Exporting Indonesian specialty cacao to Europe : An export marketing plan for KSS Cooperative
Samosir, Marselina Tioria Mentari (2023)
Samosir, Marselina Tioria Mentari
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053015742
https://urn.fi/URN:NBN:fi:amk-2023053015742
Tiivistelmä
The cacao business has been developing as a consequence of the increasing demand for products containing cacao. Indonesia is the sixth largest cacao producer in the world and most of the producers are small-holders who are organized in farmers-owned cooperatives. Kerta Semaya Samaniya (KSS) is a cooperative that encourages cacao farmers in Jembrana, West Bali, to increase the quality by fermenting cacao beans before selling them. Unfortunately, in KSS cooperative there is no person holding particular roles such as CMO or marketing manager in handling marketing matters. In fact, marketing is an important aspect in order to survive in the business and moreover to achieve business goals.
The purpose of this thesis was to develop a marketing plan for KSS to enter a new market in Europe. This thesis summarized the B2B marketing planning and export marketing planning process based on relevant literature, gathered and analyzed required data to establish the marketing plan for the cooperative, and developed a strategic marketing plan for the KSS cooperative with the objective of market development. The cooperative has been exporting its products to France, the Netherlands, Belgium, Japan, and the United States of America. Hence this B2B marketing plan explores the way of exporting current products to a new market in Europe.
After the review of the marketing planning, export market decision and export marketing planning, the relevant data of KSS and European markets were gathered. The data was collected by interviewing the cooperatives and a local NGO that facilitates the cooperative, as well as regarding communication with international buyers. Market data was gathered from secondary data through articles and relevant statistics. Market opportunity of four countries were analyzed, Switzerland, the United Kingdom, Italy, and Spain. Then, Spain was selected as a new market for KSS’ current products. The result of this thesis is a three-year plan as an output of the export marketing planning process which included a first-year detailed implementation program.
The purpose of this thesis was to develop a marketing plan for KSS to enter a new market in Europe. This thesis summarized the B2B marketing planning and export marketing planning process based on relevant literature, gathered and analyzed required data to establish the marketing plan for the cooperative, and developed a strategic marketing plan for the KSS cooperative with the objective of market development. The cooperative has been exporting its products to France, the Netherlands, Belgium, Japan, and the United States of America. Hence this B2B marketing plan explores the way of exporting current products to a new market in Europe.
After the review of the marketing planning, export market decision and export marketing planning, the relevant data of KSS and European markets were gathered. The data was collected by interviewing the cooperatives and a local NGO that facilitates the cooperative, as well as regarding communication with international buyers. Market data was gathered from secondary data through articles and relevant statistics. Market opportunity of four countries were analyzed, Switzerland, the United Kingdom, Italy, and Spain. Then, Spain was selected as a new market for KSS’ current products. The result of this thesis is a three-year plan as an output of the export marketing planning process which included a first-year detailed implementation program.