GKSI plan to market a sterilized milk product after being successful with Alam Mumi pasteurized milk.



After analyzing the business environment, the market, the competitor and the strengths and weaknesses of GKSI' s new product, a conclusion can be drawn that it is feasible to launch the product.



Considering the stagnant sterilized milk market and the dominant position of Ultra, however, we recommend that GKSI should first launch the product into the institutional market.



This strategy has the advantages of being relatively low in marketing cost and does not require a lot of marketing expertise. GKSI can also use this strategy as a learning experience before engaging in a more costly and more risky venture i.e. launching the product into the consumer market.



Research location: Gabungan Koperasi Susu Indonesia

Supervisor: Tjan Soen Eng, PhD.

Accepted: August 14, 1990