Analysis on the Potential of Indonesian Cocoa Supply to Enter the German Market

• Main Author: Bagus Dwija Bhaskara (19013501), Ida
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27909
• Institution: Institut Teknologi Bandung

Germany is one of the biggest consumers of chocolate and buyer of cocoa beans in the world while on the other Indonesia is third largest producer of cocoa beans. However, there is almost no records of cocoa beans sold to the German market. This brings forth the question of why and if it is possible to bring the Indonesian cocoa supply to Germany. This is crucial to bring forth a new market for Indonesia to sell to. To understand this several aspects must be analyzed. First is to understand the product made in Indonesia. A look into the general characteristics of the products from Indonesia. Then finding and understanding the supplier of cocoa beans from Indonesia. Finally understanding the conditions of the German market, its segments, and its characteristics. Only by finding a common link can we manage to find the potential for Indonesia to penetrate the German market. To analyze and research this both qualitative and quantitative research methodology is used in this research to gain information and identify alternatives for improvement of actions. However, the research will emphasize more on the qualitative data. Secondary data is used to provide general knowledge while primary data for a more detail understanding. The primary data gathered is from interviewing companies from different market segment and spreading questionnaires. For analysis technique, descriptive analysis is performed. <br /> <br /> Findings show that the main reason for Indonesia lack of sales is the low quality possess by its cocoa beans. While the supplier of Indonesia that understood this is only a small percentage. On the other hand, to penetrate the German market, the only available option is to go through the niche market. To even sell to the German market a variety of requirements are needed ranging from basic to the niche requirements. Only by fulfilling these can Indonesia sell to the German market. One important aspect to sell in Germany is sustainability as it is a well sought out characteristics.