Abstrak Indonesia Merupakan Emerging Market Dibawah Dominasi Mutlak Produk Otomotif Jepang. Banyak Perusahaan Otomotif Non Jepan

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Abstrak Indonesia Merupakan Emerging Market Dibawah Dominasi Mutlak Produk Otomotif Jepang. Banyak Perusahaan Otomotif Non Jepan

IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA Abstrak Indonesia merupakan emerging market dibawah dominasi mutlak produk otomotif Jepang. Banyak perusahaan otomotif non Jepang yang tergiur dengan potensi pasar Indonesia namun ragu untuk bersaing dengan Jepang. General Motors, sebagai salah satu raksasa otomotif dunia, menjadi satu-satunya perusahaan non Jepang yang terus menggeliat berusaha membangkitkan bisnisnya di Indonesia.beberapa kali kegagalan dalam membuka pabrik perakitan di Indonesia tidak cukup meredupkan semangat General Motors mengingat sejarah panjangnya di pasar otomotif Indonesia. Pada tahun 2013, Chevrolet Spin hasil produksi pabrik Bekasi diluncurkan sebagai andalan GM di pasar Low MPV bersaing dengan Avanza dan kawan-kawan. Namun, penjualan Chevrolet Spin terus merugi bersamaan dengan berkembangnya mobil Low Cost Green Car(LCGC). General Motors memutuskan menutup produksi Chevrolet Spin di tahun 2015. Dalam penelitian ini, penulis akan memadukan kerangka analisis Porter’s five forces dalam mengungkap tantangan General Motors di pasar Indoensia dan strategi AAA dalam menjelaskan langkah-langkah strategis General Motors, termasuk penutupan pabrik, sebagai upaya untuk bertahan di pasar otomotif Indonesia. Penulis menduga, adanya indikasi General Motors kembali membangun pasarnya di Indonesia besama perusahaan patungan dari Cina, SAIC dan Wuling Motors, sebagai PT. SGMW Motor Indonesia. Abstract Indonesia is an emerging market under the dominance of Japanese automotive products. Many non-Japanese automotive companies are tempted by the potential market of Indonesia with hesitation to compete with Japan. General Motors, as one of the world's automotive giants, is the only non-Japanese auto company that continually struggling to swift its business in Indonesia. Some failures in operating assembly plant in Indonesia are not enough to dim the spirit of General Motors reffering its long history in the Indonesian automotive market. In 2013, Chevrolet Spin, produced in Bekasi plant, was launched as a mainstay of GM in the market Low MPV to compete with Avanza and friends. Unfortunately, Chevrolet Spin sales continue to lose money along with the raise of Low Cost Green Car (LCGC) market. General Motors decided to close Chevrolet Spin production by 2015. In this study, the authors will integrate the Porter's five forces analysis framework in revealing General Motors's challenge in the Indonesian market and AAA's strategy in explaining General Motors' strategic steps, including factory closure, in an effort to survive in the Indonesian automotive market. The authors suspect, the indication of General Motors re-build its market in Indonesia alongside joint ventures from China, SAIC and Wuling Motors, as PT. SGMW Motor Indonesia. Kata Kunci/ Key words: LCGC, General Motors Indonesia, SGMW, Strategi AA xvi SKRIPSI PENUTUPAN PABRIK PERAKITAN... AMY TIRTO .

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