Failure is an integral aspect of business development, as emphasized by Yasalini Kusuma Dewi, the owner of Pawon Pandawa Lima, a premium packaged rice and tumpeng-focused food and beverage business. Yasalina shared her entrepreneurial journey during a guest lecture on Marketing Management in the MBA class at the SBM ITB on Monday (27/11).
While serving as a civil servant at the Ministry of Industry of the Republic of Indonesia, Yasalini recognized an opportunity to cater lunches for office meetings through personal observation. She strategically formulated product types and prices by leveraging her understanding of government budgets.
The material presented by Yasalini underscored the pivotal role of marketing strategy in business planning. Integrating Marketing’s 4Ps (product, price, promotion, and place) with supporting factors such as partnerships, ethical marketing practices, and diversified income sources became the cornerstone of Pawon Pandawa Lima’s success. After conducting market research, Yasalini chose Indonesian cuisine as the ideal product for her food business.
“People in Indonesia never get tired of Indonesian food,” she stressed.
Facing a saturated market, Pawon Pandwa Lima differentiates itself by offering additional services. Beyond tumpeng and lunch boxes, the business provides catering services, necessitating employees with essential skills in serving food directly to consumers, handling complaints, and effective communication.
Given the perishable nature of the product, swift delivery is imperative. The strategic location of Pawon Pandawa Lima in South Jakarta, close to key customers in government offices in Central Jakarta, significantly contributes to its business development.
Pawon Pandawa Lima relies on online advertising and social media as primary mediums for promotional activities. Upholding marketing ethics, such as consistently using original photos, forms the foundation of their brand awareness strategy.
In conclusion, Yasalini highlighted the importance of diversifying income sources for the participants.
“Market trends change, and so do preferences,” she explained.
While specialization in a product or service enhances a business’s reputation, Yasalini underscores the importance of offering various products and services to adapt to market changes.
