Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia
This thesis contains the formulation of marketing strategy for Bajaj Pulsar 135 LS, with objectives to identify the Key Success Factor (KSF), identify external and internal environment, and determine the formulation of marketing strategy for Bajaj Pulsar 135 LS to be able to compete and be success i...
| Main Authors: | , |
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| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
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| Subjects: |
| _version_ | 1826043739193212928 |
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| author | , Kiki Rizki Apriyani , Dr. B.M Purwanto, M.B.A |
| author_facet | , Kiki Rizki Apriyani , Dr. B.M Purwanto, M.B.A |
| author_sort | , Kiki Rizki Apriyani |
| collection | UGM |
| description | This thesis contains the formulation of marketing strategy for Bajaj Pulsar
135 LS, with objectives to identify the Key Success Factor (KSF), identify external
and internal environment, and determine the formulation of marketing strategy
for Bajaj Pulsar 135 LS to be able to compete and be success in Indonesia market.
Bajaj Pulsar LS 135 was launched as the dominant market in Indonesia is
stepthru type in price range of IDR 12-15 million, no competitors in this price
range and cc, hence sales volume of sport type continue to grow, Pulsar 135 LS is
expected to be able to compete because it has the advantage in technology,
models and performance. Research method here is desk researh form PT. BAI
research during 2006 � 2010.
Step in the preparation of marketing strategy for Bajaj Pulsar 135 LS was
started by formulating the KSF factors, external and internal environment,
aligned KSF to environmental analysis and formulated into strengths,
weaknesses, opportunities, threats and matched by company�s strategic
objectives, and formulating a marketing strategy with SWOT analysis, STP, and
Marketing Mix.
Results from the study of Bajaj Pulsar 135 LS marketing strategy
formulation is SWOT analysis, SO and WT strategy, SO strategy is to take
advantage of opportunities and optimizing Strength (optimize manufacturing
capabilities, financial resources, economic conditions, technological capabilities,
lifestyle and population), WT strategy is to minimize the threat and improve
weaknesses (to increase the company's image, the ability of dealers/ distribution,
ability and skills of employees and social aspects). The formulation strategy is to
take more investment for company development, especially to increase the level of
awareness for corporate image and brand, for Bajaj as a manufacture is by
strengthening its portfolio of high-tech products and for Pulsar as a brand is by
strengthening emotional benefit as an inspirational brand, upgrading status and
performance, on the other hand, Pulsar 135 LS is also fulfilling functional benefit
that owned by stepthru types, Pulsar LS 135 is a lightweight sport bike (LS from
Light Sport) and as comfortable as stepthru. In addition to give assurance to
customer and proving Pulsar 135 LS capability by conducting test ride, mileage
test, and show off its technological advantage with below the line activities in
several cities to get a positive word of mouth and media exposures. Lastly,
development of new dealers to expand distribution and most importantly after
sales service, improving customer satisfaction by training and improving
mechanic person quality, availability and quality of spare parts in all Bajaj
network, thus forming an integrated marketing formulations for Bajaj Pulsar 135
LS. |
| first_indexed | 2024-03-13T22:08:31Z |
| format | Thesis |
| id | oai:generic.eprints.org:89830 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:08:31Z |
| publishDate | 2011 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:898302014-08-20T02:52:18Z https://repository.ugm.ac.id/89830/ Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia , Kiki Rizki Apriyani , Dr. B.M Purwanto, M.B.A ETD This thesis contains the formulation of marketing strategy for Bajaj Pulsar 135 LS, with objectives to identify the Key Success Factor (KSF), identify external and internal environment, and determine the formulation of marketing strategy for Bajaj Pulsar 135 LS to be able to compete and be success in Indonesia market. Bajaj Pulsar LS 135 was launched as the dominant market in Indonesia is stepthru type in price range of IDR 12-15 million, no competitors in this price range and cc, hence sales volume of sport type continue to grow, Pulsar 135 LS is expected to be able to compete because it has the advantage in technology, models and performance. Research method here is desk researh form PT. BAI research during 2006 � 2010. Step in the preparation of marketing strategy for Bajaj Pulsar 135 LS was started by formulating the KSF factors, external and internal environment, aligned KSF to environmental analysis and formulated into strengths, weaknesses, opportunities, threats and matched by company�s strategic objectives, and formulating a marketing strategy with SWOT analysis, STP, and Marketing Mix. Results from the study of Bajaj Pulsar 135 LS marketing strategy formulation is SWOT analysis, SO and WT strategy, SO strategy is to take advantage of opportunities and optimizing Strength (optimize manufacturing capabilities, financial resources, economic conditions, technological capabilities, lifestyle and population), WT strategy is to minimize the threat and improve weaknesses (to increase the company's image, the ability of dealers/ distribution, ability and skills of employees and social aspects). The formulation strategy is to take more investment for company development, especially to increase the level of awareness for corporate image and brand, for Bajaj as a manufacture is by strengthening its portfolio of high-tech products and for Pulsar as a brand is by strengthening emotional benefit as an inspirational brand, upgrading status and performance, on the other hand, Pulsar 135 LS is also fulfilling functional benefit that owned by stepthru types, Pulsar LS 135 is a lightweight sport bike (LS from Light Sport) and as comfortable as stepthru. In addition to give assurance to customer and proving Pulsar 135 LS capability by conducting test ride, mileage test, and show off its technological advantage with below the line activities in several cities to get a positive word of mouth and media exposures. Lastly, development of new dealers to expand distribution and most importantly after sales service, improving customer satisfaction by training and improving mechanic person quality, availability and quality of spare parts in all Bajaj network, thus forming an integrated marketing formulations for Bajaj Pulsar 135 LS. [Yogyakarta] : Universitas Gadjah Mada 2011 Thesis NonPeerReviewed , Kiki Rizki Apriyani and , Dr. B.M Purwanto, M.B.A (2011) Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51101 |
| spellingShingle | ETD , Kiki Rizki Apriyani , Dr. B.M Purwanto, M.B.A Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title | Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title_full | Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title_fullStr | Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title_full_unstemmed | Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title_short | Formulasi Strategi Pemasaran Sepeda Motor Bajaj Pulsar 135 LS oleh PT. BAI di Indonesia |
| title_sort | formulasi strategi pemasaran sepeda motor bajaj pulsar 135 ls oleh pt bai di indonesia |
| topic | ETD |
| work_keys_str_mv | AT kikirizkiapriyani formulasistrategipemasaransepedamotorbajajpulsar135lsolehptbaidiindonesia AT drbmpurwantomba formulasistrategipemasaransepedamotorbajajpulsar135lsolehptbaidiindonesia |