MARKETING AND FINANCIAL ANALYSIS FOR NEW INHALER (AEROSOL) PRODUCT DEVELOPMENT PROJECT (CASE STUDY: PT. KIMIA FARMA)

• Main Author: Rakhmayanti Nurdin, Nia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47500
• Institution: Institut Teknologi Bandung

Kimia Farma is one of the largest pharmaceutical companies in Indonesia that focuses its business on selling generic drug products. The company decided to expand their business by entering the inhaler market. As a new player in this market, company must realize and pay attention to many aspects in developing new products. The methodology used in this research is to analyze business problems by studying the internal and external environment. The internal analysis uses PESTEL, Porter Five Force, and Competitor Analysis. Whereas the external analysis uses the SWOT Analysis company. Then, do a feasibility analysis of the product in terms of financial and marketing. The purpose of this study is to determine the feasibility in two aspects, market and financial aspects. For market analysis uses descriptive qualitative by using several methods; Ansoff Matrix, Segmenting, Targeting and Positioning (STP) and Marketing Mix analysis (4P). Then for financial analysis is calculated using the capital budgeting method using three parameters; Net Present Value (NPV), Internal Rate Return (IRR), and Payback Period (PP). Then a risk management analysis is carried out using sensitivity and scenario analysis so as to obtain several variables deemed necessary for the next stage of making the worst-best case. After getting the result of the calculation is the provision of recommendations to the company and make implementation plan for the project. In terms of market aspects, based on ansoff matrix Kimia Farma is advised to focus on developing new products with existing markets and focus on aspects of the Product, Price, Promotion and Place (4P). The recommendation is the company needs to do direct marketing in Dry Powder Inhaler (DPI) product marketing activities. It is needed to add awarness and knowledge to consumers. Direct marketing can be done through direct communication with medical staff (doctors) or directly with advertising that is done by relying on Kimia Farma pharmacies that have been widely spread in Indonesia.Then based on results of financial analysis with NPV method, the value of NPV is positive or greater than zero (Rp. 26.464.642.361). For the IRR value is greater than the interest rate of 7,26%, which is 21,84%. Lastly, the payback period for this project is 21 moths. It can be concluded that this project is financially feasible. Then there are 5 variables that must be considered by Kimia Farma's management in developing new products, namely packaging materials, direct labor, indirect labor, quantity sold and price per unit realization. Because these five variables greatly affect whether or not a project is feasible.