Strategi Pemasaran Produk Impor di Pasar Lokal
Studi Kasus pada PT Mitra Mulia Pertiwi Nusantara
DOI:
https://doi.org/10.62383/aksinyata.v3i1.2825Keywords:
Imported Products, Local Market, Marketing Mix, Marketing Strategy, PT Mitra Mulia Pertiwi NusantaraAbstract
This Community Service activity aims to analyze and develop marketing strategies for imported products at PT Mitra Mulia Pertiwi Nusantara in the local market of Batam. The methods used include direct observation, in-depth interviews with company representatives, and documentation studies to obtain a comprehensive picture of the implementation of the marketing mix (product, price, promotion, and distribution). The results of the analysis show that the company faces challenges in adjusting imported products to local consumer preferences, setting competitive prices, and optimizing promotion and distribution. Through this activity, marketing strategy recommendations have been developed, including improving market segmentation, utilizing digital media for promotion, adjusting prices based on competition, and optimizing distribution channels. The implementation of these recommendations is expected to increase the company's competitiveness and expand the market share of imported products amid increasingly fierce competition. This activity also provides academic contributions as a reference for the development of international marketing science and practical contributions for companies in formulating sustainable marketing strategies.
References
Bougie, R., & Sekaran, U. (2020). Research methods for business: A skill-building approach. John Wiley & Sons, Inc.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson.
Christopher, M. (2011). Logistics & supply chain management. Financial Times Prentice Hall.
Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches. SAGE Publications.
Czinkota, M. R., Ronkainen, I. A., & Gupta, S. (2021). International business (10th ed.). Cambridge University Press.
Hollensen, S. (2017). Global marketing (7th ed.). Pearson Education Limited.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of marketing (18th ed.). Pearson.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education Limited.
Nagle, T. T., Zale, J., & Hogan, J. E. (2016). The strategy and tactics of pricing: A guide to growing more profitably. Routledge, Taylor & Francis Group.
Nanyangwe, J., & Phiri, J. (2021). The influence of marketing strategies on growth and sustainability in the original equipment manufacturing industry. Open Journal of Business and Management, 9(3), 1446–1461. https://doi.org/10.4236/ojbm.2021.93077
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Siregar, W. S., L. S. S., P. H. M. H., & S. A. (2021). Strategi pemasaran ekspor dalam memasuki pasar global. Jurnal Ekonomi Manajemen.
Sugiyono. (2019). Metode penelitian pendidikan: Kuantitatif, kualitatif, kombinasi, R&D, dan penelitian pendidikan (22nd ed.). Alfabeta.
United Nations. (2021). Digital economy report 2021: Cross-border data flows and development - For whom the data flow? United Nations.
World Trade Organization. (2021). World trade report 2021: Economic resilience and trade.
Yin, R. K., & Campbell, D. T. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
