NEW STRATEGY TO IMPROVE COMPETITIVE ADVANTAGE IN THE PUMP INDUSTRY: CASE OF PT. GRUNDFOS POMPA

• Main Author: Satrio Permadi, Linggar
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54639
• Institution: Institut Teknologi Bandung

PT. Grundfos Pompa is a well-known player in the pump industry in Indonesia. The presence dates back since 1990 and has been serving the need and providing solutions for water in the Indonesia market for 30 years and counting. The market for pumps and pumping solution in Indonesia is now a mature market, and attracts many new players most notably from India and China. Competition is becoming fierce and the fight for market share is inevitable. Undoubtedly, to remain sustainable in the business, PT. Grundfos Pompa needs a different strategy to compete with the current competition. The purpose of this research is to identify a new business strategy for PT. Grundfos Pompa to improve its competitive advantages in the pump industry. To reach the objective, strategic management concept of analyze-formulate-implement (AFI) is used in this research. This research uses primary data collection and secondary data collection. Primary data collection is obtained through interviews and questionnaires distributed among relevant stakeholders. Meanwhile, secondary data collection is collected through literature, articles, and company documents. The research also implements internal and external analysis using frameworks like PESTEL, Porter’s Five Forces Model, SWOT, Value Chain Analysis, and VRIO Analysis. Then the strategy is formulated through Porter’s Generic Strategy and Business Model Canvas. Based on the analysis, PT. Grundfos Pompa should keep doing differentiation on its business, while implementing short term and long term strategy with measurable action plans, to remain relevant and sustain in the business and having competitive advantage in the pump industry of Indonesia market.