PROPOSED MARKETING STRATGEY TO MB AUTO CAR

• Main Author: Suhail, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42660
• Institution: Institut Teknologi Bandung

Indonesia is one of the most lucrative market for automotive in the world. It offers more than 260 million Indonesians inhabit throughout the archipelago. In addition more than 140 million people will be in middle & affluent consumer class in 2020. Indonesia has been experiencing a growing demand of used cars over the last couple years. This seemingly promising opportunity for its players. However, a small sized used car dealer, MB Auto Car had underperformed for the last 2 consecutive years. It experienced slow growth of sales & margin. From the case mentioned before, this study was designed & undertaken with three objectives. First, to analyze internal & external factors impacting to dealer business. Second, to understand the root cause of dealer sales & margin slow growth in the last 2 years. Third, proposed winning strategy. From external & internal point of view, author has pointed that although market is promissing yet the competition is highly intense. Large number of competitor selling the same products faced with lack of competitiveness are things that hinder the growth. Therefore competitive strategy need to be formulated & implemented. Proposed marketing strategy is the main topic in this thesis research to build competitive advantages. In this study, author recommended that MB Auto Car will need to switch its marketing battleground from broad to niche. From selling similar Japanese branded used car to European luxurious BME. Further, MB Auto Car needs focus on segmenting, targeting & positioning as well as its 7P marketing mix. In order to gain growth, MB Auto Car will need to target young customers in their early affluent financials seeking for social status in Jakarta. From 7P framework, MB Auto Car will focus on selling e-type used BMW, with affordable price below 150 Million Rupiahs sold through multiplatform (online & offline).