Strategic marketing of Surya Mas Co: penetrating the handicrafts market in the Netherlands

Ibrahim, Linda Kartika (2005) Strategic marketing of Surya Mas Co: penetrating the handicrafts market in the Netherlands. Bachelor thesis, Petra Christian University.

Abstract

Surya Mas Co. is a growing handicraft producer that has become a major supplier for other Indonesian handicraft exporter. After 5 years working in the local market, Surya Mas Co. has now dedicated to learn the potential of entering the International market through the Netherlands market, which is the most important transportation hub in Europe. This dissertation is structured into three main parts, which are the analysis, the decision making and the recommendation. On the analysis part, the writer will analyze both the company?s internal condition to understand the company?s readiness on entering international market, and the external analysis, to understand the Netherlands market condition for gifts and decorative article (handicraft). Through this analysis, the writer will then match the strengths and weaknesses of the company with the opportunities and threats in the market, in order to give basic marketing decision for the company, such determining the target market and business scope. Afterwards, 4 B?s marketing mix tool will be used to recommend product, price, place, and promotion strategy for Surya Mas to market the product to the targeted market.

Actions (login required)