BUSINESS STRATEGY: CAPTURING OPPORTUNITIES IN CRACKERS BUSINESS IN INDONESIA (A CASE STUDY OF KERUPUK OGLONG)
Crackers have been preferred by many people. The Indonesian habit which is used to consuming crackers as a snack or a complement of food has created crackers business interested. It showed by data from Central Bureau of Statistics (BPS), 2018 which revealed that the consumption behavior of processe...
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Format: | Theses |
Language: | Indonesia |
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Online Access: | https://digilib.itb.ac.id/gdl/view/33402 |
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Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | Crackers have been preferred by many people. The Indonesian habit which is used to consuming crackers as a snack or a complement of food has created crackers business interested. It showed by data from Central Bureau of Statistics (BPS), 2018 which revealed that the consumption behavior of processed foods in Indonesia have increased. It encouraged the presence of Dua Nona as a crackers business offered fish crackers. The products produced by supplier so it made Dua Nona positions weak. Furthermore, the increased in consumption behavior of the processed foods did not just attract Dua Nona but also competitors. It invited many newcomers to earn odds. Therefore, Dua Nona need a business strategy to find out a gaps in a crackers business and how to capture them.
This research used Industrial organizational model analysis which started by external environment analysis, then determined an attractive industry, moreover formulated the strategy formulation, acquired assets and skills, and the last implemented strategy to achieved superior return. The result of this research revealed that the fish crackers of Dua Nona was unattractive, so Dua Nona must differentiate the product and look for neglected market. Consequently, Dua Nona used pig skin as a main raw material because it has an obvious market share. The target market was non-Muslim especially Chinese and Balinese. Moreover, to become independent, it is decided to produce crackers. Because of the raw material changed to be pig skin, Dua Nona converted the name into Kerupuk Oglong to represent the product identity. The core competencies of Kerupuk Oglong are in product differentiation and marketing strategies. Kerupuk Oglong differentiation lies in its taste. The ingredients of the pork rinds are consist of Indonesian spices to create a distinctive and savory taste. As for marketing, Kerupuk Oglong not only conducts direct sales and consignment but also sells through online market place. It is conducted because Kerupuk Oglong has an intention to serve consumers throughout Indonesia.
For the reason that the targets of Kerupuk Oglong are Chinese and Balinese, so Jakarta is the first location that will be aimed at offering pork rinds directly or consignment. Furthermore, to be able to reach Chinese and Balinese throughout Indonesia, Kerupuk Oglong will join the online market place. By implemented that strategy, Kerupuk Oglong is expected can generate Net Present Value IDR 5,848,000,000,00 with Return on Investment 91.93% and Payback period during 1,6 years.
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