ANALISIS STRATEGI PEMASARAN PADA USAHA JUAL
BELI SEPEDA MOTOR UD. MUTIARA MOTOR
YOGYAKARTA
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Institusion
INSTITUT TEKNOLOGI DIRGANTARA ADISUTJIPTO
Author
POLANUNU, FAHRUDIN
Subject
T Technology (General)
Datestamp
2024-06-05 09:02:02
Abstract :
Every company wants its products to be accepted by public. Therefore, every company must be able to optimize marketing strategy to achieve company goals. This research aims to determine strengths, weaknesses, opportunities and threats to UD. Mutiara Motor and knowing the company level in the quadrant matrix BCG. This research uses the Boston Consulting Group Matrix method (BCG) and SWOT Matrix. From the results of research using the BCG matrix, it can be seen growth rate of the motorbike sales market at UD. Mutiara Motor by 27% which means it has high market growth. Calculations with matrices BCG regarding market growth rates (marker growth) and market share relative (market share) then it can be seen that Honda's position is in position stars which indicate Honda's position in market growth high and high market share. Strategies that Honda can use in position This is by making investments to strengthen its dominant position in opening branches in other areas to increase sales and maintain the Star position. Furthermore, based on the results of the analysis carried out using the method BCG and SWOT, then the company should maintain them position/condition of the business unit in a good position (star) by improving quality of products offered, optimizing promotions and improving services that will be provided to the community with the aim of attracting and increase UD's market share. Pearl Motors.
Every company wants its products to be accepted by public. Therefore, every company must be able to optimize marketing strategy to achieve company goals. This research aims to determine strengths, weaknesses, opportunities and threats to UD. Mutiara Motor and knowing the company level in the quadrant matrix BCG. This research uses the Boston Consulting Group Matrix method (BCG) and SWOT Matrix. From the results of research using the BCG matrix, it can be seen growth rate of the motorbike sales market at UD. Mutiara Motor by 27% which means it has high market growth. Calculations with matrices BCG regarding market growth rates (marker growth) and market share relative (market share) then it can be seen that Honda's position is in position stars which indicate Honda's position in market growth high and high market share. Strategies that Honda can use in position This is by making investments to strengthen its dominant position in opening branches in other areas to increase sales and maintain the Star position. Furthermore, based on the results of the analysis carried out using the method BCG and SWOT, then the company should maintain them position/condition of the business unit in a good position (star) by improving quality of products offered, optimizing promotions and improving services that will be provided to the community with the aim of attracting and increase UD's market share. Pearl Motors.
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