PROPOSED MARKETING STRATEGY FOR ONLINE CONDITION MONITORING SOLUTION (CASE STUDY: MACHINE DOCTOR BY NANOPRECISE)
Today’s industry is facing ever-increasing competition. To stay competitive, a company needs to maintain the high reliability and productivity of its assets. Companies must invest in maintenance programs to prevent unplanned downtime and reach their optimal reliability. Predictive maintenance...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85989 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Today’s industry is facing ever-increasing competition. To stay competitive, a
company needs to maintain the high reliability and productivity of its assets.
Companies must invest in maintenance programs to prevent unplanned downtime
and reach their optimal reliability. Predictive maintenance or condition-based
maintenance is an important aspect of a maintenance program to maintain asset
reliability. One emerging predictive maintenance tool, fueled by digital disruption,
is online condition monitoring. Online condition monitoring provides diagnostics
with shorter intervals than walking survey analysis with portable analyzers,
allowing it to diagnose faults not detectable by other condition monitoring methods.
Adikari Wisesa Indonesia, a firm specializing in maintenance services, had
partnered with Nanoprecise Sci Corp and was appointed the sole distributor of
Machine Doctor sensors in Indonesia to enhance its maintenance service. However,
the sales of Machine Doctor were underwhelming and failed to reach its best
potential. This study aims to identify the business issue, provide analysis, and
propose a solution to the business issue.
The study starts with a literature review of integrated marketing strategy. Then, a
market analysis of segmenting, targeting, and positioning was performed supported
by qualitative research. The qualitative research consists of primary data collection
of customer interviews and direct observations, and secondary data collection
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focused on company documents and research. Then, the market was segmented into
relevant segments around the sales and adoption of Machine Doctor sensors.
Several parameters of market segments were highlighted as matching targets for
Machine Doctor, particularly concerning customers’s maintenance maturity level,
among other things.
An internal and external analysis was performed to better model the business
situation of Adikari Wisesa. Internal analysis followed the Resource-Based View,
Value Chain Activity, and VRIO Analysis. The external analysis was performed
using the general (PESTEL framework) & industry environment (Five Forces
Model) analysis and competitor analysis.
The internal and external analyses were summarized using the SWOT framework.
Business solutions are then proposed by utilizing the TOWS matrix. By analyzing
the elements in the TOWS matrix, business solutions were proposed to address the
company’s business problems |
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