The Increase in Porang Instant Noodle Market Share from the Perspective of Transformative Business Model Analysis

Abstract

Indonesia is one of the 10 countries with the consumption of the world's biggest instant noodles. One alternative to raw materials that instant noodles are healthier than iles-iles porang or bulbs. Through connecting consumer needs with developing technology that is Transformative Business Model, this research aims to: 1) Learn how the companies condition instant noodles made from porang (porang instant noodles) currently; 2) Figure out the model business to run the porang instant noodles company; 3) Identify the challenges in porang instant noodles industry; 4) Recommend the increase in market share of porang instant noodles. Conceptual framework in this research processed through PESTEL analysis, Porter’s Five Forces Model analysis, Competitive Profile Matrix (CPM), Value Chain analysis. The conceptual framework validated by Transformative Business Model. The results showed that the challenges are not coming from competitors, but comes from the main raw material suppliers up to now only have one company. One company subdue the raw material market supply also makes high dependency in industry. On the other hand, potential market share in porang instant noodles is still huge to local as well as the international market. Keywords: market share, consumer needs, technology, instant noodle, Porang, Transformative business model.