ANALISIS PEMASARAN MOBIL ISUZU TRUCK PADA PT. PRIMA PUTRA ADIWAHANA MATARAM DALAM MEMPERTAHANKAN POSISI PERUSAHAAN
Author : Agustinus Luming, I Made Suardana
ABSTRACT
This research aims to determine the market share that will be controlled by PT. Putra Prima Adiwahana as an authorized dealer isuzu truck Mataram and the formulation of appropriate marketing strategies and competitive by first identifying, collecting data sales, assessing internal factors and external environment affecting the company. This is done by using a formula calculating the market share (in percentage) and SWOT analysis (Strength, Weakness, Opportunity, and Threat).
This research was done by using observation and interview with the General Manager of the company’s and corporate marketing staff, as well as documentation to collect primary data and secondary data. The results were then analyzed by the method of SWOT analysis (SWOT Matrix, EFAS and IFAS). The result of market shared position showed that PT. Putra Prima Adiwahana as Market Follower with a range of percentage value of 10.2%. SWOT analysis appears that the position of marketing strategy Isuzu truck at PT. Putra Prima Adiwahana Mataram is in quadrant II. It means that PT. Putra Prima Adiwahana has considerable power but has agreater threat. So that PT. Putra Prima Adiwahana must implement marketing strategies of diversification.
Keywords : Market shared, SWOT, EFAS, IFAS.
