Judul: Brand Engineering for Ferment Nation ID’s Hakko Kombucha Based on Portfolio Analysis of Boston Consulting Group Matrix
Abstrak: Brand has been a salient discipline to prevail a product/service in the growing industries, predominantly the one having greater share in market. This work identified the portfolio of a start-up business company – Ferment Nation ID, operating in West Java and Jakarta. Portfolio analysis was conducted using BCG Matrix and revealed that the company was lack of investment utilization. Thus, a simulation was conducted for the next period to identify its business units’ potency based on data obtained through interview. “Hakko” kombucha was identified as “Star”, while kefir mask and ice were “Question marks”. Branding strategy was developed for FNID’s kombucha using Customer Experience Management Framework. Questionnaires were spread to confirm the attributes and motives affecting consumer acceptance, which were foods promoting better digestion (43%) and immune system (43%) without preservatives (38%) and could help maintaining health (67%). This study identified the retail brand aspect and social environment in experiential world analysis. Company performed well for brand-related attributes (37% very well) and had relatively good company-customer relation (37% very well), concluding that the company has to focus more on customer-customer relation. The experiential world should be established on offline (salesperson, booth design, channel, activity) and online (social media and blog) platform.
Keyword: Brand experience, unit bisnis, analisis portofolio, strategi pemasaran

Judul: Pengembangan Model Bisnis Hakko Kombucha.
Abstrak: Hakko Kombucha merupakan produk minuman teh fermentasi fungsional ready to drink (RTD) yang diproduksi oleh Fermenation. Fermenation sebagai start up bisnis memiliki visi untuk memperkenalkan gaya hidup sehat melalui produk fermentasi. Tujuan dari penelitian ini adalah untuk mengetahui target pasar dari Hakko Kombucha dan menyusun strategi pemasaran untuk Hakko Kombucha. Bisnis Start-up saat ini harus menghadapi persaingan pasar yang kompetitif, hal ini membuat perusahaan perlu mengidentifikasi portofolio yang telah ada agar dapat bersaing dalam pasar. Metode yang digunakan adalah Business Model Canvas (BMC) untuk memetakan model bisnis yang telah dijalankan oleh Fermenation. Penelitian dilakukan melalui wawancara dengan pendiri Fermenation, kompetitor, partner, dan pelanggan. Berdasarkan analisis dari BMC saat ini dan wawancara, dihasilkan alternatif perbaikan. Saran perbaikan yang diberikan adalah untuk meningkatkan hubungan konsumen melalui media sosial, mengeluarkan varian rasa minuman, dan melakukan scale up untuk menurunkan harga produksi. Alternatif perbaikan digambarkan dalam BMC 2.
Keyword: Business Model Canvas, start-up, Kombucha, pengembangan bisnis

Judul: Posisi Filogenetik Kura-Kura Carettochelys Insculpta  (Reptillia: Testudinata)
Abstrak: Carettochelys insculpta is an endemic freshwater turtle of southern Papua and northern Australia. Phylogenetic position of this turtle is remain unresolved until now. Most of the research conducted show close relationships of C. insculpta and members of Trionychidae family. However, some of the research show distance between C. insculpta and members of Trionychidae family. This research is conducted to analyze phylogenetic relationship between C. insculpta and other members of Testudinata using 12S rRNA, 16S rRNA, and both gene as markers. DNA samples were obtained from three different organisms of C. insculpta. Two species used as outgroups were Alligator mississippiensis and Iguana iguana. Phylogenetic analysis was carried out using Neighbor-Joining method with Felsenstein 1981 (F81) modeltest. A polytomy tree of Testudinata was produced by using 12S rRNA gene. However, analysis using 16S rRNA and both genes as markers confirmed that C. insculpta was located between the Chelonidae and the Trionychidae family.
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