PROPOSED STRATEGY TO ENTRY NEW MARKET SEGMENT TOWARDS GREEN PACKAGING PRODUCT ON PACKAGING DISTRIBUTOR COMPANY

• Main Author: Safira, Mega
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80159
• Institution: Institut Teknologi Bandung

This research explores the strategic entry of Mega Kharisma, a packaging distributor company, into the green packaging market, amid evolving environmental regulations and shifting consumer preferences. The study begins with a detailed analysis of the current state of the packaging industry, emphasizing the dominance of plastic packaging and its environmental repercussions. It highlights the Indonesian government's regulatory push towards sustainable packaging and the resultant market shift. The research delves into Mega Kharisma’s existing business model, primarily serving the middle-to-lower market segment with plastic and styrofoam products, and examines the implications of transitioning to green packaging. A dual-method approach, encompassing both quantitative and qualitative analyses, is employed to understand consumer behavior and market dynamics. This includes surveys targeting various demographic segments and in-depth interviews with company stakeholders. The findings reveal a strong inclination towards green packaging among younger demographics, particularly within the upper-middle social strata, contrasting Mega Kharisma's traditional customer base. The research further examines the challenges and opportunities presented by the green packaging market, considering factors such as cost, consumer perception, and market segmentation. It evaluates Mega Kharisma's readiness for strategic realignment, focusing on product innovation, marketing approaches, and the potential for capturing a new customer segment. In conclusion, the study proposes a comprehensive strategy for Mega Kharisma to navigate the emerging green packaging landscape. This strategy encompasses market repositioning, product development, and leveraging government regulations to gain a competitive advantage. The research emphasizes the need for proactive adaptation in the face of environmental challenges and evolving consumer expectations, offering insights for businesses operating in similar sectors.