PROPOSED MARKETING STRATEGY TO INCREASE SALE FOR PT. BINTANGMAS MINOMANUNGGAL STEEL

• Main Author: Utari Suryaningtyas, Rika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63471
• Institution: Institut Teknologi Bandung

PT.BM is a private company engaged in moldbase production and a steel distributor from Japan that focuses on alloy steel for the raw material needs of automotive parts such as motor vehicles. Founded in 1995 and has a production location in Jababeka Cikarang. Currently, PT. BM has problems with stagnant sales for the last three years. The products and services offered by PT. BM are quite diverse and in accordance with market needs, but in terms of marketing, PT. BM is not optimal and takes advantage of developments. So it can be assumed that the cause of stagnant sales income is due to the lack of an optimal and clear marketing strategy plan. The purpose of this study is to analyze the internal and external business conditions of PT. BM, as well as to find out the root of the problem that is being experienced by PT. BM, and also to propose a marketing program that aims to increase sales results. The method in this study uses qualitative methods with data collection techniques using interviews and informants from this research are the internal team and customer of PT.BM company. The results showed that the root cause of the problem at PT.BM was the lack of optimizing the marketing strategy, causing the sales revenue to stagnate for the last three years. In this study, the framework used for external analysis is PESTEL, Porter's Five Forces, Competitive Analysis, and Consumer Analysis. And for internal analysis, using the framework of Resource Based View, VRIO, Segmenting, Targeting, Positioning, and Marketing Mix.