PT.

ASTRA INTERNATIONAL TBK - TOYOTA SALES OPERATION

ANALYSIS SUKABUMI KAB.

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ada program penjualan
ANALYSIS AREA ANALYSIS - CONT'D

2. Price
MARKET DAN MARKET SHARE PERFORMANCE
Toyota Dyna Mitsubishi Canter Hino Dutro
Type
HT3S FE 74 HD 130 HD Notes :
Tren Market Share Toyota and Strongest Competitor Analisa by Model Price OTR 253.350.000 263.000.000 246.000.000 1. Toyota only have problem in 1st
Discount 17.000.000 5.000.000 25.000.000 payment (TDP) but the installment is
Net Price 236.350.000 258.000.000 221.000.000 lower than Mitsubishi (15-20%)
Dipo Star Finance, Niaga Finance,
Leasing Support ACC 2. Hino offers price below Dyna, while
ADIRA Mandiri Finance
as a product Hino have same quality
with Dyna but the image if this
product is not good in Sukabumi

3. Place
Note :
1. Mitsubishi is the strongest competitor with market share gap 3.8%
2. There is declining tren in Mitsubishi, while Toyota has increasing market share
in the last 3 year
3. Daihatsu, in YTM 2011, has slight increase. In the last 3 months, Daihatsu has Notes :
significant increased in November resulted from Xenia launched.
4. Market Compositions for Non Commercial : commercial is 49% : 51% 1. 2 Sales Point + 1 Branch
5. By model, Toyota lost non commercial in Sedan model and Fortuner 4x4
6. Toyota commercial have lost in all model. (Indirect) already cover
potential area.
2. 2 Sales point need to
provide sparepart and
display unit Dyna
< PU 4 X 2 Medium >
2006 2007 2008 2009 2010 YTM 2011 Grow th
PU 4 X 2
Note :
MEDIUM
UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S 1. Toyota Hilux 4x2 in 2nd position (5.3%), and the market leader is Mitsubishi
MARKET 96 95 158 82 159 174 19,4%

(HILUX TOYOTA HILUX 4 X 2 28 29,2% 4 4,2% 12 7,6% 5 6,1% 16 10,1% 11 6,3% -3,7% L300 with huge market share (92.5%)
2WD)
MITSUBISHI L300
FORD RANGER 4 X 2
66
0
68,8%
0,0%
90
0
94,7%
0,0%
146
0
92,4%
0,0%
72
0
87,8%
0,0%
135
0
84,9%
0,0%
161
0
92,5%
0,0%
7,6%
0,0%
2. Market growth 19.4% as well as strongest competitor Mitsubishi L300 (7.6%)
ISUZU 2 2,1% 1 1,1% 0 0,0% 5 6,1% 8 5,0% 2 1,1% -3,9% but our product declined 3.7%
68,8% 94,7% 92,4% 87,8% 84,9% 92,5%

< PU 4 X 4 >
2006 2007 2008 2009 2010 YTM 2011 Grow th

UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S Note :
MARKET
TOYOTA HILUX 4 X 4 0
0
#DIV/0! 0
4
0,0% 0
22
0,0% 1
10
10,0% 1
5
20,0% 1
5
20,0%
9,1%
0,0%
1. Toyota Hilux 4x4 in 2nd position (20%), and the market leader is Mitsubishi
PU 4 X 4 MITSUBISHI L200 4 X 4 0 #DIV/0! 4 100,0% 3 13,6% 4 40,0% 3 60,0% 4 80,0% 20,0% L200 with huge market share (80%)
FORD RANGER 4 X 4
MAZDA 4X4
0
0
#DIV/0!
#DIV/0!
0
0
0,0%
0,0%
0
0
0,0%
0,0%
3
0
30,0%
0,0%
1
0
20,0%
0,0%
0
0
0,0%
0,0%
-20,0%
0,0%
2. Market growth 9% as well as strongest competitor Mitsubishi L200 (20%) but
KIA 4X4 0 #DIV/0! 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0% our product was steady
ISUZU D-MAX 4 X 4 0 #DIV/0!
#DIV/0!
0 0,0%
100,0%
0 0,0%
13,6%
0 0,0%
40,0%
0 0,0%
60,0%
0 0,0%
80,0%
0,0% 4. Promotion
JENIS AKTIFITAS LOKASI BUDGET PIC TGL JUMLAH TAR GET EVAL UASI KETERANAGAN
PELAKSANAAN SALES PRPK SPK PSPK SPK
< Light Truck Total >
PAMERAN SUPERMALL Rp. 2.500.000 ERVAN 8,9 DAN 10 SEPT ALL TEAM 60 8 80 10 UNIT YANG DIPAJANGKAN GRAND NEW INNOVA G MT
2006 2007 2008 2009 2010 YTM 2011 Grow th Note :
SUPERMALL Rp. 2.500.000 ELVIN 15,16, DAN 17 SEPT ALL TEAM 60 8 50 3 UNIT YANG DIPAJANGKAN GRAND NEW FORTUNER
UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S
1. Toyota Dyna in 2nd position (10%), and the market leader is Mitsubishi Canter MOVEX/ JOINT CANVAS CIKEMBAR- BJ.LOPANG RP.300.000 RANI 13 DAN 14 SEPT TEAM 3 20 2 30 3 SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR
MARKET 141 254 411 291 504 384 -16,9% with huge market share (74%) LENGKONG-J.KULON RP.400.000 ERVAN 19 DAN 20 SEPT TEAM 1 20 2 25 2 SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR Notes :
TOYOTA DYNA
MITSUBISHI CANTER
13
127
9,2%
90,1%
8
239
3,1%
94,1%
25
347
6,1%
84,4%
23
216
7,9%
74,2%
38
415
7,5%
82,3%
41
284
10,7%
74,0%
3,1%
-8,4%
2. Market declined 16.9% as well as strongest competitor Mitsubishi L200 (8.4%) SURADE-CIRACAP RP.400.000 DEWI 16 DAN 17 SEPT TEAM 2 30 2 35 3 SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR
ISUZU 0 0,0% 5 2,0% 9 2,2% 16 5,5% 23 4,6% 33 8,6% 4,0% but our product increased 3.1% PEL.RATU DSK RP.300.000 LIA 12 DAN 13 SEPT TEAM 5 20 2 21 2 MENYASAR KANTUNG2 TRUK DAN TK MATERIAL=SEBAR BROSUR
HINO DUTRO 1 0,7%
90,1%
1 0,4%
94,1%
24 5,8%
84,4%
35 12,0%
74,2%
28 5,6%
82,3%
26 6,8%
74,0%
1,2%
SUKARAJA-CIMANGKOK RP.250.000 DINA 12 DAN 13 SEPT TEAM 4 20 2 20 3 MENYASAR KANTUNG2 TRUK DAN TK MATERIAL Need
< Light truck 4 roda >
IKLAN RADIO NBS
PEMASANGAN SPANDUK
RP. 1.800.000 BN
RP.2.000.000 INDRA
20 HARI DIBLN SEP ALL TEAM
-
50 5 45 4 JANGKAUAN WIL SMI KOTA DAN KAB.. PAKET AVANZA TB 10 JT DLL
PAKET AVANZA DP 10 JT DISELURUH WIL SMI 9 10 BUAH SPANDUK0
particular
2006 2007 2008 2009 2010 YTM 2011 Grow th
LIGHT Note : PIKET LIBUR HARI MINGGU ELVIN SETIAP MINGGU DI ALL TEAM 5 1 5 2 BUKA DARI JAM 9.00 SAMPAI 15.00 activity to
TRUCK
UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S
1. Toyota Dyna 4 Roda in 3nd position (0%), and the market leader is Mitsubishi SEPT -

(DYNA)
MARKET
TOYOTA DYNA 5
46
10,9% 1
62
1,6% 1
82
1,2% 6
98
6,1% 0
104
0,0% 0
89
0,0%
-6,6%
0,0% Canter with huge market share (88%) TRAINING SETIAP HARI RABU/ KAMIS @ 150.000 WS/BN STP MINGGU ALL TEAM PRODUCT KNOWLEDGE DAN SKILL SALES targeting
MITSUBISHI CANTER
ISUZU
41
0
89,1%
0,0%
58
3
93,5%
4,8%
76
4
92,7%
4,9%
71
14
72,4%
14,3%
101
3
97,1%
2,9%
79
10
88,8%
11,2%
-8,4%
8,4%
2. Market declined 5.5% as well as strongest competitor Mitsubishi L200 (8.4%) PERUM AHAN PESONA PANGRANGO
PURI CIBEUREUM
RP. 100.000
RP. 100.000
LIA SETIAP HARI SABTU
ERVAN SETIAP HARI SABTU
TEAM 5
TEAM 1
10
10
1
1
10
12
1
1
SEBAR BROSUR
SEBAR BROSUR
commercial
HINO DUTRO 0 0,0% 0 0,0% 0 0,0% 7 7,1% 0 0,0% 0 0,0% 0,0% but our product steady
89,1% 93,5% 92,7% 72,4% 97,1% 88,8% TANJUNG SARI RP. 100.000 DINA SETIAP HARI SABTU TEAM 4 10 1 15 2 SEBAR BROSUR market
CIMAPHAR ENDAH RP. 100.000 DEWI SETIAP HARI SABTU TEAM 2 10 1 5 1 SEBAR BROSUR
< Light truck 6 roda >
2006 2007 2008 2009 2010 YTM 2011 Grow th PESONA CIBEUREUM RP. 100.000 RANI SETIAP HARI SABTU TEAM 3 10 1 11 SEBAR BROSUR

UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S
Note : MASJID2. MESJID AGUNG SMI LIA SETIAP JUMAT TEAM 5 10 1 10 PAMER 1 UNIT KEND DAN SEBAR BROSUR
MESJID SECAPA DINA SETIAP JUMAT TEAM 4 10 1 12 1 SDA
MARKET 95 192 329 193 400 295 -19,5% 1. Toyota Dyna 4 Roda in 2nd position (13.9%), and the market leader is
TOYOTA DYNA 8 8,4% 7 3,6% 24 7,3% 17 8,8% 38 9,5% 41 13,9% 4,4% APOTEK DAN RS APO MAXI RP. 100.000 ERVAN SETIAP SORE TEAM 1 10 1 8 SEBAR BROSUR DAN PAKET KREDIT KHUSUS DOKTER
MITSUBISHI CANTER 86 90,5% 181 94,3% 271 82,4% 145 75,1% 314 78,5% 205 69,5% -9,0% Mitsubishi Canter with huge market share (59.5%) APO ELKA RP. 100.000 DEWI 2 X DLM SEMGG TEAM 2 10 2 10 1 SDA
ISUZU
HINO DUTRO
0
1
0,0%
1,1%
2
1
1,0%
0,5%
5
24
1,5%
7,3%
2
28
1,0%
14,5%
20
28
5,0%
7,0%
23
26
7,8%
8,8%
2,8%
1,8%
2. Market declined 19.5% as well as strongest competitor Mitsubishi canter (9%) APO.KARTIKA RP. 100.000 RANI SDA TEAM 3 10 1 9 SDA
90,5% 94,3% 82,4% 75,1% 78,5% 69,5% but our product increased 4.4% APO.INDOFARMA RP. 100.000 DINA SDA TEAM 4 10 1 10 2 SDA
APO KIMIA FARMA RP. 100.000 LIA SDA TEAM 5 10 2 12 SDA
41
4. People
Market Current Target Regpol
AREA ANALYSIS Comparison with Cirebon (2011) AVG Market 2011 Model Avg M/S Regpol/Bln M/S Target Total Regpol Cont
4x2 Mini Med 7 55% 4 63% 4 5%
AVG Productivity Qty
4x2 Low MPV 71 64% 46 88% 52 66%
Cirebon Sukabumi Cirebon Sukabumi
Road Condition Customer Characteristic * AVG Market 477 307 Cirebon Sukabumi 4x2 Med MPV 10 79% 8 83% 9 11%
S1 1,7 1,6 22 23 4x2 Med SUV 9 63% 5 82% 6 8%
313 168 4x2 High 4 43% 2 2

NC
S2 7 5 7 2 58% 2%
Sand Mining Material Building S3 9 10 3 2
(64%) (55%) PU Med 16 6% 1 13% 1 1%
Notes : C1 5 4 2 2
4 Roda 8 0% 0 0% 0

Pic 1 : Road on Cisaat Need competitive Need competitive C2 21 1

6 Roda 26 16% 4 27% 5 6%
Price C3 12 3

Pic 2 : Road on Pelabuhan price price DSF1 1 2

164 139 Total M/S 32% 69 37% 79

C
DSF2 3 1

Need low DP and Need low DP and DSF3 4 2 (33%) (45%) NEED OF PEOPLE FOR NEED OF PEOPLE FOR
SUKABUMI KAB. ALL SUKABUMI
Ratu Financing Support Competitor
affordable installment affordable installment Competitor SS Salesman Lokasi
CS 4 CS 6
Pic 3 : Road otw on Mitsubishi Srikandi Motor 3 25 Kodya
Notes : SF 21 SF 32
Cimangkok Need high quality product Need durable product Need to invest people in Dyna DSF 3 DSF 1
Product Mahligai Motor
2 20
Cibolang
Need to enhance sales force from S1 Total 28 Total 38
due to its track due to its long use Mahligai Motor Parung Kuda
to S2/S3 Current 32
Hino 1 7 Cisaat
Need easiness in
1. Product fit with Area (Compared with Strongest Competitor)* Product Support Need sparepart availability
maintenance service
Convertion W ooden deck Wooden deck CONCLUSION
Mitsubishi (FE74HD) Dyna (HT)
* Based on Interview & GGB Conclusion
Item Problem Suggested
Adjust with Road No Salesman Dyna Need to invest DSF to cover commercial market
Condition No problem in on road or off road No problem in on road or off road People
Current productivity is not high enough Increase productivity Salesman
Sparepart Dyna need to be placed
Product Availability sparepart in some district is difficult
Max Load 12 Ton (Sand) 16 Ton (Sand) Need to placed sparepart Dyna in some in sub branch (Pelabuhan ratu and Cicurug)
points which potential : ex. Pelabuhan 1 St TDP is still high compared Cooperate with leasing company to lower the DP
Price
with all competitor into 15-20%
Limited number of sparepart in Ratu, & Cicurug Place Less Dyna display and sparepart availaibility Need to place unit Dyna and sparepart in sub branch
Cust. Complain Tire ace & gardan are not prime outside city & resale value is low There is no particular activity for grabbing Need to have promotion activity ex. gathering, or
Promotion
commercial movex
No. Items

1 Road Condition
● Check the road condition from checkpoint to destination
● Check the road condition at destination.
● Check business nature and needs (esp. financial support
needs).
● Check business operational work flow.
2 Bussiness Segment ● Check convertion measurement and convertion maker
references.
● Check driver customs, habit, and influence towards own
decision making process.
● Check driver needs, habit, and influence towards owner
● Check customer
decision makinghabits and customs.
process.
3 Customer Profile ● Check customer segment.
● Check Reason to Buy
● Check competitor network / sales point at current place
4 Competitor Movement
● Check spare parts point at current place.
 GGB Checklist Activities

● Check the road condition from checkpoint to destination. GGB to Site

● Check the road condition at destination.
● Check business nature and needs (esp. financial support
needs).
● Check business operational work flow.
● Check convertion measurement and convertion maker Interview with customer & Driver
references.
● Check driver customs, habit, and influence towards owner
decision making process.
● Check driver needs, habit, and influence towards owner
● Check customer
decision makinghabits and customs.
process.
● Check customer segment. Interview with customer
● Check Reason to Buy
● Check competitor network / sales point at current place.
Outlet visit
● Check spare parts point at current place.
 Activities

GGB to Site

with customer & Driver

iew with customer

Outlet visit

No. Items
● Check business nature and needs (esp
needs).
● Check business operational work flow
● Check convertion measurement and c
1 Bussiness Segment references.
● Check driver customs, habit, and infl
decision making process.
● Check driver needs, habit, and influe
decision making process.
● Check customer habits and customs.
2 Customer Profile ● Check customer segment.

● Check Price list and discount range.

● Check leasing partner support.
3 Competitor Movement ● Check special offer from competitor (
● Check workshop ability.
 ● Check Price list and discount range.
● Check leasing partner support.
● Check special offer from competitor (
● Check workshop ability.

● Check the highest usage of convertion

Convertion / Carroserrie ● Check manufactur production capacit
4 ● Check who is the highest user of the c
Survey
the most growing user.
 GGB Checklist Activities
● Check business nature and needs (esp. financial support
needs).
● Check business operational work flow.
● Check convertion measurement and convertion maker
references. Interview with customer &
● Check driver customs, habit, and influence towards owner Driver
decision making process.
● Check driver needs, habit, and influence towards owner
decision making process.
● Check customer habits and customs.
● Check customer segment. Interview with customer

● Check Price list and discount range.

● Check leasing partner support. Outlet visit as a mystery
● Check special offer from competitor (if any). shopper
● Check workshop ability.
● Check Price list and discount range.
● Check leasing partner support.
● Check special offer from competitor (if any).
● Check workshop ability.

● Check the highest usage of convertion item.

● Check manufactur production capacity.
● Check who is the highest user of the convertion maker and Interview & factory visit
the most growing user.
Activities

w with customer &

Driver

ew with customer

visit as a mystery
shopper
ew & factory visit
No. Variable
1.
Market

2. Material
3. Man

Man
Method
Material
Machine
Environment
Variable Current Condition
Market is growing every years Need support for
Market Commercial have a big portion ( almost 50 %) Need support for
Toyota lose in share in Mini Medium, SUV Medium, PU 4x2 and Light truck Need support for
Material Toyota is not have sales outlet Need to build a s
Man No area PIC Appoint PIC for B

Point

Overall Market

Analisa By Model

Area Analysis
 Current Condition
Market is growing every years
Commercial have a big portion ( almost 50 %)
Toyota lose in share in Mini Medium, SUV Medium, PU 4x2 and Light truck
Toyota is not have sales outlet
No area PIC

Main Problem
Market Share Toyota number 2

Main Problem
Market Share Toyota number 2
Main problem
There is no sufficient sales person to cover area
Less marketing activity (in DP and discount)

Variable Current Condition Recommendation

Market is growing every years Need support for availability stock in closed
Market Commercial have a big portion ( almost 50 %) Need support for commercial vehicle especi
Toyota lose in share in Mini Medium, SUV Medium, PU 4x2 and Light truck Need support for avalaibility stock, and mar
Material Toyota is not have sales outlet Need to build a sales point.
Man No area PIC Appoint PIC for Banyuwangi from Auto 2000

Current Condition
Sukabumi Kabupaten lost in market share (2nd Position) compared with
Mitsubishi
Gap market share with strongest competitor (Mitsubishi) 3.8%, and with
below competitor (Daihatsu) 23.9%
Comparison commercial : non commercial market is 51% : 49%
In non coimmercial, sedan has small market, but lost in market share with Honda
In commercial, all of Toyota Model lost with Mitsubishi
Top big five Kecamatan based on popuation : Cicurug, Cisaat and Cibadak
Major contributor PDRB are Farming and Trading, Hotel and Restaurant
There is no outlet Toyota and Competitor because it is covered from Sukabumi Kodya
 Recommendation
Need support for availability stock in closed branch.
Need support for commercial vehicle especially in after sales.
Need support for avalaibility stock, and marketing activity.
Need to build a sales point.
Appoint PIC for Banyuwangi from Auto 2000 Jember

Why 1

Why 1
Lost in market share commercial, while composition on commercial bigger than non commercial
Why 1
Majalengka is covered from Cirebin

Recommendation
Need support for availability stock in closed branch.
Need support for commercial vehicle especially in after sales.
Need support for avalaibility stock, and marketing activity.
Need to build a sales point.
Appoint PIC for Banyuwangi from Auto 2000 Jember
Why 2

Why 2 Why 3
Sukabumi Kab doesn't have outlet
No. City Brand Outlet Name Status Authorized Facility
1 Toyota - - - -
2 Mitsubishi Mayangsari Berlian Motor Dealer - VSP
Banyuwangi
3 Daihatsu Astra Internasional DSO Dealer - VSP
4 Suzuki Sembilan Indah Laju SD - VSP