STRATEGI PEMASARAN NEO FURNITURE AND ELECTRONIC DALAM MENINGKATKAN DAYA SAING BISNIS RITEL

Abstract

The increasingly competitive market demands that every company, particularly those in the furniture and electronics sectors, develop marketing strategies that are accurate, sustainable, and adaptive. Such strategies not only serve as tools for promoting products but also function as the identity and differentiator of the business. This study aims to analyze the implementation of marketing strategies through the Segmenting, Targeting, Positioning (STP) approach and the 4P Marketing Mix (product, price, place, and promotion) as applied by Neo Furniture and Electronic in Kubu Raya. This research adopts a descriptive method with a qualitative approach. Data collection techniques include observation, in-depth interviews, document analysis, and literature review. Data were obtained from one key informant and ten informants who are active consumers. The findings indicate that the implementation of STP strategies and the 4P Marketing Mix plays a significant role in enhancing marketing effectiveness and business competitiveness in the local market. With a well-structured management approach, these strategies strengthen Neo Furniture and Electronic's market position amidst the dynamic industry competition.