ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN DEALER HONDA PT. ARI RIZKY MANDIRI BINUANG

YULINDA, YULINDA (2021) ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN DEALER HONDA PT. ARI RIZKY MANDIRI BINUANG. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk mengetahui indikator internal dan eksternal strategi pemasaran PT. Ari Rizky Mandiri Binuang dan memahami strategi pemasaran yang akan diterapkan pada PT. Ari Rizky Mandiri Binuang dapat mengembangkan bisnis jasa Anda. Analisis data yang digunakan dalam penelitian ini adalah metode kuantitatif analisis SWOT. Data SWOT kualitatif dapat dikembangkan secara kuantitatif melalui analisis dan perhitungan SWOT untuk memahami secara akurat lokasi organisasi yang sebenarnya. Hasil penelitian ini dapat menarik kesimpulan tentang strategi pemasaran yang diterapkan PT. Ari Rizky Mandiri Binuang sejauh ini belum maksimal. Terlihat dari penurunan penjualan sepeda motor Honda dari 2018 hingga 2020 hingga 327. Diantaranya, strategi pemasaran 7P meliputi produk, harga, lokasi, promosi, staf. , proses dan PT. Bukti fisik. Ari Rizky Mandiri Binuang tidak mengoptimalkan atau memaksimalkan faktor internal dan eksternal untuk meningkatkan penjualan Honda. Berdasarkan analisis SWOT, PT. Strategi pemasaran yang harus diterapkan Ari Rizky Mandiri Binuang untuk meningkatkan penjualan Honda adalah dengan mendukung kebijakan pertumbuhan aktif (growth oriented strategy), yang meliputi (1) meningkatkan kualitas dan kualitas produk, (2) menjaga suku cadang asli, bengkel dan Honda. . sepeda motor, biaya servis, garansi dan servis berkala gratis, dan (3) memperkuat citra di masyarakat. This research was conducted to determine the internal and external indicators of marketing strategy at PT. Ari Rizky Mandiri Binuang as well as knowing the marketing strategy that should be applied to PT. Ari Rizky Mandiri Binuang to be able to develop his service business business. Data analysis used in this study is a quantitative approach to SWOT analysis. Qualitative SWOT data can be developed quantitatively through SWOT analysis calculations in order to know for sure the real position of the organization. The results of this study can be concluded that the marketing strategy carried out by PT. Ari Rizky Mandiri Binuang so far has not been maximized, it can be seen from the decline in Honda motorcycle sales in 2018-2020 as many as 327 units, where the 7 P marketing strategy includes product, price, place, promotion, people, process and physical evidence carried out by PT. Ari Rizky Mandiri Binuang did not optimize and maximize his internal and external factors in increasing Honda sales. Based on the SWOT analysis, PT. Ari Rizky Mandiri Binuang, the marketing strategy that should be implemented to increase Honda sales is to support an aggressive growth policy (growth oriented strategy) including (1) improving product quality and quality, (2) maintaining original spare parts owned by , the size of the workshop, service rates Honda motorcycles, periodic free warranty and service and (3) strengthening the image in the community.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: SWOT, Strategi Pemasaran SWOT, Marketing Strategy
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HE Transportation and Communications
H Social Sciences > HN Social history and conditions. Social problems. Social reform
H Social Sciences > HT Communities. Classes. Races
H Social Sciences > HX Socialism. Communism. Anarchism
Depositing User: Yulinda
Date Deposited: 28 Sep 2021 03:07
Last Modified: 28 Sep 2021 03:07
URI: http://eprints.uniska-bjm.ac.id/id/eprint/7683

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