He Jiaqi1, Achmad Herlanto Anggono2
Institut Teknologi Bandung
Abstract: Indonesia has a huge demographic dividend and market development potential and has become the preferred international station for smartphone manufacturers. Benefiting from the continuous strengthening of competitiveness in brand, channel, and technology. Leading manufacturers such as Samsung, Xiaomi, OPPO, etc. further clear out small manufacturers with no characteristics, The existing mainstream manufacturers have their own advantages in product positioning, overseas markets, channel construction, etc., and the track structure is optimized. However, as the smartphone market structure gradually stabilizes, product homogeneity is serious, and market competition is further intensified. How to surpass competitors and further improve financial performance needs to be solved. The main issue facing Chinese Smartphone Company is even current capture leading market position in cell phone, however, the financial results did not yield at the desired level. This study identifies proposals for Chinese Smartphone Company to maintain and increase its market share in its segments by means of analysis model along with financial data analysis in recent years. In the part of financial analysis, the author selects financial report data from 2016 to 2021 to empirically analyse the performance of Chinese Smartphone Company in Indonesia. The results found that after entering the Indonesian market, Chinese Smartphone Company quickly developed and became industry giant with effective penetration strategies, and the increase in market share is also not based on the premise of sacrificing profits. The company still maintains healthy profitability, and profitability is expected to improve further. This paper draws the following conclusions: (1) Current marketing strategy set in 2014-2015 works well during business embryonic period in capturing market share. (2) In order to improve the business and its financial performance the following suggestions may be appropriate: a. Cost efficiency, b. Further optimized strategies, c. Intensify products diversification, d. Invest in new business. (3) With the increasingly fierce competition in the mobile phone market, in order to further improve channel construction, the company can develop network channels with low construction costs and expand the product line to orientation develop high-end products, so as to access to high-income customer groups.
Keywords: Smartphone, Indonesian market, Market Penetration, Strategic Research, Value creation