ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING USAHA STUDI KASUS PADA CV. ANUGERAH FORKLIFT MEGANTARA KABUPATEN NGANJUK

Abstract

Increasingly fierce competition in the forklift and heavy equipment rental industry has prompted CV. Anugerah Forklift Megantara to implement effective marketing strategies to enhance its competitiveness. This study aims to analyze the company’s marketing strategies, constraints, and efforts to improve competitiveness through the 7P marketing mix. The study employs a qualitative approach using a case study method, involving observation, interviews, and documentation of both the company and its service users. The results show that the implementation of the 7Ps—product, price, place, promotion, process, people, and physical evidence—has supported the company’s competitiveness, although challenges remain, including a limited number of units, high operating costs, suboptimal digital promotion, and inadequate facilities. Consequently, the company needs to enhance its digital promotion, improve the quality of its human resources, increase its fleet size, and develop its facilities to maintain sustainable competitiveness..