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Abstract
This research was conducted on the business of selling the Nissan car brand at its official dealer in Tegal City. Thus, the object of this research is PT Wahana Rejeki Mobilindo in Tegal City, which has its address at Jalan Kolonel Soegiono No. 124, Kemandungan, City of Tegal. The subject of this research is the manager of PT Wahana Rejeki Mobilindo in Tegal City.
Data collection on research subjects was carried out by means of a one-stage study, namely research in which data were collected all at once. The data collected can be in the form of data from one or several research subjects covering one or several time periods (days, weeks, months and years).
The results of the study: 1) there are several strengths that have been expressed at PT Wahana Rejeki Mobilindo, namely a reliable marketing communication system and the distribution of brochures that are often carried out continuously (continuously); good service quality, mastery of qualified product knowledge marketing , good product facilities and services ; the establishment of a harmonious and well-maintained relationship between employees and the relationship between leaders and subordinates; the formation of synergistic work coordination can be created through a good relationship system between these organizations. 2) there are several weaknesses in PT Wahana Rejeki Mobilindo with details, namely the level of sales and profits that are lacking in the company; the level of satisfaction, loyalty and the number of employees who are less in the company. 3) there are several opportunities that need to be seized by PT Wahana Rejeki Mobilindo, namely consumer perceptions of the price of Nissan products; comparison of product prices with competitor prices in the same class, product availability and government support; cooperation with finance companies and insurance and spare parts availability. 4) there are several threats that need to be immediately anticipated by PT Wahana Rejeki Mobilindo, namely product designs that are less good than other similar products; consumer perceptions of nissan products, marketing areas and competitors' marketing strategies.
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