Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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

Authors
Muhammad Fariz Baihaqi1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: farizbaihaqi@upi.edu
Corresponding Author
Muhammad Fariz Baihaqi
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_12How to use a DOI?
Keywords
Strategic Marketing; Market; Pharmaceutical Industry
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Fariz Baihaqi
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Marketing Strategy Analysis of Pharmaceutical Services Company with Strategic Management Matrix Formulation
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 92
EP  - 101
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_12
DO  - 10.2991/978-94-6463-817-2_12
ID  - Baihaqi2025
ER  -