Marketing Strategy of Samyang Foods Co., Ltd in Samyang Noodle Sales in Indonesia

Abstract

South Korea began its journey in spreading its various types of culinary delights to the world through local shows that they created and which can be accessed internationally in various parts of the world. Of the many South Korean foods that are world famous, Mie Samyang is one of them. Indonesia is one of many countries where people like to consume Samyang noodles, which is a type of spicy noodle produced by Samyang Foods Co., Ltd. This research aims to find out and understand the marketing strategy of Samyang Foods Co., Ltd from South Korea in selling Samyang Noodles in Indonesia using the Global Marketing Strategy concept which has been reduced to the 7P Marketing Mix concept. This research uses descriptive qualitative research methods with primary and secondary data analysis techniques through data sources obtained from interviews and mass media. The research results show that Samyang Foods Co., Ltd has succeeded in adapting aspects of the 7P Marketing Mix to suit market preferences in Indonesia and its regulations.