TESIS MANAJEMEN, 2011

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Analisis bauran pemasaran dan strategi persaingan PT. Yamaha Indonesia Motor MFG

Komarudin . Komarudin

Abstract


The growing demand for motorcycle in Indonesia, have led various responses from the Indonesia motorcycle industry in fulfilling customers’ need. Therefore, currently, the competitiveness among Indonesia’s motorcycle industry is increasing. PT Yamaha Indonesia Motor Mfg as one of the leading motorcycle company in Indonesia should face these challenges with on appropriate yet accurate competitive strategy. The competitive strategy must be formulated based in external and internal changes, in order to make sure that the company could maintain its competitive advantages. Therefore, to achieve those objectives, it is required for Yamaha to measure and formulate strategies, in order to compete with order similar industries. This paper will elaborate more about three methods needed for Yamaha to face those challenges. First, Input stage, which will analyze the accordance of Yamaha’s strategy with situational factors, both internal and external, by using the External Factor Evaluation Matrix and Internal Factor Evaluation Matrix. It will also emphasize the competitive profile matrix analysis, which aims to identify the main competitors: Honda and Suzuki. In order to get the idea from the customer view about the marketing mix (Product, Price, Place, and Promotion), the Yamaha customer survey was conducted  the complete this research. Secondly, I propose the matching stage, which aims to determine the matching stage, which aims to determine the alternative strategies for Yamaha. Analysis used in this stage formulated by SWOT Matrix and Matrix Space. Thirdly, to determine the most appropriate strategy for Yamaha, Decision Stage is needed. In this particular stage, the Quantitative Strategic Planning Matrix (QSPM) is use to represents an objective approach for evaluating and choosing among alternative strategies. It can be seen that the formulation of strategies needed to maintain Yamaha’s position in current motorcycle industry. This research concludes that the strategy used by Yamaha remain accordance with the current competitive condition, i.e : External Factor Evaluation Matrix (value of 3.94) describe Yamaha’s ability to minimize the currents and future threats of external factors, Internal Factor Evaluation Matrix (value of 3.8) represent that Yamaha is managed to maximize its competitive advantage and minimize its weakness, Competitive Profile Matrix (value of 4) represents the greater value in competitiveness compared to Honda and Suzuki. The respondent rating shown that the marketing mix made by Yamaha has been going well, supported by marketing mix performance value of 4.14. Lastly, Decision Stage has concluded that Customer Relationship Management is the best strategy for Yamaha.         


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