ANALYSIS AND RECOMMENDATION FOR IMPROVEMENT OF THE PROMOTION TOOLS TO INCREASE THE SALES OF TYPE “AB” CAR: CASE OF PT REJEKI MOTOR

• Main Author: Sri Redjeki, Wahju
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35589
• Institution: Institut Teknologi Bandung

PT Rejeki Motor (RM) is the biggest automotive company in Indonesia which focus on manufacturing activities and is a subsidiary of Japan Automotive Corporation (JAC) based in Japan. Besides being a manufacturer, the company also plays a role as an exporter of products and parts for JAC products, while for brand holders, importers and products distributors are undertaken by PT Indonesia Automotive Corporation (IAC). According to the company’s vision and mission, the company has a commitment to developing the best manufacturing operation to deliver world-class products effortlessly fitting the market requirement in every country and contributing to Indonesia development. In addition, to helping people and goods simply move from one place to another through continuous development in technology, products, and services of the automotive industry. In realizing this, RM is supported by sophisticated technology and quality human resources, so that it can fulfill consumers' desires for the needs of a vehicle that appropriate their preferences. However, the likelihood problem comes up as of the potential migration of buyers from the current generation to the next decade generation that had an impact on behavioral changes in buying a vehicle. As a consequence, in order to maintain competitiveness, the company needs to identify all factors that influence customer decisions in purchasing vehicles in the future. In conducting strategy formulation, situation analysis is done by collecting primary and secondary data and then analyzing using PESTEL analysis, Porter five forces analysis, segmentation targeting and positioning, and 4Ps marketing analysis. The next stage is to determine the company's SWOT and can be resolved using the TOWS approach to formulate the strategy. Summarily, it can be said that future customers will need vehicles that can support their activities, but good in comfort, have good economic value, having had green concepts such as saving energy. In addition, another thing that is inseparable and equally important is to remain consistent in supporting activities such as after-sales services, they require ease, simplicity and fast service. While for promotional activities, more information will be considered on the internet.