Beruflich Dokumente
Kultur Dokumente
1500005201
Arbeansyah Tegar
1500005864
1500005845
Daniel Sitepu
1500005063
Sandy Kurniawan
1500005082
2016
Introduction
Executive Summary
The company was first established on February 20, 1957 under the name of PT Astra
International Incorporation (AII) by Drs. Tjia Kian Tie (Alm), Mr. William Soerjadja (Tjia Kiang
Liong), and Mr. E. Hariman (Liem Peng Hong), which engaged in import-export business of
agricultural products, inventory tools for PKA train (now PJKA), and materials for the
development of hydropower Jatiluhur.
Then in 1965 PT Astra International established its new buildings in Jakarta and Bandung
(serve as branch offices). At that time, PT Astra International is engaged in importing heavy
equipment and motor vehicles. Joint venture between the Indonesian government was engaged in
ordert to assembly four-wheeled vehicles. Hence, on February 25, 1969 PT Gaya Motor has been
officially established.
On July 1, 1969 PT Astra International Incorporation (AII) received official recognition
from the government of the Republic of Indonesia as a single agent vehicles motor brand named
"Toyota" for the whole of Indonesia. As a continuation of the recognition at the middle of the
year 1970, PT Astra International Incorporation (AII) formed "Toyota Division" which handles
distributor and marketing area on vehicles of Toyota brand.
Considered the market of Toyota was potentially prospected, in 1971 new company
named PT Toyota Astra Motor (TAM) was established, in which was a joint venture between
Indonesia and Japan, specified as Toyota Motor Company Ltd. and Toyota Sales Company Ltd,
whereas from Indonesia was titled as PT Astra International and PT Gaya Motor.
The activities of PT Toyota Astra Motor is import brand cars Toyota in a state Completely
knock Down (CKD) from Japan and assemble at PT Gaya Motor, and funnel to the main dealers
in Indonesia. In addition, as a single agent, PT Toyota Astra Motor also operates as an importer
of spare parts for cars of the Toyota brand.
With the development of marketing cars Toyota brand, and so marketing manager for
Toyota cars in Indonesia can be more efficient and effective, then on January 1 1976 established
PT Astra Motor Sales (AMS) based on the Deed of Notary Kartini Mulayadi, SH. No. 195 dated
July 30, 1975 and No. 52 dated October 10, 1975. Previous to sales of Toyota cars made by a
division of PT Astra International which Vehichel Motor Division.
In 1989 PT Astra Motor Sales join and become a sales division of PT Astra International.
The main activity of PT Astra International is selling car brand Toyota, selling shares to the
public (go public) with a nominal value of which is not too high. At the time of going public,the
name of PT Astra International Toyota Division.
located in Jl. Dr. Djunjunan 192 Bandung. On March 4, 1996 inaugurated PT Astra InternationalToyota Branch Pasteur Bandung by Chief Executive AUTO 2000 Mr. Yap Tjay Soen.
Currently, PT Astra International Toyota Sales Operation as sales outlets for the car brand
Toyota. PT Astra International Toyota Sales Operation also provides maintenance and repair
services through of Toyota vehicles service division and genuine parts through the supply part
shop.
I.
Background
In 1971 founded a new company called PT. Toyota Astra Motor (TAM), which is a joint
venture between PT. Astra International Incorporation by Toyota Motor Company (TMC). PT.
Toyota Astra Motor's activities are importing cars Toyota brand in a state Completely Knock
Down (CKD) from Japan, then assembled in PT. Multi Astra and distributing the main dealers in
Indonesia. So that the status of the sole agent of Toyota's entire Indonesian transferred to PT.
Toyota Astra International Incorporation since it was transformed into the main distribution.
In 1973, PT. Astra International Incorporation was appointed as sole agent for the
products of Daihatsu, thereby Toyota Astra Motor is not only market vehicles Toyota brand but
also vehicles Daihatsu brand.
Because the development is rapidly increasing, then on January 1, 1976 established PT.
Astra Motor Sales ( AMS) based on Deed Kartini Mulyadi, SH 195 dated July 30, 1975
and 52 on 10 October 1975. Since then PT. Astra Motor Sales became the main distributor of
Toyota brand cars and has dozens of branch offices. Furthermore, in March 1990, PT. Astra
Motor Sales has sold its shares (go public) to the society, and at the same time PT. Astra Motor
Sales is located at Jl. Asia Afrika 125 Bandung changed to PT. All Toyota Divisions. And on
February 19, 1991, based on Notarial Deed No. 43 made by Ny. Indirani Soepojo, SH PT. All
Toyota Division changed to PT. Astra International Tbk. Toyota Sales Operation Branch
Bandung, better known by the name AUTO 2000. This is where the official sale Main
Authorized Dealer for Toyota brand vehicles headquartered in Jl. Gaya Motor III 3 Jakarta
14330.
The vision, mission and objectives PT. Astra International Tbk. Toyota (AUTO 2000) are as
follows:
1. VISION
Company vision has a huge impact to Indonesia especially in their operation by bringing the
international standards to the customers.
"Being the best in the Automotive Dealers Indonesia through the process and the
international standard of customer service."
2. MISSION
a.
b.
c.
d.
II. Objectives
The main purpose of this study is to examine the strategy conduct and execute by PT ,
Astra International Tbk, especially in AUTO 2000.
Analysis
I.
External Environment
The automotive industries in Indonesia has becoming an important pillar in manufacturing sector
for the country, hence, lot of famous automotive industries in the world are competing to reopen
their manufacture and increase their production in the country known as the largest population
and economic potential in ASEAN. Even more, Indonesia is experiencing on the transition from
an export region of automotive production to the largest domestic sales market in conjunction
with the increasing of their GDP (Gross Domestic Product). At this moment, Indonesia recorded
as the second largest of automotive manufacture in ASEAN (following Thailand). Moreover,
seeing that Indonesias growth on this section are outstanding in recent years, Indonesia will
dominate Thailands position in the next decade. In addition, nowadays, the total of capacity on
Indonesias automotive manufacture is on 2 million units of production per year. According to
further research, Indonesian government has a mission to transform the country into the global
production center in automotive manufacture and provide the opportunities to automotives
producer to establish their manufacturers in Indonesia, since the main mission of the program is
to replace reinstate Thailand as the leader on the industries upon ASEAN. Furthermore, Thailand
controls approximately 43.5% of its market share in ASEAN, following Indonesia with 34%.
(n.n, 2016). The team also discovered that there are a relationship between automotives sales
and the economic growth, while the GDP advance the buying power of Indonesian citizen,
simultaneously with the citizens confident to own cars. Between 2007 until 2012, the economic
growth of Indonesia was growing at least 6% per year. However, in after the year of 2011,
Indonesia began to experience the slowdown on its economic growth due to international
collapse in which created an impact on the increasing of commodities price, however the demand
on automotive is still high. Hence, the huge number in demand of cars and several competitors
leave Auto 2000 to manage and execute their strategic in terms to maintain its good customer
relationship management with their loyal consumers. In addition, another factor that could be
estimated as the external issue is the government's program in accommodate public
transportation, this factor could decreasing the number of sales for cars, and the demand on spare
- parts will also decrease too.
Threat of Substitute
Regular workshop or garage provide more affordable price and services. Sometimes the price of
spare parts are cheaper and ready to be utilized on the car real time, while on Toyota some of the
parts could not be obtained on the same day and needs to be imported first especially, classic cars
which has become a trend on the recent years in Indonesia, for instance Toyota Corolla GT
Twincam and Toyota Celica SR that produced in the 90s era. On the other hand in a regular
garage or workshop, customers could obtain spare parts at a real time, but of course it is not
guaranteed for the authenticity, considering a lot of substitute products have been produced by
other spare parts producer across the nation such as China. In addition, some of regular garage
do not determine a fix price on their products, means that the customers could make a bid within
the shop owner or the person in charge, different with Auto 2000 in which offer original products
made by its manufacturer in Japan, however with higher price compared to the products provided
by a regular garage.
SWOT Analysis
A. Strength (force)
1. Continuous innovation of Astra by developing products to achieve customer satisfaction, for
example: Toyota Grand New Veloz is an innovative product from Toyota Avanza 1.5 1500cc.
While Creative Products to make new breakthroughs to the market, for example: Toyota Calya
which is a product that is expected to penetrate the market share of domestic LCGC.
2. Brand image is very strong among consumers mindset, in which Toyotas
brand convince their consumers in regard to the quality offered
3. The prices were reasonable for the class LCGC compared with
competitors in the domestic market.
4. With the launch of the product in the market share of Toyota Calya this
LCGC, raises value added for Toyota itself. In other words, Toyota providing
products of high quality at intervals of prices that can cover almost all segments
of the purchasing power of consumers to market LCGC domestic.
5. The implementation of a new distribution approach Just in Time makes
Toyota the automotive manufacturers that do not have a warehouse of finished
products. This is what makes the advantages of Toyota products cheaper than
competitors.
6. Implementation of the strategy 3W: Winning Team to implement Winning
Concept with Winning System considered to be very powerful to create a
competative advantage of the company.
B. Weaknesses
1. The perception gap between the domestic market with the international
market of
the product class Toyota Cayla. Toyota's own party claimed that
Toyota Cayla placed on LCGC class. While the class criteria LCGC
approximately 150 million down range.
2. The system Indent disappointing consumers. Sometimes the customer
cancels the booking process as disappointed would be the promise given by the
Toyota dealer.
C. Opportunities (Opportunities)
The saturation of the automotive consumer domestic to this type of vehicle LCGC, so the
model LCGC which will increase the chances of
D. Threat (Threat)
1. Competition is increasingly competitive in the domestic automotive
market with innovations in products made by competitors.
2. Bureaucratic system which is considered difficult investment climate in
particular automotive systems resulted in the creation of high costs.
3. The interest rate is high in Indonesia
4. Purchasing power in Indonesia is declining.
demand for automotive products is quite high. This year, Astra projecting domestic car market
volume of about 600,000 units and total car sales of two-wheeled vehicles to penetrate the 6.7
million-6.8 million units of motorcycles. The market growth is believed to be achieved,
assuming no increase in rates of motor vehicle tax. (bisnis.com, Tuesday, May 18, 2010)
In the face of free trade Asean Free Trade Area (AFTA) were introduced on January 1, 2010,
AUTO 2000 has several strategies, among others:
1. Strengthening the network or services by adding an extensive distribution network.
2. Strengthen after sales service
Aside from the workshops, also conducted reminder for customers, reminding about what
time they serve, to follow up after customers complete service, provides an additional discount
for customers who make bookings, discounts for members AstraWorld card, provide a service
plus free (such as filling water batteries, radiators, car washes, etc.), provides a lounge area with
various facilities (the room comfortable and complete, free food and drinks and even lunch are
also free of charge, the service free massage chairs, etc.)
Some branch AUTO 2000 also implementing CRM strategies (Customer Relationship
Management), namely:
1. Follow up 1 is the approach followed by the phone to customers who wish to purchase in the
showroom.
2. If there has been a purchase of a car, then three days after the delivery of customer cars will be
contacted by telephone by the Auto 2000 TSO kertajaya, to inquire and to reconfirm whether the
car has been up to the customer and the condition of the vehicle either.
3. Follow-up 2 is reminding customers to service the first treatment that is done one month after the
car is sent to the customer or the car has reached 1000 km.and these activities will be to the
periodic service 5000km, 10000km, 20000km , and so on.
4. Follow-up 3 that the activities carried out over the phone to customers who have made service a
car in 2000 Auto TSO kertajaya to ensure that the vehicle has been in service three days ago has
been returned in good condition, if there are problems on the vehicle then customers can get back
to the garage for repairs.
Main dealer Toyota in 2011 offers 12 convenience for customers through a strategy titled
Life is Easy with Auto2000. "With the new strategy, we continue to make improvements in order
to enhance the satisfaction and loyalty of the consumer," said Jodjana J Chief Executive
Auto2000.
Customer satisfaction is the main mission that carried Auto2000 this year. In the middle
of the inflation rate and the increase in the vehicle due to tax regulations, the main dealer of
Toyota in Indonesia was trying to increase customer satisfaction. Last year Auto2000 achieve the
highest sales record of 220 280 units and won the first position JD Power customer satisfaction
survey. Therefore, Auto200 offers 12 reasons why consumers would be easier to use a Toyota.
3.
4.
5.
6.
From strategies and tactics implementation that I took from the case of the equation and the
difference is:
The equation is:
Same - are aiming to achieve the vision and mission that has been designed in a way using
strategy have been defined by the top management and the already divided assigned to the line
manager or have been granted tactics - tactics that exist to achieve these strategies so that
managers can implement strategies that aims to achieve the vision and mission of the company to
the maximum.
The difference:
a.
Strategies in PT Astra International Tbk (Toyota Auto 2000) was a top management there
gives planners an idea or arrangements to achieve the goal or the vision and mission of a
company .in other words, a top manager was looking for what should be planned to achieve its
vision and mission.
b. Tactics in PT Astra International Tbk (Toyota Auto 2000)
How can the success of the strategy that has been made and in so tack more towards its
implementation so that it can achieve the objective of a Company
References
Thompson, (2016), Crafting & Executing Strategy; The Quest for Competitive advantage, twentieth
edition, McGraw-Hill International Edition.
https://www.astra.co.id/Public/files/Annual%20Report/annual_report_astra_2014.pdf
http://www.toyota.astra.co.id/product/calya/
https://auto2000.co.id/
http://www.toyota.astra.co.id/product/avanza/
https://www.astra.co.id/About-Astra/Philosophy-Vision-Mission