PROPOSED MARKETING STRATEGY TO COMPETE IN AUTOMOTIVE INDUSTRY IN INDONESIA A CASE OF : AWAS360

• Main Author: Wimawan Kuswanputra, Aziz
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62915
• Institution: Institut Teknologi Bandung

The evolution of the internet has become the most confusing and comprehensive information technology upgrade that has been witnessed in the last few decades. The Internet has restructured the way people communicate, both on a personal and professional level. For example, social media has taken over advertising, television has been taken over by online video streaming, and libraries have been taken over by online search engines. The use of communication technology began to be utilized in various aspects of life to facilitate and help its users. One of the benefits that can be used from this communication technology is to establish a new 24/7 emergency signal service. Indonesia has not implemented a national emergency number to provide assistance to civilians in an emergency because the majority of people in Indonesia still rely on traditional methods which will result in a higher risk of death for accident victims. At first AWAS360 was only a prototype for the purpose of clarifying ideas and ideas in a model that the use of current communication technology can be created a tool that is able to launch an emergency signal automatically and in the shortest possible time. As time goes by, AWAS360 is starting to get the attention of several related parties and now AWAS360 plans to penetrate the market and become the pioneer of new driving safety standards in Indonesia. This thesis aims to propose a marketing strategy that will lead AWAS360 to become a market leader and have a sustainable competitive advantage among competitors. This thesis aims to gain new insights from customers regarding the right marketing strategy to increase sales and develop AWAS360 features in the future. The data method used for this research uses primary data and secondary data. To obtain the data, the methods used are qualitative through direct observation and interviews with related parties. The frameworks that will be used are PESTEL analysis, Porter's Five Forces, Customer Analysis, Customer Persona, SWOT, STP and marketing mix (4Ps). Overall, Author recommends that the company modify its previous business model in customer segment and channel, by adding Business to Business sales channel and improving the previous marketing mix from existing 4P to brand new developed 4P.