, Juicia opened inaugural stores in Plaza Bapindo the date of May 13th, 2013 and has served more than 2000 customers. Juicia dissemination of brochures, along with delivery services, launching Office Boy Incentive Program to increase sales, and discounts program called Healthy Friday. The next year's marketing focus is to optimizing the market of prime outlets in Plaza Bapindo through emphasis on product awareness. Next, Juicia will do market penetration to the location which embody the characteristics of the target market in the next five-year plan through the plan in opening new stores. In operational strategy, Juicia produce and ensure the products are in accordance with the standard quality of operational working standards (House of Quality and standard operating policies) that have been made, the raw materials delivery system by suppliers on the planned day (Monday and Wednesday each week), emphasising in production agility and high quality products for the first year. In the next five years operational division will focus on the cost reduction and promoting strategies in terms of expediting Juicia SIPOC operations flow (Supply Input-Process-Output-Customer). In the human resources strategy, Juicia recruited two employees to fill each position of outlet manager (Dian, female 22 years, have work experience, Rp 1,200,000.00 in salary) and production manager (Ilham, male, 18 years old, no working experience, Rp 1,000,000.00 in salary), incentivied by commission for each cup sold to increase their motivation, provide related training, job evaluation based on competency and Key Performance Indicator of each person on which to base salary increases. In the next five years there is a general manager position to support the business strategy. In financial strategy, Juicia targetting a net profit of Rp 52,093,594.91 a year which gives the rate of return of 10% and a payback period analysis within 7.5 operating month. In five years running, the NPV of business is projected to reach 753 million Rupiah , with an IRR of 289%.