STRATEGI PEMASARAN MENEMBUS PASAR GLOBAL PRODUK KOPIKO(Studi Kasus Pada Perusahaan PT Mayora Indah Tbk)

Abstract

This study aims to explore the strategies implemented by Kopiko in expanding its reach into international markets. Kopiko, a leading coffee candy brand from Indonesia, has successfully entered more than 80 countries worldwide. This research employs a qualitative approach through a literature review to identify the strategic steps that underpin Kopiko's success. Data were gathered from the official website of PT. Mayora Indah Tbk, company document analysis, and relevant prior studies. The findings reveal that Kopiko's success in global markets is influenced by several key factors: (1) product adaptation to meet local consumer preferences; (2) the implementation of creative marketing strategies, including digital media, influencers, and engaging promotional campaigns; (3) collaboration with local distribution partners with extensive networks; (4) continuous product innovation to maintain market appeal; and (5) consistently high product quality. Kopiko also leverages market analysis to target regions with high growth potential. This study concludes that a combination of product adaptation, continuous innovation, effective marketing strategies, and robust distribution partnerships are the key drivers of Kopiko’s international success. These findings can serve as a reference for other companies seeking to expand their business globally.