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All Journal Journal of Advances in Accounting, Economics, and Management Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik Journal of Micro, Small and Medium Enterprises
Ardiansyah, Nisa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Advances in Accounting, Economics, and Management

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Transformation of Marketing Strategy in Decision Making in the Era of Globalization: Case Analysis of PT.Indofood Sukses Makmur, Tbk Ardiansyah, Nisa; Aurellia, Raihana Zahra; Anatasya, Wahyu; Carolline P.S, Petra; Hidayat N, Rusdi; Kusumasari , Indah Respati
Journal of Advances in Accounting, Economics, and Management Vol. 2 No. 2 (2024): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/aaem.v2i2.532

Abstract

Globalization and the development of digital technology have created both challenges and opportunities for multinational companies, including PT Indofood Sukses Makmur Tbk. This research aims to examine how Indofood implements an adaptive marketing strategy in the face of the challenges of globalization and accelerated digitalization. Using the literature study method, this research explores the key factors that contribute to the success of Indofood's marketing strategy. The findings show that Indofood's success is underpinned by the implementation of an integrated glocalization strategy, product innovation that meets the needs of the local market, utilization of digital technologies such as big data and e-commerce, and flexible and responsive human resource management. This strategic approach helps Indofood maintain its global competitiveness while still meeting the needs of domestic consumers. The study also highlights the importance of integrating global and local strategies, continuous innovation, and the company's ability to adapt to market changes. Through the case study of Indofood, this research offers conceptual guidance for manufacturing companies in Indonesia looking to develop marketing strategies in the digital age.
Co-Authors Anatasya, Wahyu Aurellia, Raihana Zahra Carolline P.S, Petra Hakim, Haris Al Hidayat N, Rusdi Kusumasari , Indah Respati Kusumasari, Indah Respati N, Rusdi Hidayat S, Petra Carolline Putri Sahelangi, Petra Carolline Putri