A STUDY OF DOMINANT FACTORS TOWARD SANY EXCAVATOR LOCALIZATION IN CASE OF PT.SANY INDONESIA MACHINERY

Abstract

The main objective of this study is to find the dominant factors toward SANY excavator localization development regarding to customers’ opinion, to find out how they think about SANY product localization. For such a big company like SANY, it is very successful in the Chinese, but how to successful in Indonesia is quite a important issue for the management, and making such a study will be helpful and meaningful. Doing such a study, the company customers will definitely be the focus. The researcher needs to find out their real thoughts, and find out the market situation from the company data, which is secondary data. The research covered the customers, and also the company. For this study, the researcher uses quantitative method with weighted mean to find out the dominated factors from the five listed factors. Through this study, the researcher had find out the language localization and manufacture localization factors are the main influenced factors among five factors, which are language localization, culture localization, product localization, manufacture localization, after-sale service localization. Therefore, the measures that are recommended to do are organizing the employees to learn Bahasa Indonesia, at least very basic communication, and to master the basic communication custom with Indonesia clients.