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Capella Mazindo Essay

1548 Words7 Pages

Research proposal

Research question:

Should PT Capella Mazindo increase its number of firms in Medan to increase its Market Segment?

Rational

PT. Capella is one of the appointed car dealers in Sumatra region of Indonesia and PT. Capella Mazindo is one of the product mix offered by the Capella Group and currently is the only Mazda dealer in North Sumatra. It is established not long ago, but has only one outlet so far and the total market share is way lower than other cars.

Mazda is a new product in Indonesia, hence PT. Capella Mazindo has a potential to be a successful Mazda dealer in the future if it can maintain as the only Mazda dealer and increase its Market share. I suggest that PT Capella Mazindo should build more outlets particularly …show more content…

Over the years, it has established its brand’s name and benefit from a larger economies of scale. It has now over 20 showrooms spread around the province of Sumatra.

PT Capella specializes in selling variety types of cars, including Peugeot, Daihatsu, Isuzu, and Honda. This includes different product lines such as bus, motorcycles, wider cars, and sedan. This has proven effective because it cover convenience, lower class, and middle class customers.

Just recently, Mazda Motor Corporation from Japan has given the dealership to PT Capella Group to sell their product in Sumatra. It is established in 2008, where the branch is called PT Capella Mazindo.PT Capella Mazindo became the first Mazda dealer company in Medan and this has a potential of becoming a threat amongst its competitors.

However, so far until 2014 it has only a single branch located away from downtown. Although its revenue cannot cover its cost, the potential of this company cannot be measured as it has increase its brands name towards the citizens of Medan.

As such, considering when to expand this company is crucial to the growth of the company.

Therefore, this report will focus on “Should PT Capella Mazindo build more firms in Medan to increase its Market

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