PROPOSED MARKETING STRATEGY FOR CAR WASH SERVICES: CASE STUDY OF SINAR PAGI AUTO SERVICES

• Main Author: Aulia Darmawan, Faishal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68798
• Institution: Institut Teknologi Bandung

Car is a symbol of success for people in several countries. Number of cars in Indonesia continues to grow along with the growth of the Indonesian economy. Indonesia car wash services industry has been growing from years to years with the number of players has risen in many cities, including urban and sub-urban area, in tandem with the rapid development in the number of cars. Harsh competition has taken its toll on Sinar Pagi Auto Services revenue to become fluctuated and ended up in 2020 declining to its all-time low. Nevertheless, the number of cars in Payakumbuh City, which is still continuously increasing year after year, indicates the market for car maintenance industry such as car wash service is still potential to be developed. Consumer decision-making process can be utilized as an input for the management to make better decisions. Consumer decision making is based on observable action that people have made a commitment affect the action. Marketing mix is important factor that could influence the consumer decision making. Therefore, objectives of this research are; first, to investigate the extent to which marketing mix factors could influence consumers decision making process to use car wash services; and second, to develop suitable marketing strategy as an effort to increase sales of Sinar Pagi Auto Services. This research uses mix-methodology research of qualitative and quantitative methods. To get a holistic view of internal and external environment, this research used PEST and Porter five forces framework, and competitor analysis for external analysis: and STP, marketing mix 7P, and VRIO for internal analysis. Then, a large-scale survey to 247 respondents was conducted to assess consumer behavior. As the result, marketing mix factors such as process, product, and participant become the significant variables to impact consumer decision making. Based on all analysis results, root causes of Sinar Pagi problem were identified, i.e., lack of promotion, no digital adaptation on process, no added value on product, and no communication skill on participant Accordingly, the author proposes seven marketing strategy as the alternative’s solution to the problem, i.e., Facebook advertising, Instagram appearance and advertising, website appearance, search engine optimization, digital payment adaptation, sales communication training, new customer gift. The implementation plan is further developed in such a way that the proposed solution can increase the sales of Sinar Pagi Auto Services.