Puspita, Dinda Putri (2026) Strategi Pemasaran Dalam Upaya Meningkatkan Omzet Pada PT. Dharma Motortama Nusantara. Diploma thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the implementation of marketing strategies at PT Dharma Motortama Nusantara Surabaya Branch, identify the factors causing the decline in sales turnover, and examine the company's efforts to improve sales through marketing strategy enhancement. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation, and analyzed using the Segmentation, Targeting, Positioning (STP) approach, the marketing mix (7Ps), SWOT analysis, and an evaluation of the company's business Process and internal procedures. The results show that the company focuses its Segmentation on Business-to-business (B2B) customers and positions itself as a provider of industrial solutions emphasizing Product quality and professional services. The marketing mix is implemented through quality Products, a fixed pricing system, distribution via head and branch offices, Promotion through personal selling, tender participation, and customer referrals, supported by the People, Process, and Physical Evidence elements. Sales turnover declined during the 2022–2025 period due to fewer projects, increasing competition, changing market conditions, limited acquisition of new customers, the dual role of the Branch Manager in the marketing function, and an inefficient quotation procedure. The company responded by improving service quality, strengthening customer relationships, expanding market segments, optimizing digital Promotion, improving marketing staff competence, and evaluating its marketing strategy. The study concludes that the marketing strategy has been implemented effectively but has not yet been able to improve the company's sales turnover optimally. Keywords: Marketing strategy, STP, Marketing mix (7Ps), SWOT analysis, sales turnover, Business-to-business (B2B).
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Finance and Banking Diploma |
| Depositing User: | DINDA PUTRI PUSPITA |
| Date Deposited: | 29 Sep 2026 02:28 |
| Last Modified: | 29 Sep 2026 02:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14449 |
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