Market Penetration Strategy Research Articles

Local Coffee Product Development Strategy

Kopi Kali Place is one of the popular coffee shops in the North Jakarta area that has been established since 2019. The purpose of this study is to determine the market penetration and development of local coffee products of Coffe shop Kopi Kali. This study uses a descriptive qualitative approach to understand the development of local coffee products in Kopi Kali Coffee shop. The research methods used include in-depth interviews, participatory observation, documentation, and data triangulation. The results of the research show that Kopi Kali Coffee shop, since its establishment in 2019 until 2024, has undergone an impressive evolution in facing challenges and changes in the coffee industry. With strong adaptability and a high commitment to innovation, Kopi Kali has successfully developed an effective market penetration strategy. The main focus on innovative product development such as the transformation of "Kopi Belies" into a non-alcoholic version and the introduction of a variety of excellent coffee menus demonstrates a dedication to maintaining quality and creating a variety of flavors that appeal to customers. Smart marketing strategies, including the use of social media and partnerships with influencers, have been successful in increasing brand awareness and reaching a wider market segment.

Evolution of Paytm's Business Model

This case study explores the evolution of Paytm's business model, highlighting its transformation from a mobile recharge platform to a multifaceted digital services powerhouse. Initially launched in 2014 by One97 Communications as a prepaid mobile recharge and bill payment platform, Paytm rapidly diversified its offerings to include e-commerce, financial services, and digital payments, capitalizing on India's burgeoning digital economy. The study examines key phases in Paytm's business model evolution, including its expansion into the financial sector with services such as Paytm Wallet, Paytm Payments Bank, and investment products.The analysis focuses on strategic decisions that fueled Paytm's growth, such as its aggressive market penetration strategies, partnerships with major retailers and financial institutions, and its adaptation to regulatory changes. It also highlights how Paytm leveraged technology and data analytics to enhance customer experience and streamline operations, contributing to its market dominance.Furthermore, the case study addresses the challenges faced by Paytm, including intense competition, regulatory hurdles, and the need for continuous innovation to maintain its competitive edge. By examining these aspects, the study provides insights into how Paytm's adaptive business model has enabled it to remain a leading player in India's digital ecosystem.The findings underscore the importance of flexibility and diversification in sustaining growth in the rapidly evolving digital services sector. This case study offers valuable lessons for other businesses seeking to navigate the dynamic landscape of digital transformation and innovation.

Market Penetration Strategy by Increasing Firm Competitiveness

To achieve successful market penetration, businesses must navigate complexities related to culture, legal frameworks, economic conditions, and competition. Businesses must decide whether to standardize their marketing strategies across different markets or adapt them to suit unique market characteristics. Competition is the ability to perform better, and faster. In facing competition, companies need to determine the right strategy, because in general companies are trying to survive, grow and develop. The purpose of the Market Penetration Strategy research by Increasing Company Competitiveness can include several aspects, namely, Assessing the company's strengths and weaknesses. Conducting market analysis to understand existing opportunities and challenges, including consumer preferences and behavior, and market trends and Developping an effective Market Penetration Strategy to increase market penetration, such as products, improving customer service, or competitive pricing strategies. This study uses a descriptive qualitative method to find out how PT. AJS Bumiputera markets its products, using market penetration to increase competitiveness, or to find out what the biggest challenges are in its market penetration strategy. This study uses a qualitative method as one of the methodologies in research that does not yet have a standard definition and is generally agreed upon for use. From the results of the study it is known that PT. Bumiputera Sharia Life Insurance, using market penetration through digital platforms such as social media, company websites, and online advertising campaigns to reach a wider audience. Organizing events, seminars, or workshops, related to finance or health. Providing education about the benefits of insurance products to the public, conducting direct promotions through telemarketing, or face-to-face marketing to introduce products directly.

PENGEMBANGAN STRATEGI BISNIS PADA HOTEL XYZ DENGAN ANALISIS MATRIX IFE DAN EFE

The increases of tourist visits in Bali can influence the development of the hotel industry. The significant increase in the number of tourists has caused demand for accommodation services, especially hotels, which has an impact on increasing hotel competition. This research aims to identify and design a business strategy at hotel XYZ through several stages such as IFAS (Internal Factors Analysis Summary) and EFAS (External Factors Analysis Summary) analysis. This research uses a qualitative descriptive method with data collection methods through interviews. Based on the EFAS and IFAS values, the company is in quadrant V with a hold and maintain business strategy. The results of this research provide strategies that can be implemented by XYZ Hotel, namely market penetration strategies and product development strategies.

Lifetime deals: the role of software service offering in convincing consumers

Purpose This study aims to reveal consumer purchase intentions for Software-as-a-Service (SaaS) lifetime deals and the role of service offerings in shaping these intentions. Design/methodology/approach Lifetime deals − an aggressive market penetration strategy − have the potential to allow startups to gain market share, user base and the cash necessary for growth. However, startups need to mitigate consumer concerns for which service offering design plays a key role. Drawing on expectancy-value and signaling theories, this study developed a research model and then conducted empirical research on 2,173 consumers via choice-based conjoint analysis to reveal the critical service offering attributes for consumer utility in lifetime deals in the SaaS presentation tool market context. After using the hierarchical Bayes model to derive each respondent’s part-worth utilities for service offering attributes, the hypotheses were tested via the factor score regression method. Findings The results show that the service offering attributes of low price, refund option, human support and feature updates enhance consumer utility in SaaS lifetime deals. Three of these four attributes, namely, low price, refund option and feature updates, enhance consumers' purchase intentions by reducing their concerns about the service’s performance, seller and lifespan, respectively. Originality/value This study elucidates consumer purchase intentions for SaaS services in digital marketplaces. By investigating a widespread market entry strategy − lifetime deals − it shows consumer preferences and behavior for these deals in the fast-growing online tools market. This study also shows how startups can use lifetime deals through a well-designed service offering to mitigate various consumer concerns.

Cadena de abastecimiento que integra la planeación estratégica y BSC en una empresa constructora

The general objective of this research was to propose a supply chain model based on strategic planning and the Balance Scorecard for the construction company GARES PERU S.A.C., Trujillo, 2021. Non-experimental type, descriptive cross-sectional design. The results indicate that 38% of the clients of the construction company GARESPERU SAC indicate that the level of supply management is regular; 40% of those surveyed indicated that the level of strategic planning is inefficient; 36% of respondents indicated that the level of the BSC is inefficient. A strategic direction was proposed for the company, these are: product development strategy, market penetration strategy and market development strategy. A Balance Scorecard model was developed, obtaining the control panel that integrates indicators. A supply chain model was designed. As a main conclusion, the general objective was met because a supply chain model was developed for the construction company GARES PERU S.A.C., which is aligned with the company's strategic planning, in addition to having support in the BSC dashboard that will facilitate continuous monitoring of the main management indicators.

Propose Strategic Marketing Initiatives to Accelerate Market Share and Revenue of MEDTECH Company for Trauma Implant Device in Indonesia (Case Study at MEDTECH Company)

Trauma is a critical global health issue, leading to millions of serious injuries and significant fatalities worldwide, particularly from traffic accidents. In Indonesia, traffic accidents were the fifth leading cause of death in 2023, highlighting the urgent need for effective trauma care. Despite the pandemic, the trauma device market in Indonesia experienced growth, with MEDTECH’s portfolio outperforming the market but still underperforming in revenue generation. This research aims to address MEDTECH’s challenges and formulate strategies to enhance its market presence and sales performance. The study is divided into three phases: identifying core business issues, establishing a theoretical foundation using PESTLE and Porter’s Five Forces, and conducting a SWOT analysis. The PESTEL analysis revealed opportunities such as economic growth and technological advancements, and threats including local content regulations and supply chain issues. The Porter analysis suggests moderate market attractiveness due to competition and innovation needs. The STP analysis identifies key targets, including Tier 1 hospitals for advanced Variable Angle (VA) implants and Tier 2 hospitals for cost-effective Mono Angle (MA) implants. The Marketing Mix analysis highlights the need for product updates, pricing adjustments, expanded distribution, and enhanced promotional activities. To strengthen its position, MEDTECH should focus on immediate product development and market penetration strategies, while also planning for long-term local manufacturing and regulatory compliance to ensure sustainable growth in the Indonesian market.

Tourist Perceptions of Sapta Pesona in the Poncokusumo Tourism Village

This research aims to analyze tourists' perceptions of the application of the elements of Sapta Pesona and formulate a strategy for developing Sapta Pesona in the Poncokusumo Tourism Village. Sapta Pesona which includes Safe, Orderly, Clean, Cool, Beautiful, Friendly, and Memorable is a concept designed to increase the attraction of tourists to tourist destinations. The research method used was a survey with a questionnaire distributed to tourists visiting the Poncokusumo Tourism Village. The collected data was analyzed quantitatively to evaluate tourists' perceptions of each element of Sapta Pesona. In addition, a QSPM SWOT analysis was carried out on the results of interviews with tourism village managers and community leaders to identify effective development strategies. The results of the research show that tourists' perceptions of the implementation of Sapta Pesona in the Poncokusumo Tourism Village generally give a positive value with a total score of 331.3, including very good characteristics. Analysis carried out using the QSPM Matrix, the market penetration strategy obtained the highest Total Attractive Score (TAS), namely 5.105. Therefore, this strategy is the best choice for the Poncokusumo Tourism Village.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

EFFECT OF PRODUCT MARKET MATRIX ON THE PERFORMANCE OF MEDIUM ENTERPRISES IN NORTH CENTRAL, NIGERIA

This research work examined the effect of product market matrix on the performance of medium enterprises in North Central, Nigeria. The researcher used primary data source from a sample of three hundred and eighty four (384) respondents obtained by the use of a structured questionnaire. The data collected was analyzed using descriptive statistics such as frequency, simple percentage and the relationship between the variables of the model were tested using multiple linear regression analysis. The hypotheses of the study were tested using the probability value of the regression estimates. The result of the regression analysis indicates that Market penetration strategy's regression coefficient is 0.401 and significant (p0.05). Product development strategy is -0.059 and negligible (p0.05). A one-unit increase in product development decreases medium firm performance by 0.059 units. A one-unit increase in market development strategy increases medium firm performance by 0.196 units (p0.05). Product diversification approach has a strong coefficient of 0.319. This means a one-unit improvement in product diversification strategy increases medium firm performance by 0.319 units. It was concluded that businesses must consider the region's market conditions, competitive hurdles, and client behaviors to flourish. It was recommended among others that Market Penetration and Product Diversification Strategies are advised for medium enterprises in North Central Nigeria due to their benefits. Expanding market share and targeting existing clients can increase performance. Diversifying products to fulfill client needs can enhance revenue and performance. Firms should use both methods to optimize profits.

The relationship between digital orientation, organizational ambidexterity, and growth strategies of rural SMEs in time of crisis

The rapidly changing digital landscape presents a new context highlighting growth strategies and organizational ambidexterity. This research explores the interaction between growth strategies of rural SMEs, digital orientation, and organizational ambidexterity during the COVID-19 pandemic. The survey data comprised 204 responses from Finnish SME owner-managers in the rural region of South Ostrobothnia in October 2021. The results from the ordinal regression analysis demonstrate that organizational ambidexterity positively influences the utilization of all growth strategies, serving as a mediator in the relationship between digital orientation and these strategies. Digital orientation is positively associated with applying a product/service development strategy, market development strategy, diversification, and business model development but not with market penetration strategy. These findings suggest that a digital orientation enables SMEs to strike a balance between exploration and exploitation, allowing them to effectively pursue both. Furthermore, digitalization offers rural businesses opportunities to implement more demanding growth strategies. Therefore, to ensure the long-term vitality of rural areas, society and policymakers must collaborate in providing robust digital infrastructure.

The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in-one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.

Business Development Strategy Towards “Natural Concept” Restaurant (Study of Botanica Dining Restaurant, Jakarta)

Purpose: The population density in Jakarta has resulted in a reduction of the green open environment in the capital city of Indonesia. In addition, the capital is the center of government and state business, making this city occupied by the majority of workers. The availability of entertainment and tourist spots in the capital city of Jakarta is quite diverse, especially restaurants. Relaxing to unwind from work activities is a moment that workers always await. The demand for unique elements in restaurants is very challenging for business owners. There are many elements that a restaurant can highlight to make its business more attractive. Based on these problems, this study aims to determine the strategy for developing a restaurant business with a natural concept (the study of Botanica Dining Jakarta). Research method: This research is a qualitative approach involving the phenomenon of the surrounding environment for a sample and the interview method with business owners. Results and discussion: The research shows that several strategies are needed in this business to develop the Botanica Dining Jakarta restaurant business. Implication: It was found that the strategy that the management of the Botanica Dining Jakarta Restaurant can carry out is to expand market penetration followed by developing product attractiveness to expand market targets and maintain consumer loyalty. The benefits of the results of this study are expected so that the selection of market penetration strategies can be implemented to the fullest extent possible to benefit the company. Keywords: Business development, restaurant, nature concept, workers.

Growth Strategies for International Streaming Services: Netflix and Disney+

The purpose is to identify the features of strategic planning and formulate specific recommendations on the choice of growth strategies in developing and developed markets for international streaming services. Objectives: study of specific examples (cases) growth strategies in developed and emerging markets; identify key factors for the successful development of companies; study cases of adapting a product to the needs of the local market environment. Methodology: comparative analysis; analysis of financial indicators and benchmarking; synthesis of information obtained; inductive and deductive methods. Results. of the study showed that taking into account the needs of the audience in national markets is the key to the growth of the company and its subscriber base. When entering the market, companies use a pre-formed market development strategy as a starting point for expanding the number of users, after which they continue to strengthen their positions using market penetration, product development or diversification strategies, adapting the product to the needs and characteristics of the market environment. Conclusions. Partnerships have proven to be an important factor in developed and emerging markets, however, in the case of developed markets, this strategic step benefits in quantitative terms, and in the case of emerging markets, both in qualitative terms (localization of content) and in quantitative terms, the growth in the number of users. The findings and results of the study will be useful to existing streaming services, startups, venture investors and government agencies regulating this area.

PROSPEK PENGEMBANGAN USAHA TERNAK KAMBING DI DESA TULABOLO BARAT

The goat-farming business has quite promising prospects for development. This research aims to analyze the prospects for developing goat farming businesses in West Tulabolo Village, East Suwawa District. Using snowball sampling techniques, six breeders, two village officials, and one extension officer were selected as informants for this study. This research uses primary and secondary data sources. Research data was analyzed using the SWOT analysis framework (strengths, weaknesses, opportunities, and threats). Based on the research results, it show that the IFE (internal factor evaluation) matrix score is 3,27 and the EFE (external factor evaluation) matrix score is 3,04. This shows that the prospects for developing the goat farming business in West Tulabolo Village are strong (3,0–4,0) in square one, consisting of market development and market penetration. Market development is done by improving the quality of breeder resources, and promoting and increasing public knowledge to encourage participation in goat production. Apart from that, it is important to implement a market penetration strategy to increase the market share of the goat farming business. Thus, we hope that establishing a goat farming business will provide a profitable opportunity for both breeders and the community in West Tulabolo Village.

Marketing Strategy Planning of Kahyangan Coffee Using Marketing Mix in Coffee Shops

Kopi Kahyangan continues to develop its product quality and market through the preparation of marketing strategies based on the marketing mix theory. This study aims to determine the marketing strategy of Kahyangan coffee based on the marketing mix in increasing sales volume. This study used a quantitative descriptive approach method using SWOT analysis, QSPM, and questionnaire tests using validity and reliability tests. The tools used to test this study were Statistical Product and Service Solution (SPSS) 25, Microsoft Excel, and Microsoft Word. The types and sources of data used are primary data and secondary data. The analysis method used is a descriptive analysis of marketing strategies that refers to the concept of the 4P Marketing mix (product, price, promotion, and place) using SWOT analysis (Strength, Weakness, Opportunity, and Threat) and QSPM (Quantitative Strategic Planning Matrix) matrix analysis. The results of the marketing strategy planning analysis according to the company's position in the IE matrix can use market penetration strategies by improving product quality, market development by increasing promotions and reaching new segments, and product development by making Kahyangan Coffee product innovations to increase sales volume of Kahyangan Coffee. The priority strategy of marketing strategy planning is to maintain quality and increase product licenses.

STRATEGI PENGEMBANGAN LEMBAGA PERKREDITAN DESA DI BALI

The Village Credit Institution is a Microfinance Institution based on local wisdom in Bali, which has the aim of improving the Village economy, currently facing competition from similar financial institutions operating in Bali. Based on this, the aim of this research is to analyze the internal and external environment as a basis for formulating strategies for empowering Village.Credit.Institutions.in Bali. The sample for this research was 100 Village Credit Institutions in Bali which were taken using stratified proportional random sampling based on districts/cities. Data was analyzed using SWOT Analysis, which is outlined. in the External. Factor.Analysis Summary (EFAS) and Internal. Factor. Analysis Summary (IFAS) matrices. This research found that the Village Credit Institution empowerment strategy in Bali in the future can be carried out with an intensive strategy through market penetration strategies and new product development. The penetration strategy includes increasing credit customers and third party funds more intensively and the new product development strategy includes funding micro and small businesses with a profit sharing system, funding household equipment and term savings.

Implementation of Human Resources Planning for Crowdfunding Platform Company at PT. Esa Dana Unggul

PT Esa Dana Unggul (EsaDana) is a company that meets the needs and wants of every consumer in investment needs through the Securities Crowd Funding platform. Analysis of products and services offered to consumers is the Esa Dana Platform as a crowdfunding platform that brings together investors and companies that need financing in a cheap and easy way to invest and minimize the risk of loss. Esa Dana's human capital planning refers to the knowledge, skills and competencies possessed by individuals in the organization. By conducting proper planning to manage and develop human capital, companies ensure that they have a competent, committed and highly competitive team. Through human capital planning strategies, companies can maximize employee potential, increase productivity, and respond more effectively to market changes. In carrying out the strategy, Human Resources Planning at EsaDana Company will focus on the Market Penetration Strategy in the form of optimizing online channels. This strategy was taken as a solution in introducing the brand and product as well as running a new company engaged in crowdfunding services in Indonesia. PT Esa Dana Unggul (EsaDana) implements Human Resources strategies in accordance with applicable regulations in Indonesia, such as payroll systems, employee welfare, pensions, health insurance, overtime pay, and holiday allowances. In the first year, Esa Dana will employ as many as .... employees.

МАРКЕТИНГ ЯК ФАКТОР ЕКОНОМІЧНОЇ БЕЗПЕКИ ПІДПРИЄМСТВА

The article highlights the relevance of ensuring the economic security of enterprises in modern conditions arising from marketing activities. It is analyzed how inefficient marketing management can negatively affect the sustainability and profitability of the enterprise. The influence of marketing on the economic security of the enterprise is characterized, emphasizing its importance as a strategic resource for ensuring the stability and development of business in modern market conditions. The key areas through which marketing affects economic security are highlighted. In particular, these areas include the development and implementation of marketing strategies, customer attraction and retention, innovation and product development, reputation management, as well as marketing analysis and market research. The article provides examples of successful application of marketing strategies by well-known companies, which illustrate how innovative approaches and adaptation to local conditions help to strengthen their positions in the market. Considered the importance of effective marketing strategies for strengthening the economic security of enterprises. It demonstrates how such strategies can improve a company's stability and its ability to withstand market fluctuations, thus providing overall economic security. Key marketing strategies that have been covered include product differentiation, niche focus, market penetration strategies, developing customer loyalty, and using digital channels for marketing and sales. Each strategy is detailed with examples from well-known companies such as Apple, Tesla, Amazon, and Nike, illustrating how these approaches affect sales, reputation, market expansion, and innovation. The article analyzes the relationship between marketing strategies and the economic stability of the enterprise, and also highlights how marketing affects the increase in income through the effective promotion of products or services. The main marketing strategies and their characteristics, which contribute to the strengthening of economic security, are systematized. The conclusions indicate that marketing activity is a key element of the functional structure of the enterprise's economic security. The article emphasizes that the adequate application of marketing strategies helps the enterprise not only to respond to modern market challenges, but also to minimize internal and external threats, ensuring long-term economic stability.

Business development strategy of coffee processing in MSMEs scale using BMC approach and SWOT-AHP integration

The coffee agro-industry is a sector that is currently growing rapidly in Indonesia. MSMEs Loca Nusa is one of the coffee producers in Malang City which has the potential to be developed. They sell robusta coffee at low prices and delivered from Dampit, Malang which is known to have the best quality. However, Loca Nusa still experience problems in managing their business. The purpose of this study is to identify internal and external factors, formulate and sequence strategies, and form a new development BMC. This study used SWOT (Strength, Weakness, Opportunity, Threat), the AHP (Analytical Hierarchy Process) and BMC (Business Model Canvas) approach. The results showed that the position of MSMEs Loca Nusa was in quadrant V (hold and maintain) with product development and market penetration strategies. The result of the AHP ranking showed market as the highest criteria (0.510), the highest goal is that MSMEs can expand the market to increase production figures (0,566), and the highest alternative is expanding the market to coffee shops in Malang by selling roasted bean products with various variations (0,612). The addition of strategy to the upgraded BMC is on key partner elements, value propositions, and channels.