Analysis of PT Zoomlion Indonesia's Differentiation Strategy in Heavy Equipment Sales in the Construction Sector

Abstract

This research is motivated by government policies that open the door in the era of market globalization and increasing interdependence between economic actors. This requires companies to redesign and modify competitive strategies. By applying the concept of product differentiation, the company seeks to introduce new features to the products being marketed. The aim is to create a clear differentiating element between the company's products and competitors' products, thereby increasing the product's attractiveness in the eyes of consumers and strengthening the company's position in the market. This research uses a qualitative descriptive method, with data collection techniques through interviews, observation and documentation. The research results show that the product differentiation concept implemented by PT Zoomlion Indonesia Heavy Industry is quite effective with differentiating methods in opening markets in the heavy equipment industry in Indonesia. This is shown by the satisfaction of consumers or potential consumers in getting to know or interacting with the Zoomlion Brand compared to other brands