STRATEGI BISNIS TERINTEGRASI DAN KESIAPAN INTERNASIONALISASI DALAM PERLUASAN PASAR GLOBAL PADA PT ERZ GROUP INDONESIA (STUDI KASUS DI KABUPATEN BANDUNG, JAWA BARAT)
DOI:
https://doi.org/10.61722/jiem.v4i9.12651Keywords:
Integrated Business Strategy, Internationalization Readiness, Global Market Expansion, SWOT Analysis, PT ERZ Group IndonesiaAbstract
The increasingly competitive business landscape requires companies to develop strategies that enhance competitiveness and support market expansion to the global level. PT ERZ Group Indonesia implements an integrated business model through synergy between its ERZ Clean and ERZ Express business units. This study aims to analyze the integrated business strategy implemented by PT ERZ Group Indonesia, assess the company's readiness for internationalization, and identify supporting and inhibiting factors in global market expansion efforts. This research employed a qualitative case study approach, with data collected through interviews, observation, documentation, and triangulation. Data analysis involved reduction, presentation, conclusion drawing, and SWOT analysis to identify internal and external factors supporting business strategy development. The findings reveal that PT ERZ Group Indonesia has successfully implemented an integrated business strategy through strong coordination between ERZ Clean as the production and marketing unit and ERZ Express as the distribution and logistics unit. This strategy is supported by digital marketing utilization, product quality enhancement, customer service excellence, and strengthened distribution systems. The SWOT analysis identified key strengths including product quality, inter-unit integration, excellent service, and organized distribution systems. Opportunities encompass digital technology development, increasing market demand, business partnerships, and global market expansion potential. Weaknesses include the need for enhanced brand awareness, human resource competency development, and distribution network expansion. Threats arise from intense business competition, changing consumer needs, and rapid technological developments. Recommended strategies include strengthening digital marketing, improving human resource competencies, expanding distribution networks, strengthening strategic partnerships, and continuous product innovation to support internationalization readiness and global market expansion.
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