FINANCIAL ANALYSIS AND MARKETING STRATEGY FORMULATION FOR NEW PRODUCT DEVELOPMENT PROJECT OF WOOD PELLET IN CV. WAHYU KARYA

• Main Author: Wahyudi, Fajar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/34515
• Institution: Institut Teknologi Bandung

CV. Wahyu Karya is one of the wood company located in Singaraja district, Bali that has been processing and producing sawmill since 1997 and do the product diversification of plywood in 2010. Analysis financial statement ratio three years of company (from 2015 to 2017), shows that the net profit margin (NPM) of the company is very low, 1.05% in 2015, 0.99% in 2016, 1.26% in 2017. Company need to find a way to increase the net profit margin. The development of new product from company’s wood-waste as wood-pellet is proposed and its feasibility is investigated to improve the NPM. In a day of production the company yields up to 5 tons of wood-waste and so far the company sells the wood-waste directly to buyers very cheaply. The purpose of this research is to find out the financial feasibility and to formulate marketing strategy for wood-pellet business. Financial analysis results of NPV value at Rp 406.360.369,64 , the IRR value at 27%, the profitability index at 1.38, and the payback period at 2.28 years mean that the new product development project of wood-pellet is financially feasible. On the marketing aspect, after the analysis, the export market to South Korea and Japan would be prioritized. The reason is the market of wood-pellet in these two countries is characterized by a lack of supply. Furthermore, a massive demand for wood-pellet in South Korea and Japan is also driven by the commencement of biomass-fueled power plants in year 2020.