Marketing Management Strategy of PT Industri Kemasan Semen Gresik in Facing Competition in Sales of Cement Bags

Dedy Februari Mera Budi; Suhendi

doi:10.59890/0jj3d467

Authors

Dedy Februari Mera Budi Universitas Terbuka Author
Suhendi UIN Sunan Gunung Djati Author

DOI:

https://doi.org/10.59890/0jj3d467

Keywords:

Marketing Strategy, Competition, Cement Bag Sales, Pt Iksg

Abstract

The cement bag industry in Indonesia is a
competitive industry with increasingly fierce
competition. PT IKSG, as one of the leading
companies in the cement bag industry, needs to
implement effective marketing management
strategies to increase sales and competitiveness.
This research aims to analyze PT IKSG's
marketing management strategy in facing
competition in selling cement bags. This research
uses qualitative research with interview and
observation data collection methods. Data was
analyzed descriptively to describe and analyze
PT IKSG's marketing management strategy,
internal and external factors that influence
marketing strategy, as well as the effectiveness of
marketing strategy in increasing sales and
competitiveness. The research results show that
PT IKSG implements various effective marketing
strategies to increase sales and competitiveness,
such as product strategy, price strategy,
promotion strategy, and distribution strategy.
The marketing strategy implemented by PT IKSG
has proven to be effective in increasing sales and
competitiveness. This research contributes to the
knowledge and practice of marketing
management in the cement bag industry. This
research shows that effective marketing strategies
can help companies increase sales and
competitiveness in a competitive industry

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