Entry Strategies to Indonesian Market Case: MoveaRoll

Abstract

MoveRoll Oy, an internationally growing and expanding Finnish company located in Porvoo, has invented a unique technology to produce a paper roll conveyor which the company believes will revolutionise the paper roll handling industry. Moreover, after establishing itself in the Finnish market, the company has started expanding its business to countries like Sweden, USA, and China. Likewise, the process of expanding to the Russian market is currently underway and the company has recently launched its product in the German market by attending the paper trade fair. Furthermore, MoveRoll has introduced its product in China and soon the company will approach India while another big player in the paper industry, Indonesia, is to be analysed.

This study has been conducted for MoveRoll as market research for the company by creating a marketing plan with an emphasis on the Indonesian market. The paper is mainly divided into three parts, initially, after the introduction part, a theoretical framework is established consisting of the necessary literature review needed in the study. The theory part comprises of external (market) and internal (company) analysis enlisted with PEST analysis, Porters Five Forces, and SWOT analysis. A literature review of marketing strategies is given as well.

On the other hand, the external analysis part will provide information regarding the macro and microenvironment. In addition, a list of Indonesian paper producers and machinery suppliers will also be given, which was done through market research. Internal analysis will provide information focusing on MoveRoll Oy itself. At the end, a marketing strategy will be established for the company to consider when approaching the market in a practical and efficient way.