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Purpose – The purpose of this paper is, through competitor analysis, to help PT. Isra Presisi Indonesia devise strategies to enter new, non-automotive markets. Design/methodology/approach – Business coaching, gathering competitors’ information through online research and by conducting a series of semi-structured interviews with competitors and their customers to gauge competitors’ strengths and weaknesses. The results from the interviews were analyzed using qualitative descriptive methods. Findings – The findings show that PT. Isra Presisi Indonesia can enter more than one non-automotive market, but it would have to implement all of the strategies devised in this paper because identified competitors are already very well established. To succeed, PT. Isra Presisi Indonesia must be at least on a par with competitors when entering new markets. Research limitations/implications – The limitation of this paper is that it can only be used by a B2B company similar to PT. Isra Presisi Indonesia and the list of the competitors in this document is in no way complete. Originality/value – The paper adds to the literature of competitor analysis in B2B (business-to-business) Small-Medium Enterprises (SMEs) in Indonesia.

Strategic Development Through Competitor Analysis of PT. Isra Presisi Indonesia’s Case for Entering the Non-automotive Market