PERUMUSAN STRATEGI PEMASARAN JASA PADA PT. KERETA API INDONESIA DALAM MENGHADAPI PERSAINGAN ANTAR MODA TRANSPORTASI TRAYEK JAKARTA-SURABAYA (Pada KA. Argo Bromo Anggrek)
| Main Author: | Satryo, Fadjar Budi |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2008
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/7557/1/i.pdf http://eprints.umm.ac.id/7557/ |
Daftar Isi:
- The research was done at Indonesia Train Company (PT. Kereta Api Indonesia) by case study at Argo Bromo Anggrek train titled “Marketing Strategy Formulation at Indonesia Train Company (PT. Kereta Api Indonesia) in facing Competition Among Transportation Moda in Jakarta-Surabaya Line Section. The research aimed to find out the exact marketing strategy to be used by Indonesia Train Company, especially for Argo Bromo Anggrek train in facing competition among transportation moda by analyzing internal and external environment. Analytical tool used to find out strategies which could be run by the organization was Strength Weakness Opportunities and Threat (SWOT) analysis. The analysis able to find out what strategy to apply on the organization. According to the research and discussion, there could be concluded that Indonesia Train Company should pay attention to all company elements since all elements has major role in applying their product to the consumer so that the consumer could be a loyal customer. Beside, Indonesia Train Company should be dare to try the promotion for its product, so that the consumer would be closer. Strategy fitted with the Indonesia Train Company was service development strategy, where in the same market and limited fund in early investment, Indonesia Train Company should increase the service product of Argo Anggrek, so that Argo Bromo Anggrek and Indonesia Train Company would be able to compete with another transportation moda. From the research could be concluded that competition in transportation industry was so tight with wide-opened market It would be better that in facing the competition all organization should pay attention to the facility they had. So did Indonesia Train Company which should paid attention to the quality of human resource and facility beside the social mission. So that the consumer would be loyal, not just because of the cheaper ticket but also the quality of service product.