Analysis of Business Performance of Bread on "Ganep Bakery" in Surakarta, Indonesia

Abstract

The study aims to find a general description of the bread company "Ganep Bakery" located at Sutan Syahrir Street 176, Surakarta from the aspects of cost, revenue, break even point, profitability and efficiency of their operations and marketing margins. Products include wet and dry toast bread because it has many production variations, soggy bread most preferred by consumers. The method used was a survey method, using secondary data obtained from the company's bread "Ganep Bakery" in one production period (1 month) from June to July 2013. Determination of the targeted site on the basis that "Ganep Bakery" by local government serve as pilot bread business in the city of Surakarta. Data was collected using questionnaires, validated, classified, tabulated, processed, and then analyzed with analysis of cost, revenue, break even point (BEP), the ratio of profitability and balance receipts/cost (R/C ratio), as well as marketing margin with the help of microsoft excel. The result showed the amount of variable cost is Rp. 134.8 million or by 69% and the fixed cost is Rp. 60.2 million or 31% of the overall cost structure in the company "Ganep Bakery" (Rp. 195 million). Dominated the company's revenue from the sale of bread wet by Rp. 174 million or 61% and crusty bread at Rp 110.275 million or 39% of total revenue "Ganep Bakery" (Rp 284,275,000). Break even point (BEP) is achieved at the level of the company's revenue of Rp. 229 165 946. Profitability ratio of 46% with the R/C ratio of 1.46 means the variability of business "Ganep Bakery" efficient and profitable. Marketing strategy that is in "Ganep Bakery" is directly to consumers through several self-owned outlets, then obtained the marketing margin (MP) for wet bread is Rp. 1,080/ unit and crusty bread at Rp. 4,989/ unit with the marketing efficiency of 0.03 (EP < 1) means the variability of bread marketing at the company "Ganep Bakery" has been efficient.

Keywords: Performance of Business, Marketing "Ganep Bakery"