TA DIGITAL
Perluasan Pasar Ekspor Produk Garden Furniture Pada CV Kayu Perkasa Raya Juwana
The aims of this research are to know the kinds of strategy used by CV. Kayu Perkasa Raya Juwana for export market expansion as well as the market area and potential market and to identify strengths, weaknesses, threats and opportunities about export market expansion.
The respondents of the research are 9 (nine) leaders of departments who are influential at the strategy for export market expansion. Sampling technique that is used in this study is purposive non-random sampling. Primary data are obtained from the questioner and the secondary data are quoted from books and other literatures. Meanwhile, the SWOT analysis is used to analyze the data.
The result of the analysis shows that the company stays at quadrant level 1. Quadrant level 1 means that the company has opportunities and strengths to use growth oriented strategy.
From this result it is concluded that the effort of the company to serve the ASEAN- CHINA market is by applying the export marketing mix. The company truly, can realize the export market expansion based from quadrant level 1 that shows the company to stay at the advantage position. It is recommended that the company can use the aggressive strategy by giving and increasing the promotion, so the prospective buyers can learn to know about CV. Kayu Perkasa Raya Juwana.
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