GROUP ASSIGNMENT 2

(WEEK 8 / SESSION 12)

(120 minutes)
Resource: LN and PPT Week 8 Session 12

2201863294 - Sri Purwaningsih Eyenliliyanti

2201863224 - Asmara Safira

2201864460 - Nur Fadillah

2208165236 - Akbar Sufiansyah

2201865450 - Siti Khamidatul F

1. B
2. A
3. Is each of these part of the assignment?
For each place, choose YES or NO column.
YES NO
Learning about the life of a composer the professor has selected √
Studying the writing style of a composer √
Performing a composition written by a certain compposer √
Writing a place of music in the style of a composer √
4. C
5. C
6. D
7. B
8. D
9. B
10. A
11. What is true about Lakes Michigan and Huron?
For each place, choose YES or NO column.
YES NO
Their elevation is the same. √
The flow of water between them can go back and forth. √
They are each individually larger than Lake Superior. √
They are each 3 to 5 miles wide. √
12. C

Memo to Secretary..

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MEMO

To : Headmaster Secretary
From : Akbar Sufiansyah M. Pd
Date : October 27, 2019
Subject: Proposal of International Educational Conference

During the next month starting on March 2nd, we are going to conduct a conference titled
International Educational Conference. This conference will be attended by 54 representatives
from 27 countries. The conference will discuss about the methods in teaching and training for
teachers. Please kindly send me the proposal related to this event to my room today as soon as
possible.

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Jakarta, 24 October 2019 Business Proposal Cover Letter

To:

Ms. Djuria

Head of Investment Bank ABC

Jl. Jendral Sudirman – Indonesia

Re: Funding Proposal for Store Expansion

Dear Ms. Djuria,

Follow to our meeting on 3 September 2019 we are pleased to attach our business proposal to
respectfully request a grant of $ 662.750 for our new store for our new business named
Martabakku at Bangkok.

Kebab Turki Baba Rafi increasingly proves its role in the world of franchising, evidenced by the
rampant red and yellow colors attached to the outlet that reads Kebab Turki Baba Rafi's "The
World’s Biggest Kebab Chain". Starting from only one cart on the corner of the road in
Surabaya, now 1000 KTBR outlets have graced three countries, Indonesia, the Philippines and
Malaysia.

Our executive board is enthusiastic about this project and eager to execute it in Q1 2020 together
with a celebration of 10th-year company establishment. In Fact, our board has committed to
injecting a half portion of the capital expense needed.

Therefore, we humbly request your time to present our proposal as well to discuss further the
cost projection and to get an insight from your perspective. Meanwhile, shall you have any
questions feel free to contact our Business Development team in phone number
+6281210522358 or email: info@babarafi.id.

Sincerely,

Executive Director

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 Funding Proposal For Store Expansion

October 2019

Contact Information

Business Development Team

info@babarafi.id

+6281210522358

https://babarafi.id/

Jakarta Office

Jl. RS. Fatmawati No. 33 Pondok Labu – Jakarta Selatan

Surabaya Office

Ruko manyar Garden Regency kav. 29-30 Jl. Nginden Semolo 109 Surabaya

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 Table of Contents
Executive
Summary………………………………………………………………………………….1
Highlight

Mission

Company Background

SWOT Analysis………………………………………………………………………… 2

Market Analysis…………………………………………………………………………. 3

Target Market

Competitive Advantage

Sales and Marketing

Strategy……………………………………………………………………………….… 4

Product

Marketing strategy and Sales strategy

Publicity and Advertising Strategy

Pricing

Financial Plan…………………………………………………………………………...5

Financing Needed

Sales Revenue Forecast

Repayment

Milestone…………………………………………………………………………….…...6

Detail Project……………………………………………………………………….…... 7

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Executive Summary
Highlight
Kebab Turki Baba Rafi (KTBR) is one of Baba Rafi Indonesia. By relying on Kebab as the main
product with distinctive flavor and original taste, KTBR now has 1300 outlets in 9 countries in
the development period of 13 years. The series of awards attained proves that now Kebab Turki
Baba Rafi is no longer just a local business but has been transformed into an international
business.

Mission
We strive to become the largest franchise business in the world by offering the best taste and
quality products at affordable prices and satisfying services for franchisees and customers.

To be one of the biggest food company in SE Asia. We will accomplish this by opening
Martabakku’s (as our new business) first store, producing and selling high quality and finest
products, creating a creative marketing program and integrating marketing strategy both online
and offline.

By applying this multi-channel approach, we will be able to reach the market for quality personal
care products rapidly and efficiently. It will allow us to develop Baba Rafi as a company which
provides quality and hygienic food products within our target market.

Company Background
Kebab Turki Baba Rafi ‘The World’s Biggest Kebab Chain’.

It was Hendy Setiono who decided to try to bring this food business in 2003. Starting from only
one cart on the corner of the road in Surabaya, now 1000 KTBR outlets have graced three
countries, Indonesia, the Philippines and Malaysia. And now, Kebab Turki Baba Rafi is
continuing to spread its wings to reach international markets. With full confidence and continue
to maintain a sense of quality as well it is possible to be realized seeing the number of Kebab
Turki Baba Rafi fans today.

The Company Executive Members:

1. Sri Purwaningsih Eyenliliyanti - (Field Marketing Specialist)

2. Siti Khamidatul F - (Field Marketing Support)

3. Asmara Safira (Business Owner)

4. Nur Fadilah (Head of Chef)

5. Akbar Sufiansyah (Marketing Strategist Analyst)

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SWOT Analysis
Our intention of starting just one outlet in Chinatown (Yaowarat), Bangkok is to test run the
business for a period of 2 to 5 years to know if we will invest more money, expand the
business then open more outlets in other areas in Bangkok.

We are confident to start expanding the business overseas due to product demand from the
customer. Company database shows that there are 500.000 active customers from
overseas who purchase our products from e-commerce/marketplaces such as Lazada and
Shoppee. And by having a physical store, we believe this will accommodate our loyal
customer needs as well as to expand the market.

Strength:
Yaowarat is in the heart of the Chinatown area in Bangkok with a very diverse choice of food at
cheap prices.

Weakness:
Investment. We know to start this project we need a million of capital expenditures to build the
prominent outlets in the hearth of shopping heaven.

- The product is not durable

- Products are relatively easy to be imitated by competitors

Opportunity
The fact that we are going to open our first outlet in the well-known area in Chinatown
(Yaowarat), Bangkok has received positive feedback and excitement from our overseas customer.
We have done a feasibility study and market survey and collecting positive feedback and
excitement from our potential customers. We are confident to take this opportunity

Threat

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Just like any other business, the biggest challenge that we might face is the economic downturn,
where it will probably affect sales. Another threat that might confront us is a competitor
that probably will open a new store in the same location where ours is located.

Market Analysis
Target Market
Our target market is divided by two types, they are end-user customer and reseller. The end user
is between the ages of 24 and 50. Our main target is the entire community around the
location of the place of business, this mini martabak taste is suitable for various groups,
both young and old. For the price, I sell mini martabak only in 10-15k and for the large
size is 20-25k only so that it can dominate the market of all circles, both middle and
upper middle class.

The location of this store is on the edge of the highway and crowded people are walking around
and they can easily see and know our business. Not even far from the location of my place of
business there is a high school, when coming home from school some of them passed this place
of business.

Competitive Advantage
There are many culinary entrepreneurs with various flavors, but for now only I sell mini martbak
around here. But we still have to be very clever to be creative with the food that we process,
from the taste to the design that attracts attention so that we can control some of the buyers
around the business location.

Sales and Marketing Strategy

Products
Chocolate Martabak
Cheese martabak
Red velvet martabak
Greentea martabak
Nutella martabak

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Taro Martabak

Marketing strategy and Sales strategy

Before choosing the location for Martabakku’s store we have conducted market survey and
feasibility study in order for us to penetrate the market. Aside from internal researcher, we also
hire a reputable market research firm to assist us in gathering the additional data from competitor
and field.

In order to grow the business, we plan to develop an integrated marketing strategy as well as to
put differentiates between the competitor. We also empower our sales team to go all out and
approaching the B2B market. In summary, our sales activities will cover:

● Introduce our business by sending introductory letters to targeted customer, such as:
existing members, potential customer, B2B owners/organization.
● Promptness in acquiring the contract
● Direct marketing
● Word of mouth marketing (referrals)

Publicity and Advertising Strategy

Aside from sales activities above, we also have planned the publicity and advertising activities as
part of an integrated marketing strategy. We are going to promote our store location despite our
outlet is well located. As a new player in overseas we very aware the challenge is to win our
brand in the middle of competition out there. Here are the platforms that we intended to promote
and advertise Martabakku’s store:

a. Placement both print and electronic media platforms

b. Collaboration and sponsoring in a relevant TV program.
c. Advertisement in our social media with more than one million followers, ad lips in radio
stations.
d. Leverage on the internet to promote our business such as put website advertisement in online
media platform.
e. Sponsorship and participate in an exhibition that relevant with our business
f. Email and message blast to our community members in overseas
g. Put the banner and distribute the flyers
h. Public relation campaign.

Financial Plan
Financing Needed

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Since it will be Martabakku’s first store overseas and our big step to entry the international
market, this also will make us as a foreign company in Bangkok. Therefore, we have assigned a
reputable corporate service provider to assist us in order to prepare the company registration and
other permits. Furthermore, we also have run the simulation of capital expenditure that we will
spend for the 3 (three) financial years of operation, and the key areas are:

No Details Amount
1 Registering the company in Bangkok with local $ 600.000
director
2 Legal expense for obtaining the license $ 120.000
3 Consultant fee $ 7.500
4 Insurance (employee and property) $ 25.000
5 Marketing activities $ 50.000
6 Lease rent for 12 months at $10 and the total lease $ 60.000
rent for 500 per square feet
7 Lease Security Deposit (refundable at the end of $ 15.000
lease term)
8 Fitting out cost (assumption $215/per square feet) $ 107.500
9 Office expense (POS, Computer, telephone, $ 150.000
stationary)
10 Cost of furniture, shelves, rack $ 50.000
11 Cost of Opening Party $ 20,000
Total Cost $ 1.205.000
Contingencies cost 10% of the total cost $ 120.500
Total Cost + Contingencies $ 1.325.500

We would need an estimate of $ 1.325.500 to successfully operate our store in Bangkok.

However, we only need 50% of funding from Bank partner. Please also be noted that this
amount is excluding the employee expenditure as we will use local employment. All the incurred
cost shall be borne by Martabakku.

Sales forecast
It is important to state that our sales forecast is based on data gathered during our Feasibility
Study, market survey and some assumptions readily available on the field. Our ratios are come
with prudent limit, challenging but realistic. Below is the sales projection chart that we come up
with the assumption of 3 (three) years operation:

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 1st year ($, 000) 2nd year ($, 000) 3rd year ($, 000)

Revenue 500 1.000 1.500

Gross Margin 300 400 500

Profit 200 600 1.000

Note: The assumption is subject to there won’t be any major economic downturn at the time period.
The assumption above also might be lower or at the same time it might be higher.

Repayment Assumption
We also have run the repayment simulation for 3 years payback period. With the assumption as
below:

● 50% Capital expenditure from company equity

● 50% on Bank Loan
● 11% of Bank interest
Year 0 Year 1 Year 2 Year 3 Year 4
Net Cash Surplus/Deficit before Debt
Service - 1.325.000 200.000 600.000 1.000.000 1.500.000
Equity 50
Contribution % - 662.500 0 0 0 0
New 50 662.500 0 0 0 0

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 Loan %
- - -
Loan Starting Balance - 662.500 735.375 616.266 84.056 0
- - -
Interest 11% - 72.875 80.891 67.789 9.246 0
Repayment 0 200.000 600.000 1.000.000 0
- -
Ending Balance - 735.375 616.266 84.056 906.698 0
Net Cash Flow after Debt
Service - 662.500 0 0 0 1.500.000
Accumulative Cash Flow after Debt - -
Service - 662.500 662.500 662.500 244.198 1.744.198

Note: 3years payback period, will be adequate for us to return the loan. We are certain that this
realistic simulation can meet our target.

Milestone
Our target to Martabakku’s first store operation is in Q1 2020 or 12 months after the get the
funding. However, aside from securing financial resources, we also need to secure the building
and business permit preparation. Due to that, we put the project milestone, to keep our schedule
promptness.

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 Milestone 1 2 3 4 5 6 7 8 9 10 11 12

Funding Approval from Bank

partner

Business Permit Preparation

Remodeling/Fitting-Out
the Building

Merchandising Distribution

Operation

Note: The schedule assumption is based on a suggestion from our appointed consultant.
However, it can be changed, subject to the approval of funding and business permit. Though it's
challenging but we keep it realistic

Detail Project
Name of Project Kebab Turki Baba Rafi

Location Jakarta Office

Jl. RS. Fatmawati No. 33 Pondok Labu – Jakarta

Selatan

Surabaya Office

Ruko manyar Garden Regency kav. 29-30 Jl.

Nginden Semolo 109 Surabaya

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