STRATEGI PEMASARAN JOK MOTOR MENGGUNAKAN METODE QSPM (QUANTITATIVE STRATEGIC PLANNING MATRIX) UNTUK MENINGKATKAN PENJUALAN PADA PT.MEIWA INDONESIA

Shabrina, Rahma (2018) STRATEGI PEMASARAN JOK MOTOR MENGGUNAKAN METODE QSPM (QUANTITATIVE STRATEGIC PLANNING MATRIX) UNTUK MENINGKATKAN PENJUALAN PADA PT.MEIWA INDONESIA. Diploma thesis, Politeknik STMI Jakarta.

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Abstract

PT Meiwa Indonesia is a company engaged in manufacturing producing motorcycle seats, PT Meiwa Indonesia Company that originally comes from Japan has been established since 1972. This business has been running for past 45 years. PT Meiwa Indonesia is well developed. However, the company is experiencing constraints in marketing products that have not been maximized in exploiting existing situation on the market. This research entitled "The planning of marketing strategy of motor seats using QSPM (quantitative strategic planning matrix) method to increase sales at PT Meiwa Indonesia" This research aims to know the success factors that are included in the part of QSPM, knowing the company position in SWOT quadrant, finding marketing strategy that suits the company. The data used are qualitative and quantitative data. Analysis tools in this research are internal strategy factor matrix (IFAs), external strategy factor matrix (EFAs). Internal factor analysis yielded a total score of 4.02 for Strengh (strength) and 3.39 for Weaknesses factor with total internal factor factor value of 0.63, while external factor analysis resulted in total score of 3.60 for Oppotunites factor (opportunity ) and 2.82 for threats (threats) thus the total value of external strategy factor 0.78. Based on the internal-external matrix the firm position is in quadrant I thus the marketing strategy that needs to be done is aggressive strategy. The final phase of this research is to develop a QSPM matrix to analyze the strategy formulation of previous IFE and EFE outcomes. In the QSPM method there is a value of Total Attractive Score (TAS) which is the result of a multiplication of weights with the value of Attractive Score (AS). Highest TAS score obtained which is 7,599 shows the first strategy that should be prioritized by Maintaining and improving product quality produced by PT Meiwa Indonesia

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