Understanding the Business Model of Sorbitol Manufacture as a Substitution Material of Sugar Cane: A Case Study in Indonesia
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 7
Abstract
The present research explores the sorbitol manufacturing from the business model point of view. Sorbitol or as known as sugar alcohol is one kind of sweetener which has the one-third fewer calories and half sweetness of sucrose. In industrial world, sorbitol was used for intermediate material and additive substances, but modern society consume sorbitol as a substitution of sugar cane for dietary and reducing diabetes risk. In Indonesia, awareness about healthy lifestyles began to grow, so it is possible to expand sorbitol market as a promising sugar substitute.A business model canvas (BMC) and several marketing models such as segmentation, targeting, positioning (STP), product, price, place, and promotion (4P) are used as the analysis tool. The X company was selected as a case study. The result in this study can be used as the depiction of sorbitol business, especially for entrepreneurs, related companies, and governments. Supporting the development of sorbitol product will help the sustainability of this business and reducing the risk of diabetes.
Authors and Affiliations
Brian Damara, Satria Fadil Persada
Keywords
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- EP ID EP412187
- DOI 10.9790/487X-2007057679.
- Views 136
- Downloads 0
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