STRATEGI PEMASARAN EKSPOR KARPET CV.NATURAL PALEMBANG KE KAWASAN EROPA

HARTATI, HARTATI and Alfatih, Andy and Tamsyah, Indra (2023) STRATEGI PEMASARAN EKSPOR KARPET CV.NATURAL PALEMBANG KE KAWASAN EROPA. Undergraduate thesis, Sriwijaya University.

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Abstract

The value chain describes the complete range of activities that companies and workers perform to bring a product from conception to final use and beyond. Global Value Chain participation is one of the indicators most widely used to measure the spread of production processes in various countries. Participating in the Global Value Chain can increase added value in the goods and services industrial sector. CV NATURAL Palembang is a manufacturing company that produces carpets or interiors that has marketed its products internationally. This study aims to explain how the marketing strategy in exporting carpets carried out by CV NATURAL Palembang for competing in international markets, especially European countries. The approach used in this research is the concept of the global value chain, with the research method using qualitative methods. The results of this study indicate that the marketing strategy for carpet export to the European region carried out by CV NATURAL is quite optimal based on each dimension in the global value chain proposed by Gereffi and Fernandez, the Input-Output Structure, which analyzes CV NATURAL's carpet production activities starting from the supply of raw materials by importing from Ecuador and the Philippines, the carpet production process, and processing until they become final goods and are ready to be distributed and marketed by retailers. Geographical coverage, knowing the area where CV NATURAL's carpet production activities take place both in the local scope, namely Palembang to the European global market scope. Governance, the type of system that takes place in CV NATURAL is modular and buyer-driven, where CV NATURAL carpet production depends on consumer or retailer demand. Upgrading, in which CV NATURAL improves its products by adding value to the raw material of abaca fiber so that it becomes a carpet that produces added value thereby increasing interest and demand from the European market for its products.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ekspor, Eropa, Indonesia, Karpet, Rantai Nilai Global, Strategi
Subjects:	J Political Science > JZ International relations > JZ5-6530 International relations
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Hartati Hartati
Date Deposited:	16 Jan 2023 02:41
Last Modified:	16 Jan 2023 02:41
URI:	http://repository.unsri.ac.id/id/eprint/86243

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