ANALISIS STRATEGI INTERNASIONALISASI NIKE.INC DI TIONGKOK DALAM MENGHADAPI PERSAINGAN PASAR GLOBAL

Attila Khansa Rayhan, 2024, 202010360311336, University of Muhammadiyah Malang, Faculty of Social and Political Science, International Relation Study Program, Analysis of Nike.Ine's Internationalization Strategy in China in the Face of Global Market Competition, Advisor: Devita Prinanda, M.Hub.Int.

This study analyzes the internationalization strategy of Nike, Inc. in China with the OLI (Ownership, Location, Internalization) eclectic theory approach and qualitative descriptive method. In the ownership dimension, Nike's global brand advantage and product innovation are the main factors that strengthen its position in the Chinese market. This strategy is supported by an efficient supply chain and advanced technology used in the production process. In terms of location, Nike capitalizes on the potential of the large Chinese consumer market, the growing middle class, and the support of government policies that favor foreign investment. However, challenges from competing local brands such as Li-Ning and Anta demand continuous innovation In the internalization dimension, Nike chose to integrate most of its production processes to maintain quality control and flexibility in the face of market dynamics. The results show that Nike's success in China is supported by a combination of innovation, local adaptation, and digital marketing strategies. This research provides insights for other multinational companies who want to understand and face the challenges of entering a competitive global market.