Analisis Strategi Pemasaran dalam Penetapan Harga untuk Ekspor Kereta Api pada PT Inka (Persero)

Authors

Aulia Adzma Alyko Universitas Padjajaran
Yunizar Universitas Padjadjaran

DOI:

Abstract

This study aims to determine the export pricing strategy for train products carried out by PT INKA (Persero) to Thailand. The method used in this research is qualitative with data collection techniques in the form of interviews, documentation, and observation. Data analysis using pricing methods, namely Cost-Oriented Approach, Supply-Demand Approach, Customer Oriented to determine the projected selling price with variable costs to be incurred and Strength, Weakness, Opportunity, and Threat (SWOT) analysis to determine internal and external obstacles in achieving pricing. The results in this study are an estimated selling price of around 1.4 million USD or 22,000 million rupiah per unit, obtained a projected markup of the selling price ranging from 4% - 5%. Consumers are categorized as price shoppers, convenience shoppers, and service/features shoppers. For SWOT analysis, the Strength score is 1,600, Weakness is 1,625, Opportunity is 1,550 and Threat is 1,375 so that it is known that the company's position is in quadrant III (turn around). The company must be able to make appropriate and careful strategic adjustments based on activities that seek to minimize weaknesses and avoid threats.

Keywords: Export Train, Pricing, Strategy, SWOT Analysis.

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