Premium Chocolates Pte.Ltd case study
Fact about premium Chocolates / situational analyze
• A Singapore based company has considerable experience in manufacturing & marketing Chocolate in tropical countries and also has plants in Malaysia & Singapore.
• Turnover in 1993 US$ 20 million
• Produce 4000 tons of chocolates per year
• 25% market share in Malaysia
• Government regulation was not support exporting chocolate plants from Malyasia & Singapore instead the company decided to set up a production plant in Medan as a 50:50 joint venture with Indonesian partner
• labor cost percentage of ex-factory price in Singapore = 8% in Malaysia =5% (high labor cost)
• Indonesia provide sources of material which is main ingredients of chocolate
• The projection Labor cost percentage of ex-factory price in Indonesia = 1,8 % (lower than Singapore & Malaysia)
• Urban population, the target of prime for marketing Premium’s product = 31 %
• Consumption of chocolate confectionery product in Indonesia = 50gm per year in Malaysia =320 gm per year
• There are four major Chocolate companies in Indonesia (competitor)
Problem
• There are many competitor in the field and they have market target ( maksudku punya konsumsi pasar sendiri)
• Consumption chocolate confectionery product lower than Malaysia only 50 gm per year
• Join venture with Indonesian partner it’s means the profit must divided in two
Core Problem
• Marketing plan in Indonesia to be a success product
1. To get a market share in Indonesia
2. high margin contribution
SWOT Analysis
Strenghts ? Internal
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