The Indonesian Journal of

Business Administration Manuscript Length: 1-5 Page

Online Journal – Master of Business Administration
School of Business and Management – ITB Format paper: PDF
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ANALYSIS ON THE POTENTIAL OF KERTA SEMAYA SAMINAYA TO ENTER THE

GERMAN MARKET

Ida Bagus Dwija Bhaskara and Mustika Sufiati Purwanegara

School of Business and Management
Institut Teknologi Bandung
Email: bagus.dwija@sbm-itb.ac.id

Abstract. Kerta Semaya Saminaya (KSS) is a sustainable Indonesian cocoa bean supplier. They
produce organic fine or flavor cocoa beans that allows their product to become a premium. The
problem however is that they are lacking buyers and wishes to expand their sales by exporting to a
German buyer. This brings forth the question of if it is possible for KSS to enter Germany. To analyze
and research this both qualitative and quantitative research methodology is used in this research to
gain information and identify alternatives for improvement of actions. The primary data gathered is
from interviewing German buyers, Indonesian supplier, survey German market segment and spreading
questionnaires. For analysis technique, descriptive analysis is performed. To penetrate the German
market, the only available option is to go through the niche market. To even sell to the German market
a variety of requirements are needed ranging from basic to the niche requirements. One important
requirement in Germany is sustainability which is also the aim of KSS. KSS has the capability to sell
and compete in the German market however they still require certain certifications and conformity to
be able to enter the market which could be overcome by selling through a wholesaler.

Keywords: Cocoa bean, german market, niche cocoa market, kerta semaya saminaya, sustainable,
fine or flavor cocoa beans

INTRODUCTION
The introduction section should (1) present the scope and objective of the paper and state the problem,
(2) briefly review the pertinent literature, (3) describe the methods, and (5) provide an overview of the
main results of the work.

LITERATURE REVIEW
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METHODOLOGY
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FINDINGS AND ARGUMENT

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CONCLUSIONS
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exceptions to, or problems with these principles and generalisations, (3) theoretical and/or practical
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REFERENCES
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Rubera, G. & Kirca, A. H. (2012). Firm innovativeness and its performance outcomes: a meta-analysis
review and theoretical integration. Journal of Marketing, 76(3), 130-147.