Analisis dan Pengembangan Strategi Pemasaran Mobil Bekas dengan Pendekatan SWOT dan QSPM (Studi Kasus: CV. X Pekanbaru)

Abstract

A competitive used car business  is always about how to manage   marketing to meet today's and tomorrow's market needs With an inventory of over 15 cars of various brands and types, the company serves diverse consumer segments from economy to premium classes.   CV. X Pekanbaru faces serious challenges in its marketing strategy, including high dependence on traditional marketing methods lack of product differentiation, ineffective customer loyalty programs, and suboptimal utilization of customer data. The aim of this research is to analyze and formulate effective marketing strategies for CV.X  Pekanbaru   in facing competition in the used car industry. The methods   used in this study are SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify the company's internal and external  factors,   followed by QSPM (Quantitative Strategic Planning Matrix) to determine strategy priorities.