- Ai Latifah

- Eksanti
- Monica Angeli
- Nabila Intan
- Namira Kesya

1. Jasný company​ is a company that was established in 2019 by targeting several

countries in Asia. This company is engaged in crafting. Aromatherapy candles produced
by Jasný company are made from materials derived from nature, one of which is palm.
This aromatherapy candle is an innovation that we developed from ordinary candles that
we give aroma and color so that it has a higher appeal than ordinary candles. Candles
are not only useful as a lighting tool, but also functions as a stress-reducing medication.
This antistress property contained aromatherapy candles. With the increasing of public
awareness of health, there are more and more users of this type of candle.
● Vision :
- Making a soothing calm with innovation poured in a candle.
- Being a company that continues to grow and develop
● Mission :
- Using good raw materials, high quality and derived from nature so that the
ingredients are guaranteed good for the body
- Develop periodic innovations both in products and services
- To open marketing opportunities for craft products at home and oversea.

Business operation :

The first thing that must be prepared is the collection of tools and raw materials,
the company takes all raw materials from nature without chemical interference. Then the
candle is produced based on a predetermined design so that it becomes goods available
for sale. In the marketing process, so that products can be easily accepted, price
competition, product quality and appearance are key. Aromatherapy candle products are
also packaged well and with the characteristics of Jasný company itself. This
aromatherapy candle product has also spread to the world of exports and for now Jasný
company is targeting countries in Asia as its sales target.
2. Force Analysis

● Competitive rivalry or competition: Strong force

This component of Porter’s Five Forces analysis model determines the intensity
of the influence that competitors have on each other. In our case, this influence is
based on the following external factors:
❖ Low aggressiveness (weak force)
❖ Low differentiation of products (strong force)
❖ Low switching cost (strong force)
In terms of product differentiation, available products in the market are generally
similar in fulfilling specific purposes. On the other hand, this indusry has low
aggressiveness towards the competitors. The low switching cost means that it is
easy for customers to switch from us to other brands, based on price, function,
accessibility, and related concerns.

● Bargaining power of buyers or customers: Strong force

This component of Porter’s Five Forces analysis model determines how buyers’
purchase decisions and related preferences and perceptions impact businesses.
In our case, buyers’ strong power is based on the following external factors:

❖ Low switching cost (strong force)

❖ Small size of individual buyers (weak force)
❖ Buyers’ preferences to sales (strong force)

It is easy for customers to change brands, thereby making them powerful in

compelling companies like us to ensure customer satisfaction. On the other
hand, each buyer’s purchase is small compared to the company’s total revenues.
Porter’s Five Forces framework indicates that this condition makes customers
weak at the individual level. However, the availability of detailed comparative
information about competing products’ features empowers buyers to shift from
one provider to another. This external factor enables buyers to exert a strong
force on the industry.

● Bargaining power of suppliers: Weak force

This component of Porter’s Five Forces analysis model indicates the influence of
suppliers in imposing their demands on the company and its competitors. In our
 case, suppliers have a weak bargaining power based on the following external
factors:

❖ Moderate to high number of suppliers (weak force)

❖ Moderate to high overall supply (weak force)
❖ High ratio of firm concentration to supplier concentration (weak
force)

In Porter’s Five Forces analysis context, the resulting high number of

suppliers is an external factor that presents only a weak to moderate force
against the company. The ratio of firm concentration to supplier concentration
further limits suppliers’ power and influence in the industry. Thus, this part of
the Five Forces analysis shows that the bargaining power of suppliers is a
minor issue in developing our strategies for supply chain management, value
chain effectiveness, innovation, and industry leadership.

● Threat of substitutes or substitution: Strong force

This component of Porter’s Five Forces framework determines the strength of

substitute products in attracting customers. In our case, substitutes exert a
strong force based on the following external factors:

❖ Moderate to high availability of substitutes (moderate force)

❖ High performance of substitutes (strong force)
❖ High buyer propensity to substitute (strong force)

In Porter’s Five Forces analysis model, this external factor exerts a moderate
force in the industry environment. In Candle Industry, we have automatic air
diffuser as our substitute. People these days prefer to use automatic diffuser
to be in their room. It shows that we have strong force to our substitute in the
Porter’s Five Forces analysis model.

● Threat of new entrants or new entry: Strong force

This component of Porter’s Five Forces analysis model indicates the effect
and possibility of new competitors entering the market. In our case, new
entrants exert a strong force based on the following external factors:

❖ Low capital requirements (strong force)

❖ Low cost of brand development (strong force)
 ❖ Capacity of potential new entrants (strong force)

Establishing a business to compete against the candle industry requires a low

capitalization. It is not costly to develop a brand to compete against the
industry. These external factors make new entrants strong. This part of the
Five Forces analysis shows that we must maintain our competitive advantage
through innovation and marketing to remain strong against new entrants’
moderate competitive force.

3. Basic Strategy :
The basic strategy that our company will use is ​Product Differentiation​ because we are
able to offer products that’s superior and unique relative to competitors product. Our
company will achieve differentiation through innovative product R&D, careful
development and promotion of our brands, and the rapid push of products to market. We
use differentiation to increase brand loyalty and charge higher prices.

4. Strategy map

5. Balanced Scorecard
Strategic Measures Initiatives Target Actual
Objective Performance Performance

Financial Perspective

Increase Operating Manage cost Increase Increase

profitability income from profitability by profitability by
productivity 15% 20%
gain

Increase Total revenue Adding new Increase 20% Increase 25%

revenue revenue of revenue of revenue
channels

Customer Perspective

To have more Number of Improving Increase Increase

attractive store visitors window average daily average daily
for customers candle visits of visits of
display, customer by customer by
cleanliness, 15% 20%
and neatness
of the store

Have high Customers Create combo 95% of 90%

customer rating satisfaction deals and customers customers
and satisfaction ratings increase give 4.5 out give 4.5 out
customer of 5 ratings of 5 rating
focus of sales

Relationship Identify Have 20k Have 10k

with the customers followers on followers on
customers expectation instagram instagram
and needs and visitors and 8k
through social on website visitors on
media website
Increase Market share Identify future Increase up Increase up
market share in needs for to 8% to 8%
communicatio customers
n networks
segment

Internal Business-Process Perspective

Reduce time Time from Improve the 10%reduces 15% reduces

from production packaging to effectiveness time time
to delivery of packaging
customer/storef and delivery
ront

Develop new Amount of Improve At least 3 2 new

products new products research of new products /
constantly the new products/mon month
product th

Improve % of DM, DL, Organize all 80% 80%

manufacturing FOH the costs
controls incurred and
R&D

Improve % of new Improve new 25% new 30% new

marketing customers marketing customers customers
campaign

Reducing Units of Improve 10% 2%

manufacturing waste per management decreases in decreases in
waste production of materials production production
process waste waste

Learning and Growth Perspective

Have a skilled Number Develop Train 100% Train 90% of
workers force certificates partnership of the the workers
acquired by with a workers
the team business
selling online
courses

Have Experienced Hire Have at least Have at least

knowledgeable in making the professionals 2 2
staff in product products employee professionals professionals
development

Improve Information Technology 95% 90%

technology efficiency improvement
index program

Employee Employee Internal 88% 90%

satisfaction satisfaction events, employees employees
ratings assurance, give 4 ratings give 4 ratings
program to
build
teamwork

Increase Management Improve 25% increase 30% increase

employees training number of in the number in the number
empowerment course trainings of employees of employees
and motivations completing completing
training training
course course