A Case Study of Marketing Strategy on Textile Industry in Indonesia

• Main Author: Ignatius Aditya Prabawa
• Other Authors: Day-yang Liu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/45257691361127086113

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === Textile industry plays an important role for Indonesian economy. For many years Indonesia has been one of the largest textile exporters in the world. However, despite the growing demand for textile products worldwide, Indonesian textile companies are losing their market share in the global textile markets. This study discovered two main reasons: (1) Growing competition from overseas manufacturers, especially low cost producers in China and Vietnam. With 37.8% global market share, China is the largest textile exporter in the world. While Vietnam has become the fastest growing textile exporter, with annual growth rate of over 7.5%. (2) Ineffective marketing strategy employed by Indonesian textile companies. This study examines the current situation of Indonesian textile industry with respect to the present international competition. The main research methodology of this study is a case method on an Indonesian textile manufacturing company. The case study investigates the current marketing strategy employed by the company and discovered the lack of proper marketing strategy for the present competitive environment. Therefore, the main focus of this study is to propose a new marketing strategy based on the present external environment and internal company condition. Utilizing the Marketing Strategy Planning Process framework, a new marketing plan was proposed using the following steps: 1. Analysis on external environment, customer needs, company objectives and resources, and competitors. 2. SWOT analysis. 3. Market segmentation and targeting. 4. Product differentiation and positioning strategy. 5. Developing marketing mix for the target markets.