Analisis Perencanaan Strategi untuk Meningkatkan Penjualan Sepeda Motor Yamaha pada PT Alfa Scorpii Cabang Sentral Yamaha

Abstract

To achieve expected profits, businesses must implement effective strategies aligned with internal and external environmental conditions. A thorough analysis of the business environment enables companies to develop strategies that positively impact growth and competitiveness. Yamaha is a strong motorcycle brand with a well-established image. In Medan, Yamaha operates 13 official showroom dealers, 7 of which are managed by PT Alfa Scorpii. One key sub-dealer, PT Alfa Scorpii Sentral Yamaha Branch, provides 3S services (Sales, Service, and Spare Parts). Between 2022 and 2023, PT Alfa Scorpii Sentral Yamaha Branch faced fluctuating sales performance, prompting the need for alternative strategies to sustain growth. This study employs qualitative and quantitative methods, using primary data from observations and secondary data from various sources. The analysis applies Porter’s Five Forces, SWOT, and QSPM frameworks. Findings reveal high competition, low threats of substitutes and new entrants, and significant bargaining power of suppliers and customers. The IFE and EFE scores of 2.97 and 2.94 place the company in the Hold and Maintain quadrant of the matrix. The recommended strategy is to increase productivity per salesman. Enhanced sales productivity directly boosts overall sales volumes, addressing competition and market challenges effectively. This strategy achieves a Total Attractiveness Score (TAS) of 7.93, making it a priority for improving sales performance at PT Alfa Scorpii Sentral Yamaha Branch.