Marketing Strategy Analysis of Pharmaceutical Services Company with Strategic Management Matrix Formulation

Muhammad Fariz Baihaqi (), Ratih Hurriyati and Heny Hendrayati
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Muhammad Fariz Baihaqi: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 92-101 from Springer

Abstract: Abstract The pharmaceutical industry is the fastest-growing sector of the world’s industrial economy. This makes the pharmaceutical industry a competitive industry sector and creates intense competition. To face intense competition, pharmaceutical companies must analyze, design, and implement the right marketing strategy to dominate the market. This study aims to identify the right marketing strategy to be implemented in facing competition in the pharmaceutical industry at PT Valida Kalibra Tama, West Java, Indonesia, through strategic analysis. The research method used is descriptive qualitative research. Data collection techniques include observation, interviews, and documentation conducted with related parties in the company. The data that has been obtained is analyzed using a strategy formulation model through matrices as an analytical tool formulated sequentially with three stages of decision making, namely the input stage (EFE-IFE Matrix), the matching stage (IE, SPACE, SWOT Matrix), and the decision stage (QSPM). The final results of this study concluded that the company is in the aggressive quadrant, indicating that the company is in a very good position. The main alternative strategies that can be implemented are Product Development and Market Penetration.

Keywords: Strategic Marketing; Market; Pharmaceutical Industry (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_12

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