STUDI KELAYAKAN PENGEMBANGAN MANUFAKTUR PERUSAHAAN GOODWILL

Abstract

The purpose of this research is to analyze the manufacture development feasibility of Goodwill shoes into a home industry. The feasibility research is analyzed through market aspect, legal aspect, technical and technological aspect, management and human resources aspect, and financial aspect. The market aspect discusses about SWOT analysis, marketing mix, STP (segmenting, targeting, positioning), and market data obtained from interviews. The legal aspect discusses about the legal permission to run the business and the company’s feasibility to accomplish legal terms and conditions, in addition to the secondary data collected from the interviews. The technical and technological aspect discusses about location, production capacity, and layout. The management aspect discusses about organization structure, job description, and standard operational procedure. The financial aspect discusses about Net Present Value, Payback Period, Internal Rate Of Return, Profitability Index, and Scenario Analysis. The feasibility boundaries for the Scenario Analysis in the financial aspect are divided into three conditions namely Moderate Scenario, Best Case Scenario, and Worst Case Scenario. The discussion results in the market, legal, technical and technological, management and human resources, and financial aspects show that all of the aspects fulfill the standardization indicator. The financial aspect discussion also results in an NPV of 1,501,061,156.42, Payback Period of 2 years 2 month 11 days, IRR of 65.71%, and Profitability Index of 2.54. The result of this research shows that it is feasible for GOODWILL to develop its manufacture into a home industry.