Evaluation of OEM Prioritization to Support the Growth Strategy of PT. Sulzer Indonesia in the >400MW Steam Turbine Product Line

This study presents a comprehensive strategy for PT Sulzer Indonesia to expand its presence in the >400MW Steam Turbine market in Indonesia. Employing a mixed-method approach, the research combines qualitative interviews with six industry experts and quantitative Analytic Hierarchy Process (AHP) analysis to identify key success factors and prioritize Original Equipment Manufacturers (OEMs) for strategic marketing focus. The findings highlight the critical importance of market viability, particularly market accessibility, along with competitive advantages such as technological fit and strong engineering capabilities. The AHP analysis reveals Mitsubishi Hitachi Power Systems, Toshiba Energy Systems and Solutions, and GE Vernova as the top-ranked OEMs as potential focused market. A 12-month implementation plan is proposed, structured into six phases: preparation and assessment, planning and design, initial implementation, expansion, and refinement, further implementation, and evaluation and optimization. This plan emphasizes continuous learning, adaptability, and strategic alignment, drawing on established management theories and industry best practices. The study concludes that by focusing on these prioritized OEMs and following the proposed implementation plan, PT Sulzer Indonesia can effectively capitalize on the growing opportunities in the >400MW Steam Turbine market, leveraging its strengths while addressing challenges in resource alignment and market penetration. This research provides PT Sulzer Indonesia with a theoretically grounded and practically applicable roadmap for achieving sustainable growth and competitive advantage in this critical market segment.