TAM ANALYSIS ON SANDWICH PANEL INDUSTRY FOR HOSPITAL MARKET

• Main Author: Enrico
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41364
• Institution: Institut Teknologi Bandung

PT Sinar Inti Panel (SIP) is a company that manufacture insulated sandwich panel, a relatively new material technology for construction in Indonesia. This thesis is meant to identify the key players and key considerations on sandwich panel adoption in hospital market industry. In hope that this thesis can give some insight to find the best marketing strategy to penetrate the hospital market industry, specifically for sandwich panel usage. Sandwich panel is a relatively new industry in Indonesia. Sinar Inti Panel is a relatively new player in the industry and have managed to annually doubled its revenue in the recent years. With three products: EPS, PUR, and PIR, SIP fulfilled construction demand of F&B and Pharmaceutical industry. Top management of SIP is aiming the hospital industry as its new market share. Either the hospital market is a potential industry or not, this thesis must have a deep analysis on hospital market and existing market as comparison. On the finding whether hospital market is a potential industry for sandwich panel, hospital industry is unfamiliar with sandwich panel technology. SIP now facing another obstacle to tackle, how to make the hospital industry uses sandwich panel instead of the conventional material. Using TAM analysis, SIP expects to find the key players of the hospital market industry and by using variables of the TAM analysis their key value considerations on deciding to buy sandwich panel to fulfil their need. This thesis uses qualitative and quantitative methods through interviews and questionnaires among users of sandwich panel of SIP, both the non-hospital users and hospital users. The topic of interviews and questionnaires are meant to draw a conclusion / a method on how generally a hospital /sandwich panel industry perform their purchasing and buying actions. By using PEST Analysis, SWOT Analysis, TAM Analysis, Competitor Analysis and Customers Analysis, external and internal environment of SIP are analysed. Results of those analysis are then drawn into a TOWS matrix. From which, marketing strategies can be drawn and applied in SIP environment and by its executives. This research found out that by building relationship with consultants, main contractors and installers will get SIP to enter the initial stage of hospital development tender.