PROPOSED MARKETING STRATEGY TO PITCH CLIENTS: STRATEGIC MARKET EXPANSION AND OPTIMIZATION OF PRODUCTION CAPACITY FOR PT. GULA MANIS'S LIQUID SUGAR BUSINESS

• Main Author: Nurul Izzah, Zulfa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/87266
• Institution: Institut Teknologi Bandung

This study investigates the strategic market expansion and optimization of production capacity for PT. Gula Manis's liquid sugar business, addressing the critical issue of underutilization of resources due to the company’s reliance on a single major client in the carbonated beverage sector. Since its shift towards liquid sugar production in 2020, PT. Gula Manis has made significant investments in advanced manufacturing technologies and stringent quality control measures. However, the limited client base has constrained the company’s ability to fully leverage these capabilities, leading to inefficiencies and missed market opportunities. The research employs a mixed-method approach, integrating qualitative insights from in-depth interviews and focus group discussions (FGDs) with quantitative data collected through a structured questionnaire. The study’s objectives are to develop an effective marketing strategy that not only expands the company’s client portfolio but also optimizes the use of its production facilities. The analysis covers internal and external factors, including a comprehensive SWOT analysis, VRIO analysis, and value chain activities, to identify strategic opportunities and threats. Findings reveal that PT. Gula Manis has significant potential to diversify its client base within the broader food and beverage industry, particularly in sectors such as dairy, confectionery, and ready-to-drink beverages. The study recommends a strategic pivot towards targeted marketing efforts and the exploration of new partnerships to enhance market reach. Additionally, the research underscores the importance of maintaining high standards of product quality and customer service to differentiate PT. Gula Manis in a competitive market landscape. By implementing the proposed strategies, PT. Gula Manis can not only increase its market share but also achieve sustainable growth by fully utilizing its production capacity and reducing dependency on a single client. The study contributes to the broader discourse on strategic marketing and resource optimization in niche industrial markets, offering actionable insights for similar companies facing challenges in market expansion and resource utilization.