BUSINESS PLAN

“The Koes Catering”

By:

Nailla Shahifah Rahmadyva Kushariputri (43131510190040)

Lecturer: Mrs. Inta Masni Sinaga, S.S., M. Hum

ENGLISH LITERATURE DEPARTMENT

STBA JIA BEKASI
2022

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 ACKNOWLEDGEMENTS

Praise be to Allah, thanks to Allah SWT, because of His mercy and grace, the writer was able
to complete the Mid-Semester Examination assignment on time. This UTS assignment is
made in the form of a Business Plan entitled "The Koes Catering" and aims to inform readers
about business strategies in the culinary field.
In writing this Business Plan the author got a lot of help from many parties. Therefore, the
author would like to thank all those who have helped this writing to be completed properly.
Although this Business Plan is still far from perfect, the author hopes that readers can get
information and increase their knowledge in the field of culinary business through this
writing.
Thus this Business Plan the author made, and the author apologizes and understands if there
are word and writing errors. The author will accept all criticism and suggestions that will be
poured by the reader to the author.

Bekasi, November 6th 2022

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 TABLE OF CONTENT

Cover …………………………………………………………………………………………1
Acknowledgments …………………………………………………………………………...2
Table of content ……………………………………………………………………………...3
Executive Summary …………………………………………………………………………4
Company Description ……………………………………………………………………….4
Products and Services ……………………………………………………………………….5
Market Analysis ……………………………………………………………………………..6
Marketing and Advertising Plan …………………………………………………………...6
Financial Plan ………………………………………………………………………………..7
Management. SWOT ………………………………………………………………………..7
Conclusion …………………………………………………………………………………...8
Business Plan Explanation ………………………………………………………………….8

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Executive Summary
The Koes Catering is a home catering that serves several dishes for its customers. The
dishes that are most often requested are Indonesian dishes, but sometimes The Koes Catering
accepts orders for Japanese dishes as well. The food served is very diverse. Starting from the
appetizer, main course and also dessert. The three complete dishes were served in plastic
lunch boxes which were always washed after the food was finished and returned to The Koes
Catering.
With so many catering companies, there will always be competition. Especially
because The Koes Catering has one regular customer and is prioritized, namely a company.
Then The Koes Catering's work system in serving the company is a working week a week
off. That's because there are two catering companies that serve the company on a regular
basis as well. This makes The Koes Catering and the other caterers alternate once a week to
serve the company.
The Koes Catering certainly has its own business strategy which can be considered
quite complicated because the system is not a catering that will always fulfill orders because
there are several requirements for orders. This business strategy is written in the form of an
analysis and an outline of the things that will be discussed is about how The Koes Catering
runs its business and what has been considered to attract the interest of its customers and
satisfy their customers.
Company Description.

The Koes Catering is a catering that serves several dishes. The place where The Koes
Catering food is produced is in the owner's house, namely on Jalan Wisma Bahagia Raya,
Babelan. Because this is only a production house and not for eating in places such as
restaurants, then there is no problem if the location is less strategic and is in a plot that is not
close to the main road.

The starting point of The Koes as Mr. Koestriharijono explains, it was for spending
his spare time after retiring from his previous job. The Koes previously sold various kinds of
fried chicken and had its own restaurant near Wisma Asri 2. However, because of the
pandemic, Mr. Koestriharijono thought it was better to close the restaurant, rent it to someone
else and start to promote The Koes elsewhere.

For its promotion system, The Koes Catering still uses word of mouth system. But
they always include WhatsApp number for booking. The owner himself states that he
promotes The Koes by himself to his ex colleague from his past job who owns a company to
serve the employees lunch. Apparently they made an agreement. Since then, The Koes
provides lunch for the company and PT. SPE and PT. CMA become The Koes' regular
customers.
Because The Koes Catering is still a catering that has not been established for a long
time, they are still implementing several requirements so that orders can be accepted. The
condition for orders that can be accepted by The Koes Catering is to consider how many

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orders must be handled due to the lack of available workforce and whether or not they are
able to serve the menu requested by the customer.

Company Details

1 The Company Name The Koes

2 Works On Culinary

3 Product Lunch

4 Company Address Wisma Bahagia Raya Street, Babelan

5 Company Telephone -
Number

6 Company Email -
 
Owners Details

1 Name Agus Koestriharijono

2 Gender Male

3 Date of Birth May 12th 1963

4 Address Wisma Bahagia Raya Street, Babelan

5 Telephone/ Phone Number 0812-1085-4618

6 E-mail -

7 Role On the Company Owner

Products and Services

The Koes Catering is a small company engaged in the culinary field. The thing that is
sold by The Koes Catering is home cooking which is served in a food box that will be washed
again. The menu served is very complete and varied. Starting from appetizers such as fried
foods such as bakwan, egg martabak, tofu, tempeh, etc. After that, of course there is also the
main dish, namely rice and vegetables such as vegetable tamarind, vegetable lodeh, jackfruit
vegetable, etc. Then don't forget the desserts such as pudding or fruits, for example,
watermelon, papaya, oranges, etc. Although The Koes Catering often takes orders for
Indonesian dishes, they occasionally make Japanese dishes to their orders. The contents of
course still include three dishes, namely an appetizer, main course, and dessert. All the dishes
are then neatly arranged in plastic food boxes which are routinely washed after use.

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Market Analysis

1. Market and Target Overview.

The Koes is a company engaged in the culinary field, namely catering.

Currently, they are still producing orders at home alone due to limited employees. If
The Koes can exceed customer expectations and expectations so that customers are
satisfied with the products sold by The Koes, The Koes' hope is to be able to recruit
more employees so they can increase their production volume and have the courage to
take orders in even greater quantities.

2. Types of Product on Sale

The products sold by The Koes are food that is served in a lunch box and
contains three dishes, namely, appetizer, main course and dessert. The Koes is flexible
when it comes to cuisine and they serve a wide variety of dishes.

3. Target Market

Due to limited manpower, for now their target market is companies that need
regular consumption which will always be provided by The Koes. However, if The
Koes already has enough employees, their target will be expanded. Maybe if they can,
they will dare to take orders for certain events such as weddings, birthdays, etc.
4. Competitors
PT, which The Koes supplies lunch, also work with other caterers. This
catering is different from The Koes because they are already professional caterers
who have employees in uniform. However, for the taste of food, these two caterers are
almost identical because they benchmark each other in order to prioritize the quality
of each.

Marketing and Advertising Plan

1. Product

Because cooked food is home-cooked food that is in great demand and is suitable for
the lunch menu and the portion prices are very, very affordable, this will be a selling
point that has the potential to sell well.

2. Selling Price

In addition to the various menus of The Koes, the prices are also very affordable so as
to increase the interest of buyers. The price posted is also the result of The Koes
benchmark which is the standard catering price in general.

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 3. Promotion

The promotion that has been carried out is with the owner of The Koes offering dishes
that are sold to the owner's old colleagues. Maybe after this it will be better if The
Koes starts promoting their business on social media such as Instagram, Tiktok, etc.
4. Selling System and Distribution
For the sales system, The Koes first makes a menu for the week. Then The Koes
submits the menu that has been made to their customer. The next step is to wait for
approval from the customer. If the menu has been accepted, then for a week The Koes
will serve dishes according to the menu and if not, then The Koes must revise the
menu and then submit it again until the customer agrees with the menu. For
distribution, The Koes still delivers orders with the owner's private car.

Financial plan
Because the production site is still the owner's private home, electricity, water and gas costs
are included in the daily costs. However, the following details the equipment used to produce
one menu:

No Equipments Quantity Price

.
1. Catering Lunch Box 120 25.000/each
2. Plastic (pack) 3 9.000-10.000/pack
3. Pan 3 50.000-250.000/each
4. Spatula 5 20.000-80.000/each
5. Steamer 2 57.000/each

Management.— SWOT

1. Strength

 Affordable prices that attract buyers

 Flexible in terms of cooking so that dishes vary

 The ingredients are always fresh because they are purchased every morning

2. Weaknesses

 Limited employees create obstacles to the amount of production

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  Means of transportation to deliver orders is still not enough

 Because new materials are purchased in the morning before production, there
are many possibilities for a lack of materials

3. Opportunities

Sellers always create new menus and always do taste tests to improve product quality
and variety. Sellers also always accept criticism and suggestions that customers give.

4. Threats

 The absence of official certification for catering will make customers

skeptical and doubtful
 Competition involving professional caterers can make customers switch

Conclusion
The Koes Catering is a catering company created by the owner, Mr. Agus
Koestriharijono as a filler in his free time after retiring from his old job. Even though this
catering is relatively new, The Koes can still maintain their quality. The Koes can be said to
have the potential to become an even bigger catering company but of course there are a
number of things that need to be improved and improved so that it can become an organized
and perfect catering company in the eyes of the customers.

Business Plan Explanation

A business plan or business plan is a guideline or written document that summarizes

overall business and operational objectives. For those of you who want to start a business,
you should make a business plan carefully so that you have clear goals, whether in the short
or long term. The reason is, a business plan helps us to determine the right steps in a business.
This starts from determining the market, seeking funding, estimating business income and
expenses, and analyzing all the risks that will occur along the course of the business. Every
stage that is passed must be processed with the right policy. In making a policy, a business
plan is one of the important supporting factors so as not to be misdirected. So, in general, a
business plan is a guide for you in running and developing a business, both personal and
corporate businesses.

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