PROPOSED HONDA PCX 160 MARKETING STRATEGY TO INCREASE SALES

• Main Author: Putra Arifiant, Randu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65614
• Institution: Institut Teknologi Bandung

Indonesia is one of the biggest markets for the automotive industry. According to OICA (Organisation Internationale des Constructeurs d'Automobiles) The automotive industry in Indonesia plays an important role in the economic growth of the nation, contributing 10.16 percent of the GDP ( Gross Domestic Product) both for automotive two-wheeler and automotive four-wheeler industry. Honda is market leader with 77.40% market share in 2021. Competition is also getting more challenging, especially in the AT/Scooter > 150 cc segment which competes directly between Honda PCX 160 and Yamaha Nmax 155. Almost all PT Astra Honda Motor through Honda Brand products are market leaders in the two-wheeler industry, except Honda PCX 160. This study uses internal and external analysis to formulate a marketing strategy for the Honda PCX 160 that can impact sales performance. The internal and external situations are then summarised through the SWOT Matrix, which is then re-analysed and formulated into a TOWS Matrix, then connected with the results of the new 7P's analysis of marketing and segmentation, target, and positioning of the Honda PCX 160 brand. Based on the results of the research, from the aspect of the new 7Ps marketing, there are two the most important to improve. Honda PCX 160 must improve product features on various sides, especially the connectivity features and convenience features that are inferior to competitors. Also moreover Honda PCX 160 must beyond in technology to compete Yamaha NMAX, such as Hybrid & EV bike with affordable price From the place side, it is essential to transform supply & demand data to increase the accuracy of the availability and distribution of goods. Then for STP, there needs to be an update in terms of a more unisex target, focusing on an elegant and premium image, then improving the "Matic Besar" campaign, which targets the design image & size of the motorbike instead of the engine cubication.