The Business Strategy to Accelerate Meat Alternatives Industry in Indonesia with GEA Technologies
Adityo Chayadi1, Leo Aldianto2
1School of Business and Management, Institut Teknologi Bandung, Indonesia.
2 School of Business and Management, Institut Teknologi Bandung, Indonesia.
* Correspondence: Adityo Chayadi.firstname.lastname@example.org
Abstract: Background: Despite the complete portfolio in plant-based and cultivated meat technology, GEA, as one of the leading providers of machines and full process line for food and beverage industry, has not managed to sell a single project yet for the meat alternatives applications in Indonesia. The high price, lack of dedicated personnel, no supporting regulation, and low investment in the industry contribute to the absence of demand and no sales to GEA in the meat alternatives segment. This research aims to help GEA gain sales from eat alternative industry in Indonesia. An integrated framework of design thinking and blue ocean shift is used to propose a suitable business strategy and create new value which GEA can offer to the customers. In line with the framework, one-on-one in-depth interview to several key stakeholders is carried out with a customer-centric approach to deep dive the business issue. The study shows that GEA needs to eliminate a complicated order process with customer, reduce the price structure, raise the awareness and education of new food, and create small-scale capacity machines and business accelerator, in order to make a leap into the blue ocean. In the short-term, GEA can make the price more competitive by local sourcing the simple accessories of the machines and offering rental machines for meat alternatives production. Additionally, GEA should eliminate complicated order process and provide new food process consultancy services. The long-term plan will be for GEA to launch small-scale machines and create strategic partnership through a business accelerator program.
Keywords: Food technology, meat alternatives, Indonesia market, design thinking, blue ocean, business strategy, sustainable