<![CDATA[This study is motivated by PT Adi Jaya Nusantara Perkasa’s high dependency on a single major client that contributes a significant portion of the company’s revenue, creating substantial risks to business sustainability should contract termination, policy changes, or a decline in service demand occur. The research aims to analyze the company’s existing marketing strategies and identify alternative approaches that can effectively reduce such dependency. A qualitative research method with a case study approach was employed, utilizing in-depth interviews with management and employees, direct observation of marketing activities, and an examination of internal company documents. The findings reveal that the company’s current marketing practices remain conventional and rely heavily on long-standing personal relationships with existing clients, while efforts to penetrate new markets, innovate promotional strategies, and adopt Digital Marketing tools are still limited. The study highlights the urgency for strategic transformation through market diversification by targeting potential sectors such as renewable energy, chemical manufacturing, and sustainable infrastructure. Furthermore, optimizing Digital Marketing through social media, corporate websites, and professional platforms is crucial to expanding promotional reach and enhancing visibility. Strengthening brand positioning as an adaptive and experienced Engineering Procurement Construction service provider is also essential in attracting new clientele. Additionally, the development of a comprehensive Customer Relationship Management (CRM) system is recommended to improve data management and deliver more personalized customer service. Overall, the study concludes that an integrated implementation of market diversification, Segmentin-Targeting-Positioning Strategies, Digital Marketing, and CRM has significant potential to reduce client dependency, stabilize revenue streams, and enhance the company’s long-term competitiveness.]]>
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