STUDI KELAYAKAN BISNIS (STUDI KASUS PO. KERUPUK NAYLA) DI KECAMATAN WAY LIMA KABUPATEN PESAWARAN

Abstract

Abstract PO cracker industry. Nayla Crackers is one of the Small and Medium Industries (IKM) which is engaged in processing fish into fish crackers. This small industry is one of the business of making crackers part of the production process is using modern tools or machines. Nayla cracker industry was established in 2007 by Mr. Sismanto. This business is located in Sediamaju Hamlet Sidodadi Village, District of Way Lima, Pesawaran Regency. The resulting cracker products are marketed to almost all regions in Lampung Province, with the target consumers being the middle to lower class. loan capital from some family side. The company where this research is in running its business has not conducted feasibility analysis especially in terms of financial or financial and marketing aspects to determine the feasibility of investment. Therefore, the results of this study is expected to be a reference for companies in taking decisions regarding the activities and sustainability of the company. The financial feasibility criteria used in this study include four criteria: Net Present Value (NPV), Internal Rate of Return (IRR), Profitability Index (PI) and Payback period (PP). Marketing aspect analysis uses marketing mix analysis and SWOT analysis. Based on the results of the research can be seen that PO. Nayla crackers deserve to continue to run in terms of financial and marketing aspects. From the calculation, the value of Net Present Value (NPV) 226.745.626, Profitability Index (PI) equal to 1.87, Internal Rate of Return (IRR) of 40.47% and Payback period (PP) for 2 years 23 days. From the SWOT analysis it can be seen that several alternative marketing strategies that can be done are to improve the quality and quantity of production to reach wider market, to standardize the products and improve the more modern tools, develop competitive strategy and improve the service to the customers and do the development and innovation cracker products Keywords: Business Feasibility Study, NPV. IRR, PP, PI