Local Brand Strategy in Global Competition Winning
Local Brand Strategy in Global Competition Winning
Author : FARAH OKTAFANI; GREDI GRADANA SEMBADA Published on : Global Trends in Academic Research (GTAR ??? 2015)
Abstract
This study aims to analyze how the business strategy of a local brand can win the global competition. Competition food and beverage industry in Indonesia will be very strict with the ASEAN Economic Community by the end of 2015 that freed foreign brands into the Indonesian market. local brands should be able to maintain or even become a market leader in their own country. One of the many local brands is JCO. Donuts & Coffee which won many awards. This study used a descriptive method that describes the business strategy undertaken by JCO. JCo. was chosen as sample selected by judgmental sampling technique. The analysis technique used SWOT analysis. This research found that: (1) Jco presents the concept of different donuts using open kitchen concept, (2) variations in flavor and unique naming makes it more interesting donut, and (3) JCO attention to materials and production processes so that the flavor, fragrance, shape also quality donuts generated is maintained and meet health standards. This research concludes that the business strategies roomates Become the key success of JCO as a local company is strategies that maintain internal strength with consistent SOP and strength in adopting advanced technology from abroad to produce innovative products that make JCO achieve global competitiveness
