ENTRY MODE STRATEGY OF INDONESIA LAMP INDUSTRY IN ASIA MARKET

Abstract

Lamp industry in Indonesia has been stable over time in fulfilling domestic demand, whereas
overseas market, due to the construction of new buildings or renovation, has larger demand
unfulfilled from other country. The purpose of this research is to analyze the internal and
external environment of the industry, provide recommendations of targeted market expansion
with particular entry mode strategy to enter the selected country market. The method used is
qualitative content analysis with data collection obtained through interviews with top
management of lamp industry for entry mode selection, SWOT analysis and recommendation
of strategies, as secondary data was used for selection of targeted country. The result is the
lamp industry has its strength and big opportunity for market expansion, with Hong Kong as
recommended target country, joint venture as recommended entry mode. The production is
focused in Hong Kong and the industry is placed in the center of Hong Kong for market
penetration strategies.