Strategi internasionalisasi perusahaan konsultan enjiniring di indonesia studi kasus pt.tripatra engineering

Internationalization as impact of globalization is a process of companies moving and performs business acitivities beyond country borders. In addition of creating a new business opportunities, internationalization also raises challenges. To be able to well internationalize company must choose the right business strategy and market entry mode. The price collapse of global oil price since 2012 hit oil and gas industry and trigerred massive change in business process and reduction of capital expenditure. Decline of new development plan automatically leads to lower demans of engineering services. This condition also felt by Indonesia’s oil and gas industry and engineering services as one of its supporting industries. PT. Tripatra Engineering as domestic market leader of oil and gas engineering services over the past five years also affected by the downturn in the market where company revenues also decreased significantly. However, global shifiting in energy utilization to gas and oil price rebound gave the industry a bright hope. Papua New Guinea as one of the biggest oil and gas exporter in Asia Pacific embarked a major development plans of its oil and gas fields, as well as market developments in Houston as the capital of world oil and gas industry. This condition opens great opportunities for multinational companies to enter the market of Papua New Guinea and Houston. These research objectives are: (1) analyzing market size of Papua New Guinea and Houston, (2) analyzing factors that influence selection of market entry mode and (3) analyze and formulate appropriate entry mode to enter Papua New Guinea and Houston markets. Primary data of this research obtained from quiestionnaire and in-depth interview with respondents from both internal and external related parties. While secondary data obtained from results of literature studies, reports, journals and publications. Result of data research and analysis identified company internal factors which are strength and weakness as well as external factors in the form of opportunities and threats. Result of internal external matrix of PT. Tripatra Engineering positioned the company in quadrant II that is grow and build, where several choices of development strategies include market development, market penetration and product development. Analysis of SWOT matrix produced four alternative strategies and based on QSPM analysis prioritize SO (strength-opportunities) strategy as first priority which is to enter international markets of Papua New Guinea and Houston where regular clients operating by establishing cooperation with local and international partners and utilize Indonesia engineering experts to reduce production cost Identification result of factors influencing market entry mode are: (1) Market size and growth rate (2) Clien preference (3) Market competition level (4) Production cost (5) Human resources (6) Country political condition (7) Ease and government support in business establishment and (8) Company flexibility, recommends exporting as entry mode strategy to Papua New Guinea market and strategic alliance and joint venture entry mode for Houston market