EXPORT MARKETING STRATEGY OF RESTU MANDE PRODUCTS TO MALAYSIA THROUGH QUANTITATIVE STRATEGIC PLANNING MATRIX APPROACH

Abstract

Originating from a Padang restaurant in Bandung in 2004, CV Restu Mande has evolved into an innovative Small and Medium-sized Enterprise (SME) specializing in packaged rendang and ready-to-use spice blends. Currently, the company is determined to expand its international market, particularly in Malaysia. However, Restu Mande faces intense competition in the international market, especially in Malaysia. Therefore, an effective marketing plan is essential to overcome these challenges. The initial stage involves identifying internal and external factors, while the matching stage includes selecting strategies based on the IE matrix and SWOT analysis. The outcomes encompass market expansion, market development, and product development strategies. The most promising alternative strategy is building Brand Awareness for Restu Mande through social media, with a focus on the Malaysian community. By leveraging social media, the company aims to enhance brand awareness among potential Malaysian customers, ultimately boosting sales. The Total Attractive Score (TAS) for this strategy is 7.00, indicating a high level of attractiveness. The implementation of this strategy is expected to increase visibility and export success for CV Restu Mande as an SME.