MARKET ENTRY ANALYSIS UNTUK ROBOT REHABILITASI PASIEN PASCA STROKE HERRO

BERTY DWI RAHMAWATI, Dr. Eng Herianto, ST., M.Eng

2017 | Tesis | S2 Teknik Industri

Tren jumlah penderita stroke di Indonesia meningkat dari 8.3 persen pada tahun 2007 menjadi 12.1 persen tahun 2013. Tim Center of Rehabilitation Robot and Assistive Technology UGM telah mengembangkan robot rehabilitasi berbasis teknologi beberapa tahun terakhir untuk anggota gerak bagian atas, anggota gerak bagian bawah, jari jemari, pergelangan tangan dan juga pergelangan kaki. Jumlah kebutuhan terhadap alat kesehatan belum sebanding dengan fasilitas yang ada karena sebesar 90 persen alat kesehatan yang beredar merupakan impor serta mahal. Tujuan penelitian ini memberikan analisis dan identifikasi kesempatan pasar agar robot rehabilitasi pasien pasca stroke dapat sukses ketika melakukan peluncuran serta penetrasi di pasar Indonesia. Penelitian ini menggunakan metode market opportunity analysis dengan framework Woodruff and Gardial yang terbagi menjadi 5 fase analisis yakni environmental analysis, market definition analysis, customer competitor and supplier analysis, market demand forecasting, serta evaluation of market opportunity. Hasil dari penelitian ini adalah list of issue yang berupa issue penguatan dan pelemahan pasar alat kesehatan di Indonesia untuk fase satu, terbentuknya dua cluster segmentasi dalam fase 2, profiling customer yang terbagi menjadi beberapa kelompok yakni kelompok fisioterapis serta dokter dan kelompok pasien pasca stroke, hasil profiling competitor antara lain PT BT dan PT ID, serta profiling supplier. Supplier kelompok badan robot terpilih PT A, kelompok perangkat elektrik adalah PT E serta toko komponen bebas di DIY untuk kelompok komponen pendukung. Forecast demand pada fase 4 menghasilkan perkiraan permintaan sebesar 8 produk perbulan. Fase 5 menghasilkan analisis internal dan eksternal robot HERRO dan terpilih strategi aggresive pada space matrix nya.

Trend in increased number of Indonesia stroke patients were moving from 8,3 percent to 12,1 percent in 2013. UGM's Center of Rehabilitation Robot and Assistive Technology team has developed technology-based rehabilitation robots for post-stroke patients in recent years for several human body part such as upper limb members, lower limbs, fingers, wrists and ankles as well. Based on ministry of health, there is an imbalance between the need of medical equipment and the existing facilities because 90 percent of the equipment were imported from other countries. The purpose of this study is to provide analysis and comprehensive identification in market opportunity so that the rehabilitation robot can perform a great launching and market penetration in Indonesia. As for the methods used in this research is market opportunity analysis with a framework proposed by Woodruff and Gardial which explained in 5 following phase analysis; environmental analysis, market definition analysis, customer competitor and supplier analysis, market demand forecasting, and evaluation of market opportunity. The result of this study explained in 5 phase of MOA Framework. Phase one generate some list of issue, both issues are drivers and threats. Phase two produce 2 segmentation cluster. Phase three generate profiling customer which are divided into physiotherapist/doctor group and post stroke patient group, competitor for HERRO are PT BD and PT ID, and profiling supplier. PT A choosen as a supplier for robot body, PT E choosen as a supplier for electrical device and DIY componen market for the support group. Phase four of the analysis resulting 8 product/month as a forecast demand. The last phase generate internal and external analysis from the product and pick aggresive strategy from the space matrix.

Kata Kunci : Market opportunity analysis, Post Stroke Rehabilitation Robot, HERRO, Stroke.