ANALISIS STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN PENJUALAN PADA BISNIS JASA PERBAIKAN ROTATING EQUIPMENT DI PT. SULZER INDONESIA
Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh PT. Sulzer Indonesia dalam meningkatkan penjualan pada sektor jasa industri, khususnya pada perawatan peralatan berputar (rotating equipment). Pendekatan penelitian bersifat kualitatif dengan dukungan analisis SWOT, matriks SPACE, IFAS, dan EFAS untuk mengevaluasi kondisi internal dan eksternal perusahaan. Pengumpulan data dilakukan melalui wawancara dan observasi langsung. Hasil penelitian menunjukkan bahwa perusahaan berada pada kuadran agresif dalam matriks SPACE, yang mencerminkan kekuatan internal yang solid dan peluang eksternal yang mendukung. Strategi pemasaran yang diterapkan meliputi peningkatan promosi,
peningkatan keandalan layanan, serta peningkatan keterlibatan pelanggan melalui kunjungan aktif dan pengumpulan masukan. Strategi ini diharapkan dapat meningkatkan kepuasan pelanggan, memperluas jangkauan pasar, dan memperkuat keunggulan bersaing perusahaan.
Kata Kunci: Strategi Pemasaran, pelatihan
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