Analysis Export Plan for Tempe Chips from Indonesia to Bangkok, Thailand Using Market Opportunity Canvas

Authors

  • Aevita Ainun Niha Industrial Engineering Study Program, Universitas Indonesia Mandiri, Lampung, Indonesia
  • Tyasto Prima Ahmadi Industrial Engineering Study Program, Universitas Indonesia Mandiri, Lampung, Indonesia
  • Refika Melina Putri Department of Agricultural Industrial Technology, Sumatera Institute of Technology, Lampung, Indonesia
  • Yantinah Industrial Engineering Study Program, Universitas Indonesia Mandiri, Lampung, Indonesia

Keywords:

Market Opportunity Canvas, Export Strategy, Tempe Chips, Market Analysis

Abstract

This study aims to identify prospective product export strategies from Indonesia to Thailand by utilizing the Market Opportunity Canvas (MOC) technique. A qualitative approach was used to explore potential product export opportunities, focusing on the case of tempe chips. Data were collected through direct observation conducted over three days (July 18–20, 2023) at several markets in Bangkok, including ICON SIAM, PARAGON SIAM (TriUP Fair 2023), KU Premium, and Royal Project. The observations focused on examining product innovations, understanding consumer behavior, identifying competitors, and discovering product opportunities suitable for export from Indonesia. The export plan was structured using the twelve components of the Market Opportunity Canvas framework, which include identifying consumer needs and wants, defining product and value propositions, and analyzing market feasibility in terms of cost and revenue. Supporting tools such as Persona, Empathy Map, Value Proposition Canvas, 6W+1H, Customer Journey Mapping, and Advanced Tools (Google Search Insight and ChatGPT by OpenAI) were also employed. The findings indicate that tempe chips possess a promising opportunity to enter the Thai market; however, further financial analysis is required to ensure long-term viability and competitiveness.

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References

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Published

2025-10-27

How to Cite

Aevita Ainun Niha, Ahmadi, T. P., Putri, R. M., & Yantinah. (2025). Analysis Export Plan for Tempe Chips from Indonesia to Bangkok, Thailand Using Market Opportunity Canvas. International Journal of Industrial Engineering and Innovation, 1(1), 1–5. Retrieved from https://journal.uimandiri.ac.id/index.php/ijiei/article/view/171

Issue

Vol. 1 No. 1 (2025): November

Section

Articles

License

Copyright (c) 2025 Aevita Ainun Niha, Tyasto Prima Ahmadi, Refika Melina Putri, Yantinah

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