MAXIMIZING MARKET ACCEPTANCE OF VEHICLE CUSTOMIZATION: THE TCO PROGRAM OF TOYOTA IN INDONESIA

• Main Author: Jiwandhana, Prana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57893
• Institution: Institut Teknologi Bandung

Recently, there is a significant increase of customer needs and expectations. Their increasing needs and expectations affect many industrial sectors, including automotive industry. The customers of automotive products have desires for their mobility needs to be supported by their vehicles. The automotive industrialists are required to fulfill the customers’ needs and expectations, otherwise they tend to lose the market. Therefore, one of the options to fulfill the customers’ needs and expectations is the vehicle customization service. Based on the author’s observation, there are many automotive users in Indonesia who do the vehicle customization. However, many of them use the unauthorized customization parts (or also called aftermarket parts) without proper standardization that are potential to cause safety-related incidents. To prevent incidents-especially for Toyota users-, PT. Toyota-Astra Motor (TAM) as the biggest automotive distributor in Indonesia provides a vehicle customization service called Toyota Customization Option (TCO) since 2019. However, the business performance of TCO has not achieved the company’s target. Therefore, the author conducts this research to discover the business issues of TCO and to formulate the business solutions in order to maximize TCO’s market acceptance. When TCO has the good market acceptance, it is expected that TCO’s business performance achieves the company’s target which eventually contributes to TAM’s business performance as well.