The purpose of this dissertation is to answer the research questions "why should the Coffee Club expand a franchise business in Indonesia?", "how can the Coffee Club enter the Indonesian market?" and "what are the business risks along with a solution/s"? Data has been collected through primary and secondary research by conducting observation and interview.
Indonesia is a great potential franchise partner for the Coffee Club because of two factors, including strategic goal with location and cultural and institutional distances of the different entry country. To obtain and maintain a sustainable marketing, a franchisor must apply the triple bottom line for creating, communicating, and delivering value to customers.
Other than that, new franchisors who wish to enter the Indonesian market should follow the Minister of Trade’s regulation (“Regulation 53”), which requires that eighty per cent of the raw materials must be local products. The franchisor and the franchisee need to adjust their similarities and dissimilarities in the scope of culture value to maintain a long-term relationship.
Before entering the Indonesian market, a franchisor is fully adviced to conduct research and development to be more familiar with the other additional aspects in order to protect their business from potential risks. The limitations to the research are lack of information, poor understanding of the respondent against the explanation of the researcher (interpretation may introduce a bias), and the lack of validity (how to build the truthfulness of the respondents)
Table of Contents
- INTRODUCTION
- Indonesian Overview
- Indonesian Business and Trade Environment
- Political Environment
- Business Culture
- Government Regulation & Commercial Law
- Intellectual Property Right (IPR)
- Trade Restriction
- Transportation
- The Level and Rate of Economic Development
- MAIN BODY
- Minor DKL Food Group
- The Coffee Club
- Overview
- Market Improvement
- Vision and Mission (Core Values)
- Situation Analysis
- Service Product Environment
- Marketing Environment
- The Marketing Mix of Service Environment
- Market Analysis
- Perceptual Map
- Importance / Performance Matrix
- SWOT Analyse (Strength, Weakness, Opportunity and Thread)
- Value Chain
- Sustainable Marketing
- The Coffee Club Strategies
- Brand Equity
- Target Market, Strategy and Positioning
- Entry Mode
Objectives and Key Themes
This dissertation examines the potential for The Coffee Club to expand its franchise business into the Indonesian market. It seeks to answer three key research questions: Why should The Coffee Club expand to Indonesia? How can it enter the Indonesian market? And what are the business risks and potential solutions? This dissertation investigates the Indonesian business and trade environment, analyzing the political climate, cultural factors, government regulations, and intellectual property rights. It also explores the specific opportunities and challenges presented by the Indonesian market for The Coffee Club, including the strategic role of location and cultural factors.
- The potential for franchise business expansion in Indonesia.
- The Indonesian business and trade environment and its implications for The Coffee Club.
- The challenges and opportunities of entering the Indonesian market.
- The importance of sustainable marketing and triple bottom line approach for franchise businesses.
- The need for comprehensive research and development to mitigate business risks.
Chapter Summaries
The introduction provides an overview of Indonesia's general environment, including its business and trade landscape. This section analyzes factors like political environment, business culture, government regulations, intellectual property rights, trade restrictions, transportation, and the level of economic development.
The main body examines The Coffee Club's potential expansion into Indonesia. It analyzes the company's market improvement strategies and its vision and mission. The chapter also conducts a situation analysis, considering the service product environment, marketing environment, and the marketing mix of the service environment. Further, it performs a market analysis through a perceptual map, importance/performance matrix, SWOT analysis, value chain analysis, and sustainable marketing approach.
The chapter explores The Coffee Club's strategies for brand equity and target market positioning. The final section delves into the entry mode for The Coffee Club into the Indonesian market.
Keywords
This dissertation focuses on the potential of The Coffee Club's franchise business expansion into Indonesia. It examines the Indonesian market environment, particularly its political environment, business culture, government regulations, and intellectual property rights. Key themes include sustainable marketing, triple bottom line, market analysis, SWOT analysis, entry mode strategies, brand equity, and market positioning.
- Citation du texte
- Angel Berlian Fonataba (Auteur), 2018, Expanding a franchise business in Indonesia, Munich, GRIN Verlag, https://www.grin.com/document/452232
