PRACTICAL REPORT

INDUSTRIAL ORGANIZATION DESIGN

INTRODUCTION MODULE

Name : Wa Ode Sardiyanti Date Lab : 1 march 2019

Muhammad
Yanuar Rizky
Ichsan Lukita
NIM : 16522024 Day Lab : Monday
16522191
14522360
Assistant Code : IPO-60 Due Date : 11 March 2019

Assessment Criteria Yogyakarta, 2019

Format : Assistant
Content :
Analysis :
TOTAL : (Retno Asri Wardani)

INNOVATION AND ORGANIZATION DESIGN

LABORATORY
INDUSTRIAL ENGINEERING DEPARTMENT
FACULTY OF INDUSTRIAL TECHNOLOGY
ISLAMIC UNIVERSITY OF INDONESIA
2019
 CHAPTER I
INTRODUCTION AND MARKETING

1.1 Tutorial Objective

1. Students are able to understand relation between Feasibility Analysis in Enterprise

Design and Analysis.
2 Students are able to Define the Goals from Feasibility Analysis.
3. Students are able to understand several aspects for Feasibility Analysis.
4. Students are understand the basic function of market analysis and the marketing.

5. Students are able to analyze the market potential.

6. Students are able to build a forecasting based on the market base data.

7. Students are able to analyze the market segmentation, targeting, and positioning.

8. Students are able to do marketing mix in a company

1.2 Background

Establishment and expansion of business requires an investment that is not small in

number, capital needed is usually adjusted to the company's goals and the form of
the business entity. In order for the company's goals to be achieved as planned, a
study is needed to assess whether the investment to be invested is feasible or not
implemented to achieve the stated objectives. Feasibility studies are needed to avoid
failure after the project is carried out. One of the objectives of conducting a business
feasibility study is to find a way out in order to minimize the obstacles and risks that
may arise in the future because the future conditions are full of uncertainty.
Definition of Business Feasibility Study is an activity that studies deeply about an
activity or business that will be carried out, to determine whether a business is
feasible or not.
1.3 Market Base Data

This PT Roro Ayu company has explained the market potential of Sumatra, Java and
Bali Island which consume beauty products in a year. The projected demand for
beauty products on the island of Sumatra (11.77%), Java (5.1%) and Bali (0.91%),
assuming population growth from the 3 islands is 17.78% per year with an average
population growth for 3 islands is 5.93%. Then the demand projection for the next 5
years is as follows:

years Request Projection (units)

2016 13.656.326.110
2017 14.466.146.250
2018 15.323.988.720
2019 16.232.701.250
2020 17.195.300.440

1.3.1.Competitor Marketing Strategy

The competitors of the beauty products industry on three islands can be analyzed in
terms of the products offered to advance their business, namely:

1. Products
When viewed from competing products they have more attractive packaging and
there are several competing companies that also use natural raw materials.

2. Price
In terms of their prices, they are more expensive, but their products that are widely
known and used make these prices do not affect consumers' buying interest. In
addition they also often provide discounts on their products at the end of each
month.

3. Sales Path
When viewed from the competitor's sales path, use a chain of sales channels that
start from the Factory - Distributors - Agents - Retail (Retailers) - Consumers. This
is certainly very influential on the level of their sales because the chain sales
technique makes it very easy to market products to consumers. In addition, the costs
used are also relatively cheaper.

4. Promotion
When viewed in terms of competitor promotions, they carry out extensive marketing
techniques, such as print media, electronic media and social media. As well as
holding a Beauty Class, Roadshow, Exhibition and Workshop so that it can be easily
recognized by the public. Besides that they also have a brand that is quite famous.
 1.4 Product Demand Data

The Roro Ayu company explains several market potentials on the islands of Java,
Sumatra and Bali that use beauty products every year. Next is the number of
requests for beauty products per year on three islands in Indonesia:

yeras Request Projection (pcs)

2016 13.656.326.110
2017 14.466.146.250
2018 15.323.988.720
2019 16.232.701.250
2020 17.195.300.440

1.5 Product Supply Data

The following is the projection of the captivity of Roro Ayu beauty products on the
islands of Sumatra, Java and Bali for the next five years. We assume an increase in
supply by 6% per year based on economic growth in 2015, so the bidding projection
is as follows:

years Request Projection (pcs)

2016 8.365.387.500
2017 8.867.310.750
2018 9.399.349.395
2019 9.963.310.359
2020 10.561.108.980

1.6 Forecasting
(Contains forecasting calculations for several future periods with the best forecast
method, using Winqsb software.)
1.7 Segmenting

a. Segmentation
Product segmentation of our company is gender and income level of the population.

b. Targeting
Targeting products from our company are teenagers and adults.

c. Positioning
The position of our company is followers of similar companies.
1.8 Targeting

Planning is very important and is needed to coordinate and direct sales activities.
With planning, a company might take the right way to avoid loss or maintain its
survival. And our sales plan is taken 5% of the market opportunity (in 2016), with a
5% increase each year:

Demand Bid Projection Market Sales Plan Market

years
Projection opportunity Share
2016 13.656.326.110 8.365.387.500 5.290.938.610 264.546.931 3,07%
2017 14.466.146.250 8.867.310.750 5.598.835.500 277.774.277 3,04%
2018 15.323.988.720 9.399.349.395 5.924.639.325 291.662.991 3,01%
2019 16.232.701.250 9.963.310.359 6.269.390.891 306.246.140 2,98%
2020 17.195.300.440 10.561.108.980 6.634.191.460 321.558.447 2,95%

1.9 Positioning

a. Introduction stage
 Open a booth in front of the factory
 Organizing events for Universities in 3 Provinces such as Beauty Class and
Workshop
 Hold events at high schools in 3 provinces such as Beauty Class and Workshop
 Open booths in colleges and high schools in 3 provinces
 Open booths on car free days in several places in 3 provinces
 Install banners on the highway closest to the factory

b. Growth stage
 Offering products to beauty products minimarkets such as Guardians, and +
Dan
 Offering products to minimarkets such as Alfamart and Indomart
 Offering products to supermarkets such as Hypermat, Carefour, Giant and
Transmart

c. Maturity stage
 Become sponsors both at Universities, Schools or other events
 Advertise in Print Media such as Women's Magazines, Beauty Magazines,
Newspapers, etc.
 Advertise on Electronic Media such as Television

d. Saturation Stage
 Product innovation such as replacing product packaging, adding fragrance
variants to various products, adding new formulas to each product
 e. Setback Stage
 Issue new beauty products
 Conducting Beauty Class, Exhibition, Roadshow and International Workshop
so that interested products go to foreign countries. (Contains the positioning
of product while in the customer’s hand)

1.10 Marketing Mix

A. PRODUCT

1. Face Care
a. Cleanser
• Resik Ayuningtias Sari Mawar Merah
• Resik Ayuningtias Sari Jeruk Nipis
• Resik Ayuningtias Sari Cucumber
• Resik Ayuningtias Sari Bengkuang
b. Refreshment
• Seger Ayuningtias Sari Mawar Merah
• Fresh Ayuningtias Sari Orange Lime
• Fresh Ayuningtias Sari Cucumber
• Seger Ayuningtias Sari Bengkuang
c. Rejuvenation
• Roro Ayu Susuk Kemuning Mask
• Roro Ayu Susuk Putih mask
• Anti Acne Roro Ayu Mask

2. Body Care
• Roro Jonggrang Scrub Wongangian Melati
• Roro Jonggrang Scrub Coffee Fragrances
• Roro Jonggrang Scrub Olive Oil
• Roro Ayu Whitening Body Lotion
• Roro Ayu's Complete Care Body Lotion
 B. PRICE
The pricing method used by our company is cost based pricing and competition based pricing.
The reason our company chose to use this method is
1. Our company wants to get a profit by minimizing the costs incurred.
2. Our company wants to compete with products from competing companies with pricing to
remain superior and in demand by consumers.

C. PLACE
The distribution channels implemented by our company are as follows: MANUFACTURER -
AGENT - BIG TRADERS - PENGECER - CONSUMERS
Reason: Our company wants to minimize distribution costs and our products are easily
available to consumers.

D. PROMOTION
Promotions carried out by our company:
1. Media: Magazines, Newspapers, Social Media and Television
2. Beauty Class
3. Workshop
The reason we chose the promotion above is because the promotion can minimize promotion
costs but our products can still be recognized by the public.

1.11 Conclusion

The marketing aspect is a strategic factor or key to the success of the company, if the
demand for products / services is made inadequate, all other aspects of the activities will not
be realized. If the prospect of demand for product demand is smaller than the supply, the
production system of the product is not feasible. If the market space is still available, it is
necessary to investigate whether the market is able to accommodate the planned new
products. To find out the potential for permits and offers for an item or service, it is
necessary to conduct in-depth research on the development of demand and the number of
suppliers. The development of demand can be predicted through changes in income, tastes
and behavior of consumers in buying these goods and services.
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