INDONESIA SEBAGAI HOST COUNTRY DALAM EKSPANSI BISNIS MEREK FASHION INTERNASIONAL
Keywords:
Ekspansi Bisnis, Merek Fashion Internasional, FranchiseAbstract
Globalisasi dan krisis ekonomi yang terjadi di negara-negara barat menjadi motif utama bagi merek-merek fashion untuk melakukan bisnis ekspansi ke negara penyelenggara khususnya di Asia. Indonesia telah menjadi satu destinasi negara penyelenggara yang menarik bagi beberapa merek fashion yang tidak asing ditelinga seperti H&M, Pull & Bear, dan Zara untuk membuka gerai-gerai di beberapa pusat perbelanjaan walaupun memiliki perbedaan yang signifikan baik dari segi budaya, ekonomi, geografis dan kondisi pasar. Faktor budaya, ekonomi, kondisi sosial dan geografis yang berbeda dengan negara asal. Penelitian menjelaskan perlunya pertimbangan mendalam dengan mengacu beberapa elemen seperti 1) jarak dan bentuk geografis; 2) ukuran pasar dan daya beli; 3) tingginya permintaan; 4) franchising sebagai strategi ekspansi; 5) dan adaptasi pada strategi manajemen dan pemasaran merupakan proses evaluasi yang sangat penting dalam proses pemilihan Indonesia sebagai negara penyelenggara dalam bisnis ekspansi. Penelitian ini menggunakan paradigma post-positivistik sebagai dasar untuk teori dengan pendekatan penelitian kualitatif dan metode pengumpulan data melalui wawancara mendalam.References
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