Implementation of the Marketing Strategy of PT Bintang Sayap Utama Malang in order to Expand Market Share

Authors

  • Sugeng Riani Universitas Widya Gama
  • Mulyono Mulyono Universitas Widya Gama
  • Dharmayanti Pri Handini Universitas Widya Gama

DOI:

https://doi.org/10.61132/ijema.v1i3.167

Keywords:

Marketing Strategy, Market Share, Expand Market Share

Abstract

This study aims to determine and analyze how the marketing strategy is carried out by PT. Bintang Sayap Utama in Malang in expanding market share. The data analysis technique used by the researcher is quantitative descriptive analysis used to determine the marketing mix, internal and external environment, using SWOT analysis, and to support the use of quantitative analysis in the IFE, EFE, IE, and AHP matrices. The results of the study indicate that the main priority criteria considered by experts in expanding market share is product development. The main priority alternative considered by experts in product development is to carry out distribution cost efficiency.

 

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Published

2024-08-05

How to Cite

Sugeng Riani, Mulyono Mulyono, & Dharmayanti Pri Handini. (2024). Implementation of the Marketing Strategy of PT Bintang Sayap Utama Malang in order to Expand Market Share. International Journal of Economics, Management and Accounting, 1(3), 199–212. https://doi.org/10.61132/ijema.v1i3.167