Abstract :

The objective of this research is to develop an effective marketing strategy for USLS Law Firm, a local Indonesian law firm, aiming to penetrate multinational and foreign markets. As the legal industry in Indonesia becomes increasingly competitive, with numerous local law firms establishing international affiliations, USLS Law Firm faces the challenge of enhancing its global presence. This study adopts a comprehensive research methodology, including VRIO, STP Model, Marketing Mix, Business Model Canvas, Competitor Analysis, Customer Analysis, PESTEL, and Porter 5 Forces, and in-depth interviews with USLS Law Firm’s clients and multinational companies. The research proposes several marketing strategies recommendations for USLS Law Firm. These include forming strategic partnerships with reputable international law firms, enhancing training and development programs for junior lawyers, adopting advanced technologies, targeting specific international markets, revising pricing strategies, improving office infrastructure, and strengthening marketing channels through Integrated Marketing Communication (IMC). Additionally, the importance of cultural sensitivity training is emphasized to improve client relationships and service delivery. By implementing these strategies, USLS Law Firm can achieve sustainable growth and maintain its reputation for delivering high-quality legal services, not only for local market, but also multinational and foreign markets.

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Keywords :

Foreign Market, Integrated marketing communication, law firm., Marketing Strategy, Multinational Market

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