TA DIGITAL
Penerapan strategi marketing pada penjualan produk toyota forklift PT. Traktor Nusantara Semarang
The purpose of the study was to find out fully and clearly about the marketing strategy adopted by PT Traktor Nusantara Semarang branch to increase volume sales for the product of Toyota forklift. The method of collecting the data were interview, observation and literature studies. The data collected were primary and secondary. This type of the research was discriptive qualitative that gave description on the factual and accurate fact, caracteristic and relations about marketing strategy to increase volume sales. It was found that the strategy adopted by PT Traktor Nusantara Semarang branch is marketing mix consisting of product, price, place and promotion in efforts to increase volume sales of product of Toyota forklift. The product strategy adopted by company is quality and brand image of product. The company set the price based on the priciple price from Toyota and currency changes as well. About promotion strategy, company used promotion mix consisting of sales promotion, personal selling, advertising, public relations and direct selling. The company used direct distribution for distributing the product to customers
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