BUSINESS STRATEGY TO SATISFY FUTURE INDONESIAN CUSTOMER NEEDS IN THE AUTOMOTIVE INDUSTRY: CASE OF TOYOTA-ASTRA MOTOR

• Main Author: WIRANATA (NIM 29115377), ARDHANA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21190
• Institution: Institut Teknologi Bandung

Toyota Astra Motor (TAM) is a Toyota brand holder and official distributor in Indonesia. <br /> <br /> <br /> <br /> <br /> <br /> <br /> By 2003 the company has been transformed into two companies in order to increase <br /> <br /> <br /> <br /> <br /> <br /> <br /> business efficiency and productivity which are Toyota Motor Manufacturing Indonesia <br /> <br /> <br /> <br /> <br /> <br /> <br /> (TMMIN) which focus in manufacturing activities and TAM which focus in distribution <br /> <br /> <br /> <br /> <br /> <br /> <br /> and promotion activities. <br /> <br /> <br /> <br /> <br /> <br /> <br /> According with the company's vision and mission, the company has a passion to increase <br /> <br /> <br /> <br /> <br /> <br /> <br /> sales growth as well as profit by gaining market share of forty percent and becoming the <br /> <br /> <br /> <br /> <br /> <br /> <br /> first in customer satisfaction. However, the potential problems arise because of the <br /> <br /> <br /> <br /> <br /> <br /> <br /> potential migration of buyers from the current generation of predominantly generations <br /> <br /> <br /> <br /> <br /> <br /> <br /> before the 90s to the 90s generation that had an impact on behavioral changes in buying <br /> <br /> <br /> <br /> <br /> <br /> <br /> vehicles. Therefore, in order to maintain competitiveness, Toyota needs to identify internal <br /> <br /> <br /> <br /> <br /> <br /> <br /> and external factors that influence customer decisions to purchase vehicles in the future. <br /> <br /> <br /> <br /> <br /> <br /> <br /> In order to perform strategy formulation, the situational analysis being conducted by <br /> <br /> <br /> <br /> <br /> <br /> <br /> gathering primary and secondary data then is being analyzed using PESTEL analysis, <br /> <br /> <br /> <br /> <br /> <br /> <br /> Porter five forces, marketing 4Ps, business model canvas. After the situational analysis <br /> <br /> <br /> <br /> <br /> <br /> <br /> being conducted, Company’s SWOT can be determined and solved using TOWS approach <br /> <br /> <br /> <br /> <br /> <br /> <br /> to perform strategy formulation. <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> As conclusion, future customer will needs a vehicle which can support their lifestyle, <br /> <br /> <br /> <br /> <br /> <br /> <br /> value for money, have green concept such as high technology and energy saving. On the <br /> <br /> <br /> <br /> <br /> <br /> <br /> other for the supporting activities such as after sales services they need ease, simplicity <br /> <br /> <br /> <br /> <br /> <br /> <br /> and fast service while for the promotion activities will more consider more information <br /> <br /> <br /> <br /> <br /> <br /> <br /> from internet. As solution, the author suggest three improvement areas in product line up <br /> <br /> <br /> <br /> <br /> <br /> <br /> and market coverage expansion, product specification and competitiveness improvement, <br /> <br /> <br /> <br /> <br /> <br /> <br /> and enhance company image reputation through 11 key strategies.