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Cakrawala Repositori Imwi
ISSN : 26208490     EISSN : 26208814     DOI : https://doi.org/10.52851/cakrawala.
Core Subject : Economy,
Jurnal Cakrawala Repositori IMWI focuses on publishing original research articles, reviewing articles from contributors, and current issues relating to Economics, Business and Management. The main purpose of the journal is to provide a platform for scholars, academics, and researchers to share contemporary thinking in the field. The work should not be published or submitted for publication elsewhere. The official language of the manuscript that will be published in Jurnal Cakrawala Repositori IMWI is Indonesian. For information and registration, contact cakrawala@imwi.ac.id. Jurnal Cakrawala Repositori IMWI is a peer-reviewed journal which is published six times a year. This journal is an open-access that publishes research outcomes with significant contributions to the understanding and improvement of management science. The review process in this journal employs a double-blind peer-review, which means that both the reviewer and author identities are concealed from the reviewers, and vice versa.
Articles 1 Documents
Search results for , issue "423-443" : 1 Documents clear
Global Marketing Plan and Strategy of PT Sumber Daya Energi Coal Mine Under China Qinfa Group Chen Xiaoli; Gallang Perdhana Dalimunthe
Cakrawala Repositori IMWI 423-443
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

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Abstract

The global coal industry is undergoing significant transformation due to energy transition policies, environmental regulations, geopolitical uncertainties, and fluctuations in commodity prices. Although coal demand has declined in some developed countries, Asian markets—particularly China, India, and Vietnam—continue to present substantial opportunities. PT Sumber Daya Energi (SDE) Coal Mine, a strategic mining project under China Qinfa Group, has significant production capacity and integrated infrastructure; however, it faces challenges in global market penetration, brand recognition, product acceptance, buyer confidence, and sustainable competitiveness. This study aimed to formulate an effective global marketing strategy for SDE Coal Mine to strengthen its international market position and support long-term business growth.This research employed a qualitative case study approach by integrating industry analysis, interview insights, pattern matching, SWOT analysis, and a multi-criteria decision-making approach using AHP and EDAS. The findings revealed that market size, price attractiveness, product compatibility, and relationship potential were the most influential factors in selecting export markets. The AHP-EDAS analysis identified China, South Korea, and Vietnam as the most attractive markets. Considering current production capabilities and product specifications, China, India, and Vietnam were prioritized as the main target markets. The proposed global marketing strategy consisted of five key areas: product differentiation, market-based pricing, distribution optimization, relationship-oriented promotion, and strategic partnership development.

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