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: Approximation of the Median of Poisson Distribution Using the Relation of Poisson-Gamma Distribution
Abstrak: A major drawback of median is that median cannot usually be defined in closed form, even in the cases where their distribution functions are known. This study gives an approximation of the closed form for the median of the Poisson distribution by using the relation of Poisson-Gamma distribution. The approximation uses elementary techniques based on the monotonicity of certain sequences involving tail probabilities of the Poisson distribution and the Central Limit Theorem. Furthermore, a closed form expression for the mean absolute deviation 􀜧|􀜰􀰒 􀵆 􀜯􀝁􀝀􁈺􀜰􀰒􁈻| is also studied. The median is relevant because of the fact that it minimizes the mean absolute deviation of a Poisson random variable (􀜰􀰒􁈻 by considering median as central tendency.
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