Promotion Strategy in the Development of National Exports

Budi Setiawan; Iwan Kurniawan; Laksmi Fitriani; Shanaz Tashya Aisyah

doi:10.2991/978-2-38476-104-3_41

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Promotion Strategy in the Development of National Exports

Authors

Budi Setiawan¹^{, *}, Iwan Kurniawan¹, Laksmi Fitriani¹, Shanaz Tashya Aisyah¹

¹Lembaga Administrasi Negara, Politeknik STIA LAN Bandung, Bandung, Indonesia

^*Corresponding author. Email: budi.setiawan@poltek.stialanbandung.ac.id

Corresponding Author

Budi Setiawan

Available Online 29 September 2023.

DOI: 10.2991/978-2-38476-104-3_41 How to use a DOI?
Keywords: Promotion Strategy; SWOT Analysis; Development Introduction
Abstract: Currently, product competition in the global market is getting tougher. This is supported by increasingly sophisticated technological developments in making highly competitive products. A promotional strategy is needed to reach export destination countries for Indonesian products to compete in the global market. The Directorate General of National Export Development (Ditjen PEN) is in charge of implementing the policies of the Indonesian Ministry of Trade in the field of national export development. This study aims to determine how the strategies that must be carried out by the Directorate General of National Export Development in developing national exports. This study uses a qualitative research approach. Data collection techniques, namely, interviews with 5 informants, observation, and documentation studies. The validity of the data carried out by researchers is by source triangulation. The data analysis method used by the researcher is the SWOT analysis. The results of the data analysis and discussion research show that the position of the Directorate General of National Export Development is in quadrant I, namely “Growth & Build” determined using internal and external matrices. Thus, alternative export development strategies can be carried out by the Directorate General of National Export Development: Market Penetration, Market Development, Product Development, and Integration.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the Fourth International Conference on Administrative Science (ICAS 2022)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 29 September 2023
ISBN: 10.2991/978-2-38476-104-3_41
ISSN: 2352-5398
DOI: 10.2991/978-2-38476-104-3_41 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Budi Setiawan
AU  - Iwan Kurniawan
AU  - Laksmi Fitriani
AU  - Shanaz Tashya Aisyah
PY  - 2023
DA  - 2023/09/29
TI  - Promotion Strategy in the Development of National Exports
BT  - Proceedings of the  Fourth International Conference on Administrative Science (ICAS 2022)
PB  - Atlantis Press
SP  - 424
EP  - 438
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-104-3_41
DO  - 10.2991/978-2-38476-104-3_41
ID  - Setiawan2023
ER  -

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