Know your market first! : a market entry strategy in Europe for the Indonesian company Sutek

PT Sutek Mitra Uturma (Sutek) is an Indonesian company, which is exporting cyclized rubber resin to Europe, with the brand name Ripex. In 2001 this company is founded by Abadinusa Holding. The other companies of the holding manufacture products for the mechanical industry, while Sutek is producing for the chemical industry. Sutek's partner Resine Italiane failed to promote and sell Ripex in the European market. Therefore Sutek is faced with disappointing sales and is searching for new markets in Europe. The University of Twente was approached to conduct a research for a market entry strategy, in order to increase the sales of Ripex in Europe.