Formulation of strategies for developing local chocolate product Socolatte in Pidie Jaya

Abstract

Abstract The best strategy is intensively required for small industries in Indonesia nowadays, especially in Aceh. Rimbun Corp, as the oldest chocolate company in Aceh, still has many problems with expanding the production of Socolatte (local chocolate bar brand). The product has become unfamiliar for the tourists in Aceh recently. Moreover, this product has a short shelf life and lower quality if being stocked in an extended period. As a result, this chocolate cannot be sent further from the store, and it is more challenging for the customer to buy the product. The purposes of the research are to identify the main problems and to choose the best strategy using Business Model Canvas (BMC) as a method to collect the current data and to determine the specific problem in the whole production process. The research finds that there are no action in the company to maintain customer relationship, and the main key activities should be priorities for finding a solution. After testing through the Analytical Hierarchy Process (AHP), the crucial criteria for expanding the small industry is the raw material (0,4453). Moreover, the industry should adopt new technology (0,3632) for creating an advanced chocolate product from bean to bar so the company can sell them globally and profitably.