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Uas 20180210005 Unu1613 BAB I PENDAHULUAN Indonesia merupakan bangsa yang kaya akan keaneka ragaman budaya, bahasa, agama adat istiadat maupun makanan khas Daerah, dan itulah kekayaan Indonesia yang harus dilestarikan oleh masyarakat pada umumnya dan generasi muda pada khususnya. Dari keanekaragaman makanan khas di Indonesia yang dapat kita jumpai di Banyumas salah satunya adalah serabi. Serabi sudah ada sejak 1923 yang kemungkinan berasal dari India dan kemungkinan pengaruh dari Belanda. Pengaruh tersebut beralasan karena banyak orang yang menyebut serabi mirip dengan pancake dari Belanda. Bedanya, pancake menggunakan telur dan tepung, sedangkan serabi menggunakan tepung terigu atau tepung beras, dan santan. Serabi disebut sebagai makanan tradisional khas Jawa karena lebih populer di pulau ini dibandingkan dengan pulau lain. Serabi hingga saat ini makanan tersebut masih eksis di tengah-tengah masyarakat karena rasanya yang khas dan tidak berubah menjadi favorit untuk dijual di pasaran. Ada dua jenis serabi, yaitu serabi manis yang menggunakan kinca dan serabi asin dengan atau tanpa taburan oncom yang telah dibumbui di atasnya. Salah satu jenis serabi yang banyak ditemui yaitu serabi Solo, serabi Solo adalah sebuah makanan ringan yang berasal dari Solo, Jawa Tengah. Makanan ini biasanya terbuat dari tepung beras yang dicampur dengan santan dan digoreng diatas arang atau sekarang banyak yang menggunakan wajan dan kompor yang khusus untuk membuat serabi. 1. 1 Sejarah Berdirinya Usaha Melihat dari perkembangan kuliner khususnya didaerah cilongok dan sekitar, kami tertarik untuk membuat usaha bisnis dibidang makanan yang berbahan dasar tepung beras yaitu serabi. Keputusan untuk membuka usaha Serabi yaitu karena belum banyaknya pedagang yang membuka usaha kuliner berupa serabi khususnya di daerah Cilongok, sehingga peluang untuk membuka usaha serabi sangatlah memungkinan dan varian rasa serabi belum banyak ditemukan di daerah cilongok bahkan di Purwokero pun masih banyak penjual sserabi yang belum memvariasikan serabinya. Masih banyak penjual yang mempertahankan citra rasa dari serabi itu sendiri tanpa mencoba untuk hal- hal yang baru, sehingga kami berfikir untuk membuka usaha kuliner serabi dengan memperkenalkan kepada masyarakat dengan varian yang berbeda namun masih tetap mempertahankan ciri khas rasa dan kualitas dari serabi itu sendiri. Struktur Organsasi DIREKTUR IKMAS MAKMUR ALFANI SEKRETARIS JENDRAL BENDAHARA FINATUL KHAYATI PUTRI PERMATA SARI Visi : mendirikan usaha kuliner yang berkualitas dan mengutamakan kepuasan konsumen sehingga produk ini menjadi makanan favorit dengan cita rasa khas Indonesia. Misi : 1. Membuat produk yang berkualitas dengan bahan no 1 2. Mengutamakan inovsasi dalam pembuatan produk 3. Memberikan pelayanan dengan ramah BAB II MANAJEMEN BISNIS 2. 1 Gambaran Usaha Produk Serabi dibuat secara manual dengan bahan dasar yaitu tepung beras,santan,kelapa,sedikit tepung ketan dan gula merah untuk membuat topingnya. Proses pembuatan juga cukup mudah hanya mencampurkan bahan menjadi satu adonan dan setelah smuanya tercampur menjadi adonan di tunggu sampai beberapa jam agar adonan menjadi mengembang, sementara untuk toping gula merah masih menggunakan adonan bahan serabi hanya saja ditambahkan gula merah. Namun selain toping gula merah ada juga toping coklat,strowbery dan keju. Dari 4 toping tersebut yang menjadi icon utama adalah toping gula merah, karena toping gula merah sangat khas dan cocok dilidah perpaduan dengan rasa adonan yang sedikit asin dengan campuran gula merah yang manisnya asli tanpa campuran apapun membuat rasa serabi menjadi lebih legit dan enak. 2. 2 Planing manajemen busnies Th 1 : fokus dalam pencarian konsumen tetap dan memperluas jaringan komunikasi pemasaran produk yang dihasilkan (Target sasaran produk harus ditentukan untuk memperkuat daya beli konsumen, pencarian konsumen bisa dilakukan dengan melakukan promosi pada saat penjualan awal dengan tujuan utama yang penting produk terkenal terlebih dahulu dikalangan masyarakat secara umum) Th 2 : membranding produk agar lebih terkenal dan terpercaya dimata konsumen (membranding atau promosi diberbagai media hal ini bertujuan untuk memantapkan para konsumen bahwa produk yang dijual bukanlah produk biasa, melainkan produk yang berkualitas dan layak) Th 3 : mempertajam fokus sasaran, meningkatkan kualitas produk dan pelayanan serta lebiih banyak inovasi produk yan dihasilkan (selain dengan promosi dan lain sebagainya ketika sudah merintis usaha beberapa tahun, perlu adanya kegiatan dalam focus meningkatkan daya saing secara umum) Th 4 : membuka cabang usaha demi memperluas relasi dan penyebaran produk yang dihasilkan (membuka cabang usaha di daerah lain bahkan mungkin diluar daerah yang memiliki potensi bagus untuk mengembangkan suatu usaha. Banyak hal yang haarus di perhatikan khususnya adalah ketersedian konsumen dan posisi strategis dari tempat usaha yang akan di dirikan.) 2. 3 VALUE Dalam beriwirausaha harus memiliki nilai-nilai tertentu yang diprioritaskan oleh seorang wirausahawan ataupun perusahaan, seperti halnya Kedisiplinan,Kejujuran,Tanggung jawab 1. Kedisiplinan Kedisiplinan sangatkah perlu diterapkan dalam berwirausaha, karena ini merupakan awal dari suatu perubahan yang kemudian bisa mengembangkan usaha itu sendiri. 2. Kejujuran Jujur itu merupakan suatu hal yang penting karena ini bisa mempengaruhi keberlanjutan usaha yang tengan digeluti. Kejujuran sangat dibutuhkan untuk mencapai keberhasilan dalam segala hal, selain tentu saja kerja keras, usaha, dan nasib baik. Dengan demikian, kita harus meyakini bahwa kejujuran sangatlah penting dalam kehidupan kita. Kejujuran harus menjadi bagian yang tidak terpisahkan dari semua aktifitas yang kita jalani, karena pada dasarnya ia merupakan sumber segala kebaikan. 3. Tanggungjawab Sikap tanggungjawab bisa diartikan secara sederhana seperti melakukan tugas pokok dan fungsi jabatan secara maksimal. 2. 4 PRODUK YANG DITAWARKAN Produk yang ditawarkan merupakan produk makanan local daerah yang kemudian dikembangkan dengan sentuhan beberapa tekhnologi dan kreatifitas dalam proses menuju hasil yang diharapkan. 2. 5 KELEBIHAN PRODUK 1. Tekstur Serabi termasuk makanan nusantara dengan teksturnya yang lembut membuat konsumen dapat menikmati gurihnya cita rasa khas tepung beras, santan, dll yang tercampur menjadi adonan empuk dan dapat dinikmati oleh balita hingga lanjut usia. 2. Rasa & topping Konsumen dapat memilih rasa yang diinginkan seperti Cokelat, Stroberi, Keju dalam serabi hingga pilihan topping meses, choco chips, keju. 3. Harga, pesan & antar Harga yang terjangkau tidak akan menguras dompet untuk menikmati makanan tradisional khas Indonesia ini konsumen dapat membeli dengan harga Rp. 1000 untuk serabi dengan toping gula merah dan Rp. 1.500, untuk toping coklat, strobery, dan keju, untuk pesanan dapat diantar langsung ke tujuan dengan aman. 2. 6 ASPEK PEMASARAN 1. Segmen Pasar a. Segmentasi geografis Usaha ini terlebih dahulu di fokuskan khusus daerah cilongok dan purwokerto., namun lebih ke daerah cilongok. Melingkupi daerah yang ramai dan dekat dengan pasar di cilongok lebih dimanfaatkan untuk mengembangkan penjualan serabi, sehingga kami dapat memfokuskan produktivitas yang sesuai di pasaran. b. Segmentasi Demografis Segmentasi usia yaitu usia anak-anak hingga orang tua, dimana usia tersebut masih banyak yang memiliki kesenangan sendiri atau hobi makan baik wanita maupun pria dengan berbagai jenis pekerjaan yaitu pelajar,mahasiswa,dan pengawai swasta ataupun ibu-ibu rumah tangga dengan pendapat menengah. c. Segmentasi Psikograf Anak kecil memiliki kebiasaaan selalu senang memakan makanan yang unik, manis karena terdapat berbagai varian rasa seperti coklat, strobery, dan keju dan dari kalangan orang tua maupun dewasa lebih ke rasa original (gula merah) yang pas dilidah mereka. Rasa yang khas dari serabi semakin menggugah selera baik usia dini hingga orang dewasa menjadikan serabi yang dominan dengan tekstur empuk dan unik sangat diminati. 2. Targeting Sasaran pembeli atau konsumen “Serabi“ ini adalah semua masyarakat yang melewati daerah lokasi pemasaran terutama kalangan dewasa. Mencakup lingkungan yang ramai di pasar, banyak orang dewasa membiasakan diri setelah berbelanja maupun setelah berjualan saat pulang lebih suka ngemil (makanan ringan) namun membuat kenyang . Hal ini dimanfaatkan untuk penjualan serabi di kawasan pasar agar lebih efektif dan ramai. 3. Positioning Keunikan usaha serabi ini terletak dari berbagai varian rasa, dan menurut survei di lapangan belum ada satu pun usaha jajanan serabi yang memiliki berbagai varian rasa. Sehingga dapat menjadi pilihan menarik bagi mereka yang ingin mencari rasa yang berbeda dari olahan serabi. Usaha ini juga melayani pesan antar tetapi untuk sekitar cilongok. 2. 7 PERKIRAAN PERMINTAAN DAN PENAWARAN 1. Permintaan Diperkirakan sekitar 5% dari jumlah warga sekitar yang akan tertarik untuk membeli produk yang kami jual dan masing-masing pembeli akan membeli minimal 1 dus dengan pembelian harga satuan serabi original atau gula merah Rp. 1000 dan untuk harga toping Rp.1.500 , maka dapat diperkirakan jumlah kebutuhan produk per hari adalah 150 dus (750 buah). 2. Penawaran Penawaran yang dilakukan pesaing sebesar 1.667 penjual serabi yang berada dikota Purwokerto. Penawaran mengalami kenaikan sesuai pertumbuhan penduduk sebesar 5,9% 2. 8 RENCANA PENJUALAN DAN POTENSI DALAM PASAR Rencana penjualan serabi meningkat kurang lebih 5% tiap tahunnya. 1. Product Produk serabi dengan berbagai varian rasa dapat menarik minat konsumen. Dibandingkan dengan pesaing karena
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