There are many primary energy resources in Indonesia. One of them is coal. In coal mining sector, most of it is for export. In the same time, global energy consumption in coal has decreased in a few past years. Due to this condition, coal mining and heavy equipment industry in Indonesia becomes a tough industry. This research aims to understand strategic initiatives of an Indonesia’s coal mining and heavy equipment company. A case study research is conducted by reviewing secondary data from PT United Tractors Tbk. PT United Tractors Tbk overcome the challenge by implementing diversification strategies of David’s alternatives strategies. It gives positive impacts on the financial of the company.

Keywords
Coal Mining, Heavy Equipment, David’s Alternatives Strategies, Diversification