PENERAPAN PEMASARAN TOKO OBAT PUTERA WARNA JAYA UNTUK MENINGKATKAN PENJUALAN

This study examines and formulates a comprehensive marketing strategy for Toko
Obat Putera Warna Jaya, a business entity in the pharmaceutical retail sector
located in a densely populated area with intense competition. By applying a
strategic management framework, this study aims to identify challenges and
opportunities, as well as to design a long-term business development blueprint.
Competitor analysis is conducted using SWOT analysis, STP analysis, and Porter’s
Five Forces to ensure competitive advantage. Problem identification results
indicate the need for market penetration optimization, customer loyalty
enhancement, and operational efficiency. The proposed solutions include market
segmentation based on demographic and psychographic factors, clear targeting and
positioning strategies, and the implementation of an adaptive marketing mix (7P).
The result of this approach is Toko Obat Putera Warna Jaya’s commitment to
providing easy access to over-the-counter medicines for the people of Bojonegoro
Regency and expanding market reach through digital marketing to increase
profitability. This research is expected to provide practical guidance for
pharmaceutical MSMEs and contribute to academic literature on marketing
strategies in the health sector