ANALISIS STRATEGI PEMASARAN MOBIL MERK WULING PADA PT. PUTRA PERDANA INDONIAGA CABANG KENJERAN DI KOTA SURABAYA

Abstract

Wuling has the largest market share when compared to its competitors, which is seen from the mark et share in car sales at Wuling as much as 42.3% while its competitors, namely Suzuki, can only produce a market share of 17.0%, followed by Hyundai 13.5%, Lexus 12.3% and DFSK 5.4%. The purpose of this research is to find out the marketing strategy that should be carried out by PT. Putra Perdan Indoniaga Kenjeran Branch in Surabaya City. The method of data analysis used is descriptive analysis with a qualitative approach using SWOT, IFAS, EFAS, and SWOT Matrix analysis. The results of the study show that the strategy implemented by Wuling Motors in entering the international market is to apply an aggressive strategy. From the results of data analysis using the IFAS matrix, it can be seen that Wuling Motors has strengths that are higher than weaknesses. From the results of data analysis with the EFAS matrix, it can be seen that the opportunities are higher than the threats. Based on these results, the appropriate strategy to apply to Wuling Motors is Wuling Motors' Aggressive Strategy by means of market penetration, market development and product development.