Market Entry Strategy for Rotary Unit Business: A Case Study of PT Thyssenkrupp Polysius Indonesia

This study explores the rotary unit industry in the Indonesian market and formulates a market entry strategy for expanding into the market.It accomplishes this by examining internal and external factors, market conditions, and competition.It identifies a gap in the current strategy, which focuses on pricing, sales, and distribution.The study proposes an innovative method for entering new markets to address these issues by integrating ten strategy initiatives with the development of strategic resources that include components involving processes, personnel, infrastructure, and relationships for improving the price, sales, and distribution strategy in alignment with customer requirements, hence increasing customer value and optimizing the process to achieve price competitiveness, market expansion and consumer awareness.