通过评估进入全球市场的出口潜力设计腰果营销战略(Ciputat 的 Tini 夫人中小微企业案例研究)

Thiersyanda Revikhansyah
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引用次数: 0

摘要

本研究旨在确定市场拓展机会,并解决 Kacang Mete Bu Tini 微小中型企业在向马来西亚和泰国出口 HS 编码 080132 的新鲜或干去壳腰果时面临的行政障碍。Kacang Mete Bu Tini 的中小微企业因缺乏质量证书、原产地证书等基本出口文件而遇到重大行政障碍。这些障碍减缓了市场拓展速度,降低了产品在国际市场上的竞争力。通过显性比较优势(RCA)分析进行的研究表明,印尼腰果在马来西亚和泰国市场具有显著的比较优势,在马来西亚的 RCA 值达到 3.318911,在泰国达到 2.556656。RCA 值大于 1 表示在这两个市场都具有比较优势。在竞争优势方面,马来西亚处于 "后起之秀 "地位,出口市场份额每年增长 0.281030%,腰果市场每年增长 0.180204%。相比之下,泰国处于 "后退 "位置,出口市场份额年增长率为-0.509915%,腰果市场年增长率为-0.009638%,这表明需求下降,出口表现不尽如人意。结论是,马来西亚是腰果布蒂尼中小微企业更合适的出口目的地,因为它的RCA值更高,市场地位更有利。卡昌腰果布蒂尼中小微企业需要及时完成必要的行政文件,以提高产品竞争力,扩大出口市场。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Design of Cashew Marketing Strategy Through Evaluation of Export Potential to Enter the Global Market (Case Study of Mrs. Tini's MSMEs in Ciputat)
This study aims to identify market expansion opportunities and address the administrative barriers MSMEs Kacang Mete Bu Tini face in exporting fresh or dried shelled cashew nuts with HS Code 080132 to Malaysia and Thailand. MSMEs Kacang Mete Bu Tini encounter significant administrative obstacles due to the lack of essential export documents such as quality certificates, certificates of origin, etc. These obstacles slow the market expansion and reduce the product's competitiveness in international markets. The research conducted through Revealed Comparative Advantage (RCA) analysis shows that Indonesian cashew nuts have significant comparative advantages in the Malaysian and Thai markets, with RCA values reaching 3.318911 in Malaysia and 2.556656 in Thailand. An RCA value greater than one indicates a comparative advantage in both markets. Regarding competitive advantage, Malaysia holds a "Rising Star" position with an annual export market share growth of 0.281030 percent and a cashew market growth of 0.180204 percent per year. In contrast, Thailand is in a "Retreat" position with an annual export market share growth of -0.509915 percent and a cashew market growth of -0.009638 percent per year, indicating a decline in demand and less satisfactory export performance. The conclusion is that Malaysia is a more suitable export destination for Cashew Nut Bu Tini MSMEs, given the higher RCA value and more favorable market position. MSMEs Kacang Cashew Bu Tini needs to promptly complete the necessary administrative documents to enhance product competitiveness and expand export markets.
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