Raji, Abimbola Sherifat and Bustaman, Yosman and Simatupang, Parhimpunan (2018) The Effect Of Marketing Strategy On Firm Performance: A Case Study Of Indofood, A Major Player In The Food And Beverages Industry In Indonesia. Masters thesis, Swiss German University.

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Abstract

The main purpose of this study is to determine the effect of marketing strategy on sales growth and firm performance – a case study of Indofood, a major player in the food and beverages industry in Indonesia. An analytical model is developed as a guideline to test the relationships between marketing strategy, (market penetration, market development, product development, and product diversification) sales growth and its overall effect on firm performance. The primary data was obtained by using the questionnaires distributed to 100 respondents, which was conducted from 25th June 2018 – 15th July 2018. The data was analyzed using SPSS and multiple linear regression analysis to see the features of data collected and to test the hypotheses. The finding shows that market penetration, market development, and product development have significant effect on sales growth and firm performance, while the most influencing factor was market development. However, product diversification does not significantly relate to sales growth and firm performance in this study. Interestingly, the findings in this research also elaborates Indofood successful exploits in the international market, particularly the firm’s performance in Nigeria where it pursued very successful market penetration, market development and product development strategies to capture the whole chunk of the market share. Presently in Nigeria, Indomie one of the varieties of products made by Indofood remains the number one choice of instant noodle for all categories of the over 170 million population. These findings not only acknowledge the significance of the abovementioned strategies in effecting successful sales growth and overall performance, but it also highlight the promotion of Business-Business (B-B) relations at the bilateral level in the International Community. It is noteworthy that Indofood, which had a very humble beginning in Indonesia and which opened its largest factory in Nigeria in 1995 currently earns over US$600 million per annum in Africa. At present, Indofood operates multi- billion dollar businesses in countries like Nigeria, Egypt, Sudan, Kenya, Ethiopia, Morocco,Malaysia, Serbia, Saudi Arabia, Yemen and Syria.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Market Penetration; Market Development; Product Development; Product Diversification; Sales Growth
Subjects:	H Social Sciences > HF Commerce > HF1040 Commodities. Commercial products H Social Sciences > HF Commerce > HF5410 Marketing
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	18 Jun 2020 02:00
Last Modified:	18 Jun 2020 02:00
URI:	http://repository.sgu.ac.id/id/eprint/758

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