The Analysis of Competitive Strategy of PT. Indo Jaya Motor to Face the Japanese and Non Japanese Motorcycle Brand

Abstract

The competition of Suzuki brand motorcycle selling condition in Jogjakarta territory is very competitive. This is because there are two official main dealers ofSuzuki motorcycle that is PT. Indo Jaya Motor and PT. Kharisma Mataram Jaya Gemilang Motor. The fast growing market conditions open the opportunity to build business in the field ofmotorcycle selling. The one that make this more interesting is how to make a better market share and to keep this business survives from the attack of the non- Japanese motorcycle brand especially the motorcycle product from China. The problems formulations in this research were to identify the efforts ofPT. Indo Jaya Motor to increase the optimal quality strategy to win the incoming emulation from PT. Kharisma Mataram Jaya Gemilang Motor as a Japanese Brands and from non Japanese Brand. And the second problem is to identify the marketing strategy that will be conducted by PT. Indo Jaya Motor to get the marketshare. In answering the problems above, the writer used qualitative analysis. Qualitative analysis is an analysis in the form of non-statistic realized by the result of the observation that will be used as the data analysis served in the form of table. The instrument used is SWOT. Analysis and industrial structure analysis. The primary data source is taken from the interview in Indo Jaya Motor and secondary data from scientif books, newspaper and another literature. The result is PT. Indo Jaya Motor has to maintain service quality with the orientation of customer satisfaction, extending new market segment, motivating sales force with the regular training, promoting to market target, and doing intensive promotion to targeted market. Also they have to maintain the existing market with the service of after sales service, come up differently with the inwrought service quality excellent, improve professionalism of sales force, repair reward system and maintain the existing network. One thing that can be considered in this business is the condition in the country which is unstable and the economic conditions because ofthe multi dimension crisis. This condition make the people wait to buy the motor transportation.