Research Paper
Year: 2021 | Month: September | Volume: 8 | Issue: 9 | Pages: 261-274
DOI: https://doi.org/10.52403/ijrr.20210936
Analysis of Marketing Strategy of PT. ERP as a Modern Smartphone Retailer
Izzati Aqmarina1, Arif Imam Suroso1, Joko Ratono1
1IPB University, School of Business, Jl. Raya Pajajaran Bogor, Indonesia
Corresponding Author: Izzati Aqmarina
ABSTRACT
In the last five years, smartphone sales have increased by an average of 2% annually. This increase is supported by the era of globalization and technology that makes smartphones become one of the needs at this time. At the level of competition between modern retail players who are very competitive, directly causing PT. ERP should carry out a strategy to increase its sales. PT. ERP as one of the retail players needs to recognize the strengths and weaknesses of the company in competition against competitors and need to recognize the opportunities and threats that exist in the market. Considering this background, the objectives of this study are: (1) Analyzing the market share of PT sales. ERP and sales volume growth rate (2) analyze internal strengths and weaknesses pt. ERP and opportunities and threats to PT. ERP (3) formulate and effective marketing strategy for PT. ERP to increase sales. This study employed the descriptive with guided group discussion, in-depth interviews and using BCG matrix anaylze and so SWOT analysis. The result showed that, PT ERP should focus on strengthening marketing materials related to the officiality of the product, as well as vigorously conducting exchange promos for outlets located in the Mall, WO strategy that can be applied is cooperation with brands related to sales training, as well as ST Strategy is to open outlets outside the Mall, while the WT strategy that can be done is strengthening the price strategy and the implementation of scheduled promotions.
Keywords: BCG, PT. ERP, Retail, Smartphone, SWOT.
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