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All Journal Jurnal Ilmiah Manajemen Kesatuan Maneggio
Wening , Nur
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Marketing Strategy Preparation Case Study On CV. Gapura Creative Engineering Pribadi, Anang; Wening , Nur
Maneggio Vol. 1 No. 4 (2024): Maneggio-Aug
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/n086rp30

Abstract

This research aims to formulate an effective marketing strategy for CV. Gapura Creative Engineering through a qualitative approach. Intense competition, dynamic customer needs, and rapid technological developments require the company to formulate innovative and adaptive marketing strategies. The research methodology includes in-depth interviews with relevant parties with 5 respondents, direct observation, and document analysis to comprehensively understand the company's marketing situation. SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats facing the company. The results show that the company's main strengths lie in product quality and good reputation, while weaknesses include limitations in digital marketing and distribution. Opportunities that can be capitalized on include the growth of the digital market and strategic partnerships, while threats include intense competition and rapidly changing market trends. Based on these findings, suggested marketing strategies include increasing brand awareness through more aggressive digital campaigns, optimizing the use of social media, and developing more innovative products in line with market trends. The implementation of these strategies is expected to increase the competitiveness of CV. Gapura Creative Engineering, expand market share, and support sustainable growth. This research provides valuable insights for the preparation of a more effective and targeted marketing strategy for the company.
Strengthening Competitive Advantages to Improve Sales Performance: The Effect of Organizational Strategy and Knowledge Management Ernawati, Yufita; Ningsih, Dwi; Wening , Nur
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.5025

Abstract

The multilevel marketing industry in Indonesia has shown dynamic growth in line with increased direct sales activities. However, this development has not always been accompanied by stable sales performance, companies face competitive pressures and changing consumer preferences. This situation requires companies to strengthen their internal capabilities in order to improve competitiveness and sales performance. This study aims to analyze the influence of organizational strategy and knowledge management on sales performance through competitive advantage in MLM companies in Surakarta. The study uses a quantitative approach with a census technique on 193 leaders. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that organizational strategy and knowledge management have a positive and significant effect on competitive advantage, and competitive advantage has a positive and significant effect on sales performance. In addition, competitive advantage is proven to mediate the effect of organizational strategy and knowledge management on sales performance. This study contributes to strengthening the knowledge-based view and strategic management perspectives in explaining sales performance achievement through competitive capabilities and provides practical implications for MLM companies in formulating strategies to improve sales performance.
Co-Authors Dwi Ningsih, Dwi Ernawati, Yufita Pribadi, Anang