Analisis strategi pemasaran dan prospek pengembangan produk metal di PT. Panca Harapan, Jakarta:

Abstract

PT. Panca Harapan (PH) is a company which is process metal with clopen rack as the main product. The company already had ISO 9001:2000/SNI 19-9001:2001 released by Sucofindo. To anticipate the sales fluctuation, it is needed a good marketing. There for the aim of this research, are (1) to identify and evaluate the position and condition of PT. PH, (2) to create the right strategy in developing the business, and (3) to analyze the development strategy of PT. PH. Research was conducted in PT. PH, which is located in Grogol, Jakarta. Primary and secondary data were collected. The primary data were obtained through interview with the owner and managerial staff, which were production and marketing manager. The secondary data were obtained through relevant literatures. The data were analyzed by using IFE (Internal of Factor Evaluation) matrix, EFE (External of Factor Evaluation) matrix, IE (Internal-External) matrix, SWOT (Strengths- Weaknesses-Opportunities-Threats) matrix and QSP (Quantitative Strategic Planning) matrix; also using financial ratio, which were Payback Period (PBP), Benefit/Cost (B/C) Ratio, Break Even Point (BEP), Net Present Value (NPV) and Internal Rate of Return (IRR). The result showed that alternative strategies which could be applied in PT. PH were (a) maintaining the product quality and have a characteristic to anticipate business emulation, (b) product innovation and variation based on technology, (c) giving product guarantee to attract customers and maintain their loyalty, (d) developing new branches in big cities in Indonesia to extend market share, (e) extending market in other cities in Indonesia through promotion media, (f) developing its own distribution line, and (g) developing cooperation with bigger company. The result of financial aspect, that was PBP, NPV, B/C ratio, BEP and IRR, showed that the company was equitable financially.