PROPOSE NEW CUSTOMER PROFILE TO IMPROVE ASSET PORTFOLIO CASE OF PT TOYOTA ASTRA FINANCIAL SERVICES (TAF)

• Main Author: LYSTA SIRAIT (NIM 29316106), MUARA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29056
• Institution: Institut Teknologi Bandung

Financing companies focusing on motor vehicle financing, grew rapidly in line with the increasing demand for motor vehicles. A growing number of finance companies are leading to tight competition in terms of products, services and area coverage. TAF (Toyota Astra Finance Services) is a joint venture company of Astra International and Toyota Financial Services, Corp established in 2005. TAF is a finance company with its core business is financing Toyota car ownership. As one of the financing companies which established in 2005, although supported by the largest automotive company in the world, should be able to compete in this market. The biggest risk faced by a finance company is the default rate that ultimately leads to losses to the company. TAF suffered huge losses in 2017 that have not happened before. This study aims to find the customer profile should be taken which has small probability of default. After finding the right customer profile, this project will propose a marketing strategy for that customer profile. <br /> <br /> This study uses quantitative analysis to analyze TAF customer database as of December 2017. The analysis is limited to customer data causing loss throughout 2017. Quantitative analysis uses a statistical approach using the Decision List model. For additional data, the research conducted a survey to TAF customer and non customer TAF’s customers in Jakarta and Surabaya to find the customer's psychographic and find what product or service they need. The numbers of customers surveyed is 281 customers; consist of 241 TAF’s customers. These numbers have been tested statistically to ensure sufficient sample. The surveys were conduct by telephone survey, focus group discussions and questionnaire. <br /> <br /> This analysis uses External and Internal analysis, to obtain current customer profile, the external factors that affect the business including competitor analysis and current strategy applied. Based on that analysis, this project also identifies company’s strength, weakness, the opportunities available in the market and the threats to TAF business. <br /> <br /> All of these analyzes will redefine the customer profile that will potentially improve the quality of TAF portfolio and develop a strategy to reach those customers up to optimum composition which contribute acceptable level of losses. <br /> <br /> Finally, this research recommends company to make improvement in the marketing strategy to improve the composition of good quality asset portfolio. Implementation of the new marketing strategy will be done for 1 year, and achievement targets are measured at the end of 2019.