Perencanaan Strategi Pemasaran Menggunakan Analisis SWOT dalam Meningkatkan Volume Penjualan Showroom Rajawali Motor

Abstract

Rajawali motor is one of them is buying and selling used goods, the price is more affordable but good quality. The research method is a means of finding, gathering, compiling and recording both primary and secondary data used for the purpose of compiling scientific work. The marketing strategy carried out by Shorum Rajawali Mobil, especially through the determination of the marketing mix strategy, is an important point for the company to achieve its marketing goals by increasing sales volume. This study uses qualitative methods using primary and secondary data types. The results of the study state that used car sales have decreased due to intense competition from companies in the same field of buying and selling used cars and the public's declining interest in buying. This showroom has used a SWOT analysis from its internal strengths, namely providing friendly service and conducting promotions on social media and externally, the more competitors for the same company, the purchasing power of people who buy decreases. Companies need to implement competitive strategies, build competitive advantages, and develop competitive pricing strategies. Businesses must conduct market research and improve or add promotional strategies such as advertising and social media promotion.