BUSINESS PLAN OF LUCRETIA

Abstract

Fashion becomes one of the most required necessity for some of women in this era. Good quality and brand are the two important aspects for women to be acquired to bolster up their fashion needs in daily life, but for some of them who are in the economy level of middle, they tend to choose bags with ordinary quality offered with much cheaper price since they are quite sensitive to expensive bags. Institutional sources significantly influence new organizations and company to write a business plan according to Delmar and Shane, 2004. Therefore, Lucretia is come up with unique idea by producing bags with rarely-used materials, which are jacquard fabric and leather. The idea to combine jacquard fabric and leather appears when there are no bags with those kinds of combinations in Indonesia. The owner desires to make bags with international standard of material and shape, but with affordable price for middle class, so that Lucretia will be the first bags brand in Indonesia to combine those materials with international quality standard. Lucretia ensures that its bags are not easily imitate because of the quality given and also the shapes which are difficult to duplicate by others. The target market of Lucretia is ranging from 20 to 46 years old. Many of those people in that age are having various professions, such as university student, employee, and housewife who are tend to gathering with their colleagues/friends, so Lucretia’s bags are very suitable and appropriate to be marketed through those people. The objective of Lucretia in overall marketing aspect is to sell exclusive, modern, and unique design bags and the bags are also produced in limited number for the purpose of exclusivity in the market. For this business development, we focus to move through online platform and exhibition, also personal selling from one person to each other. Lucretia sees the bigger opportunity by selling the products through online based on most of the people who are now using smartphones and other supporting gadgets. Therefore, Lucretia wants the products to be able to be seen anywhere and anytime since the target market of Lucretia is the people in Indonesia. Those are the following strength points of Lucretia: 1. Exclusive, Modern and Unique Design 2. Material combination of Jacquard Fabric and Leather 3. Luxury bag with international standard of quality 4. The customers can custom their own bags 5. Each bag has an identity that makes customer can quickly connect with 6. Online Marketing For the first funding, Lucretia needs Rp 170,000,000 for purchasing the production materials and marketing requirements. The first year Lucretia’s Return on Assets is projected at 48% and increased by 4% in the second year, followed by increment of 2% on the third year. Those percentages are influenced by the fasting period in the second year on the beginning until the middle of June, causing the decrement of production level. Return on Sales of Lucretia every year is increasing about 7%. The net profit is also increasing about 7% every year.