MARKETING PLAN PEMBUKAAN KANTOR CABANG PT. ABC DALAM UPAYA PERLUASAN MARKET DI JAWA TIMUR

Authors

Aang Firmansyah Mochtar Universitas paramadina

DOI:

Keywords:

Five Forces, Marketing plan, STP , SWOT

Abstract

This study aims to develop a comprehensive marketing plan to support the establishment of a new branch office of PT. ABC in East Java as a strategic move to expand market reach in Eastern Indonesia. East Java was selected due to its concentration of chemical industrial zones and strong growth in the manufacturing sector. The study adopts a qualitative approach through in-depth interviews with internal company stakeholders and external partners in the target region. The analysis employs PESTEL, SWOT, Porter’s Five Forces, as well as STP (Segmentation, Targeting, Positioning) and the marketing mix (4P: Product, Price, Place, Promotion).Findings reveal that PT. ABC has strong potential to increase its market share in East Java by establishing a physical presence through local branch and distribution warehouses. The proposed strategy includes targeting key industrial sectors, offering need-based chemical solutions, and service differentiation through fast delivery and technical support. By integrating strategic frameworks with market research insights, the company is expected to enhance competitiveness and achieve sustainable growth in the industrial chemical sector.

References

A., M., & S., G. B. (2022). India’s Digital Payment Landscape – An Analysis. International Journal of Case Studies in Business, IT, and Education, 6(1), 223–236. https://doi.org/10.47992/ijcsbe.2581.6942.0161

Dobbs, M. E. (2014). Guidelines for applying Porter’s five forces framework: A set of industry analysis templates. Competitiveness Review, 24(1), 32–45. https://doi.org/10.1108/CR-06-2013-0059

Giyono, G., Daryanto, A., & Indrawan, D. (2020). Dynamics of Cattle Fattening Industry in Indonesia. Jurnal Manajemen Dan Agribisnis, 17(3), 274–284. https://doi.org/10.17358/jma.17.3.274

Griffith, R. L., & Pol, L. G. (1994). Segmenting industrial markets. Industrial Marketing Management, 23(1), 39–46. https://doi.org/10.1016/0019-8501(94)90025-6

Junari, T., Rustiadi, E., & Mulatsih, S. (2020). Identifikasi Sektor Industri Pengolahan Unggulan Propinsi Jawa Timur (Analisis Input Output). Tataloka, 22(3), 308–320. https://doi.org/10.14710/tataloka.22.3.308-320

Kementrian Perindustrian. (2021). Mendorong Kinerja Industri Tekstil dan Produk Tekstil di Tengah Pandemi. Buku Analisis Pembangunan Industri, 6. file:///C:/Users/MY-COM~1/AppData/Local/Temp/Edisi III - Analisis Industri TPT-rev2.pdf

Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.

Kowalkowski, C., Brehmer, P. O., & Kindström, D. (2009). Managing industrial service offerings: Requirements on content and processes. International Journal of Services Technology and Management, 11(1), 42–63. https://doi.org/10.1504/IJSTM.2009.022381

Maryanti, S., Sudiar, N., Suci, A., & Hardi, H. (2020). Peran Informasi Pemasaran pada Usaha Wajik Tape Melayu Provinsi Riau. Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat Dan Corporate Social Responsibility (PKM-CSR), 3. https://doi.org/10.37695/pkmcsr.v3i0.793

Thakur, V. (2021). Framework for PESTEL dimensions of sustainable healthcare waste management: Learnings from COVID-19 outbreak. Journal of Cleaner Production, 287, 125562. https://doi.org/10.1016/j.jclepro.2020.125562

Turrahmah, H., Ekonomi, P., & Ekonomi, F. (2023). Perencanaan Usaha (Business Plan). Forbiswira Forum Bisnis Dan Kewirausahaan, 13(1), 219–227. https://jurnal.mdp.ac.id/index.php/forbiswira/article/view/6052

Wiguna, A. B. (2019). Penyerapan Tenaga Kerja Industri Provinsi Jawa Timur: Apakah Upah Minimum Masih Menjadi Faktor Penentu? EcceS (Economics, Social, and Development Studies), 6(2), 214. https://doi.org/10.24252/ecc.v6i2.11178

Zahroo, A. F. (2022). Analisis Keterkaitan Sektor Industri Pengolahan Terhadap Perekonomian di Provinsi Jawa Timur (Pendekatan Input Output). Jurnal Ilmu Ekonomi JIE, 6(2), 189–202. https://doi.org/10.22219/jie.v6i2.20459