PROPOSED GLOBAL STRATEGY FOR PT TELIN TO ENTER SOUTH KOREAN MARKET

• Main Author: Adenin Ramadhani, Larasati
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/39894
• Institution: Institut Teknologi Bandung

The telecommunications industry in Indonesia has reached a very competitive market which has resulted in a decline in revenue in the telecommunications industry. Global market expansion is needed to reach a larger market and increase revenue. PT Telekomunikasi Indonesia (Telkom) established PT Telekomunikasi International Indonesia (Telin) as a subsidiary to conduct business on the international market. South Korea was chosen as the target market based on high telecommunications penetration so that it was in line with Telin's strategy to enter foreign markets with high traffic. To enter the South Korean market, Telin requires the most appropriate strategy, which is influenced by the condition of the company, the condition of the country of origin of the company, the condition of the destination country and formulated with the appropriate global strategy and entry mode strategy. Qualitative research and secondary data analysis were used to formulate the right strategy to enter the South Korean Market by looking at a number of indicators determined from interviews with several respondents. Analysts will use several theoretical frameworks, external analysis carried out using PESTEL analysis to review market conditions of macro environmental factors that will affect Telin's business performance. Porter's Five Forces is used to measure competitive levels in the industry and help formulate appropriate strategies. Rothaermel's global strategy and entry mode are used to formulate the global strategy and the appropriate entry mode. Regarding market conditions, technical and regulatory conditions, the joint-venture method with the South Korean telecommunications company is the most appropriate entry mode for Telin to enter the South Korean market. To penetrate the South Korean market, a global standardization strategy is recommended as a strategy to be implemented.