The Analysis of Marketing Strategy at Toyota Kijang Inova

Abstract

Marketing strategy, like the other corporate strategies, is a point that really needs to be concerned by the company in order for them to run their business. It is because; marketing strategy can be used as a fundamental tool which can be planned systematically in obtaining the company's goal, by developing its competitive superiority through the market entered and marketing program that is used to serve the target market. This research is done in Toyota Astra Motor by using questionnaire as a research instrument, which is filled by customer, the management staff of the company until the second level (supervisor). In this research the writer uses two analysis tools, they are SWOT diagram analysis (4 quadrant), and SWOT matrix analysis (4 cell) .The use ofSWOT Diagram analysis is to determine the company's position according to the strength and the weaknesses possessed by the company and also the threats and opportunity faced by the company. While the SWOT matrix analysis is done to be able to determine another alternative for company's strategy. The result ofthis research shows that the business position ofToyota Kijang Innova is on the second quadrant for the SWOT analysis. This result shows that Toyota Kijang Innova is at the growth position. Based on that analysis, the company can use the combination ofST strategy alternative. The strategy instrument that can be done by the company to use the strength in order to reduce the threat is by improving product and service quality to the customer, and price level adaptation to surpass low product demand, maintain the product quality, service to the customer and price level adaptation which is relatively better than the competitor, using province economic potency to increase market segment, improve and apply drive to change in order to settle the insufficient support from the university and the government policy.