PrimaFood International (pFI) is a subsidiary of Charoen Pokphand Group Indonesia (CPl). Charoen Pokphand Group Indonesia is one of the leading industrial groups in the Indonesia with over 30 years of operational experience in the country, focusing on businesses such as Agri-business, Foods and Telecommunication. The group has a nationwide operation with more than 20,000 employees.

PFI was established as a food division of Charoen Pokphand Group producing and selling processed foods like chicken nuggets, chicken wings, sausage, meatballs etc. Since 2002, PT PrimaFood International has launched four classes of these chicken products: nugget, karage, katsu, spicy wing, superstick and chicken drumstick. These products are targeted for four class segments:

Golden Fiesta : SES A and above Fiesta : SES A and B Champ : SES C Okey : SES D

The sales performance of Golden Fiesta shows a flat curve or even declining in certain period of time since it was launched. There are several factors suspected to be the root cause of this problem. Marketing and distribution issues are the first part to be identified. Deep analysis is conducted to spot the real cause and therefore appropriate strategies can be developed.

The objective of the study is to undergo a thorough market research, develop qualitative and quantitative analysis, and formulize a proper strategy on Golden Fiesta class. Landscape analysis is used to comprehend existing condition and current developments of a company's business landscape, and further, to look upon a picture of future condition and current developments of a company's business landscape. The analysis is then followed by the next step to design the company architecture's. Supported by both the findings in the quantitative survey and qualitative survey, STV (Strategic, Tactic, Value) triangle is used to develop the architecture.

The architecture that is developed based on surveys and STV triangle will provide a sufficient franlework to analyze and derive all the options for Golden Fiesta. The study results in recommendation as to which option should be taken by PrimaFood. There would be three alternative scenarios for Golden Fiesta that are proposed i.e.:

-Brand Portfolio scenario

-Re-launch Golden Fiesta with new nanle -Withdraw Golden Fiesta

Each scenario carries its own consequences which will be considered carefully.

The recommended option will be supported by thorough comparison analysis anlong the derived scenarios.



Survey Location : PT PrimaFood