Strategy of service marketing at office automation rental division PT. trikarsa Sekar Sejahtera Jakarta

DIPTA, Arya Rahman, Ir. Hilman Najib, MA

2002 | Tesis | Magister Manajemen

Thesis ini mencoba mempelajari pemasaran industri jasa khususnya jasa penyewaan mesin photocopy dan factor-faktor yang mempengaruhinya. Perangkat analisa yang digunakan adalah analisa matrik profil competitive, analisa bauran pemasaran (marketing mix) dan analisa SWOT. Analisa matrik profil competitive digunakan untuk mengidentifikasi posisis relatif perusahaan dengan pesaingnya. Analisa marketing mix digunakan untuk mengetahui keunggulan kompetitif dari produk jasa perusahaan yang memberikan nilai (value) positif terhadap pelanggan. Sedangkan analisa SWOT digunakan untuk kekuatan (strength), kelemahan (weakness), kesempatan (opportunity) dan ancaman (threat) yang dimiliki perusahaan. Had dari analisa menunjukkan bahwa strategi pemasaran yang dijalankan oleh perusahaan memadai untuk bersaing dan usulan - usulan diberikan guna mendukung perusahaan dalam bersaing di masa mendatang.

This thesis is trying to study the service industry marketing especially in copier machine rental business and factors that influence it. Analysis tools that use in this analysis is the competitive profile matrix analysis, the marketing mix and SWOT analysis. The competitive profile matrix analysis is use to identify company relative position from its competitor; it also shows the advantage of the competitor. The marketing mix analysis is use to know the competitive advantage of company’s service product that give positive value to its customer. While the SWOT analysis is use to show an overview of the company internal strengths & weaknesses related with external opportunities & threats. The result of the analysis shows that the current marketing strategy implemented was appropriate to compete and improvement or additional strategy was suggested to support company in competing in future time.

Kata Kunci : Strategi Pemasaran,Industri Jasa, service industry marketing, competitive profile matrix, marketing mix, SWOT analysis, positive value to its customer, strengths, weaknesses, opportunities, and threats