Analysis of The Marketing Strategy for Amplang Products at PT Ahar Sentosa in Mamuju Regency

Abstract

This study aims to analyze the marketing strategies for amplang products implemented by PT Ahar Sentosa. Data collection was conducted through observation and interviews. Data analysis utilized a SWOT analysis combined with the IFAS-EFAS matrix. The results of the study indicate that PT Ahar Sentosa’s marketing strategies encompass the four elements (4Ps): (1) The product strategy includes two flavor variants that have been certified by the Indonesian Food and Drug Administration (BPOM); (2) The pricing strategy is competitive and based on cost-plus pricing; (3) The distribution strategy integrates offline channels through souvenir shops, minimarkets, and direct selling, as well as online channels via Facebook and WhatsApp; (4) The promotion strategy utilizes video content on social media and active participation in local to national SME exhibitions. The results of the IFAS matrix analysis show a total score of 2.80 with a difference between strengths and weaknesses of +1.40, while the EFAS matrix also yields a total score of 2.80 with a difference between opportunities and threats of +1.40. Based on these results, the company is in Quadrant I (Aggressive Strategy/SO), which indicates a strong internal position with significant external opportunities.