Increasing Pepper Exports, Strategies Based on Product Competitiveness and Geographic Segmentation
AbstrakIndonesia is the second-largest pepper exporter in the world. Indonesian pepper products are differentiated from black pepper and white pepper products; both as peppercorn and ground pepper. However, the pepper export value declined over the past five years. The decline of pepper export value is the major issue. In simple terms, Indonesia's pepper trade strategy is to determine what commodities and which export markets should be focused on increasing pepper export. This study used ISP and RCA methods to determine potential pepper products to be developed. Determining potential markets with two steps; first, analyzing the market position and market evaluation with the DRCA method; then, analyzing geographic segmentation based on market structure with market share analysis, MES, and CR4. The results showed that black pepper, neither crushed nor ground (HS 0904112000) is the most potential product to be developed; with France as the most potential export market for the product.
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