Strategi Pengembangan Bisnis pada Jasa Pencucian Mobil (Studi pada Doorsmeer Pianggu di Jalan HM Joni No 56A Medan)

Abstract

The population of vehicles and the high interest of consumers using a motor vehicle encourage service doorsmeer slowly envolving. Doorsmeer service or business of laundering vehiclescan help clean vehicles and give an advantage owners.Pianggu Doorsmeer is the one type of four-wheeled vehicle washing business are located in Medan and requires the right strategy to operate and expand its business. The purpose of this study was to determine and describe the internal factors and external factors approach to SWOT. The SWOT analysis is done to make it easier for Doorsmeer Pianggu supervise and control to evaluate the strategies adopted. Forms of the research used is the descriptive research method with qualitative approach. The data used are primary data and secondary data. Primary data is known throygh observation and interviews with the main informants and key informants. While secondary data obtained through literature by studying books and thesis related to this research. Data analysis techniques used this research is SWOT analysis to identify internal and extenal factors of business, after which these factors have beeb prepared using the SWOT matrix. Results of the matrix can produce four set of possible alternative strategies, namely SO, WO, ST and WT. Based on the results of studies using SWOT matrix and SWOT diagrams, it can be known the business Pianggu Doorsmeer placed in SO quadrant, whew the business has been able to harness the full power to take advantage of opportunities as possible. Stretegies that can be done to develop Doorsmeer Pianggu namely product development strategies such us innovation services produced for the market is not saturated using technology laundering snow, market penetration strategies such as offering a cheaper price laundering or competing, applying a discount on certain days,concentric diversification strategies such as adding new product or services but remains related to its core business, such as adding a garage, adding sales of car accessories and spareparts.