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Sustainable Marketing Strategy for Increasing Market Share at PT Tonasa Cement

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

Listed:
  • Syahril

    (Hasanuddin University)

  • Dian Parawansa

    (Hasanuddin University)

  • Fahriana Mustafa

    (Hasanuddin University)

Abstract

This study aims to determine: 1) sustainable marketing strategies to increase the market share of PT. Semen Tonasa amidst increasingly tight cement industry competition; 2) the most effective sustainable marketing strategy to increase the market share of PT. Semen Tonasa in the South Sulawesi and Eastern Indonesia regions. This study uses a qualitative research type with a descriptive analytical approach. The object of this study is PT. Semen Tonasa, while the subjects in this study were taken from the environment of PT. Semen Tonasa using the purposive sampling technique. Data collection techniques used in this study include interviews, observations, questionnaires, and documentation. The technique of organizing and analyzing data in this study was carried out in three stages, including data condensation, data presentation, and drawing conclusions. The results of this study indicate that Marketing strategy is a company’s effort to increase profits and sales through the 7P elements (product, price, place, promotion, people, process, and physical evidence). PT. Semen Tonasa focuses on meeting domestic market needs with the STP strategy (segmentation, targeting, and positioning), and strengthening its position through digital marketing, multibrand strategy, large distributors, product development, and active marketing communications. The company also focuses on strengthening the export market and maintaining a market share of around 50% in Eastern Indonesia to maintain cement market share.

Suggested Citation

  • Syahril & Dian Parawansa & Fahriana Mustafa, 2025. "Sustainable Marketing Strategy for Increasing Market Share at PT Tonasa Cement," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 2255-2264, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_180
    DOI: 10.2991/978-94-6463-758-8_180
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