A Conceptual Framework for Innovation Product and Marketing Strategy at Precast Construction Company in Indonesia to Increase Competitiveness Using SWOT and Neural Network Model

Abstract

The competitiveness of national infrastructure is influenced by the strength of the precast concrete industry, leading to the need for its productivity to be boosted. Although many interminable challenges have been unfolding, the domestic precast concrete companies are presently attempting to penetrate the foreign markets through thorough preparation, specifically in organizational competitiveness. This is due to their potential competition with a wider market, compared to the domestic. The number of foreign construction companies, specifically precast concrete services, also continues to grow in the Indonesian domestic market and largely occupy business fields, due to the low competitiveness of local organizations, which has been identified as a future potential threat. Therefore, this study aims to analyze the competitiveness of local companies in the Indonesian domestic market. This needs to be highly evaluated as well as importantly and carefully planned to avoid low organizational competitive levels. A qualitative method was used with SWOT analysis and neural network mapping, which were supported by previous literature. The results show that precast products and marketing strategies should be able to have long-term planning in achieving market size, for the minimization of external threats.