Marketing Strategy to Penetrate the Global Markets: A Case Study of DD Orchids Nursery SMEs in Dadaprejo, Batu City, East Java

Abstract

Internationalization is the dream of almost all companies, including micro, small and medium scale enterprises or known as MSMEs. , threats, strengths, and weaknesses of MSME ornamental plants for orchids DD Orchid Nursery Dadaprejo, Junrejo District, Batu City, East Java. This research uses descriptive qualitative method with a case study approach with SWOT Analysis and Internal External Matrix. The data collection method was carried out qualitatively through field observations, interviews and documentation. The main informant of the research is the owner while the supporting informants are employees of DD Orchid Nursery. The results of the study show that the cultivation of DD Orchid Nursery has good strengths and opportunities in improving its international performance. The SWOT analysis has identified the strengths, weaknesses, opportunities and threats of the DD Orchid Nursery orchid cultivation business. UKM DD Orchids Nursery has opportunities and strengths (SO) so that it can implement a progressive strategy with strategy formulation 1) Maintain, improve product/service quality and optimize the use of Information Technology. 2) Optimizing digital marketing through social media, marketplaces and websites; 3) Expanding market share to be better known in the global market.