1.

Cost and Quality

 Quality and price positioning
Company : PT.Indofoof Tbk.https://www.indofood.com/
Indofood's product quality is the world's best quality product, especially in instant
noodle products, which have become worldwide. PT Indofood Sukses Makmur
(PT ISM), Tbk is an instant noodle producer in Indonesia that produces instant
noodles with 40 flavors and several brands. Indomie is the only Indonesian brand
to be included in the top 10 Global Brand 2017 according to the Brand Footprint
Kantar World Panel, a research institute from the WPP Group, the world's leading
communications and marketing agency network. According to research released
by Kantar Indonesia at the end of May, Indomie ranks as the eighth most
frequently purchased brand by households around the world. The global survey,
which is entering its fifth year, was conducted using the Consumer Reach Point
(CRP) metric which measures two variables, namely the number of households
that buy the brand (penetration) and the frequency of the brand being purchased
by consumers (frequency). The Indofood company implants Indomie instant
noodle products in the minds of Indonesian consumers that Indomie products are
original noodles and belong to Indonesia. As an original Indonesian instant
noodle, Indomie also presents the Indomie Selera Nusantara variant which comes
with the most popular flavors from various Indonesian specialties. Through this
variant, Indomie introduces this variant as Indonesian culinary tourism. The
tagline created by Indomie is “INDOMIE SELERAKU”, which everyone is very
easy to remember. The Indofood company implants Indomie instant noodle
products in the minds of Indonesian consumers that Indomie products are original
noodles and belong to Indonesia. As an original Indonesian instant noodle,
Indomie also presents the Indomie Selera Nusantara variant which comes with the
most popular flavors from various Indonesian specialties. Through this variant,
Indomie introduces this variant as Indonesian culinary tourism. The tagline
created by Indomie is “INDOMIE SELERAKU”, which everyone is very easy to
remember. The Indofood company implants Indomie instant noodle products in
the minds of Indonesian consumers that Indomie products are original noodles
 and belong to Indonesia. As an original Indonesian instant noodle, Indomie also
presents the Indomie Selera Nusantara variant which comes with the most popular
flavors from various Indonesian specialties. Through this variant, Indomie
introduces this variant as Indonesian culinary tourism. The tagline created by
Indomie is “INDOMIE SELERAKU”, which everyone is very easy to remember.
Sources :
http://aninditaayu12.blogspot.com/2016/08/analysis-segmenting-targeting.html
I chose Indofood as part of my dynamic strategy because this company has
excellent consumer goods products and is also superior in quality and positioning
in the Indonesian and global markets.
 The move toward an ultimate value marketplace
Company : Tesla Inchttps://www.tesla.com/
Tesla, Inc. was founded in 2003 by American entrepreneurs Martin Eberhard and
Marc Tarpenning. The name of the company is inspired by the Serbian-American
inventor Nikola Tesla. Tesla Motors was formed to develop electric sports cars.
Eberhard is Tesla's chief executive officer (CEO) and Tarpenning is its chief
financial officer (CFO). At that time funding for the company was obtained from
various sources, where one of the most funding came from PayPal founder, Elon
Musk. Britannica said, Musk contributed more than 30 million US dollars to the
new venture and served as chairman (chairman) of the company starting in 2004.
Elon Musk next stepped in as CEO replacing the previous CEO and Tesla
launched its first electric car product.
Sources :
https://www.idntimes.com/business/economy/rehia-indrayanti-br-sebayang/profil-
tesla-raksasa-otomotif-as-yang-mau-tanamkan-uangnya-di-ri/6
I chose Tesla because this company is one company that is able to disrupt the
automotive industry with great products and in a short time.
 Outflanking and niching
Apple Inc Company : https://www.apple.com/id/
Apple targets its products at the market or people who are concerned with style,
design and simplicity of the product, which is offered to consumers and the price
 is slightly more expensive than other products but of course can be affordable by
consumers. This product is so extraordinary that almost all Apple products have a
user interface that is stylish in appearance but easy to use.
Sources :
https://danjohnsonpr.files.wordpress.com/2015/02/apple-niche-market-final.pdf
Apple is a great company and also big so I chose the company in the dynamic
strategy because of its excellent consumer analysis.Timing and know-how
2. Capturing first-mover advantages
 Company : Tencent Inc :https://www.tencent.com/en-us
Tencent is a game company and digital technology originating from China. The
company's first step to success was to produce an application in the form of an
instant messaging service called OICQ, which was later renamed QQ. One year
since its launch, the instant messaging made by Tencent managed to get one
million users. Then the company began to switch to game production and also
acquired several gaming companies in the world as a step to seek profit.
Sources :https://hybrid.co.id/post/strategi-tencent-di-dunia-game
I chose Tencent because this company was able to make a very profitable first
step, namely by building digital products that matched consumer desires
 Creating impediments to imitation
Company : Samsung Inc :https://www.samsung.com/id/
Samsung as a mobile company that leads the android smartphone market in the
world has a strategy to prevent competitors from entering the industry and also
threaten the company's position. Samsung, one of the giant players which
dominates the global smartphone market, has carried out innovative strategies,
such as releasing smartphones with new features that cater to the needs of
customers, and achieves higher sales compared to its competitors in the
smartphone market.
Sources :http://ejournal.aibpm.org/index.php/APJME/article/viewFile/849/808
Samsung has a very good defense strategy where the company tries to keep other
competitors from entering by implementing many innovative strategies
 Transformation or leapfrogging
 Company : Toyota :https://www.toyota.com/
Toyota is now not just a company that produces and sells cars. If it doesn't
transform, Toyota will only produce and sell cars, nothing more. But by being a
mobility company, Toyota manufactures and sells everything related to mobility,
including cars. It has been almost a year for Toyota to carry out a business
transformation since the company announced it at the 2018 Consumer Electronics
Show (CES) in Las Vegas, USA.
Sources :
https://investor.id/industry-trade/198515/bah-toyota-pun-harus-transformation
I chose Toyota because Toyota's strategy to rise from the innovation of
competitors has successfully raised the company's image today as the best
mobility product manufacturer in the world.
3. Entry barriers
 Building a geographic stronghold by creating and reinforcing entry barriers
Company : Coca Cola :https://www.coca-cola.co.id/id/home
The company sells its products in more than 200 countries. However, they pursue
a different strategy depending on the region, because the needs of potential
customer differ from each other due to climate, income, culture or custom. An
example would be America and China: In America the products of Coca-Cola
almost reached maturity level, whereas in China there is a high growth potential,
but the needs and habits differ. In Asia people are more used to drink tea instead
of soft drinks. Also, the Marketing Channels, the advertisement, looks and taste of
the drink can be totally different adapting to people's diverse tastes.
Sources :https://www.grin.com/document/232661
I chose Coca-cola because the company has a unique strategy of defining products
in each different geographic segment
 Targeting the product market strongholds of competitors in other countries
Company : Nike : https://www.nike.com/id/
Nike's marketing strategy is in many ways the reason for the company's success.
Nike is now positioned as a premium-brand. Nike attracts customers with a
marketing strategy centered around a brand image consisting of a unique logo and
 advertising slogan: “Just do it”. Nike's main target market is athletes and sports
fans. The reason behind Nike targeting sports fans is that many of the products
they sell are stylish; of shoes, clothing and team jerseys. People don't have to be
athletes to use their products. Nike doesn't focus on athletic people by providing
them with the equipment and clothing to play the sport they love to play.
Sources : https://michiccoseptianh.blogspot.com/2018/10/manajemen-pemasaran-
global-nike.html
I chose Nike because Nike's strategy is able to conquer all markets in the world so
that wherever Nike products are sold, they are sure to sell.
 Competitors react to new hurdles
Company : BMW Motors :https://www.bmw.com/en/index.html
The electric car industry introduced by Tesla made many competing companies
act fast, as did BMW. BMW has added battery-powered versions of the X1 SUV
as well as the 5 Series and 7 Series. Meanwhile, BMW's flagship electric car, the
i3 has already surpassed the 200,000-unit production mark in 2020. The 200,000-
unit production model is leaving production facilities at the BMW Group plant in
Leipzig. . The BMW i3 is the BMW Group's first electric-powered large-scale
series model with a passenger cell made of carbon fiber reinforced plastic
(CFRP). The Life module made of CFRP is part of the special vehicle architecture
for the BMW i and was designed for electric mobility from the start. The car was
fashioned in Leipzig from pseudo carbon fiber and assembled in a unique process
developed by the BMW Group.
Sources :
https://otomotif.bisnis.com/read/20210223/275/1359890/ceo-bmw-sebut-dominat-
tesla-segera-berakhir-why
I chose BMW because this company is rich in innovation and also not afraid of
competitors. This is done by the company in dealing with other competitors in the
automotive industry such as electric motors
4. Deep pockets
 The rise of a countervailing power
Company : Xiaomi :https://www.mi.co.id/id/index.html
 The world's smartphone market competition is now dominated by Samsung. But
over time, a Chinese company, Xiami, began to try to compete with Samsung and
also create a new world of competition in the world smartphone industry. Xiaomi
plans to open 30,000 retail stores in China in the next three years. Not long ago,
Xiaomi has also inaugurated 10,000 new stores. Xiaomi innovates by targeting
the middle and upper middle market as their market segment centered on Asian
and European countries. Currently, Samsung is still ahead because Xiaomi has not
yet entered the American market
Sources :https://www.voice.com/tekno/2021/11/08/102822/sengit-ambisi-xiaomi-
jadi-smartphone-number-1-dunia-beat-apple-dan-samsung?page=all
Xiaomi is the company I chose because the company has big ambitions to become
the best smartphone company in the world. And slowly it becomes real
 Large firm thwarts antitrust suit
Company : Carrefour :https://www.carrefour.com/en
The Business Competition Supervision Commission (KPPU) decided that PT
Carrefour Indonesia was guilty of monopolistic practice by acquiring PT. Alfa
Retailindo. "PT Carrefour was legally and convincingly proven to have violated
Article 17 paragraph (1) and Article 25 paragraph (1) of Law No. 5 of 1999. And
stated that PT Carrefour Indonesia was not proven to have violated Article 20 and
Article 28 paragraph (2) of Law No. 5 of 1999 ," said the Chairman of the
Assembly, Dedi Martadisastra, during the reading of the verdict on the
monopolistic practice and unfair competition of PT Carrefour in Jakarta (11/3).
This case began when Carrefour was suspected of conducting a monopoly after
acquiring 75 percent of PT. Alfa Retailindo (Alfa) and Sigmantara Prime Horizon
of Rp 674 billion. Thus, KPPU ordered to release all of its 75 percent ownership
shares in PT Alfa Retailindo, Tbk to parties who are not affiliated with PT.
Carrefour Indonesia no later than one year after the decision has permanent force.
In addition, the KPPU also punished PT Carrefour Indonesia to pay a fine of Rp.
25 billion which must be deposited into the State treasury as a payment for
revenue violations in the field of Trade Business Competition, Secretary General
of the Business Competition Supervisory Commission.
 Sources
:https://money.kompas.com/read/2009/11/03/17533698/kppu.carrefour.terunjuk.
melaksana.monopoli
I chose Carrefour because the case experienced by the company is a form of case
that can be used as a lesson in doing business to always comply with applicable
norms, ethics and rules.
 Smaller competitors use courts or Congress to derail deep-pocketed firm
Company : GOTO (Gojek Tokopedia)
https://www.gojek.com/id-id/ https://www.tokopedia.com/
GoTo was sued by Terbit Financial Technology. The demands were addressed to
PT Application Karya Anak Bangsa (Gojek) and PT Tokopedia worth Rp 2.08
trillion. The claim was registered on November 2, 2021 with case number
71/Pdt.Sus-HKI/Merek/2021/PN Niaga Jkt.Pst. The company claims to be the
sole and legal right holder to the registered mark GOTO and all its variants. And
also added the "GOTO", "goto" and "goto financial" brands which have
similarities with the company's "GOTO" brand.
Sources :
https://www.cnbcindonesia.com/tech/20211109175343-37-290239/sengketa-
brand-gojek-tokopedia-already-List-nama-goto
I chose the GoTo merger company because it concerns how the power of a large
company is used in a legal case against a small company.