Sustainable Marketing Strategy for Increasing Market Share at PT Tonasa Cement

Syahril (), Dian Parawansa and Fahriana Mustafa
Additional contact information
Syahril: Hasanuddin University
Dian Parawansa: Hasanuddin University
Fahriana Mustafa: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2255-2264 from Springer

Abstract: Abstract This study aims to determine: 1) sustainable marketing strategies to increase the market share of PT. Semen Tonasa amidst increasingly tight cement industry competition; 2) the most effective sustainable marketing strategy to increase the market share of PT. Semen Tonasa in the South Sulawesi and Eastern Indonesia regions. This study uses a qualitative research type with a descriptive analytical approach. The object of this study is PT. Semen Tonasa, while the subjects in this study were taken from the environment of PT. Semen Tonasa using the purposive sampling technique. Data collection techniques used in this study include interviews, observations, questionnaires, and documentation. The technique of organizing and analyzing data in this study was carried out in three stages, including data condensation, data presentation, and drawing conclusions. The results of this study indicate that Marketing strategy is a company’s effort to increase profits and sales through the 7P elements (product, price, place, promotion, people, process, and physical evidence). PT. Semen Tonasa focuses on meeting domestic market needs with the STP strategy (segmentation, targeting, and positioning), and strengthening its position through digital marketing, multibrand strategy, large distributors, product development, and active marketing communications. The company also focuses on strengthening the export market and maintaining a market share of around 50% in Eastern Indonesia to maintain cement market share.

Keywords: Sustainable Marketing Strategy; Market Share; PT. Semen Tonasa (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_180

Ordering information: This item can be ordered from
http://www.springer.com/9789464637588

DOI: 10.2991/978-94-6463-758-8_180

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().