Strategi Industri FMCG

Summary: FMCG Industry Strategy

The lecture assigns students a field study of Indomaret’s private-label products to understand how a retailer can sell goods under its own brand while relying on external manufacturers.

Assignment and research process

1. Visit an Indomaret store and identify at least 15 different products carrying the Indomaret brand. Products may be food or non-food; examples mentioned include popcorn and instant noodles.
2. Record the manufacturer of each product, usually listed on the packaging.
3. Research each manufacturer’s profile and history using sources such as its website, Instagram, Google, or AI-assisted research.
4. Explain how the manufacturer came to produce goods under the Indomaret brand, including likely motivations or business arrangements.
5. Group products that share a manufacturer. For example, 15 products might be supplied by 10 companies.
6. Present the findings in a short paper and prepare a brief summary for a learning diary.

Business takeaways

• Private-label model: A retailer can build its own brand without necessarily manufacturing the products itself. Different external suppliers may produce different items.
• Supplier network: The product range may depend on relationships with multiple manufacturers, making supplier identification central to analyzing the model.
• Research playbook: Inspect products and labels → identify manufacturers → investigate company histories and capabilities → assess why they produce for the retailer’s brand.
• Evidence-based recommendations: Support claims about manufacturers and their histories with evidence from packaging and company sources.

Metrics and deadlines

• Required sample: At least 15 products per student.
• The subtitles say the paper and learning diary are due “today,” but the exact paper deadline time is unclear.
• No revenue, margin, sales, or other operating KPIs are provided.

Presenter/source: Lecturer unnamed in the subtitles; video from the Hafidh Rifky Adiyatna channel.