Tahapan Internasionalisasi dan Strategi Glokalisasi PT. Indofood Sukses Makmur Tbk dalam Menembus Pasar Global

Abstract

This study explores the cross-border expansion process and the glocal approach implemented by PT Indofood Sukses Makmur Tbk in entering the global market arena. As a national food industry player with a dominant position, Indofood is faced with the dilemma of maintaining its distinctive characteristics while meeting international requirements. Using a qualitative descriptive case study method, this research analyzes the company's internationalization journey with reference to the Uppsala theoretical framework and identifies how the glocal concept, a combination of global vision and local touch, is executed in practice. The findings show that Indofood has pursued a gradual expansion path, starting with sporadic commodity shipments, continuing with distribution through third parties, establishing marketing units abroad, and finally establishing manufacturing facilities in the destination country. The glocal aspect is reflected in the adjustment of product formulations to local consumer preferences, culturally relevant packaging design, halal certification management, contextualized marketing strategies, and collaboration with strategic partners at the local level. The results of this study are expected to enrich academic discourse in the field of international marketing and provide practical references for business actors seeking global expansion.