Contents

1.1

Introduction............................................................................................... 3

1.2

Background of the case............................................................................. 3

1.3

Statement of the problem..........................................................................3

1.4

Objectives.................................................................................................. 4

1.5

Case analysis............................................................................................. 4

1.5.1

Marketing Mix......................................................................................... 4

1.5.1.1 Price........................................................................................................ 4
1.5.1.2 Place....................................................................................................... 5
1.5.1.3 Product................................................................................................... 6
1.5.1.4 Promotion............................................................................................... 6
1.5.2

Swot Analysis.......................................................................................... 7

1.5.3

Market analysis orters 5 forces............................................................8

1.5.3.1 Potential Entrants................................................................................... 8

1.5.3.2 Substitutes............................................................................................. 9
1.5.3.3 Suppliers powers.................................................................................... 9
1.5.3.4 Buyers Powers...................................................................................... 10
1.5.3.5 Industry Rivals...................................................................................... 10
1.5.4

BCG Matrix............................................................................................ 11

1.5.5

Understanding consumers behavior.....................................................12

1.5.6

Internal marketing issues.....................................................................13

1.6

Theoretical Framework............................................................................ 14

1.6.1

Marketing Mix....................................................................................... 14

1.6.2

SWOT Analysis...................................................................................... 15

1.6.3

Porters 5- Forces Model........................................................................17

1.6.4

The BCG Growth-Share Matrix..............................................................21

1.7

Alternative courses of Actions.................................................................26

1.8

reccomendations..................................................................................... 26

1.9

Sources.................................................................................................... 27

1.1 INTRODUCTION

This case presents the analysis, findings and recommendations of the case
Sharing the J.Co Way A case study on J.Co Donuts & Coffee.
1.2 BACKGROUND OF THE CASE
Before 2005, the donuts markets in Indonesia and Southeeast Asia were
dominated by the Dunkin Donuts, an American brand. At those time the most
known type of donuts were the Dunkins. The brand of Dunkin Donuts was the
king in market because of no serious competitors, including in Indonesia where it
had almost 200 outlets. If there were any companies trying to compete with it,
they would just lose within a short time. Nevertheless, since 2005, the battlefield
of donuts totally changed. A new brand owned by an Indonesian broke the
domination of the Dunkin. The new brand is J.Co, created by Johnny Andrean, a
successful hair-stylist businessman. He introduced the products of donuts
different from the Dunkins. They are thinner, smaller and more crispy.
Surprisingly, the market responses were amazing. Furthermore, J.Co does not
only sell donuts. It combines them with coffee. Thus, Johnnys brainchild is
labeled as the J.Co Donuts & Coffee. Only within a relatively short time, J.Co has
changed the map of donuts business competition in Indonesia. Currently, if
Indonesians were asked about donuts, they would answer J.Co as the mostpreferred brand, overtaking the previous one, the Dunkins. Furthermore, in a
various survey, it is suggested that the consumers would prefer J.Co donuts than
the others. Even the newly-arrived donuts producer from the US, the Krispy
Kreme, has still been unable to resist the achievement of J.Co. At present, J.Co
has more than 100 outlets throughout Indonesia. Even, since 2008, it has existed
in Malaysia, Singapore, the Philippines, Australia and China. It is reportedly that
this Indonesian brand is going to expand its markets to other Asian countries,
such as Thailand, Japan and Hongkong-China. This is undoubtedly an amazing
achievement of Johnny Andrean, of which even him might not have imagined it
before. But for sure, when there is a strong will, combined with hard work and
determination, everything is possible