MARKETING STRATEGY FOR HEAVY EQUIPMENT RENTAL SERVICES IN FACING PANDEMIC COVID 19 Dwiki Putra Bhagaskara (1), Aldy Alexander (2), Muhammad Nur Aziz (3), Kukuh Lukiyanto (4*)
1)2)3) Management Department BINUS Online Learning, Bina Nusantara University Jakarta, Indonesia
4)Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia
Abstract
This study aims to find the right marketing strategy for the business of selling heavy equipment rental services during the covid 19 pandemic. The research method used is qualitative, data collection is carried out through interviews with all employees of CV Aneka Tractors. The data analysis process uses an analytical tool, namely Nvivo 12 Pro to obtain factors that influence both internal conditions and strategic steps taken by the CV Aneka Tractors company. The results showed that CV Aneka Tractors, which initially focused on government projects (B2G) and private projects (B2B) had to switch to the individual/community (B2C) sector. The B2C sector is an opportunity that is open during the Covid 19 pandemic. So this research can provide information that during the Covid 19 pandemic not all consumer sectors can make the best contribution, especially in the heavy equipment rental service industry. With the strategy of shifting the target focus to the B2C sector by regulating the pattern of services offered and establishing cooperation and minimizing payment deadlines, the company can survive. From this research we also see how important marketing planning is in keeping the company operating.
