PROPOSED BUSINESS STRATEGY OF HEAVY EQUIPMENT DIVISION AT PT PINDAD (PERSERO) TO WIN THE COMPETITION

• Main Author: Harnani, Sri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53142
• Institution: Institut Teknologi Bandung

PT Pindad (Persero) is in the field of the main weaponry system (defense equipment), serves as a provider of needs defense equipment to support the implementation of national defense and security. For maintaining the growth and development of the company, PT Pindad must not only depend on defense and security industries only but must enter several other industries which relevant. After launched at 2015, PT Pindad has produced many excavators to fulfill the market needs especially to government institution. The number of sales that occur does not meet excavator sales targets. Projections of average sales growth per year for 5 (five) years is 10%. However, real sales that occurred from 2016 until the end of 2020 experienced ups and downs. From the business issue, we identify the research question and research objective. To achieve the research objective, we do internal and external analysis. The internal analysis is done by creating Resource-based View (RBV) and identify existing Business Model Canvas (BMC). The external analysis is using competitor analysis. After conducting internal and external analysis, the author makes SWOT Analysis, business formulation by identify the strategic positioning, business strategy formulation in the form of a diamond strategy and a new business model canvas than finally getting a conclusion and implementation plan. The customer's preferences in purchasing an excavator are Price, Benefits or Product usability specifications, and Product Reliability, and Problem Solution Skill. To identify the best strategy of selling excavator the author uses SWOT Matrix. Data were collected through interview and questionnaire with several stakeholders. From The SWOT Matrix, it is concluded that to win in the market competition, PT Pindad will build operational excellent and/or customer intimacy. The proposed Business Model Canvas (BMC) has new value proposition, key resources, and customer relationships in order to meet customer preferences and win the competition. With the new BMC, it is expected to provide optimal performance.