Swot Analysis Of Banesia Soya Bean Milk

INTRODUCTION Banesia Soya Sdn Bhd is a headquartered manufacturer in Bandung, Indonesia. Founded in 1990 by Monavella Lina, started with the acquirement of rural plant and oilseed refining as well. Banesia Soya Sdn Bhd earned the reputation as the “rich-protein beverage” from Asian Beverage Award. It is famous, trusted, supported and was the largest supplier of soya drink beverage in Indonesia. The manufacturer is primarily known with their only one supported product which is the “Banesia Soya Bean Milk”, the only product being produced. The product had fulfilled and satisfied the common needs of customers.

Unfortunately, the company need to adapt new market strategy in this fast moving consumer goods industry.

TARGET SEGMENT PROFILES

It is good to have a usage rate of a regular user customer so the orgnization can reach the sales target. Soya bean organization is included as market that have so many substitutions. In addition, organization should make the products unusual. For example, all the products have an acknowledgement as a healthy nutrition beverage from Asian Beverage Award, it’ll convinced customers. As it clearly seen on Figure 1.1, rewarding customers by giving them something tangible like vouchers, member card, special bonus such get one free products for every two product purchases will boost up the sales. Lastly, build relationship with customers is critical, the organization can use media power for doing promotion. “Keeping customers glad ought to imply that activities talk louder than words. A demonstrated instead of guaranteed responsibility will put organization path in front of the competition.” (The Marketing

For the organization development, a variety of product differentiation should be imply to keep up with the pace of the market competitors. As usual, product should be differentiate according to age and gender. For example, making the soya bean to look more appeals to childrens and teenagers such as ice-cream and yoghurt that available with general preferred flavour, soya milk low-fat powder and oat meals for adult and elderly that is suitable for dietary and replacing dairy nutrition, without change soyabean as basic material. Moreover, for gender, the organization could differentiate soya bean milk for helping gym males in their muscle growth and for females is help to expedite menstruation.

Besides that, the packaging design for the soya product should be classified by age and gender. A very unique design for different era should be considered as design plays as an important role in this market. Going deeper, children and teenagers packaging could be made more creative design, pictures as according to their gender and box outlook or shape which is made to easier and comforting customers while holding it, whereas for adult and elderly, Banesia Sdn Bhd can label “Health Awareness” on the box for adult and use social environment like office works, family environment, others daily