Perencanaan Stratejik Pemasaran Jasa Pengelolaan Gedung Pada PT. Multicentral Aryaguna

Djaelani, Adnan (2009) Perencanaan Stratejik Pemasaran Jasa Pengelolaan Gedung Pada PT. Multicentral Aryaguna. Masters thesis, Universitas Terbuka.

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Abstract

This research was aimed to formulate marketing strategy at PT Multicentral Aryaguna (PT MCA) by implementing qualitative-descriptive method. The subjects of this study were company directors who have knowledges and experience in operating business. Data collection then was based on knowledges and understanding of researcher, supported also by secondary data obtained from company internal reports and other external data sources. Analitical tools used in this study were EFE matrix. IFE, SWOT, and QSPM, Result showed that product development strategy was the most fit with external and internal condition of PT. MCA. This strategy was still fit with existing product and supporting parking management. Suggestions which could be proposed were : (1) to carry-out evaluation existing service it was still inadequately and partially developed, so that company could develop its business, products, or market wider, outside indomobil group; (2) to develop HR capabilities through education program and training to support company business core in service (3) to increase promotion or marketing to acquire lessee and management service outside indomobil group for optimizing (:ashfiow, and increasing income or profit; and (4) to attempt efficiency so that rent price and management service be more competitive.

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