EVALUATION OF OEM PRIORITIZATION TO SUPPORT GROWTH STRATEGY OF PT. SULZER INDONESIA IN >400MW STEAM TURBINE PRODUCT LINE

• Main Author: Hutahaean, Jonatan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85883
• Institution: Institut Teknologi Bandung

This study examines PT Sulzer Indonesia's strategic approach to expanding its >400MW steam turbine product line in Indonesia. The research aims to identify the most promising Original Equipment Manufacturers (OEMs) to target and develop an effective marketing strategy. Using a mixed-methods approach, the study combines qualitative analysis through interviews with industry experts and quantitative analysis using the Analytic Hierarchy Process (AHP). The qualitative analysis revealed key themes such as the importance of customer relationships, market accessibility, technological fit, and strategic targeting. The AHP results prioritized criteria for OEM selection, with Market Viability (38.2%) and Competitive Advantage (28.3%) emerging as the most critical factors. Within these, Market Accessibility (56.9% of Market Viability) and Technology Fit (41.3% of Competitive Advantage) were identified as the most significant sub-criteria. The study evaluated seven major OEMs in the Indonesian market. Mitsubishi Hitachi Power Systems emerged as the top choice with a priority score of 22.2%, followed by Toshiba Energy Systems and Solutions (19.4%) and GE Vernova (17.6%). These rankings were based on comprehensive assessments of market presence, technological capabilities, resource availability, and strategic alignment. Based on these findings, the research proposes a detailed implementation plan for PT Sulzer Indonesia. This plan includes strategies for enhancing market accessibility, leveraging competitive advantages, strengthening resource alignment, and forming strategic partnerships. The plan is structured in phases over a 12-month period, focusing on preparation, planning, implementation, expansion, and evaluation. This research contributes to the understanding of strategic decisionmaking in the power generation equipment industry, particularly in emerging markets. It provides practical insights for companies seeking to expand their product lines and market presence in the competitive steam turbine after-market services