2. • Background of Indonesia
• Diet and Nutrition
• SWOT Analysis
• Target Market
• Marketing Plan
• Final Recommendations

4. • Indonesia’s GDP is facing a period of exponential
growth
• The annual growth rate for GDP was 6.1% in 2010
$1,000
$800
GDP in $Billions
$823 2009 GDP
$600
$707
$400 2010 GDP
$539
$200 2011 GDP
(Estimated)
$0
GDP 2009-2011

5. • Bahasa is Indonesia’s primary
national language
• Bahasa is the language most
used in
communication, business, media,
government, and education
• Local languages, most commonly
Javanese, are very important in
many areas
• English is the most widely
spoken foreign language in
Indonesia

6. • Indonesia has an electrical requirement of 110/220V
which is the same electrical requirement as the United
States
• Electrical outlets in Indonesia are different from the
United States
• To use an appliance such as a waffle iron in Indonesia
you will need an international voltage converter

7. • Value added tax (VAT) is issued on a majority of goods including
imports at a rate of 10%
• Tariff rates on imported food items are no higher than 5%
• Required registration of the items can take up to six months
• An income tax of 2.5% is issued on CIF value imports
• Documentation requirements include:
o Import declaration o Performance invoice
o Commercial invoice o Certificate of origin
o Bill of Lading o Insurance certificate
o Packing list

8. • Typical breakfasts include:
fried
rice, eggs, fruit, porridges of
vegetables, fried
bananas, and chicken soup
Typical Breakfast: Nasi Goreng “fried rice”
• Meals in Indonesia revolve the Indonesian national dish
around rice as a staple
ingredient
• The typical diet in Indonesia
consists of:
rice, fish, meat, eggs, dairy, fr Typical Meal: rice with vegetables
uit, and vegetables with spices

9. Strengths Weaknesses
• Brand name • Non-diverse product
• Strong presence in U.S. offerings
market INTERNAL
• Financial stability
• Product is simple to
prepare
Opportunity Threats
• Tourism • Culture and religion
• Penetration of Indonesian • Climate
market EXTERNAL • Geography
• First-mover advantage • Shipping issues and risk
• Tango Waffles

10. Bali and Jakarta Four and Five star Hotels
• International Tourism
• Major driver of demand for food imports
• 60% of imported food – Hotels and High-end western
restaurants
• Hotels use twice that of restaurants
• Top hotels import 15%

11. Bali: Primary Target Market Jakarta: Secondary Target Market
• 25-30% tourists arrive in • 27,685 star hotel rooms
Bali • 22,376 customers per day
• Equal amount visit during • 30% foreign
their stay
• Nearly 30% of 4 and 5 star
hotels
• 78% of customers are
foreign tourists

12. Grand Hyatt and Hyatt Hilton and Conrad Starwood Hotels
Regency Hotels
• Sheraton, Westin, St.
• Bali and Jakarta • Bali and Jakarta Regis, W Hotels
Locations Locations • Bali and Jakarta
• 400 – 500 rooms per • 350 rooms per hotel locations
hotel • 250-350 rooms per
hotel

13. Ritz Carlton Jakarta JW Marriott Hotels Crowne Plaza
Jakarta
• Jakarta and Bali • Jakarta and Bali
Locations locations • 350 + Rooms per
• 367 Rooms • 300 rooms per Hotel hotel

14. Supply Chain in Indonesia
“Archaic triangle of restrictive arrangements”
• Many middlemen between producer and consumer
• Strong relationship with a reliable distributor is
crucial
Strategy
Carbon’s Freight
Golden Distributor
Malted Forwarder

15. • Established in 1904
• Worlds largest ocean
carrier firm
“Best Global Shipping Line” 18th
consecutive year
“Best Green Service Provider –
Shipping Line”

18. • Indonesia’s largest and premier food product distributor
• 17 distribution points in Indonesia
• Largest refrigerated truck fleet
• Clients: Hunts, Laughing Cow, Yoplait, Pillsbury, Ocean Spray and
many more…
PT Sukanda Djaya Phone: + 62 21 640 5678
Jl. Pasir Putih Raya kav. 1 Fax: +62 21 640 2861
Ancol Timur
Jakarta 14430 Web: www.sukandadjaya.com
Indonesia

19. PT Continental Duta International Phone: +62 21 6660 1425
Grand Pluit Mall Block B-6 Fax: +62 21 6660 1426
Jl. Pluit Raya Selatan No. 1 Email cdi@continental.co.id
Jakarta Utara 14440 – Indonesia Web: www.continental.co.id
PT Wire Logitama Saksama Phone: + 62 21 690 9244
Jl. Ancol Barat VII Blok Fax: + 62 21 690 9436
A 5D No. 2 Web: http://wiralogistics.com/index.shtml
Jakarta 14430,
Indonesia

20. "In 2 Minutes or Less, Simply the Best"
• Carbon’s Golden Malted products are set apart
by the company’s dedication to quality and
performance with value pricing
• The product is unique in that the waffle irons to
prepare the mixes are loaned to the customers in
exchange for the monthly minimum purchase of
two cases per waffle iron
• Most importantly, this is a new product in
Indonesia. It will be differentiated by its
originality in the market

21. The labels of our product will need to be changed to
meet the following requirements in Indonesia. All food
packaged for sale must be labeled using:
• The Indonesian Language (Bahasa)
• Roman text
• Arabic Numerals
The minimum requirements for the information on the
packaging label include:
• The name of the product
• Net weight or volume using metric units
• Name and address of the manufacturer or importer
• Registration number
• List of ingredients
• Date of expiration
• Production date or code

22. • Takes place in Bali, and is the
important tradeshow for us
to showcase our product
• An international exhibition
for
equipment, food, beverages,
and services to support
Indonesia’s tourism and
hospitability industries
• Reaches our primary target
market directly
Bali International Convention Center Phone: +62 361 771906
Kawasan BTDC Fax: +62 361 772047
Nusa Dua Web: http://www.baliconvention.com/
Bali, 80363 Email: bicc@baliconvention.com/
Indonesia Date: March 01 – 03, 2012

23. • This trade show will offer
maximum exposure and
create brand awareness for
our product in Indonesia
• Had record attendance of
17,811 trade visitors in 2010
• This trade show involves
international food processing
and packaging machinery, as
well as a materials exhibition
Jakarta International Expo Phone: +62 (21) 266 45 000/131
Gedung Pusat Niaga Lt. Fax: +62 (21) 657 000 10
1 Arena PRJ Kemoyoran Web: http://www.jiexpo.co.id/
Jakarta, 10620 Email: marketing@jiexpo.co.id/
Indonesia Date: TBA (December 2012)

24. Cases Cases
• 6,357 cases monthly • 2,038 cases monthly
• 76,285 cases annually • 32,850 cases annually
Dollars Dollars
• $254,283 in sales per • $190,500 in sales per
month month
• $3,051,400 in sales • $1,314,000 in sales
annually annually
(Figures based off 222 waffles per case X $40USD per case assuming each potential consumer eats 3 waffles per day)

25. “Should Carbon’s Golden Malted enter Indonesia?”
YES!
• Based on the economic environments and tourism
industry, we recommend that you enter
Indonesia, taking interest specifically in the hotel and
tourism industries located in Bali and Jakarta
• We recommend you penetrate this market and exercise
the opportunity to have the first-mover advantage in
this market

26. • While the retail segment of Indonesia could possibly be
profitable in the future, the costs of assimilating the
culture to a new breakfast food would be expensive
• Penetrating the market first through hotels in the
tourist industry is more plausible and would allow the
product to gain market acceptance and distributor
confidence and loyalty before branching to potential
retail markets in Indonesia