ANALYSIS OF GRAMEDIA'S INTERNATIONAL MARKETING STRATEGY IN MARKETING TRANSLATION LICENSES FOR GRAMEDIA-PUBLISHED BOOKS IN THE ASIAN MARKET

Abstract

This study analyzes the international marketing strategies employed by Gramedia in marketing translation licenses of Gramedia publications in Asian markets. Using qualitative methodology with in-depth interviews with Gramedia International Supervisor and SWOT analysis, this research explores how Gramedia adapts its marketing approach to penetrate international markets, particularly in Asia. The findings reveal that Gramedia possesses strong assets including diverse book collections and good reputation in Indonesia, while facing challenges in understanding cultural preferences of target countries. The research shows significant opportunities due to increasing reading interest in Asia and digital technology development, with main threats from intense competition with local publishers and regulatory differences across countries. Gramedia's marketing strategy encompasses market segmentation based on reader characteristics, positioning as quality publisher with Indonesian stories appealing to Asian readers, competitive pricing, cultural content adaptation, and digital promotion through local distributor partnerships. The study contributes to understanding international marketing strategies in the publishing industry, particularly in the context of translation license marketing in emerging Asian markets.