THE BUSINESS STRATEGY TO DEVELOP THE MARKET OF MEAT ALTERNATIVES INDUSTRY IN INDONESIA WITH GEA TECHNOLOGIES

• Main Author: Chayadi, Adityo
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80451
• Institution: Institut Teknologi Bandung

GEA, as one of the leading providers of machines and full process line for food and beverage industry, has been engaging in the development of meat alternatives production along with its mission to increase order intake from New Food segment by 2026. Despite the complete portfolio in plant-based and cultivated meat technology, GEA has not managed to sell a single project yet for the meat alternatives applications in Indonesia. The high price, lack of dedicated personnel, no supporting regulation, and current market which is still in home-scale level of production capacity contribute to the absence of demand and no sales to GEA in the meat alternatives segment. This research aims to help GEA generating inquiries and to gain sales from meat alternatives industry market in Indonesia. An integrated framework of design thinking and blue ocean shift is used to propose a suitable business strategy and create new value which GEA can offer to the customers in the related application. In line with the framework, one-on-one in-depth interview to several key stakeholders is carried out with a customer-centric approach to deep dive the business issue. The study shows that GEA needs to eliminate a complicated order process with customer, reduce the price structure, raise the awareness and education of new food, create small-scale capacity machines and pilot product trial program, in order to make a leap into the blue ocean. In the short-term, GEA can make the price more competitive by local sourcing the simple accessories of the machines and eliminate complicated contract. Additionally, GEA should provide new food process consultancy services. The long-term plan will be for GEA to launch small-scale machines, offer rental program, and create strategic partnership with key potential customers through the pilot product trial program.