STUDI TENTANG AKTIVITAS, MINAT, DAN OPINI PADA PENGGUNA MOBIL “HATCH BACK 4 X 2” SEBAGAI BAHAN PENGEMBANGAN STRATEGY PEMASARAN TOYOTA YARIS

• Main Author: IBRAHIM SALEH ASKA (NIM : 29105336) ; Pembimbing : Drs. Herry Hudrasyah MA, DIMAS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18321
• Institution: Institut Teknologi Bandung

Indonesian Automotive market has emerge rapidly recently, and one of the biggest player in Indonesian automotive industries is Toyota-Astra Motor of Toyota Brand Holder. One of the biggest selling automotif brand in Indonesia and global.One of the most rapid emerge market is mini MPV market. Three biggest and stronger player in Mini MPV segment is Toyota Yaris, Honda Jazz and Suzuki Swift. <br /> <br /> <br /> <br /> <br /> This market segment has become one of the most potential markets in Indonesia outside of MPV market as the biggest market. And it has reached almost the same amount compared to either sedan or SUV. Every company is trying to be the market holder of this market segment.Targeted segment from this market is customer with age between 18 to 25 years, a quite unique target segment customer which consist of young generation behavior and economic level that quite strong to buy a car.A fitted and accurate marketing strategy absolutely needed in order to win the competition. And thus a study needs to be done in order to research this unique potential segment to develop a good marketing strategy to win the competition.A qualitative research program will be used in this study in order to well covered the item and result needed.