universitas indonesia business plan on transforming a trading card game hobby to a small online

171 Pages·2012·4.58 MB·English

UNIVERSITAS INDONESIA

BUSINESS PLAN ON TRANSFORMING A TRADING CARD
GAME HOBBY TO A SMALL ONLINE BUSINESS FOCUSING
ON MARKETING STRATEGY

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THESIS

RANGGA ARYA GANDAMANA
1006794204

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FACULTY OF ECONOMICS
MASTER OF MANAGEMENT PROGRAM
JAKARTA
JUNE 2012
Business plan..., Rangga Arya Gandamana, FE UI, 2012
UNIVERSITAS INDONESIA

BUSINESS PLAN ON TRANSFORMING A TRADING CARD
GAME HOBBY TO A SMALL ONLINE BUSINESS FOCUSING
ON MARKETING STRATEGY

THESIS
Submitted to fulfill one of the requirements to acquire the degree of
Master of Management-Master of Business Administration (MM-MBA)

RANGGA ARYA GANDAMANA
1006794204

FACULTY OF ECONOMICS
MASTER OF MANAGEMENT PROGRAM
MASTER OF BUSINESS ADMINISTRATION
JAKARTA
JUNE 2012
Business plan..., Rangga Arya Gandamana, FE UI, 2012
Business plan..., Rangga Arya Gandamana, FE UI, 2012
Business plan..., Rangga Arya Gandamana, FE UI, 2012
PREFACE

I Praise and thank toward the almighty God, Allah SWT, because without the
blessings and grace from God, I would not have been given the chance to finish
this thesis. This thesis was conducted in order to fulfill the requirements to
achieve the title of Magister Manajemen - Master of Business Administration in
Magister Manajemen Program, Faculty of Economics, Universitas Indonesia. I
realize that, without the assistance and guidance from various people, my study
would never have been finished or reach to the position I am in today. Therefore, I
would like to thank:
1. Mr. Prof. Rhenald Kasali, Ph.D, as the Chairman of the Magister Manajemen
Program, Faculty of Economics, Universitas Indonesia.
2. Mr. M. Gunawan Alif, as the counsellor who has provided his time, energy,
and mind to guide me in the preparation of this thesis.
3. The GA Corp Company people that have given a lot of assistance in the effort
to obtain the data that I needed.
4. My beloved parents who have always given their prayers, supports, trust, and
never ending love for their children.
5. My friends, colleagues, and superiors who have always supported and
encouraged me in real life and in virtual life.
6. Friends from MBA MM-2010 who have shown and shared togetherness,
solidarity, knowledge, and experience from the beginning until the end.
7. The people that have invented the internet and contribute to its development
so that difussion of knowledge and information can be accessed by people
who need them.

Finally, I wish God Almighty may return all the good favour of all parties that
have assisted me. Hopefully, this thesis brings benefits to all people that have
helped me finish it.

Jakarta, June 2011
Author
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Business plan..., Rangga Arya Gandamana, FE UI, 2012
Business plan..., Rangga Arya Gandamana, FE UI, 2012
ABSTRACT
Name : Rangga Arya Gandamana
Study Program : Master of Management (MM-MBA)
Title : Business Plan on Transforming a Trading Card Game
Hobby to a Small Online Business Focusing on
Marketing Strategy

A business can originate from a hobby. A trading card game is one those hobbies
that has been generating profits for the manufacturers, retailers, and even the
people that play the game. The company GA Corp is a virtual company that tries
to do business on trading card game. The company wishes to do business in the
secondary market which involves buying and selling of single cards. Before this
company can go further and create a business plan, it must do some analysis. This
analysis is to identify the problems which they are currently facing or will face in
the future.

The purpose of this study is to prepare and create a business plan that would be
convenient for the company to use. The preparation of the business plan starts by
doing internal and external analysis. The analysis is mostly done by primary
research but some are secondary research. From the analysis, the data would be
put for processing a new strategy for the company. The strategy formation will be
using the Blue Ocean Strategy method because it is found to be effective in this
secondary market place. Finally, the new strategy will be translated into the new
four P’s of marketing.

Keywords: Hobby, Trading Card Games, Online Business, Blue Ocean

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Business plan..., Rangga Arya Gandamana, FE UI, 2012
TABLE OF CONTENT
TITLE PAGE…………………………………………………………............... i
STATEMENT OF ORIGINALITY......................…………………………....... ii
ACKNOWLEDGEMENT.........………………………………………............... iii
PREFACE....………………………………………………….……................... iv
APPROVAL STATEMENT OF PUBLICATION...................………………... v
ABSTRACT…………….…….……………………………………………….. vi
TABLE OF CONTENT...…….……………………………………………….. vii
LIST OF FIGURES...…………………………………………………................ x
LIST OF APPENDIX…………………………………………………................ xi

1. INTRODUCTION………………………………………………………...... 1
1.1. About Trading Card Game.......................................................................... 1
1.2. The Yugioh Trading Card Game Background............................................ 2
1.3. The Yugioh Trading Card Game Products.................................................. 2
1.4. Value of the cards in the market.................................................................. 4
1.5. Business Opportunity in the market............................................................. 6
1.6. The Virtual Company “GA Corp”............................................................... 7
1.7. Problem Identification................................................................................. 8
1.8. Study Objectives and Benefits..................................................................... 8
1.9. Writing Systematic....................................................................................... 9

2. LITERATURE REVIEW.............................................................................. 11
2.1. Product Development................................................................................. 11
2.2. Analysis of the Market............................................................................... 15
2.2.1. Market Research.............................................................................. 15
2.2.2. Methods of Market Research.......................................................... 18
2.3. Competitive Analysis................................................................................ 20
2.4. Market Segmentation.……………………………….………….............. 23
2.5. Consumer Behavior.................................................................................. 25
2.5.1. Consumer Behavior......................................................................... 25
2.5.2. Internet Consumer Behavior............................................................ 26
2.5.3. Consumer Buying Process............................................................... 27
2.6. Questionnaires............................................................................................ 29
2.7. Human Resources....................................................................................... 32
2.7.1. Human Resources Management...................................................... 32
2.7.2. Human Resource Development....................................................... 33
2.8. Financial Analysis...................................................................................... 35
2.8.1. Cash Flow........................................................................................ 35
2.8.2. Activity Based Cost......................................................................... 36
2.9. Strategy Formulation.................................................................................. 37
2.9.1. Strategic Management..................................................................... 37
2.9.2. Porter Five Forces............................................................................ 39
2.9.3. Blue Ocean Strategy....................................................................... 41
2.9.4. DICEE............................................................................................ 44
2.9.5. P’s in Marketing.............................................................................. 45
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Business plan..., Rangga Arya Gandamana, FE UI, 2012
2.10. Business Plan.......................................................................................... 47

3. STUDY METHODOLOGY........................................................................... 49
3.1. Study Methodology................................................................................... 49
3.2. Products and Services Analysis................................................................. 50
3.3. Company Analysis..................................................................................... 51
3.4. Problem Analysis..............................…………………………………..... 52
3.5. Market Analysis................................…………………………………..... 52
3.6. Strategy Formulation........................…………………………………..... 54
3.7. Business Plan....................................…………………………………..... 57

4. ANALYSIS AND Strategy Formulation....................................................... 58
4.1. Product Analysis........................................................................................ 58
4.2. Company Analysis .......................................…………............................. 60
4.2.1. Company Profile.............................................................................. 60
4.2.2. Vision and Mission.......................................................................... 60
4.2.3. Products and Services...................................................................... 61
4.2.4. Organization Structure..........................…………...........…............ 61
4.2.5. Business Processes......………………..…………........................... 64
4.2.6. Financial Analysis......………………..…………........................... 68
4.2.6.1. Capital Analysis....………………..…………........................... 68
4.2.6.2. Importing Cost Analysis....………………..….......................... 69
4.2.6.3. Pricing Method.....………………..…………........................... 71
4.3. Market Analysis .......................................…………................................. 75
4.3.1. Internal Problem Analysis................................................................ 75
4.3.2. Customers Analysis.......................................................................... 77
4.3.3. Suppliers Analysis............................................................................ 79
4.3.4. Market Entrants Analysis................................................................. 80
4.3.5. Competitors Analysis....................................................................... 82
4.3.6. Substitute Products Analysis........................................................... 84
4.3.7. Porter’s Competitive Force Analysis............................................... 86
4.3.7.1. GA Corp with its Competitors................................................... 87
4.3.7.2. GA Corp with its New Entrants................................................. 88
4.3.7.3. GA Corp with its Suppliers........................................................ 89
4.3.7.4. GA Corp with its Customers.................................................... 90
4.3.7.5. GA Corp with its Subtitute Products.......................................... 90
4.3.7.6. Defining Strategy...................................................................... 91
4.4. Formulating Blue Ocean Strategy............................................................. 92
4.4.1. Analysis of the Four Action Framework......................................... 93
4.4.2. Strategy Canvas.............................................................................. 95
4.5. Implementing the Four P’s of Marketing.…………................................. 96

5. CONCLUSION & SUGGESTION…………..………………..................... 100
5.1. Conclusion................................................................................................ 100
5.2. Suggestions............................................................................................... 103
5.3. Benefit..................................................................................................... 104
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Business plan..., Rangga Arya Gandamana, FE UI, 2012
5.4. Limitation.....................................................................................................105

REFERENCE LIST....................................................................................... 106

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Business plan..., Rangga Arya Gandamana, FE UI, 2012