PROPOSED GLOBAL STRATEGY ESSENTIAL VETIVER OIL TO SWITZERLAND FOR FURTHER EXPANDING MARKET (CASE STUDY PULUS WANGI)

• Main Author: Nur Fathurodin, Ahmad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67273
• Institution: Institut Teknologi Bandung

There are only three countries that produce vetiver oil in the world: Indonesia, Haiti and Borboune (reunion island). In Indonesia, the producer of vetiver oil is only in Garut Regency, West Java Province. most of the vetiver oil products are exported for use in the perfume, cosmetic and pharmaceutical industries. Pulus Wangi as one of the essential vetiver oil producers in Garut has succeeded in marketing its products in the domestic, regional, and international markets to several countries which are intermediaries for later in the destination country market. Switzerland was selected as the target market for the destination country based on the growth in demand for vetiver essential oil every year. Switzerland has a bilateral trade agreement with Indonesia (IE – CEPA) so that it will simplify the export trade transaction process. To be able to enter the essential oil market in Switzerland, Pulus Wangi requires the right strategy, which is influenced by the condition of the company and the condition of the destination country which is formulated through a global strategy that is in accordance with the entry mode strategy. This research was conducted by looking at several internal and external indicators. External analysis is carried out using the PESTEL method to determine macro conditions in the destination country. Internal analysis uses Porter's Five Forces to measure the analysis of the level of competitiveness in the industry and helps formulate Global Market Strategies and Entry Modes that are suitable for Pulus Wangi conditions. Regarding market conditions in the destination country, technical and regulatory, export is the most appropriate strategy of entry for Pulus Wangi to enter the Switzerland market. The Global Standardization Strategy is recommended as a Global strategy to be implemented at Pulus Wangi.