ANALISIS STRATEGI PEMASARAN PRODUK GOOD DAY LATTE ORIGINAL DAN BUTTERSCOTCH UNTUK MENINGKATKAN PENJUALAN BERDASARKAN MATRIKS IE, SWOT DAN MATRIX QSPM PADA PT. FASTRATA BUANA
DOI:
https://doi.org/10.34125/jkps.v11i4.3343Keywords:
Kopi sachet, Penetrasi pasar, Quantitative strategy, Strategi pemasaran, RitelAbstract
Objective: The decline in sales volume and intense competition in the instant coffee retail market form the background of this study to optimize the marketing of Good Day Latte Original and Good Day Latte Butterscotch powdered sachet coffee products at PT Fastrata Buana. This study aims to formulate the best marketing strategy to increase sales by limiting the scope of observation to ten Tokma modern retail outlets in the Purwakarta region. Methods: The methods used in data processing include the internal-external (IE) matrix, the strengths, weaknesses, opportunities, threats (SWOT) matrix, and the quantitative strategic planning matrix (QSPM). Results: The analysis results indicate that the marketing position of the product is located in quadrant I (Grow and Build) with IFE score 3.96 and EFE score 3.78, which means the company must implement an aggressive growth strategy. The new finding in this study demonstrates that the retail market penetration strategy in existing outlets has the highest total attractiveness score (STAS) of 6.91 compared to the distribution territory expansion strategy to sub-urban areas which obtained a score of 6.21. Novelty: Unlike previous studies focusing on SMEs, this research applies an integrated three-stage diagnostic framework (IE-SWOT-QSPM) to a national FMCG distributor in 2026, offering tailored strategic priorities for modern retail coffee distribution.
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