PROPOSED MARKETING STRATEGY FOR ENGINEERING AND CONSTRUCTION COMPANY (CASE STUDY OF CV. CINTA KARYA TEKNIK)

• Main Author: Argi Kiranti, Gadis
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45748
• Institution: Institut Teknologi Bandung

CV.Cinta Karya Teknik is a company that was established since 2008. The company is engaged in engineering, including construction and maintenance. Although it has long been established, but CV. Cinta Karya Teknik has a problem, that is less survive in the field of construction which is currently increasingly difficult. This is supported by the project data that is getting smaller every year and the value of the project is increasingly down and also supported by a decrease in revenue from the company. The method used in this study a qualitative method. While the second data was collected to support this research. Data collection is done by distributing questionnaires, where the questionnaire given to 8 respondents. External analysis using General Environment, Industrial Environment, customer analysis, competitor analysis. Internal analysis using STP (segmentation, targeting, positioning). Based on the results of the interview, it was found that the company still experienced weaknesses in several aspects. Among them are Place, Promotion, Physical evidence and several items in service quality aspect etc. Based on the analysis strategy of CV. Cinta Karya Teknik is categorized as growing and developing. Market penetration can be done by increasing marketing efforts, in this case the marketing mix and service quality of CV. Cinta Karya Teknik. The solution of the problems experienced by the company is to improve the company's condition in the promotion sector such as build social media and website as a online promotion, In addition to the place aspect, companies need to build workshops and offices so that customers or customers who use the services of CV. Cinta Karya Teknik are more trustworthy and can win various tenders that also need to provide a place as a condition to be accepted. In the physical evidence aspect, the company has not yet developed office design, interior design, exterior design, spatial planning, air circulation, and then also related to company equipment updates and others. Then the last aspect that is assessed needs to be improved is the aspect of reliability and assurance (service quality), namely by providing training to employees.