Marketing Strategy for Prendjak Tea Products at PT Panca Rasa Pratama

Abstract

This study aims to develop marketing strategies that can be applied by PT Panca Rasa Pratama Kota Tanjungpinang. This study analyzes the company's internal and external environments and formulates appropriate marketing strategies for the company's progress. Respondents were selected purposively, with a total of seven respondents. The analysis used was descriptive quantitative analysis, using the IFE matrix, EFE matrix, IE matrix, and SWOT matrix. Analysis of the environment using the IFE and EFE matrices resulted in a weighted score of 2.719 for internal factors and 2.896 for external factors, placing the company in cell V (Five) of the IE matrix, indicating a strategy of growth and stability. The research results indicate that the internal factors contributing to the company's strengths are product quality and consumer loyalty, while its weaknesses include limitations in promotion and distribution. On the other hand, opportunities that can be leveraged include the rising trend in local tea consumption and local cultural support, while the main threats stem from competition from similar products with lower prices. The strategies derived from the SWOT analysis focus on strengthening promotion, improving distribution, and developing brand image. This study is expected to serve as a reference for the company in formulating more effective marketing strategies to enhance competitiveness and achieve sales targets