Abstract
Liberalism in international trading opens the opportunity for any country to sell their products to the whole world. One of the activities that cannot be separated from international trading is Foreign Direct Investment (FDI). Nigeria is one of many countries which really welcome the concept of FDI. There are Indonesian corporations that have been investing in Nigeria, one of them is PT. Indofood Sukses Makmur. With the Toleram Group from Singapore, the company has built a new corporation together, called De United Foods Industries Ltd (DUFIL). FDI concept and Product Life Cycle (PLC) theory are used in this research, along with the qualitative method and descriptive technique of data analysis. The result shows that PT. Indofood Sukses Makmur (De United Foods Industries Ltd) is a company with horizontal FDI model. The company classified in greenfield FDI category, which developed with merger. According to PLC theory, instant noodle from PT. Indofood Sukses Makmur which has been produced by De United Foods Industries Ltd in Nigeria is currently in the mature step.
Highlights
Liberalism in international trading opens the opportunity for any country to sell their products to the whole world
One of the activities that cannot be separated from international trading is Foreign Direct Investment (FDI)
Nigeria is one of many countries which really welcome the concept of FDI
Summary
Strategi seperti ini menuntut pengetahuan pasar yang sangat baik mengenai produk apa yang membuat konsumen bersedia membayarnya dengan harga tertentu. Merek-merek baru akan muncul, sekalipun bersaing dengan jenis yang sama dari perusahaan yang sama pula. Pengaturan harga pada tahap ini menjadi naik-turun, juga seringkali diikuti dengan pemberian diskon yang ditujukan untuk mendapatkan konsumen baru. Bogdan dan Tailor seperti yang dikutip oleh Moeleong dalam (Subandi, 2011), mendefinisikan metodologi kualitatif sebagai prosedur penelitian yang menghasilkan data deskriptif berupa katakata tertulis atau lisan atau dari bentuk tindakan kebijakan. Produk makanan yang sangat terkenal di Nigeria salah satunya adalah Indomie, mie instan yang diproduksi oleh De United Foods Industries Ltd. Seperti yang telah dijelaskan pada Bab I, Indomie di Nigeria memiliki beberapa perbedaan dengan Indomie di Indonesia.
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