PROPOSED MARKETING STRATEGY FOR LUBRICANT PRODUCT TO GAIN SALES REVENUE GROWTH (CASE STUDY: PT YIMM – AREA WEST JAVA)

• Main Author: Ariansyah, Januar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/52067
• Institution: Institut Teknologi Bandung

Motorcycle sales growth in Indonesia increased in the early 2000s to 2010s. The increase in motorcycle sales occurred due to the trend of automatic motorbikes pioneered by Yamaha Mio. Yamaha, as the leading motorcycle manufacturer in Indonesia, has experienced an increase in sales of automatic motorbikes from the initial product launch in 2003 to 2010, where sales of Yamaha motorcycles have decreased continuously. The increased sales of motorcycles had a multiplier effect on the spare parts and lubricants business. Yamalube as a lubricant for Yamaha products experienced an increase in sales from 2003 to 2018 in line with the increasing population of Yamaha motorcycles in Indonesia. However, there was a decline in sales in 2019 and continued in 2020. To analyze the decline in sales, the author used the Segmentation, Targeting, Positioning (STP) and Marketing Mix (Product, Price, Place, and Promotion) to analyze the internal factors that influenced the decline in sales. Meanwhile, to analyze the external factors the author uses the PESTEL framework, competitor analysis to examine external factors that affect the decline in sales from Yamalube. In addition to analyzing internal and external factors, the author also conducted research quantitatively with questionnaires for consumers and qualitatively with interviews to get an overview of consumers' perceptions and part shop towards Yamalube. The results obtained from the analysis of internal and external factors are used by the author to provide suggestions for a new marketing strategy so that Yamalube's business can continue to grow amid decline in consumer demand. The proposal made uses the framework of the TOWS (Threat Opportunity Weakness Strength) Matrix and Ansoff Matrix, wherefrom this proposal, it is hoped that Yamalube's business can continue to grow and be sustainable in the domestic lubricant industry.