Strategi Market Entry dan Adaptasi Pemasaran Global Indomie di Nigeria: Studi Literatur
DOI:
https://doi.org/10.58192/ebismen.v5i2.4480Keywords:
Global marketing adaptation, Indomie, Joint venture, Market entry strategy, NigeriaAbstract
Expansion into international markets faces challenges such as cultural differences, regulations, and local competition. PT Indofood, through its Indomie product, has successfully penetrated the Nigerian market, the country with the largest population in Africa. This study aims to analyze Indomie’s market entry strategy and global marketing adaptation in Nigeria. The method used is qualitative with a library research approach, relying on data from journals, books, and company reports. The results show that Indomie implemented a phased market entry strategy, starting with exports (1988) and then shifting to Foreign Direct Investment through a joint venture with the Tolaram Group (1995). In terms of global marketing adaptation, Indomie made adjustments to all elements of the marketing mix, including emotional positioning, adaptation of local flavors, promotion through CSR programs, distribution via local factories and multi-channel networks, and competitive pricing thanks to local production. Indomie’s success in Nigeria demonstrates that the integration of global brand standardization and local adaptation is key to expansion into developing countries. This research is beneficial for Indonesian companies planning to expand into the African market.
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