Analisis dan Formulasi Strategi Perusahaan Distributor Alat Berat dalam Meningkatkan Pangsa Pasar di Wilayah Aceh Dan Sumatera Utara

Abstract

The world commodity economy continues to play a central role in international trade in 2024. According to a report from the World Bank, global commodity prices this year have increased by around 5% compared to the previous year, driven by high demand from large countries such as the United States, China, and OPEC countries. Heavy equipment plays an important role in supporting the main sectors of the world commodity economy, especially in Indonesia. PT United Tractors, Tbk is one of the industries that plays in the heavy equipment industry in Indonesia with Komatsu brand products originating from Japan. To provide the best service to customers, the company established a branch in the city of Medan, North Sumatra to get closer to customers in work areas in the provinces of North Sumatra and Aceh. The market conditions for heavy equipment in these two provinces are very competitive with various competing brands, indicating significant challenges that must be overcome to provide more service value to customers. This research aims to obtain a comprehensive understanding of the position of PT United Tractors, Tbk Medan Branch in the heavy equipment market, as well as formulating an effective strategy to overcome challenges in maintaining and increasing Komatsu's market share in the North Sumatra and Aceh regions using Porter's Value Chain analysis, Porter's Five Forces, and SWOT Matrix to create strategies to increase market share.