PROPOSED MARKETING STRATEGY FOR GARASI EROPA (CASE OF EUROPEAN RETRO CAR TRADER)

• Main Author: Ladiromi D. A., Sybilljulian
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45942
• Institution: Institut Teknologi Bandung

Buying a used car is one of the solution for anyone with limited budget to buy a new car. European retro cars (cars from 1977-1999) is a comfort, luxury, and timeless used car. Garasi Eropa is a European retro car trader company in Bandung and their sales have not reached the target because there are several problems. Therefore, this research was conducted to find the causes faced by Garasi Eropa why it failed to reach the sales target and how the potential customer behave. Qualitative methods are used to get primary data based on interviews with owners and potential customer, while quantitative methods are used to get data of consumer analysis and consumer buying decision processes through questionnaires. Internal analysis consists of STP (Segmenting, Targeting, Positioning) and marketing mix (4p). External analysis consists of PEST (Politic, Economy, Social, Technology), competitor, and consumer analysis. Consumer analysis is used to evaluate company performance from consumer perceptions through the marketing mix and to look for potential consumer habits through the consumer buying decision process. The results of the analysis found that the cause of Garasi Eropa failed to achieve its sales target is in the aspect of promotion. The alternative marketing strategies are TOWS (Threat, Opportunity, Weakness, Strength) Matrix, new STP (Segmenting, Targeting, Positioning) analysis and promotion strategies are through Instagram, Facebook, OLX, Website, YouTube, community, and new service offering. Researcher then proposed new marketing mix 7p. The proposed solutions are formulated based on their available resources and capabilities. Researcher hopes that all Garasi Eropa owners can implement recommendations formulated to solve the company's failure to achieve sales targets and meets the potential customer’ preferences.