The 1st PPM National Conference on Management Research “ Manajemen di Era Globalisasi”
Sekolah Tinggi Manajemen PPM, 7 November 2007
Exploring the Export Marketing Competency of Indonesian Manufacturing
Exporting Firms
Sefnedi, Ph.D
Direktur Pasca Sarjana
Universitas Putra Indonesia “YPTK” Padang
Jl. Raya Lubuk Begalung, Padang – Sumatera Barat
Telp. (0751) 776666
email: sefnediphd@yahoo.com
Abstract
Manufacturing sector plays a major role on Indonesia’s exports and contributes significantly
to gross domestic product (GDP). Indonesian manufacturing exporting firms are encouraged
by Indonesian government to upgrade their marketing competency in order to export more.
This study reveals that export marketing competency consists of export promotion
competency, export pricing competency, export distribution competency, and export product
competency. Indonesian exporters perceived they are most competent on export pricing
issues. This followed by competencies on managing product, distribution and promotion. The
focus on price is as expected as rely on price as major competitive weapon. Globalization
poses greater competitive pressures and Indonesian manufacturing exporting firms must
seriously enhance competency in other marketing to remain competitive in the world market.
INTRODUCTION
Approximately 55 percent of Indonesia’s export is contributed by the manufacturing sector
(Indonesian Central Bureau of Statistics, 2005). As export earnings are vital to economic
growth, export expansion has been emphasized in the national development agenda.
Indonesian manufacturers must be competitive and must continue to develop competency in
marketing. The notion of marketing competency as an important contributor to firm’s
performance has been well documented. To compete in global market, it is generally agreed
that firm must adopt and implement in a strategic manner. This paper reports the initial survey
to assess the Indonesian manufacturing exporting firms’ assessment of their ma