STRATEGI PEMASARAN FORKLIFT LINDE DI PT LINESIA ADOFA LESTARI

This study aims to determine the marketing strategy that used by PT Linesia Adofa Lestari in marketing Linde forklift product, so we can evaluate if there any problem in marketing the product and try to find the best way to improve the market of Linde forklift. The data was collected through observation and documentation as a compliment. The approach of this study was descriptive analysis. The result showed that this company already applying the segmenting, targeting, and positioning (STP) method also a marketing mix strategy 4P which is consisting of product, price, place, and promotion. PT Linesia Adofa Lestari used variables for business market for the segmentation, which is almost all variables could be reached by the company except in situational factor variables in terms of urgency. It is because PT Linesia Adofa Lestari still use the indent system to made the order. In Terms of market targeting PT Linesia Adofa Lestari took Industry company that put eficiency and safety work above all as the target. In terms of positioning PT Linesia Adofa Lestari uses “Linde for your performance” sentence to be more remembered by the public. PT Linesia Adofa Lestari has already done Implementing the overall from marketing mix strategy, except in promotion strategy is need to be improve. It is because all this time PT Linesia Adofa Lestari only used one method for promotion that is personal selling. Keywords: marketing strategy, marketing mix, segmenting, targeting, positionin