STRATEGI PEMASARAN TOYOTA DYNA UNTUK MENAIKAN VOLUME PENJUALAN

ANGGRAHAENI, NIKEN (2007) STRATEGI PEMASARAN TOYOTA DYNA UNTUK MENAIKAN VOLUME PENJUALAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Todays automotive industry competition is getting sharper and sharper. As one of the key players in the domestic market, Toyota produces truck Dyna model to compete into twoton commercial vehicle market. In this market, Toyota might be acknowledged as a new comer, compared with the other competitor (Mitsubishi with its Canter-truck, Isuzu with Elftruck) that have been starting to dominate the domestic market. The market share of two-ton commercial vehicle, accounts as many as 10% of the total vehicle in 2006, is a very interesting to be grabbed. To compete or even win the competition, Toyota has been conducting innovation technology of Dyna products which was launched in the early 2007. The new engine Euro II and additional innovation such as Turbo Intercooler, of which was predicted to attract market sales, was apparently having un- favor experiences. The selling point on semester 1 2007 decreased, if it compared to one year before. This trend made the researcher intended to asses about the cause of the decrease of selling point. The research conducted to 150 respondents (entrepreneur from various industry/business segment) in Jakarta, Bekasi and Tangerang with data collection method by using questionnaire method and also the use of SPSS 12 software for data processing, to obtain analytical result from the existing problems. The research result shows that factors which influence the customer in buying Dyna are : 1. Product Performance 2. Brand Image of Toyota 3. Product Economic Value The innovation of machine performance and design didn’t enough to penetrate the market. Besides a good product, customer considers “After Sales Service” problem and also availability of spare parts. The facility of PLD (Dyna Service Center) achieves good response from Dyna users, so it is necessary to promote it more intensively. Because Dyna is commercial vehicles, price factor was quite sensitive for the customer. Discount program is still the most demanded program, and as well as the price and availability of spare parts that become the main consideration of vehicle purchase. Briefly, the researcher recommends several issues :  There is a need to conduct a deeper research to determine the correct and suitable product innovation that suit with customer’s need.  Explanation from salesman about the innovation details are needed to be improved more so that customers clearly know about the excellence of the products.  There is also a need to produce high quality spare parts with affordable price.  Customer education process about the professional/program product and service, need to be conducted so that the customer acknowledges about the added value. Advertising through the media need to be done, but the important issue is how to develop good relationship with the customer (becoming trustable partner) so that they can have a complete solution to fulfill their business needs. The reasearcher expects that this research may be useful for the company in facing sharper competition and also in reaching the targeted selling point.

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