Analysis of BBK Electronics' Product Diversification Strategy in Mastering the Smartphone Market in Indonesia

Marketing strategy encompasses planning, pricing, promotion, and distribution to meet consumer needs. This study aims to analyze product diversification strategies in capturing the smartphone market in Indonesia. The research employs a SWOT analysis approach. The findings indicate that BBK Electronics is positioned in Quadrant I, demonstrating strong capabilities to capitalize on opportunities despite intense competition. The company can enhance its competitiveness by offering high-quality products, expanding its service center network, and diversifying its product range. Furthermore, BBK Electronics should reduce its reliance on imports, utilize brand ambassadors, and anticipate global economic trends that impact the supply chain. The key strategic focus should be on improving product quality and diversity while remaining highly responsive to customer demands.