Marketing Strategy of “AL” Traditional Medicine Products: Case Study in “SP” Company in Yogyakarta

https://doi.org/10.22146/jmpf.89473

Felicita Eka Putri(1), Bondan Ardiningtyas(2*), Dwi Endarti(3)

(1) Magister Management of Pharmacy, Faculty of Pharmacy, Universitas Gadjah Mada, Yogyakarta
(2) Department of Pharmaceutics, Faculty of Pharmacy, Universitas Gadjah Mada, Yogyakarta
(3) Department of Pharmaceutics, Faculty of Pharmacy, Universitas Gadjah Mada, Yogyakarta
(*) Corresponding Author

Abstract


Background: Exclusive breastfeeding is an effort to avoid cases of stunting in children. However, the breastmilk produced by the mother is not always enough to meet the needs of the baby. PT. SP is one of the companies that manufacture “AL” as a traditional herbal medication      (a combination of katuk and moringa leaves) that can boost milk production. However, the sales of this product are not optimal yet, meaning competent marketing strategies are needed.

Objective: This study aimed to identify and analyze the internal and external factors of PT. SP to gain an understanding of the company's position so that the best marketing strategy can be determined.

Methods: This study was carried out using an analytical descriptive method involving key informants including the supervisor of production, Quality Control, Quality Assurance, and the marketing division. Data analysis utilized the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE) Matrix, and Internal-External (IE) Matrix.

Results: Based on the analysis PT. SP had significant internal factors for capturing opportunities and facing threats, as shown in cell IV.                      It indicated that PT. SP is a growing and developing company. The most suitable marketing strategy needed is an intensive strategy, such as market penetration, market expansion, and product development.        An integration strategy is carried out, which is forward integration.

Conclusion: The company was positioned in cell IV in the IE matrix, namely growing and developing. It is suggested that the strategies that can be used to improve marketing are intensive and integration strategies.


Keywords


Breastmilk booster; IE matrix; IFE-EFE; marketing strategy; traditional medicine

Full Text:

PDF


References

  1. SSGI. Hasil Survei Status Gizi Indonesia (SSGI) 2022.; 2023.
  2. Fikawati S, Syafiq A. Status Gizi Ibu dan Persepsi Ketidakcukupan Air Susu Ibu. Jurnal Kesehatan Masyarakat Nasional. 2012;6(6):249-254.
  3. Niar A, Dinengsih S, Siauta J. Factors Affecting the Production of Breast Milk Breastfeeding Mother at Harifa RSB, Kolaka District Southeast Sulawesi Province. Jurnal Kebidanan Midwiferia. 2021;7(2):10-19. doi:10.21070/midwiferia.v7i2.1288
  4. Mustofa, Yuliani FS, Purwono S, Sadewa AH, Damayanti E, Heriyanto DS. Polyherbal formula (ASILACT®) induces Milk production in lactating rats through Upregulation of α-Lactalbumin and aquaporin expression. BMC Complement Med Ther. 2020;20(1). doi:10.1186/s12906-020-03152-7
  5. Ikawati Y, Setyowati N. Strategi Pemasaran Produk Jamu Pada Perusahaan Jamu Bisma Sehat Kabupaten Sukoharjo. AGRISTA. 2018;6(1):97-106.
  6. Nasruddin N. ANALISIS STRATEGI PEMASARAN PRODUK RUMAH HERBAL BIDARA KOTA PALOPO. JEMMA (Journal of Economic, Management and Accounting). 2020;3(2):165. doi:10.35914/jemma.v3i2.439
  7. Arminsyurita. Analisis Strategi Pemasaran Jamur Rimba Jata Mushroom. Jurnal Ilmiah Ilmu Administrasi. 2014;VI(02):156-168.
  8. Rangkuti. Analisis SWOT: Membedah Kasus Bisnis. Gramedia Pustaka Utama; 2015.
  9. Supriatna S, Manajemen D, Ekonomi F, Manajemen D. Analisis Strategi Pengembangan Usaha Kopi Luwak (Studi Kasus UMKM Careuh Coffee Rancabali-Ciwidey Bandung) Mimin Aminah. Vol V.; 2014.
  10. Slamet A, Kadarisman S, Yulianto HE. PERENCANAAN STRATEGI PEMASARAN PAKET DATA KAMPUS DALAM PERSAINGAN DI BIDANG PAKET DATA INTERNET (Studi Kasus Pada PT. Telkomsel Cabang Malang). Vol 36.; 2016.
  11. David FR, David FR. Strategic Management: A Competitive Advantage Approach, Concepts, and Cases. Vol 16th.; 2017. www.ebook3000.com
  12. Harini C. Strategi penetrasi pasar UMKM Kota Semarang menghadapi era pasar global MEA I N F O A R T I K E L. Jurnal Ekonomi dan Bisnis. 2018;21(2).
  13. Mutmainnah A, Soesanto H, Sufian S. Studi Tentang Pengaruh Kemampuan Merespon Pasar dan Inovasi Produk Terhadap Penetrasi Pasar pada Kinerja Pemasaran . Jurnal Sains Pemasaran Indonesia. 2016;15(1):1-11.
  14. Daud R, Novrimansyah E. Strategi Komunikasi Pemasaran Jamu Tradisional di Era Teknologi Digitalisasi. JFAS. 2022;1(3):233-248.
  15. Zvirgzdina R, Sakena D, Linina I. Product Market Expansion Strategy for Business Development of the Companies Operating in the Field of Premises Cleaning. In: Vide. Tehnologija. Resursi - Environment, Technology, Resources. Vol 1. Rezekne Higher Education Institution; 2023:252-257. doi:10.17770/etr2023vol1.7209



DOI: https://doi.org/10.22146/jmpf.89473

Article Metrics

Abstract views : 4 | views : 1

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 JURNAL MANAJEMEN DAN PELAYANAN FARMASI (Journal of Management and Pharmacy Practice)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

©Jurnal Manajemen dan Pelayanan Farmasi
Faculty of Pharmacy
Universitas Gadjah Mada
Creative Commons License
View My Stats