The purpose of my thesis is to understand why Unilever Indonesia can successfully penetrate and survive in Indonesia market and capture the lessons in managing international strategy and upon understanding the key reasons, I explore possible improvement opportunities. The success stories of Unilever Indonesia brand is not only widely known locally in Indonesia but also internationally.

This thesis mainly covers about what is Unilever Global international opportunities to enter the market in emerging country, in this case, Indonesia; what kind of international strategies they implement, what kind of modes of entry and how is the strategic competitiveness outcomes they have got during their pace in Indonesia. Unilever Indonesia operations in Indonesia have started since 1933 when they decided to established a factory to produce their pioneer products: soap bar and margarine, during 78 years Unilever Indonesia seems always can control and handle the problem they faced through a multidomestic strategy so they always in a safe position in Indonesia market. Recent years, Unilever Indonesia not only focus on their business development, they also trying to care to their surrounding area through a sustainable living plan which is first launch in 2010. Unilever try to double their business and investment in Indonesia but on the other hand they try to halving impacts for the environment. The key lessons and barriers of international strategy will be highlighted in this case study and finally it will come up with the recommended strategies due to increase market share in Indonesia market.

Keyword: International Strategy, Investment, Fast-Moving Consumer Goods Industry, Indonesia Market, Unilever Indonesia.

The purpose of my thesis is to understand why Unilever Indonesia can successfully penetrate and survive in Indonesia market and capture the lessons in managing international strategy and upon understanding the key reasons, I explore possible improvement opportunities. The success stories of Unilever Indonesia brand is not only widely known locally in Indonesia but also internationally.

This thesis mainly covers about what is Unilever Global international opportunities to enter the market in emerging country, in this case, Indonesia; what kind of international strategies they implement, what kind of modes of entry and how is the strategic competitiveness outcomes they have got during their pace in Indonesia. Unilever Indonesia operations in Indonesia have started since 1933 when they decided to established a factory to produce their pioneer products: soap bar and margarine, during 78 years Unilever Indonesia seems always can control and handle the problem they faced through a multidomestic strategy so they always in a safe position in Indonesia market. Recent years, Unilever Indonesia not only focus on their business development, they also trying to care to their surrounding area through a sustainable living plan which is first launch in 2010. Unilever try to double their business and investment in Indonesia but on the other hand they try to halving impacts for the environment. The key lessons and barriers of international strategy will be highlighted in this case study and finally it will come up with the recommended strategies due to increase market share in Indonesia market.

Keyword: International Strategy, Investment, Fast-Moving Consumer Goods Industry, Indonesia Market, Unilever Indonesia.

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