Making a Footprint in the MSME International Market: Case Study of UD. Andi Welder West Nusa Tenggara, Indonesia


  • Muhammad Zainuddin Universitas Negeri Malang, Indonesia
  • Sudarmiatin Universitas Negeri Malang, Indonesia
  • Rozmiza Bidin Universitas Negeri Malang, Indonesia



MSMEs Metal and Machinery, Product Innovation Strategy


This research reveals the strategies metal and machinery MSMEs used in West Nusa Tenggara to compete and expand their products to the international market. The method used in this study is research with a case study method and an interview with Trading Business Andi Welder, who processes metal and produces machinery tools. Trading Business Andi Welder uses the Canva analysis strategy to innovate his product, which aims to see what product market response consumers most seek. Then, the product is refined to be accepted by the international market. This study cannot only limit product innovation strategies that consumers can accept, but also develop other strategies for future research, such as brand strategy and product quality. This research is a case study that raises the strategy of metal and machinery MSMEs to enter international markets.


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