Presented by.

Martin | Duc Son | Ilkka Saarnilento | Madiana Laela | Anastasiia | Vanessa | Ghea
 Agenda
Introduction

Product Descriptions

Market Segmentation

Business Model

Strategy and Implementation

Financial Estimation
 Introduction

Popularity of
Chinese
The cuisine in
implementation Indonesia
The rapidly of ASEAN
expanding Economic
The Community has
mushrooming
Indonesias
population increased food
Upward of modern and beverage
Trend of retailers production
(minimarkets)
Commodity in the regions
prices
 Spread to southern China
2 during the Song Dynasty and
was established during the
Mongolian Yuan Dynasty.

Originated in Mongolia and

the Jin Dynasty and the main 1
ingredient was meat, usually
beef, mutton or horse

History of
Hotpot
Traditional coal or wood-heated
steamboat or hot pot has been
replaced by other fuel sources 5
like electricity, propane, butane
gas, or induction cooker versions.

Hot pot became popular

4
throughout China by the
Qing Dynasty in AD 1644 to
1912

Regional variations
developed with different 3
ingredients such as seafood.
 Taiwanese Hotpot

Taiwanese have traditionally crowded around hot pots in the winter,

their white steam and piping hot soup keeping the body warm and
spreading a feeling of well-being.

Getting together as the tradition of gathering around a warm hot pot

with the family over the Lunar New Year holiday.
 Taiwanese Hotpot

Taiwanese
Hotpot
Service Dish Soup Base

All you can eat Vegetables Chicken

Self-served Meats Curry
Dessert Mala, etc
 The setting is modern and bustling-
groups of friends talking over music
and spicy hotpot

It had everything and it

was fresh and tasty. The
servers were efficient
about constantly refilling
pans that had run out.
 Our
Products

Our product is instant ready-to-use hot pot soup base.

By using only high quality ingredients, we provide
authentic Taiwanese flavors.
Product Design
Specification
80g for a pack
Big pack of 15
Price: Rp 15,000 X 1 package
Rp 225,000 X 1 big pack

16cm

12cm
 MARKET
SEGMENTATION
Market Overlook
Food sales in Indonesia
4500000000,00 12,00%

4000000000,00
10,00%
3500000000,00

3000000000,00 8,00%

2500000000,00
6,00%
2000000000,00

1500000000,00 4,00%

1000000000,00
2,00%
500000000,00

0,00 0,00%
2016 2017 2018 2019 2020 2021
food sales, IDRmn food sales, IDRmn, % growth y-o-y
Market Overlook
Monthly Expenditure per Capita (IDR)
90000
80000
70000
60000
50000
40000
30000
20000
10000
0
2013 2014 2015
Spices Prepared food and beverages

Underlying trend: consumers are looking for fast and

convenient food without significantly compromising on
healthy eating
Where to target?
 Where to target?

Java has high, dense and concentrated population

Perfect place to launch the product

Percentage
Population Population Population
Province of Urban
2000 2010 Density 2010
Population
West Java 35.8 43.1 1176 65.7
East Java 34.8 37.5 828 47.6
Central Java 31.2 32.4 894 45.7
North Sumatra 11.6 13.0 188 49.2
Banten (Java) 8.1 10.6 909 67.0
Indonesia 206.3 237.6 124 49.8
Who to target?

Easy and quick

product
perfect for the
younger population
with less time and
cooking experience

Huge segment:
median age 29,9
years (2016)
The Competitors
Large companies occupy lions share of the market for
the seasoning and condiment sector in Indonesia

Seasoning Sector Condiment Sector

Ajinomoto Unilever,
Indofood, Heinz ABC,
Sasa, Indofood,
Unilever, Wings Food,
Ikafood Putramas, Lasallefood Indonesia,
Kobe Boga Utama, Sasa
Sumber Inti Pangan,
Nestl

Still an attractive market, with

lots of investment from both
new and old players
 Strength

S
The size of the population alone makes the food and drink sector
attractive to investors
Considerable FDI
Consumers led by price rather than brand loyalty
Weakness

W
Low incomes for a large proportion of households -> majority
of population still shop at traditional stores and outdoor
markets.
Government regulation on food retail

Opportunity

O Economic growth enhance high value sectors, such as

convenience foods
With rising interest in health and hygiene of food, food origin
has become more important, lifting packaged food sales

Treaths

T Rising labor costs are a threat to retailers' margins

Business
Model
Key Resources
Tangible Assets Intangible Assets

Capital Equipment Market Understanding Research

Employee Building Relationship with customers and suppliers

Key Activities

Production Quality Control

Supplying raw materials Expiry Date
Production BPOM
Packaging Halal Certification

Marketing & Promotion Sales

Website Presentation
Social Media Monitoring and evaluating
Endorsing sales

Customer Care/Service Research

Website New Flavor
Hotline
Key Partner
National
Raw Delivery Agency of
Packaging
materials service Retailer MUI Drug and
supplier
supplier provider Food
Control

CV. Cahaya PT. Sinergy Linc Logistic Giant

Rempah Indopack
Makmur Makmur

Indomaret

Hypermart

Carrefour

Alfamart
Business Process
Pre-production Production
Making Production in
Quality
sample mass
Control
product production

Introducing the Taking raw

product to materials from Packaging
retailers suppliers

Creating Ordering all raw Distributing

materials from
contract suppliers to retailer
 Strategy and
Implementation
Marketing Strategy
Promotion Strategy

Cheapest Price Voucher gift for new member
Gold Quality Voucher discount for second
Ensure food hygiene purchase
and safety Partnership with Voucher
E-Commerce Company
Combo Deals (Buy 3 get 1 free,)
Give tester free to customers
Free ship with minimum purchase
Customer Relationship Management
Customer Services

Online Discussion Forum

Return Product Policy
Guarantee Service
Order Online
News & Update
Customer Satisfaction
Customer Feedback
 Financial
Estimation
Financial Estimation
Financial Estimation
Financial Estimation

To cover the initial investment in the beginning of the period, this project needs to be
operated until in the year 4.
 Summary

With the large number of Indonesian population, Indonesian

people preference in looking for fast and convenient food,
and the mushrooming of modern retailers (minimarkets) in the
regions, business for instant food industry is promising.

Chinese and Taiwanese cuisine spread and enter regional

market industry and proves to be successful. Therefore,
developing a new product of Taiwanese industry can be a
good choice.
Reference
https://www.indonesia-investments.com/news/todays-headlines/why-
indonesia-s-food-beverage-industry-should-grow-strong-in-2017/item7550?
http://english.cw.com.tw/article/article.action?id=910
BMI Research, INDONESIA: FOOD & DRINK REPORT
http://www.gbgindonesia.com/en/manufacturing/article/2017/in
donesia_s_spice_seasoning_and_condiment_sectors_limited_by_
poor_supply_chains_11706.php
http://www.gbgindonesia.com/en/manufacturing/article/2014/th
irst_quenching_indonesia_s_food_andamp_beverage_industry.ph
p
https://www.bps.go.id/linkTabelStatis/view/id/962
https://www.bps.go.id/linkTabelStatis/view/id/1267
https://www.bps.go.id/linkTableDinamis/view/id/842
https://www.bps.go.id/linkTabelStatis/view/id/1276