| PT. Bintang Wistar Kencana is a trading company that just develop to its division, namely for power tools division with brand Tagawa. A company that positions itself as a market follower requires an appropriate marketing strategy to increase sales and brand awareness of Tagawa which is a new brand of power tools due to increasing competition in the market share of these power tools. Formulation determination of this strategy consists of three stages: input stage consisting of a matrix of IFE and EFE to know the strengths, weaknesses, opportunities, and threats that are owned by the company, and the matrix CPM to determine the factors that are considered by customers to make purchases power tools and know the position Tagawa Power Tools as compared with its head to head competitors. Matching stage using IE and SWOT matrix to determine the alternatives of marketing strategies that will be used, and the decision-making stage using QSPM matrix to determine the priority level of some of the proposed alternatives strategies. Based on IFE and EFE matrix, the results are obtained from internal scores of 2,557 and 2,443 external score, and a score of 2.516 for CPM matrix. Where all three scores indicate that companies are in a average position, and based on results of IE matrix is the company's position on the quadrant V which hold and maintain a position and the right strategy to do is market penetration strategies and product development, and the SWOT matrix made 9 proposed alternative strategy for the company. The last stage is the decision stage with QSPM matrix that decided the strategy is prioritizing the five strategies with a highest score of TAS which is set up service centers in new territories, maintain product quality and price, pointing to big dealers to smooth the distribution, holding roadshows, and enhance promotion to Tagawa Power Tools. |