MARKET ENTRY STRATEGY FOR INDONESIA AGRICULTURE COMMODITY TO THE MIDDLE EAST AND AFRICA (MEA) AS THE NON-TRADITIONAL EXPORT DESTINATION (CASE STUDY: INVESTMENT OF INSTANT NOODLE FACTORY IN NIGERIA BY INDOFOOD GROUP)

• Main Author: Ayudia Erwin, Dini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63822
• Institution: Institut Teknologi Bandung

According to Badan Pusat Statistik (BPS) report, Indonesia's economic quarter 2020 year on year (y-on-y) decreased by 2,19%. However, compared to other industries, agriculture sector is among the top five industries that contribute positive growth to Indonesia economic. This data shows that agriculture commodity has the potential to generate additional revenue for Indonesia. Meanwhile, the top ten main trading partners of Indonesia do not include any single of the Middle East and Africa countries. Even though, MEA is home to more than 1,4 billion people throughout 69 countries, with 19 countries classified as middle-income countries according to World Bank (2019). The case study “Investment of Instant Noodle Factory in Nigeria by Indofood Group” provides another perspective that Indonesia agricultural commodities can be transferred to foreign countries through joint venture marketing entry mode because Indofood provides added value to the final product. Meanwhile, in general, Indonesian agricultural commodities do not require further processing, therefore the most suitable marketing strategy to enter foreign markets is indirect export strategy.