ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN PRODUK AIR MINUM PT. MUAL TIO MAJU BERSAMA KECAMATAN TARUTUNG KABUPATEN TAPANULI UTARA

Abstract

This study examines the analysis of marketing strategies in increasing sales of drinking water products at PT. Mual Natio. The type of research used is a descriptive qualitative method with interview and documentation techniques carried out in order to obtain data from the head of the office, employee staff (marketing) and buyers. The data used is the latest sales data for drinking water products (2022-2023). The data is processed using the SWOT strategy analysis method. In this study, the method used is a descriptive method with a qualitative approach. Research data was obtained from interviews and literature studies. The approach used in this study is the SWOT analysis approach, analysis (EFAS-IFAS), namely the systematic identification of various factors to formulate company strategies. Based on the results of the SWOT diagram and SWOT Matrix analysis, it can be seen that the company PT. Mual Tio Maju Bersama is in quadrant I (Aggressive Strategy) which is obtained through the SWOT analysis diagram, where the company PT. Mual Tio Maju Bersama has greater strengths than weaknesses (internal factors) of 2.65 and opportunities that are greater than threats (external factors) of 2.90. The SO strategy is the most appropriate strategy for PT. Mual Tio Maju Bersama, while other strategies can be used as alternative strategies for reference and consideration to develop and increase sales of PT. Mual Tio Maju Bersama's products. Furthermore, PT. Mual Tio Maju Bersama can also combine ST, WO, and WT strategies as needed to maximize the implemented marketing strategy.