ANALISIS STRATEGI PEMASARAN DALAM UPAYA PENINGKATAN DAYA SAING PADA PT. ES TEH INDONESIA CABANG LINGKAR BARAT KOTA BENGKULU

Abstract

This research is a research to analyze marketing strategy. This study aims to analyze marketing strategies in an effort to increase competitiveness at PT. Ice Tea in Indonesia, especially in the West Circle branch of Bengkulu City. This study uses a qualitative descriptive method that is oriented towards the development of a product. Collection of data instruments by collecting data, direct observation to the location, and interviews. The strategy for marketing iced tea is offline and online, offline can directly come to a location in the West Circle of Bengkulu City, while online has collaborated with several applications such as food drivers, Gojek, maxim food. From the results of this study it was found that the marketing strategy of PT. Iced tea in the West Circle of Bengkulu City has been able to increase competitiveness, namely in terms of product quality, marketing methods, innovation in flavor variants, as well as in the utilization of promotional media such as Instagram and Facebook. however, in this study the authors realized that there were still many shortcomings due to time and place limitations in conducting research. The benefits that can be taken in this research are that it can make a reference and reference for subsequent research so that it is more focused and can help companies make a decision in developing a product marketing strategy.

Keywords: Marketing Strategy, Increasing Competitiveness, Iced Tea