PROPOSED BUSINESS STRATEGY FOR EXPANSION OF AQUA INPUTS (PROBIOTICS) AND SUPPLEMENTS FOR SHRIMP IN INDIA FINAL PROJECT by: PRADIPTA DIWANGKARA 29320469 Master of Business Administration Program School of Business and Management Institut Teknologi Bandung January 2024 2 PROPOSED BUSINESS STRATEGY FOR EXPANSION OF AQUA INPUTS (PROBIOTICS) AND SUPPLEMENTS FOR SHRIMP IN INDIA PRADIPTA DIWANGKARA NIM: 29320469 Date of Passing of Final Test ( / /2023) Date of Graduation Ceremony ( / /2023) Master Programme, Bandung Institute of Technology, 2023 Final Project Counsellor: Dr. Ir. Subiakto Soekarno MBA, CFP, CWM ABSTRACT PT Bahari Pratama is a poultry, food and aquaculture company that has main focus in several areas, for example feed business for farm animals, pet food, food business such as domestic frozen food and export and also probiotics and supplements for animal farming. Looking at the high market opportunities that the world may serve the company, the company started our business focusing on processed shrimp products, aquaculture products, feeds, as well as probiotics, producing high quality and innovative products for both domestic and international markets. The company have also supported the local farmers by providing the best quality feeds and other supporting products for better results. Time by time, we expanded our business, starting from stepping into the Asian, Australian, European to penetrating into US markets. Numerous product safety certificates and awards, both from our homeland, Indonesia, and from other continents such as US and Europe, have been received within over the years. PT Bahari Pratama will expand one of the line business streams as the supplements and aquatic healthcare provider for shrimp farmers, we believe that expanding to India is one of the best solutions to increase the company’s revenue. To understand the situation, conducting external, internal, assessment on financial ratios and creating projected financial plan, we can summarise the potential strategy to enter new market by using SWOT matrix analysis. By the end of the research, we hope that the research could have some benefits for several stakeholders, such as PT Bahari Pratama to contribute more margin to the consolidated of financial 3 statement, all shrimp farmers who is facing the diseases issue, we give more option to them for the development and cost management in the production of shrimps. In summary, the research will help other decision maker to build strategy by considering the decision and the financial impact through the financial model. Keywords: aqua culture, probiotics, aquatic healthcare, external analysis, internal analysis, financial ratios, investment analysis, SWOT Matrix analysis 4 PENERAPAN STRATEGI BISNIS PERLUASAN INPUT AQUA (PROBIOTIK) DAN SUPLEMEN UDANG DI INDIA PRADIPTA DIWANGKARA NIM: 29320469 Tanggal Kelulusan Sidang (03/01/2024) Tanggal Wisuda (xx/xx/2023) Program Magister, Institut Teknologi Bandung, 2023 Pembimbing Tugas Akhir: Dr. Ir. Subiakto Soekarno MBA, CFP, CWM ABSTRAK PT BAHARI PRATAMA merupakan perusahaan poultry, pakan dan perikanan yang mempunyai fokus utama di beberapa bidang, misalnya bisnis pakan untuk hewan ternak, pakan hewan, bisnis makanan seperti makanan beku dalam negeri dan ekspor serta probiotik dan suplemen untuk hewan ternak. Melihat tingginya peluang pasar yang dapat dilayani oleh dunia, perusahaan memulai bisnis kami dengan fokus pada olahan udang. produk, produk budidaya perikanan, pakan, serta probiotik, menghasilkan produk berkualitas tinggi dan inovatif baik untuk pasar domestik maupun internasional. Perusahaan juga mendukung peternak lokal dengan menyediakan pakan berkualitas terbaik dan produk budidaya untuk hasil yang lebih baik. Seiring berjalannya waktu, kami mengembangkan bisnis kami, mulai dari memasuki pasar Asia, Australia, Eropa hingga merambah pasar Amerika. Berbagai sertifikat dan penghargaan keamanan produk, baik dari tanah air kita, Indonesia, maupun dari benua lain seperti Amerika dan Eropa, telah diterima selama bertahun- tahun. PT Bahari Pratama akan memperluas salah satu lini bisnisnya sebagai suplemen dan penyedia layanan kesehatan perairan bagi para petambak udang, kami percaya bahwa ekspansi ke India adalah salah satu solusi terbaik untuk meningkatkan pendapatan perusahaan. Untuk memahami situasi, melakukan penilaian eksternal, internal, terhadap rasio keuangan dan membuat proyeksi rencana keuangan, kita dapat merangkum strategi potensial untuk memasuki pasar baru dengan menggunakan analisis matriks SWOT. Pada akhir penelitian, kami berharap penelitian ini dapat memberikan manfaat bagi beberapa pemangku kepentingan, seperti PT Bahari Pratama untuk memberikan kontribusi margin yang 5 lebih besar pada laporan keuangan konsolidasi, seluruh petambak udang yang menghadapi masalah penyakit, kami memberikan lebih banyak pilihan kepada mereka untuk pengembangan dan manajemen biaya dalam produksi udang. Singkatnya, penelitian ini akan membantu pengambil keputusan lainnya untuk membangun strategi dengan mempertimbangkan keputusan dan dampak keuangan melalui model keuangan. Kata kunci: budidaya perairan, probiotik, kesehatan perairan, analisis eksternal, analisis internal, rasio keuangan, analisis investasi, analisis Matriks SWOT 6 CONFIDENTIALITY STATEMENT This final project has been prepared for the purpose of final project to fulfil the requirement to obtain a Master of Business Administration degree from Institut Teknologi Bandung (ITB). To fulfil the confidentiality requirement of the entity which this study was conducted on, some adjustment has been made, as per following: 1. The company name and any related attributes that might indicate the company have been camouflaged or adjusted, 2. All the data and figures presented in this document have been adjusted with undisclosed arbitrary factor. Jakarta, 29 November 2023 Pradipta Diwangkara 7 DECLARATION OF NON -PLAGIARISM Plagiarism is considered as the act of dishonesty and a breach of academic ethics in which strongly against the School’s policy and regulation. I declare that materials presented in this Final Project are my own work and do not involve plagiarism. Should I do plagiarism in this Final Project, hereby I am willing to accept any consequences determined by the School. Date: 29 November 2023 Name: Pradipta Diwangkara Student ID: 29320469 Plagiarism is: Plagiarism is presenting someone else’s work or ideas as your own, with or without their consent, by incorporating it into your work without full acknowledgement. All published and unpublished material, whether in manuscript, printed or electronic form, is covered under this definition. Plagiarism may be intentional or reckless, or unintentional. Under the regulations for examinations, intentional or reckless plagiarism is a disciplinary offence. (Oxford, 2019) 8 VALIDATION PAGE PROPOSED BUSINESS STRATEGY FOR EXPANSION OF AQUA INPUTS (PROBIOTICS) AND SUPPLEMENTS FOR SHRIMP IN INDIA By: PRADIPTA DIWANGKARA NIM : 29320469 Master of Business Administration Program Strategic Marketing Institut Teknologi Bandung Approved, Bandung, November 29 th 2023 Final Project Advisor ______________________________________________ Dr. Ir. Subiakto Soekarno MBA, CFP, CWM NIP: 115110003 9 FOREWORD All praised to Allah SWT for the blessing so author can finish the executive MBA program from SBM ITB. It was a long journey since 2021 to 2023, where I found some challenge in my career until now the final project while continuing my career. I would like to express my gratitude to those who always give author support in every situation, especially: 1. My mother and father, who always support me to have master degree and to finish what I started. They always support me to have a stronger will in any situation. 2. Dr. Ir. Subiakto Soekarno MBA, CFP, CWM as my final project supervisor. Thank you for your direct and straight forward advice during the time in finishing this project. 3. All lecturers for sharing their knowledge, time and wisdom during the class. 4. Dito, Dinda and HERJUNO, my brother and sister who always support me in hard time to finish this project.