Abstract
This study proposed to analyze marketing strategies in an effort to increase the sales volume of Company X in Dili City, East Timor. The method used in this research is descriptive qualitative which shows to analyze the marketing mix strategy (Marketing Mix 4Ps) beer beverage products Company X in Dili City, Timor-Leste. The results show that the product strategy is to prioritize the quality (quality product) of the beer itself, the taste of the aroma and not cause disease and other physical disorders, and unique. Price strategy is the standard price of beer and according to the amount of alcoholic beer. Distribution Channel Strategy Company X collaborates with two large companies in Dili to distribute beer beverage products to 12 districs and in the city of Dili. Company X promotional strategies carry out promotional strategies through Event Sports, Live Music, department stores, convenient stores, agents, shops, social internet media (Facebook, Instagram and YouTube) and Advertising (Newspaper, Brochure, Magazine, LED (Light Emmiting Diode). Keywords : Strategy of Marketing Mix (4Ps) DOI : 10.7176/EJBM/11-29-05 Publication date :October 31 st 2019
Highlights
Company X is one of the companies engaged in the production of beverages with the brand ABC, Tiger and Bintang
Company X is an organization that is relatively new for the first time in the beer beverage manufacturing industry located in Hera, Dili, Timor Leste
Company X is the result of investment from one of the large companies based in Singapore engaged in the production of beer drinks as well
Summary
Company X is one of the companies engaged in the production of beverages with the brand ABC, Tiger and Bintang. As a beverage production company beer have to know and understand the customers behavior basically and develop appropriate strategies and programs in order to take advantage of existing opportunities. In this case Company X requires the right marketing strategy to increase the number of products sold by Company X in the City of Dili, Timor-Leste. The marketing mix strategy in question is Product, Price, Place and Promotion, which plays a major role in the increasingly fierce competition and the development of demand for goods In this very tight competition situation, especially in the buyer's market, the role of pricing and sales promotion is very important especially to build customer commitment. Www.iiste.org through Resellers to all Districts in Timor Leste to increase sales volume to the Company X
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