MARKETING CAPABILITY OF EXHIBITORS IN TRADE EXPO: 3 TYPES OF EXHIBITION IN INDONESIA

• Main Author: Nadia Nauli, Febri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40874
• Institution: Institut Teknologi Bandung

Export are trading by issuing goods from inside to outside the Indonesian customs area and fulfil the provisions applicable. For the development of the Indonesian economy, the export-import transaction is an important economic activity. Exports are useful to expand the market for Indonesia and increase foreign exchange. Katsikeas and Nigel (1993) state that expanded export activity has become necessary for the survival growth and profitableness of the companies. To survive in growth and profitability, businesses need to market and communicate the product effectively. The exhibition is the marketing tool and as the marketing communication for a business to business (B2B) transaction. According to Seringhaus and Rosson (1998) stated that the exhibition/trade show is an effective marketing tool that boosts the firm’s capacity to battle and success with quickly changing the international business environment The official statistics news posted by the Central Bureau of Statistics states that Indonesia's export value in January 2018 to April 2019 is not stable, up and down and tends to decrease in every month. A drastic decline occurred in June 2018. This low export value can happen because of many factors and barriers. The barriers come from internal and external. Export barriers have prevented export performance. The one of internal barrier that influences low exports might be the lack ability of exhibitors/exporters in marketing capability. The key attention in international marketing is whether the marketing approach needs to standardise (Henry F.L 2007) or adapt to the foreign market's situation (Aron O'Cass & Craig C. Julian 2003). That’s all talk about marketing capability. There are many kinds of exhibitions for doing the export. In every exhibition, there are differences in it. The difference of exhibition is categorized based on the level of marketing capability based on exhibition coverage according to the study by Morgan et al. (2018). This research aims to study more about how the marketing capability of exhibition exhibitors in marketing the export product of Indonesia and find whether the marketing capability in 3 types of exhibitions are same and if there are, where the differentiation of the exhibitors’ capability in exhibition type I, II and III. The respondents are exhibitors in 3 type of exhibitions, which are Trade Expo Indonesia, Indonesia Modern Agriculture Expo and Indonesia Food Exhibition. This research used quantitative data which were gathered from primary data. The primary data were gathered from the information that obtained by questioning respondents through survey. This research also used secondary data. The secondary data will gather from internet sources / website observation related to this research. The data will include the data about the exhibition which also consist the buyers, exhibitors, the variety of products and all information about the exhibition. The Indonesia export value will utilize from website of Central Bureau of Statistics of Indonesia in the same period of Janury 2018 – April 2019 with monthly frequency. In this research, coding has been done before conduct the Anova test. The researcher applied the ANOVA analysis and Descriptive analysis as the methodology. The result showed that the marketing capability in 3 exhibitions are different. TEI has a higher score than IMAE and IFE. There are significant differences in the average marketing capability based on the three types of exhibitions, and each of the exhibitions doesn't have a similarity of marketing capabilities. The capabilities that should be fixed and improved by exhibitors in TEI are the management of stores abroad and pricing. IMAE exhibitors should fix and improve e-commerce marketing. Moreover, the capability that exhibitors in IFE should fix and improve is the transformation of marketing channels in time. Moreover, TEI as the international coverage exhibition has the STRONG capability in all levels of capability in international marketing that classified by Morgan (2018). Then, IMAE as the domestic coverage exhibition has the MEDIUM capability in all levels of capability in international marketing. Moreover, IFE as the local coverage exhibition has the MEDIUM capability in lower-level and POOR capability in mid-level and high-level of capability in international marketing. It can be an evaluation for exhibitors itself to improve that capability better and al