작성일자: 2013.5.3

작성자: 자카르타 무역관 Yoon Yeo Pil(kotrayoon@kotra.or.kr), Ruth Duhita(ruth@kotra.or.id)

1. Demand Trend

 ○ According to conversation with the experts, the market of air compressor in Indonesia is quite good. The demand trend is slightly increasing year by year.

 ○ Major demand of air compressor is fulfilled by import. According to Indonesian Statistic, the import of Air Compressor in 2012 reached US$ 785,377,526. This is increased 0.41% from 2011 that its import value reached US$ 702,617,958. The exporter country is majority from China and Japan.

 ○ Indonesia is not only imports the air compressor, but also imports its parts. Then, the parts are assembled in Indonesia. By this strategy, the products can be sold by lower price.

 ○ The competition in the market of air compressor is very tight. Approximately there are more than 50 brands of air compressor in Indonesia.

2. Import Trend

Import Value (US$)

Origin Countries

3. Competition Trend

□ Local Production

 ○ PT Sharprindo Dinamika Prima

  - PT Sharprindo Dinamika Prima is a leader in industrial of air compressor in Indonesia. The company is established in 1984 and located in Tangerang (Jl. Industri Raya Block A No. 6, Zona Industri Keroncong Jati Uwung Tangerang 15313).

  - Until now, the company is the only manufacturer of piston air compressor in Indonesia. Their air compressor brand is Shark, which is under license from Taiwan.

  - The company has managed to control nearly 50% of market share in the market of piston air compressor. The company also has received the certificate ISO 9001:2008 from SGS accreditation bodies through URS.

  - Their product is the Air Compressor:

   · LOW PRESSURE (8 BAR)

   · MEDIUM PRESSURE (12 BARS)

   · HIGH PRESSURE (30 BARS)

   · BOOSTER COMPRESSOR (45 BAR)

   · SCREW COMPRESSOR (15 HP - 400 HP)

Product of PT Sharprindo Dinamika Prima

□ Import Product

 ○ There are around 40-60 brands of imported air compressor in Indonesia. Majority are imported from China. These Chinese products are usually sold by retail companies which is its market share is still small in Indonesia.

 ○ In the bigger market share, there are 10 brands that are dominated the market some of them are Atlas Copco, Ingersoll Rand, Ecoair, Gardner Denver, Kaeser, Boge, Sullair, Hitachi, Hydrovane, and Kobelco. These brands dominate the market because of already established in Indonesia since long time ago and having larger distribution channel.

 ○ European and American brands are perceived as high quality and quite expensive products, while Asian brands are having lower price, hence affordable for Indonesian consumer.

 ○ However, now, the price of European brands products are also affordable for Indonesian consumers. There are many European brands are produced in China. By this strategy, hence their price could be lower.

 ○ In the market, actually, there are some Korean brands. Unfortunately, the brands are not so popular to the consumers. As information from the experts, said that lack of promotion of Korean brands is the major factor.