THE PROPOSED NEW STRATEGY TO ATTACK AND GRAB MARKET SHARE CASE STUDY: CHEVROLET INDONESIA

• Main Author: YULI PUSDIONO (NIM: 29110039) Pembimbing : Erman A. Sumirat SE.AK.,M.Buss, TEDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19542
• Institution: Institut Teknologi Bandung

General Motors Indonesia (GM) with the trademark Chevrolet has been known in the Indonesian automotive market since 1942. During its journey, GM has had many ups and downs conditions that made it still has a small market share in Indonesia. Around the 70's, Chevrolet disappeared from the Indonesian automotive market and replaced by Japanese manufacturers automotive market. In 1993 GM restarted the Indonesian market by cooperating with a local company (PT Garmak Motor) as a joint venture, and in 1998 it acquired the entire shareholders and began to expand its market penetration. However, in 2005 market and production fell again and eventually closed its assembly plant and GM Indonesia became a marketing office only. In the 2011 GM re-invested by activating assembly plant in Indonesia and trying to penetrate and capture market share in the Indonesian automotive with the same Chevrolet brand. <br /> <br /> <br /> Indonesia’s automotive market conditions at revival period of the Chevrolet Indonesia is very competitive, and put Chevrolet Indonesia as the market challenger in the middle of its giant competitors. This situation forcedChevrolet Indonesia to have a new strategic management to overcome all possibility that might affect its business Steps to formulate management strategies such as the analysis of internal factors analysis (IFAS) and external environmental factors (EFAS), which is got from SWOT analysis and comparing with Porter’s generic strategy to obtain the TOWS matrix. From the TOWS matrixderived into four optional solutions which can be implemented at <br /> <br /> <br /> Chevrolet Indonesia. Priority of the four solutions of the TOWS matrix is as follows: Weakness – Threat Strategy, Strength – Threat Strategy, Weakness – Opportunity Strategy and Strength – Opportunities Strategy. Results of the analysis TOWS matrix strategy mentioned above will be made the basis for formulating the new strategic management for Chevrolet Indonesia to attack and grab market share in automotive industry.