En-Choc, a Place for Releasing Your Chocolate AnxietyFinal Report

By:

Aldila Novrizal 29113205

Ananda Setiabudi 29113176

Mutia Harliza 29113186

Entreprenuership 5

School of Master Business Administration

Institut Teknologi Bandung

2014

I. Business OverviewEn-Choc (Enlightenment by Chocolate) is booth or small kiosk (red: next will be

called booth), fill with chocolate products, from drinks, desserts, and snacks. At first the booth strives to offer delicious chocolate drinks looking to customers targeted in middle-high school demography. As the plan goes on, special occasions for those looking for an exceptional chocolate drinks companied with desserts or chocolate snacks become the next mission statement of En-Choc. En-Choc now will operate in chocolate specializes in drinks and desserts with variety of chocolate flavors, unique design and at reasonably price. En-Choc offering a unique design of booth and friendly services and top quality of chocolate. Young people as the main targeted customers is the kings and queens of the booth, En-Choc give the affordable luxury for that.

I.1. Vision“To be place to get away and refreshment for chocolate lovers”

I.2. Mission

• “Providing variety product of chocolate with affordably price”• “A unique, friendly and comfortable place to enjoy chocolate”

I.3. HistoryEn-Choc owned and operated, by Ananda Setiabudi, Mutia Harliza and

Aldila Novrizal, both are the business master degree students that have the skills and knowledge needed to run a small business. We have passion to the culinary food especially drinks and snacks. Beside, there’s great opportunity for medium-snack refreshment and the industry is still growing.

I.4. Organization Chart

I.5. Product

We have 3 main product which are:

1. Drinks (Milkshake, Smoothies)We have various kind of authentic chocolate drinks such as choco sake, choco original, choco hazelnut, choco caramel, choco fruits etc. we blend original cocoa with the finest ingredient to produce high quality of chocolate drinks.

2. DessertWe also have some original dessert such as Chocolate cake, pudding, pastry such éclair, pancake which will satisfy all dessert lover.

3. SnacksThe snacks such as Chocolate bar (from many different brands), candies, mini martabak etc also available at our booth.

II. Marketing Analysis

II.1. Target MarketII.1.1. Industry Analysis

Chocolate drinks products growth in the past 3-4 years are extraordinary, few grade A products growth in big cities are uncountable. But despite the growth of fresh chocolate or other cup drinks, grade B products that are cheaper and had good quality is rare. To survive this specialty industries, unique product and affordable price with the segment market of young people will rise and make profits, because there’s still a lot of space to growth in the specialties drinks and snacks segment.

II.1.2. Market Analysis

En-Choc markets divided into two categories of customers: (a) young people, middle – high schoolers with age range between 13-18 years old, (b) young people with age range between 19-30 years old. As of point (a), En-Choc booth operates within the middle-high school area, and as of point (b), En-Choc booth operates within the universities, offices or malls.

*Data based on BPS Indonesia for DKI Jakarta area.

II.2. Segmentation, Targeting, Positioning

Segmenting Targeting Positioning

• Middle-High schoolers

• Young Student between 13-18 years old

• Young adult between 19-30 years old

• Various product of chocolate

• Modern and unique style• Reasonably price• Hygiene

II.3. Marketing Strategy

II.3.1.Business StrategyEn-Choc strategy the booth itself, unique design and cozy booth selling

accompanied by well thinking of comfort for the customers is added point of selling the En-Choc products. The chocolate atmosphere with young energy and spirit giving the presentations of comfy feeling for targeted customers who were young people, the booth can operates as a hangout place or the breathtaking flash of customers chocolate anxiety.

En-Choc booth next strategy is the product itself, entering the market of affordable chocolate drinks and snacks (red: now called grade B market), were filled with other affordable products but not with good quality and differentiations, that is the opening for En-Choc booth to strike the grade B market with offering quality and services of grade A products with the price of grade B markets.

II.3.2. Growth Strategy

In the future, En-Choc booth will expand to include coffee products in to the menus and with BEP hits, opening of other facilities of En-Choc booth is a mission the owners would like to do. And within after the BEP hits, expanding the booth size with more unique design are another mission to achieve in the future of En-Choc booth.

3. Operation Analysis

4. Finance

** Ini angka financenya udh bener apa belum yah? Tolong di cek yah guys,mamacih

5. GAP Analysis(Elaborate and explain in detail the gap analysis of your initial planned strategy and the execution action for this sector below)

A. PRODUCTB. MARKETINGC. OPERATIOND. FINANCE

6. Mitigation Plan

7. Timeline Activities of En-Choc

Appendix

Interview Guideline

1 What is your degree?

2 How much is your pocket money per day?

3 What kind of meal that you used to spend?

4 What time do you consume the meal?

5 What kind of food or drink that you liked? (can be more than one)

6 Do you like chocolate?

7 What kind of chocolate do you like?

8 How often do you eat chocolate?