3.

1 Market Analysis
3.1.1. Market Segmentation
The main market segmentations for our product are women muslim in
Indonesia. The main consideration for choosing women muslim in Indonesia
based on needs and supporting datas due to tropical countries with only two
seasons: the summer and the rainy season. At the summer season, Hijab user,
especially those who are doing their activity outdoor, will quickly feel hot and not
comfortable. At the rainy season, they will get wet when they do not have the
umbrella or rain coat. This kind of thing is also worn to support the styles of those
women every day. This is why the Hijab styles are very varied now to support the
women appearances. This is also be very nice because the old fashioned look of
the Hijab is now renewed with these styles.
Focusing in Java island based on the population in that areas. The product
distribution is limited to selected areas, such as Jakarta, Surabaya, Bandung,
Bekasi, Tangerang, Semarang, Depok, Bogor, Malang and due to high population
growth and development in those urban cities, also big cities in Java Island. Other
consideration for choosing those cities are the availability of Boutique, Mall, and
others area to provide the Hijaff in those areas. This limitation is also made to
increase the efficiencies of distribution cost.
3.1.2. Demand Approximation
The estimated total market are calculated from the citizen population in
those areas. Based on data that obatined from population cencus of Indonesian
Statistic Center/ Badan Pusat Statistik Indonesia (BPS) in 2014, the number of
population in the women Indonesia in selected city mentioned before are:

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Table 3.1. Population in women Indonesia several big cities in Java

City
Jakarta
Bandung
Surabaya
Depok
Malang
Bogor
Tangerang
Semarang
Total

Women Population
4.946.494
1.222.324
1.422.676
936.856
41.590
507.241
1.318.989
64.010
10.460.180

(source: BPS Population Sensus 2014)

we will review how the level demand of hijab user in Indonesia, based on survey
people in Jakarta, Bandung, Surabaya, Depok, Malang, Bogor, Tangerang , and
Semarang

in 2016 the average of every people buy hijabs are about 18

Items/year/capita.
Based on the data above, the demand of Hijab from general citizen in
those selected cities are;
item
year
10 . 460 .180 person x
=188.283.240 item / year
person
18

therefore the demand of Hijaff in those selected regions are 188,28 million
item/year.
Our main market segmentations of this product are women Muslim in
Indonesia Based on the data gathered from population cencus of Indonesian
Statistic Center/ Badan Pusat Statistik Indonesia (BPS) in 2014, the number of
students in those areas are;

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Tabel xx.Number of Women Muslim

City
Jakarta
Bandung
Surabaya
Depok
Malang
Bogor
Tangerang
Semarang
Total

Women Muslim
3.413.081
1.085.853
1.083.402
626.757
29.113
304.345
883.723
43.527
7.469.800

(Source;Badan Pusat Statistik,2014)

There is only 65% of Women Muslim Population with assuming not all women
muslim using Hijab and the total become 4.855.370 populations,
item
year
item
4.855 .370 person x
=87.396 .660
person
year
18

Therefore, the demand of hijab from in selected cities are

87 , 396

million

item/year. Based on the data from Badan Pusat Statistik 2014 the growth of citizen
consumption per capita from 2013 to 2014 is increasing citizen in Indonesia is
1,4% and with assumption women muslim growth is 0,81% of 1,41% citizen in
Indonesia, we assume that the growth constant and it is impacted to Hijab users is
increasing. The Assumption is constant(with the assumption that our factory
operate for ten years started from 2016), then the growth of Hijaff users demand
are described on the table and graph below.

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Table 3.3. Hijab demand

Year
2013

Hijab
demand
87.396.660

2014

88.104.573

2015

88.818.220

2016

89.537.648

2017

90.262.903

2018

90.994.032

2019

91.731.084

2020

92,474..10
5

2021

93.223.146

2022

93.978.253

2023

94.739.477

2024

95.506.867

Demand of Hijab
100000000
Demand of Hijab

90000000
80000000
2012 2014 2016 2018 2020 2022 2024 2026
year

Figure 3.1. Demands of Hijab item per year

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3.1.3 Supply Approximation

For the supply approximation, based on Hijab Meidina one of famous Hijab
branded in Indonesia, the level of demand of

Hijab Meidina

in 2013 is

15Item/year/capita based on table

.
Tabel xx.Number of Women Muslim in Jakarta
City
Jakarta
Bandung
Surabaya
Depok
Malang
Bogor
Tangerang
Semarang
Jumlah

Women Muslim
3.413.081
1.085.853
1.083.402
626.757
29.113
304.345
883.723
43.527
7.469.800

(Source;Badan Pusat Statistik 2014)

There is only 65% of Women Muslim Population with assuming not all women
muslim using Hijab the total become 4.855.370 populations,
The demand of fibers from students in selected cities are
item
year
item
4.855 .370 person x
=72 . 830 .550
person
year
15

If Based on the data from Badan Pusat Statistik 2014 the growth of citizen
consumption per capita from 2013 to 2014 is increasing citizen in Indonesia is
1.4% and with assumption women muslim growth is 0.81% of 1.41% citizen in

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Indonesia we assumed that the growth rate stay the same every year, the supply
rate will be, We get the market supply analysis

Table 3.4. Market Supply for Hijab

Year
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024

Supply(item)
72.830.550
73.420.477
74.015.183
74.614.706
75.219.085
75.828.360
76.442.570
77.061.755
77.685.955
78.315.211
78.949.564
79.589.056

3.1.4 Production Capacity Estimation

We have calculated the projected supply and demands for fast serving
Hijab . We can put it into comparison into one graph:

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120000000
100000000
80000000
60000000
The comparison of demand and supply
40000000
20000000
0
2020
2010 2030
Year

Figure 3.2. Supply and Demand Comparison

From the graph above, it has a huge difference between the amounts of
supply and demand capacity. IThe difference of every year between demand and
supply are:
Table 3.5 Difference between demand and supply
Year

Differenc
e
14.566.11
0

2013
2014

14.684.09
5

2015

14.803.03
7

2016

14.922.94
1

2017

15.043.81
7

2018

15.165.67
2

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2019

15.288.51
4

2020

15.412.35
1

2021

15.537.19
1

2022

15.663.04
2

2023

15.789.91
3

2024

15.917.81
1

We decide to target 1,7 % from the demand that has not been covered, as
our market share for our every year. We assume that we are going to start the
production of Hijaff in 2017.
So the total production capacity/year is:
Production

capacity
=1,7 x 15 . 043. 817=255 .745 item / year
year

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