Syndicate 5

Zakiati Rahmi
Stefan Boersting
Gisca Widhi Dwi Pratiwi
Yodi Anggadha Wirasanggeni
Pradiptya Wahyu Dewabrata
TOYOTA INDUSTRIES
CORPORATION (TICO)
Toyota Industries Corporation ( 株式会社豊田自
動織機 , Kabushiki-gaisha Toyota Jidō Shokki) is
a Japanese machine maker. Originally a
manufacturer of automatic looms, it is the
company from which Toyota Motor
Corporation developed. It is the world's largest
manufacturer of forklift trucks measured by
revenues.
Overview
 Toyota Textile Machinery

Today known as Toyota Industries Corporation (TICO) the original company has
grown to one of the biggest producers of textile machinery, automotive
components, material handling equipment and other products. Between 1980 and
2008, TICO installed 115’000 water jet looms and 109’000 air jet looms worldwide, in
addition to over 12 million spindles on spinning frames and 7’500 roving
frames. Toyota Textile Machinery Service Center Indonesia was established in 1990.
 Indonesian Branch Company
Profile
• Gracia Jaya Makmur Toyota Textile Machinery
• Established in 1990
• Owner: Novalina Soewanti
• Head of Marketing: Koichi Ito
 Toyota Industries
Corporation
Head Office:(Textile Machinery)
Address : 2-1 Toyoda-cho, Kariya-shi, Aichi 448-8671 Japan
Sales Department:
Phone : (81) 0566-27-5317

Indonesia Office:
Address : Komplek Kopo Mas Regency
Jl. Kopo no. 618A Blok 88AA Bandung, Jawa
Barat.
Phone : (62) 022-5436510
Textile Machinery

Machine which is used to

manufacture texile
product, and is
considered as heavy
machinery
Products
• Ring Spinning (RX300)

• Roving Frame (FL200)

• Weaving
Products

• Air Jet Loom (JAT 810)

• Water Jet Loom (WJL810)

Marketing Problem
• Sales decrease in Indonesia
Microenvironment (PESTEL)
The only branch in
The company Indonesia

Toyota Tsusyo (Japan)

Toyota Marubeni (Japan)
Suppliers Anugerah Texindotama
(Spare Parts & Machines,
Indonesia)
Anugerah Texindotama
Marketing (Bandung,Indonesia)
Intermediaries

Picanol (China, Alibaba) Many competitors

Competitors Tsudakoma (Japan) outside Indonesia have
Lakshmi (India) cheaper price than
Schaforth (Germany) Toyota’s
Microenvironment (PESTEL)
Many competitors
Competitors outside Indonesia have
cheaper price than
Toyota’s

Toyota is well-
Public known and trusted
company

Textile company will purchase

Customers Toyota’s product because of
its well-known with its good
quality
Macroenvironment (PESTEL)
Increasing of GDP might also increase buying power of
ECONOMIC the costumer.
https://tradingeconomics.com/Indonesia/gdp

Toyota has one of the best quality machine compared to

TECHNOLOGICAL other competitors, but competitors might have access
with same quality product.

1. Re-modernization plans for domestic textile companies

2. 10% reimbursement from the government to textile
company
http://www.fibre2fashion.com/industry-article/4924/Indonesian-texile-
machiney-modernization?page=2
POLITICAL
3. The government exempt “PPN” for heavy machinery
import for corporation usage.
http://www.pajak.go.id/content/seri-ppn-dan-ppnbm-ppn-yang-dibebskan-
atas-impor-danatau-penyerahan-barang-dan-jasa-kena
Forces Drives Industry
Competition
• Threat of new entry is high
Competitors from china which produce cheaper products
Low of differentiation
• Supplier power is low

Toyota has suppliers from it’s own company, therefore the

supplier power is low
• Strong Buyer Power

Costumer has a lot of choices besides Toyota with cheaper price

and from increasing growth in GDP
• Threat of substitutes is low

There is no substitute for textile machinery

SWOT Analysis
1. The company that has a branch
in Indonesia
Strength 2. High quality product
3. Well-known and trusted
company

1. Medium to High Price

range
Weakness
2. Having troubles of
competing with lower-end
brand
3. Only branch in Indonesia
SWOT Analysis
1. Open more branches in
Indonesia
Opportunity 2. Develop lower-end product
3. Reduce competitors
Acquisition

1. Many new competitors

Threat 2. Low differentiation
3. Customer has several
other choices
Consumer Behaviour
Psychological
Motivation: There is desire to own high quality machine
Perception: Toyota has durable product
Memory: costumer know about Toyota’s quality
Learning: Accept new innovation and willing to learn it

Personal
Medium to Major Company
Partnership and Corporation Company
Consumer Behaviour
Social
Roles and Status: 1. Status recognition from owning Toyota product
2. Long term cooperation between Toyota and
customers
Reference Group: 1. Partner of company gives influences to the
company
2. Copying other successful company

Environmental Influences
Economic: Costumer will choose cheaper product with similar
quality
Technological: Aware of technology development
Consumer Behaviour

Buyer’s response
Product service: Costumer satisfaction continues to drop
Brand Selection: Brand awareness of company products and
services decline
 Segmentation

Company Size
Based on SIUP (Surat Izin
Usaha Perdagangan)

Large Compay
Rp 500,000,ooo capital and up

Medium Company
Rp 200,000,000 – Rp
500,000,000 capital

Small Company
Under Rp 200,ooo,000
http://perusahaan.web.id/definisi/kelas-
• From 56 companies in total siup
Targeting
• Large Companies based on Western Java
Positioning
• Machine Efficiency is high, the machine is able to efficienly
manufacture more textile products than their Chinese Competitor
Marketing Mix
• Product:
• core elements: Create textile products
• supplementary elements : Toyota textile machinery, with different
machine features, warranty, installation.
• Pricing: Value based cost.
• Place : Distributor (Gracia Jaya Makmur Inc. based on Bandung,
Indonesia)
• Promotion:
• Attended international textile machinery showcase in Shanghai and
Italy
• Invited old and new customers for sales promotion presentation in Solo
2014
• People: Installation and service employees.