LONG-TERM BUSINESS STRATEGY FOR A SMALL FAMILY BUSINESS ENTERPRISE: CASE OF ICLEAN INDONESIA

Abstract

Purpose The purpose of this research is to analyze the long-term strategies for a successful startup company. Design/Methodology/Approach This study took up the case of iCLEAN, which is a successful startup family business. The study uses strategic management tools, such as External Factor Analysis Summary (EFAS), Internal Factor Analysis Summary (IFAS), and TOWS analysis, and others to evaluate core competences of iCLEAN and external opportunities to suggest long term corporate, business and global strategies. Findings The study found that iCLEAN has achieved a size which requires consolidation and implement long term strategies. The study has suggested expansion strategy using the same product line or through concentric diversification as corporate strategy. The study has suggested Porter‟s Focus Differentiation as business strategy. The study has suggested localization within Indonesia and postpone globalization to the next stage of expansion. Originality/Value This is the first time the strategic case analysis is used in Indonesia.