COMPETITIVE ADVANTAGE OF CHINA SMARTPHONE IN INDONESIA MARKET

Abstract

The purpose of this study is to analyze the internal and external factors of China Smartphone Brand in Indonesia market, which later will be continued to the analysis of its strategy to gain competitive advantage. The method in this research used qualitative method. The researcher started the analysis with the 4Ps，the next is CPM Matrix, internal factors and external factors, SWOT strategies, TOWS Matrix, IFE Matrix, EFE Matrix, IE Matrix, BCG Matrix, SPACE Matrix, Grand Strategy Matrix and the result in the QSPM. According to Porter (1985), a firm’s strengths will ultimately fall into advantage, differentiation, cost leadership, and focus. According to Parnell (2006), a firm strength can choose to lower costs than its competition or differentiating their product and/or service by consumer to charge higher price. Followed by preliminary interviews with the customer who use the china smart phone and the smart phone store which sell the Mobil phone in Indonesia. This paper attempts to open up various of competitive strategy surrounding this complex and high competitive industry. It thus, provided a base for future researchers to examine any aspects of smart phone and technology industry in Indonesia.