PROPOSED NEW PRODUCT DEVELOPMENT (CASE STUDY: MAMAKKUCING)
| Main Authors: | Achlil, Aliya Arifin; School of Business and Management, Institut Teknologi Bandung, Maryunani, Salfitrie Roos; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4482 |
Daftar Isi:
- The increase in pet ownership is in line with the increase in the pet industry growth. According to the data calculated by Statista, in 2022, the pet industry growth by region, Asia Pacific, estimated CAGR (Compound Annual Growth Rate) is 9.3%. Aside from the mentioned data, Indonesia's interest in owning a cat can be seen from cat lovers' various communities, for example, ICA (Indonesia Cat Association), FIFE (Fédération Internationale Féline), and various local cat community, D’clovers. With the rise of various cat owner communities and the pet industry market growth, it can conclude that there is an opportunity for pet industry business in Indonesia. Mamakkucing occurs to be a cathouse in Bandung that provides the best quality of cats. Since Mamakkucing launched, in some period, the income does not cover the expenses. One of the problems is female cats can only produce kittens every eight months, because they can only mate three times in two years. The value of this Cathouse is not only maintained quality physically but also spiritual which makes Mamakkucing not force cats to mate that creates a low production even in certain months; there is no product. In essence, this production cannot be forced, considering that cats are living things. For this reason, Mamakkucing plans to do new product development as a strategy to become another source of income apart from Cat House. To discover the best products/services that must be created, a design thinking method is used.. The data collection uses a qualitative method by interviewing the customer persona. Keywords: New Product Development, Cat House, Design Thinking