Bachelor of Economics
STRATEGIC MARKETING PLAN
For Exporting Dodol Garut PT. Pusaka to Jordan
Strategic Marketing Management
Edexcel Level 7 BTEC APACD in Management Studies
By:
Ardiansyah Jombat Ismail
June, 2013
PT. Pusaka Background PT. Pusaka produces and markets Dodol since 1970. Dodol is a kind of sweet and its base materials are sticky-rice and rice flour, coconut milk and brown
sugar. During the early seventies Pusaka was a very small home industry. Its first market was only the areas near its factory in Garut, one of a town in of
West Java, and it was selling its Dodol to the sweet and snack shops . Today, Pusaka’s market is the bigger areas Indonesia, such as Garut and other cities throughout Java, Central Java, now owns
Jakarta, Sumatera, Kalimantan, East
Bandung and other regions and cities throughout Indonesia. Pusaka
a big factory and 2 shops in Garut. It produces more than 1 ton of Dodol per day and a total revenue of more than Rp 5 billion per annum. Considering that it manages to sell and distribute its products in many places in Indonesia, the director, Hinda Jafar is planning to expand its market to
Singapore and the Middle East countries. Eventhough Jafar has had an export experience, when he exported his Dodol to Dubai, UAE during the early 2000, but he admitted that they still lack of marketing knowledge and skills to do a pofitable export business. Currently, Pusaka produces only 3 varians of Dodol. The traditional one, with the taste of brown sugar and 2 other varians, with the taste of strawberry and soursop. The price of Pusaka’s Dodol on average is Rp 30,000 per a small box with 24 pieces of Dodol and Rp 60,000 for a bigger box with 50 pcs. In this strategic planning, PT. Pusaka want develop their market to the middle east, focusly to Jordania. PT. Pusaka want to export their product to Jordan because there are a lot of opportunity that can reach by PT. Pusaka for developing their market. COUNTRY PROFILE OF JORDAN Location and
For Exporting Dodol Garut PT. Pusaka to Jordan
Strategic Marketing Management
Edexcel Level 7 BTEC APACD in Management Studies
By:
Ardiansyah Jombat Ismail
June, 2013
PT. Pusaka Background PT. Pusaka produces and markets Dodol since 1970. Dodol is a kind of sweet and its base materials are sticky-rice and rice flour, coconut milk and brown
sugar. During the early seventies Pusaka was a very small home industry. Its first market was only the areas near its factory in Garut, one of a town in of
West Java, and it was selling its Dodol to the sweet and snack shops . Today, Pusaka’s market is the bigger areas Indonesia, such as Garut and other cities throughout Java, Central Java, now owns
Jakarta, Sumatera, Kalimantan, East
Bandung and other regions and cities throughout Indonesia. Pusaka
a big factory and 2 shops in Garut. It produces more than 1 ton of Dodol per day and a total revenue of more than Rp 5 billion per annum. Considering that it manages to sell and distribute its products in many places in Indonesia, the director, Hinda Jafar is planning to expand its market to
Singapore and the Middle East countries. Eventhough Jafar has had an export experience, when he exported his Dodol to Dubai, UAE during the early 2000, but he admitted that they still lack of marketing knowledge and skills to do a pofitable export business. Currently, Pusaka produces only 3 varians of Dodol. The traditional one, with the taste of brown sugar and 2 other varians, with the taste of strawberry and soursop. The price of Pusaka’s Dodol on average is Rp 30,000 per a small box with 24 pieces of Dodol and Rp 60,000 for a bigger box with 50 pcs. In this strategic planning, PT. Pusaka want develop their market to the middle east, focusly to Jordania. PT. Pusaka want to export their product to Jordan because there are a lot of opportunity that can reach by PT. Pusaka for developing their market. COUNTRY PROFILE OF JORDAN Location and
References: 1. www.wikipedia.org 2. Push and Pull Marketing Strategy by http://www.marketing-made-simple.com 3. Achieving growth through product development, A Portakabin case study by www.businesscasestudy.co.uk 4. Chocolate Industry Analysis 2013 5. www.everyculture.com