MARKETING STRATEGY OF TROST DETAILING TO REACH LOW TO HIGH MARKET (CASE STUDY: TROST DETAILING)
The increase in the number of users of motorized vehicles, especially two-wheelers, is increasing day by day. In addition to getting easier, motorbikes are also considered more efficient and make it easier to reach their destination because they easily overtake other vehicles. However, the increasin...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/67956 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increase in the number of users of motorized vehicles, especially two-wheelers, is increasing day by day. In addition to getting easier, motorbikes are also considered more efficient and make it easier to reach their destination because they easily overtake other vehicles. However, the increasing number of motorbikes is not followed by the awareness of motorbike owners about the cleanliness of their motorbikes. Trost Detailing is a one-stop motorcycle care workshop engaged in the cleanliness and aesthetics of two-wheeled vehicles. Trost Detailing provides various kinds of maintenance for cleaning vehicles, especially motorcycles. They are starting from regular vehicle washing services to advance by cleaning the vehicle in detail down to the frame. However, Trost Detailing is still unable to attract motorcycle users to perform detailing and coating treatments.
This research uses primary and secondary methods. The primary method is carried out by observing internal data and social media. In addition, observations were also made on consumers and competitors. The author uses internal and external analysis using customer analysis using the customer journey, then uses competitor analysis to compare Trost Detailing's capabilities with its competitors. For internal analysis using 7p's marketing mix. From the method that has been used, the SWOT will be obtained from Trost Detailing. SWOT is used to determine the value of the company. It is hoped that it can also be used to find problems and solutions needed by Trost Detailing.
The analysis that has been carried out will be continued by conducting research using Root Cause Analysis (RCA). Through RCA, some of the main problems faced by Trost Detailing will emerge and can be improved to be better in the future. The SWOT analysis that has been done previously will be used for use in the TOWS Matrix to create a new strategy for Trost Detailing by minimizing threats and increasing company strength. After knowing what needs to be improved from Trost Detailing, 7p's development marketing mix was also added as a new reference for the internal part of Trost Detailing.
The implementation plan for Trost Detailing's marketing is to improve the quality of service at Trost Detailing by collaborating with influencers and partners to improve marketing, increase the company's portfolio, increase the content intensity and create a website to make it easier for potential customers to know what Trost Detailing is like and create several events to bring them closer. Trost Detailing to its customers. After carrying out various improvements that have been written in this research, Trost Detailing can increase brand awareness and attract market interest from low to high.
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