PT Saint-Gobain Norton Hamplas as Indonesian subsidiary of Saint-Gobain a global leader in the world abrasive market would like to strengthen its market leadership in the Coated Abrasive domestic market. Critical phase on achieving that stage is by obtaining better understanding on the whole market size and dynamics, segmentation, targeting potential market, develop proper positioning, and comprehensive knowledge on consumer behavior and CTQ (Critical to Quality).

This project was intended to enrich the company knowledge on all the above aspects from market feasibility study up to recommending integrated marketing strategy to expand business size.

Considering limited data available on the Coated Abrasive market, first step of the project was to search literature study that provides benchmark data on Coated Abrasive unit consumption for every potential market segment. After the data was obtained then the searching was focused on finding the accurate end users production based on National Statistics as well as Industry Associations report. Later on all the data obtained was reinforced by in depth interviews with heavy/key users per industry segment to obtain also consumers CTQ per market segment.

According to the findings then we developed a model for market segmentation, targeting, and positioning, followed up by recommending marketing strategies to expand market serviced as well as deeper penetration on current market to expand the business value. We do also make an implementation plan milestones and timings for new market entry strategy with 2 years time framework.





Reseach Location: PT Saint-Gobain Norton Hamplas

Supervisor: Ir. Handry Satriago, MM, MBA.

Accepted on 12 August 2003



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