BANDUNG, unpas.ac.id – Who does not know Chocodot Garut? The mix of chocolate and dodol (lit. traditional food from Garut) created by Kiki Gumelar has successfully made Garut well-known with different and new kinds of method.
Kiki successfully blended a modern food without leaving the characteristics embedded on Garut, as a city. From his creative and handful skill, the brand of Chocodot has spread and well-known throughout West Java in particular. Since 2009, Kiki has been developing various products of chocolate which is updated, innovative and interesting.
Apart from highlighting the different and unique taste and flavours, Chocodot was also known because of its unique names, such as Cokelat Enteng Jodoh, Cokelah Hempas Panik, Cokelat Tolak Miskin, Cokelat Tahan Baper, Cokelat Pengobat Rindu, Cokelat Pereda Lebay, and many other variants.
It is all thanks to Chocodot, the owner of PT Tama Cokelat Indonesia can also complete his Doctoral study at the Department of Management Studies, Postgraduate School of Universitas Pasundan on 26 September 2022. Recently, a Chocodot’s “Cokelat Gendis” has even appeared on the film Lara Ati directed by Bayu Skak.
His dissertation being promoted was entitled Analisis Strategi Keunggulan Bersaing Pemasaran Melalui Inovasi Produk Guna Meningkatkan Kinerja Pemasaran (Studi Kasus pada PT. Tama Cokelat Indonesia di Kabupaten Garut).
“I try to analyse what I have done during this time; because basically all companies or business should put innovation forward to make the business updated,” he said, few months ago.
As like as many other businessmen, during Covid-19 pandemic, Kiki also needed to put his thinking and do the innovation of the product. Chocodot, which was previously oriented to tourism, needs to be switched to the daily consumption and currently to healthy product completely.
“The business is dynamic; we need to adjust this kind of innovation. From what I have written in the dissertation, it is proved that innovation has greatly increased the marketing process,” he continued.
Expanding the Insight and Relation
Although he has already been a settled-and-established entrepreneur, Kiki is always triggered and challenged to continue the study to Doctoral Degree since he wanted to expand and broaden his knowledge insight.
“As long as I run the business, I often being invited to be a source person/speaker, fulfil for invitation, or attend classes. Although I master the practice, I think it is not quite enough,” he said.
By learning, Kiki is able to get new relation from various professions. He was also often given suggestions and advices related to business management from professors and teachers in Unpas Postgraduate School.
“At first when I ran the business, I did not have any consultant; so, I chose to consult to people in marketing sectors. However, in Unpas, I really feel like I am assisted and guided,” he concluded. (Reta)**
