En-Choc, a Place for Releasing Your Chocolate

Anxiety
Final Report

By:
Aldila Novrizal 29113205
Ananda Setiabudi 29113176
Mutia Harliza 29113186
Entreprenuership 5

School of Master Business Administration
Institut Teknologi Bandung
2014

I. Business Overview
En-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.
1.1. Vision
To be place to get away and refreshment for chocolate lovers

1.2. Mission

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

1.3. History
En-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, theres great opportunity
for medium-snack refreshment and the industry is still growing.











1.4. Organization Chart

1.5. 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. Dessert
We also have some original dessert such as Chocolate cake, pudding,
pastry such clair, pancake which will satisfy all dessert lover.
3. Snacks
The snacks such as Chocolate bar (from many different brands), candies,
mini martabak etc also available at our booth.






II. Marketing Analysis

2.1. Target Market
2.1.1. 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 theres still a lot of space to
growth in the specialties drinks and snacks segment.
2.1.2. 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.




2.2. 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


2.3. Marketing Strategy

2.3.1. Business Strategy
En-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.
2.3.2. 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. PRODUCT
B. MARKETING
C. OPERATION
D. 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?