Strategy Development

Dika Rinakuki
 Mission / Vision

The Export Audit

The Market Entry Strategy  Strategy

Development

The Export Marketing Plan

EXPORT AUDIT
• COMPANY AUDIT
• MARKET AUDIT
(Market Research / Trade Partner Issues)
• BUSINESS ENVIRONTMENT AUDIT

Product Market Combination (PMC)

 Strategy Development

Strategy is :
• An informed planning and execution process
through which a company delivers against its
vision and shareholder mandate.
• Whilst the vision of the company comprises of
what needs to be achieved, strategy is the
how it will be achieved.
• Strategy is implemented through tactical
action plans or operational plans. 
START WITH SOME QUESTIONS :
• Who are you going to target ?
• What do you want to sell them ?
• Where are they located ?
• When will you approach them ?
• Which are the appropriate target
personnel ?
• Why would they want to meet with
you ?
• How will you reach them ?
 SOME RELEVANT QUESTIONS in
EXPORT BUSINESS

• What are the products that we could export ?

• Can the product meet the market requirements ?
• Is the company ready ?
• What are the Market want on that products ?
• How are the competitions ?
• How to compete in the market ?
• Can we meet the demands ?
• What are the trends in the markets ?
• Can we meet the market access requirements ?
 SOME KEY WORDS
• products
• market requirements
• company readyness
• market competitions
• market demands
• market trends
• market access requirements

PMC
The NEED :

• To determine where we are strong and

which weaknesses should be improved
• To determine where the opportunities are
in the markets and which countries offer
the best opportunities. Which threats do we
see in those markets and how to deal with
them

SWOT ANALYSIS
SWOT ANALYSIS

• to know who we are

• to assess the risk
• to make the right
strategic choice
 ANALISA SWOT

• Hasil Analisa SWOT

 Inventarisasi kekuatan, kelemahan,
peluang dan ancaman yang dimiliki.
 Inventarisasi kompetitor
 Rencana Pengembangan kekuatan
dan peluang yang dimiliki
 Rencana Antisipasi terhadap
kelemahan dan ancaman yang ada

• Analisa SWOT akan membantu mengenali

jati diri dan mempersiapkan diri menghadapi
pasar
 SWOT ANALYSIS

Strength Weakness
Kekuatan Kelemahan

Opportunity Threat
Peluang Ancaman
 SWOT ANALYSIS

• Strengths
• Weaknesses
• Opportunities
• Threats

• S & W relates to the company audit and whether the

sector in Indonesia can compete with other
Countries
• O & T relates to the market audit
Strengths & Weaknesses
(Internal / Company Audit)

– Objective analysis
– Self Assessment
– Benchmark

What should be analyzed ?

Strengths & Weaknesses
(Internal / Company Audit)

• Product (Capacity, Flexibility,

Quality, etc.)
• Organization (who will do
what, how does the staff
quality)
• Company support (financial,
logistic, etc.)
Opportunities & Threats
(External)
How is the
Market ?

Market Analysis

Market
Research
 Opportunities & Threats ?
(External / Market Audit )

• Which markets provide the best

opportunities for which products?
• Reasons why?
• Which threats do we see in those
markets? (E.g. increased
competition, oversupply, stricter
regulations, long distance to
markets)
 Business Environment Audit
(Indonesian perspective)

• EU trade agreements with Indonesia

(preferential rates, tariff exemption, etc.)
• Exchange regulations
• Logistic (port facilities, internal transport,
custom procedures)
• Risk Management (exchange regulations,
rates of exchange, payment facilities,
banking procedures)
 SWOT Analysis (example)

Strengths Weaknesses
• Product quality Lack of export skills
• EU certification Financially support
• Low cost Volume restrictions
• unique variety Distance to market

Opportunities Threats
• Growing market Stricter regulations
• Growing on Health Financial Crisis in EU
concern
 SWOT ANALYSIS
RESULT
• who we are (capabilities to export to the
markets
• where will we be (target markets in the world)
• what we should do (which products: Product
market combination (PMC)
• when we should do (timing of market entry)
• how we do (market entry strategy)

Market Entry Strategy

Market Entry Strategy

• Product strategy
• Pricing strategy
• Distribution strategy
• Promotion strategy
 Steps to take

Export SWOT
Audit Analysis

Market Entry Marketing

Mix Strategy
Strategy
4P
•Product
•Price
•Place
Export Marketing •Promotion
Plan
 Marketing MIX in
MARKET ENTRY STRATEGY

 Selected Product,
Segment, Positioning
• Product  Selected price
• Price  Market Target,
• Place Selected Distribution
• Promotion Channel
 Promotional Approach
and Tools
Possible assignment

Suppose you want to introduce

your products on the German
market. Describe the steps you
are going to take to introduce your
products on the German market.