PROPOSED BUSINESS STRATEGY TO ENTER B2C MARKET FOR PT. DANA CHOCOLATE INDONESIA A CHOCOLATE GRINDING COMPANY

• Main Author: Olivero Hutagalung, Gheo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42680
• Institution: Institut Teknologi Bandung

Cocoa is one of the mainstays of plantation commodities whose role is quite important for the national economy, Indonesia as the third largest country in the world for chocolate production in the world with a production of 659 tons of cocoa contributing 13% of world cocoa beans (FAO). Indonesia ministry of agricultural projected the demand of the cacao consumption in form of instant chocolate and chocolate powder is expected to increase until 2020 with an average growth of 1.17% per year which will increase to 11.513 thousand tons in 2020. Since DANA Chocolate is a B2C company that focusing its business in selling processed chocolate to other company, and not focusing its business on selling to the direct costumer. Therefore, the type of the business model is different, to expand their business and enter the costumer end product, and to take the opportunity DANA Chocolate need to create a business strategy that will help them to penetrate the costumer end market. The internal and external condition of the company is necessary to be analyze in order to shows company current condition, the internal condition in SWOT shows that the company capacity scale and machinery not suitable for entering the B2C segment, and for the external of the company shows that the result of the company condition both external and internal then to be further analyzed to formulate the strategy by using Tows Matrix, and resulting the functional strategy in marketing, operation, human resource, finance, and research and development strategy. Then the strategy to be used to generate strategies in arena and vehicles in strategy diamond model to help company to achieve their object to penetrate the B2C market segment, and proposed new business model canvas for DANA Chocolate in order to compete in both B2C and B2B market segment. The result of the analysis is then identified with the conclusion that in order to enter the B2C market DANA Chocolate need to upgrade their factory capacity and machinery, and the company need to acquire the chocolate manufacturing company to help enter the new market segment. To implement the strategies DANA Chocolate recommended to prepare the internal of the company and select the possible company that already mature in the costumer segment market and improvement in their machinery and grinding capacity, before they penetrate the B2C segment. By implementing these strategies, DANA Chocolate is expected to be sustainable compete with another chocolate manufacturing company, while they still maintaining their revenue from the chocolate grinding.