BUSINESS TO BUSINESS (B2B) MARKET PENETRATION STRATEGY FOR PT PERRO MANUFACTURING BUSINESS

• Main Author: Umniyyatul U. R., Mujahidah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/77015
• Institution: Institut Teknologi Bandung

PT PERRO is a subsidiary of PT FORTDA, a manufacturing company specializing in industrial equipment. This research focuses on the head office of PT PERRO in Bandung, which has encountered challenges in revenue growth and stagnant sales on electric vehicle two-wheeler product. The objective of this study is to identify the factors influencing consumer purchasing decisions and analyze the internal and external business conditions of PT PERRO. The theoretical framework employed in this research encompasses consumer behavior in the purchasing process, market trends, and market penetration strategies to enhance PT PERRO's revenue through external market segments. A qualitative approach using interviews is employed as the research method. Quantitative data is obtained from company records, on-site observations, and interviews with relevant divisions such as marketing and sales. Secondary data analysis relies on literature and company records. The study involves an external analysis to understand consumer behavior and market potential. Once a comprehensive understanding of PT PERRO's external factors is obtained, the research continues with an internal analysis to identify the company's strengths, resources, and capabilities. Based on the external and internal analyses, the researcher will summarize the manufacturing business conditions of PT PERRO using Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), and SWOT analyses. Subsequently, the researcher will formulate market penetration strategies for PT PERRO's manufacturing business using the TOWS matrix to identify suitable strategic alternatives considering PT PERRO's business conditions. These alternatives will be further evaluated using the QSPM matrix. The analysis of customer behavior and purchasing decision making, several factors influence the buying process of PT PERRO's potential customers such as the quality of the manufacturing company and its products, the capabilities of the manufacturing company to meet the specific needs, and interpersonal relationship the industry related.