Analysis of Marketing Strategy Planning at 2M Tea


  • Dian Sari
  • Masniar Masniar Universitas Muhammadiyah Sorong
  • Irman Amri Universitas Muhammadiyah Sorong
  • Mardiah Gani Universitas Muhammadiyah Sorong
  • Sanny Hahury Universitas Muhammadiyah Sorong



analysis, Marketing Strategy, planning, swot


Marketing strategy is a management structured to accelerate solving marketing
problems and making strategic decisions. Marketing strategy has an important role in
achieving business success, therefore the marketing sector plays a major role in realizing
strategic marketing plans to increase product sales. This can be done, if the company wants to
maintain and increase sales of the products or services they produce. By implementing an
accurate marketing strategy through the use of opportunities to increase sales, the company's
position in the market can be improved or maintained. CV. Harum Manis is the only factory
that produces packaged tea drinks in West Papua. This local product from Sorong is actually
less popular when compared to packaged tea from outside the Sorong area. The research
method used is SWOT analysis. The Internal Condition on the Strength Factor is worth 2.00
and the Weakness Factor is worth 1.90, while the External Condition on the Opportunity
Factor is 2.19, while the Threat Factor is 1.60. The results of the SWOT analysis show that
CV HARUM MANIS is in the Quadrant I WO (Weakness – Opportunity) position. Judging
from the position of the company is in Quadrant I where Quadrant I is a very profitable
situation. Where companies in this quadrant have opportunities and strengths so they can take
advantage of existing opportunities.



How to Cite

Sari, D. ., Masniar, M., Amri, I., Gani, M., & Hahury, S. (2023). Analysis of Marketing Strategy Planning at 2M Tea. Industrial Engineering Journal – System, 2(01), 1–9.