Strategi Pemasaran Ekspor Ke Jepang

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11/24/2010

STRATEGI PEMASARAN EKSPOR KE JEPANG
Klik om het opmaakprofiel van de modelondertitel te bewerken

Disampaikan oleh :

Dika Rinakuki

BALAI BESAR PENDIDIKAN DAN PELATIHAN EKSPOR INDONESIA BADAN PENGEMBANGAN EKSPOR NASIONAL DEPARTEMEN PERDAGANGAN 2010

RENCANA EKSPOR

MISI & VISI

AUDIT EKSPOR

STRATEGI PEMASARAN

RENCANA PEMASARAN

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FLOW OF EXPORT MARKETING PLAN

Basic Products

Export Audit

SWOT Analysis

Product Assessment

Marketing

Marketing Approach

Export Marketing Plan

Market Entry Strategy

STRATEGI PEMASARAN EKSPOR
• Product • Price • Place / Distribution • Promotion

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CHOICES TO BE MADE
• The correct product • The suitable packaging • The most convincing identity, with a strong uniqueness • The best positioning among the most potential target segment • The best price level

CHOICES TO BE MADE
(Continued)
• Selecting the right distribution channel for the product • Selecting the most suitable Trade Partner to handle the product • The most effective promotional activities

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OPPORTUNITY 1

OPPORTUNITY 2

OPPORTUNITY 3

Strategy SWOT dan PMC
STRENGTH 1 STRENGTH 2 STRENGHT 3 WEAKNESS 1 WEAKNESS 2 WEAKNESS 3

THREAT 1

THREAT 2

THREAT 3

STRATEGI PRODUK
• Pasar manakah dan Segmen manakah yang tepat ? • Produk dan Kemasan yang adaptif terhadap kebutuhan dan keinginan pasar : – Product Differentiation – Product Modification – Product Development Strategi Kombinasi Produk dan Pasar (Product Market Combination / PMC)

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Product Assessment
BASIC PRODUCT
Product Development : Modification Differentiation Performance

Product Research : Market requirements, Country’s regulation, Kind of products, Product detail specification, Type of process/handling required, Packaging required, Certificate requirement, etc.

DEVELOPED PRODUCT

Strategi Harga
• Penetapan harga – Mekanisme harga – Strategi harga – Standar Profit • Sistem Discount • Distribusi harga di setiap rantai pemasaran • Terms pembayaran • Termin pembayaran

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Strategi Distribusi
• Cakupan Target Pasar • Rantai distribusi • Distribusi harga di setiap rantai pemasaran • Transportasi • Partner dalam Distribusi • Perjanjian dagang dg partner

CHANNELS OF DISTRIBUTION
PRODUCER / PRODUSEN

TRADER / PEDAGANG PERANTARA

EXPORTER (TRADING COMPANY)

IMPORTER (TRADING COMPANY)

DISTRIBUTOR WHOLESALER / GROSIR RETAILER

CONSUMER / KONSUMEN

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Strategi Promosi
• • • • • • Merk / label private Promosi melalui Website Iklan / publikasi Misi dagang / Pameran Brosur Contoh Produk

Note : Ketersediaan budget perlu diperhatikan

STRATEGI PROMOSI
Promotional approach B2B approach Through Government institution / Intl. Org. : NAFED, JETRO, CBI, Optima, Asean Centre Visiting Representative office in Indonesia Exhibition, Trade Fair, Trade Mission, In shop promotion Local Distributors, Agent, Shop/Store Promotion Tools Quotation letter Company profile Leaflet/Brochure Prototype/sample Photo Website Special link for Campaign program Advertisement

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PRODUCT MARKET COMBINATION • Right Product • Right Price • Right Place / Distribution Channel • Right Promotion +

4 P+

• Right Partner

Marketing MIX in MARKET ENTRY STRATEGY
Selected Product, Segment, Positioning Selected price Market Target, Selected Distribution Channel (incl Partner) Promotional Approach and Tools

• • • •

Product Price Place Promotion

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USEFUL INFORMATION of JAPAN’S MARKET

MARKET CHARACTERISTICS
Standar kualitas : sedang-tinggi Keseragaman produk : tinggi (ukuran, bentuk, warna) Level harga : sedang-tinggi Standar produk : Food Safety Basic Law, Food Sanitation Law, Japan Agricultural Standards Law, and Health Promotion law & regulasi lainnya (http://www.jetro.go.jp/en/reports/regulations/) • Tingkat standar Sanitasi & Karantina : Tinggi •...
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