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ABSTRAK
ANALISIS CAMPURAN PEMASARAN YANG DIGUNAKAN OLEH UMW TOYOTA SDN BHD TAWAU, SABAH
Campuran pemasaran adalah salah satu konsep yang digunakan oleh pemilik perniagaan, eksekutif pemasaran, pengurus operasi dan juga usahawan dalam mengaplikasikan strategi campuran pemasaran yang melibatkan produk, harga, promosi dan saluran pengagihan. Analisis campuran pemasaran ini berkeupayaan untuk membantu sesebuah perniagaan dalam menentukan kesesuaian perniagaan. Tujuan kajian ini dijalankan adalah untuk mengkaji tiga objektif iaitu objektif pertama mengenal pasti klasifikasi produk dan tahap kepuasan pelanggan terhadap produk yang dikeluarkan serta kitaran hayat produk yang dikeluarkan oleh UMW Toyota Motor Sdn Bhd. Objektif kedua ialah menganalisis reka bentuk saluran agihan dan pengurusan sistem logistik serta agihan fizikal UMW Toyota Motor Sdn Bhd. Manakala objektif ketiga menjelaskan campuran promosi dan alat promosi yang digunakan serta tujuan promosi yang dijalankan oleh UMW Toyota Motor Sdn Bhd. Bagi mendapatkan maklumat berkaitan syarikat yang dikaji pengkaji telah menggumpulkan data tersebut melalui kaedah kualitatif dan kuantitatif. Kulitatif diperoleh melalui cara pemerhatian dan temubual atau data primer, manakala kuantitatif pula menggunakan instrument borang soal selidik. Pengkaji juga menggunakan data primer dan data sekunder sebagai kaedah kajian yntuk mendapatkan maklumat yang lengkap mengenai syarikat yang hendak dikaji. Antara data primer yang digunakan pengkaji ialah temuu bual dan borang kaji soal selidik manakala data sekunder pula keratan akhbar, buku rujukan, laman sesawang dan lain-lain.

1.0 PENGENALAN Secara umumnya, campuran pemasaran ialah satu set strategi pemasaran yang boleh dikawal dan mempunyai strategi dimana setiap firma menggabungkannya untuk menghasilkan maklum balas yang dikehendaki di dalam pasaran sasaran. Dengan menggunakan strategi pemasaran dalam campuran pemasaran, firma boleh melakukan aktiviti-aktiviti pemasaran untuk mempengaruhi permintaaan terhadap produknya. Menurut tokoh W.J Stanton, campuran pemasaran adalah istilah yang digunakan untuk menggambarkan gabungan daripada empat input yang menjadi teras sistem pemasaran syarikat iaitu produk, promosi, penentuan harga dan pengagihan. Oleh yang demikian, tujuan kajian tersebut adalah untuk mengenalpasti campuran pemasaran iaitu elemen 4P yang diaplikasi oleh sesebuah organisasi perniagaan. Selain itu, pengkaji turut ingin menjelaskan dengan lebih terperinci campuran pemasaran yang digunakan oleh organisasi perniagaan tersebut seperti klasifikasi produk yang digunakan. Seterusnya pengkaji juga ingin mengkaji mengenai tahap kepuasan pelanggan terhadap produk yang dikeluarkan dan perkhidmatan yang disediakan. Sehubungan dengan itu, bagi melihat aspek diatas pengkaji telah memilih UMW Toyota Motor Sdn Bhd cawangan Tawau yang terletak di BA, Toyota Jalan Bahagia, 91000 Tawau Sabah. Pengkaji memilih UMW Toyota Motor Sdn Bhd cawangan Tawau sebagai fokus kajian kerana organisasi ini memenuhi kriteria yang ditetapkan berdasarkan kerja kursus yang diberikan. Seterusnya, UMW Toyota Motor Sdn Bhd cawangan tawau juga bersifat lebih terbuka dalam memberi kerjasama seperti memberi maklumat-maklumat yang memenuhi kehendak kajian.

2.0 Objektif Kajian
Terdapat tiga objektif dalam menjalankan kajian ini dan kajian yang dibuat adalah seperti yang berikut ; i. Mengenal pasti klasifikasi produk dan tahap kepuasan pelanggan terhadap produk yang dikeluarkan serta kitaran hayat produk yang dikeluarkan oleh UMW Toyota Motor Sdn Bhd. ii. Menganalisis reka bentuk saluran agihan dan pengurusan sistem logistik serta agihan fizikal UMW Toyota Motor Sdn Bhd. iii. Menjelaskan campuran promosi dan alat promosi yang digunakan serta tujuan promosi yang dijalankan oleh UMW Toyota Motor Sdn Bhd.

3.0 LATAR BELAKANG KAJIAN

4.0 KAEDAH KAJIAN
Kaedah pengumpulan data atau kaedah kajian merupakan perkara asas yang utama dalam sesuatu penyelidikan. Tujuannya adalah untuk memastikan data-data atau maklumat penyelidikan yang bernilai dan diperolehi selaras dengan objektif kajian penyelidikan yang dijalankan. Kaedah ini juga sangat penting untuk mengenal pasti jenis data yang hendak dikumpulkan. Pengkaji telah menggunakan pendekatan kuantitatif dan kualitatif dalam mendapatkan data mentah daripada sasaran.
4.1 Data Primer
Data primer merupakan data yang diperoleh langsung dari subjek penelitian dengan mengenakan alat pengukuran atau alat pengambilan data langsung pada subjek sebagai sumber informasi yang dicari. Oleh itu, temubual bersemuka dilakukan dengan pemimpin tertinggi dan kaedah soal selidik dengan pekerja bawahan di UMW Toyota Sdn Bhd Tawau. Selain itu, kaedah pemerhatian turut digunakan untuk meninjau keadaan kawasan kajian di UMW Toyota Sdn Bhd Tawau.
4.1.1 Kaedah soal selidik
Kaedah soal selidik adalah kaedah utama dalam pengumpulan data kerana ianya berhubung terus dengan kumpulan sasaran iaitu pekerja bawahan UMW Toyota Sdn Bhd Tawau untuk mendapatkan data primer. Penggunaan borang soal selidik perlu melalui strategi mereka bentuk soal selidik yang bersesuaian dengan objektif kajian supaya tidak berlaku bias (Abd Rahim et al 1999)
4.2 Data Sekunder
Menurut Sabitha Marican (2005) data sekunder merupakan data yang telah dikumpulkan oleh pengkaji lain. Data sekunder sesuai digunakan unntuk menjawab persoalan kajian yang dijalankan oleh pengkaji masa kini. Data sekunder juga diperoleh melalui kaedah rujukan dan digunakan sebagai maklumat sampingan kepada pengkaji dalam menjalankan kajian tersebut.

4.2.1 Buku Rujukan
Data sekunder dapat diperolehi melalui rujukan terhadap buku-buku, majalah, kamus, keratan akhbar, jurnal-jurnal dan bahan ilmiah yang lain. Kaedah rujukan tersebut dijalankan di Pusat Sumber SMK UMAS-UMAS Tawau. Tujuan menggunakan kaedah tersebut adalah untuk mengetahui definisi dan konsep campuran pemasaran dengan lebih terperinci. Data-data yang diperoleh melalui kaedah rujukan akan dijadikan sebagai data sampingan dalam kajian tersebut.
4.2.2 Internet
Melalui internet, peta lokasi kajian dan maklumat-maklumat yang berkaitan dengan tajuk kajian dapat diperolehi. Data sekunder seperti peta lokasi dapat diperolehi daripada laman web Google Maps. Di samping itu, definisi yang berkaitan dengan campuran pemasaran juga dapat diperolehi melalui internet. Tujuan mendapatkan maklumat daripada internet adalah sebagai maklumat tambahan kepada kajian tersebut.

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