Surya Mas Co. is a growing handicraft producer that has become a major
supplier for other Indonesian handicraft exporter. After 5 years working in the local
market, Surya Mas Co. has now dedicated to learn the potential of entering the
International market through the Netherlands market, which is the most important
transportation hub in Europe.
This dissertation is structured into three main parts, which are the analysis, the
decision making and the recommendation. On the analysis part, the writer will
analyze both the company?s internal condition to understand the company?s readiness
on entering international market, and the external analysis, to understand the
Netherlands market condition for gifts and decorative article (handicraft). Through
this analysis, the writer will then match the strengths and weaknesses of the company
with the opportunities and threats in the market, in order to give basic marketing
decision for the company, such determining the target market and business scope.
Afterwards, 4 B?s marketing mix tool will be used to recommend product, price,
place, and promotion strategy for Surya Mas to market the product to the targeted
market.