MARKETING STRATEGY FOR PULITO SCOOTER WORKSHOP

• Main Author: PRABASWORO SAMUDRA (NIM 29115531), RASHIF
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30233
• Institution: Institut Teknologi Bandung

Pulito Jakarta is a small business enterprise engaged on the service of washing, restoration, and reparation of motorbike specify in Vespa brand. Officially open in May 2017 at Pondok Kelapa Raya Jakarta Timur. Before it finally became Pulito Jakarta, there was once Aldiash Wash which run as a washing and restoration service for motorbike too. But after 3 years running, Aldiash Wash closed and replaced with a brand new name called Pulito Jakarta. <br /> <br /> During the running of pulito jakarta, They found that there are some problems on their business, one of them was Marketing. Data from interview conducted, found that customers that came to pulito jakarta are mostly their loyal customers, there is no addition in terms of quantity of new customers, It also can be seen from their one of promotional media ( instagram), the number of followers seems to be in the stagnancy. <br /> <br /> The research of this paper use qualitative (Interview) and quantitative (Questionnaire) approach, for the Internal Analysis author use STP Analysis and Marketing Mix, while External analysis use PEST Analysis, Porter 5 Forces, and Competitor Analysis. Further analysis formulated within the strategy using TOWS Matrix tools, IFE Matrix, which accumulated with Marketing Mix. <br /> <br /> Based in the analysis author formulates 15 different strategies based on marketing mix. In hope that those strategise can help Pulito Jakarta to increase their brand awareness and eventually boost their sales.