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Avanza Case Study

In: Business and Management

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Dipicu oleh krisis ekonomi 1997 di Asia , sebagian besar industri Indonesia pada umumnya adalah dampak negatif . Secara keseluruhan , perekonomian Indonesia langsung dipengaruhi oleh pengurangan upah , tingkat pengangguran yang tinggi , dan kenaikan tingkat inflasi , sehingga Penurunan besar dalam pendapatan nominal negara dan daya beli. Krisis ekonomi pun menyebabkan Industri otomotif yang mengalami penurunan dengan berkurangnya daya beli konsumen menyebabkan harga kendaraan menjadi jauh dari terjangkau bagi masyarakat.

Pasar otomotif menyusut dari 400.000 kendaraan yang dijual pada tahun 1996 ke level terendah 75.000. Meskipun demikian , menurut Demand Forecasting , industri otomotif Indonesia adalah diperkirakan akan menunjukkan pertumbuhan konstan dengan unit terjual rata-rata bulanan dari lebih dari 26.000 pada tahun 2002 menjadi hampir 45.000 unit pada tahun 2005 , menunjukkan tren pasar yang kuat . Setelah tren pasar kembali naik pada tahun 2002, pasar otomotif di Indonesia kembali meningkat dan pasar di dominasi oleh perusahaan Jepang, produsen seperti Toyota , Mitsubishi , Suzuki , Daihatsu dan Honda . Pada tahun 2002 , Toyota memperoleh sebagian besar saham sebesar 26,5 persen dari total pasar diikuti oleh Mitsubishi ( 23,7 % ) ,
Suzuki ( 20 % ) , Isuzu ( 8,3 % ) , Daihatsu ( 6,4 % ) , dan Honda ( 4 % ). Komposisi pasar secara keseluruhan telah berkembang secara dinamis dalam beberapa tahun terakhir , khususnya di kelas 4x2. Selama 2000-2002 , kendaraan 4x2 memimpin pangsa pasar .
Meskipun pangsa pasar telah menjatuhkan pada tahun 2001 , tren ini diperkirakan akan meningkat di akhirat beberapa tahun. Permintaan untuk segmen 4x2 rendah,
Namun , diperkirakan akan tumbuh secara signifikan pada tahun 2004 dan terus tumbuh pada tahun 2005 . ini tumbuh rasa untuk kinerja menawarkan kelas 4x2 dan kenyamanan sebanding dengan sedan tapi dengan fleksibilitas yang lebih tinggi dalam ruang dan lebih cocok untuk sebagian besar kondisi jalan di Indonesia
Toyota awalnya tidak memproduksi produk apapun di segmen 4x2 rendah , tapi bukan itu diproduksi Model Kijang di kelas 4x2 menengah . Kijang telah sangat populer dan telah merebut pangsa pasar yang besar di Indonesia sejak pertama kali diperkenalkan . itu pertumbuhan permintaan untuk segmen 4x2 rendah menyebabkan Toyota untuk meluncurkan produk pertama dalam hal ini segmen . Mengingat kualitas tinggi dari produk , Toyota cepat memperoleh pangsa pasar yang besar .
Namun , pasar baru dan persaingan sengit di pasar 4x2 rendah dengan mendominasi tua pemain seperti Suzuki membawa tantangan besar bagi Toyota sebagai pemain industri baru.
Untuk keadaan di atas , Harni Winara dipanggil manajemen puncak tepat dua bulan yang lalu . Sebagai mitra Indonesia dari Toyota Motor Corporation , PT . Toyota-Astra Motor
( TAM ) dimaksudkan untuk menangkap pasar yang sedang berkembang ini dengan meluncurkan model baru 4x2 rendah tidak hanya untuk bersaing tetapi juga untuk menaklukkan pasar . Namun, meluncurkan mobil baru di pasar yang kompetitif membutuhkan banyak perhitungan . Perhitungan tersebut harus hati-hati disiapkan , dianalisis , didiskusikan , dan disajikan untuk memberikan pedoman bagi manajemen puncak di membuat keputusan yang akurat . Tugas adalah untuk jatuh tempo dalam waktu 5 minggu , dan bosnya adalah menekankan batas waktu .
Harni Winara bertanya-tanya bagaimana produk baru Toyota bisa tersegmentasi , diposisikan dan diserahkan ke pasar . Sebagai tugas telah diberikan kepadanya , itu di tangannya dan timnya untuk membawa persaingan masa depan di pasar 4x2 rendah , dan tentu saja kredibilitas masa depannya di perusahaan .
Dia mengumpulkan semua staf senior dan analis untuk menunjuk tim gugus tugas pada hari yang sama .
Dia ingin survei gaya hidup ( survei persiapan produk ) , yaitu pasar yang lebih spesifik penelitian di pasar 4x2 , khususnya di pasar 4x2 rendah. Penelitian ini akan mencakup umum dan khusus pasar tren , pertumbuhan, komposisi , persaingan , dan profil pembeli termasuk alasan untuk membeli mobil , demografi, pengguna yang sebenarnya , dan tren permintaan untuk berikutnya 2 sampai 5 tahun . Akhirnya, Konsep produk dan desain diarahkan untuk mewakili lima kunci kata-kata , yaitu: styling canggih & modern, fun to drive & naik , ekonomis , mobil serbaguna , dan konsep tubuh mobil. . Model ini berharap menjadi terobosan model yang membawa Toyota untuk bersaing di pasar sejak itu maju dan bergaya melampaui pesaingnya. Produk ini juga
Bersiaplah untuk memiliki banyak keuntungan . Mereka adalah , performa mesin dan bahan bakar ekonomi yang mengungguli pesaing , penumpang kinerja mengemudi mobil seperti , tingkat kenyamanan dan aksesibilitas .
Mendorong kemampuan dan kemampuan kenyamanan luar pesaingnya , juga daya tahan untuk mengatasi keras penggunaan dan lingkungan . Desain eksterior yang canggih , modern dan gaya styling , ditambah dengan sentuhan kelas tinggi yang menawarkan styling terbaik di kelasnya . Desain interior juga maju , modern , berkualitas tinggi dan nyaman dikendarai dan dinaiki oleh 7 orang. The Toyota 4x2 Konsep mobil rendah dirancang untuk menarik kelas pekerja dan digunakan pemilik mobil mengingat harga terjangkau . Harga yang ditargetkan akan berada di kisaran Rp 75-95 jutaan , jauh di bawah kisaran harga semua jenis Kijang baru , di atas Zebra dan T - 120 dan tingkat harga sekitar sama dengan Carry Futura , Atoz , dan Karimun . Toyota baru adalah untuk menjadi runner - up ke Kijang dalam hal volume penjualan agar Toyota untuk mempertahankan nomor satu posisi di pasar otomotif Indonesia. Karena semua data di atas dikumpulkan dan dianalisis oleh Harni Winara dan timnya , sudah waktunya untuk membuat rencana pemasaran untuk produk baru ini . Selain itu , manajemen puncak telah secara khusus menetapkan target tinggi . Mereka ingin Toyota baru untuk menjadi pemimpin pasar dan untuk meraih pangsa pasar minimal 30 % .Terciptalah Toyota baru yang diberi nama Avanza yang diharapkan mendapatkan keunggulan kompetitif di pasar.

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...Inserción de Costa Rica en la Economía Mundial Los primeros 20 años en el Sistema Multilateral de Comercio Ministerio de Comercio Exterior de Costa Rica Enero, 2012 382.972.86 C8375i Costa Rica. Ministerio de Comercio Exterior Inserción de Costa Rica en la Economía Mundial: los primeros 20 años en el Sistema Multilateral de Comercio / Ministerio de Comercio Exterior.– 1. ed.– San José, C.R.: COMEX, 2012, enero. 278 p. ISBN: 978-9968-676-04-5 1. COSTA RICA - COMERCIO EXTERIOR 2. ECONOMÍA INTERNACIONAL. 3. POLÍTICA COMERCIAL. 4. SISTEMA COMERCIAL MULTILATERAL. I. Título INSERCIÓN DE COSTA RICA EN LA ECONOMÍA MUNDIAL Índice Prólogo PARTE I. Inserción de Costa Rica en la Economía Mundial. Proceso, Institucionalidad, Resultados y Retos Colaboradores y agradecimientos 1. 2. Introducción Evolución del proceso de inserción de Costa Rica en la economía mundial viii 1 4 10 15 16 20 23 30 40 40 42 43 45 46 47 49 50 52 53 56 57 59 61 61 64 64 67 71 74 84 85 95 96 100 103 103 109 109 vii 2.1 Primeros esfuerzos de promoción de exportaciones no tradicionales (1968-1983) 2.2 Nuevos esfuerzos en la promoción de las exportaciones no tradicionales (1984-2010) 2.2.1 Contratos de Exportación y Régimen de Admisión Temporal 2.2.2 Régimen de Zonas Francas 2.2.3 Apertura Unilateral 2.3 Negociaciones comerciales multilaterales 2.4 Negociaciones comerciales bilaterales 2.4.1 Tratado de Libre Comercio entre la República de Costa Rica y los Estados Unidos Mexicanos 2.4.2 Tratado......

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