This research mainly answers the question of how PT. SidoMuncul can attract young-adult
women in the Netherlands to buy its Turmeric Tamarind product (Kunyit Asam
Sidokhncul) by analyzing the Dutch market opportunity and attractiveness for
functional soft drink. This dissertation employs both secondary and primary research
methods. The secondary research used to determine the attractiveness of this market
in the Netherlands. It showed that PT. SidoMuncul can exploit this market since the
Netherlands has growing numbers of working women (Kunyit Asam Sidomuncul?s
target market); stable economic condition; high consumption on soft drinks;
accessible government regulation for importing soft drinks; and large international
trades with Indonesia. In addition, a primary research on Dutch working women age
20-49 years old regarding their soft drink buying behaviors and opinions toward
Indonesian soft drink was conducted to determine the correct positioning strategy to
enter the Netherlands Soft Drink market. The result is a Brand Positioning for Kunyit
Asam Sidomuncul in the Netherlands (based on the Product Benefits), which is a
natural fresh and good taste functional quick (ready-to-drink) soft drink. All of
these research results are combined to develop the correct marketing strategy
(Marketing Mix) and the proper market entry strategy for PT. SidoMuncul's Kunyit
Asam Sidomuncul to successfully penetrate Dutch Soft Drink Market.

Creator(s)

• (34402034) CHRISTINE TJAHJADI

Contributor(s)

• MENNO VAN VERTOHAUZEN → Advisor 1
• RENE VAN DER LINDEN → Examination Committee 1

Publisher

Universitas Kristen Petra; 2006

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Final Assignment Report No. 00040105/MAN/2006; Christine Tjahjadi (34402034)

Subject(s)

• MARKETING MANAGEMENT

File(s)

• jiunkpe-is-s1-2006-34402034-3993-sidomuncul-cover.pdf
• jiunkpe-is-s1-2006-34402034-3993-sidomuncul-abstract_toc.pdf