Marketing Strategy of Red Brick Manufacturers in Facing Great Competition from Alternative Products: Resource-Based View (RBV) Approach

This research investigates the challenges faced by the red brick industry, with a focus on competition from alternatives such as Hebel. Using the Resource-Based View (RBV) approach, this analysis analyzes marketing strategy, the impact of internal resources, and responses to market demand. This research aims to examine the competitive advantage of each brick factory that is the respondent in this research, identify competitive advantages and the influence of internal resources, and provide marketing strategy recommendations. The research approach used is qualitative, with a purposive sampling technique. Data collection methods used Focus Group Discussions and In-depth Interviews. Data analysis using SWOT and RBV-VRIO. The results of the SWOT analysis related to the M. Yunus brick company require internal improvements. Meanwhile, Tajir Assawani must overcome external challenges and utilize internal strengths. Zulfadhli has an advantageous position so it requires an aggressive strategy with product innovation. The results of the RBV and VRIO analysis of the brick companies M. Yunus and Tajir Assawani, these two companies have a temporary competitive advantage with a focus on creating the inimitability component. Meanwhile, Zulfadhli has an unused competitive advantage, with a focus on improving organizational aspects for factors VR and I in VRIO