Vol. 10, No. 1, June 2020, pp. 20-25
ISSN: 2720-9830. 20
Journal homepage: https://jurnal.darmaagung.ac.id/index.php/socio/about
Analysis Of Marketing Strategies To Increase Sales In PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan
Asido Loyandro Samosir Universitas Darma Agung
Article Info ABSTRACT
Article history:
Received April 2020 Revised May 2020 Accepted June 2020
Marketing strategy is aform of a plan that is broken down in the field of marketing. “Mitra Pinasthika Mustika (MPM) Honda Motor Medan”. The data collection method can be obtained by direct interviews and than a SWOT analysys is carried out by comparing the external factors of opportunities and threats with internal factors of strengths and weaknesses so that from the analysis. The internal factors is the strngth of PT. Mitra pinasthika Mustika (MPM) Honda Motor Medan is greater than the internal factor, the weakness is 0,08, and the external is the opportunity that is greator than the external factor, the threat is 0,44. So that it can be found an appropriate marketing strategy formulation by utilizing all strength to seize and take advantage of opportunities as best as posible, maintain and improve the quality of products and excellent services in the hope of being able to maintain customer. The aplication of marketyng strategy by PT. Mitra Pinasthika mustika (MPM) Honda Motor Medan is by choosing to formulate the target market by segmenting, targeting and positioning. In addition, developing a marketing system or marketing mix consisting of four main elements, namely product, price, distribution and promotion
Keywords:
Marketyng Sales Increasy Strategy
This is an open access article under the CC BY-SA license.
Corresponding Author:
Asido Loyandro Samosir Universitas Darma Agung
Email: [email protected]
INTRODUCTION
Various ways are carried out by business people so that the business they run continues to survive in the midst of the existing competition. Without a marketing process, the market will not know about the products or business services that we run. Marketing is also the spearhead of a business where the pros and cons of the business can be seen from the marketing process. Therefore, marketing requires the right strategy so that it has a good impact on the sustainability of a business. This marketing strategy has a broad scope in the field of marketing according to research related to the analysis of marketing and sales strategies.
METHOD
Table 1 Determination of the Weighting of Strengths and Weaknesses
Internal Factors Rating Value Weight
Strength
15.Become a market leader 4 0,44 0,11
16.Have market research 4 0,4 0,1
17.Quality products 4 0,28 0,07
18.Provide new products and old
products 4 0,4 0,1
19.Speed in serving customers 3 0,21 0,07
20.Has a strategic location 3 0,21 0,07
21. Have a healthy financial condition 4 0,4 0,1
22.Offer a complete product line 4 0,4 0,1
23.Have a system to support employees 3 0,12 0,04 24.Take advantage of warehouse
management 4 0,28 0,07
Weakness
4. Not yet biased to guarantee that the
product is always available. 1 0,5 0,05
5. Not used to always meeting market
demand 1 O,3 0,03
6. Lack of human resources to utilize
the facilities 2 0,18 0,09
6. Other dealers / leasing are better
known to the public. 0,06 4 0,22
7. Government policies such as increasing fuel prices at any time will have a major impact on the survival of an industry.
0,08 3 0,26
Sub-Total 0,36 1,08
Total 1 3
Source: Research Results, 2020.
Based on the results of the calculations in table 4.4 above, the external factors of opportunities owned by PT.
Mitra Pinasthika Mustika (MPM) Honda Motor Medan is greater than the external threat factor, namely 0.64, where the value of the opportunity number is obtained from the difference in the total opportunity of 1.92 with the total threat of 1.08.
From the calculation of the weights, ratings and values above, it can be obtained the appropriate marketing strategy formulation at PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan as follows.
Figure 1 SWOT Matrix Diagram
From the SWOT matrix above, it can be explained that PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan is a growing company and is able to compete with similar companies by taking into account the factors that have been explained that the strength factor dominates more than the weakness as well as between opportunities and threats, the opportunity value is still greater.
Peluang / Opportunity
1,92
Ancaman / Threats
1,20
Kekuatan / Strength
0,44 Kelemahan
/Weakness
1,08
Jurnal Ilmiah Socio Secretum, Vol. 10, No. 1, June 2020: 20-25 Table 2. total
memasuki bisnis yang sama 0,10 2 0,20
Total 120
Source: Research Results,2020
Based on table 2 determining the weight of the opportunities and threats in the table above, it can be made strategic factors whose results are shown in table 3. to formulate the factors of the internal strategy within the framework of the company's opportunities (opportunities) and threats (threats).
Table 3 Values Weights, Ratings and Grades
External Factors Rating Rating Weight 9. Motorcycles are private vehicles that
are in accordance with economic conditions in the community.
0,15 4 0,52
10.Good relationship with consumers. 0,15 4 0,54 11. The quality of the product is
recognized in the community. 0,10 4 0,30
12. Consumer interest in motorcycles
continues to increase. 0,10 3 0,26
13. The ease of buying a motorcycle
affects the interest of buyers 0,12 3 0,30
Sub-Total 0,62 1,92
4.There are several similar products with
lower prices. 0,10 4 0,30
5. The number of dealers is increasing. 0,12 3 0,30 Table 4. Determination of the Weights of Strength Factors and Weakness
Internal Factors
Rating Weight Rating
Strength
1. Become a market leader 4 0,44 0,11
2. Have market research 4 0,4 0,1
3. Quality products 4 0,28 0,07
4. Provide new products and old
products 4 0,4 0,1
5. Speed in serving customers 3 0,21 0,07
6. Has a strategic location 3 0,21 0,07
7. Have a healthy financial condition 4 0,4 0,1
8. Offer a complete product line 4 0,4 0,1
9. Have a system to support
employees 3 0,12 0,04
10. Utilize warehouse management 4 0,28 0,07
Weakness
1. Not yet able to provide a guarantee
that the product is always available. 1 0,5 0,05
2. Not used to always meeting market
demand 1 O,3 0,03
3. Lack of human resources to take advantage of existing facilities
2 0,18 0,09
Total 3,4 1 Source: Research Results
determining the weight of the factors of strength and weakness in the table above, it can be made strategic factors whose results are shown in table 4.2. compiled to formulate the factors of the internal strategy within the framework of the company's strengths and weaknesses.
Table 5 Value of Weights, Increases and Values
Internal Factors Rating Rating Weight
1. The marketing strategy carried out covers all
aspects. 0,20 4 0,27
2. Make special promotions every month, such as
auctions. 0,14 4 0,40
3. Location of PT. Mitra Pinasthika Mulia (MPM) Honda Motor Medan which is strategic and has an effect on business continuity.
0,12 4 0,28
4. The biggest and most complete dealer in Medan
City 0,12 3 0,36
Sub-Total 0,58 1,31
1. HR PT. Mitra Pinasthika Mulia (MPM) Honda
Motor Medan which is still incompetent. 0,08 4 0,22
2. Lack of cooperation with leasing parties (credit
financing companies) 0,12 3 0,29
3. Subsidy down payment is still under the rules of
Honda Motor 0,12 4 0,20
4. Service is still not optimal
0,10 2 0,20
Sub Total 0,42 0,91
Total 1 2,22
Source: Research Results, 2020.
Based on the results of the calculations in table 4.2 above, the external factor is the strength of PT. Mitra Pinasthika Mustika (MPM) Honda MotorMedan is greater than the external factor, its weakness is 0.18, where the value of the strength figure is obtained from the difference in total strength of 0.44 with a total weakness of 0.26. As for determining the weight of external factors, namely in terms of opportunities and threats, it can be presented as follows:
Table 6. Determination of Weighting of Opportunity and Threat Factors
External Factors Rating Rating Weight
Opportunity
1.
Increase in sales of Honda motorcycles 0,15 4 0,602.
The number of old Honda motorcyclesthat are still in use 0,25 4 1,00
3.
The company's position is important tosuppliers 0,05 4 0,20
Threat
5. Only have single supplier 0,05 2 0,10
6 Fellow competitors for Honda motor
products 0,15 3 0,45
7. Sales of counterfeit products 0,20 3 0,60
8. It is easy for investors to enter the same
business 0,10 2 0,20
Source: Processed by Researchers, 2020.
The research was carried out at PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan, having its address at Jl. Besar AH Nasution No.23 A, Medan Johor District. The author chose to conduct research in this place because of the open data source and easier data collection process. This research was submitted from September to October 2021.
RESULTS AND DISCUSSION Data analysis method
Jurnal Ilmiah Socio Secretum, Vol. 10, No. 1, June 2020: 20-25
In accordance with the research method, the data analysis technique used by the researcher in this study is a qualitative data analysis technique. According to Moleong, qualitative analysis techniques are carried out by presenting data starting with examining all the collected data, studying the data, analyzing and compiling them in one unit which is then categorized in the next stage and checking its validity and interpreting it with analysis according to the ability of the researcher's reasoning power to make conclusions. research conclusions.
The steps of qualitative data analysis are as follows:
Data collection
Collecting data from the field by conducting interviews, surveys, observations and documentaries.
Data processing
After the data has been collected, the next step is processing. Researchers examined the answers of informants and surveys from the results of interviews conducted by researchers. The goal is to refine the data and further refine words and sentences, provide additional information and remove information that is not important.
Data Presentation
Is a collection of information that is presented in writing. The presentation of the data in this study is in the form of a description of the summary of the results of the interviews produced after collecting and processing data which is also studied with the theories previously described in CHAPTER II.
Generalization and Conclusion
Is drawing a general conclusion from research analysis. Generalizations made must be related to the theory underlying the research being carried out. After generalizations are made, the researcher draws conclusions from the research.
In addition to the technical analysis above, the researcher will also use the SWOT analysis technique. SWOT analysis is an abbreviation of Strengths (strengths), Weaknesses (weaknesses), Opportunities (opportunities), and Threats (threats), is a method of formulating a company or organization strategy. Swot analysis compares the external factors Opportunities and Threats with internal factors Strengths and Weaknesses. SWOT analysis (SWOT analysis) According to (Richard L. Daft 2010:253) which includes efforts to identify strengths, weaknesses, opportunities, and threats that determine company performance.
Company Overview PT. Mitra Pinasthika Mustika (MPM) Honda Medan
PT. Mitra Pinasthika Mustika (MPM) Motor Honda Medan is located on Jl. Besar AH Nasution No.23 A Kec.
Medan Johor. This company serves the sale and service of Honda motorcycles every day. In carrying out the company's activities PT. Mitra Pinasthika Mustika (MPM) Motor Honda Medan has several employees consisting of educational levels who are willing to meet the company's needs for the number of workers.
To improve the ability of employees, especially mechanics, PT. Mitra Pinasthika Mustika (MPM) Motor Honda Medan always sends its employees to attend service skills training on Honda motorcycles held by dealers. The products traded have increased, namely initially only selling a few types of motorcycles that are in demand and the best selling until now selling several types of motorcycle products issued by Honda in Indonesia.
Company Logo PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan.
Figure 4.1.3 Logo of PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan Source: PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan Logo Meaning Business Network
In running its business, PT MPM Rent is supported by 20 service points Discussion
Marketing Strategy Implemented by PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan
As we know before, the marketing strategy activity program at PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan, one of which is to carry out a marketing strategy. In the current case, the strategy is based on collecting ideas, suggestions and opinions or often referred to as a marketing strategy and meetings are held once a week, to get satisfactory marketing and get targeted results. All of these preparations were carried out
to support smooth sales (marketing) of products to consumers, but this was most highlighted in the leadership of the branch head (company leadership) to his subordinates so that in carrying out sales, employees who had been assigned as salespeople had more control over marketing points. the product to consumers. That way the sales are made better and do not have problems when consumers make purchases of these products. In addition, PT Mitra Pinasthika Mustika (MPM) is more focused on the thing when employees carry out a predetermined marketing strategy (which has been agreed), this is very important to analyze for smooth activities when carrying out the marketing strategy, and the head of the company will choose employees who able to master the established strategies. By paying attention to some of the things above, the sale of Honda motorcycles will be easier to convey to consumers as an ingredient to attract consumers' attention so that sales selection can be categorized as one of the right strategies to attract consumers' attention.
6.2 Strengths, Weaknesses, Opportunities and Threats at PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan
To find out the strengths, weaknesses, opportunities and threats that exist in PT. Mitra Pinasthika Mulia (MPM) Honda Motor Medan, the author uses the SWOT Analysis Method. SWOT stands for strengths, weaknesses, opportunities and threats. A SWOT analysis organizes the main strengths, weaknesses, opportunities, and threats into an organized list and is usually presented in a simple grid bar. We can seize opportunities and protect against threats, but we cannot change them.
6.3 The Right Marketing Strategy To Be Implemented By PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan in Increasing Sales?
SWOT analysis is a qualitative research technique tool to identify various factors systematically to formulate marketing strategies to improve the competitive position of a company's products. The analytical method used in this study is SWOT analysis, to determine strengths, weaknesses, opportunities and threats.
1.00 – 1.179 = very less effective 1.80 – 2.59 = less effective 2.60 – 3.39 = quite effective 3.40 – 4.19 = effective 4.20 -5.00 = very effective
So the following table for determining the weights is presented in table 4 CONCLUSION
Based on the results of research and discussions that have been carried out, some conclusions can be drawn as follows: 1The application of marketing strategy by PT. Mitra Pinasthika Mustika (MPM) Honda Motor Medan is by choosing to formulate the target market by segmenting, targeting and positioning. In addition, by developing a marketing system or marketing mix consisting of four main elements, namely product, price, distribution and promotion. The internal strength factor of PT.Mitra PinasthikaMustika (MPM) Honda Motor Medan is greater than the internal weakness factor of 1.08, where the value of the strength figure is obtained from the difference in total strength of 1.44 with a total weakness of 0.52. So that it can be found the appropriate marketing strategy formulation. The external factor of opportunity owned by PT.Mitra PinasthikaMustika (MPM) Honda Motor Medan is greater than the external threat factor, namely 1.20, where the value of the opportunity number is obtained from the difference in the total opportunity.
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