PROPOSED MARKETING STRATEGY FOR INTERNATIONAL MARKET EXPANSION ( CASE PT BRODO GANESHA INDONESIA EXPORT TO JAPAN)

• Main Author: Safira Faizal, Fadhila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63624
• Institution: Institut Teknologi Bandung

The footwear industry plays an increasingly important role in Indonesia's manufacturing sector. Indonesia was the sixth-largest exporter of leather footwear in 2019-2020, accounting for 4.6 percent of worldwide exports worth US$2.2 billion. This data alone has given a positive inclusion for PT Brodo Ganesha Indonesia to expand beyond its borders. Covid-19 definitely has an effect on many businesses including the shoe industry. Brodo has also been affected with the sales being stagnant throughout 2020 to 202. Brodo has attracted a Japanese distributor who wants to import the product to Japan and sell it in the Japanese Market. Despite having a plan for its Japan extension, Brodo does not yet know which target market the shoes will be marketed to or how the Japanese market will react to the shoes in order to begin developing its business strategy for its Japan development. As a result, Brodo must get a deeper understanding of the Japanese market in order to better adapt its product and thrive in its global expansion. This research's primary data collection is using qualitative research methods, while secondary data will be collected from internal reports, organization website, Article, Journals, and books. After collecting the data, this research analyzes the internal and external analysis. Value Chain & Supply Chain Analysis, Resource Based View, and the VRIO Framework, businesses' internal environments evaluate the tools that allow them to utilize resources, which may be converted into company strengths and weaknesses. PESTEL Analysis, Porter's Five Forces, Competitor Analysis, In-Depth Analysis, and Customer Analysis will be used to analyze opportunities and risks in the external environment.