COKELAT NDALEM MINI RESEARCH

Islamic Business Ethics

Cokelat Ndalem Mini Research

 

Lecturer :

Mohammad Bekti Hendrie Anto, S.E., M.Sc.

Student’s Name

Ahmad miftah Baiquni 13311356

International Program

Universitas Islam Indonesia

Cokelat Ndalem’s Description

As a special region in Indonesia, Yogyakarta preserves Javanese culture firmly. Keraton Kasultanan Ngayogyakarta Hadiningrat or Yogyakarta palace is the center of most Javanese tradition and culture. King and his family live in the palace and nurturing the tradition toward its society. Many custom keep exist nowadays, such as traditional dances, clothing, and traditional ceremonies. Not only identic with original java traditions but also there are a lot modern culinary combined with javaness culture.    

One of them is Cokelat Ndalem, which is a homemade chocolate able to combining these potential, local culture and chocolate into valuable products. Initiated by a couple, Meika Hazim and Wednes Aria Yuda, as the owners of  Cokelat Ndalem created, it as their feedback to Yogyakarta, the city where they live in, the early pioneering 50 million, was spent for the purchase of tools to make chocolate. By the end of 2012, the products that I sell directly deposited in batik boutique close to Malioboro, the response is quite good. And then after seeing good response, March 2013, Cokelat Ndalem officially launched as a brand under management of CV. nDalem Mulya Mandiri. As a brand, Cokelat Ndalem accentuate on uniqueness and local value coined by Yogyakarta wisdom and culture. The strong cultural background has substantial influence in its products.

Why give the name of Cokelat nDalem. nDalem in the Java language has a good meaning, which means the house as a place where we can feel the most comfortable. This business is conducted at home parents Meika, and is consistent with the philosophy that he wanted to lift that chocolate is made wholeheartedly, as a sign of care to people who are close to the heart.

Chocolate as its main products able to accommodate the local farmers commodities for the demand of raw ingredients since Cokelat Ndalem innovates the taste of its chocolate products with local herbs. By 2014, Cokelat Ndalem has 5 different chocolate lineup, classic, hot chocolate, herbs chocolate, herbal drink, and coffee. Each category has different variant. Classic chocolate has dark chocolate and less sugar dark chocolate; for hot chocolate, there are hot chili chocolate, hot ginger and hot mint chocolate. Cokelat Ndalem herbs category consists of lemon grass (Cymbopogon citratus) chocolate, clove (Syzygium aromaticum) chocolate, and cinnamon (Cinnamomum) chocolate. Others Indonesian refinement in Cokelat Ndalem products appear on indigenous refreshment lineup; wedang ronde, wedang bajigur and wedang uwuh are authentic beverage from Yogyakarta combining with chocolate and creating uniqueness. The commitment towards Indonesia culture and raw materials showed on its latest product lines, coffee.

Cokelat Ndalem collaborates with local farmer to supply its demand of coffee from all over country. Start from the western part, Cokelat Ndalem launched their Aceh Gayo coffee chocolate, followed by Jogja Merapi coffee, Bali Kintamani coffee, Flores Bajawa coffee, Toraja Kalosi, and PapuaWamena coffee into their chocolate products In addition, the packaging of the products presents various images from bregada keraton (Yogyakarta palace soldiers) to batik motives including the story behind it. ). In order to reach company’s aim, to introducing Indonesian culture through its products, Cokelat Ndalem designs the packaging to accommodate the information in such a way. In its company profile, Cokelat Ndalem cites their passionate brand message because  “their main concern is not only make the good chocolate, but also how they could re-educate and tell story about Indonesian culture to  all their customers. By providing the story in bilingual, they hope that they can tell story about Indonesia culture into much larger part of the world. Is a collaboration of chocolate and culture.”  In addition, this bran empowers the local farmers for its herbs as raw material. This home industry in its development penetrated its market to nationwide and exploring some possibilities for another Indonesia’s herb.

Even if The price of chocolate that are sold to resellers have no limitation. The owners give them the freedom to determine the price, such as for resellers in Jambi and Lombok. The selling price of products that stipulation was reached Rp12-Rp30 thousand thousand. With those selling price, they was able to get a the turnover of Rp 40 million-50 million per month. So that in a year could be over 300 million" The performance of this compaby can be seen throught its turnover since it begun to be established where in the beginning, they could handful Rp300 million, the second year can be up to 500 million, after which it can be Rp600 million.

Cokelat Ndalem’s consumers are adults who already have a steady income. Because adjusted from each theme is presented each cokelat nDalem flavors. Besides, the design shown on the packaging tend to the classics, such as batik representing shades of each region in the archipelago, spices typical of the archipelago and others, so that consumers tend to mothers from middle to upper class.

Consumers of cokelat nDalem mostly from Java and Bali. Because cokelat nDalem is still young which is about 3 years so that the spread or sales are still around the islands of Java and Bali.The location of the market is quite a lot, there are about 35 Cokelat  nDalem, but most of them are resellers, to branches in Jakarta, Solo and Yogyakarta. Its center itself is located on Jl. Bhayangkara No. 23, Yogyakarta.

Characteristics of this cokelat nDalem market, namely the upper middle class, teenagers and mothers. As it relates to the price of this cokelat nDalem fair to middling so that consumers whose is buying at average they already have their own income.

Cokelat Ndalem products are usually shipped according to market needs. Usually every month definitely do the distribution to the branches in Jakarta, Java and Bali. Just to the percentage experienced ups and downs but definitely keep doing the distribution.

Market demand and the availability of goods in Cokelat nDalem run with the condition, because the principle of Cokelat nDalem is that every day do the production so there is no shortage of production or ran out of stock. Because Cokelat nDalem have galleries which of course was never empty. Did the opposite in this Cokelat nDalem was no exceeding of goods because each production was adapted availability of stock in the warehouse with the material provided. Cokelat nDalem not initially have its own gallery. Founder cokelat nDalem said that initially they produce and sell it in different places. So it affects consumption level market. advertising just around Jogja and partly in social media (twitter).

Over time in 2013 they set up their own gallery. In fact they make a mini museum which contains the history of the world and the history of chocolate in Indonesia. Not only that inside of the  gallery there is  its own production place . So it was very having an effect on the consumer market. Cokelat NDalem chocolate spread its wings by opening branches in major cities such as Jakarta, Solo, Bali. So that became more widespread distribution and consumption even more and more markets.

Location production made as best possible, starting from the placement of a sterile production and classic style, not only that visitors can also see directly how to make chocolate, because the room fitted with glass in the front , so we could see the activity inside.

The building where the production is not too large as like another famous factories chocolate, but this Cokelat nDalem’s design is a very classic. When we entered the first room, we'll look at the counter along with several packets of cokelat nDalem. Then, on the left we are immediately presented with a museum, more precisely a mini museum. We will look at the history of the chocolate world, starting from Mayan to the establishment of a chocolate factory in the world's No. 1 brand. Then on the right, we are presented with a brief history of chocolate until the history of cokelat nDalem Indonesia. The room mini museum is very classic and very distinctive smell, equipped with ancient ornaments add to the atmosphere classic.

In the next room there is a gallery of products cokelat nDalem. Chocolate sorted by design neat and orderly. Starting from row left is the classic chocolate that contains: Dark Chocolate, Extra Dark Chocolate, and Chocolate Milk. Then in the next row there is a sense of spice archipelago, after which there is the taste of coffee archipelago, and in the front row there Chocolate Green Tea. All are packed with beautiful and classic. If we look to the left we are presented with the chocolate making process. There is the production of a space bounded by the glass, so visitors can see first hand the chocolate production to packaging.

Cokelat NDalem in a day is capable of producing as much as 15 kg of raw material, besides cokelat nDalem also choose seeds from the best cocoa farmer from Gunung Kidul. Besides the chocolate seeds, the plant of Chocolate nDalem has no option other raw materials but Cokelat nDalem have supporting materials were varied so as to create a sense of diverse, supporting materials from the manufacture of chocolate are various spices from various regions in Indonesia as well as the taste of the coffee that varies , It is able to prove that the product Cokelat nDalam is a creative product. In addition, Cokelat nDalem also has relationships with a chocolate factory so that they receive raw semi-receive material then be processed again, it anticipates running out of raw materials, if farmers harvest decreased. All note with a very precise, especially those for raw materials because it is an important component.

The Concept of business Ethic

Business ethics are moral principles that guide the way a business behaves. The same principles that determine an individual”s actions also apply to business.  Acting in an ethical way involves distinguishing between right and wrong and then making the right choice. It is relatively easy to identify unethical business practices.

Cooporate Social Responsibility

Corporate social responsibility is a corporation's  initiatives to assess and take responsibility for the company's effects on environmental and social wellbeing. The term generally applies to efforts that go beyond what may be required by regulators or environmental protection groups. CSR may also be referred to as corporate citizenship and can involve incurring short term costs that do not provide an immediate financial benefit to the company, but instead promote positive social and environmental change.

Cokelat Ndalem has done properly in terms of Coorporate Social Responsibility where it has allocated some of its profit to social events in yogyakarta like religious events (tahfidz and etc) Besides it also has became sponsorhip for society events, education events, university events and etc. And also cokelat nDalem has promoted sustainable production without producing too much chocolate. on the other words, it has produced the amount  needed only. I assumed that it will promote sustainable envirounment.    

Marketing departement

A marketing department promotes your business and drives sales of its products or services. It provides the necessary research to identify your target customers and other audiences. Depending on the company’s hierarchical organization, a marketing director, manager or vice president of marketing might be at the helm. In some businesses, a vice president of sales and marketing oversees both the marketing and sales departments with a strong manager leading each department. It’s important to keep a strong marketing department intact regardless of the economy so you remain visible and keep sales strong.

Cokelat Ndalem has promoted its products through social media as well as coorporating with another stores and hotel to  boost its sell. So far, there is no violation of islamic bisiness ethic  when they are doing promotion, advertising and other things in marketing where it has gone as usual. Cokelat Ndalem has boosted its business presention  in country through spirit of brotherhood where they are very good in maintaining the relationship with their branches strores. They also tried hard to expand their business in the overseas go through opening outlet when there are business  exhibilitions  for example they already joined business exhibilition in japan, hongkong, malaysia and etc In which they never used  a bad way  to get the competition as well as to get a lot of consumer.   

Human resource departement

A human resources department is a critical component of employee well-being in any business, no matter how small. HR responsibilities include payroll, benefits, hiring, firing, and keeping up to date with state and federal tax laws.Any mix up concerning these issues can cause major legal problems for your business, as well as major employee dissatisfaction. But small businesses often don't have the staff or the budget to properly handle the nitty-gritty details of HR.

The owners of Cokelat Ndalem has educated its workers to work diciplinely and treat them like family, this is indicating that the owner always minggle with them in the producing process, it shown that there is no huge gap between owner and  employees. Evethough this cokelat Ndelame is not big firm like another chocelate company in the world who has provide many incentive toward their employee, but the owners of Cokelat Ndalem has done properly in treating their employees.

They also tried to coorporate with small cacao farmers in which they want to help livinghood of the Cacao farmer especially in Gunung Kidul, Yogyakarta. By educating them and giving intense information about the standard good cacao seed for chocolate. As well as advise them to make varian of cacao seed  So that they can improve value added for the product of its cacao farmer patners.  

Evaluation and Opion   

so cokelate Ndalem is one of the unique chocolate industries in Yogyakarta. Serving several flavors of chocolate is one of the interesting point that Cokelat Ndalem offers to its consumer. Not only that if you visit  to Cokelat Ndalem, what you will pay attantion to  the museum. And it must be encouraged  consumer to get to know more about how chocolate is going to be addable. As well as you will  get a lot of new information about chocolate and how the history of it. The more interesting thing is about the idea of the owner, the chocolate can be created into several flavors. And making wonder how the owner think of it. And suppose that the creativity of the owner is quiet strong to make Cokelat Ndalem arise its name. The way the owner named the business is also great since the meaning of Cokelat Ndalem is the home of chocolate which has philosophy meaning that is the consumer who buy and consume the chocolate will feel like enjoying chocolate in their home. I think that is also a very good point to interact consumer. By mentioning the special things of Cokelat Ndalem it can be seen that there is differences between  Cokelat Ndalem and  other chocolate industries in Yogyakarta. Cokelat Ndalem has so many valuable things that can arise its name. As well as can see that they also good in terms of marketing, keeping relationship with all stakeholders such as community, society, employees as well as government. In terms of maketing, they has boosted its business presention  in country through spirit of brotherhood where they are very good in maintaining the relationship with their branches strores. They also tried hard to expand their business in the overseas go through opening outlet when there are business  exhibilitions. Another field in the Coorporate Social Responsibilty, they has done properly in terms of Coorporate Social Responsibility where it has allocated some of its profit to social events in yogyakarta like religious events Besides it also has became sponsorhip for society events, education events, university events and etc. And also cokelat nDalem has promoted sustainable production without producing too much chocolate. on the other words, it has produced the amount  needed only as well as in terms of human resource has done well in treating their employee, empowering the cocoa farmer as well as treat them like family. Evethough Cokelat Ndalem has done well in terms of business ethic but cokelat Ndalem still left behind with another chocolate producer in Yogyakarta in terms management in which cokelat Ndalem still count on the owners as the one who manage everything from marketing, producting, budgeting, as well as human resource where they needs the one who have more spesific knowledge in these fields to make their business growth further and faster. It may be said that it can be understanable because this businesss still young but it should be not reasons that can not work and improve faster in this competitive era.

All in all, I really belief that this business will improve and expand further in the next 5 years eventhough now it is  still categorized as small and medium enterprise right now. But by seeing its perfomance of the business since it was introduced to public, it shown that it has  a good response from society . I do have strong belief that one day, it will become of the big business in the future and become the Icon of foods or snack in yogykarta as the growing of young and adult people  really love the chocolate as well as yogykarta is the toursm and eduction city who has a lot of newcomers.