Download - a3 Report Ggb Sukabumi Kab

PT. ASTRA INTERNATIONAL TBK - TOYOTA SALES OPERATION

ANALYSIS SUKABUMI KAB.

< PU 4 X 2 Medium >

2006 2007 2008 2009 2010 YTM 2011 Growth

UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S UNIT M/S

MARKET 19,4%

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%

MITSUBISHI L300 66 68,8% 90 94,7% 146 92,4% 72 87,8% 135 84,9% 161 92,5% 7,6%

FORD RANGER 4 X 2 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0%

ISUZU 2 2,1% 1 1,1% 0 0,0% 5 6,1% 8 5,0% 2 1,1% -3,9%

68,8% 94,7% 92,4% 87,8% 84,9% 92,5%

< PU 4 X 4 >

2006 2007 2008 2009 2010 YTM 2011 Growth


MARKET 9,1%

TOYOTA HILUX 4 X 4 0 #DIV/0! 0 0,0% 0 0,0% 1 10,0% 1 20,0% 1 20,0% 0,0%

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%

FORD RANGER 4 X 4 0 #DIV/0! 0 0,0% 0 0,0% 3 30,0% 1 20,0% 0 0,0% -20,0%

MAZDA 4X4 0 #DIV/0! 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0%

KIA 4X4 0 #DIV/0! 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0%

ISUZU D-MAX 4 X 4 0 #DIV/0! 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0%

#DIV/0! 100,0% 13,6% 40,0% 60,0% 80,0%

< Light Truck Total >

2006 2007 2008 2009 2010 YTM 2011 Growth


MARKET -16,9%

TOYOTA DYNA 13 9,2% 8 3,1% 25 6,1% 23 7,9% 38 7,5% 41 10,7% 3,1%

MITSUBISHI CANTER 127 90,1% 239 94,1% 347 84,4% 216 74,2% 415 82,3% 284 74,0% -8,4%

ISUZU 0 0,0% 5 2,0% 9 2,2% 16 5,5% 23 4,6% 33 8,6% 4,0%

HINO DUTRO 1 0,7% 1 0,4% 24 5,8% 35 12,0% 28 5,6% 26 6,8% 1,2%

90,1% 94,1% 84,4% 74,2% 82,3% 74,0%

< Light truck 4 roda >

2006 2007 2008 2009 2010 YTM 2011 Growth


MARKET -6,6%

TOYOTA DYNA 5 10,9% 1 1,6% 1 1,2% 6 6,1% 0 0,0% 0 0,0% 0,0%


ISUZU 0 0,0% 3 4,8% 4 4,9% 14 14,3% 3 2,9% 10 11,2% 8,4%

HINO DUTRO 0 0,0% 0 0,0% 0 0,0% 7 7,1% 0 0,0% 0 0,0% 0,0%

89,1% 93,5% 92,7% 72,4% 97,1% 88,8%

< Light truck 6 roda >

2006 2007 2008 2009 2010 YTM 2011 Growth


MARKET -19,5%

TOYOTA DYNA 8 8,4% 7 3,6% 24 7,3% 17 8,8% 38 9,5% 41 13,9% 4,4%


ISUZU 0 0,0% 2 1,0% 5 1,5% 2 1,0% 20 5,0% 23 7,8% 2,8%

HINO DUTRO 1 1,1% 1 0,5% 24 7,3% 28 14,5% 28 7,0% 26 8,8% 1,8%

90,5% 94,3% 82,4% 75,1% 78,5% 69,5%

95 192 329 193 400 295

46 62 82 98 104 89

384

LIGHT TRUCK (DYNA)

141 254 411 291 504

5

PU 4 X 4

0 4 22 10 5

174

PU 4 X 2 MEDIUM (HILUX 2WD)

96 95 158 82 159

Tidak ada program penjualanMARKET ANALYSIS

MARKET DAN MARKET SHARE PERFORMANCE

AREA ANALYSIS - CONT'D

Tren Market Share Toyota and Strongest Competitor Analisa by Model

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 year3. Daihatsu, in YTM 2011, has slight increase. In the last 3 months, Daihatsu has significant increased in November resulted from Xenia launched. 4. Market Compositions for Non Commercial : commercial is 49% : 51%5. By model, Toyota lost non commercial in Sedan model and Fortuner 4x4 6. Toyota commercial have lost in all model.

1. Product fit with Area (Compared with Strongest Competitor)*

Note : 1. Toyota Hilux 4x2 in 2nd position (5.3%), and the market leader is Mitsubishi L300 with huge market share (92.5%)2. Market growth 19.4% as well as strongest competitor Mitsubishi L300 (7.6%) but our product declined 3.7%

Note : 1. Toyota Hilux 4x4 in 2nd position (20%), and the market leader is Mitsubishi L200 with huge market share (80%)2. Market growth 9% as well as strongest competitor Mitsubishi L200 (20%) but our product was steady

Note : 1. Toyota Dyna in 2nd position (10%), and the market leader is Mitsubishi Canter with huge market share (74%)2. Market declined 16.9% as well as strongest competitor Mitsubishi L200 (8.4%) but our product increased 3.1%

Note : 1. Toyota Dyna 4 Roda in 3nd position (0%), and the market leader is Mitsubishi Canter with huge market share (88%)2. Market declined 5.5% as well as strongest competitor Mitsubishi L200 (8.4%) but our product steady

Note : 1. Toyota Dyna 4 Roda in 2nd position (13.9%), and the market leader is Mitsubishi Canter with huge market share (59.5%)2. Market declined 19.5% as well as strongest competitor Mitsubishi canter (9%) but our product increased 4.4%

Adjust with Road Condition

Max Load

Cust. Complain

Mitsubishi (FE74HD) Dyna (HT)

No problem in on road or off road

12 Ton (Sand)

Tire ace & gardan are not prime

No problem in on road or off road

16 Ton (Sand)

Limited number of sparepart in outside city & resale value is low

Need to placed sparepart Dyna in some points which potential : ex. Pelabuhan Ratu, & Cicurug

2. PriceToyota Dyna Mitsubishi Canter Hino Dutro

HT3S FE 74 HD 130 HDPrice OTR 253.350.000 263.000.000 246.000.000 Discount 17.000.000 5.000.000 25.000.000 Net Price 236.350.000 258.000.000 221.000.000

Leasing Support ACCDipo Star Finance,

ADIRANiaga Finance, Mandiri Finance

TypeNotes :1. Toyota only have problem in 1st payment (TDP) but the installment is lower than Mitsubishi (15-20%)

2. Hino offers price below Dyna, while as a product Hino have same quality with Dyna but the image if this product is not good in Sukabumi

3. Place

Notes :

1. 2 Sales Point + 1 Branch (Indirect) already cover potential area.2. 2 Sales point need to provide sparepart and display unit Dyna

4. Promotion

JENIS AKTIFITAS LOKASI BUDGET PIC TGL JUMLAH TAR GET EVAL UASI KETERANAGANPELAKSANAAN SALES PRPK SPK PSPK SPK

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

SUPERMALL Rp. 2.500.000 ELVIN 15,16, DAN 17 SEPT ALL TEAM 60 8 50 3 UNIT YANG DIPAJANGKAN GRAND NEW FORTUNER

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

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

SURADE-CIRACAP RP.400.000 DEWI 16 DAN 17 SEPT TEAM 2 30 2 35 3 SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR

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

SUKARAJA-CIMANGKOK RP.250.000 DINA 12 DAN 13 SEPT TEAM 4 20 2 20 3 MENYASAR KANTUNG2 TRUK DAN TK MATERIAL

IKLAN RADIO NBS RP. 1.800.000 BN 20 HARI DIBLN SEP ALL TEAM 50 5 45 4 JANGKAUAN WIL SMI KOTA DAN KAB.. PAKET AVANZA TB 10 JT DLL

PEMASANGAN SPANDUK RP.2.000.000 INDRA - PAKET AVANZA DP 10 JT DISELURUH WIL SMI 9 10 BUAH SPANDUK0

PIKET LIBUR HARI MINGGU ELVIN SETIAP MINGGU DI ALL TEAM 5 1 5 2 BUKA DARI JAM 9.00 SAMPAI 15.00

SEPT -

TRAINING SETIAP HARI RABU/ KAMIS @ 150.000 WS/BN STP MINGGU ALL TEAM PRODUCT KNOWLEDGE DAN SKILL SALES

PERUMAHAN PESONA PANGRANGO RP. 100.000 LIA SETIAP HARI SABTU TEAM 5 10 1 10 1 SEBAR BROSUR

PURI CIBEUREUM RP. 100.000 ERVAN SETIAP HARI SABTU TEAM 1 10 1 12 1 SEBAR BROSUR

TANJUNG SARI RP. 100.000 DINA SETIAP HARI SABTU TEAM 4 10 1 15 2 SEBAR BROSUR

CIMAPHAR ENDAH RP. 100.000 DEWI SETIAP HARI SABTU TEAM 2 10 1 5 1 SEBAR BROSUR

PESONA CIBEUREUM RP. 100.000 RANI SETIAP HARI SABTU TEAM 3 10 1 11 SEBAR BROSUR

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

APOTEK DAN RS APO MAXI RP. 100.000 ERVAN SETIAP SORE TEAM 1 10 1 8 SEBAR BROSUR DAN PAKET KREDIT KHUSUS DOKTER

APO ELKA RP. 100.000 DEWI 2 X DLM SEMGG TEAM 2 10 2 10 1 SDA

APO.KARTIKA RP. 100.000 RANI SDA TEAM 3 10 1 9 SDA

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

AREA ANALYSIS

Notes :

Need particular activity to targeting commercial market

313 (64%)

164 (33%)

NC 168

(55%)

139 (45%)

C

AVG Market 2011

Cirebon Sukabumi Cirebon SukabumiAVG Market 477 307S1 1,7 1,6 22 23S2 7 5 7 2S3 9 10 3 2C1 5 4 2 2C2 21 1C3 12 3DSF1 1 2DSF2 3 1DSF3 4 2

AVG Productivity Qty

Comparison with Cirebon (2011)

Cirebon Sukabumi

Notes :Need to invest people in DynaNeed to enhance sales force from S1 to S2/S3

Competitor

4. PeopleMarket

Model Avg M/S Regpol/Bln M/S Target Total Regpol Cont4x2 Mini Med 7 55% 4 63% 4 5%

4x2 Low MPV 71 64% 46 88% 52 66%

4x2 Med MPV 10 79% 8 83% 9 11%

4x2 Med SUV 9 63% 5 82% 6 8%

4x2 High 4 43% 2 58% 2 2%

PU Med 16 6% 1 13% 1 1%

4 Roda 8 0% 0 0% 06 Roda 26 16% 4 27% 5 6%

Total M/S 32% 69 37% 79

Target RegpolCurrent

CS 4 CS 6SF 21 SF 32DSF 3 DSF 1Total 28 Total 38

Current 32

NEED OF PEOPLE FOR SUKABUMI KAB.

NEED OF PEOPLE FOR ALL SUKABUMI

Item Problem SuggestedNo Salesman Dyna Need to invest DSF to cover commercial marketCurrent productivity is not high enough Increase productivity Salesman

Product Availability sparepart in some district is difficultSparepart Dyna need to be placed in sub branch (Pelabuhan ratu and Cicurug)

Price1 St TDP is still high compared with all competitor

Cooperate with leasing company to lower the DP into 15-20%

Place Less Dyna display and sparepart availaibility Need to place unit Dyna and sparepart in sub branch

PromotionThere is no particular activity for grabbing commercial

Need to have promotion activity ex. gathering, or movex

Conclusion

People

CONCLUSION

Sand Mining Material Building

PriceNeed competitive

priceNeed competitive

price

Financing SupportNeed low DP and

affordable installmentNeed low DP and

affordable installment

ProductNeed high quality product

due to its trackNeed durable product

due to its long use

Product Support Need sparepart availabilityNeed easiness in

maintenance service

Convertion Wooden deck Wooden deck

Customer Characteristic *Road Condition

* Based on Interview & GGB

Notes :Pic 1 : Road on CisaatPic 2 : Road on Pelabuhan RatuPic 3 : Road otw on Cimangkok

Competitor SS Salesman LokasiMitsubishi Srikandi Motor 3 25 KodyaMahligai Motor CibolangMahligai Motor Parung KudaHino 1 7 Cisaat

2 20

No. Items

1 Road Condition

2 Bussiness Segment

3 Customer Profile

4 Competitor Movement

● 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. ● Check convertion measurement and convertion maker references. ● Check driver customs, habit, and influence towards owner decision making process. ● Check driver needs, habit, and influence towards owner decision making process.

● Check customer habits and customs.● Check customer segment.● Check Reason to Buy

● Check competitor network / sales point at current place. ● Check spare parts point at current place.

GGB Checklist Activities

GGB to Site

Interview with customer & Driver

Interview with customer

Outlet visit

● Check the road condition from checkpoint to destination.● Check the road condition at destination.


● Check customer habits and customs.● Check customer segment.● Check Reason to Buy

● Check competitor network / sales point at current place. ● Check spare parts point at current place.

Activities

GGB to Site



Outlet visit

No. Items

1 Bussiness Segment

2 Customer Profile

3 Competitor Movement


● Check customer habits and customs.● Check customer segment.

● Check Price list and discount range.● Check leasing partner support.● Check special offer from competitor (if any). ● Check workshop ability.

4Convertion / Carroserrie

Survey

● Check the highest usage of convertion item.● Check manufactur production capacity. ● Check who is the highest user of the convertion maker and the most growing user.


GGB Checklist Activities



Outlet visit as a mystery shopper


● Check customer habits and customs.● Check customer segment.


Interview & factory visit

● Check the highest usage of convertion item.● Check manufactur production capacity. ● Check who is the highest user of the convertion maker and the most growing user.


Activities



Outlet visit as a mystery shopper

Interview & factory visit

No. Variable1.

Market

2. Material3. Man

ManMethodMaterialMachine

Environment

Point

Overall Market

Analisa By Model

Area Analysis

Variable Current Condition RecommendationMarket is growing every years Need support for availability stock in closed branch.Commercial have a big portion ( almost 50 %) Need support for commercial vehicle especially in after sales.Toyota lose in share in Mini Medium, SUV Medium, PU 4x2 and Light truck Need support for avalaibility stock, and marketing activity.

Material Toyota is not have sales outlet Need to build a sales point.Man No area PIC Appoint PIC for Banyuwangi from Auto 2000 Jember

Market

Current ConditionMarket is growing every yearsCommercial have a big portion ( almost 50 %)Toyota lose in share in Mini Medium, SUV Medium, PU 4x2 and Light truckToyota is not have sales outletNo area PIC

Main ProblemMarket Share Toyota number 2

Main ProblemMarket Share Toyota number 2

Main problemThere is no sufficient sales person to cover areaLess marketing activity (in DP and discount)

Current Condition

Comparison commercial : non commercial market is 51% : 49% In non coimmercial, sedan has small market, but lost in market share with HondaIn commercial, all of Toyota Model lost with MitsubishiTop big five Kecamatan based on popuation : Cicurug, Cisaat and CibadakMajor contributor PDRB are Farming and Trading, Hotel and RestaurantThere is no outlet Toyota and Competitor because it is covered from Sukabumi Kodya

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%



Market

RecommendationNeed 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 1Lost in market share commercial, while composition on commercial bigger than non commercial

Why 1Majalengka is covered from Cirebin



Market

Why 2

Why 2 Why 3Sukabumi Kab doesn't have outlet

No. City Brand Outlet Name Status Authorized Facility1

Banyuwangi

Toyota - - - -2 Mitsubishi Mayangsari Berlian Motor Dealer - VSP3 Daihatsu Astra Internasional DSO Dealer - VSP4 Suzuki Sembilan Indah Laju SD - VSP