Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

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Mitigation on Product Launch Failure: Case Study: Brand X Nutmeg Juice Product

Authors
Adityo Wicaksono, Firman Tri Ajie, Tommy Hendrix
Corresponding Author
Adityo Wicaksono
Available Online August 2016.
DOI
10.2991/gcbme-16.2016.146How to use a DOI?
Keywords
Mitigation, Risk, Product Launch, Failure, Business.
Abstract

Brand X Nutmeg Juice is one of unique product that has been produced by home industry in Bogor area. This product was started for local and very small market size. Now, this product is going to be rebranded, repackaged and launched to the market during technology business incubation stage at Center for Innovation. Mitigation steps are needed to minimize the risk of failure in the product launch. This product launch is very important, because it will determine the survival of the company. This study is using mix method, a combination between quantitative and qualitative method. Data has been analyzed using techno economic calculation, SWOT and 5 force analysis. In-depth interviews have been engaged to the business owner and incubator managers, secondary data was collected to see the external factors in order to conduct analysis and determine actions. As a result the business is feasible and there are 4 actions that need to be taken, which are : incubator should give a financial assistance for machineries and initial production cost, business owner should diversify the product (premium and regular), implement low cost leadership strategy, find a specific large buyer and involve community of buyers.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
Series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
10.2991/gcbme-16.2016.146How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Adityo Wicaksono
AU  - Firman Tri Ajie
AU  - Tommy Hendrix
PY  - 2016/08
DA  - 2016/08
TI  - Mitigation on Product Launch Failure: Case Study: Brand X Nutmeg Juice Product
BT  - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship
PB  - Atlantis Press
SP  - 783
EP  - 788
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.146
DO  - 10.2991/gcbme-16.2016.146
ID  - Wicaksono2016/08
ER  -