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All Journal Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) JEBD
Putri, Erli Azzahra
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Economics, Econometrics & Finance Education Engineering Social Sciences

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Strategi Distribusi PT. Mitra Adiperkasa TBK (MAP) Putri, Erli Azzahra; Rugasa, Rayhan; Putra, Nofriandi; Rahman, Ahmad Fajri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4143

Abstract

This study analyzes the distribution strategy of PT Mitra Adiperkasa Tbk (MAP) as one of Indonesia's largest retail companies. Distribution plays a crucial role in marketing success, especially in modern retail that faces challenges from changing consumer behavior and digital transformation. This research employs a qualitative descriptive approach through secondary data analysis from company reports, academic literature, and relevant publications. The findings indicate that MAP implements an integrated distribution system by combining roles as license holder, importer, distributor, and retailer. MAP's distribution strategy is characterized by an omni-channel approach integrating physical stores and digital platforms, supported by robust logistics infrastructure and data-driven inventory management. The multilevel distribution channel structure provides operational flexibility while maintaining service quality control. The study concludes that distribution serves as a strategic foundation for MAP's competitiveness in the Indonesian lifestyle retail industry. This research contributes to understanding how distribution strategies can create competitive advantage and enhance customer experience in the modern retail context.
Analisis Strategi Segmentasi, Targeting Dan Positioning Terhadap Efektivitas Pemasaran Pt. L'oreal Indonesia Putri, Erli Azzahra; Salim, Emil; Putri, Della Asmaria
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4179

Abstract

This study aims to analyze the implementation of Segmentation, Targeting, and Positioning (STP) strategies and their impact on the marketing effectiveness of PT L'Oréal Indonesia. The Indonesian cosmetics industry is experiencing significant growth with increasingly fierce competition between global and local brands. This research uses a descriptive qualitative method with SWOT analysis and STP analysis approaches. Data were collected through documentation studies, observations, and literature reviews related to L'Oréal Indonesia's marketing strategies for the period 2020-2025. The results show that PT L'Oréal Indonesia has implemented STP strategies comprehensively through demographic, geographic, and psychographic segmentation with a differentiated marketing approach for various brands in its portfolio. However, marketing effectiveness still faces challenges from the dominance of local brands that are more adaptive to Indonesian cultural values such as halal and emotional closeness. SWOT analysis shows that the company is in a strategic position to implement aggressive growth strategies by leveraging global brand strength and large market opportunities. This study concludes that STP strategies have a positive effect on marketing effectiveness, but require further adjustments to local consumer preferences to increase competitiveness in the Indonesian market.
Co-Authors Apriani, Annisa Eka Emil Salim Fikri, Hasanul Putra, Nofriandi Putra, Rahmadi Bayu Putri, Della Asmaria Rahman, Ahmad Fajri Rugasa, Rayhan Sari, Rahma Kurnia