ANALYSIS OF MARKETING STRATEGIES IN INCREASING CONSUMER ATTRACTIVENESS AT PT. FAJAR MAKMUR SENTOSA IN JEMBER

Abstract

PT Fajar Makmur Sentosa is a domestic company that focuses on trading packaged cooking oil and distribution of consumer goods. This research was conducted to determine the marketing strategy used by the company in running its business. The SWOT analysis method is used to conduct internal and external evaluations that affect the company's marketing performance. Marketing mix and marketing strategy analysis are carried out to determine the company's strategy in marketing. Analysis of strategy formulation from a combination of each of these components, namely the SO strategy (Strengths and Opportunities), WO strategy (Weaknesses and Opportunities), ST strategy (Strengths and Threats), and WT strategy (Weaknesses and Threats). The results showed that PT Fajar Makmur Sentosa implemented segmentation, targeting and positioning correctly and appropriately. The marketing mix used is product strategy, price strategy, location strategy, and promotion strategy. Based on the SWOT matrix, it can be concluded that some developments through consideration of the company's internal and external factors are beneficial for the progress of PT Fajar Makmur Sentosa in the field of selling daily necessities products. The strategy of PT Fajar Makmur Sentosa is to utilize the company's internal strengths to develop products that are able to meet the needs and desires of customers more broadly.