PT.

ASTRA INTERNATIONAL TBK - TOYOTA SALES OPERATION

ANALYSIS SUKABUMI KAB.

Tidak ada program penjualan MARKET ANALYSIS
MARKET DAN MARKET SHARE PERFORMANCE

AREA ANALYSIS - CONT'D

2. Price
Type

Tren Market Share Toyota and Strongest Competitor

Analisa by Model

Price OTR Discount Net Price Leasing Support

Toyota Dyna Mitsubishi Canter HT3S FE 74 HD 253.350.000 263.000.000 17.000.000 5.000.000 236.350.000 258.000.000 Dipo Star Finance, ACC ADIRA

Hino Dutro 130 HD 246.000.000 25.000.000 221.000.000 Niaga Finance, Mandiri Finance

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

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.

3. Place

Notes :

< PU 4 X 2 Medium > 2006 2007 M/S 96 28 66 0 2 29,2% 68,8% 0,0% 2,1% 68,8% 4 90 0 1 UNIT 95 4,2% 94,7% 0,0% 1,1% 94,7% 12 146 0 0 M/S UNIT 158 7,6% 92,4% 0,0% 0,0% 92,4% 5 72 0 5 2008 M/S UNIT 82 6,1% 87,8% 0,0% 6,1% 87,8% 16 135 0 8 2009 M/S UNIT 159 10,1% 84,9% 0,0% 5,0% 84,9% 11 161 0 2 2010 M/S YTM 2011 UNIT 174 6,3% 92,5% 0,0% 1,1% 92,5% M/S 19,4% -3,7% 7,6% 0,0% -3,9% Growth

PU 4 X 2 MEDIUM (HILUX 2WD)

UNIT MARKET TOYOTA HILUX 4 X 2 MITSUBISHI L300 FORD RANGER 4 X 2 ISUZU

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

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

< PU 4 X 4 > 2006 UNIT MARKET TOYOTA HILUX 4 X 4 MITSUBISHI L200 4 X 4 FORD RANGER 4 X 4 MAZDA 4X4 KIA 4X4 ISUZU D-MAX 4 X 4 0 0 0 0 0 0 0 #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! 0 4 0 0 0 0 M/S UNIT 4 0,0% 100,0% 0,0% 0,0% 0,0% 0,0% 100,0% 0 3 0 0 0 0 2007 M/S UNIT 22 0,0% 13,6% 0,0% 0,0% 0,0% 0,0% 13,6% 1 4 3 0 0 0 2008 M/S UNIT 10 10,0% 40,0% 30,0% 0,0% 0,0% 0,0% 40,0% 1 3 1 0 0 0 2009 M/S UNIT 5 20,0% 60,0% 20,0% 0,0% 0,0% 0,0% 60,0% 1 4 0 0 0 0 2010 M/S YTM 2011 UNIT 5 20,0% 80,0% 0,0% 0,0% 0,0% 0,0% 80,0% M/S 9,1% 0,0% 20,0% -20,0% 0,0% 0,0% 0,0% Growth

PU 4 X 4

4. Promotion
JENIS AKTIFITAS LOKASI
SUPERMALL SUPERMALL MOVEX/ JOINT CANVAS CIKEMBAR- BJ.LOPANG LENGKONG-J.KULON SURADE-CIRACAP PEL.RATU DSK SUKARAJA-CIMANGKOK IKLAN RADIO NBS PEMASANGAN SPANDUK PIKET LIBUR TRAINING PERUMAHAN HARI MINGGU SETIAP HARI RABU/ KAMIS PESONA PANGRANGO PURI CIBEUREUM TANJUNG SARI CIMAPHAR ENDAH PESONA CIBEUREUM MASJID2. APOTEK DAN RS MESJID AGUNG SMI MESJID SECAPA APO MAXI APO ELKA APO.KARTIKA APO.INDOFARMA APO KIMIA FARMA RP. 100.000 RP. 100.000 RP. 100.000 RP. 100.000 RP. 100.000 @ 150.000 RP. 100.000 RP. 100.000 RP. 100.000 RP. 100.000 RP. 100.000

BUDGET

PIC

< Light Truck Total > 2006 UNIT MARKET TOYOTA DYNA MITSUBISHI CANTER ISUZU HINO DUTRO 141 13 127 0 1 9,2% 90,1% 0,0% 0,7% 90,1% 8 239 5 1 M/S UNIT 254 3,1% 94,1% 2,0% 0,4% 94,1% 25 347 9 24 2007 M/S UNIT 411 6,1% 84,4% 2,2% 5,8% 84,4% 23 216 16 35 2008 M/S UNIT 291 7,9% 74,2% 5,5% 12,0% 74,2% 38 415 23 28 2009 M/S UNIT 504 7,5% 82,3% 4,6% 5,6% 82,3% 41 284 33 26 2010 M/S YTM 2011 UNIT 384 10,7% 74,0% 8,6% 6,8% 74,0% M/S -16,9% 3,1% -8,4% 4,0% 1,2% Growth

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%

TGL JUMLAH TAR GET EVAL UASI PELAKSANAAN SALES PRPK SPK PSPK SPK
8,9 DAN 10 SEPT 13 DAN 14 SEPT 19 DAN 20 SEPT 16 DAN 17 SEPT 12 DAN 13 SEPT 12 DAN 13 SEPT SETIAP MINGGU DI SEPT STP MINGGU SETIAP HARI SABTU SETIAP HARI SABTU SETIAP HARI SABTU SETIAP HARI SABTU SETIAP JUMAT SETIAP JUMAT SETIAP SORE 2 X DLM SEMGG SDA SDA SDA ALL TEAM ALL TEAM TEAM 5 TEAM 1 TEAM 4 TEAM 2 TEAM 3 TEAM 5 TEAM 4 TEAM 1 TEAM 2 TEAM 3 TEAM 4 TEAM 5 10 10 10 10 10 10 10 10 10 10 10 10 1 1 1 1 1 1 1 1 2 1 1 2 10 12 15 5 11 10 12 8 10 9 10 12 2 1 1 1 1 2 1 5 1 5 2 ALL TEAM TEAM 3 TEAM 1 TEAM 2 TEAM 5 TEAM 4 60 60 20 20 30 20 20 50 8 8 2 2 2 2 2 5 80 50 30 25 35 21 20 45 10 3 3 2 3 2 3 4 15,16, DAN 17 SEPT ALL TEAM

KETERANAGAN
UNIT YANG DIPAJANGKAN GRAND NEW INNOVA G MT UNIT YANG DIPAJANGKAN GRAND NEW FORTUNER SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR SEBAR BROSUR DAN KANVAS KEPUSAT PERTOKOAN DAN PASAR MENYASAR KANTUNG2 TRUK DAN TK MATERIAL=SEBAR BROSUR MENYASAR KANTUNG2 TRUK DAN TK MATERIAL JANGKAUAN WIL SMI KOTA DAN KAB.. PAKET AVANZA TB 10 JT DLL PAKET AVANZA DP 10 JT DISELURUH WIL SMI 9 10 BUAH SPANDUK0 BUKA DARI JAM 9.00 SAMPAI 15.00 PRODUCT KNOWLEDGE DAN SKILL SALES SEBAR BROSUR SEBAR BROSUR SEBAR BROSUR SEBAR BROSUR SEBAR BROSUR PAMER 1 UNIT KEND DAN SEBAR BROSUR SDA SEBAR BROSUR DAN PAKET KREDIT KHUSUS DOKTER SDA SDA SDA SDA

PAMERAN

Rp. 2.500.000 ERVAN Rp. 2.500.000 ELVIN RP.300.000 RP.400.000 RP.400.000 RP.300.000 RP.250.000 RP. 1.800.000 RANI ERVAN DEWI LIA DINA BN ELVIN WS/BN LIA DINA DEWI RANI LIA DINA ERVAN DEWI RANI DINA LIA

Notes : Need particular activity to targeting commercial market

20 HARI DIBLN SEP ALL TEAM

< Light truck 4 roda > 2006 2007 M/S 46 5 41 0 0 10,9% 89,1% 0,0% 0,0% 89,1% 1 58 3 0 UNIT 62 1,6% 93,5% 4,8% 0,0% 93,5% 1 76 4 0 M/S UNIT 82 1,2% 92,7% 4,9% 0,0% 92,7% 6 71 14 7 2008 M/S UNIT 98 6,1% 72,4% 14,3% 7,1% 72,4% 0 101 3 0 2009 M/S UNIT 104 0,0% 97,1% 2,9% 0,0% 97,1% 0 79 10 0 2010 M/S YTM 2011 UNIT 89 0,0% 88,8% 11,2% 0,0% 88,8% M/S -6,6% 0,0% -8,4% 8,4% 0,0% Growth

LIGHT TRUCK (DYNA)

UNIT MARKET TOYOTA DYNA MITSUBISHI CANTER ISUZU HINO DUTRO

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%

RP.2.000.000 INDRA

ERVAN SETIAP HARI SABTU

< Light truck 6 roda > 2006 UNIT MARKET TOYOTA DYNA MITSUBISHI CANTER ISUZU HINO DUTRO 95 8 86 0 1 8,4% 90,5% 0,0% 1,1% 90,5% 7 181 2 1 M/S UNIT 192 3,6% 94,3% 1,0% 0,5% 94,3% 24 271 5 24 2007 M/S UNIT 329 7,3% 82,4% 1,5% 7,3% 82,4% 17 145 2 28 2008 M/S UNIT 193 8,8% 75,1% 1,0% 14,5% 75,1% 38 314 20 28 2009 M/S UNIT 400 9,5% 78,5% 5,0% 7,0% 78,5% 41 205 23 26 2010 M/S YTM 2011 UNIT 295 13,9% 69,5% 7,8% 8,8% 69,5% M/S -19,5% 4,4% -9,0% 2,8% 1,8% Growth

AREA ANALYSIS
Road Condition Notes : Pic 1 : Road on Cisaat Pic 2 : Road on Pelabuhan Ratu Pic 3 : Road otw on Cimangkok Customer Characteristic *
Sand Mining Need competitive price Need low DP and affordable installment Material Building Need competitive price Need low DP and affordable installment

4. People
Comparison with Cirebon (2011)
AVG Market S1 S2 S3 C1 C2 C3 DSF1 DSF2 DSF3 AVG Productivity Cirebon Sukabumi 477 307 1,7 1,6 7 5 9 10 5 4 21 12 1 3 4 Qty Cirebon Sukabumi 22 7 3 2 1 2 1 2 23 2 2 2 3

41

AVG Market 2011

313 (64%)
164 (33%)

168 (55%)
139 (45%)

Price Financing Support Product Product Support Convertion

Model 4x2 Mini Med 4x2 Low MPV 4x2 Med MPV 4x2 Med SUV 4x2 High PU Med 4 Roda 6 Roda Total M/S

Market Avg 7 71 10 9 4 16 8 26

M/S 55% 64%

79%

63% 43% 6% 0% 16%

32%

Current Regpol/Bln 4 46 8 5 2 1 0 4 69

Target Regpol M/S Target Total Regpol 63% 4 88% 52 83% 9 82% 6 58% 2 13% 1 0% 0 27% 5
37%

Cont
5% 66% 11% 8% 2% 1% 6%

NC

Competitor
Competitor Mitsubishi Srikandi Motor Mahligai Motor Mahligai Motor Hino SS 3 2 1 Salesman 25 20 7 Lokasi Kodya Cibolang Parung Kuda Cisaat

79

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

Mitsubishi (FE74HD) Adjust with Road Condition Max Load Cust. Complain No problem in on road or off road 12 Ton (Sand) Tire ace & gardan are not prime Dyna (HT) No problem in on road or off road 16 Ton (Sand) Limited number of sparepart in outside city & resale value is low

Need high quality product Need durable product due to its track due to its long use Need easiness in Need sparepart availability maintenance service Wooden deck Wooden deck

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

CONCLUSION
Conclusion Item People Product Problem No Salesman Dyna Current productivity is not high enough Availability sparepart in some district is difficult 1 St TDP is still high compared with all competitor Less Dyna display and sparepart availaibility There is no particular activity for grabbing commercial Suggested Need to invest DSF to cover commercial market Increase productivity Salesman Sparepart Dyna need to be placed in sub branch (Pelabuhan ratu and Cicurug) Cooperate with leasing company to lower the DP into 15-20% Need to place unit Dyna and sparepart in sub branch Need to have promotion activity ex. gathering, or movex

* Based on Interview & GGB

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

Price Place Promotion

No. 1

Items Road Condition

Bussiness Segment

Customer Profile

Competitor Movement

GGB Checklist

Activities GGB to Site

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 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.

Interview with customer & Driver

Interview with customer

Outlet visit

Activities GGB to Site

nterview with customer & Driver

Interview with customer

Outlet visit

No.

Items

Bussiness Segment

Customer Profile

Competitor Movement

Convertion / Carroserrie Survey

Convertion / Carroserrie Survey

GGB Checklist 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 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.

Activities

Interview with customer & Driver

Interview with customer

Outlet visit as a mystery shopper

Check the highest usage of convertion item. Check manufactur production capacity.

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.

Interview & factory visit

Activities

terview with customer & Driver

nterview with customer

Outlet visit as a mystery shopper

nterview & factory visit

nterview & factory visit

No. 1.

Variable Market

2. 3.

Material Man

Man Method Material Machine Environment

Variable

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

R Need support for availab Need support for comm Need support for avalaib Need to build a sales p Appoint PIC for Banyuw

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

Recommendation Need support for availability stock in closed branc Need support for commercial vehicle especially in Need support for avalaibility stock, and marketing Need to build a sales point. Appoint PIC for Banyuwangi from Auto 2000 Jemb

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

ght truck

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 Sukabumi Kab doesn't have outlet Why 3

No. City Brand Outlet Name Status Authorized 1 Toyota 2 Mitsubishi Mayangsari Berlian Motor Dealer Banyuwangi 3 Daihatsu Astra Internasional DSO Dealer 4 Suzuki Sembilan Indah Laju SD -

Facility VSP VSP VSP