The analysis of strategic alliance as international marketing strategy :: A Case study of joint venture in Bakrie Construction
SEDEWO, Haryo Yudho, Ahmad Djamli, Drs., MA
2009 | Tesis | S2 Magister Manajemen-Studi ini bertujuan untuk mempelajari dinamika aliansi stratejik dalam bentuk kerjasama joint venture. Joint venture menyaratkan pendirian suatu perusahaan yang dimiliki bersama oleh dua atau lebih perusahaan mandiri. Penelitian ini menekankan pada proses joint venture di Bakrie Construction dan strategi pemasaran perusahaan pasca joint venture. Penelitian ini menggunakan metode penelitian kualitatif yang didukung dengan data yang bersifat kualitatif dan kuantitatif untuk memahami proses (bagaimana) dan arti (mengapa) suatu peristiwa. Peneliti memperoleh informasi dari brosur perusahaan, laporan tahunan, profil perusahaan dan artikel serta pengamatan dan mengombinasikannya dengan data wawancara narasumber. Dengan menggunakan teori daur hidup joint venture, bauran pemasaran dan analisa SWOT, penelitian ini mendapatkan bahwa joint venture internasional merupakan suatu proses negosiasi berkelanjutan yang dipengaruhi oleh lingkungan eksternal dan internal. Joint venture internasional telah terbukti sebagai suatu strategi yang efektif bagi perusahaan dari negara berkembang untuk memperoleh akses pasar ekspor. Joint venture internasional cenderung tidak stabil (bersifat jangka pendek) oleh karena tingginya potensi konflik internal (konflik kepentingan) dan rentan dipengaruhi faktor eksternal (pertumbuhan industri dan permintaan produk).
This paper planned to examine the dynamics of international strategic alliance in form of joint venture cooperation. A joint venture entails establishing a firm that is jointly owned by two or more otherwise independent firm. This research emphasizes on the process of joint venture in Bakrie Construction and current company’s marketing strategy post joint venture. This research is based on qualitative research method that supported by both qualitative and quantitative data to understand the process (how) and meaning (why) of the event. Researchers extract information from company brochures, annual reports, company profile and articles along with observation and combine it with interview data from participant. Using international joint venture life-cycle theory, marketing mix, and SWOT analysis this research found that international joint venture is a process of continuous negotiation that affected by internal and external environment. International joint venture has proved to be an effective strategy for company from developing country to obtain an access to export market. However, international joint venture tends to be unstable (short term cooperation) due to high potential of internal conflict (conflict of interest) and its volatility toward external factors (industry growth and product demand).
Kata Kunci : Bisnis internasional,Pemasaran internasional,Aliansi stratejik,Joint venture,Business to business (B2B) marketing, international business, international marketing, strategic alliance, joint venture, business to business (B2B) marketing
