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Over the years, tea consumption became associated with eating and living habits just like
coffee or soft drinks without regards to its benefits. The aging of the population and limitations
of modern medicine have caused many people to look for new ways to improve their health.
Doubts surrounding lifestyle and diet along with the growing interest in functional foods and
nutrateutical have contributed to this trend.
Tea product have a larger market after the bottle water. Indonesia is the fourth largest
population in the world. 25% of Indonesian people consist of youth, 63 million have average 1529 of age. The youth need a healthy life. According to Indonesian Soft Drink Association
(Asrim) estimates the market soft drinks instant tea nationwide grew 7.5% to 1.67 billion liters in
2011 compared to 2010 is 1.55 billion liters. The growth follows the increase in the number of
population and low level of consumption of soft drinks in Indonesian society. The main driver
for growth in soft drink tea market is the population of adolescents and young people in the
country. Teenagers and young people are the productive population and potentially have
disposable income levels continue to rise. Instant tea share stood at 8.9% in 2010, second only
drink bottled water, which reached 84% of the total soft drinks market ready-national.
The market opportunity for kombucha tea is wide in Indonesia, the competitor for this
new product is still low. The rate of urbanization in Indonesia is high too. It is approximately
54% form total population. Urbanization becomes a driving factor to increasing demand for
functional food. Urban lifestyle with a high level of activity was also pushing demand for
beverage products (Poeradisastra 2011). The trend shown that the urban people need a instant,
safe, comfort, and valuable food. Consuming regular products is no longer enough for upperclass shoppers, and they are now seeking products that provide them with greater benefit and
added value. Nielsen observed three categories that experienced growth by answering the needs
of the upper class: lifestyle, health and convenience.
For seeking a market opportunity we have made a SWOT analytical shown on table ..
(S) Strengths
(W) Weaknesses
1. access of raw material is 1. should keep on cool
high and cheap
2. quality of raw material
2. have a high health benefit
3. new product (not popular)
3. have a fresh taste
4. simple production
5. low competitor wide
market
(O) Opportunities
(SO)
(WO)
1. no commercial product
1. High market opportunity 1. Standardize the quality of
2. urban productive age is 2. Low competitor in same
product
product
2.
Seek for regulation
high
(T) Threats
(ST)
(WT)
1. the society belief
1. attractive marketing
1.maximalization
in
2. standard regulation
2.Product quality optimally marketing
and serving quality
2. product innovation