MARKETING STRATEGY PLAN FOR SMALL, MEDIUM ENTEPRISE TO ENTER THE INTERNATIONAL MARKET

• Main Author: DESFILA (19215012), FARHANA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27161
• Institution: Institut Teknologi Bandung

Indonesia is a country rich in cultural heritage, especially for Indonesian food and beverages. In Indonesia, <br /> <br /> food and drink is the second highest tourist income after accommodation. One of the highest producing <br /> <br /> regions in Indonesia is West Java. West Java has huge market potential for exporters of food products. <br /> <br /> Many West Java culinary products that need to advertise their goods to enter the world, one of them is <br /> <br /> Rasa Khano. Rasa Khano is a SME that needs to design goods abroad.The purpose of this research is to <br /> <br /> know the opportunity to market the traditional culinary products of Indonesia, because Indonesia is rich in <br /> <br /> its culinary resources and Indonesia is able to enter the international market, set marketing strategy for <br /> <br /> culinary products of West Java in entering International Market, knowing Strategy of SME in West Java <br /> <br /> for Rasa Khano so it can be done bencmarking. <br /> <br /> This analysis attempts to use benchmarks by conducting semi-structured in-depth interviews selected using <br /> <br /> snowball sampling. This research uses qualitative research, the researcher will then ask the respondents by <br /> <br /> interviewing 10 West Java SMEs that have entered the international market, Data obtained from the <br /> <br /> Department of Trade and Industry (Disperindag) and from the Chamber of Commerce and Industry <br /> <br /> (KADIN) West Java. The result of this study is that the researchers found the right marketing strategy for <br /> <br /> Rasa Khano,The first stage should be prepared by Rasa Khan to sell their product overseas , Business <br /> <br /> analysis for Rasa Khano, and know the target market abroad which is the target market outside the range <br /> <br /> Rasa Khano.