The main topic of the study is to measure the effect of external key factors movement on companies retail sales performance as part of external analysis. External analysis is very important to maintain the companys success. PT. Mercedes-Benz Distribution Indonesia, as one of the players in automotive industry, is the market leader in premium car market segment. It has the highest retail sales volume and control around 60% of market share in premium car market. But, the retail sales growth in 2011 is very small and drop significantly from previous year. Market share for Mercedes-Benz also keeps shrink since 2010. Its retail sales growth rate is below the premium car market growth rate. Therefore, strong external analysis is hopefully the solution to assist the company to retain the leader position in premium car segment.


Supervisor: Osriman Oesman