PENERAPAN STRATEGI PEMASARAN PADA SEPEDA MOTOR SPORT HONDA

Amini, Khodijah (2014) PENERAPAN STRATEGI PEMASARAN PADA SEPEDA MOTOR SPORT HONDA. D3 thesis, Universitas Negeri Jakarta.

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Abstract

KHODIJAH AMINI. 2014. 8223118205. SCIENTIFIC WORK REPORT. Marketing Diploma Studies Program. Department of Management. Faculty of Economics. Jakarta State University. The experiment was conducted at PT Astra Honda Motor is located in Jalan Yos Sudarso Laksda, Sunter 1, Jakarta 14350. Data was collected through interviews and the internet. Data analysis begins by analyzing the internal and external environment, followed by a SWOT matrix phase The purpose of the study: (1) Identify the internal environmental factors are the strengths and weaknesses of motorcycle sport Honda marketing, (2) identify factors external environment into opportunities and threats as well as the marketing of motorcycle sport Honda (3) Analyze the marketing strategies that are appropriate for PT. Astra Honda Motor using SWOT matrix analysis. Based on the analysis of internal and external environment can be identified four internal factors into the strength of PT. Astra Honda Motor: (1) Segmentation, Targeting and Positioning the company clearly, (2) Products quality and international standards, (3) Having a distribution network in almost all regions of Indonesia, (4) The sport type motorcycle produced diverse. And three internal factors of weakness: (1) The Power Honda engine is still less than the competitors, (2) Prices Honda spare parts are relatively expensive, (3) Lack distributors as partners of the company. And then two external factors of opportunities for PT. Astra Honda Motor: (1) Patterns and lifestyles of the prestigious society, (2) Recognized quality of Honda products in Indonesian society. And three external factors that pose a threat: (1) Competition product prices are relatively tight with CC, (2) Unceasing promotion and innovation Yamaha and Kawasasaki, (3) Lot of new competitors (Bajaj and TVS), in particular the most powerful is the Yamaha, (4) Innovations competitors quite quickly.

Item Type: Thesis (D3)
Additional Information: Pembimbing : Setyo Ferry Wibowo, SE.,M.Si.
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Divisions: Fakultas Ekonomi > D3 Manajemen Pemasaran
Depositing User: Helda Romauli Siregar
Date Deposited: 12 Feb 2018 01:53
Last Modified: 12 Feb 2018 01:53
URI: http://repository.fe.unj.ac.id/id/eprint/3019

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