PROPOSED BUSINESS SOLUTION FOR CARBONATED SOFT DRINK CATEGORY IN PT COCA-COLA AMATIL INDONESIA

• Main Author: DWI NURCAHYO (NIM 29115460), FAJAR
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/22056
• Institution: Institut Teknologi Bandung

Non-Alcohol Ready to Drink (NARTD) Market in Indonesia is very huge with more than 17 <br /> <br /> <br /> <br /> <br /> billion liters in 2016. PT Coca-Cola Amatil Indonesia (CCAI), as the largest suppliers of <br /> <br /> <br /> <br /> <br /> Carbonated Soft Drink (CSD) Category facing serious business issue regarding CSD volume <br /> <br /> <br /> <br /> <br /> sales in the last several years. While other categories are experienced significant growth, CSD <br /> <br /> <br /> <br /> <br /> category is not growing. Even though inside CSD competition, the company is the market leader, <br /> <br /> <br /> <br /> <br /> they need to find a solution to increase CSD volume sales because it was a product that adhere <br /> <br /> <br /> <br /> <br /> with the company over 130 years. The objective of this Final Project is to find the root cause and <br /> <br /> <br /> <br /> <br /> formulate business solution to overcome the problem. <br /> <br /> <br /> <br /> <br /> After conduct several analyses, there are two factors that causing CSD flat growth in Indonesian <br /> <br /> <br /> <br /> <br /> NARTD market. From external factor, it was caused by strong growth from other competitor <br /> <br /> <br /> <br /> <br /> amongst categories. From internal factor, it was caused by high pricing point of CSD product <br /> <br /> <br /> <br /> <br /> compare to competitors in NARTD market. According to current company’s situation, from <br /> <br /> <br /> <br /> <br /> inside and outside environment, some alternative of business solution are generated. The author <br /> <br /> <br /> <br /> <br /> finds that the most appropriate solution is to implement market development strategy to increase <br /> <br /> <br /> <br /> <br /> CSD volume sales in Indonesian NARTD market by targeting larger market of non-CSD <br /> <br /> <br /> <br /> <br /> consumers. This will help the company to enhance their CSD product and strengthen volume <br /> <br /> <br /> <br /> <br /> sales performance in the future competition of NARTD market.