ANALISIS MODA ENTRI PENYEDIA JASA RITEL INDONESIA KE ASEAN: STUDI KASUS PADA ALFAMART

The aim of this study is to analyze the mode of entry of Indonesia's retail supplier into ASEAN countries in accordance with the commitment of each country in AFAS Package 8. The methods deployed in this study are the Hoekman Index and descriptive analysis. The study results show that Alfamart has entered into the Philippine market retail services without utilizing AFAS cooperation. This is due to Philippines's policy that still close its retail services market on such cooperation. The mode of entry used by Alfamart is franchise service. The success of Alfamart can be a benchmark to develop alternative modes of entry into other ASEAN countries in accordance with market access opportunities mapping of AFAS package 8. The alternatives of entry modes proposed in this study are: a) franchise for countries that does not have open access yet (indeks Hoekman 0) such as Brunei Darussalam and Laos, b) joint ventures in countries which have limited open access (indeks Hoekman 0.5) such as Malaysia and Myanmar , c) and wholly owned subsidiary in countries with full access into the market without restrictions (indeks Hoekman 1) such as Vietnam, Cambodia, Singapore and Thailand. A key factor which contributes to the success of retail service exports is local business partners who purchases master franchise. For that, the government can play a decisive role in promoting trade missions abroad to attract business partners.