ANALYSIS AND STRATEGY FORMULATION OF HEAVY EQUIPMENT DISTRIBUTOR COMPANIES IN INCREASING MARKET SHARE IN ACEH AND NORTH SUMATERA REGIONS

Abstract

The global 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 major countries such as the United States, China, and OPEC countries. Heavy equipment plays an important role in supporting the main sectors of the global commodity economy, especially in Indonesia. PT XYZ is one of the industries that plays in the heavy equipment industry in Indonesia with the K brand Japan product. To provide the best service to customers, the company established a branch in the city of Medan, North Sumatra to get closer to customers for 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 study aims to gain a comprehensive understanding of PT XYZ's position in the heavy equipment market, as well as to formulate effective strategies to overcome challenges in maintaining and increasing K's market share in the North Sumatra and Aceh regions.