56 Chapter V Conclusion and Recommendation In this chapter serves as the concluding section of this study, summarizing key findings, providing recommendations, and outlining the research scope and limitations. This chapter begins with the conclusion, which presents a summary of the research findings based on the research questions. It highlights the selection criteria for an optimal durian sales location, evaluates alternative locations, and determines the most suitable choice for Sambeng Farm. Profitability and decision- making are also covered in relation to forward integration. After selecting a sales location and developing a forward integration plan, Sambeng Farm can get strategic counsel in the suggestion area. Included are actionable methods to enhance company performance and streamline the sales process. V.1 Conclusion Using the SMART framework, this research set out to find the best place to sell durians from Sambeng Farm and examine how forward integration affected their bottom line and future expansion prospects. Five fundamental questions used to direct the study: 1) Criteria for Finding a New Sales Location Findings from the study's qualitative and quantitative analyses revealed important factors to consider when choosing a site for durian sales. Profit, Brand, Market Reach, Accessibility, and Growth Potential were considered benefit criteria, whereas Investment, Operational Cost, Competition, and Distribution Cost were considered cost considerations. Based on its significance to the company's performance, each component was given due consideration and analysis. 2) Alternative Optimal Durian Sales Location Three potential sites were considered—Pemalang, Jakarta, and Semarang—according to the evaluation criteria. It was crucial to compare each potential site for Sambeng Farm in great detail since each one had its own set of benefits and drawbacks. Jakarta was determined to be the best place for Sambeng Farm to sell durians by the SMART method study. Jakarta came out on top because of its huge market, great 57 brand exposure, promising future, and ease of access. It is the best strategic option despite having more competitors and more expenses since the potential profits are greater. 3) Impact of Forward Integration on Profitability and Sales Location Decisions Two business strategies were evaluated in the profitability analysis: selling via intermediaries and creating a direct sales outlet to achieve forward integration. Compared to using intermediaries, the data showed that selling durians directly through a seasonal store in Jakarta provides much larger earnings. Sambeng Farm can boost profits, maintain price control, and establish brand equity by avoiding middlemen, which will allow them to stay in business for the long haul. 4) Implementation Plan for Selling Durians at the Designated Location From the present stage of preparation to the first harvest and subsequent sales execution, a 4-year implementation plan was created, outlining step-by-step actions. In order to make sure Sambeng Farm makes a smooth transition into a fully functional direct-selling model, this strategy will help them minimize risks and make the most of possibilities. V.2 Recommendation The following are recommendations for Sambeng Farm. 1. Proceed with Jakarta as the Primary Sales Location. Jakarta offers the best potential for revenue growth, brand development, and market expansion. Despite higher operational costs, the profit margins justify the investment. 2. Adopt Forward integration to Maximize Profitability By selling directly to consumers through a seasonal store, Sambeng Farm can significantly increase revenue compared to relying on middlemen. This approach also enhances brand recognition and customer loyalty. 3. Gradual Scaling Strategy for Expansion 58 While Jakarta is the priority, Semarang and Pemalang should remain in consideration as secondary locations. Once Jakarta operations are stable and profitable, and when Sambeng Farm has an abundant harvest, expansion into these cities can be pursued. Alternatively, Sambeng Farm can open a seasonal store in other areas of Jakarta. 4. Optimize Supply Chain and Distribution Logistics To reduce costs, smaller transportation alternatives should be explored for initial shipments to Jakarta, ensuring efficient inventory management without excess capacity wastage. Or, when the harvest yield increases, Sambeng Farm needs to explore larger-capacity transportation options. All of these options should be compared. 5. Financial Planning and Risk Mitigation Given the high investment and operational costs, a financial reserve should be allocated for unexpected expenses. It is recommended to maintain an emergency fund covering at least 20% of projected costs to ensure business continuity. 6. Marketing and Brand Development Strategies To establish Sambeng Farm as a premium durian brand, a strong marketing campaign should be implemented, focusing on online promotions, collaborations with influencers, and direct customer engagement. 7. Implementation Plan Execution with Periodic Review The 4-year implementation plan should be strictly followed, with quarterly evaluations to assess progress, make necessary adjustments, and ensure alignment with business goals. By following these recommendations, Sambeng Farm can successfully transition into a profitable and sustainable durian business while ensuring long-term growth and market leadership..