PERUMUSAN STRATEGI PRODUK PREMIUM MILK CHOCOLATE BAR MINANG KAKAO

• Main Author: Nastiti Ardianto, Naila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83280
• Institution: Institut Teknologi Bandung

In recent years, healthy snacks have become a growing trend among the Indonesian population. Minang Kakao is a small and medium-sized enterprise (SME) specializing in healthy snacks made from organic chocolate sourced from South Sumatra. One of Minang Kakao's products is the Premium Milk Chocolate Bar. When compared to competitors' chocolate products made with milk, Minang Kakao's product has relatively low sales. This lack of sales indicates that the Premium Milk Chocolate Bar has not yet achieved Product- Market Fit (PMF). Understanding this issue, product strategy development can be undertaken to provide clear direction towards achieving PMF. The product strategy development for the Premium Milk Chocolate Bar is carried out through three stages: input, matching, and decision. The input stage identifies key factors using the Business Model Canvas (BMC), PEST analysis, and Porter’s Five Forces analysis. This stage results in 26 strength factors, 31 weakness factors, 21 opportunity factors, and 24 threat factors. Aggregation is performed on these factors, resulting in five factors each for strengths, weaknesses, opportunities, and threats. After aggregation, validation is conducted to ensure the factors' alignment with the current conditions of the Premium Milk Chocolate Bar. The matching stage uses the validated factors to develop strategies through a SWOT analysis. The SWOT analysis produces 31 strategies, which are then aggregated into five proposed strategies for the Premium Milk Chocolate Bar. The decision stage ranks the attractiveness of the proposed strategies using the QSPM matrix. The priority order of the proposed product strategies, from most to least attractive based on the QSPM matrix's attractiveness score, is as follows: Product development for competitive advantage, Innovation and digital marketing for market expansion and enhancing competitive advantage, Developing relationships with distributors to improve efficiency and market expansion, Increasing consumer trust through certification and product differentiation, and Optimizing management and developing logistics infrastructure to reduce external dependency.