PROPOSED BUSINESS STRATEGY FOR A NEW INTERNATIONAL TRADING COMPANY (STUDY CASE: GREAT FRESH ASIA)

• Main Author: Maura Sabilla, Dipty
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62840
• Institution: Institut Teknologi Bandung

Indonesia is known as an agrarian country with abundant natural wealth. Agricultural products in Indonesia were oversupplied, meanwhile, market demand for agricultural products overseas is vast. Great Fresh Asia is a company that exports agricultural in SMEs. This research has three main objectives, those are proposing Great Fresh Asia for its business approaches based on the current condition, and suggesting marketing strategy for Great Fresh Asia as a new business in international trade To answer out the research questions, the assessment is done by analysing external and internal conditions. External analysis is done by PESTEL Analysis and Porter’s Five Forces Analysis. Then the internal analysis is concluded by VRIO Analysis, STP Analysis and SWOT Analysis. Then, qualitative interview is conducted with three interviewees who are involved in international trading. Furthermore, to find out business solutions this research uses Strategy Diamond Model, TOWS Matrix, AIDA+R Analysis and Sales Funnel Analysis. To respond the current conditions, the company must be approaching importers directly, focus in certain area which have international trade agreement, and providing nutrition fact in product catalogue to strengthen company’s values, building good relationship with partners, prioritizing suppliers who have the lowest cost of delivery, and open to any opportunities and products to sell, product price lock in certain quantity and strong quality control. Finally in order to keep good relationship to customers the company may offer