TA DIGITAL
Strategi Bertahan Produk Ekspor Furniture Pada PT Kudus Karyaprima Kudus
The purposes of this final project report are to explain the survive strategy in a business that is experiencing a decline in sales and to describe the strategy of PT Kudus Karyaprima to look for a new market. The data were collected by doing observation, interview at PT Kudus Karyaprima, library study and on line. This final report is written descriptively. The result of the research shows that to maintain of the product in the international market PT Kudus Karyaprima applies moving defense strategy, product design which is appropriate with buyer, providing product quality with teak and giving guarantee to product sale. While to get new market, PT Kudus Karyaprima uses product innovation strategy and market follow strategy. The conclusion of this final report is, in maintaining their products decline in sales, they use a defense strategy to move as a form of defense and create attractive products, PT Kudus Karyaprima also still use raw materials from teak for their products, then give the guarantee to the buyer as a form of after sales responsibility. The company always improves product innovation to enter new markets by introducing improvements in product attributes. PT Kudus Karyaprima also use market follower strategy as an effort to reach new markets by following the current trend of products.
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