#TITLE_ALTERNATIVE#

• Main Author: HALASSON TAMBUNAN (NIM 29106393), ANDRE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7204
• Institution: Institut Teknologi Bandung

Suzuki is automotive firm which is part of Indomobil Group. Suzuki is the holder of many automotive brands beside Suzuki. Suzuki has runner up position in market share after Toyota. Suzuki recognized by Indonesian people as commercial car producer and small passenger car of the size to middle size. Suzuki has been known from its products, such as Jimny and Karimun which are familiar with its characteristics; strong and economical. Nowadays Suzuki has been started to be known from Swift, SX4, and APV product line which received several achievement and contributed the sales of Suzuki.<p> <br /> <br /> <br /> <br /> <br /> City is identical with the traffic jam and bad public transportation services, also the increase of the fuel has been impacted the city car market which is pioneered by Suzuki Karimun. The rising of the customer willing to price and the rising of mobility also be the trigger of the rapid increasing of this segment. City car is a kind of vehicle with compact size and has machine capacity under 1200cc, just like its name, the vehicle is designed for in city usage in crowded traffic. The compact size has been attracted the housewife and girl university student. However, it can not make the man segment antipathy to use this kind of vehicle. Fuel consumption and the simplicity in maneuvering has been the attractiveness for the young executives that generally still concern with the efficiency.<p> <br /> <br /> <br /> <br /> <br /> In the middle of 2007, Suzuki has been marketed Suzuki Karimun Estilo which is being the next generation of Karimun. This vehicle targeted to the teenagers segment and university student. However based on the result of the research, the segment was inappropriate. The majority of the respondents are not leaning to choose the Suzuki Karimun Estillo. However in 2008 the Suzuki International has been introduced its new product, Suzuk Splash. Suzuki Indonesia also has been planned to market the product in the middle of 2008. Thus, its is necessary to have the appropriate marketing planning so that Splash can face the competitor's product which has been started to enter city car segment also making the Splash to be the main choice in the segment.