THE SWOT ANALYSIS AND DEVELOPMENT STRATEGY OF A FOREIGN COMPANY IN GLOBAL MARKET (A CASE STUDY OF PT. SUNLOT INDONESIA COMPANY)

Abstract

This study was about a foreign company environment factors analysis for business development strategy in global market. This case is using SWOT analysis of the PT. Sunlot Indonesia to analysis the company environment factors and the development strategy in the Indonesia market. PT SUNLOT Indonesia is established in April 2011; also can called new company in Indonesia. As a new company they must to analyze the company environment in the market, and to know how to make strategic to development. This thesis is supposed to use SWOT analysis research the company environment of PT SUNLOT Indonesia. And then use the SWOT Matrix to develop the strategies based on the SWOT Analysis. Based on SWOT Analysis, researcher has developed the strategies as follow: through franchise stores distribution to build the strong brand in Indonesia market, and improve the service quality and production technology to compete with competitors. Use strong supply force and SUNLOT Group scales, take full advantage of Center Company’s support, attract more investors join with the company, develop other markets, and visit potential new customers. And re-arrange the employee recruit plan, improve employees’ works efficiency. And for the supplier payment they use the long term liabilities to reduce the threat of currency exchange rate instability.