PROPOSED MARKETING STRATEGY TO INCREASE KAIZEN ARTICULATED DUMP TRUCK SALES IN THE NICKEL MINING SECTOR

• Main Author: Cahya Kusuma, Nindita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65091
• Institution: Institut Teknologi Bandung

Indonesia which owns 23% of the world’s total nickel reserves, is in the early phase of the development of the nickel sector which affects related industries to support operations. One of them is the heavy equipment industry. PT Kaizen Distributor, Tbk is a seller of heavy equipment and the sole distributor of the Kaizen brand in Indonesia. Currently, the corporate is still focused on sales to the coal and gold mining sector as there was a decline in Articulated Dump Truck (ADT) product sales and the decline in nickel sub-sector contribution from 26% to 16%. Besides, the current ADT competition is very competitive. Therefore, the corporate needs to set a strategy to maximize nickel market penetration and increase sales. The purpose of this research is to propose the positioning and strategic development of the marketing mix. In this study, qualitative methods were used by carrying out interviews and utilizing supporting data from internal and external company reports. In addition, observations were also conducted for three months during an internship at the company. VRIO and STP are generic frameworks used for internal analysis of the company's environment, complemented by PESTEL, Porter 5 Forces and Customer Analysis for analysis of the company's external environment. To assess the positioning and strategy currently being used by the company, a Competitor Analysis, Positioning Maps, and the Existing 4Ps Marketing Mix are used. As the research result, the corporate needs to make changes in Positioning regarding more product variety and more attractive promotion campaigns. This repositioning is supported by the development of the Existing 4Ps Marketing Mix, such as by improving the features of existing products and proposing a larger capacity type, considering pricing strategies, increasing supply allocation, widening market area coverage, attractive maintenance packages, more flexible financing, and the possibility product bundling package offers. In addition, the addition of other 3Ps as a form of improvement is by monitoring and evaluating salesperson’s competency in entering new markets, increasing the efficiency of customer surveys, and adding new product support points.