PROPOSED MARKETING STRATEGY FOR MATERIAL HANDLING PRODUCT IN INDONESIA

• Main Author: Aditya Ramadhan, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47580
• Institution: Institut Teknologi Bandung

As one of the most emerging country in Southeast Asia, there are many infrastructure projects to boost the economic and fulfilling the energy demand in Indonesia. The infrastructure project consists of power plant, petrochemical, storage facilities, refinery, toll road and so forth. These projects also contributing to cut the current account deficit by reducing imports of raw materials and provides positive economic stimulation for almost all sector. Moreover, all companies need to use their resources and core competencies to capture this opportunity. PT. Material Handling Indonesia is a material handling company that manufacture all kind of material handling such as overhead crane for all industries. This company has existed in Indonesia since decades ago with positive growths. However, in the past two years the company has experienced a decline in the crane sales achievement even though many infrastructure or energy project in Indonesia. As one of the products that greatly contributes to the company’s revenue, the company need to look the way out from this situation. Based on the company situation, this research was organized to formulate the marketing strategy to increase the sales order of crane product in energy and petrochemical industry. This exploratory research will use qualitative methodology by analyzing internal and external company’s environment. To get more comprehensive information, the researcher also interviewing respondents from company’s management and customers. Several frameworks are used to formulate the strategy including SWOT, Five Why’s analysis, TOWS Matrix and Marketing Mix. There are several recommendation and implementation plan for the company to increase sales order of the crane product such as implementing the digital marketing, hiring internal salesperson, make an event as a customer loyalty program and so forth. From these recommendations, it is expected that MHI sales order can increase with effective marketing strategy implementation.