PROPOSED MARKETING STRATEGY FOR PT. DNIA TO INCREASE SALES

• Main Author: Maulana Asari, Hamdan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60944
• Institution: Institut Teknologi Bandung

Sales of motorcycles in Indonesia always experience growth every year. That should be a favorable condition for the automotive parts industry as they will keep up with the growth. However, in recent years, sales of Denso spark plugs have decreased, even though spark plugs are a motor component that must be replaced regularly. Therefore, external and internal analysis were carried out to make a proposed marketing strategy to solve the declining in sales of Denso spark plugs. PESTEL analysis, Porter's Five Forces analysis, customer analysis, and competitor analysis are among the external analyses conducted. Then there's internal analysis, which includes STP (Segmentation, Targeting, Positioning), VRIO, and marketing mix analysis. Primary and secondary data were used to gather information for this investigation. Based on the findings of external and internal analyses, SWOT analysis is obtained and then generate into the TOWS matrix. The results of the research resulted in a proposed marketing strategy for Denso to increase the sales in the form of STP modification, and new marketing mix including implementation timeline. It is intended that by providing recommendations, greater marketing activities will occur, making it feasible to enhance sales.