A NEW BUSINESS STRATEGY IN ASTRA CREDIT COMPANIES TO INCREASE THEIR MARKET SHARES OF USED CAR FINANCING

• Main Author: Dimas Purbayanto, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42640
• Institution: Institut Teknologi Bandung

As the economy develops, rising consumer spending in Indonesia has an impact on increasing financing for consumer goods. This is a great opportunity for finance companies to continue to grow. One of the items that are the main needs of Indonesia's population is four-wheeled vehicles. Based on data released by GAIKINDO in 2018, car sales in Indonesia's retail segment increased by 85 thousand units (8%) compared to 2017. This should be an opportunity for car financing companies in Indonesia to increase financing for new or used cars. The purpose of this research is to develop a business strategy for used car financing in ACC in order to compete in the used car finance industry market in Indonesia and make a value proposition offered to customers. To achieve the research objectives, this project has a conceptual framework that has been compiled by the author. It starts with internal analysis that will use value chain analysis to analyze the strengths and weaknesses of the company on the internal side. External analysis will use PESTEL and PORTER five forces analysis to comprehensively analyze external factors that affect company performance. The most appropriate strategy adopted by ACC to compete in the used car financing industry in Indonesia is by offering products that are cheaper both in terms of interest and installments. This is because the Indonesian people who are still dominated by middle to lower income who have a preference for choosing used cars. Unique value propositions that should be the focus are collaboration with online used car platforms and offering balloon payment products. The implementation of this strategy will be divided into 5 areas, namely product development, strategic partnerships, internal socialization, external socialization and branding & advertising. This implementation will begin in September and is targeted to be running nationally in November.