Sustainable Marketing Strategy for Increasing Market Share at PT Tonasa Cement

DOI

10.2991/978-94-6463-758-8_180How to use a DOI?

Keywords

Sustainable Marketing Strategy; Market Share; PT. Semen Tonasa

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.

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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TY  - CONF
AU  - Syahril
AU  - Dian Parawansa
AU  - Fahriana Mustafa
PY  - 2025
DA  - 2025/07/30
TI  - Sustainable Marketing Strategy for Increasing Market Share at PT Tonasa Cement
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2255
EP  - 2264
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_180
DO  - 10.2991/978-94-6463-758-8_180
ID  - 2025
ER  -