Providing market assessment for a local conglomerate in Indonesia.
Our client wanted to utilize their palm oil plantation by producing cooking oil and would like to distribute it in Kalimantan. They considered South and Central Kalimantan as the main target market since both provinces are the nearest location from their plantation and factory. Moreover, South and Central Kalimantan are chosen due to low competition from national players and have a promising market which meet with the company’s product positioning. The client aimed to understand the market landscape in South and Central Kalimantan by understanding demographic & trend analysis as well as distributor assessment, supply chain / logistic analysis from local players in the market.
To provide a comprehensive market assessment, our team at YCP Solidiance generated insight from secondary analysis, market visits, and primary interviews from related stakeholders in the market. We also planned to conduct focus group discussion, observation, as well as competitor analysis. Our team also determined key success factors to win in the market and built an in-depth analysis of strategy and recommendation.
YCP Solidiance’s team, consisting of 1 Senior Consultant, and Two Analysts, did the primary research by visiting South and Central Kalimantan to do primary research to related stakeholders. Our team also gained real-life experience in the local market by doing observation of all sales channels of products. YCP Solidiance conducted Focus Group Discussion on selective consumer segmentation. We assessed extensive discussion and interview with the customer segment that meet with targeted building development customer and industry experts. Through this approach, we managed to gain more fruitful insights into the local market. Throughout 6 weeks of engagement in the project, our team had successfully met with total ~120 stakeholders who became interviewees to help build the market analysis of the project.
The client managed to understand cooking oil local market characteristics in South and Central Kalimantan and identified the best approach to penetrate the market fit with the local culture.