BUSINESS FEASIBILITY STUDY OF ECSTATIC DOUGH BAKERY

Nasya Putri Nabila, Sonny Sonny Sonny

Abstract


The bakery industry is a vital segment of the global food sector, driven by changing
consumer lifestyles and an increasing focus on healthier eating habits. This study
examines the feasibility of establishing Ecstatic Dough Bakery in Bekasi, Indonesia,
amidst growing demand for healthier bread options. The research utilizes a qualitative
descriptive approach, employing secondary data analysis to assess market conditions,
financial performance, and competitive positioning. Key frameworks such as Porter’s
Five Forces, Business Model Canvas, and PESTLE Analysis are used to evaluate market
attractiveness and business viability. The results indicate that Ecstatic Dough Bakery’s
focus on whole wheat products and diverse flavours provides a competitive advantage in
a moderately competitive market. Financial projections, including a favourable payback
period and high return on investment, support the bakery's potential success. With the
initial investment IDR 435.000.000, Ecstatic Dough Bakery is expected to achieve a
return on capital in the third year with a total gain of IDR 515.469.738, a 9% return on
asset, a 29% return on sales, and a 70% the return on investment. The study concludes
that Ecstatic Dough Bakery is well-positioned to capitalize on emerging health trends,
offering strategic insights for future bakery entrepreneurs in Bekasi.
Keywords: Bakery Industry, Feasibility Study, Consumer Health Trends, Market Analysis, Financial
Projections


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DOI: http://dx.doi.org/10.33021/icfbe.v0i0.5675

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