PROPOSED STRATEGY FOR PT. ENVIRO CITRA CHIKARA TO INCREASE SALES PERFORMANCE AND MARKET EXPANSION

• Main Author: Faris, Miftah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/45659
• Institution: Institut Teknologi Bandung

A thriving chemical industry, opens opportunities for small entrepreneurs to compete in this industry, especially for household cleaning products. The global household cleaning market is expected to record a CAGR of 5.7% over the forecast period, 2018-2023. Competition for household cleaners is the most visible competition in the chemical industry. To remain competitive, companies are required to provide solutions to environmental problems through the development of green products. Environmental awareness in the community has also increased due to government support and intensive go-green campaigns. Enviro Chemicals as a chemical company with the principle of environmentally friendly has an excellent opportunity. Household cleaning chemical products from Enviro Chemicals have been running for more than 3 years. The sales growth of its products is volatile and insignificant. This is the company's main problem because of its inability to compete in the household cleaning market. Change is needed to overcome this problem, especially in terms of product development and marketing strategies. The purpose of this research is to determine the Enviro Chemicals problem-solving strategy. Researchers use SWOT Analysis in this study to see the strengths, weaknesses, opportunities and threats of Enviro Chemicals. Researchers also analyzed customer behavior to see what factors influenced the purchasing decision for household cleaners. The results of the analysis state that legality, place and brand are the most influencing factors in purchasing decisions customers. The proposed strategy is formulated using Ansoff’s Matrix based on the result of TOWS matrix. The proposed strategy consists of three variables including the company legality, product development, and market expansion. The company's legality strategy aims to facilitate product development and marketing. Product Development as a strategy to strengthen the positioning and competitive advantage of the IKS Enviro brand. Meanwhile, the market expansion strategy is spearheading to increase distribution and sales. The company's proposed strategy aims to improve sales performance and broader market expansion of Enviro Chemicals.