4 Strategi Masuk ke Pasar Global

Summary

In this video, the speaker discusses four key international business strategies: International, Global, Localization (Multidomestic), and Transnational. Each strategy is examined in terms of centralization vs decentralization, product standardization, interdependence between divisions, and the need for cultural adaptation. The International Strategy focuses on global market penetration with minimal coordination, while the Global Strategy emphasizes standardized products with high interdependence. The Localization Strategy adapts products for local markets with decentralized decisions, and the Transnational Strategy blends global efficiency with local responsiveness. Examples of companies implementing these strategies are also provided.

Takeaways

• 😀 International Strategy involves global market penetration through exports and licensing, with a centralized approach and moderate coordination between divisions.
• 😀 A key feature of International Strategy is that products are standardized across all regions, leading to a relatively low level of dependency between divisions.
• 😀 Global Sales Strategy focuses on centralized decision-making, with the head office coordinating standards and facilitating learning across subsidiaries.
• 😀 Companies using Global Sales Strategy maintain high inter-office coordination and product uniformity worldwide, resulting in high interdependency.
• 😀 Localization (Multidomestic Strategy) decentralizes decisions to cater to local markets, with products customized based on regional preferences.
• 😀 In Localization Strategy, each regional office operates with a high degree of autonomy, leading to low coordination between divisions and reduced interdependence.
• 😀 Transnational Strategy combines the benefits of global efficiency and local responsiveness, requiring both centralization and decentralization.
• 😀 Companies using Transnational Strategy, such as Nestlé and Coca-Cola, balance global coordination with local adaptation to meet diverse needs.
• 😀 A defining feature of Transnational Strategy is the high level of coordination between global headquarters and regional offices, with mutual dependence between divisions.
• 😀 Companies with Transnational Strategy adapt to cultural differences through extensive cultural integration and collaboration between personnel from different regions.

Q & A

What are the four international business strategies discussed in the script?

The four international business strategies are: International Strategy, Global Strategy, Localization Strategy (Multidomestic), and Transnational Strategy.

What characterizes the International Strategy?

The International Strategy involves centralized operations with the parent company, a relatively low dependency between divisions, and products that are uniform across the globe. It is typically less focused on local cultural adaptations.

Can you give an example of a company using the International Strategy?

Harley-Davidson is an example of a company employing an International Strategy. It focuses on using exports and licensing to penetrate global markets.

What distinguishes the Global Strategy from the International Strategy?

The Global Strategy involves more centralization with the parent company and emphasizes standardization and high coordination across global subsidiaries. It also has high interdependency between divisions and a stronger focus on global markets.

Which company is cited as an example of the Global Strategy?

The company mentioned as an example of the Global Strategy is Michelin, a rubber company based in America.

How does the Localization Strategy (Multidomestic) differ from the previous strategies?

The Localization Strategy is decentralized, allowing individual countries to make decisions based on local needs. It focuses on adapting products and operations to local markets, often through joint ventures or franchising.

What is an example of a company that uses the Localization Strategy?

McDonald’s is an example of a company that applies the Localization Strategy, customizing its products to local tastes and cultures.

What are the main features of the Transnational Strategy?

The Transnational Strategy seeks to balance global efficiency with local responsiveness. It combines centralized coordination with decentralized decision-making to adapt to local markets while leveraging global capabilities.

Which companies are mentioned as examples of the Transnational Strategy?

Nestlé and Coca-Cola are examples of companies using the Transnational Strategy, as they combine global operations with local adaptation to achieve efficiency and responsiveness.

What role does cultural adaptation play in these strategies?

Cultural adaptation varies depending on the strategy. The International Strategy has minimal cultural adaptation, the Localization Strategy emphasizes it heavily, and the Transnational Strategy requires a high level of cultural understanding to balance global coordination and local responsiveness.