PROPOSE MARKETING STRATEGY FOR PT. BERCA MANDIRI PERKASA TO INCREASE MATERIAL HANDLING PRODUCT SALES IN BATAM BRANCH

• Main Author: Kania Paradita Herdiman-29115423, Dyta
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26818
• Institution: Institut Teknologi Bandung

PT. Berca Mandiri Perkasa (PT. BMP) is one of the largest distributor companies for industrial tools. Forklift is the main product that is marketed by PT. BMP with Mitsubishi and Nichiyu brands. This company has many branches and depots spread throughout Indonesia. Along with the increasing growth of the manufacturing industry in Indonesia, it also increased the number of sales of PT. BMP. In addition, overall sales of PT. BMP are increased but Batam branch office not reach annual target. <br /> <br /> The research framework, methodology and referring to research question, to describe the current business situation this research will analyze external and internal situation of Batam branch office. In propose business solution use SWOT Analysis, root cause analysis and new marketing strategy STP and marketing mix-6Ps. There are several causes such as second product from Singapore is very cheaper, the number of competitors, human resources performance, price and promotion strategy. PT. BMP should be able to solve this problem by applying the right marketing strategy to be able to increase sales. <br /> <br /> Based on the problems faced by the Batam branch, proposed new positioning and new marketing mix-6Ps, such as provide selective package that suits customer’s needs, organizing exhibition, visit customers one by one with more intensively, Special administration selling process Free Trade Zone (FTZ), Batam branch office and Head Office’s documents process in parallel, periodically training for sales person about product knowledge, marketing and sales skills. <br /> <br /> This research obtains implementation plan include timeline of the activity. The results of this research expected to provide solutions to problems encountered and can be apply to the marketing strategy in Batam branch office. <br />