Analysis of PT X’s Marketing Strategy for Sustainable Practices Through Gap Analysis Final Project

Abstract

This thesis explores the Marketing Strategy of PT X in the context of sustainability, employing the Gap Analysis method to identify and address discrepancies in the internal and external perceptions of the company's sustainability initiatives. The focus is on the gap analysis, which signifies the disparity between the comprehensive internal sustainability approach encompassing environmental, economic, and community aspects and the predominantly environmental perception held by the public. The study begins by defining the gap at PT X and recognizing its implications on the company's reputation, community relationships, and overall impact. The research delves into the reasons behind the gap, acknowledging the importance of aligning internal efforts with external perceptions for the successful implementation of sustainable strategies. The thesis concludes by highlighting the critical role of addressing the gap analysis in achieving PT X's sustainable strategy objectives. By implementing the proposed action plan, the company can enhance its reputation, strengthen community relationships, and maximize the impact of its sustainability initiatives. The findings contribute to the broader understanding of gap analysis methodologies in the context of marketing strategy for sustainability-focused organizations