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Marketing Strategy Analysis of Pharmaceutical Services Company with Strategic Management Matrix Formulation

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Muhammad Fariz Baihaqi

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

The pharmaceutical industry is the fastest-growing sector of the world’s industrial economy. This makes the pharmaceutical industry a competitive industry sector and creates intense competition. To face intense competition, pharmaceutical companies must analyze, design, and implement the right marketing strategy to dominate the market. This study aims to identify the right marketing strategy to be implemented in facing competition in the pharmaceutical industry at PT Valida Kalibra Tama, West Java, Indonesia, through strategic analysis. The research method used is descriptive qualitative research. Data collection techniques include observation, interviews, and documentation conducted with related parties in the company. The data that has been obtained is analyzed using a strategy formulation model through matrices as an analytical tool formulated sequentially with three stages of decision making, namely the input stage (EFE-IFE Matrix), the matching stage (IE, SPACE, SWOT Matrix), and the decision stage (QSPM). The final results of this study concluded that the company is in the aggressive quadrant, indicating that the company is in a very good position. The main alternative strategies that can be implemented are Product Development and Market Penetration.

Suggested Citation

  • Muhammad Fariz Baihaqi & Ratih Hurriyati & Heny Hendrayati, 2025. "Marketing Strategy Analysis of Pharmaceutical Services Company with Strategic Management Matrix Formulation," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 92-101, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_12
    DOI: 10.2991/978-94-6463-817-2_12
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