TA DIGITAL
implementasi strategi bersaing CV. Roda Jati Semarang dalam menghadapi persaingan industri ekspor furniture di Semarang
Competitive strategies are the very important thing which have been applied by each company to face the global competition in exporting commodities especially in furniture industry. CV Roda Jati Semarang is a furniture company that has been existing in international market of furniture so far. It has been implementing the competitive strategies.
The purposes of this final project report are to know what competitive strategies which had been used by CV Roda Jati Semarang, how the implementation of that competitive strategies and how the implementation of increase export competitiveness which had been performed by CV Roda Jati Semarang.
The data were collected by doing observation at CV Roda Jati Semarang, interviews with the management division of the company, and literature preview by searching in internet. This final project report was written descriptively.
The result of the study shows that CV Roda Jati Semarang used generic strategy with differentiation strategy approach; the implementation was seen in the improvement of the product quality and the innovation of product design. CV Roda Jati Semarang also used generic strategy with focus strategy approach and the implementation was targetting the new market. Moreover, the international marketing strategy that was used by CV Roda Jati Semarang was strategy product, price, promotion, and place approaches, the implementation was done through the improvement of the quality of export product, the use of internet facilities, joined several international furniture exhibitions. Besides that, CV Roda Jati Semarang increased export competitiveness by doing good services to buyers, and improving the equipments that were used in the production process.
If is concluded that CV Roda Jati Semarang can keep their existence in international market of furniture by implemented that competitive strategies. They also can increase the export competitiveness in furniture industry.
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