Documente Academic
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MARKETS
Group 8
Nugraha Ngesti Wibowo
Suhartanto
Vina Octaryna
Deciding on the
marketing organization
Deciding Whether to Go
Abroad
Better profit opportunities
Needs a larger customer
Reduce dependence on one
market
Counterattack global
competitors
Customers are going
abroad
No regular
export
activities
Export via
independent
agents
Establish
sales
subsidiaries
Establish
production
facilities
abroad
The
sprinkler
approach
Income &
Population
Product &
Geography
Political
Climate
India
Russia
South
Africa
ASEAN
APEC
NAFTA
MERCOSUL
European
Union
Desired Country
Characteristics for Market Entry
Rank high on
market
attractivenes
s
Rank low in
market risk
Possess a
competitive
advantage
Five Modes of
Entry into
Foreign
Markets
Indirect Exporting
Two advantages:
Licensin
g
Joint
Ventures
Direct
Investm
ent
Globally Standardized
Marketing Pros & Cons
Advantages
Disadvantages
Economies of scale
Brand Consistency
Differences in environment
Cultural Dimensions
Product features
Labeling
Colors
Materials
Sales promotion
Advertising media
Brand name
Packaging
Advertising execution
Prices
Advertising themes
Levels of Product
Adaptation
Production of regional product
versions
Production of country versions
Production of city versions
Production of retailer versions
Price Choices
The Marketing
Organization
Export Departments
International Divisions
Global Organization
INDOMIE
1971
Indofood
established as PT.
Panganjaya
Intikusuma
1972
Indomie first
appeared as the first
instant noodles in
Indonesia
1990
Establish a joint
venture with SevenUp Netherlands BV
(51:49), an affiliate
company of PepsiCo
Inc. to enter the
snack food industry
(the joint venture
has been transferred
to ICBP in 2010 as
part of the
restructuring of the
Group CBP)
1994
Renamed become
PT Indofood
Sukses Makmur
Tbk
1995
Acquired Bogasari
1997
2004
Acquired 60%
stake in the carton
packaging
company.
2005
Formed a joint
venture with Nestl
SA for marketing
culinary products.
2006
Acquired 55.0%
stake in shipping
company, Pacsari
Pte. Ltd. ("Pacsari").
Acquired several
companies
plantation in West
Kalimantan.
HISTOR
Y
ABOUT
INDOMIE
1982
Fried noodlea were first made, Fried noodles now sold
in more than 50 countries worldwide.
2011
Indofood produces about 11 billion packs of instant
noodles for the domestic and export markets.
Indomie is ranked number 1 and 2 in Ramen Rater Top
Ten Instant Noodles.
Indonesian distinctive flavor can be so universally
accepted.
INDOMIE
PENETRATION
IN NIGERIA
Target Market
Selection
Nigeria is a country that
has the highest score in
the per capita income
aspects, population,
competition, and political
risk compared to other
countries in Africa that
Indomie decided to make
Nigeria as an export
destination and joint
ventures with companies
Dufil.
NIGERI
A
Economy
Analisis
StrengthNigeria Food Industry SWOT
Weakness
With a rapidly increasing
population, Nigeria has the
dynamic potential consumers
The increasing purchasing power
of the middle class will increase
the food industry
Nigeria produces a number of
local primary agricultural crops
and the fourth largest in the
world cocoa farmers.
Opportunities
Threat
SWOT
Choosing
The Mode of Entry
Market size and growth:
2013 consumption of instant
noodles for 350K-400K
tons / yr
Indomie: 200K tons / yr
market share of 70%
Internal Resources, Assets,
and Capabilities : 90%
materials product take from
Nigeria
EXPORTING
In 1988
JOINT VENTURE
Geography
Digital services
Distribution
Energy
FMCG
Infrastructure
Paper
Real estate
Textile
Estonia
Ghana
Indonesia
Nigeria
Singapore
1988
2012 awarded
'Most Trusted
Brand'
in Nigeria
Currently
controls + 70%
market share
Growth per year
40%