MARKETING STRATEGY OF PVC MOTOR AT PT SRM

• Main Author: KURNIAWAN (NIM: 29107091); Pembimbing: Dr. Mustika Sufiati Purwanegara, Ir., MSc., RIDWAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17000
• Institution: Institut Teknologi Bandung

In the business world, there is always competition between one company and other company to win the biggest market share.To win this competition a company must have high competence, which is built by the precise business strategy, which means that this strategy must facilitate the company to reach its final goal, that is to win competition. Analysis on market situation and competitors become main factors in building company’s business strategy, which will also determine the future of the company. <br /> <br /> <br /> PVC, stands for Poly Vinyl Chloride, used as basic material for synthetic leather, so it is also used to mention synthetic leather. PVC is applied for covering motorcycle seat. Process production of PVC are sequently produced into mixing, coating, emboss, finishing, and final inspection. The high market oppotunity in selling PVC motor in Indonesia, can be observed from the growing motorcycle population in Indonesia. PT SRM’s capability in producing PVC can be used to enter the motorcycle market by selling PVC for motorcycle seat. Motorcycle <br /> <br /> <br /> market is divided into two groups, which are OEM market and after market. Problem arise when PT SRM enter PVC motor industry, the sales achievement was very low compared to the high PVC motor consumption for OEM market and after market. To capture root problems of low sales achievement of PVC motor PT SRM, some analysis can be done, such as industry analysis, internal and external company condition analysis, market analysis, and marketing strategy analysis. Root problems are bad perception of OEM's community, bad quality PVC product of PT SRM (in supplying to the current OEM's customer), few relations in OEM's community, not knowing big customers for PVC after market, and management’s policy not to sell PVC under Rp 19.000/meter. From the root problems, business solutions must be found so that these root problems can be overcome. The proposed solutions for OEM market are by giving the best service quality <br /> <br /> <br /> to build strong relationship as the base to use relationship marketing and finally to get strong networking in OEM’s community. Proposed solutions for the after market is to build customer data base because the after market business supply chain have not revealed, which will determine the next step for PT SRM in stepping forward. Implementation plan from those proposed solutions, are arranged in schedule form that covers the monitoring and controliing of those solutions human resource alocation needeed to execute those solutions.