TA DIGITAL
Pelaksanaan Strategi Generik Dalam Menghadapi Persaingan Di Pasar Internasional Pada CV Kalika Intergraha Semarang
In this globalization era, which many kinds of product are produced to fulfil need of human lifestyles. And it causes competition between companies. Therefore, a company has to be more selective in determining product type and prepare strategy to be competitive in the business world. CV Kalika Intergraha Semarang is one of furniture companies in Semarang. In facing the international market competition, it uses generic strategy that is used to defend market share in international markets.
The purposes of the final project are to know the performance of generic strategy of the company in face competition in international market and to know develop of sale volume export of CV Kalika Intergraha Semarang.
The method of writing this final project was descriptive and the methods of data collection are observation, interviews, and literature review.
The results shows that CV Kalika Intergraha Semarang, in doing generic strategy uses the differentiation strategy strategy approach. The company also combines these strategies with marketing mix including product strategy, distribution strategy, pricing strategy and promotional strategy. Develop of sale volume export of year 2006 up to year 2009 continuing to experience of improvement.
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