Market Expansion Strategy for Sweet Potato Export Products Using the Ansoff Matrix (Case Study of CV SNR Bumi Indonesia)

Abstract

CV SNR BUMI INDONESIA is a producer and exporter of sweet potatoes, with products that meet export quality and capacity standards. However, the company faces challenges in marketing and finding the right strategy to utilize the trade potential of its sweet potato products to increase export sales. This study aims to determine strategies that can be implemented for export market expansion. The research employs a qualitative and quantitative descriptive approach using the Ansoff Matrix, measured with a Likert scale. The findings indicate that the Product Development Strategy, with the highest index value of 89.0%, falls into the "Very Ready" category, making it the optimal strategy for the company to pursue for export market expansion.