STRATEGI PEMASARAN MESIN POMPA AIR PADA PT. KUBOTA INDONESIA SEMARANG

SUSILO, POERNOMO PUSPO (1998) STRATEGI PEMASARAN MESIN POMPA AIR PADA PT. KUBOTA INDONESIA SEMARANG. Masters thesis, Program Pascasarjana Universitas Diponegoro.

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Abstract

The decline of sale volume and water pump machine market share at PT. Kubota Indonesia Semarang in several recent years is a background of writing this thesis. The purpose of this thesis is to identify the strength and weakness, opportunity and threat in order to determine the position of company's business and to formulate the development of marketing strategy at PT. Kubota Indonesia Semarang in marketing water pump machine so that it can ncrease the sale volume and it's product market share. The condition of PT. Kubota Indonesia Semarang in marketing water pump machine up to now : 1. Both sale volume and market share fluctuate tending to decline. 2. Marketing strategy up to now has not been effective yet. 3. Promotion activity is done by direct approach to the consumers. 4. Stressing on the smooth product by giving good service after sale. By using SWOT analysis approach (Strength Weakness Opportunity and Threat), PT. Kubota Indonesia Semarang can be identified from the Strength and Weakness fields and also Opportunity and Threat ones, this comp6ny is on the speculative business company position and it is safe market situation which is growing with oligopoly market structure. ABSTRAK : Penurunan volume penjualan dan pangsa pasar mesin pompa air PT. Kubota Indonesia Semarang, dalam beberapa tahun terakhir ini merupakan masalah yang melatar belakangi penulisan tesis. Tesis ini bertujuan untuk mengidentifikasikan baik kekuatan dan kelemahan, serta peluang dan ancaman untuk menentukan posisi bisnis perusahaan dan merumuskan pengembangan strategi pemasaran PT. Kubota Indonesia Semarang dalam memasarkan mesin pompa air sehingga dapat meningkatkan volume penjualan dan pangsa pasar produknya. Kondisi yang dialami PT. Kubota Indonesia Semarang dalam memasarkan produk mesin pompa air selama ini sebagai berikut : 1. Volume penjualan maupun pangsa pasar berfluktuasi cenderung menurun. 2. Strategi pemasaran selama ini belum efektif. 3. Kegiatan promosi dilakukan dengan pendekatan langsung pada konsumen. 4. Menekankan kelancaran produk dengan memberikan pelayanan puma jual yang baik.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Postgraduate Program > Master Program in Management
ID Code:9417
Deposited By:Mr UPT Perpus 2
Deposited On:27 Apr 2010 19:14
Last Modified:27 Apr 2010 19:14

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