v

PREFACE

Praise to the Lord for His abundant blessings and love that the writer could

finish this final project on time. This final project, entitled BUSINESS

FEASIBILITY STUDY PROPOSAL OF BILL’S BURGER RESTAURANT AT

PANTAI INDAH KAPUK NORTH JAKARTA, is done to fulfill a part of

academic requirements for the Professional Bachelor in Tourism (Sarjana Terapan

Pariwisata – S.Tr.Par.) in Hospitality Management Program of Sekolah Tinggi

Pariwisata Pelita Harapan – Tangerang, Banten.

The writer would have not finished this final project on time if the writer went

through it without the help, direction, support, assistance, companion, and prayer

from many people. Therefore, the writer would like to express her gratitude to

those people who have contributed in the completion of this final project:

1. Mr. Dr. Rudyanto, S.E., M.M., as the final project advisor for his guidance

from the beginning until this final project was finished.

2. Mrs. Dr. Diena M. Lemy, A.Par., M.M., as the Dean of Sekolah Tinggi

Pariwisata Pelita Harapan and the writer’s academic advisor for her guidance,

assistance, and helpful advices during the writer’s study period.

3. Mrs. Amelda Pramezwary, A.Par., M.M., as the Head of Hospitality

Management of Sekolah Tinggi Pariwisata Pelita Harapan, who has been very

helpful during the writer’s study period.

4. Mrs. Theodosia C. Nathalia, S.S.T., M.M., as the Deputy Head of Hospitality

Management of Sekolah Tinggi Pariwisata Pelita Harapan, who has been very

helpful during the writer’s study period.

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5. The examiners team: Mr. Reagan Brian, S.ST., M.M., Mrs. Lyly Soemarni,

S.E., M.M., and Mr. Jimmy Muller H. S., B.Sc., M.B.A, as well as the

secretary Mrs. Heny Susanty, A.Md., who have held the comprehensive final

project examination, for the kind support and inputs to top off this business

proposal.

6. All lecturers of Pelita Harapan School of Hospitality and Tourism, for the

lessons and assistance during the writer’s study period from the first until the

last semester.

7. All lecturers of UPH Business School, for the lessons and assistance during

the writer’s study period from the first until the last semester..

8. All administration staffs and officers in Pelita Harapan School of Hospitality

and Tourism who have helped and assisted the writer in settling administration

matters.

9. All staffs of Johannes Oentoro Library Pelita Harapan University for the

kindness in assisting the writer.

10. All family members of the writer: Mr. Djohansjah Jasin, Mrs. Gouw Mie Lan,

Mrs. Jessica and Mrs. Felicia who have taught me precious things in life and

for the unlimited support and prayer for the writer. Also to the writer’s cousins

and relatives for the support.

11. The writer’s incredible friends: Marcella Clarissa, Maria Valencia, Vincentia

Valent, Julyani, Chelsea Parman, Christian Eka, who were very supportive

and helpful during the writer’s whole study period, especially during the

process of making this final project. Thank you for the love and laugh.

vii

12. To all classmates in Hospitality Management 2011 D & DD for the friendship

and unforgettable memories during the past four and half years of study in

Pelita Harapan School of Hospitality and Tourism.

13. All friends from all majors and cohorts in UPH for being friends of the writer.

14. All people whose name cannot be mentioned one by one for the help, support,

prayer, time, and advices regarding this final project.

Finally, the writer realized that this final project is far from perfection due to

lackness in time, knowledge, and experience. Should there be any correction or

suggestion for this final project, the writer will be glad to keep it as personal

references in the future. The writer also wish so that this final project will be

useful for the readers. Thank you and may the blessings of the Lord always be

with you all.

Karawaci, January 20th

2016

Billy

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TABLE OF CONTENT

Page

COVER PAGE

STATEMENT OF FINAL PROJECT AUTHENTICITY

FINAL PROJECT ADVISORS’ STATEMENT OF AGREEMENT

COMMITTEE OF FINAL PROJECT EXAMINERS’ STATEMENT OF

AGREEMENT

PREFACE ........................................................................................................ v

TABLE OF CONTENT ................................................................................ viii

LIST OF PICTURE ......................................................................................... x

LIST OF FIGURE ......................................................................................... xi

LIST OF TABLE .......................................................................................... xii

LIST OF ATTACHMENT ............................................................................. xiv

CHAPTER I INTRODUCTION

A. The Initial Idea .......................................................... 1

B. The Objectives ........................................................... 6

C. Research Method ....................................................... 8

D. Theoretical Conceptual Review ............................... 10

CHAPTER II MARKET AND MARKETING ASPECT

A. Demand Analysis ..................................................... 22

B. Supply Analysis ......................................................... 40

C. Segmentation, Targeting and Positioning ................ 56

D. Marketing Mix ......................................................... 62

E. Economic, Social, Legal and Politic, Environment

and Technology ........................................................ 79

CHAPTER III TECHNICAL ASPECT

A. Type of Activities and Facilities .............................. 83

ix

B. Relationship Analysis between Activities Functional

and Facilities ............................................................. 91

C. The Calculation of Space Needed

for the Facilities ........................................................ 93

D. Location Selection .................................................... 94

E. Technology Used ...................................................... 94

CHAPTER IV MANAGEMENT ASPECT

A. Organization ............................................................. 97

B. Human Resources ..................................................... 107

C. Legal Aspect ............................................................. 115

CHAPTER V FINANCIAL ASPECT

A. Sources and Needs of Fund ....................................... 125

B. The Projection of Operating Expenses ...................... 125

C. The Projection of Revenues ...................................... 129

D. The Projection of Balance Sheet ............................... 130

E. The Projection of Income Statement ......................... 131

F. The Projection of Cash Flow ..................................... 132

G. Break-even Point Analysis ........................................ 133

H. The Investment Valuation ......................................... 134

I. Risk Management ....................................................... 144

CHAPTER VI CONCLUSION ............................................................ 147

REFERENCES

ATTACHMENT

CURRICULUM VITAE

x

LIST OF PICTURE

No. Description Page

1. Bill’s Burger’s Logo ......................................................................... 65

xi

LIST OF FIGURE

No. Description Page

1. Five Forces Porter of Bill’s Burger ...................................................... 55

2. Flow chart of front of the house employees’ activities in

Bill’s Burger ......................................................................................... 87

3. Flow chart of back of the house employees’ activities in

Bill’s Burger ......................................................................................... 88

4. Flow chart of Bill’s Burger’s guests .................................................... 89

5. Bill’s Burger Organization Structure ................................................... 104

xii

LIST OF TABLE

No. Description Page

1. Total Population in Jakarta (2010-2013) ............................................... 2

2. The Growth Rate of Gross Regional Domestic Product (GRDP)

DKI Jakarta by Industry Sector at Current Market Prices by

Industrial Sector (in Billion Rupiah) ..................................................... 2

3. The Growth Rate of Gross Regional Domestic Product (GRDP)

of Trade, Hotel and Restaurants in Jakarta at Current Market

Prices by Industrial Sector 2010 – Triwulan I-2014 .............................. 3

4. Number of Industrial Tourism in Restaurant Sector by District,

2013 ........................................................................................................ 4

5. Fast-Food Food Service Outlets in Indonesia (Chain &

Independent) ......................................................................................... 4

6. Consumer Tendency Index (ITK) in DKI Jakarta According to

the Variable constituent ......................................................................... 5

7. Total Population based on gender according to district in 2013 ........... 22

8. Detail of the Questionnaires .................................................................. 23

9. Reliability Analysis ............................................................................... 24

10. Validity Analysis .................................................................................. 25

11. Questionnaire Result Regarding Respondent Profile ........................... 25

12. Questionnaire Result Regarding Market Condition .............................. 27

13. Questionnaire Result Regarding Facilities ............................................ 29

14. Questionnaire Result Regarding Product .............................................. 30

15. Questionnaire Result Regarding Price .................................................. 32

16. Questionnaire Result Regarding Place .................................................. 33

17. Questionnaire Result Regarding Promotion ......................................... 34

18. Questionnaire Result Regarding People ............................................... 36

19. Questionnaire Result Regarding Packaging .......................................... 38

20. Questionnaire Result Regarding Programming .................................... 39

21. Questionnaire Result Regarding Partnership ........................................ 39

22. SWOT Analysis Matrix of Bill’s Burger .............................................. 46

23. Bill’s Burger’s Suppliers ....................................................................... 52

24. Core Products of Bill’s Burger ............................................................. 62

25. Advertising Budget of Bill’s Burger ..................................................... 73

26. Yearly Sales Promotion Budget of Bill’s Burger .................................. 74

27. Yearly Merchandising Budget of Bill’s Burger .................................... 75

28. Yearly Training and Development Budget of Bill’s Burger ................. 77

29. Yearly CSR of Bill’s Burger ................................................................. 81

30. Primary Facilities of Bill’s Burger ........................................................ 91

31. Supporting Facilities of Bill’s Burger ................................................... 91

32. Relationship between Activities Functional and Facilities ................... 92

33. Space Allocation for Facilities in Bill’s Burger .................................... 93

34. Location Consideration ......................................................................... 94

35. Bill’s Burger Job Specification and Job Description ............................ 98

36. Working Shift in Bill’s Burger ............................................................. 102

37. Staffing for Dining Room ..................................................................... 105

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38. Staffing for Kitchen .............................................................................. 105

39. Number of Employees in Bill’s Burger ................................................ 105

40. Employees Working Schedule .............................................................. 106

41. Salaries Distribution in Bill’s Burger .................................................... 109

42. BPJS Ketenagakerjaan and BPJS Kesehatan ....................................... 110

43. Training and Development Program ..................................................... 114

44. Legal Expenses ..................................................................................... 124

45. Investment Estimation of Bill’s Burger ................................................ 125

46. Marketing Expenses of Bill’s Burger .................................................... 126

47. Utilities Expenses of Bill’s Burger ....................................................... 127

48. Estimated Operational Expenses Bill’s Burger’s .................................. 129

49. Projected Balance Sheet of Bill’s Burger (Year 1) ............................... 131

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LIST OF ATTACHMENT

No. Description Page

1. Questionnaire ....................................................................................... A

2. FBC-9 .................................................................................................... B

3. Supplies and Equipment ...................................................................... C

4. Financial Statement .............................................................................. D

5. Design .................................................................................................. E

6 Social Media ........................................................................................ F

7. Uniform ................................................................................................ G

8. Packaging .............................................................................................. H

9. Layout and 3D ...................................................................................... I