Global Marketing Final Exam

1. Cost and quality

 The move toward an ultimate value marketplace
Company : GOJEK :https://www.gojek.com/id-id/
Gojek is known as a digital application-based transportation startup company in
Southeast Asia. In order to reach a bigger market, the company merged with
Tokopedia and created a group called GoTo. The GoTo Group combines
electronic commerce (e-commerce) services, delivery of goods and food,
transportation, and finance. The company will provide a financial service called
GoTo Financial which includes GoPay services, financial services, and business
solutions for business partners.
Sources :
https://katadata.co.id/sortatobing/indepth/60a3f45d266d1/meukur-strategi-baru-
gojek-dan-tokopedia-via-goto-financial
 Escaping from the ultimate value marketplace by restarting the cycle
Company : Telkom Corp :https://www.telkom.co.id/sites
Telkom dominates the communications industry in Indonesia by providing a very
wide range of services and reaching all parts of Indonesia. In this case, in order to
get out of the highest peak of the company's value, Telkom formed a subsidiary
engaged in digital with different domains. An example is a subsidiary of Telkom,
namely PT Infrastruktur Telekomunikasi Indonesia (Telkom Infra) which is
engaged in providing managed services and domestic and international
infrastructure solutions.
Sources :https://lifepal.co.id/media/List-anak-Company-telkom/
 Quality and price positioning
Company : Samsung Inc :https://www.samsung.com/id/
The quality of Samsung products is unquestionable as the best Android-based
smartphone brand in the world today. Samsung maintains product quality by
utilizing continuous innovation development tailored to consumer needs.
Samsung targets more than one segments at the same time through offering
 several packages of products and services. For example, there are several
variations of Samsung SMART Signage professional displays with different sizes,
screen resolutions and functionalities and ultimately with different price tags.
Thus, Samsung appeals to the needs and wants of consumers with varying
financial capabilities. Samsung is known to imitate its main competitor Apple in
product in design, functionalities, as well, as marketing strategy. Certain Samsung
products such as mobile image sensors currently have low turnover. However,
these products have been developed with the anticipation that the turnover will
increase in the future.
Sources :
https://research-methodology.net/samsung-segmentation-targeting-positioning-
multi-segment-imitative-anticipatory/

2. Timing and know-how

 Capturing first-mover advantages
Company : Amazon:https://www.amazon.com/
Amazon as an international scale e-commerce company made the first step by
selling products by utilizing online media. This strategy provides positioning
advantages, market share and also greater product innovation opportunities. The
advantage of being the first commercial company in the field of e-commerce
makes Amazon the largest company in the world. Amazon maintained their first-
mover advantage in two ways; by partnering with Borders and continuing to
extend their product offerings into apparel, electronics, toys, and housewares.
This negated any customer preference for purchasing from Barnes & Noble by
becoming a much larger, one-stop-shopping destination.
Sources :
https://www.referenceforbusiness.com/management/Ex-Gov/First-Mover-
Advantage.html#:~:text=Amazon%20maintained%20their%20first
%2Dmover,one%2Dstop%2Dshopping%20destination.
 Creating impediments to imitation
Company : Lamborghini :https://www.lamborghini.com/en-en
 Lamborghini as a luxury car manufacturer creates market barriers with a
sophisticated car production technology strategy. In addition, the company
positioned the product in the form of a unique car product, which was limited and
only intended for the upper class. This obstacle makes it difficult for competitors
to penetrate the market or make similar products and compete in the same market.
Lamborghini focuses on creating unique cars with luxurious, sophisticated and
limited designs.
Sources:
https://economictimes.indiatimes.com/as-population-of-super-luxury-cars-like-
lamborghini-zooms-owners-do-bizarre-things-to-make-them-stand-
out/articleshow/17620796. cms?from=mdr
 Transformation or leapfrogging
Company : Netflix :https://www.netflix.com/en-en/
Netflix is one of the most successful companies in the world in digital
transformation. Netflix is known as a content creator alias content creator. But
now Netflix has dared to shift by creating its own original content that can be
enjoyed by everyone. Although it is still limited to TV series, this condition has
made Netflix successful in implementing digital transformation. Netflix offers
entertainment services one step further, namely by juxtaposing it via the internet,
which customers can get much more easily.
Sources :
https://inform.tmforum.org/features-and-analysis/2017/03/digital-transformation-
can-learn-netflix/
3. Entry barriers
 Building a geographic stronghold by creating and reinforcing entry barriers
Company : Aqua :https://aqua.co.id/
In its geographical segmentation, Aqua addresses all markets in Indonesia. Not
only in urban areas, but we can also find Aqua products in the suburbs, even in
the countryside. Demographically, Aqua targets people of all walks of life and
gender. AQUA holds more than 62% of the bottled water market in Indonesia, the
fifth most populous country in the world. AQUA Group's processing plants as a
 whole have a production capacity of more than 485 million liters of water per
year, and AQUA exports to Singapore, Malaysia, the Philippines and Australia. It
can be said that AQUA is a product that is not affected by climate differences, this
is because the consumer's need for clean water will always occur continuously as
a need that must be met and does not recognize the surrounding natural
conditions.
Sources :
https://blog.ub.ac.id/fauzidian/2012/10/21/segmenting-targeting-and-positoning-
aqua/
 Targeting the product market strongholds of competitors in other countries
Company : Coca Cola :https://www.coca-cola.co.id/id/home
Coca-Cola takes every customer as a target, however its segmentation is mainly
based on “age, family size and income.”[3] The perfect segmentation was a main
factor for Coca-Cola's success. Age is one of the most important segments of
Coca-Cola deviding it mainly into two parts: Coca-Cola mainly addresses its
product to a young customer base aged between 10-35. That is why they often use
well-known pop stars to promote their product. Also, the company targets
universities, schools, Colleges etc. in acquiring contracts. However, the coca-Cola
diet products also addresses an elderly segment considering people with diabetes
who are often 40 plus. Income is another important factor: the company offers its
product in many different sizes and packages at different price levels making it
affordable also for students, families, middle-class etc.
Sources :
https://www.assignmentsbox.co.uk/wp-content/uploads/2011/10/The-Coca-Cola-
Company-Marketing-Strategy.pdf
 Competitors react to new hurdles
Company : Bank BTPN :https://www.btpn.com/
The development of a digital financial system makes many companies act in the
competition of the financial industry. Ovo, Flip and other companies are
pioneering the digital finance industry. Their competitors, such as commercial
banks, are trying to leverage innovation. Bank BTPN with its Jenius brand has
 succeeded in redefining the meaning of banking to the wider community. How
not, Jenius is said to be one of the first banking companies to take advantage of
digital transformation. Jenius presents a new breakthrough with an online account
opening service with only one application, making it easier for the public without
having to meet face to face and be faced with difficult banking bureaucracy.
Jenius also provides various banking services, from balance checks, transfers, to
cash withdrawals using only applications.
Sources :
https://sasanadigital.com/5-examples-of-successful-companies-implementing-
digital-transformation/
4. deep pockets
 Large firm thwarts antitrust suit
Company : Lion Air Group :https://www.lionair.co.id/
The Business Competition Supervisory Commission (KPPU) imposed a sanction
of Rp. 1 billion to the three companies that are members of the Lion Air Group.
The company was proven to have violated Article 19 letter d of Law Number 5 of
1999 concerning the Prohibition of Monopolistic Practices and Unfair Business
Competition. "In the decision, KPPU imposed a fine of Rp. 1 billion to each of
the Reported Parties, so that in total, KPPU imposed a fine of Rp. 3 billion to
Lion Air Group.
Sources :
https://money.kompas.com/read/2021/03/29/162702126/terhasil-do-practice-
monopoli-3-company-lion-air-group-didena-rp-1?page=all
 The rise of a countervailing power
Company : Walmart :https://www.walmart.com/
Walmart as a retail company in the world has succeeded in mastering the retail
trade by opening many branches throughout the world. Walmart's glory began to
waver when Amazon tried to compete with the business system created by
Walmart. Amazon's competitive move is to acquire Whole Foods. Amazon is
developing a new store that is smaller and cheaper than Whole Foods, but offers a
much wider variety of products. The store is said to also focus on the drive-thru
 sales model, but still prioritizes convenience. This model allows consumers to buy
groceries online and pick them up without having to get out of the vehicle.
Sources :
https://economy.okezone.com/read/2019/03/02/213/2024880/saingi-walmart-
amazon-ubah-concept-toko
 Smaller competitors use courts or Congress to derail deep-pocketed firm
Company : Cisco.Inc :
https://www.cisco.com/c/en_id/index.html?country-redirect=true
Cisco as a technology company was sued by a small company, Centripetal for
$1.9 billion in cases of copying Centripetal's cyber security product patents. The
payment includes an award of $1.89 billion, reflecting $755.8 million in actual
damage suffered by privately owned Centripetal, multiplied by 2.5 to reflect
Cisco's "deliberate and appalling" behavior, plus prejudice interest. Cisco did not
present an objectively reasonable defense in court
Sources :https://www.itworks.id/33282/cisco-diorderkan-pay-19-miliar-dalam-
juangan-paten-as.html