FAMILY BUSINESS MARKETING PRACTICE: A CASE STUDY IN THE TIMES OF COVID-19

PT. PRIMA TUNGGAL MANDIRI is a company or family business that was founded in 2011 in Semarang. Engaged in the automotive industry, which is a tire distributor, wholesale and retail trade, then ventured into car and motorcycle repair shops. Tires are one of the commodity items which have triggered increasingly competitive business competition. In 2018 this company launches a new service, on the road service (OTR Service), which offers professional mechanical call services, affordable prices, and promotes convenience and comfort for consumers. But even though it has been running for almost two years since it was launched, the development of the number of customers has not been as expected and has not had a big impact on the company. This makes the company feel the need to evaluate its marketing strategy. The purpose of this study is to evaluate the marketing strategy of the OTR Service service, define problems and challenges, then formulate a marketing strategy to optimize OTR Service service opportunities. The results showed the marketing strategy undertaken by PTM was inefficient and ineffective due to the lack of resource capabilities and competencies, and the absence of a matrix or measurement in each of its marketing activities.