MARKETING STRATEGY OF MICRO CAPITAL SERVICE UNIT CREDIT FINANCING PRODUCTS (ULaMM) IN ACHIEVING THE COMPANY'S TARGET PT. PNM AT JAKARTA BRANCH

Abstract

Marketing strategy is a planning plan within a company to achieve marketing targets for products marketed within the company. This research aims to analyze the marketing strategy of PT. PNM Jakarta Branch in marketing Micro Capital Services Unit (ULaMM) products. The research was conducted using qualitative methods through direct interviews and observations with ULaMM and AOM Business Managers. The research results show that the marketing mix strategy implemented, including segmentation, targeting and positioning, contributes significantly to achieving company targets. The key success factors include several provisions, namely AOM is required to carry out marketing in accordance with the RPAH, carry out marketing activities, hold joint meetings or outreach with the micro, small and medium entrepreneur community on a regular basis, participate or play a role in local events or activities, both social and commercial, following up on prospective customer references that come from current existing customers or those that are known to have a good reputation. This research provides implications for the importance of innovation and adaptation in marketing strategies to increase company competitiveness amidst increasingly fierce market competition.