在20世纪90年代初，印度尼西亚的增长率为8%，即使现在被认为是非常高的。增长率没有持续，在印尼政府和金融部门的一些严重的缺陷被高亮显示。这实际上导致了一个积极的结果，在该国进行改革，并为其人民的可持续发展的良好的执政的需要。自1998以来，政府一直积极鼓励外商直接投资，包括许可证和特许经营机会。今天在印度尼西亚，一些法律含义仍然没有他们应该那么简单，所以选择正确的市场进入战略是我的产品成功和吸引印尼公众的关键。由公司MSF的影响（成立于瑞士）我想产生急救药箱伴随小册子。这一建议背后的想法是有关的事实，印度尼西亚是最自然灾害多发的国家在亚太地区和世界。在进行了广泛的阅读后，我发现了一个统计表明，平均相比，欧洲，这些地区的居民几乎是80%的教育水平较低的急救程序。许多组织被派到这些国家在灾难后的帮助，但许多小村庄不能达到很长一段时间。有了一个基本的指南，可以挽救许多生命的急救。
In the early 1990s Indonesia enjoyed a growth rate of 8%, which even now is considered very high. The rate of growth was not sustained, and some serious flaws in the Indonesian government and financial sector were highlighted. This actually led to a positive result, imposing reform in the country and the need for good ruling for a sustainable development for its people. Since 1998 the government has been actively encouraging foreign direct investment, including licensing streaming and franchising opportunities. Today in Indonesia some legal implications are still not as simple as they should be, so choosing the right market entry strategy is key to my product being successful and attractive to the Indonesian public. Influenced by the company MSF (founded in Switzerland) I want to produce First Aid medical kits accompanied by a booklet. The idea behind this proposal is related to the fact that Indonesia is one of the most natural-disaster prone countries in the Asia Pacific and the world. After conducting an extensive amount of reading, I found a statistic indicating that on average compared to Europe, inhabitants of these regions are almost 80% less well educated on first aid procedures. A lot of organisations are sent out to these countries to help after disasters, but many small villages cannot be reached for lengthy periods of time. With a basic guide to first aid many lives could be saved.
在这个产品的机会，它可以在市场上出售，或者政府可以投资这个产品，它可以通过MSF的基础的人的自由。看完后我发现，这实际上是一个利基市场，如我所说的慈善机构可以帮助，但灾后许多人死亡或成为危重病不是通过临界损伤，但不注意的小细节，例如伤口成为脓毒症，一些容易预防少量的防腐剂和绷带。该产品制造成本低廉，可以被一些人认为是一个重要的产品，使其很有市场。我选择的产品是一个重要的项目，而不是一个奢侈品。我会谈谈我的市场进入策略，以及我计划如何将此产品导入产品市场的其他方面。我的产品具有下降到一个关键性质的一类的特点，这就是为什么我认为这是一个可持续的和合理的产品选择。随着我的进步，通过我的文章，我将讨论我的市场进入战略，投资的类型，我计划沉迷于和其他因素有关的成功和可持续发展的产品。
The opportunity within this product is that it can be sold on the market, or the government could actually invest in this product and it could then be distributed through the MSF foundation to the people for free. After reading I found that this was actually a niche in the market, as I mentioned charities can help, but after disasters many people are dying or becoming critically ill not through critical injury, but lack of attention to small detail, for instance wounds becoming septic, something easily prevented with a small amount of antiseptic and bandages. The product is cheap to manufacture, and could be considered by some as an essential product, making it very marketable. My product I chose is an essential item rather than a luxury product. I will talk about my market entry strategy and also other aspects of how I plan to introduce this product with success into the product market. My product has the characteristic of falling into a category of a crucial nature, and that is why I think it is a sustainable and justified product choice. As I progress through my essay I will discuss my market entry strategy, the type of investment I plan to indulge in and also other factors concerning the success and sustainability of the product.
Firstly I would like to Introduce Indonesia as my subject country with some facts and background information, so that when defining some of my strategies it is easy to identify why I have picked particular methods with respect to the country itself. Indonesia has a 200 million strong population, with over 50% being under the age of 25, and with such a young population a product of this type could easily be introduced to school and in education procedures. As I mentioned, statistically those in the Asia Pacific are less well educated in this field than anywhere else in the world. As the country continues to industrialise itself it is becoming more Westernised, the growth of hotel chains and tourism, overseas travel and media expansion has lead to this, making it an attractive site for investment. There is clear indication to the cultural nature of the consumer in Indonesia, they are a newly industrialising country so clearly understand the value of money, and will not willingly pay-out for a cheap ill manufactured product. Singapore distributors, agents and importers are a good route into the Indonesian market in terms of market entry as they ship a large amount of goods into the region.
Gaining competitive advantage in this market will rely mainly upon brand image and the fact that thus far from reading I have found no such product readily available to the Indonesian public especially those in rural areas, and using an already established company to distribute this product already gives geographical advantage in terms of being able to deliver the product. Quality is essential, so as a Business I would have to consider the cheapest form of manufacture whilst still maintaining a high standard. Distribution would effectively have to be through another company such as the MSF. In the urbanised areas such as Java the product can easily be sold through supermarket or street stalls, with consideration to the fact that as a culture, the face-to-face approach is much more effective. Indonesia has been under reform in terms of its investment sector since approximately 2005, with the Indonesian Government attempting to lift constraints and reform laws effecting the way in which money is spent within the country. The government are always looking for ways to "invest in the people".
As I have made a brief introduction on Indonesia and its market potential, I will now move onto the investment climate in Indonesia, including information on legal and regulatory framework, financing options and some information on the labour market.
Indonesia has a huge potential in its domestic market, they have a varied amount of natural resources and a productive labour force. Since the 1980's at least there has been an increasing interest in Indonesia in terms of Foreign Direct Investment. A combination of deregulation, market liberalisation and a series of fiscal incentives Foreign Direct Investment was encouraged into other sectors of the economy not just fuels. Since then the Indonesian Governments' main economic policy has been to encourage these investments and work towards export-focused manufacturing. I think in terms of relating this back to my product, it would be fairly easy for the nature of my product to be introduced. It is not something that they would home-manufacture as a world export.
There are some rules regarding pharmaceuticals within Indonesia tied in with US patenting laws, whereby U.S. pharmaceutical industries remain concerned that, although the patent law amendment last year is an improvement, the present patent law does not satisfy the "Trade-Related Aspects of Intellectual Property Rights" requirements;including compulsory licensing provisions, a provision allowing the import of certain patented raw materials; and law and regulations on local working requirements. The Pharmaceutical Research and Manufacturers of America have also pointed out the incidence of smuggled counterfeit drugs from neighbouring countries, the issue of corruption, joint venture requirements, generic drug prescriptions and supply to government institutions and taxation. Through reading about these particular patenting amendments I think my product would be unaffected, I did initially think that a small amount of legal pain killer could be included in the pack, but for ease I think that a basic first aid kit would be more appropriate and an easier product to enter into the market. Also I think that maybe considering joint venture with local businesses could encounter too many obstructive problems, thus why I decided against this particular route of entry.
My market entry strategy has to be tailored to Indonesia itself: it must be noted that financial incentives are much more attractive to westernised countries, the dynamics of their culture are the most important factor in having a successful product introduced into the market. I aforementioned that Indonesia is becoming a more educated culture, however this does not distract from the cultural norms they obtain. I think that the obvious choice of market entry is the franchise through an existing company, like I have mentioned, 'Medecins Sans Frontiers' (MSF). They are a well established charitable company known in the region, who have the trust of the Indonesian community already. The franchiser MSF can provide me with their trademark and necessary resources to kick start the product. They will already have specific guidelines on how they operate, thus I would follow them to produce my product to their standard. I think this is the best way as I would consider my product a short term investment. It is something that people will only need to buy maybe 1 or 2 times, so obviously Direct Investment or Licensing is not the most optimum entry selection as attempting to borrow money would be very difficult for this sort of product in the short term. This way, the product is protected. Using the MSF brand to sell this product would be beneficial in more than one way. Trust is a huge factor in Asian Markets, flimsy investments will not even be considered, and these proposed first aid kits would not only be attractive to the people of Indonesia, but also the government. For instance the recent earthquake, even 20 days after the event people in rural villages still could not be reached. Emergency trucks were distributing hygiene kits, blankets and sheeting, but no aid kits. The aid kits can be seen as an investment in its people: something distributed in heinsight, rather than when it is too late. It is important when devising plans for a new product, to ensure the company has a well documented contingency plan, if a disaster should occur. I think in this scenario the only possibly way to make sure the business idea is protected is through various insurance, and ensuring that all legal factors surrounding the franchising are tight. If I were using direct investment as my means to enter the country I would have to think of other plans, a death within a business or a shock that could disrupt the running of the business could be much more financially unstable if it were personal investment at stake.
When dealing with this product in particular, it is difficult to forecast the amount of demand that could occur. If a natural disaster weren't to happen for another 15 years, then you would assume that the demand would be similar to that of another financially and population wise similar country. However due to the uncertainty, it is unpredictable. I think the nature of the product isn't one that is only customised to Indonesia. The handbooks that accompany the kit will be written in Indonesian, as even though in the more rural parts there is a great deal of biodiversity, this is the most popular language. I would have to take into account that the vast majority of people within the country are of Muslim religion, so demonstrative pictures in the hand guide would have to be modestly dressed, and in keeping with the Indonesian visual.
After conducting research, it comes as no surprise that either manufacture in China or Taiwan would be the cheapest. Production in China would mean also shipping from there rather than Singapore as I previously suggested as an option. Diplomatic relations have developed between the two nations, and keeping production within the pacific is clearly the most financially obvious suggestion. I have highlighted the current investment climate within my chosen country, Indonesia, discussed my product selection and justification, explained my market entry with attention to gaining competitive advantage and where appropriate talked about regulatory frameworks and existing laws that may affect the entry of my product. Overall I think my report covers all the aspects required to address when attempting a business venture such as this. I think that my product would succeed under short term investment and that it is a desirable product that is long overdue to be introduced to the Indonesian people at a low cost but still maintaining a high quality in the process. Operating within a domestic market I think I have taken into account all influential factors within the market and see my proposal to result in success.
进行研究后，这是毫不奇怪，无论是在银川地图或台湾制造将是最便宜的。在银川地图的生产也将意味着从那里航运，而不是新加坡，因为我以前建议作为一个选项。两国之间的外交关系，并保持在太平洋地区的生产显然是最经济明显的建议。我强调了目前在我选择的国家，印度尼西亚的投资环境，讨论了我的产品选择和理由，解释了我的市场进入，并注意到获得竞争优势，并适当地讨论了监管框架和现有的法律，可能会影响我的产品进入。总体而言，我认为我的报告涵盖了所有需要解决的问题时，试图这样的商业风险。我认为我的产品在短期投资下会成功，而且是一个很好的产品，很早就应该被介绍给印尼人民以较低的成本，但仍然保持在这个过程中的高质量。在国内市场的运作，我认为我已经考虑到市场上所有有影响力的因素，并看到我的建议，导致成功。