Dampak Tupperware Bangkrut Bagi Indonesia | KOMPAS.TV

Summary

The transcript discusses the bankruptcy of Tupperware, a leading American plastic food container producer, following financial struggles exacerbated by the pandemic. Tupperware's bankruptcy, after 78 years, impacts the Indonesian market, especially in terms of marketing jobs and production. The shift in consumer preferences towards cheaper alternatives, such as tin-wall containers from China, has intensified competition. Lower production costs, improved technology, and better logistics have allowed these alternatives to dominate, making Tupperware's business model increasingly unsustainable. The situation highlights challenges in the plastic packaging industry, particularly in terms of pricing, innovation, and competition from China.

Takeaways

• 😀 Tupperware, a plastic food container manufacturer from the US, has filed for bankruptcy due to declining sales during the pandemic and accumulated debts of $812 million.
• 😀 Despite the bankruptcy, Tupperware's manufacturing operations in Indonesia will not see significant layoffs as local plastic factories mainly perform subcontracted work for the brand.
• 😀 Tupperware's bankruptcy impacts the middle-to-upper market segment, which has been shifting toward lower-priced alternatives.
• 😀 The increased consumer preference for cheaper products, such as thin-walled plastic containers, is a major factor in Tupperware's downfall.
• 😀 The rise of new manufacturing technologies, which reduce production costs significantly, has also hurt Tupperware's competitiveness in the market.
• 😀 Tupperware's reliance on traditional marketing strategies like 'Tupperware parties' was disrupted by the pandemic, giving an advantage to competitors utilizing more modern methods like social media and online platforms.
• 😀 During the pandemic, lockdowns led to a decline in traditional marketing methods, but competitors adapted by using platforms like Instagram, TikTok, and ChatGPT to engage a global audience.
• 😀 Consumers’ purchasing power has decreased due to the pandemic, causing them to shift towards cheaper, lower-quality alternatives that offer more affordability.
• 😀 The global supply chain issues during and after COVID-19 affected Tupperware's ability to quickly adjust, causing delays and product shortages.
• 😀 Chinese manufacturers, known for their low-cost production and efficient logistics, have gained a significant edge over Tupperware, making it harder for the company to compete, especially in terms of material costs and manufacturing speed.

Q & A

What caused Tupperware to file for bankruptcy?

Tupperware filed for bankruptcy after struggling with sales due to the pandemic and accumulating debts totaling 812 million USD.

How significant is Indonesia as a market for Tupperware?

Indonesia is one of Tupperware's largest markets, especially in the middle to upper-income segments.

What impact does Tupperware's bankruptcy have on Indonesia's workforce?

The impact on Indonesia's workforce is primarily seen in the marketing sector, where layoffs are expected. However, the production side will not be significantly affected, as many of Tupperware’s products are outsourced for manufacturing.

How has the consumer market changed since the pandemic, according to a survey by Minzi and E and Company?

The survey revealed that 63% of respondents stated that consumers are now opting for cheaper products due to reduced purchasing power since the pandemic.

Why has Tupperware been losing market share to cheaper alternatives like tinwall products?

Tupperware's high production costs and premium pricing have led consumers to switch to cheaper alternatives, such as tinwall products, which are much less expensive and still meet basic functional needs.

What are some of the technological and production advantages of tinwall products over Tupperware?

Tinwall products are produced with thinner material, are significantly cheaper, and are more cost-efficient to produce. Additionally, they can be manufactured at a fraction of the cost, with prices as low as 5,000 IDR per unit compared to Tupperware's 50,000 IDR.

What role did the COVID-19 pandemic play in Tupperware's decline?

The pandemic disrupted Tupperware's marketing strategy, especially their reliance on community events like Tupperware parties. Lockdowns and social distancing measures made it difficult to sustain their traditional marketing approach.

How did the logistics challenges post-COVID affect Tupperware’s operations?

Post-pandemic logistics issues, such as shipping container shortages, led to delays in product distribution. This hindered Tupperware's ability to maintain a steady supply in its key markets, contributing to the loss of market share to competitors.

How has the competitive landscape in the plastic packaging industry shifted, especially with China’s involvement?

China has become a dominant player in the plastic packaging industry, offering much cheaper production costs due to abundant raw materials, low manufacturing costs, and efficient logistics, which has made it difficult for companies like Tupperware to compete.

What challenges do domestic producers in Indonesia face in light of Tupperware's bankruptcy and the rise of cheaper alternatives?

Domestic producers must adapt to shifting consumer preferences for affordable products. This requires innovation in product design and pricing strategies, particularly to compete with low-cost alternatives from China, which dominate the market with cheaper production and materials.