DEVELOPING MARKETING STRATEGY FOR USED CAR BUSINESS POST PANDEMIC (CASE STUDY OF MOBIL88 SEMARANG)

• Main Author: Kwan, Vincent
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75228
• Institution: Institut Teknologi Bandung

As of December 31, 2022, cars are the second most commonly used type of motorized vehicle in Indonesia. Furthermore, the total unit of cars has gradually increased between 2017 and 2021. Hence, the used car industry also has a fairly good market in Indonesia. However, in 2020, the used car market collapsed as a result of Covid-19, but it began to recover in 2021. Unfortunately, Mobil88 Semarang did not experience this sales surge, instead seeing a 42% sales loss in 2021. The main problem is the ineffectiveness of Mobil88 Semarang's marketing strategy, which results in low brand awareness and market penetration. There are 4 major causes underlying the ineffectiveness of Mobil88 Semarang's marketing strategy, namely not paying attention to competition, lack of suppliers, lack of understanding of the target market, and monotonous usage of social media. Therefore, the purpose of this research is to develop a creative, effective, and competitive marketing strategy for the development of Mobil88 Semarang. This study included external and internal analysis, which will be summarized in the SWOT analysis. Besides, this study employed both qualitative and quantitative research methods. The qualitative approach was utilized to collect in-depth data by interviewing the head of Mobil88 Semarang branch, existing customers, and potential customers of Mobil88 Semarang. The data obtained from qualitative methods were analyzed using open coding with “New Insight” and “Reason” serving as the variables. In addition, a quantitative approach using a questionnaire was also applied in this study to validate a number of concerns. Descriptive statistics were used to process the data from the questionnaire. Since this is problem-solving research, a sample size of 200 should be applied. In conclusion, creating buyer persona, leveraging social media platforms, and developing cashback programs are among the recommendations made to Mobil88 Semarang in order to solve the company's main issues.