HEAVY EQUIPMENT MARKETING STRATEGY FOR CONSTRUCTION SEGMENT IN PT BRAND-A MARKETING AND SUPPORT INDONESIA

• Main Author: PRAMANA MARTONO (NIM 29115448), RAMA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30189
• Institution: Institut Teknologi Bandung

PT Brand-A Indonesia was established in 1982 with factory in Cakung, Jakarta. The company has integrated production facilities with PT Brand-A Marketing and Support Indonesia as trading and marketing subsidiary and PT Brand-A Authorized Distributor (BAAD) as sole distributor. Heavy equipment in construction SEGMENT shows increasing contribution of new machines sales. In 2011, it contribution just only 14% (2,746 units), but in 2016 Construction SEGMENT contribution achieved 51% (3,209 units). Increasing State Budget in Ministry of Public Works by 5% and Ministry of Transportation by 7% in 2017 are strong indications of increasing demand of heavy equipment in order to build 10,198 meter of bridge, 836 km of new road, 61 seaports, 13 new airports, 710 km new railway, 3 new big bus stations. <br /> <br /> Brand-A facing reducing market share in high demand of construction SEGMENT with only achieve 25% market share and only 15% market share in back bone model 20 ton class hydraulic excavator. Customers focus on low initial cost machine, flexible payment term and support from distributor. In order to overcome this problem, Brand-A Indonesia must divine new marketing strategies to penetrate the market through 4P’s marketing mix and differentiation through services.