Sustainable Export Strategy of Used Cooking Oil SME in Indonesia

Abstract

This research aims to help company as SME in used cooking oil industry to discover and understand the internal and external conditions, explore their strengths and opportunities, and provide recommendations for the right export strategy to face competition with similar competitors to increase sales. This descriptive research uses primary and secondary data. Primary data is collected by interviewing key persons of the company and secondary data is collected from journals, articles and other relevant professional sources. The data analysis technique used in this research is 7S McKinsey analysis, PESTEL analysis, SWOT analysis, and TOWS Matrix. This study found that the strategy recommendation for SME in used cooking oil is market penetration through digital marketing.