Marketing Strategy Analysis To Increase Sale Of Sumber Rezeki Putra Banana Products

Abstract

The food industry in Indonesia is experiencing rapid growth, driven by economic development and changes in people's lifestyles. One product that has attracted attention is sale, which now has a wide market share. However, Sale Sumber Rejeki Putra, as a sale producer, is facing major challenges due to intensifying competition and changing consumer preferences Despite its great potential, the company must adapt quickly to maintain its market share. Some of the problems faced include the large number of competitors offering similar products, changes in the flavors and packaging desired by consumers, and limitations in existing marketing strategies. Distribution constraints and fluctuating raw material prices also pose significant challenges to operational efficiency. This research aims to analyze the current marketing strategy implemented by Sale Sumber Rejeki Putra, as well as identify internal and external factors that affect the effectiveness of the strategy. In addition, this research will also explore new marketing strategies that can be optimized to significantly increase sales. It is expected that the results of this study can provide valuable insights to improve and develop the company's marketing strategy to be more competitive in a dynamic market