ANALYSIS OF MARKETING STRATEGY FOR MARINE TECHNOLOGY IN PT GEMILANG ANANTA, SOUTH JAKARTA, INDONESIA

Abstract

The purpose of this research are to identify the internal and external factors, formulate the alternative strategy that obtained based on the result of analysis, and to find the most appropriate alternative strategy to be used by the company. This research is qualitative research with few quantitative data to support the analysis. The sample is non-probability sample which is judgment sampling. The data collected through observations of the marketing activities, interview and questionnaire against four people as the sample who handle directly this marine technology product since in the beginning, and document. This research uses IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix, and QSPM Analysis. In result of IFE Matrix, the versatility of G-AIS gives many contributions to the user as the strongest factor of the strengths is 0.452. As the most weakness is many ideas from marketing department that has not implemented yet is 0.251. In result of EFE Matrix, technology is growing rapidly as the highest is 0.403. As the most threat is network problem is 0.358. SWOT matrix produced nine alternative strategies that can be used as a business development efforts, those are add more appropriate target market, try to utilize the high technology for promoting G-AIS, always give the direction and motivation its employee, adding new sales employee, improving service and quality of the product to customers, giving market education, create an interesting G-AIS product and service package, doing evaluation and study about the company’s ability in facing the competition, and improving the promotion. Based on QSPM analysis, the best strategy to do is improving service and quality of the product to customers with a value of TAS is 6.826.