PENELITIAN STANDAR DEVIASI PT. INDOFOOD SUKSES MAKMUR TBK

Abstract

This study aims to analyze the marketing strategy of PT Indofood Sukses Makmur Tbk in North Sulawesi, specifically for its flagship product, Indomie, using the SWOT (Strength, Weakness, Opportunity, Threat) method. Indofood, as a leading global instant noodle producer, faces challenges in maintaining its market position amidst intense competition. This study uses a descriptive qualitative approach to understand the factors influencing its marketing strategy. The results of this study indicate that Indofood's key strengths include high product quality, unique flavor characteristics, and an extensive distribution network. However, the company also faces weaknesses, such as dependence on local raw material suppliers and limited product diversification. Opportunities for growth include expansion into international markets and potential collaborations with other companies. Key threats are fierce market competition, pricing issues, and brand image that could be affected by business disputes. The SWOT analysis reveals that PT Indofood needs to leverage its strengths to maximize opportunities and address threats. Recommendations include continuous product innovation, increasing brand loyalty, and a distribution diversification strategy. The study's conclusion suggests that with continuous evaluation and improvement of its marketing strategy, PT Indofood can strengthen its position in the competitive instant noodle market.