The writer conducted a thorough analysis and customer survey concerning a part of business problems faced by PT United Tractor Tbk., as a market leader of heavy equipment products in Indonesia, in which United Tractor currently would like to realize their plan to develop a newly Division that specialized in selling generic parts compatible to any kind of heavy equipment unit both to their own products (Komatsu) or else to the competitors (Caterpillar, Hitachi, Hyundai, Samsung, etc.)



As a new business opportunity being developed, surely there will be many advantages and disadvantages behind which we have to identify it deeper in order to maximize the results. Support all advantages and to eliminate disadvantage impact which will jeopardizing other division performance.

What to highlight here, United Tractor should gain more growth the business totally moreover with newly division - All makes parts division. So the future organization structure : Product Unit Sales Division, Product Support Division, and All Makes Part Dicision should grow together. All makes here is the term used by United Tractor for the generic parts in which later on being developed.



Here we focus on 2 decision problems:

- Work structure - how to manage this newly separate division not to battle each other with product support division which already existed? How to synergize the three divisions to enhance the business totally?



- Branding - whether United Tractor should put a certain name on their all makes part product or leave it anonymous? What's customer opinion on "All Makes "part business - will they buy or avoid it?



And as the final result of this project, we provide suggestions concerning branding or not branding, based on our survey to 36 six person within 21 companies who take in charge or at least involved to parts purchasing decision. All the companies we putinto survey are currently using heavy equipment products to support their company operations. Then we also put our suggestion based on our experiences on how to manage allingment among the division will not jepardizing each others and even to work each pther synergize to grow United Tractor businesses.



Reseach Location : PT United Tractor, Tbk

Confidential until 2014