Improvement Strategy for Tractor Products Market Share through Customers’ Database Development (A Case Study at PT. XYZ)

Abstrak

This study aims to increase the market share of tractor products at PT XYZ, a tractor manufacturing company in Indonesia, through the development and refinement of its customer database. The database improvement process involved systematic updating, reorganization, and validation of customer information, with the analysis focused specifically on customers of Kubota tractor products. Currently, the database system within the Market Research Division (Group III) relies heavily on Excel files and manual data entry due to the absence of an automated or online-based database platform. Such limitations hinder the effectiveness of marketing strategy development, underscoring the need for a more structured and updated customer information system. Following the database enhancement, several notable changes were observed, including an increase in recorded customers from 34 to 52, an updated and consolidated customer profile classification from 20 profiles to 11, and the identification of customer project prospects, which previously were undocumented, resulting in 61 potential customer companies. These findings demonstrate that database restructuring can significantly improve customer mapping and provide a more reliable foundation for strategic marketing decisions.