PT. ASTRA INTERNATIONAL TBK - TOYOTA SALES OPERATION ANALYSIS SUKABUMI KAB. < PU 4 X 2 M edium > 2006 2007 2008 2009 2010 YTM 2011 Grow th U NIT M/S UNIT M/S U NIT M/S UN IT M /S UNIT M/S UN IT M/S 19,4% TO YO TA HILUX 4 X 2 28 29,2% 4 4,2% 12 7,6% 5 6,1% 16 10,1% 11 6,3% -3,7% M ITSU BISH IL300 66 68,8% 90 94,7% 146 92,4% 72 87,8% 135 84,9% 161 92,5% 7,6% FO R D R AN G ER 4 X 2 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0% ISU ZU 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 Grow th M ARKET 9,1% TO YO TA HILUX 4 X 4 0 #DIV/0! 0 0,0% 0 0,0% 1 10,0% 1 20,0% 1 20,0% 0,0% M ITS U BIS H I L200 4 X 4 0 #D IV/0! 4 100,0% 3 13,6% 4 40,0% 3 60,0% 4 80,0% 20,0% FO R D R AN G ER 4 X 4 0 #D IV/0! 0 0,0% 0 0,0% 3 30,0% 1 20,0% 0 0,0% -20,0% ISU ZU D -M AX 4 X 4 0 #D IV/0! 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0 0,0% 0,0% #D IV/0! 100,0% 13,6% 40,0% 60,0% 80,0% < LightTruck Total> Grow th U NIT M/S UNIT M/S U NIT M/S UN IT M /S UNIT M/S UN IT M/S M ARKET -16,9% TO YO TA DYNA 13 9,2% 8 3,1% 25 6,1% 23 7,9% 38 7,5% 41 10,7% 3,1% H IN O D U TR O 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% < Lighttruck 4 roda > 2006 2007 2008 2009 2010 YTM 2011 Grow th U NIT M/S UNIT M/S U NIT M/S UN IT M /S UNIT M/S UN IT M/S M ARKET -6,6% TO YO TA DYNA 5 10,9% 1 1,6% 1 1,2% 6 6,1% 0 0,0% 0 0,0% 0,0% M ITS U B IS H IC AN TER 41 89,1% 58 93,5% 76 92,7% 71 72,4% 101 97,1% 79 88,8% -8,4% ISU ZU 0 0,0% 3 4,8% 4 4,9% 14 14,3% 3 2,9% 10 11,2% 8,4% H IN O D U TR O 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% < Lighttruck 6 roda > 2006 2007 2008 2009 2010 YTM 2011 Grow th U NIT M/S UNIT M/S U NIT M/S UN IT M /S UNIT M/S UN IT M/S -19,5% TO YO TA DYNA 8 8,4% 7 3,6% 24 7,3% 17 8,8% 38 9,5% 41 13,9% 4,4% M ITS U B IS H IC AN TER 86 90,5% 181 94,3% 271 82,4% 145 75,1% 314 78,5% 205 69,5% -9,0% ISU ZU 0 0,0% 2 1,0% 5 1,5% 2 1,0% 20 5,0% 23 7,8% 2,8% H IN O D U TR O 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% 46 62 82 98 104 89 384 LIG HT TRUCK (D YNA ) 141 254 411 291 504 5 PU 4 X 4 0 4 22 10 5 PU 4 X 2 M EDIUM (HILUX 2W D) Tidak ada program penjualan MARKET 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 year 3. 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. Price Toyota D yna M itsubishiC anter H ino D utro HT3S FE 74 HD 130 H D P rice O TR 253.350.000 263.000.000 246.000.000 D iscount 17.000.000 5.000.000 25.000.000 N etP rice 236.350.000 258.000.000 221.000.000 Leasing S upport ACC D ipo S tarFinance, A DIRA N iaga Finance, MandiriFinance Type Notes : 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 JEN IS A K TIFITA S LOKASI BUDGET PIC TG L JU M LA H TAR GET EVAL UASI KETERANAGAN PELAKSANAAN SALES PRPK SPK PSPK SPK PA M ERA N SUPERM A LL Rp.2.500.000 ERVAN 8,9 DA N 10 SEPT ALL TEAM 60 8 80 10 UNIT YA NG DIPA JA NGKAN GRAND NEW INNOV A G MT SUPERM A LL Rp.2.500.000 ELVIN 15,16,DA N 17 SEPT ALL TEAM 60 8 50 3 UNIT Y ANG DIPAJANGKAN GRAND NEW FORTUNER M OV EX/JO INT C ANVAS CIKEM BA R-BJ.LO PA NG RP.300.000 RANI 13 DA N 14 SEPT TEAM 3 20 2 30 3 SEBAR BROSUR DAN KANVAS KEPUSAT PERTO KOAN DAN PASAR LENG KO NG -J.KULO N RP.400.000 ERVAN 19 DA N 20 SEPT TEAM 1 20 2 25 2 SEBAR BROSUR DAN KANVAS KEPUSAT PERTO KOAN DAN PASAR SURA DE-CIRA CA P RP.400.000 DEWI 16 DA N 17 SEPT TEAM 2 30 2 35 3 SEBAR BROSUR DAN KANVAS KEPUSAT PERTO KOAN DAN PASAR PEL.RATU DSK RP.300.000 L IA 12 DA N 13 SEPT TEAM 5 20 2 21 2 M ENYASAR KANTUNG2 TRUK DAN TK MATERIAL=SEBAR BROSUR SUKA RA JA -CIM A NG KO K RP.250.000 DINA 12 DA N 13 SEPT TEAM 4 20 2 20 3 MENYASAR KANTUNG2 TRUK DAN TK MATERIA L IKLA N RADIO NBS RP.1.800.000 BN 20 HA RI DIBLN SEP ALL TEAM 50 5 45 4 JA NGKAUAN W IL SMI KO TA DAN KA B..PAKET A VA NZA TB 10 JT DLL PEMASANGAN SPANDUK RP.2.000.000 INDRA - PAKET A VA NZA DP 10 JT DISELURUH W IL SM I 9 10 BUA H SPA NDUK0 PIKET LIBUR HARI M INGGU ELVIN SETIA P M INGGU DI ALL TEAM 5 1 5 2 BUKA DA RI JA M 9.00 SAMPA I 15.00 SEPT - TRA INING SETIAP HA RI RABU/KA M IS @ 150.000 WS/BN STP M ING G U ALL TEAM PRODUCT KNOW LEDG E DA N SKILL SALES PERUM AHAN PESONA PANGRANGO RP.100.000 L IA SETIA P HARI SA BTU TEAM 5 10 1 10 1 SEBAR BROSUR PURI CIBEUREUM RP.100.000 ERVAN SETIA P HARI SA BTU TEAM 1 10 1 12 1 SEBAR BROSUR TANJUNG SARI RP.100.000 DINA SETIA P HARI SA BTU TEAM 4 10 1 15 2 SEBAR BROSUR CIM A PHA R ENDA H RP.100.000 DEWI SETIA P HARI SA BTU TEAM 2 10 1 5 1 SEBAR BROSUR PESONA CIBEUREUM RP.100.000 RANI SETIA P HARI SA BTU TEAM 3 10 1 11 SEBAR BROSUR M A SJID2. M ESJID A GUNG SMI L IA SETIAP JUM AT TEAM 5 10 1 10 PAMER 1 UNIT KEND DAN SEBAR BROSUR M ESJID SECAPA DINA SETIAP JUM AT TEAM 4 10 1 12 1 SDA APOTEK DAN RS A PO MAXI RP.100.000 ERVAN SETIA P SO RE TEAM 1 10 1 8 SEBAR BROSUR DAN PAKET KREDIT KHUSUS DOKTER APO ELKA RP.100.000 DEWI 2 X DLM SEM GG TEAM 2 10 2 10 1 SDA APO.KA RTIKA RP.100.000 RANI SDA TEAM 3 10 1 9 SDA A PO .INDO FA RM A RP.100.000 DINA SDA TEAM 4 10 1 10 2 SDA A PO KIM IA FA RM A RP.100.000 L IA 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 Sukabum i Cirebon Sukabum i AVG M arket 477 307 S1 1,7 1,6 22 23 S2 7 5 7 2 S3 9 10 3 2 C1 5 4 2 2 C2 21 1 C3 12 3 DSF1 1 2 DSF2 3 1 DSF3 4 2 AVG Productivity Qty Comparison with Cirebon (2011) Cirebon Sukabumi Notes : Need to invest people in Dyna Need to enhance sales force from S1 to S2/S3 Competitor 4. People M arket M odel Avg M /S Regpol/Bln M /S Target Total Regpol Cont 4x2M ini M ed 7 55% 4 63% 4 5% 4x2Low M PV 71 64% 46 88% 52 66% 4x2M ed M PV 10 79% 8 83% 9 11% 4x2M ed SUV 9 63% 5 82% 6 8% 4x2High 4 43% 2 58% 2 2% PU M ed 16 6% 1 13% 1 1% 4 Roda 8 0% 0 0% 0 6 Roda 26 16% 4 27% 5 6% Total M /S 32% 69 37% 79 TargetRegpol Current CS 4 CS 6 SF 21 SF 32 DSF 3 DSF 1 Total 28 Total 38 Current 32 N EED O F PEO PLE FO R SUKABUM I KAB. N EED O F PEO PLE FO R ALLSUKABUM I Item P roblem Suggested N o S alesm an D yna N eed to investD S F to covercom m ercial m arket C urrentproductivity is nothigh enough Increase productivity Salesm an Product A vailability sparepartin som e districtis difficult S parepartD yna need to be placed in sub branch (P elabuhan ratu and C icurug) Price 1 S tTD P is still high com pared w ith all com petitor C ooperate w ith leasing com pany to low erthe D P into 15-20% Place Less D yna display and sparepartavailaibility N eed to place unitD yna and sparepartin sub branch Prom otion There is no particularactivity forgrabbing com m ercial N eed to have prom otion activity ex.gathering,or m ovex C onclusion People CONCLUSION Sand M ining M aterialB uilding Price N eed com petitive price N eed com petitive price Financing Support N eed low D P and affordable installm ent N eed low D P and affordable installm ent Product N eed high quality product due to its track N eed durable product due to its long use ProductSupport N eed sparepartavailability N eed easiness in m aintenance service C onvertion W ooden deck W ooden deck Customer Characteristic * Road Condition * Based on Interview & GGB Notes : Pic 1 : Road on Cisaat Pic 2 : Road on Pelabuhan Ratu Pic 3 : Road otw on Cimangkok C om petitor SS S alesm an Lokasi M itsubishiS rikandiM otor 3 25 K odya MahligaiM otor C ibolang M ahligaiM otor P arung K uda Hino 1 7 C isaat 2 20