| dc.description.abstract | The competition of Suzuki brand motorcycle selling condition in
Jogjakarta territory is very competitive. This is because there are two
official main dealers ofSuzuki motorcycle that is PT. Indo Jaya Motor and
PT. Kharisma Mataram Jaya Gemilang Motor. The fast growing market
conditions open the opportunity to build business in the field ofmotorcycle
selling. The one that make this more interesting is how to make a better
market share and to keep this business survives from the attack of the non-
Japanese motorcycle brand especially the motorcycle product from China.
The problems formulations in this research were to identify the
efforts ofPT. Indo Jaya Motor to increase the optimal quality strategy to
win the incoming emulation from PT. Kharisma Mataram Jaya Gemilang
Motor as a Japanese Brands and from non Japanese Brand. And the second
problem is to identify the marketing strategy that will be conducted by PT.
Indo Jaya Motor to get the marketshare.
In answering the problems above, the writer used qualitative
analysis. Qualitative analysis is an analysis in the form of non-statistic
realized by the result of the observation that will be used as the data
analysis served in the form of table. The instrument used is SWOT.
Analysis and industrial structure analysis. The primary data source is taken
from the interview in Indo Jaya Motor and secondary data from scientif
books, newspaper and another literature.
The result is PT. Indo Jaya Motor has to maintain service quality
with the orientation of customer satisfaction, extending new market
segment, motivating sales force with the regular training, promoting to
market target, and doing intensive promotion to targeted market. Also they
have to maintain the existing market with the service of after sales service,
come up differently with the inwrought service quality excellent, improve
professionalism of sales force, repair reward system and maintain the
existing network. One thing that can be considered in this business is the
condition in the country which is unstable and the economic conditions
because ofthe multi dimension crisis. This condition make the people wait
to buy the motor transportation. | en_US |
