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All Journal Journal of Business and Management The Indonesian Journal of Business Administration Journal The Winners JAM : Jurnal Aplikasi Manajemen The Asian Journal of Technology Management (AJTM) Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business JOURNAL OF APPLIED BUSINESS ADMINISTRATION Almana : Jurnal Manajemen dan Bisnis Inovasi: Jurnal Ilmiah Ilmu Manajemen International Journal of Economics Development Research (IJEDR) Economics and Digital Business Review Jurnal Pajak dan Bisnis (Journal of Tax and Business) Jurnal Impresi Indonesia Marcapada: Jurnal Kebijakan Pertanahan Jurnal Locus Penelitian dan Pengabdian Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies e-Jurnal Apresiasi Ekonomi Journal Integration of Social Studies and Business Development Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN) IIJSE
Harimukti Wandebori
School of Business and Management, Institut Teknologi Bandung, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences

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MARKETING STRATEGY FOR FOREIGN BRAND: NAVIGATING PRICE WARS AND NEW COMPETITORS IN INDONESIA (CASE STUDY: CHEMICAL AND ALLOY DISTRIBUTION COMPANY) Hernandi, Mohammad Arfi; Wandebori, Harimukti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.8966

Abstract

Indonesia’s galvanizing chemical industry has become increasingly competitive because of rapid industrial growth, local market expansion, and the entry of new domestic and regional suppliers. CHEMICALLOY, a distributor of specialty chemicals from Germany, has long positioned itself as a premium supplier of specialty chemicals and alloy for galvanizing companies in Indonesia. However, because of the shifting customer preferences into faster delivery, competitive pricing, and localized service, it becomes a new challenge for them in this business. To remain competitive, CHEMICALLOY must adapt and modify its marketing strategy by understanding both internal capabilities and external industry situation now. This study used a qualitative case study approach supported by semi-structured interviews with galvanizing company representatives who were involved in the business, technical side, and decision making, including internal management. Analytical tools such as SWOT analysis were used to determine internal and external factors of company. Then it continued using TOWS matrix which was applied after identifying key internal and external factors to formulate strategic options. The analysis shows that CHEMICALLOY’s primary strengths are high product quality, technical expertise, and long-term supplier relationships, while its main weaknesses involve limited local responsiveness and high lead times. Opportunities exist in growing infrastructure demand, whereas threats come from aggressive local competitors and exchange rate volatility. The study proposes three main strategic implications: enhancing customer responsiveness through maximizing local warehousing and CRM integration, strengthening consultative and value-based selling to highlight efficiency benefits and profit to customers, and developing localized marketing initiatives to improve brand proximity. Overall, the results focus in integrating global product excellence with localized service responsiveness is critical for sustaining CHEMICALLOY’s competitive advantage in Indonesia’s galvanizing market.
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Mutalib Abdul Rahman Saleh Adhytia Pradiktha Darmawan Adnan Faris Sadewo Adrian Adrian Adriatama, Irshad Aliyya, Zalfa Andenko Utama, Andenko Andika Putra Panengah Arthur Simanjuntak Athaya, Neysa Shifra Audya Anindhita, Audya Aziz Laisa, Abdul Azkiya, Salma Chindia Ferdinansari, Chindia Chyntia Ika Ratnapuri, Chyntia Ika Darusulistyo, Sidik David CUH Sihotang Dermawan Wibisono Diah Armita, Sendika Dina Fadia Ditaprawira, I Gst. Ngr. Agung Bayu Dolitua, Arjuna Dyasanti Vidya Saputri Erik Joost de Bruijn Fadhil Fahmi Faizal Nasution, Akhmad Fikri Rasyidin, Muhammad Firdaus Ghalba Fitri Fitriyani Florentia Anindita Apsari Isthika Harm-Jan Steenhuis Hendra Winata, Hendra Hernandi, Mohammad Arfi Imaduddin, Dani Akhmad Iman Haryanto Irfan Fauzan Rasyad Iskandar, Bachtiar Ivan Gurhananda Izzah, Zulfa Nurul Jihan Syifania Anwar, Jihan Syifania Jumar Jumar Kenny Kenny Khalandara, Khalandara Lubis, Kevin Fachrul Razi M. Rizqi Fabianto, M. Rizqi Martha Yoanita Matahari Kesadaran, Matahari Melvina Pascaline Mohammad Hamsal Muhamamd Falah Haidi, Muhamamd Falah Muhammad Fakhrizal Muhammad Qareza Qualdi Muhammad Sherdian Wilandria Syofrinaldy Wilandria Syofrinaldy Noer Mulya, Tiwi Permata Mustika Sufiati Purwanegara Namira, Shastya Rizka Nathanael, Gabriel Adiv Novika Candra Astuti Nurlia Roza, Innayah Nurul Huda Nurwijayanti Patrick Marco Andries, Patrick Marco Pidada, Agung Ananda Putera Pratama, Ridho Prawiraatmadja, Widhyawan Qinanti, Rizqyani Rachmat Suhadi Raedi Zulfahmi Hanifi Ratih Ayudyaputri Reza Relen Indriyanto Riandiza, Bima Ricky Febrian, Muhammad Riski Pratama, Riski Rizal Abdullah, Rizal Ronaldo Bagus Putra Rumintjap, Astrid Felicia Rusbagja, Muhammad Zidane Ryan Gulfa Wijaya Sanctita, Mutia Puri Santi Novani Shauma, Rena Fazza Simon, Zefanya Ferdinand Sinulingga, Wenly Andalenta Sutansyah Marahakim Syukri, Khariful Tama, Widya Teddy Mulyadi Hidayat Tedo Esmu Ziraga, Tedo Esmu Timothy Winata, Hansen Trihandoyo Indroyono Soesilo, Trihandoyo Indroyono Vanya Winona Wahyudi Wahyudi Yonathan Adiputra Susanto Zulkifli Zulkifli