IN recent years, the beverage industry has been faced with new opportunities and challenges. Changing consumer demands and preferences require new ways of maintaining current customers and attracting new ones. PT. Delta Djakarta, leading producer of alcoholic products such as Anker Beer, San Miguel and Carlsberg and is the second largest beer producer in Indonesian market with 30.1% market share. It is aggressively grabbing market share of the mass market of beer market in Indonesia which is dominated by PT. Multi Bintang Indonesia, producer of Beer Bintang, Heineken and Guiness. Along with increasing competition, beer producers companies must intensively court customers, offer end ensure high-quality products, efficiently distribute them, ensure safety, and keep prices low - all while staying nimble enough to exploit new markets by launching new products. In this environment, success depends on how a company's capitalize on emerging opportunities.

Indonesia with a population more than 230 million people is definetely an attractive market to capture. For the last three years, beer market has increase for abour 0.8% and expected to sustain a steady growth in 2006 and following years to come.

However, despite all the heavy promotional effort that has been done in supporting the sales of PT Delta Djakarta products, the products have failed to outsell PT. Multi Bintang Indonesia in the Indonesian market as its share never outnumbered PT. Multi Bintang. In response to this issues, our group conducted series of investigations to analyze what are the key success factors for beer producers and specifically the importance of sales delivery service which PT. Delta Djakarta and also MBI offer to their customers to the business as a whole. The research will be focusing on sales delivery service current performance. Based on this study we are trying to give recommendations to PT. Delta Djakarta on how to improve the current operation, positioning and how to improve the promotion of the service.



Research Location : PT. Delta Djakarta