SWOT ANALYSIS OF MARKETING STRATEGIES IN INCREASING SUZUKI CARS SALES BY PT MEGAHPUTRA SEJAHTERA

Abstract

This research aims to analyze strengths and opportunities, overcome weaknesses and threats. PT Megahputra Sejahtera has many great strengths, an extensive distribution network. This research is a descriptive qualitative research, and the data collection method used is interviews. The results showed that the main strengths of PT Megahputra Sejahtera lie in its strong brand reputation and extensive distribution network. In terms of product innovation and operational efficiency are the main problems found. Positive economic growth, increasing consumer purchasing ability, increasing promotions, holding exhibitions or display units or showroom events at the office are great opportunities that can be utilized by the business, while the threats faced include intense market competition and the condition of human resources is not optimal with the strategies that have been made. By applying SWOT analysis correctly and implementing effective marketing strategies, the company can strengthen its position in the market and increase sales.