UNRAVELING THE FEASIBILITY OF HEALTH AND WELLNESS FOOD BUSINESS THROUGH A FINANCIAL PERSPECTIVE : A CASE STUDY OF ASA CERRA

• Main Author: Elda Khairunnisa, Fakhira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84197
• Institution: Institut Teknologi Bandung

With increasing global awareness of health, Asa Cerra aims to meet this demand by producing healthy, sustainable products. Their initial offering, "Nata De Whey," is a probiotic-rich beverage made from mozzarella cheese whey waste, promoting both health and environmental sustainability. Despite positive initial feedback, Asa Cerra has not conducted a financial feasibility study to ensure long-term viability. This research analyzes Asa Cerra's financial feasibility using primary data from the company and secondary data from similar industry players. Employing Payback Period, Net Present Value (NPV), and Internal Rate of Return (IRR) metrics alongside scenario analysis (most likely, pessimistic, optimistic), the study provides a comprehensive financial assessment. The analysis reveals that Asa Cerra is financially sound, with a payback period of 2 years, a positive NPV of Rp448,196,530, and an IRR of 49.29%, surpassing the Weighted Average Cost of Capital (WACC) of 11.54%. These findings support Asa Cerra's potential for sustainable growth and strategic planning.