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MENINGKATKAN KEPUASAN PELANGGAN DENGAN APLIKASI SUPPLY CHAIN (REVERSE) DI ASTRA HONDA MOTOR

MENINGKATKAN KEPUASAN PELANGGAN DENGAN APLIKASI SUPPLY CHAIN (REVERSE) di ASTRA HONDA MOTOR

Seminar Kiat Memangkas Biaya Operasional dan Memelihara Pelanggan dengan Meng-Update dan Meng-Upgrade solusi SCM Warta Ekonomi Hotel Borobudur Jakarta - Indonesia June, 10th 2009 Karsono karsono@astra-honda.com

Presentation Outline:
3. Introduction PT Astra Honda Motor 4. Motorcycle Industry Situation 5 Supply Chain Management 6 Customer Satisfaction 7 Q&A

Company Profile
Company Business Founded PT Astra Honda Motor Manufacturer & Sole Distributor of Honda Motorcycle and Genuine PT Federal Motor 1971 as Parts in Indonesia

Joint Venture 2001 as PT Astra Honda Motor Shareholders PT Astra International Tbk.   Associates Production Capacity 13,000 3,000,000 Unit/Year 50 %

Honda Motor Co. Ltd. Japan 50 %

AHM Supply Chain
> 200 Suppliers and Sub-contractors

PT Astra Honda Motor 3 Plant and working facilities at 6 different Locations around Jakarta, produces > 10,000 MC/day

> 3,000 Sales & Service Channel across the country

Location
Training Center-Sunter Plant 2 - Pegangsaan Part Center - T. Cakung Plant 3 - Cikarang

Plant 1 - Sunter

Jakarta

DMD - Pulogadung

5

HONDA SITUATION
ESTIMATED CY 2008
MOTORCYCLES : 15,12 MILLION UNITS (UP 15 % FROM 2007) AUTOMOBILES : 3,77 MILLION UNITS ( 100 % OF 2007) POWER PRODUCTS : 5,67 MILLION UNITS (DOWN 7 % FROM 2007) Even in the growing motorcycle market in emerging countries in Asia & South America, Overall Motorcycle sales experienced a slowdown in the latter half of the year due to the impact of the credit crunch. Automobile : The situation is worsening every day in all region ; and in the US overall market declined quickly after the financial crisis. Motorcycles will support Honda in the difficult business environment

Motorcycle market potential
Survey: What is the growth rate (pa) of motorcycle market next 3 years?

"26 - 30% growth" 7% "21 - 25% growth" 14% "6 - 10% growth" 14%

• • • • •

"16 - 20% growth" 14%

"11 - 15% growth" 50%

Source: UBS
Motorcycle penetration (population per 1 motorcycle)
Taiwan Malaysia Thailand Vietnam Indonesia Cambodia India China 0 5 10 15 20 25

Consensus from respondents: “11-15% growth pa” Large replacement demand Increased proportion of younger buyers (impulse buyers) Motorcycle a necessity, not a luxury need Huge growth potential in outside Java

Source: AISI

7

Market share of motorcycle players in 2007
Suzuki 13% Others 2%

Overview of motorcycle competition
• •
Honda 46%

• •

Yamaha 39%

Honda a #1 player Yamaha gained MS significantly last 3 years Entry of Indian players (Bajaj dan TVS) in 2H07 How will competitive dynamics change next three years?

Sumber: AISI
Market share trend in 2000-07
70% 60% 50% 40% 30% 20% 10% 0% 00 Honda 01 02 03 Yamaha 04 05 Suzuki 06 07 Others

Sumber: AISI

8

Which brand will be #1?
Survey: Which brand will be #1 next three years?
Yamaha 17%




Honda 83%

Honda, according to survey, would remain #1, thanks to strong brand image Notes: – – – Aggressive launches of new attractive models (design) Strong marketing campaign Adapt to change in consumer taste/behaviour

Source: UBS
Market share forecast
Suzuki 10% Indian 3% Others 2%



Indian brands takes at least three years to create high quality perception and good after sale service

Honda 45% Yamaha 40%

Source: UBS

9

Presentation Outline:
3. Introduction PT Astra Honda Motor 4. Motorcycle Industry Situation • • • Supply Chain Management Customer Satisfaction Q&A

AHM SUPPLY CHAIN
VENDOR AHM MAIN DEALER DEALER CUSTOMER

200

29

2400

Supply Chain Management (SCM) :
Supply Chain adalah aliran proses aktivitas operasional yang memberikan nilai tambah terhadap produk. Aktivitas-aktivitas tersebut mencakup aliran informasi maupun aliran...
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