Marketing Strategy for Online Condition Monitoring (Case Study: Nanoprecise Machine Doctor)

Abstract

Today’s industry is facing ever-increasing competition. To stay competitive, a company needs to maintain the high reliability and productivity of its assets. Companies must invest in maintenance programs to prevent unplanned downtime and reach their optimal reliability. Predictive maintenance or condition-based maintenance is an important aspect of a maintenance program to maintain asset reliability. One emerging predictive maintenance tool, fueled by digital disruption, is online condition monitoring. Online condition monitoring provides diagnostics with shorter intervals than walking survey analysis with portable analyzers, allowing it to diagnose faults not detectable by other condition monitoring methods. Adikari Wisesa Indonesia, a firm specializing in maintenance services, has partnered with Nanoprecise Sci Corp and is the sole distributor of Machine Doctor sensors in Indonesia to enhance its maintenance service. However, the sales of Machine Doctor were suboptimal. This study aims to identify the business issue, provide analysis, and propose a solution to the business issue. The market is analyzed using the STP framework. Then, the general environment (PESTEL), industry environment (Five Forces), and competitor analysis are performed to better understand the external environment Adikari Wisesa is currently in. After analyzing the external environment, the internal environment of Adikari Wisesa is studied by using a Resource-Based View, VRIO, and Value Chain Analysis. Then, a SWOT analysis is performed summarizing the business situation of the company. A business solution is then proposed based on a TOWS matrix.