Strategic Fit Value Proposition Produk Baru "Pasta Gluten-Free" Mugo Indonesia

Abstract

CV Nawasena Pangan Kreatif berencana meluncurkan produk pasta glutenfree yang didasarkan pada tren diet bebas gluten yang semakin populer. Penelitian ini bertujuan untuk mengidentifikasi market size dan menganalisis kesesuaian antara customer segment dengan value proposition untuk merumuskan strategic fit produk baru pasta gluten-free Mugo. Penelitian berlangsung dari bulan Mei hingga Juli 2024. Metode pengumpulan data dilakukan secara kualitatif dengan menggunakan Total Addressable Market, Serviceable Available Market, Serviceable Obtainable Market (TAM SAM SOM), empathy map, dan value proposition canvas. Data dikumpulkan melalui in-depth interview dengan total responden internal dan eksternal sebanyak tiga belas orang. Hasil penelitian menunjukkan ukuran market size potensial sebanyak 3.490 individu. Strategic fit yang diperoleh melalui prioritas tertinggi pelanggan potensial memunculkan sejumlah poin perbaikan dan pembaruan value proposition. Poin-poin perbaikan mencakup pengembangan formulasi produk, kredibilitas produk, dan diversifikasi produk. Adapun poin pembaruan yaitu kolaborasi konten dengan influencer. Hasil analisis ini diharapkan dapat menjadi referensi bagi perusahaan dalam pengembangan produk pasta gluten-free Mugo.

CV Nawasena Pangan Kreatif plans to launch a gluten-free pasta product based on the increasingly popular gluten-free diet trend. This research aims to identify the market size and analyze the fit between customer segments and value propositions to formulate the strategic fit of the new Mugo gluten-free pasta product. This research took place from May to July 2024. The data collection method was qualitative using Total Addressable Market, Serviceable Available Market, Serviceable Obtainable Market (TAM SAM SOM), empathy map, and value proposition canvas. Data were collected through in-depth interviews with a total of thirteen internal and external respondents. The results showed a potential market size of 3.490 individuals. The strategic fit obtained through the highest priority of potential customers resulted in a number of improvement points and value proposition updates. The improvement points included product formulation development, product credibility, and product diversification. The renewal point was content collaboration with influencers. The results of this analysis were expected to be a reference for companies in developing Mugo gluten-free pasta products.