Understanding Pita Bread Consumer Behavior in Indonesia: Market Penetration Strategy

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Sudarno, Agus and Melfizon, Edy and Paembonan, Etha Rimba and Damayanti, Indah (2014) Understanding Pita Bread Consumer Behavior in Indonesia: Market Penetration Strategy. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

The growth of Indonesian bakery industry from year to year is becoming more positive. Refer to APEBI’s (Bakery Indonesian Businessmen Association) report on 2012, Indonesian bakery industry grew 15% from IDR.27 trillion to IDR.31 trillion, of which IDR.19.8 trillion, or 64% came from bread industry. This growth is predicted to continue in line with the increasing of middle-class society in Indonesia as well as the increasing of GDP in Indonesian society. However, the positive business growth of bakery industry apparently not perceived by Pita Bread industry in Indonesia, especially in Jakarta. The latest news from the Boston Consulting Group, stated that in 2020 the number of rich and middle class in Indonesia will be doubled, approximately about 140 million people (Ramesia Engineering, 2013). This is a good news and opportunity for bread producers, including Pita Bread producers to develop their business. Pita Bread is a type of bread that comes from the Middle East region. In its original country Pita Bread is a staple food which is consumed every day like rice in Indonesia. Pita Bread existence in Indonesia was introduced by Middle Eastern descent who are living in Indonesia, which for them, Pita Bread still remains as one of the preferred staple food besides rice. Pita Bread industry could not be separated from Pita Bread business which currently not growing as good as other bread industry. The existing Pita Bread industries is still run as a home industry with an average production per day around 100 – 300 pieces. The marketing activity is very segmented, only addressed to the Middle Eastern descent as their loyal customers. They sell the products mostly through delivery order and through specialty stores that sell Middle East foods. Among the Pita Bread industries, one of them runs the business in more advance way and sell the product in modern outlets. The increase of bread consumption in Indonesia unfortunately does not have positive impact on the increasing of Pita Bread’s consumption. The reasons are because the producers run their business based on trial and error. The marketing strategy does not set up and implemented well based on correct STP.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 20 Jan 2020 02:51
Last Modified: 22 Jan 2020 02:57
URI: http://repository.ipmi.ac.id/id/eprint/473

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