MARKETING STRATEGY ANALYSIS TO INCREASE SALES OF SUBSIDIZED HOUSING

Abstract

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and managing customer relationships to benefit the organization and its stakeholders. Handling this exchange process requires a lot of work and skill. In terms of marketing strategy, the company must consider several things to determine the right one. One way to see the ability of the company is by SWOT analysis. The purpose of this study was to find out how the Puncak Manis Nagrak Subsidized Housing carried out its marketing strategy to increase sales and what strategy played the most crucial role in the marketing mix used by the Puncak Manis Nagrak Subsidized Housing in increasing sales. The type of research used in this research is descriptive research with a qualitative approach. Qualitative research methods will use procedures that produce data through descriptive speech or writing. This qualitative research emphasizes data in words or pictures and does not emphasize numbers. Besides that, this research also emphasizes the process of products related to marketing strategies to increase sales. The results of the study show (1) Marketing strategies, such as product, price, place, and promotion, have a significant effect on increasing sales volume in Puncak Manis Nagrak Subsidized Housing (2) Puncak Manis Nagrak Subsidized Housing must be able to compete with similar businesses, to be able to maintain existing customers and attract new customers.