Marketing plan - Desiccated Coconut - International Marketing Market Plan and Analysis Marketing Desiccated Coconut to China Market Executive Summary

Marketing plan - Desiccated Coconut - International...

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International Marketing Market Plan and Analysis Marketing Desiccated Coconut to China Market Executive Summary Asian pacific region is the biggest coconut area in the world. The biggest population of coconut plant is Indonesia, followed by Philippines and India. Indonesia is an archipelago country that consist 17.000 islands. The geographical condition that made coconut agro-industry easy to found in Indonesia. According to the APCC Coconut Statistical Yearbook (2009), total coconut land owned by Indonesia is capable of producing export value of U.S. $ 578.972 million. While the Philippines is only about 3.402 million hectares with a production of 15.67 billion coconuts, but it is able to export with foreign exchange gain of U.S. $ 884.022 million. This indicates the value of coconut export products in Indonesia only about 65.5% of total Philippine exports of coconut products in 2009. In fact, Indonesia and the Philippines have in common the same characteristic pattern of development and plantations that are mostly done by the farmers themselves. In this report, the writer chooses one of the coconut agro-industry commodities that have been export to many countries in the world. The commodity for this topic is desiccated Coconut ( DC ). DC is a product that 100% of it is use to produce food that develop value-added products as cookies, biscuits, bakery, etc. Therefore, the main purpose of this report is to determine prospective of desiccated coconut product to be developed in export market from Indonesia to China. 1. Introduction Coconut business is one of the pillars of the Indonesian economy, especially in rural areas. The activities in this sector have contributed to substantial employment and the provision of raw material supply industry in the country, local revenue, and in foreign exchange earnings. Even APCC (2009) stated coconut products as a source of foreign exchange through exports and employment of about 6.9 million households. In addition, the oil commodity provide income to farmers amounting to 4.73 million / year / ha. For the main producers of agro industry products, coconut sub sector is the main source of revenue and income of farm families. In addition, coconut farming and processing, is almost entirely cultivated by small farmers, where
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there is surplus labor. Under these conditions, the coconut business is a major job. Therefore, efforts to promote the coconut has a strategic significance, not only in economic but also in a social context. Although Indonesia is the largest oil producing country in the world, these conditions do not make this country as the largest producer of coconut agro-industry products in the world. The production of agro-products of coconut Indonesia only occupy the second position after Philippines and in terms of diversity of production and income generated, the position of Indonesia is also still under India and Sri Lanka. The business potential of the coconut is quite large, considering that Indonesia is a country with an area and the world's largest oil production. Production potential of coconut is 1,450,265 tons / year, coconut pulp 1.18646 million tons /
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