Marketing Strategy Analysis of Defense Industry Strengthening in the International Arena: A Case Study of PT. Pindad
DOI:
https://doi.org/10.32493/iijoms.v1i1.48342Keywords:
Strategy, Marketing, Defense EquipmentAbstract
This study aims to analyze the marketing strategy of defense equipment in supporting the strengthening of the defense industry in the international arena with the object of study PT Pindad. The methods used include interviews, documentation, literature studies, and website media analysis. The data obtained were analyzed using data reduction techniques and presented narratively. The results of the study indicate that to maximize the potential of the defense industry, product innovation with the latest technology, development of a strong research team, and in-depth market analysis are needed to understand customer needs and preferences. In addition, the development of domestic raw material independence through collaboration with the government and the private sector is also an important strategy. This study is expected to provide insight for policy makers in increasing the competitiveness of the Indonesian defense industry in the international market.
References
Albrecht, P. (2011). The Global Arms Trade and International Security. Cambridge University Press.
Cheng, D. (2015). Strategic Military Relations: Arms Trade and its Political Implications. University of Hong Kong Press.
Clark, I. (2005). Globalization and the World’s Defense Industry. Sage Publications.
Defence White Paper (2009). Australia’s Defence White Paper: Defending Australia in the Asia Pacific Century. Australian Government.
Gartzke, E., & Lupu, Y. (2012). The Political Economy of Military Technology. Oxford University Press.
Hinsley, F. H. (1986). Sovereignty and the Modern State. Cambridge University Press.
Mahnken, T. G. (2008). Technology and Military Transformation. Stanford University Press.
Morphet, J. (1994). The Role of Military Technology in National Power. Oxford University Press.
Pardiyono, R., Suteja, J., Juju, U., & Puspita, H. D. (2022). Buku ajar manajemen pemasaran. CV Pena Persada.
Rusilowati, L. (2013). Metode Penelitian Kualitatif dalam Ilmu Sosial. Penerbit Universitas Gadjah Mada.
SIPRI (2023). Stockholm International Peace Research Institute, Arms Transfers Database. SIPRI.
Siregar, M. R. (2018). Industri Pertahanan Indonesia: Dari Ketergantungan ke Kemandirian. Jakarta: Penerbit Universitas Indonesia.
Sunarsi, D. (2024). SWOT Teori, Implementasi, Strategy. Literasi Nusantara.
Supriatna, A., Denok, S., & Rita Intan, P. (2025). Buku Ajar Metode Penelitian Kualitatif. Literasi Nusantara. Malang.
Undang-Undang No. 3 Tahun 2002 tentang Pertahanan Negara.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Deny Arga Felani, Sri Retnaning Sampurnaningsih
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with INNOVATION: International Journal of Management Science agree to the following terms:
Authors retain copyright and grant the INNOVATION: International Journal of Management Science right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the INNOVATION: International Journal of Management Science published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (see also deposit policy and archiving on page journal).
