IMPLEMENTASI PEMASARAN PRODUK MEAT PT INDOGUNA UTAMA DI LIHAT DARI LINGKUNGAN INTERNAL DAN EKSTERNAL

MARKETING IMPLEMENTATION OF MEATS PRODUCTS PT INDOGUNA UTAMA VIEWED FROM THE INTERNAL AND EXTERNAL ENVIRONMENTS

Abstract

The title of this article is Implementation of Meat Product Marketing at PT Indoguna Utama Viewed from Internal and External Environments. This study aims to determine the marketing of meat products at PT Indoguna Utama viewed from the Internal and External environments. The method used in this study is a descriptive qualitative method with primary data collection through interviews and secondary data from various related sources. The results of the study indicate that PT Indoguna Utama has strengths in high product quality and a wide distribution network, but still has weaknesses in retail market penetration. The company's opportunities arise from the increasing trend of premium meat consumption, while threats come from local competitors and fluctuations in raw material prices. The company's marketing strategy is carried out through the 4P marketing mix, with special adjustments to strengthening digital promotions and expanding distribution channels to face competition and market changes