PROPOSED MARKETING STRATEGY FOR AUTOBACS IN BANDUNG

• Main Author: Prajna Tojid, Alvin
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36692
• Institution: Institut Teknologi Bandung

For an investor the change that happened in economic and non-economic factor will determine what will they do, especially in Indonesia. The change in the factor will also affect the risk in the business that make investor will hold bigger responsibility. Despite of that every business need a capital investment in running their business, the investment in a short-run or long-run will also affect the sustainability of the organization. One of today's growing business is automotive lifestyle and modification. Society has a high enthusiast when the Autobacs opened in the city of Bandung. This is seen from the high sales in the first 6 months. But, entering October 2016, Autobacs sales decreased monthly. The business solution created in this research using Ansoff Matrix to determine the strategies and also Hambrick’s Diamond strategy to utilize the strategy. Proposed Business Model Canvas presented as the foundation to run the appropriate strategy in this research. Based on the analyzation researcher conclude that Autobacs Indonesia still had a lot of opportunity to capture while still using what currently Autobacs Indonesia had at the moment. The implementation plan had been suggested on the previous chapter that divided into three third semester. Researcher suggest four strategies to be implemented by Autobacs Indonesia. The proposed strategy is a one year implementation of the strategy because as mentioned inside this research that Autobacs Indonesia should use what they already have to offer but more aggresive in the marketing and promotion activity.