Optimizing PT's Marketing Strategy. Kurnia Abadi Kawanua Jaya to Increase Sales of Ultra Milk: an Analytical Approach

Abstract

Competition in the business industry is currently increasingly fierce in line with the rapid development of modern business. With the increase in the number of business actors who are committed to meeting consumer needs, both in the form of goods and services, business actors are faced with the challenge of competing in capturing existing market share. This research aims to identify the business strategies implemented by PT. Kurnia Abadi Kawanua Jaya in increasing sales of ultra milk. This type of research is included in the category of qualitative descriptive research, whose method is based on postpositivism/interpretive philosophy. The results of the SWOT matrix analysis identify several alternative marketing strategies that companies can adopt, such as expanding marketing networks at home and abroad, improving distribution performance, maintaining product quality and consumer service, setting competitive prices at various distribution levels, increasing advertising and promotional activities by more intensive and effective, conduct more effective and accurate product marketing research, and increase production and marketing efficiency. The recommendation from this research is that companies are advised to increase advertising and promotion efforts for ultra milk products to support distribution agents in marketing company products more effectively.