Indonesia, as an emerging country, offers a lot of potential for doing business. A lot of businesses from various industries are interested in investing in Indonesia to exploit this opportunity. Banking industry is one of them.

CTBC Bank, as one of the biggest bank in Taiwan, is one of the foreign banks that has an operation in Indonesia. Established since 1997, CTBC Bank has operated for nearly 20 years in Indonesia. The strategy that CTBC Bank implemented in Indonesia is a very interesting case to be discussed. The research focus areas are CTBC Bank’s international strategy in Indonesian market, including the incentives and benefits that CTBC Bank aimed when entering Indonesian market, the type of strategy implemented, the mode of entry used, the risk faced by the bank, and the outcomes gained after successfully entered Indonesian market. In order to get the related data, interview with CTBC Bank Indonesia representatives was conducted.

This research shows that CTBC Bank has an incentive of gaining access to emerging market, in addition to establishing a global integration throughout Asia Pacific. CTBC Bank implements the international corporate level strategy, particularly the transnational strategy in doing its business. Joint venture was used as the mode of entry when entering Indonesian market. Political and economic risks are the major risks that the company faced when operating in Indonesia. And the major outcomes are the positive financial result that CTBC Bank Indonesia could contribute to the headquarter.

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