Marketing Strategy Analysis at UD HP Putra Rice Mill

Abstract

In 2023, the per capita rice consumption of the Indonesian people will reach 81.23 kilograms/capita/year. This value shows an increase in consumption of 3.2% from the previous 4 years. The increasing consumption of rice by the Indonesian people has created a business opportunity, so there is a lot of competition between entrepreneurs engaged in the rice business. This study was conducted to analyze the marketing strategy implemented by a company that has long been engaged in the production and sale of rice, namely UD HP Putra, in running its business, the obstacles faced in the process of marketing its products, and how UD HP Putra overcomes these obstacles. The method used in the study is a descriptive qualitative method, with data collection techniques derived from interviews, observations, and documentation studies. The results of the study show that UD. HP Putra, in carrying out its marketing, implements a marketing strategy by determining its STP well. They target middle to upper-class consumers, with an age range of 18-60 years, from various regions. And implements its Marketing Mix strategy very well. In addition, in overcoming the obstacles faced, UD HP Putra always tries its best to find solutions to existing problems and strives to improve the quality of its products and services. This makes UD HP Putra has increasingly advanced until now. UD HP Putra has marketed its products to various regions in Indonesia.