The automotive industry, in particular
the automotive dealer of premium cars, today faces great opportunities in
Indonesia. An increase in the number of population is accompanied by an
increase in Indonesia’s upper middle economic-class, which has driven the
players of this industry seize the opportunity. This opportunity was responsed
positively by PT. Astra International Tbk. - BMW Sunter branch to develop its
business in the industry in terms of increasing its sales and becoming the
number one player in the business.

In order to support
the realization of BMW’s desired goal in future periods, a marketing strategy
is designed for the next 3 years. Strategy formulation starts from external and
internal analysis. Then proceeds with the SWOT Matrix to produce strategies and
marketing programs. To choose the most suitable strategy, decision analysis is
used to consider the risks that would arise from such a strategy.