Implementation of Change
Management Through the Adkar Method in the Development of Export Marketing at
PT Agritek Desa Indonesia
Muhamad Adjie Darmawansyah1,
Yunizar2
University Padjadjaran Jatinangor
Email: [email protected]1,
[email protected]2
|
Abstract |
|
Change management is a structured effort to
increase the flexibility and adaptability of an organization when facing
continuous changes. The Micro, Small and Medium Enterprises (MSME) sector has
a vital role in the Indonesian economy in the era of globalization to be able
to make changes in the export context. This research aims to solve the
problem of developing an export marketing strategy at PT Agritek
Desa Indonesia for its product, namely ChipsyChips,
to increase production through marketing by implementing the ADKAR method.
The research results show that PT Agritek Desa
Indonesia is able to make changes to its export marketing development
activities through the ADKAR method, which consists of awareness of marketing
products on global marketplace platforms and creating content on social
media, the desire to have an effective marketing strategy, namely
implementing the STP method, getting knowledge regarding the features on the
Alibaba platform,�� being able to
utilize the Alibaba platform to market products, and increasing reinforcement
in marketing activities through content containing positive reviews from
buyers of ChipsyChips products. Keywords:
Change
Management, ADKAR Method, Export Marketing Development, PT Agritek Desa Indonesia. |
In the era of
rapid globalization, adaptation to change is the main key to the survival and
growth of various economic sectors (Hidayat et al., 2023). Sectors with
high significance to the effects of this change include Micro, Small and Medium
Enterprises (MSMEs), which play a fundamental and broad role in the Indonesian
economy (Herman & Nohong, 2022). Although the era
of globalization opens up new opportunities, there are significant challenges
faced by MSMEs, especially in the context of exports (Budiarto et al., 2018).
According to the
Central Statistics Agency (2023), cumulatively, it shows that Indonesia's
export value for the January-August 2023 period decreased by 11.85 per cent
compared to the same period in 2022. However, it still touched US $ 171.52
billion. Meanwhile, cumulative exports of the non-oil and gas sector were at US
$ 161.13, down 12.27 per cent compared to the previous year.
Table 1. 1 Indonesia's Export Value in the period
January � August 2023
(Source:
Central Bureau of Statistics, 2023)
From data
presented by the Central Statistics Agency (2023), there is a decrease in the
value of exports in Indonesia in the January-August 2023 period compared to the
same period in 2022. One of the factors, according to the Indonesian Minister
of Finance Sri Mulyani, is the lack of export
activity in the MSME sector (Micro,�
Small and Medium Enterprises) as reported by CNBC Indonesia, there are
around five causes of Micro, Small and Medium Enterprises (MSMEs) in Indonesia
allegedly having difficulty in exporting, among others (Azmiyah & Astutik, 2021):
1) MSME
actors' understanding of legality, taxpayer identification number (NPWP), the
importance of business identification number, intellectual property rights
(IPR) and export-import procedure permits still needs to be improved (Azzahra, 2023).
2) It
is difficult to access small business financing procedures through banks or
national financial institutions due to low capital and collateral. High
interest rates are also the cause of the difficulty in developing national
MSMEs (Wardhani & Pramono, 2016).
3) Lack
of assistance for MSMEs, which is actually very necessary in improving product
management and competitiveness for every business entity (Sugiarti et al., 2020).
4) The
lack of standardization of production results makes it difficult for Indonesian
MSMEs to penetrate the global market.
5) Suboptimal
marketing due to limited information for MSMEs about market opportunities, so
their products have difficulty penetrating the global market (Sedyastuti, 2018).
PT Agritek Desa Indonesia is a distributor of ChipsyChips products that have production sites, namely the
main ones in Wonosobo (Central Java), Depok (West
Java), and Toba (North Sumatra) in partnership with Farmer Groups. ChipsyChips products focus on producing tropical fruit
vegetable chips in 2022 with quality ingredients from fruit only and natural
and gluten-free snacks. They are committed to presenting hygienic products with
production facilities according to international standards supported by HACCP (Hazard Analysis and Critical Control Points)
and ISO (International Organization for
Standardization) 22000: 2018 certifications.
Figure
1. 1 Product ChipsyChips Fruit Chips
(Source:
ChipsyChips Company Profile of PT Agritek
Desa Indonesia, 2022)
Before the name of
the ChipsyChips product was set, this fruit chip
product was initially a snack food from the Malang (East Java) area from the
previous distributor's production. Then, along with sales, this fruit chip
product was supported by an investor. Hence, ChipsyChips
products emerged consisting of the word "Chipsy", which means Russian
means chips and "Chips",
which comes from English through PT Agritek Desa
Indonesia.
Figure
1. 2 ChipsyChips Logo
(Source:
ChipsyChips Company Profile of PT Agritek
Desa Indonesia, 2022)
PT Agritek Desa Indonesia has a director, Richardo Petricius Utoyo, who consists of
three directors: the operational director, the marketing director and the
financial director. For marketing activities at PT Agritek
Desa Indonesia, led by the marketing director, then there is a division under
the marketing director, namely the sales division and content creators.
Figure
1. 3 Organization Chart of PT Agritek Desa Indonesia
(Source:
ChipsyChips Company Profile of PT Agritek
Desa Indonesia, 2022)
In its marketing
activities, PT Agritek Desa Indonesia for ChipsyChips products has value as a product that produces
tropical fruit vegetable chips through marketing activities to expand its
market share, namely B2B (business to
business) such as snack food stores in the Central Java area and B2C (business to consumer) through social
media such as Instagram and Facebook. Then, PT Agritek
Desa Indonesia for ChipsyChips products also markets
its products through digital marketplaces
such as Tokopedia and Shopee to make it easier for potential customers to
order directly online.
For the scope of
international marketing, PT Agritek Desa Indonesia
carries out its marketing activities through the TEI (Trade Expo Indonesia)
exhibition, the largest trade exhibition in Indonesia that focuses on B2B (business to business) trade activities
for export-oriented products and services, and BRILIANPRENEUR from Bank Rakyat
Indonesia (BRI), an export-oriented MSME exhibition in 2022. From the
exhibition activities, Chipsychips got the
opportunity to export its products internationally, namely to the United
States, Canada, and Saudi Arabia.
Figure
1. 4 ChipsyChips TEI (Trade Expo Indonesia)
Exhibition 2022
(Source:
Profi ChipsyChips Company
PT Agritek Desa Indonesia, 2022)
In 2022, PT Agritek Desa Indonesia, through its product, ChipsyChips, produced 4,500 kg for Indonesia (Medan, Wonosobo, and Depok), 1,344 kg was exported to the United
States, 350 kg was exported to Canada, and 420 kg was exported to Saudi Arabia.
Table 1. 2 Production and
sales of ChipsyChips
|
Sales
Data |
Year
2022 (Net Weight /kg) |
|
PT
Agritek Desa Indonesia ChipsyChips
(Medan,
Wonosobo, and Depok) |
4500
kg |
|
PT
Agritek Desa Indonesia ChipsyChips
(United States) |
1344
kg |
|
PT
Agritek Desa Indonesia ChipsyChips
(Canada) |
350
kg |
|
PT
Agritek Desa Indonesia ChipsyChips
(Saudi
Arabia) |
420
kg |
|
Total |
6614
kg |
(Source:
PT Agritek Desa Indonesia, 2022)
From ChipsyChipChipsyChip
production data that has been exported to the United States, Canada, and Saudi
Arabia, it can be concluded that the maximum production for the largest ChipsyChipChipsyChip product is 1344 kg or 1,344 tons. Here
is the order of the five largest countries from the United States, Canada, and
Saudi Arabia that import products according to the HS Code (Harmonized System) ChipsyChips,
namely 081350, whose description of goods is a mixture of shelled fruit or
dried fruit in 2022:
Table 1. 3 Importing
Countries HS Code 081350 Country United States
|
No |
Exporters |
Quantity
imported in 2022 |
Quantity
unit |
Unit
Value (USD/
unit) |
|
1 |
Mexico |
256 |
Tons |
16,750 |
|
2 |
China |
138 |
Tons |
22,804 |
|
3 |
Ghana |
133 |
Tons |
12,887 |
|
4 |
Egypt |
37 |
Tons |
29,405 |
|
5 |
Canada |
3,281 |
Tons |
7,197 |
(Source:
https://www.trademap.org)
Table 1. 4 Importing
Countries HS Code 081350 Country United States
|
No |
Exporters |
Quantity
imported in 2022 |
Quantity
unit |
Unit
Value (USD/
unit) |
|
1 |
United
States of America |
393 |
Tons |
5,361 |
|
2 |
Turkiye |
62 |
Tons |
11,581 |
|
3 |
South
Africa |
46 |
Tons |
14,326 |
|
4 |
Thailand |
33 |
Tons |
6,455 |
|
5 |
China |
32 |
Tons |
4,969 |
(Source:
https://www.trademap.org)
Table 1. 5 Importing
Countries HS Code 081350 country Saudi Arabia
|
No |
Exporters |
Quantity
imported in 2022 |
Quantity
unit |
Unit
Value (USD/
unit) |
|
1 |
United
States of America |
139 |
Tons |
4,590 |
|
2 |
Thailand |
37 |
Tons |
6,027 |
|
3 |
Syrian
Arab Republic |
37 |
Tons |
4,378 |
|
4 |
United
Arab Emirates |
12 |
Tons |
8,333 |
|
5 |
Greece |
10 |
Tons |
8,500 |
(Source:
https://www.trademap.org)
Of the three data countries
that import products according to the ChipsyChips HS
(Harmonized System) Code, namely 081350, whose description of goods is a
mixture of shelled fruit or dried fruit in 2022 for the United States, the
smallest is Egypt at 37 tons, for Canada the smallest is China at 32 tons. The
smallest Saudi Arabia is Greece, at 10 tons.
�� �For
the description of the production of the three countries that import products
according to the HS Code (Harmonized
System), ChipsyChips, which is 081350, whose
description of goods is a mixture of shelled fruit or dried fruit in 2022 that
the smallest amount of production in Greece is 10 tons. Therefore, to increase
the production of ChipsyChips products, a change is
needed for marketing activities because the largest production of ChipsyChips exported the largest in the United States of
America at 1,344 tons. Hence, it is necessary to increase the amount of
production to match market demand.
However, PT Agritek Desa Indonesia, through its product ChipsyChipsneeds help to export its products through its
marketing activities. This is because the marketing division at PT Agritek Desa Indonesia has not utilized the global marketplace platform and social media
development to penetrate a wider export market and has not recruited workers
who have the potential to market products, especially for the international
scope, so ChipsyChips needs to develop its products
so that they can be marketed in a wider international scope.
� Therefore, ChipsyChips,
through PT Agritek Desa Indonesia, needs to overcome
obstacles in its marketing activities by making changes so that the
international market share it can achieve can be wider. To make a change, a
plan through management is also needed so that the changes implemented can be
structured and programmed properly. One way to implement change management is to change management (Cape et al., 2022).
According to (Irawan, 2018), change
management is the action carried out in a structured way for the application of
knowledge in utilizing the necessary means and resources, with the aim of
affecting change in the individuals who will experience the influence of that
process. The purpose of change, according to (Widayani, 2020), is that an
organization is more flexible and adaptive to deal with various kinds of
changes or developments that occur.
One of the methods
used in effective change management for an organization or company in making
changes is the use of the ADKAR method (Awareness,
Desire, Knowledge, Ability, Reinforcement). The ADKAR method is a
goal-oriented change management method for organizations to be more involved in
the change process (Lase & Sari, 2023). Here are the
obstacles for ChipsyChip products if they want to
make a change by marketing their products through the ADKAR method:
1) Awareness:
They need to be
aware of the importance of a change to digital media to be able to market their
products through The Global Marketplace
and Brand through social media
specifically (Hadi & Zakiah, 2021).
2) Desired:
Need a marketing
method in finding market potential, especially for the international scope.
3) Knowledge:
Need more
knowledge to market products through global
marketplaces such as EworldTrade, Alibaba, and
Go4worldBusiness.
4) Ability:
We still need to
have the ability to increase potential international market share through global marketplaces such as EworldTrade, Alibaba, and Go4worldBusiness.
5) Reinforcement:
It has yet to
display positive reviews from buyers or
international buyers who have bought ChipsyChips
products on social media as a step of marketing.
Therefore, by
changing management with the ADKAR method, the constraints possessed by ChipsyChips in marketing its products can be useful for
making changes to expand its products to a wider international market share.
In the
problem-solving framework in this study, there is a process of work carried
out, here is a narrative from the explanation of the problem-solving framework:
1. ChipsyChips
Export Marketing Constraints
This obstacle was
obtained from an in-depth interview process between researchers and the CEO of
PT Agritek Desa Indonesia on its product, ChipsyChips. Export marketing constraints are poured into
the five elements of ADKAR, consisting of awareness,
desire, knowledge, ability, and reinforcement.
2. Changes
to be achieved for ChipsyChips Export marketing
through ADKAR Method
From the in-depth
interview process that has been conducted previously regarding the constraints
of ChipsyChips export marketing as outlined in the
five ADKAR lenses, a change plan is needed, namely the changes to be achieved
for ChipsyChips export marketing through the ADKAR
method.
3. ChipsyChips
export marketing efforts through the ADKAR method.
After there are
changes to be achieved for ChipsyChips export
marketing through the ADKAR method, a plan is needed to implement the ADKAR
method at PT Agritek Desa Indonesia through its
product, ChipsyChips through a presentation made by
researchers to make changes to PT Agritek Desa
Indonesia, so that it can implement the ADKAR method for the development of its
export marketing from the constraints it has.
4. Change
Process with ADKAR method that has been done for marketing ChipsyChips
Export per week
After the
presentation of the five elements of ADKAR by researchers on the development of
export marketing of PT Agritek Indonesia through its
product ChipsyChips, researchers conducted
observation activities through changes that have been made by PT Agritek Desa Indonesia in the development of export
marketing using the ADKAR method.
5. Conclusions and Suggestions
The conclusions
and suggestions in this study contain conclusions on the changes that have been
achieved by PT Agritek Desa Indonesia regarding
export development carried out through the implementation of the ADKAR method.
Then, in the advice section, there is information advice for PT Agritek Desa Indonesia for its products. ChipsyChips is expected to develop a broader export
marketing strategy.
Figure
3. 1 Troubleshooting Framework
Table 3. 1 Changes to be
achieved by PT Agritek Desa Indonesia in ChipsyChips Product Export marketing activities with the
ADKAR method
|
Aspects |
Constraints |
Changes to be achieved |
|
Awareness |
I
am still waiting to learn about the importance of a change to digital media
to market ChipsyChip products through global marketplaces and branding through social media
specifically. |
Have
awareness to make a change by marketing ChipsyChips
products through global marketplaces and
social media.� |
|
Desire |
Need
a marketing method in finding market potential, especially for the
international scope. |
Have
a marketing method for finding market potential, especially for the
international scope. |
|
Knowledge |
Need
more knowledge to market products, namely through global marketplaces such as Eworldtrade,
Alibaba, and Go4worldBusiness. |
Have
enough knowledge to market products through global marketplaces such as Eworldtrade,
Alibaba, and Go4worldBusiness in the marketing division. |
|
Ability |
They
need the potential of international market share through global marketplaces such as EworldTrade,
Alibaba, and Go4worldBusiness, as well as the use of social media to market
products. |
Have
the ability to market products through global
marketplaces such as EworldTrade, Alibaba, and
Go4worldBusiness and utilize social media owned to market products. |
|
Reinforcement |
It
has yet to display positive reviews and product recommendations from buyers or international buyers who
have purchased ChipsyChips products on social media
as a step of marketing. |
Can
display positive reviews and product recommendations from buyers or international buyers who
have bought ChipsyChips products on social media as
a step of marketing. |
����������� Data
collection is the first thing to be able to obtain information about research,
here are the data needed in conducting research:
Types of Research
����������� This study used a
descriptive qualitative research method. Descriptive qualitative research is a
strategy that describes data systematically, factually, and precisely, with an
effort to uncover deeper information or deeper meaning. This research will be conducted
on the implementation of change management through the ADKAR method related to ChipsyChips export marketing at PT Agritek
Desa Indonesia by conducting interviews. Then, after changes were made by PT Agritek Desa Indonesia related to the export marketing
situation on ChipsyChips, it was explained
descriptively by describing in depth the process of change and the strategy of
implementing the ADKAR method at PT Agritek Desa
Indonesia through its product ChipsyChips.
����������� An
important step in this research is to collect the data needed to achieve the
goals that have been set. In choosing a data collection method, it is important
to consider the information needs as well as the availability of data sources.
Data collection is needed to identify problems and alternatives in implementing
change management through the ADKAR method in the development of Export
marketing at PT Agritek Desa Indonesia. Here are the
data collection techniques used in this study:
Primary
Data
����������� According
to Sugiyono (2018), primary data is a type of data
obtained directly by data collectors from research locations through survey,
observation, and interview methods. In this primary data collection, data was
collected through interviews and observations related to constraints in
marketing activities carried out by PT Agritek Desa
Indonesia through its product, ChipsyChips, to make a
change through change management with the ADKAR method. Then, questions about
the implementation of the ADKAR method for respondents of PT Agritek Desa Indonesia were addressed to the CEO (Chief Executive Officer) and the
marketing division on changes made regarding export marketing activities.
a) Interview
����������� According
to Sugiyono (2018), an interview is a communication
with a specific purpose, namely, the party conducting the interview the role of
the interviewer who asks questions and the interviewee as an informant who
provides answers to questions asked by the interviewer.
����������� In
this study, a semi-structured interview will be conducted. According to Sugiyono (2018), this type of interview is a direct
interview. In-depth interviews:
Semi-structured interviews are conducted by asking questions freely compared to
structured interviews, but still following the interview guidelines that have
been made. This interview activity discusses a brief history of the product,
the organizing system, and especially a problem more openly in ChipsyChips export marketing activities with informants,
namely by the Chief Executive Officer (CEO)
and Marketing Director from PT Agritek Desa Indonesia remotely because the research
location and the location of the researcher's residence have a considerable
distance, namely the cities of Bekasi and Wonosobo so
that interview activities with informants use the Google Meet application.
b) Respondents
����������� According
to Arikunto and Bakri (2022), they explained that
respondents are research subjects or individuals who are asked to provide
responses related to perceptions and facts about a topic. In this study, an
in-depth interview will be conducted regarding the change process through the
ADKAR method for export marketing activities for ChipsyChips
products, namely through respondents to the CEO (Chief Executive Officer) and Marketing
Director PT Agritek Desa Indonesia.
c) Observation
����������� Sugiono
(2018) explained that observation is a data collection technique that has
special characteristics when compared to other methods. Observation is not only
fixed on humans but can also involve other objects. In qualitative research,
observation can be done by being directly involved in the field to observe the behaviour and activities that are the focus of the
research.
����������� Observation
in this study was carried out by the participant observation method; according
to Sugiyono (2018), participant observation refers to
the type of observation where the researcher is directly involved in the daily
activities of the observed subject or the data source used for research.
����������� Observations
in this study were carried out remotely, namely by observing the change
management process through the ADKAR method at PT Agritek
Desa Indonesia through its product ChipsyChips
related to the process of changes that have been achieved in its export
marketing activities.
����������� This
research will be processed from the results of in-depth interviews and
observations on the implementation of change management through the ADKAR
method for export marketing strategies for ChipsyChips
products at PT Agritek Desa Indonesia. This interview
activity will be conducted by researchers with the CEO (Chief Executive Officer) and employees in the marketing division of
PT Agritek Desa Indonesia which is carried out per
week on the process of changes made regarding the obstacles experienced and
changes to be achieved according to the ADKAR method to the export marketing
strategy on ChipsyChips.
Table 3. 2 Exposure process on Export marketing
activities with the ADKAR method of ChipsyChips
products at PT Agritek Desa Indonesia
|
Interview
Time |
ADKAR
Elements |
Marketing
Strategy through the ADKAR Method |
|
First Week |
Awareness |
Awareness to do marketing through global marketplaces and social media |
|
Second Week |
Desire |
Have a structured marketing method
for the international scope |
|
Third Week |
Knowledge |
Know about how to market products
in the global marketplace |
|
Week Four |
Ability |
Having an account in the global marketplace is supported by the
marketing team's ability to do descriptions marketing and create marketing
content for the international scope on their social media. |
|
Week Five |
Reinforcement |
Displaying positive reviews on
social media as a product marketing step |
����������� ChipsyChips
is a trademark of PT Agritek Desa Indonesia, located
in Wonosobo (Central Java) as its centre,
Depok (West Java), and Toba (North Sumatra) in partnership with Farmer Groups.
PT Agritek Desa Indonesia will be engaged in the
production, distribution, and exporting of tropical fruit and vegetable chips
in 2022 with quality ingredients only from the fruit, natural and gluten-free
snacks. It is committed to presenting hygienic products with production
facilities according to international standards supported by HACCP
certification (Hazard Analysis and Critical Control Points) and ISO (International
Organization for Standardization) 22000:2018.
����������� From 2022 to 2023, PT Agritek Desa Indonesia focuses its products, namely ChipsyChips, to have more value related to products
produced first according to international standards so that ChipsyChips
products can enter the market share internationally and produce ChipsyChips products of 45 tons in 2022 to adjust to market
needs. In conducting its business activities, PT Agritek
Desa Indonesia uses a B2B business model (Business to Business) through
several partners for export and B2C targets (Business to Consumer)
through snack food stores for the central production site, namely in Wonosobo, Central Java, namely distributing in Java Island
as well as through Digital Marketplace in Indonesia such as Shopee and
Tokopedia.
����������� For the company's organizational
structure, PT Agritek Indonesia is quite simple
because the core part of the company consists of the CEO (Chief Executive
Officer), Mr Richardo Petricius Utoyo,
the Operational Director, Mr Maulana, the Marketing
Director, namely Mr Lukman Hakim Ahmad, and Finance
Director, i.e. Mrs. Afi Nafisah. The CEO (Chief Executive Officer)
of PT Agritek Indonesia is responsible for direct
communication with importers or buyers and the marketing part. At the same
time, the operational director is responsible for production activities, food
safety, and quality sales areas, which are accountable to the general manager.
The Marketing Director is responsible for all marketing activities. At
the same time, the Finance Director is responsible for the
administrative and financial management of the Company (Jamil & Refi, 2021).
Export Marketing Analysis
of PT Agritek
Desa Indonesia through the ADKAR method
����������� At this stage, the researcher
interviews the CEO (Chief Executive Officer) PT Agritek
Desa Indonesia regarding marketing activities on ChipsyChips
products for target markets regionally and internationally. The following is a
series of marketing activities of PT Agritek Desa
Indonesia through its product ChipsyChips:
2.
International
����������� The first ADKAR element is
awareness or awareness; PT Agritek Desa
Indonesia, through its product ChipsyChips, has
constraints on its export marketing activities, namely not having an awareness
of the importance of changing to digital media to be able to market ChipsyChips products through Global Marketplace and Branding
through social media specifically.
����������� At this stage, researchers conducted
interviews and presentations in the first week, namely on December 26, 2023, to
Marketing Director Mr. Lukman Hakim Ahmad, directing and informing to
make changes by utilizing and importance Global Marketplace and Branding
through social media specifically.
Figure
4.1 First Week Awareness Interview and Exposure�
����������� The second ADKAR element is
desire or desire, PT Agritek Desa Indonesia,
through its product ChipsyChips, has constraints on
its export marketing activities. Namely, it does not have a marketing method
for finding market potential, especially for the international scope because
export marketing activities have been carried out only through export exhibition
activities, namely TEI (Trade Expo Indonesia) and BRILIANPRENEUR from Bank BRI
(Bank Rakyat Indonesia)
����������� At this stage, researchers conducted
interviews and presentations in the second week of January 4, 2024, providing
information on making changes to have a marketing method that can be used,
namely through the STP method (Segmenting, Targeting, Positioning).
The application of the STP method (Segmenting, targeting, Positioning)
brings great, very significant benefits to the company (Handayani et al., 2023). Here are the
benefits:
1) By
carefully segmenting, companies are able to identify potential untapped
opportunities and design more relevant offerings.
2) Through
proper targeting, resource allocation can be done efficiently,
increasing the effectiveness of marketing activities.
3) Strong
positioning helps companies build a favourable brand image, increase consumer awareness, and
have a positive impact on purchasing decisions.
����������� The application of the STP method
can be used for PT Agritek Desa Indonesia so that its
product, ChipsyChips, has a special marketing method
as a broader export marketing step to be able to map the STP method consisting
of Segmenting, targeting and positioning.
Figure
4.2 Second week Desire Interview and Presentation�
����������� The third ADKAR element is
knowledge or knowledge; PT Agritek Desa
Indonesia, through its product ChipsyChips, has
constraints on its export marketing activities, namely needing more knowledge
to market the product, namely through the Global marketplace.
����������� At this stage, researchers carry out
exposure activities in the third week on January 10, 2024, namely providing
information to make changes through Global Marketplace, which focuses on
practical aspects such as how to register, strategies to see market
opportunities in a country, and opportunities to get potential buyers to get
sales benefits at PT Agritek Desa Indonesia through
its product ChipsyChips. From this presentation, PT Agritek Desa Indonesia wants to focus on one of the Global
marketplaces, i.e. Alibaba.
Figure
4.3 Third week of Interview and Knowledge Presentation
����������� The fourth element of ADKAR is
ability or ability; PT Agritek Desa Indonesia,
through its product ChipsyChips, has constraints on
its export marketing activities, namely needing more knowledge to market the
product, namely through Global Marketplace Alibaba.
����������� At this stage, researchers in the
fourth week of January 18, 2024, focused on assisting, especially the marketing
division of PT Agritek Desa Indonesia through its
product ChipsyChips in conducting export marketing
through Global Marketplace who have been given exposure and information
in the form of knowledge or knowledge in the third week, such as product
descriptions, product uploads, and company profiles.
����������� The fifth element of ADKAR is
reinforcement or strengthening; PT Agritek Desa
Indonesia, through its product ChipsyChips, needs
help with its export marketing activities. Namely, it has not displayed
positive review content from The Buyers or international buyers who have
purchased ChipsyChips products on social media as a
step of marketing.
����������� At this stage, researchers focus on
increasing the importance of reinforcement by creating positive review content
from buyers or international buyers who have purchased ChipsyChips products made on social media as a step of
marketing.
Changes in Export
Marketing of PT Agritek
Desa Indonesia through the ADKAR method
����������� This research
focuses on five key aspects of the five elements of ADKAR. These elements
include awareness of the need for change (Awareness), the desire to support
and engage in change (Desire), an understanding of how to make changes (knowledge),
the ability to implement change (ability), and support for sustaining
change (reinforcement).
����������� Researchers tried to observe changes
in PT Agritek Desa Indonesia through its product, ChipsyChips, related its marketing activities, namely
through change management with the ADKAR method. Here are the changes made:
Awareness
����������� In the first week, researchers
conducted a presentation to increase awareness of change (Awareness) at
PT Agritek Desa Indonesia through its product, ChipsyChips, which is related to its marketing activities.
For marketing activities that have been carried out, the marketing division
conducts marketing through exhibition activities to cover the scope of the
international market, so this to cover a wider market will be hampered because
it is only through exhibitions.
����������� The limited marketing activities to
cover a larger market is what then awakens to make changes in order to market
products for a wider international scope, namely through marketing on Global
Marketplace to market products and branding through social media to
support marketing regarding the authenticity of products in Global
Marketplace.
����������� The first element of ADKAR is Awareness,
researchers make observations about the changes that PT Agritek
Desa Indonesia wants to achieve awareness Through its product, ChipsyChips wants to make a difference. From the
presentation that was carried out in the first week, PT Agritek
Desa Indonesia realizes the importance of a change, namely by implementing a
marketing strategy by marketing products to one of the Global Marketplace, i.e.
Alibaba and want to create content on social media to get buyer or
buyers on an international scope by creating content using English as a step to
cover international market share.
Figure
4.4 ChipsyChips Video Content in English
����������� In the second week, researchers made
presentations to increase the desire for change (Desire) at PT Agritek Desa Indonesia through its product, ChipsyChips, which is related to its marketing activities.
In this presentation, the desire is getting stronger to make a change in its
marketing activities, namely having a marketing strategy to be applied through
the STP method (Segmenting, Targeting, Positioning) (Rismawati et al., 2019).
����������� The second element of ADKAR is Desire,
researchers make observations through the changes to be achieved, namely from
the exposure that has been done in the second week by researchers about the STP
method (Segmenting, Targeting, Positioning), PT Agritek Desa Indonesia through its product, ChipsyChips, feels the benefits of wanting to implement
marketing strategies that can be applied in order to get potential buyers who
are suitable for international market share through the STP method on ChipsyChips products. The following is the implementation
of PT Agritek Desa Indonesia's STP method through its
product ChipsyChips.
����������� In implementing the second element
of the ADKAR method is desire or
desire, that is, in implementation, desire
for the development of export marketing at PT Agritek
Desa Indonesia through its product, ChipsyChips,
using the STP method. Here is the application of the STP method from the side: Segmenting:
����������� The results of comprehensive
segmentation in the four aspects of segmentation show that PT Agritek Desa Indonesia can divide market segmentation into
large countries such as America, Canada, and Saudi Arabia, which have knowledge
and interest in organic and halal products that have a healthy lifestyle.
����������� Implementation Desire for the development of export marketing at PT Agritek Desa Indonesia through its product, ChipsyChips, using the STP method, namely Targeting, PT Agritek
Desa Indonesia can do business activities on a B2B basis (Business to Business) to distributors, wholesalers (wholesaler), Fruit Trader, and Middle Man
which resells ChipsyChips products on a regular basis
retail.
����������� Implementation Desire for the development of export marketing at PT Agritek Desa Indonesia through its product, ChipsyChips, using the STP method, namely: Positioning, PT Agritek
Desa Indonesia positions its product, ChipsyChips, as
a fruit chip product that does not contain sulphite
preservatives supported by products that have HACCP Certification (Hazard
Analysis and Critical Control Points) and ISO (International
Organization for Standardization) 22000:2018 as value/vAlue
from its various competitors
����������� In the third week, researchers made
a presentation to increase knowledge of the need for change (knowledge)
at PT Agritek Desa Indonesia through its product, ChipsyChips, which is related to its marketing activities.
In this presentation, researchers focused on providing information in making
changes to develop marketing through the Global Marketplace.
����������� The third element of ADKAR is knowledge,
Global Marketplace What you want to go to Marketing Director PT Agritek Desa Indonesia Mr. Lukman Hakim Ahmad is Alibaba.
The presentation contains knowledge information related to the features of Alibaba.
It explains some advantages of promoting products to attract buyers or
potential buyers from various countries.
����������� In the fourth week, researchers
helped register PT Agritek Desa Indonesia through its
product, ChipsyChips, and market its products through
The Global Marketplace. In the third week, researchers made a presentation
in the form of knowledge as the third element of ADKAR, which provides
information in the form of practical aspects such as how to register,
strategies to see market opportunities in a country, and opportunities to get
potential buyers to get sales benefits and Global Marketplace Platform
What you want to go from Marketing Director PT Agritek
Desa Indonesia Mr. Lukman Hakim Ahmad is Alibaba.
����������� For the application of the fourth
element of ADKAR, namely ability, researchers made observations about
the changes to be achieved. PT Agritek Desa
Indonesia, through its product, ChipsyChips, has been
able to make a change to develop export marketing, namely by utilizing the
Global Marketplace Platform Alibaba.
Figure
4.5 ChipsyChips Product Registration on the
Alibaba platform
����������� In the fifth week, researchers
focused on increasing reinforcement or reinforcement as the fifth
element of ADKAR for export marketing activities of PT Agritek
Desa Indonesia through its product, ChipsyChips in
the form of content containing positive reviews from buyers or buyers of
ChipsyChips products from exhibition activities at
TEI (Trade Expo Indonesia) or BRILIANPRENEUR from BRI (Bank Rakyat Indonesia).
����������� For the application of the fifth
element of ADKAR, namely reinforcement, researchers made observations
about the changes to be achieved at PT Agritek Desa
Indonesia through its product, ChipsyChips, to create
content to be interesting buyers or buyers from international shares
containing positive reviews from buyer or buyers of ChipsyChips
products as reinforcement in export marketing activities other than utilization
Global Marketplace Platform as an Indonesian MSME that has exported ChipsyChips products. For the creation of content to be
displayed on social media, ChipsChips still needs to
be further confirmed with a third party in collaboration with PT Agritek Desa Indonesia, who executes the design in the form
of content.
����������� From the application carried out by
PT Agritek Desa Indonesia through its product ChipsyChips with change management through the ADKAR method
in the development of its export marketing, the following is a table of the
results of data processing and analysis carried out:
Table 4. 1 Results of
Data Processing and Analysis carried out:
|
ADKAR
Elements |
Export
Marketing Plan of PT Agritek Desa Indonesia through
the ADKAR method |
The
result of changes from the implementation of the ADKAR method |
|
Awareness |
Have
the awareness to make a change by marketing ChipsyChips
products through global marketplaces and social media. |
Realizing
the importance of product marketing in one of the global marketplaces,
namely Alibaba, we want to create content on social media to get buyers or
buyers in the international scope by creating content using English as a step
to cover international market share. |
|
Desire |
Have
a marketing method for finding market potential, especially for international
scope. |
Desire
to change by implementing marketing strategies that can be applied in order
to get suitable potential buyers in the international market share through
the STP method on ChipsyChips products. |
|
Knowledge |
Have
enough knowledge to market products through global marketplaces such
as Eworldtrade, Alibaba, and Go4worldBusiness in
the marketing division. |
Getting
knowledge about the global marketplace that is targeted is Alibaba, so
it is focused on providing knowledge about the features that exist on the
Alibaba platform and excellence in promoting products to get potential
buyers or buyers from various countries. |
|
Ability |
Have
the ability to market products through global marketplaces such as EworldTrade, Alibaba, and Go4worldBusiness and utilize
social media owned to market products. |
Able
to make marketing changes by registering on the Alibaba platform by
entering data such as product descriptions and uploading products and company
profiles from PT Agritek Desa Indonesia through its
product ChipsyChips. |
|
Reinforcement |
Displaying
positive reviews from buyers or international buyers who have
purchased ChipsyChips products on their social
media as a step of marketing |
It
is creating engaging content to attract international buyers by featuring
positive reviews from ChipsyChips buyers as part of
an export marketing strategy, in addition to using a global marketplace platform. However, it needs confirmation from
a third party that collaborates with PT Agritek
Desa Indonesia for content design creation. |
PT Agritek Desa Indonesia, through its product ChipsyChips, has problems with its marketing activities
because it has not made changes to increase product production according to the
ChipsyChips HS (Harmonyzed
System) Code, namely 081350, which describes the goods as a mixture of shelled
fruit or dried fruit, meaning it needs to increase production through its
marketing activities. This is because PT Agritek Desa
Indonesia, through its product ChipsyChips, has
exported in 2022 to the United States, Canada and Saudi Arabia, where these
three countries show that the product importing countries comply with the HS
Code (Harmonyzed System), namely 081350, the smallest
production from America. The United States, Canada and Arabia are Canada at
7,197 tons, China at 4,969 tons, and Greece at 8,500 tons. For production
carried out by PT Agritek Desa Indonesia through its
product ChipsyChips, the largest export activity was
1,344 tons to the United States, so there is a need for change management,
namely through the ADKAR method to increase export marketing.
After implementing
change management using the ADKAR method at PT Agritek
Desa Indonesia to expand the marketing of its export products, the results of
the changes made were significant. The marketing division at PT Agritek Desa Indonesia is starting to understand the
importance of marketing their products on global platforms, especially Alibaba
and realizing that using English in marketing content will help attract the
interest of potential buyers from various countries.
Apart from that,
the desire to reach a wider market is also getting stronger. Through the
application of the Segmenting, Targeting, Positioning (STP) method, the
marketing division can identify and target buyers who have great potential to
buy their products.
By gaining deeper
knowledge about the benefits of marketing products on a global platform like
Alibaba, marketing divisions can optimize their marketing strategies. The final
step is strengthening through creating content that contains positive reviews from
international buyers. However, further confirmation is still needed regarding
the content creation process with third parties who collaborate with PT Agritek Desa Indonesia.
Thus, implementing
change management through the ADKAR method has brought positive changes to PT Agritek Desa Indonesia's export marketing strategy,
increasing their ability to reach global markets.
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