Sustainable market entry strategy case on healthcare industry SME in Indonesia to enter Vietnamese market

Abstract

This research aims to help the company as SME in the healthcare industry. It is to discover and understand the internal and external factors of the company that affect market entry strategy and recommend the most sustainable internationalization strategy to enter the Vietnamese market based on internal and external analysis. This descriptive research uses primary and secondary data. Primary data are collected by interviewing key persons of the company, and secondary data are collected from journals, articles, and other professional sources that are relevant to this study. External factors are analyzed by PESTLE Analysis and Porter's Five Forces. Meanwhile, internal factors are analyzed by Resource-based Analysis. The result shows that export is the most sustainable internationalization strategy for the company, which is affected by internal factors such as the strengths of Platinum Inspiration and human resources of the company and external factors such as Vietnam's condition, the intensity of competition, and the attractiveness of the healthcare industry.