Marketing Strategy Analysis on Sales Performance as a  Basis for Managerial Decision Making (Case Study at Perum  BULOG Kerinci Branch Office)

Selia Meilantika; Fredy Olimsar; Wirmie Eka Putra; Yuliusmanÿ

doi:10.63922/ijbqr.v4i02.3927

Selia Meilantika University of Jambi
Fredy Olimsar University of Jambi
Wirmie Eka Putra University of Jambi
Yuliusmanÿ University of Jambi

DOI: https://doi.org/10.63922/ijbqr.v4i02.3927

Keywords: Marketing Strategy, Our Products, Sales Performance.

Abstract

This research is based on the marketing of Our Products, where in the marketing of Our Products there

are still many people who do not or do not know what products are owned by Perum BULOG, even

though the prices offered are relatively cheap. This causes competitiveness with other products to be

weak and only a few people know Our Products. This condition also has an impact on the less than

optimal sales performance of Our Products, so that the right marketing strategy is needed as a basis for

managerial decision making. The purpose of this study is to determine what strategies are used by Perum

BULOG in attracting consumer buying interest, improving sales performance, and supporting managerial

decision making on Our Products.

This study employed qualitative methods. Data were collected through interviews and direct field

observations. The results indicate that Perum BULOG's marketing strategy for Our Products includes

opening fostered outlets (RPK), conducting market operations, bazaars, and product promotions. This

strategy has resulted in increased public purchasing interest and sales performance, which subsequently

serves as a basis for management in determining marketing and business development policies.

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