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Donny Susilo
Asia University Taiwan
Economics, Econometrics & Finance

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SACRALISATION MARKETING STRATEGY (INNOVATIVE BRANDING FOR INDONESIAN LOCAL CULTURE) Donny Susilo
BISE: Jurnal Pendidikan Bisnis dan Ekonomi Vol 4, No 1 (2018): Jurnal Pendidikan Bisnis dan Ekonomi
Publisher : Department of Economics Education, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/bise.v4i1.21498

Abstract

The integrated program on poverty reduction proposed by Indonesian government, though statically proven reduce the poverty rate Indonesia, still invite critiques from experts argued that it was not really effective and touched root of problems. Therefore new approach has to be introduced. This paper introduced new brand strategy for local culture that can empower local people to survive by their own and by this way. The distribution of government program shall not be issue anymore. Theory of cultural branding was used as fundamental of this paper. Bali island has been successfully applied this strategy since a long time ago. It is interesting fact that tourists had got much education about the sacred culture and traditional belief in products and places in Bali. Therefore they were motivated to consume, some of them looked for safety, happiness, miracle and benefit from sacred story. This strategy is proven effective since it can increase price of their product beyond logic and it is potential to apply widely in other areas such as Batu, Singapore and other cultural areas both in Indonesia and in global scope.
Macro environment analysis of automotive industry in Indonesia Donny Susilo
BISE: Jurnal Pendidikan Bisnis dan Ekonomi Vol 4, No 2 (2018): Jurnal Pendidikan Bisnis dan Ekonomi
Publisher : Department of Economics Education, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/bise.v4i2.25342

Abstract

Indonesia remains attractive for economic study. Its development makes Indonesia interesting for investment with no exception to automotive industry. Indonesia is the country holding the biggest car purchase record South East Asian countries. There will be more challenges along with opportunities ahead therefore industrial analysis is required in order to help automotive players in Indonesia to prepare appropriate strategies for their sustainability and growth. In this paper, PEST analysis was utilized to identify politic, economic, social and technology environment of current Indonesia automotive industry and 5 Forces Michael Porter analysis was utilized to measure the industry attractiveness. It was founded out that there is potential in production growth because government intervened by promoting local content requirement policy for all OEMs (Original Equipment Manufacturers) to be fully implemented in 2019. The opportunity has also come from growth of financial industry since 65% of Indonesian people buy car by credit. Infrastructure development and government spending will also drive industry growth for specific category of vehicles. However control from government is still needed to balance the use of personal vehicle and mass transportation, otherwise it will result in more traffic problem, air pollution and decrease comfort in big cities such as Jakarta. While rivalry, threat of substitute and bargaining power of suppliers are high, bargaining power of buyer is low and threat of new entrant for automotive industry in Indonesia is medium considering high initial investment
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