PROPOSED MARKETING STRATEGY FOR PT. MITRA ANGKASA RAYA (MAR LOGISTICS)

• Main Author: Jeremia, Christopher
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70522
• Institution: Institut Teknologi Bandung

PT. Mitra Angkasa Raya is a B2B freight forwarding company, especially air shipping. Formed in 2019 and working with Garuda Indonesia as the main shipping airline for this company. The logistics business is one of the services needed by the people of Indonesia to deliver goods from one place to another to meet the needs of an area. Therefore the logistics business is a quite profitable business in Indonesia, because the market never runs out and always increases along with the growing population in this country. This study aims to find solutions to the problems faced by companies with the help of several analyses. The analysis aims to make it easier for the writer to find the root of the problem. The author uses external analysis such as; PEST, Porter 5's Forces, Competitor Analysis, and internal analysis such as; Resource and Value Chain Activity Analysis, as well as STP Analysis, Marketing Mix, SWOT Analysis, TOWS Analysis, and ending with "Fishbone" Analysis with the aim of finding the cause of the company's main problem, namely delivery delays. Until now, PT. Mitra Angkasa Raya is an old customer who has worked with the company, so the company must be able to increase sales by cooperating with more companies and increasing the company's capacity in order to serve more customers. The marketing strategy and business strategy that has been proposed by the author can be a tool for companies to be able to implement it within the scope of the company's own business, and are expected to increase sales and customer loyalty to PT. Mitra Angkasa Raya