ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH ANGGOTA PADA KSP MAKMUR MANDIRI CABANG SIBORONG-BORONG

Abstract

This study aims to determine the analysis of marketing strategy in increasing the number of members at KSP Makmur Mandiri Siborong-Borong Branch. This study uses data sources with interviews from 5 informants. The data collection tool used is interviews from main and supporting informants.

KSP Makmur Mandiri Siborong-Borong Branch to increase the number of members carried out a market segmentation strategy. The segmentation carried out is more focused in allocating funds. Then segmentation is the basis for determining the components of the strategy. This segmentation is carried out as a key factor to beat competitors by grouping the market into market segments, then selecting and setting certain market segments as targets by segmenting as strategy mapping (mapping the market into several segments) and static attribute segmentations (looking at the market based on geographic and demographics). In increasing the number of members, KSP Makmur Mandiri Siborong-Borong Branch needs to implement a marketing strategy that can affect the increase in the number of members. KSP Makmur Mandiri Siborong-Borong Branch ensures that the selected market segment is large enough and will be quite profitable for the company or can choose a segment that is currently small, but attractive and profitable in the future. Carry out a targeting strategy to measure competitive advantage, and must have sufficient strength and expertise to dominate the selected market segment by optimizing all existing efforts effectively and efficiently so that the targeting will be in accordance with market conditions.

In dealing with the increase in the number of members, the strategy of KSP Makmur Mandiri Siborong-Borong Branch is to promote by going directly to the community through direct socialization about the products that exist in KSP Makmur Mandiri Siborong-Borong Branch, and by way of publication through mass media, spreading some brochures to provide information about the products available at KSP Makmur Mandiri Siborong-Borong Branch.