The La Fonte Product Phenomenon: The use of International Corporate Strategy at Pt Bogasari Flour Mills for Pasta Products from Indonesia with Italian Names

Abstract

With today's technology, information is easily accessible from anywhere and anyone, from the Western world to the Eastern world. This is no exception for Indonesians. With this ease of access, foods that are typically enjoyed in Europe, also known as the Blue Continent, can also be enjoyed by people around Asia. This trend has been capitalized on by several companies to make it easier for people to enjoy foods similar to those from Europe. Pasta is one example of a food that can now be enjoyed by people around Asia thanks to technological advances that make it easy for people to obtain information. This Italian food, made from wheat, turns out to be suitable for the Indonesian palate, as Indonesians often consume wheat as a staple food. This has led to the creation of an Indonesian product based on Italian philosophy to innovate wheat-based foods. It turns out that neighboring countries also have similar wheat-based food consumption patterns, which ultimately creates opportunities for pasta to expand into several neighboring countries close to Indonesia. Such as Malaysia, the Philippines, Thailand, Japan, and even Korea. This article discusses how PT Bogasari Flour Mills uses international strategies to expand La Fonte pasta products into the global market.