PROPOSED MARKETING STRATEGIES FOR INCREASING UNIT ENTRY OF AHASS ABC BANDUNG

• Main Author: Gilang Restriwan Kurnia, R
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45664
• Institution: Institut Teknologi Bandung

Motorcycle is the most popular transportation in Indonesia. Refer to the data from Badan Pusat Statistik, in 2016 motorcycle is the biggest automobile population in Indonesia. Honda is a multinational brand from Japan. Honda is known as automotive brand in Indonesia, especially for motorcycle product. AHASS ABC is one of authorized service station for Honda motorcycle in West Java, located in Bandung. AHASS ABC is firstly operates their business in 2003. After over 10 years the company has operate the business, data shows that AHASS ABC have not only decrease number in unit entry but also on their revenue. From the data of unit entry shows that between 2015 and 2018 there are decrease number of unit entry 23% or 6.140 units. From the data of revenue shows that between 2015 and 2018 there are decrease revenue in AHASS ABC 41% or IDR 1.540.864.000. In this research, the researcher analyse internal and external environment. The researcher also uses qualitative and quantitative methodology by do interview and distribute a questionnaire to consumer that has come to AHASS ABC more than two months based on periodic maintenance. The recommendation that the researcher gives to AHASS ABC are market penetration strategy by optimize service visit activity that carried out outside the workshop, increase lower stock level for slow-moving spare parts that often order by consumer, and optimize the consumer database to maintain the consumer to repurchase again or come to service again in AHASS ABC. To optimize this solution, AHASS ABC also must add new person that in charge as CRM admin. The researcher also recommends AHASS ABC to add promotion program in AHASS ABC such as bundling package with fast-moving parts and service discount by consumer occupation that AHASS ABC didn’t have before and train service advisor to increase upselling skill.