Developing innovative and effective marketing strategies to deepen customer engagement and expand market reach successfully

Ni Ketut Masih; I Dewa Gede Ari Pemayun; Firman Sinaga

doi:10.58881/jcmts.v4i2.335

Authors

Ni Ketut Masih Politeknik Negeri Bali, INDONESIA https://orcid.org/0000-0003-3665-0913
I Dewa Gede Ari Pemayun Politeknik Negeri Bali, INDONESIA
Firman Sinaga Institut Pariwisata dan Bisnis Internasional Bali, INDONESIA

DOI:

https://doi.org/10.58881/jcmts.v4i2.335

Keywords:

marketing strategy, segmentation, targeting, positioning, sales volume, covid-19 pandemic, innovation

Abstract

This study investigates effective marketing strategies for AUTO2000, with the goal of increasing sales volume during the Covid-19 pandemic. Utilizing a descriptive research approach, data were collected through observation, interviews, and document analysis. The findings demonstrate that applying segmentation, targeting, and positioning (STP) strategies contributes to improving sales performance. Specifically, the company can benefit from a differentiated targeting strategy, which involves focusing on multiple potential market segments. Additionally, a positioning strategy based on attributes and product categories allows the company to concentrate on key products that resonate with target markets. The results suggest that AUTO2000's product diversity, coupled with innovative offerings, aligns well with these strategies. The study concludes that continuous adaptation of marketing strategies, paired with creative solutions, is essential for meeting sales targets, particularly in challenging periods such as the pandemic.

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