MARKET EXPANSION STRATEGY FOR ICT INDUSTRY IN ASIA PACIFIC MARKET CASE STUDY: PT INTI (PERSERO

• Main Author: ANINDITA NIM: 29116162, YURIZKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31848
• Institution: Institut Teknologi Bandung

The global economic that now focus towards Asia Pacific region must not underestimate. PT INTI as state owned enterprise in Indonesia expected to become an agent of Indonesia economy development towards the Asia Pacific market potential. PT INTI with their new business focus in ICT Industry have many opportunities in Asia Pacific market, since ICT industry in this market have positively growth form year to year. However, until now PT INTI still focus on Indonesia market. PT INTI lateness to enter Asia Pacific market certainly cause some losses, so it is important for PT INTI to consider the market expansion. This project proposed the strategy to help PT INTI for business expansion in Asia Pacific market. This project conducted a study about current condition of the internal resource of PT INTI and compared to PT INTI management point of view. The study about PT INTI internal resource conducted using STP (Segmenting, Targeting, and Positioning) analysis and 4Ps analysis (Product, Price, Place, and Promotion). Besides, this project also comparing the internal analysis of PT INTI with the external factor using PESTLE and Porter’s 5 Forces analysis. The study summarized that PT INTI lateness to enter Asia Pacific market caused by unclear STP and 4Ps strategy for Asia Pacific market. This project also giving a problem-solving analysis and action plan to enhance PT INTI internal condition using the STP and 4Ps to winning the Asia Pacific market.