A Case Study Report

An Investigation of a dairy products company

Prepared for Djuria Suprato – Lecturer (D3261) by Kheshin – (NIM: 180399320)
5/4/2015

This is a Case Study Report submitted for the Mid-term Test Assignment for the Subject of
English for Written Business Communication (ENGL6131) of Even Semester 2014/2015, at
BINUS University.
 Contents
Executive Summary
3
1. Introduction
1.1 Purpose 4
1.2 Scope 4
1.3 Method
4
1.4 Limitations 4
` 1.5 Assumptions 4
1.6 Background 4-5
2. Findings
2.1 Strength 5
2.2 Weakness 5
3. Disscussions
3.1 Organization Structure 6
3.2 Packaging 6
3.3 Marketing and Promotion 7
3.4 Program and Training 7
4. Conclusions 7
5. Recommendations and Implementations 8
6. References
EXECUTIVE SUMMARY
The purpose of this report was to investigate a popular dairy products company in the country,
which is called Diamond, and compare it with Cimoyi.

PT. Diamond Cold Storage (Diamond) is an established Indonesian manufacturing company

focused on dairy-based and frozen food products. We are a privately held company with
product penetration across the food service, general trade and modern retail segments.

Our product range includes Milk (UHT & Pasteurized), Juice, Yogurt, Ice Cream, Soft Ice Cream,
Chocolate, Mayonnaise & Salad Dressing, Cheese, and custom products as per client request.

Diamond’s high standards of quality control and food safety have positioned us as a leading
dairy and frozen food supplier, including to international franchises within Indonesia such as
Dairy Queen, Wendy’s, KFC, McDonald’s and more. Our R&D, manufacturing capacity, and track
record also lend themselves to toll manufacturing.

Today, Diamond products are available in modern and traditional channels all over Indonesia.
Supported by the nation’s most extensive storage distribution chain, our products are present
on the tables of five-star hotels, bakeries, hypermarts, cafes, wholesalers, retailers, and
traditional markets.

The strength of this company can be seen from how the products have been sold all over the
country, in every market, they even exported it to other country. They have their own name for
the yogurt, it is called Biokul. Biokul is a delicious yogurt flavored with the taste of selected
fruits imported directly from Europe. Biokul contains the probiotic cultures Lactocbacillus
Acidophilusand Bifidobacteria,which works to increases antibodies and aiddigestion. Not only is
it delicious,it is also healthy for you and your family. For the milk, Diamond Milk made from
high quality milk that is rich in the proteins, carbohydrates, vitamins, and minerals vital to good
health. It is an excellent supplement for both children and adults. And for the juice, Diamond
brings to you all the freshness and the benefits of fresh fruit in one ready-to-drink package.
Suitable for direct consumption as well as mixing, our juice products complement the entire
family’s lifestyle. So, all of the dairy products are made from a high quality ingredients.

However, the company still have weaknesses, like they rarely make an event for their customer