Analisis Strategi Pemasaran Produk Teh PT. Tambi dalam Meningkatkan Daya Saing di Pasar Lokal dan Global

Abstract

_Abstrack

Marketing strategy is a key factor in maintaining and enhancing competitiveness, particularly in the tea agribusiness industry. This study aims to analyze PT. Tambi’s marketing strategies with a focus on four main aspects: market segmentation, product innovation, quality improvement, and brand strengthening through digital media and participation in international exhibitions. This research employs a descriptive qualitative approach with a case study method using secondary data from company reports, scholarly journals, and data from the Ministry of Industry as well as the Central Bureau of Statistics. The findings indicate that these four strategies are effective in improving the competitiveness of PT. Tambi’s tea products in both local and global markets. The literature review emphasizes the importance of segmentation, innovation, quality, and digital branding as key factors in the tea industry. However, further development in e-commerce distribution and research on export market preferences is needed to ensure the sustainability of the marketing strategy.