PROPOSED MARKETING STRATEGY FOR INCREASING SALES OF KIRLOSKAR GENERATOR SET
Indonesia is a developing country is that there are still many infrastructures development.in Jokowi era as president of Indonesia, he has a lot of plan of construction such as toll road, new road, airport, port and railway. The construction focus is to raise an Indonesia’s economic. Moreover, th...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/25797 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia is a developing country is that there are still many infrastructures development.in Jokowi era as president of Indonesia, he has a lot of plan of construction such as toll road, new road, airport, port and railway. The construction focus is to raise an Indonesia’s economic. Moreover, the other industry in Indonesia still growth such as information and communication, finance, construction, and etc. This is an opportunity for construction company and heavy equipment company. <br />
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PT Bina Pertiwi is authorized dealer of heavy equipment and entered the market in 1976. In the beginning PT Bina Pertiwi only has Kubota product with a 4 wheel tractor to enter an agriculture industry. In 1985 PT Bina Pertiwi joined with PT United Tractor which is authorized distributors of Komatsu. On 2013 PT Bina Pertiwi become authorized dealer of Kirloskar Generator Set, however after three years 2014 to 2016 the sales of Kirloskar Generator Set are not significant increase. Whereas, all of industry in Indonesia needs generator set to back up their electricity. Key role to compete in industry is marketing. In response to that statement, this research was conducted in order to assist the company formulate the marketing strategy to increase Kirloskar sales. <br />
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In this research will use quantitative methodology by distribute a Questionnaire to customer who havemore than five units of Kirloskar product. Then the researcher uses those data to analyze consumer, internal environment, and external environment. <br />
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After doing the analysis and got the result from a questionnaire, the researcher formulated the strategies as solution for the company problem. Marketing strategies which are formulated is enter the government market, market penetration, increase stock of unit and spare part, increase skill of mechanic, and some new promotion. It is expected that the company could finish their implementation for eight months. <br />
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