PROPOSED MARKETING STRATEGY AT PT. ABC SALES OFFICE BANDUNG USING 3V’S MODEL

• Main Author: ARIE SIANDI (NIM: 29110316) Pembimbing: Ir. Evo S. Hariandja, MBA., HENDRY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18626
• Institution: Institut Teknologi Bandung

Automotive Industry growth in Indonesia is quite phenomenal. Unit of cars being sold are increasing each year. The growth of automotive industry becomes an opportunity for automotive replacement market. However competition in replacement market is believed to be more intense each year. Many players are interested to take part in this industry. When competition gets intense, customers are getting demanding because the availability of choices they have. Automotive replacement market’s customers are divided into two customers B2C and B2B customer. PT. ABC Bandung is a spare parts distribution company who serve automotive replacement market in Bandung Area. The company is subsidiaries of PT. XYZ Tbk. headed in Jakarta and has centralization chain of command. On August 12, 2011, for the fifth consecutive time since 2007, “X” battery was awarded as “Top Brand 2011” under the category motor vehicle battery. Contrast, after doing several internal interviews with company’s people, it is found that the award of “Top Brand 2011” is not followed by its sales growth and has impacted into performance of PT. ABC Sales Office Bandung. Three values method is the right method to find out customer’s need and lead to creation of STP. Better STP is guidance for company to build their marketing mix. Result shows that components perceived to be important by customers are promotion, product, physical evidence, people, process, price, and place. Result will alert company that besides quality of product, there are several things to be considerate. Promotion and process are something critical for B2B customer that they demand consistent promotion and better delivery process. It is a proved that automotive replacement market is changing from product focus to customer focus. Marketing strategy conduct by PT. ABC Bandung is created after knowing their customers needs first. Marketing Mix program is suggested to focus on promotion, physical evidence, and process. Those components are important but customers find company hasn’t performed well in these areas. Rigidities in doing business are something that company has to avoid while serving B2B and B2C customers.