Chapter 1 - : Answer

CHAPTER 1 -
Kopi Kenangan is one of the most popular grab-and-go coffee chains in Indonesia. Asides from
offering coffee at a much affordable price, they’re also known for using technology for handling
orders. Although they have smaller stores compared to common coffee shops, they’ve been
growing rapidly for the past few years. Currently, they’re going to enter the international market
in 2021 by expanding to Malaysia, Philippines, and Thailand with their latest funding. They’re
also planning to open cloud kitchen, no-staff stores, and automatic kiosks.
1. In entering the international market, how should their new strategy be? Explain it with the
theory of Marketing Mix!
2. According to VentureCap, Kopi Kenangan is now valued for 500 million USD. However,
there is a theory of Value for Society where business can contribute to society and the planet
in a good way. If you’re one of Kopi Kenangan Manager, what kind of Corporate
Responsibility would you make? Try to create one! (This idea has to be new, not the ones
that they already have).
CHAPTER 2 -
Sepatu Compass is a local shoes brand that really got hyped for the last few months. Every
shoes released are always sold out in a short period of time. Sepatu Compass considered as one
of the most wanted shoes in Indonesia. In a parallel universe, they successfully produced their
shoes with more massive volume. And with a long & thorough consideration, Sepatu Compass
decides to go global. So, step 1 of the “steps in the decision process to enter global market”
already been decided. Now, you, as their marketer, have to do these following steps:
1. Choose which market(s) to enter. After choosing the market, explain your reasons. 2.
What is the best level of commitment?
3. How you develop the marketing mix strategies in the foreign market (standardize or
localize)?And why?
Answer :
Chapter 1
1. According to the marketing mix strategies , there are four decisions that are needed to be
made when entering international market.
a. Product : Kopi Kenangan must decide if the product they will sell in international
market will be the same as what they currently sell in Indonesia ( straight extension
strategy ) , create modifications (product adaptation strategy) , or create new product
entirely. I believe the company needs to conduct a survey to each target country and
taste the different coffee brands that are already thriving there and create a similar /
familiar product with a uniqueness included in order to differentiate themselves from
the rest. Simply selling the same product from Indonesia would be risky as there is a
chance that the foreigners won’t like it as they have their own preference in coffee taste.
So the preferable way would be product invention strategy.
b. Promotion : In Indonesia , the company utilize social media and catchy phrases for the
menu to attract buyers. They also cooperate heavily with online food delivery services
in order to create promotions and so on. In entering international market , the company
must :
1. Create international website for the company to attract the foreign customers with
the same catchphrases
2. Continue cooperation with the delivery services in the foreign markets ( Gojek in
Vietnam and Grab in Malaysia)
3. Create big discounts at the start of the opening in order to attract as many potential
customers as possible.
c. Price : I believe in deciding the price in international market , the company need to start
creating different portions of the product. This will encourage people to try on the
smaller portions and buy the big ones if they like it. It also can enable the company to
sell the smaller products cheaper
d. Place : The place that would be ideal to start is in restaurant fairs and events that are
held in each target country. This move will familiarize the locals with Kopi Kenangan.
After that the next move will be small coffee shops and counters near the suburbs and
residential area and the last step is shopping malls and tourist sites in the country.
2. If I am the manager of the company the kind of CSR that I would do will be in the form of
recycle. The CSR will be in form of creating natural fertilizer from the coffee waste and use
the fertilizer in a forest revitalization event in the city or district where the coffee is
cultivated from. This will benefit the locals by preventing natural disasters that are common
in higher elevations where coffee farm is usually located such as landslide. It will revitalize
the environment , especially the forest , and giving a lot of goodwill for Kopi Kenangan.
Chapter 2
1. The market that is ideal for the company is the Southeast Asian market. The reason for
this is :
a. Similar body proportion : People in our surrounding country has a similar body size
relative to Indonesian. This will make adjustments , if required , simple.
b. Similar climate and weather condition : The material used in Indonesia will be
suitable to be used in the similar tropical climate of our neighboring countries. There
will be no need to adapt to suit winter condition etc.
c. Location : The short distance between Indonesia and the foreign markets would
mean more market entry strategies that can be implemented. For example direct
export to the U.S will be too expensive but is a feasible strategy with southeast Asian
market.
As a shoe company that are entering a market consisting of nearby countries , the level
of commitment that is most suitable is to simply export the shoes to the international
markets and by doing so not risking much in form of the company’s capital
2. As stated in the reasons for entering southeast Asian market , there is little modification
needed for the product itself , so the more suitable decision is standardization as the
usage of the product and the overall conditions of the people wearing it is more or less
the same.

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