Kajian Strategi Pemasaran Johor Tenggara Oil Palm Sdn Bhd Johor Bahru, Malaysia

Abstract

Malaysia is the main producer of palm oil, with its market segment of 50 percent more than the world palm oil product. In 1994, Malaysian palm oil production was 7,220,717 tons, while the need for domestic consumption was relatively small, i.e. only 10 percent of the total production. It shows that the palm oil is an export commodity for Malaysia. As the export commodity, the demand for Malaysian palm oil is very dependable on the world market's demand. The demand for the world palm oil itself is influenced by some factors, such as the level of consumption, the price of subtitute product, the stock of the world vegetable oil, income per capita, etc. Due to such many factors which may influence the demand for palm oil, the efforts to keep and increase the world market segment are of importance. The strategy may be in the form of market expansion, or market penetration towards the existing market. As a matter of fact, it is expected that the domestic palm oil business can be developing and keep the position as the main producer of the world palm oil. ...