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Policy Discussion SeriesFrom Microenterprise to Market Leadership: A Case Study of Fruit Crisp Industry in East Java, Indonesia.
Augendra Bhukuth
Ieseg School of Management
Paris -La Defense, France
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Qausya Faviandhani
Narotama University
Surabaya, Indonesia
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Ani Wulandari
Narotama University
Surabaya, Indonesia
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Abstract
This paper presents a case study of a fruit crisp industry in East Java, Indonesia. A successful journey of an entrepreneur who has started his business from a micro level to become a market leader in the industry is analyzed. The entrepreneur has implemented different strategies to become a leader. The entrepreneur started by controlling the fruit supply and prices in the fruit market, he implemented a strategy of product differentiation. He produces dry food machines, subcontracts fruit crisps, and is involved in packing and fruit crisp distribution.
Keywords: MSEs, fruit crisp industry, market leadership, product differentiation, Indonesia
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