ANALISIS STRATEGI PEMASARAN DEALER OTOMOTIF DALAM MEMENANGKAN PERSAINGAN DI MASA KRISIS: Studi kasus PT. Metro Tiga Berlian Motors, Jakarta

• Main Author: Fathiya, Peggy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/1522
• Institution: Institut Teknologi Bandung

Starting in the middle of 1997, some Asia countries are facing crisis, including Indonesia. Its cause great changes in all economic sectors, including automotive industry. Crisis is not only a threaten for businessman, but also is a chance to win the competition in the future. PT. MTB\'s aim is to increase the satisfaction of its customers and to maintain customer\'s loyalty through the best quality service\'s system which is solid and complete. it is created by integration of strategic company\'s assets, i.e. resources and competendes through collective learning. With its collective learning, PT. MTB has created a resource and competency which is valuable, rare , costly to imitate and exploited by the organization. At last, it can create a value chain in customer\'s mind and stimulant competitive ahead. PT. MTB has chosen the right strategy to antidpate the crisis. The chosen market segment is unsaved segment i.e. customers group from foreign deputy countries and international boards in Indonesia. By pay attention to the characteristic of customer\'s target and supported by company\'s philosophy, therefore PT. MTh was placed its service as the best quality service and creating the automotive business world as a stage of \"technology and trust \". By implementing the strategy, tactic and company\'s value, PT. MTB still survive during the crisis and still doing its sales activities, profitable service, no termination for its employees and reduce the collection days.