PROPOSED DIVERSIFICATION STRATEGY OF AUTOMATED PARKING SYSTEM INDUSTRY IN PT TAKA PRECISION MANUFACTURING INDONESIA

• Main Author: Purwaningsih (NIM: 29116403), Dwi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26789
• Institution: Institut Teknologi Bandung

PT. Taka Precision Manufacturing Indonesia (TPMI) is private Indonesian company who provides service for fabrication, precision manufacturing and services for small to medium equipment in rotating industries. But in the last years TPMI was not productive optimally, customer was decreased because saturated market. TPMI want to get more profit for sustain in Industry. Other hand, almost all countries especially in Indonesia have problem about space for parking. Demand parking space has increasingly in the capital city but space area for building parking was limited. One best solution of parking system using automated parking system and have big potential market because no manufacture focus in this industry and this products have many benefit. TPMI find this business to be potential business in the future and try reached market with diversification strategy because automated parking system have similar capabilities, facilities and merchandising resource with TPMI. <br /> <br /> <br /> <br /> To know and ascertain the business planning feasibility or not, the researcher used the I/O model of above-average returns. Researcher analyze through the external environment and attractive industry. The purpose of this analysis to know macro-environment, faced competitor and high potential market based on structural characteristic of the industry. Method of external environment using PESTEL analysis, porter’s five forces and competitor analysis. Besides that, to get primary data, researcher conducts quantitative research through a questionnaire to get customer insight about automated parking system, researcher did observation in building office which has potential market and for qualitative research is conducted through an interview with expert in the company and industry of automated parking. <br /> <br /> <br /> <br /> According to external analysis, TPMI able to implementation of Automated Parking System in business. The corporate level strategy proposed for TPMI is Moderate to high level of diversification with related linked because the company have similar capabilities, facilities, tools and expertise with new business. The business level strategy proposed for TPMI is focused differentiation with specific target market. Four core competencies required which were (1) alternative limited space parking solution, (2) expertise of advanced technology for highly compact, fast, environmentally friendly, fully automatic parking, (3) Have patents and certification on automated parking systems, (4) Worker expertise and certified. For successful in this business, TPMI continue to develop of advanced technology, develop human resource through training and explore customer experience.