Vanilla Export Destination Country Selection Strategy in an Effort to Optimize the International Market
(Case Study of Cv. Tanda Sentra Indonesia)
Indonesia is the second largest producer of vanilla in the world. This is because Indonesia produces quality and durable vanilla. The subject of the case study and the main object of this research is CV Tanda Sentra Indonesia, which is a company that produces dried vanilla and works with local farmers under the guidance of the company. CV Tanda Sentra Indonesia has exported to several countries, namely Italy, France and the UK. However, the company still has obstacles in determining export destination countries to be able to cover other countries. Therefore, this study aims to (1) analyze vanilla export destination countries using the PESTEL method, (2) conduct a SWOT analysis of related export destination countries, and (3) identify export strategies in optimizing the vanilla market. The research method used in this study is a qualitative method using PESTEL analysis. For data collection techniques, descriptive methods were used and analyzed using the PESTEL and SWOT methods. Then, weighting was carried out using the SWOT matrix and IFAS and EFAS weighting.
Abreu-Runkel, R. (2020). Vanilla: A global history. Reaktion Books.
Aji, S. (2023). Analisis Penentuan Negara Tujuan Ekspor Kawasan Asia Tenggara dan Asia Selatan dengan Pendekatan Location Quotient. Cendekia Niaga, 7(1), 1–12.
Anggraeni, I., Nurhadi, E., & Widayanti, S. (2020). Ekspor vanili dan pengaruhnya terhadap pertumbuhan ekonomi Indonesia. Agridevina: Berkala Ilmiah Agribisnis, 8(2), 99–114.
Baumgartner, H., & Steenkamp, J. B. E. M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2), 121–137. https://doi.org/10.1016/0167-8116(95)00037-2
Demaria, C. (2020). Introduction to private equity, debt and real assets: From venture capital to LBO, senior to distressed debt, immaterial to fixed assets. John Wiley & Sons.
He, X., Dong, L., Huang, J., & Hu, K. (2021). Agricultural climate change and agricultural economic sustainability based on resource scheduling algorithm. Arabian Journal of Geosciences, 14, 1–19.
Karuniawati, W., Riski, I. M., Latifah, D. Y., Khasanah, N., & Achidsti, A. (2023). Strategi Kebijakan Peningkatan Ekspor untuk Menjaga Kestabilan Pertumbuhan Ekonomi Indonesia. Journal of Public Policy and Administration Research, 8(2), 15.
Kaur, K., Sharma, R., & Singh, S. (2020). Bioactive composition and promising health benefits of natural food flavors and colorants: potential beyond their basic functions. Pigment & Resin Technology, 49(2), 110–118.
Köthke, M. (2020). Implementation of the European Timber Regulation by German importing operators: An empirical investigation. Forest Policy and Economics, 111, 102028.
Laurance, W. F., Sayer, J., & Cassman, K. G. (2014). Agricultural expansion and its impacts on tropical nature. Trends in Ecology & Evolution, 29(2), 107–116.
Lubinsky, P., Romero?González, G. A., Heredia, S. M., & Zabel, S. (2018). Origins and patterns of vanilla cultivation in tropical America (1500–1900): no support for an independent domestication of vanilla in South America. Handbook of Vanilla Science and Technology, 121–145.
Min, H. (2019). Blockchain technology for enhancing supply chain resilience. Business Horizons, 62(1), 35–45.
Moravcikova, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green marketing as the source of the competitive advantage of the business. Sustainability (Switzerland), 9(12), 1–13. https://doi.org/10.3390/su9122218
Nurhakim, K., & Satar, M. (2015). Prosedur pelaksanaan kegiatan ekspor barang. Jurnal: Industri Elektro Dan Penerbangan, 5(2).
Pektas, S. Y., & Hassan, A. (2020). The effect of digital content marketing on tourists’ purchase intention. Journal of Tourismology, 6(1), 79–98.
Sawlani, D. K., & SE, M. (2021). Digital marketing: brand images. Scopindo Media Pustaka.
Setiawan, H. N. (2023). Indonesia Dengan Konsep Tradisional Agraris. Court Review: Jurnal Penelitian Hukum (e-ISSN: 2776-1916), 3(02), 17–20.
Suparyana, P. K., Valentino, N., Yusuf, M., & Indrawan, I. P. E. (2023). Coffee vanilla development strategy for women farmer groups in the forest area of Senaru. IOP Conference Series: Earth and Environmental Science, 1253(1), 12094.
Copyright (c) 2024 Attaya Irhab Narendra, Didi Widia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
