STRATEGI PENGEMBANGAN PASAR PT JAYA ETIKA BETON

The development of marketing strategies in each company has a significant impact on the company's sales success. Marketing strategies are also needed by companies to maintain their competitive advantage. This research focuses on the marketing strategy of PT Jaya Etika Beton regarding paving products that are facing marketing issues. The aim of this research is to understand the implementation of product differentiation strategy development at PT Jaya Etika Beton. The research method uses qualitative analysis that includes context, input, process, and product. This study shows that the product differentiation strategy can address the issues in the marketing strategy previously implemented by PT Jaya Etika Beton. The product differentiation strategy is capable of identifying new market segmentation for paving products, thereby increasing sales.