PROPOSED MARKETING STRATEGY FOR CUSTOM MOTORCYCLE WORKSHOP (CASE ON FETT MACHINE)

• Main Author: Sampurna, Darmawan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48770
• Institution: Institut Teknologi Bandung

Custom motorbike scene increased rapidly since 2016. Even made Indonesian president to buy a unit of custom motorcycles. Fett Machine is a custom motorcycle repair shop that started its business in Bandung. At this time they have a problem with poor sales. they feel the need to do something to get back on their feet. To find the main cause of the issue, the author used internal and external analysis. Using marketing mix and segmenting, targeting and positioning analysis for the internal condition . For external analysis, the tools are porter’s five forces, PEST analysis and competitor analysis. Then SWOT analysis to firm the internal and external condition of Fett Machine. The main problem with Fett Machine issue is lack of promotional activity. Fett machine never give information about their identity, their activities and even the projects they have done online or offline. This lack of activity causes the distance between them and their target market. In the end the author used TOWS matrix to generate marketing strategy. There are four activities that Fett Machine should do to help rise their sales. There are join and compete in national exhibition, making promotion campaign for new customer, build website and social media account and the last, collaborate with other garage. Those activity were adapt into marketing timeline start from January 2020 till April 2020. Other than that, budgeting plan also needed to make sure the activity is effective and efficient