PROPOSED MARKETING STRATEGY FOR ENGAGING HONDA MOTORCYCLE CUSTOMER A CASE STUDY AT PT. DAYA ADICIPTA MUSTIKA

• Main Author: SIHAR SIANIPAR (NIM : 29110350); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, Msc, WILLY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19671
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> <br /> Through years, motorcycle industry has grown significantly in Indonesia. The development of the motorcycle industry is highly driven by customers&#8223; needs in stable, convenient, fast, and affordable transportation that is beyond the government&#8223;s ability to provide. PT.Daya Adicipta Mustika (PT.DAM) as Honda West Java Main Dealer and also the biggest Honda Main Dealer in Indonesia has problem like growth of Yamaha sales in first bike user category is higher than Honda in last 2 years and there are user-switching of motorcycle purchase in additional and replacement motorcycles by Honda customer. <br /> <br /> <br /> To explore the issues, one must consider the external and internal environments analysis. In order to explore the customer&#8223;s needs and customer insights, market, and Honda performance in West Java annually, PT. AHM and PT.DAM collaborate to conduct a survey called Project Bike in the last three year, which is start from 2010, 2011 and the recent is 2012. This questionnaire totaled 10 questions with an average of 500 respondents for all motorcycle brands and performed in almost every area in West Java. The result of this survey is processed only until the descriptive phase and not be tested using statistic method as the purposes of this survey do not require a statistical test for data processing. <br /> <br /> <br /> Based on the analyses, there are root problems faced by PT DAM in solving both issues, namely the level of Honda channel promotion is lower than Yamaha, Sponsorship of PT.DAM does not affect much for Honda sales in West Java, Low quality or validation of customer database, Honda market share in sport middle segment is lower than Yamaha, and last is low favorable in product design and economical fuel technology. To solve the problems above the proposed solution are building connected brands, increase the impact of sponsorship, increase the usage and quality of customer data base, increase the Honda sport motorcycle market share and last give recommendation for product design to AHM and reinforcement the economical fuel technology campaign. <br /> <br /> <br /> To execute the implementation plan of the proposed solutions for Honda motorcycle, PT. DAM specifically will do the business solutions for one-year plan which starts in January 2014. For every strategic plan, the budget must fit their maximum cost ration and also aim at fulfilling the company goals. Furthermore future research is required to evaluate the impact of sponsorship after the recommendation plan done by PT. DAM and get deeper data of the competitor for comparison also the impact of the consulting company for considering the cost of PT.DAM <br /> <br /> <br /> Keywords : Honda, PT.DAM, Project Bike, Motorcycle, market share.