PERUMUSAN STRATEGI PEMASARAN DIVISI PURNA JUAL PT. IPTN

• Main Author: HP. Entum (NIM 28195062), Eddy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4775
• Institution: Institut Teknologi Bandung

<b></i>Abstract : </b><i><p align=\"justify\"> <br /> After Sales Support Division as a Profit Center of PT. IPTN has a duty to provide support to the user of aircraft produced by PT. IPTN and at the same time to gain revenue for finance its operation, get profit and contribute to the IPTN. <br /> <br /> Until 1998, all aircraft produced by IPTN are under licence or co-production, therefore After Sales Support Division does not having yet competitive advantage as supposedly as a part of aircraft industry. Also, very tight competition from the licence holder and Vendor of the produced aircraft dictate the situation where to gain profit is not an easy job. <br /> <br /> Problems elaborated in this paper is how to develop a appropriate marketing strategy so the above mentioned duty can be achieved. For above purpose, competitiveness analysis has been done as well as theorotical analysis for industry sructure and generic strategy so after an adjustment to the existing capability of After Sales Support Division; the appropriate marketing strategy could be developed. <br /> <br /> After the analysis and evaluation, it is come to the conclusion that main market to become primary target are operators of military aircraft and government institution which have a perception that could be approached from the existing position of After Sales Support Division. Advantages that may be offered are the completeness of repair capability and spares inventory and also payment flexibility.