Implementation of The Swot Method in Localization Strategies for Foreign Companies in Indonesia (Case Study on Cocolyze)

Widyanti, Ni Made Marthalia (2024) Implementation of The Swot Method in Localization Strategies for Foreign Companies in Indonesia (Case Study on Cocolyze). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

Cocolyze is a French digital marketing company that specializes in SEO tools (Search Engine Optimization) for professionals and beginners. Cocolyze wants to make a design for market expansion to countries that have not been entered, Southeast Asia is one of the destinations and they are interested in entering the Indonesian market. This research aims to analyze the external and internal factors of the company in order to formulate a marketing strategy that will underlie Cocolyze's localization strategy as a foreign company in Indonesia. The research methods used are interviews, observation, qualitative, with additional calculations through the Internal Strategic Factors Analysis Summary (IFAS) and External Strategic Factors Analysis Summary (EFAS) matrix. This research is expected to provide appropriate suggestions and recommendations for Cocolyze in determining strategic steps to enter new markets outside its home country. The IFAS Matrix analysis results show that there are five points that describe the company's strengths from various points of view and show that there are five points of weakness identified. The EFAS Matrix results show that there are five points in terms of opportunities and there are five points of challenges identified. The SWOT diagram above illustrates that Cocolyze is currently in quadrant I, indicating that the company's current position is very favorable. By having available opportunities and strengths, Cocolyze can optimally utilize them. The appropriate strategy to adopt in this situation is to support an aggressive growth policy. The SO strategy utilizes all internal strengths to seize and make the most of external opportunities. This strategy is the most appropriate for Cocolyze and makes other strategies as alternatives that can be used by Cocolyze considerations to develop and maintain services to stay ahead of the competition. Keywords: SWOT, Localization, Company, IFAS Matrix, EFAS Matrix.

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