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PRESENTS...
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PRODUCT PROFILESANTAREJAOne of the Sonaraya antenna products is tha antenna that have Universitas Brawijayas logo. The gold colour at that logo symbolize gold generation at Brawijaya, while the blue colour means humble and relaxELEKTROElectro antenna is also one of the Sonaraya antenna products. This antenna is symbol of Electrical Engineering Brawijaya UniversityARJUNAAnother antenna products from Sonaraya is Arjuna antenna. This antenna have puppet model which means to conserve Indonesia culture
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Customized Design DevelopmentManga CharacterTARGETTING SPECIAL CUSTOMERBased on customer want
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Customized Design DevelopmentOther Country Symbol
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Packaging
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ONE STOP SELLING & SERVICE IN MALLSticker TechnologyBasic Design Sonaraya Antenna Fast and Direct Customer Design
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Wifi CapabilityDesign Competition
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ATTRIBUTE MAP
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BMO - ATTRACTIVENESS
ITEMS OF EVALUATIONMax PointScore 1. Market size, feasibility of profit106Market Size in(5)3 Average ROI(5)32. Market Growth Rate1053. Competition106 Resistance ability of competitors(4)4 Life span of merchandise(3)2Strength of IP(Patents, Brand etc.)(3)04. Risk dispersion1055. Feasibility of industry restructuring1066. Special social condition106Level of attractiveness6034
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BMO - CORPORATE SUITABILITY
ITEMS OF EVALUATIONMax PointScore1. Capital strength1042. Existing marketing ability1053. Existing production ability1044. Existing technological ability, service planning ability1075. Procurement ability of raw materials1066. Support from management106Support from top management(5)4Strong business promoters(5)3Level of corporate suitability 6033
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Key Failure Factors (Assumptions)Challenge of Satellite/Cable Television in Indonesian MarketTechnological upgrades for the antenna function would be limited
Description of Assumptions1. The company will have Full-time professional workers/training2. Enhancements in the design development, measurement test, quality of products and material supplier3. The company would expand its marketing activities4. The company can establish Local Partners (with 10 distribution outlets)5. Engage in 5 Trade Shows & Promotion6. Promotion of Green Technology by using recycle part7. Collaboration with Interior Designer Associations and Commercial House Project (as a gift for house buyer)8. The company will have its own production house
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PEST Observation*(C) Dr. takeru Ohe*
PoliticalLogistic time connection Government policy Support for Network / Techological advancementEconomic Stable Currency & Inflation Low Labour CostMedium Economical Class is Growth (37% in 2004 to 56.7% in 2013)Limited competitors- Higher raw material costSocial-CulturalPeople love to watch TV and use Internet connectionIncreasing support on green productTechnology Challenge of Satellite/Cable TelevisionIndonesia has High Technology Process Design
(C) Dr. takeru Ohe
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SWOT Analysis*(C) Dr. takeru Ohe*
Strength Customized Unique DesignProvide Multi Function (Antenna and Wifi Capability)Can be used as Decour, Token and SouvenirWeaknessLack of Manufacturing FacilitiesLack of Marketing Activities, Dealers and DistributorsFew Proffessional Full time/trained workerOpportunityLimited CompetitorsPotential high demand (People love to watch TV and use Internet connection)ThreatChallenge of Satellite/Cable Television in Indonesian MarketTechnological upgrades for the antenna function would be limited
(C) Dr. takeru Ohe
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GROWTH STRATEGY
Local BaseMalang: Agressive marketing through university-supported networking activitiesJava: Source for local partner to distribute the productIndonesia: Patent; and establish demand for the product through consumer awareness activities
ASEAN BaseSource for local partners and establish hubAdjust the function of the product as relevant to the country and need
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ACTION PLAN
Local BaseEstablish partnership with local dealers /distributors (10 distributors per area; 2 units per day)Source for professional workers or provide for formal training to increase quality work and output (est. 3-5)Promote product via design-making competition and other cost-eficient marketing activities (one a year)Apply and establish patent for the product
ASEAN Base (est. 3-5 years from now)Source for local supplier and distributor (one exclusive)Concentrate on rural provinces for the product (i.e. Quezon, Cagayan, Bataan)Establish partners in design of local/cultural symbols/motiffEstablish online business for the product to address logistics matters
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Detailed Action Plan
TimelineGoal ActivityUnique resource neededDec 2014-May 2015I) Establish partnership(10 distributors in Malang)Collection of information about the most potencial distributors in each area.Need information about the ability to sell the productII) Getting the professional worker for the AntennaSearching potencial workerInterviewing the workerNeed professional workers:1 for cutting the metal material1 for work the wood1 for antenna designer1 for assembly1 for quality controlIII) Held a design making competition by first semester of 2015 in Brawijaya UniversityMake a antennas design competition to Brawijaya studentsSpecial price for the winner
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Detailed Action Plan
TimelineGoal ActivityUnique resource neededJune 2015 December 2016I) Establish partnership(3 distributor in Philippine by the end of 2016)Collection of information about the most potential distributors in each area in Phillippines.Support information from de La Salle University of PhilippinesII) Establish online business and marketingBuild a website and online store-
