CREATE MARKET PENETRATION OF FIN KOMODO FOR SUSTAINABILITY

• Main Author: KARISMA PUTRA/ 29116099, AVIANTARA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25945
• Institution: Institut Teknologi Bandung

Automotive Industries since many decades, one of the key drivers for economic growth and technological development in developing and developed countries, bridging many related industries. Sales number data that come from GAIKINDO (Gabungan Industri Kendaraan Bermotor Indonesia) are increasing for every years. Indonesia with most populated country in ASEAN still had rural or remote areas where the infrastructure are very inadequate for vehicle that already exist from current automotive factory. PT.FIN KOMODO TEKNOLOGI is a is a national private company that engaged in engineering and technology that had experience in the field of design and analysis of aircraft, automotive, simulator, and integration of automation systems. FIN KOMODO is a vehicle that can walks in every uneven terrain and other non infrastructure situation without any dificulties to operates the vehicle. The product are facing big problem where FIN KOMODO position right now are in stagnant number of sales comparing to sales number from GAIKINDO and still not well known by most Indonesian People. This research will breakdown into two area Internal and External analysis for finding the root cause of the problem and using Marketing Mix for the internal situation in the company and PESTEL Method for external situation for find out Root Cause using SWOT analysis. Research found out that the Company still lack of Business Model in Marketing Strategy considering the company still on Small Medium Entreprises Level. TOWS Matrix are the strategy formulation for creating the option of alternative solution that will be implemented in the future, and the business model canvas are the method to describe what will company should do from the research decision and when will company do the suggested strategy based on the research.