Analysis of Business Strategy of PT. Z Uses QSPM and Implementation of Marketing Proposals With Marketing Mix

The growth of Indonesia's ICT industry has driven higher demand for reliable electrical infrastructure.However, PT Z, the exclusive distributor of Commscope cables, has faced a significant decline in performance, with a 73% drop in sales and a reduced market share of 0.06% by 2019.The company struggles with limited availability of high-TKDN products, a concentrated distribution in Jabodetabek, weak digital presence, and intense price competition.This study aims to formulate a strategy to enhance PT Z's competitiveness through a comprehensive analysis of its internal and external factors.A mixedmethod case study approach was employed, with data collected through focus group discussions and structured questionnaires from internal management and key customers.Strategic frameworks like Porter's Five Forces, SWOT, IFE-EFE Matrix, and QSPM were applied, with marketing aspects examined through Importance-Performance Analysis, STP, and the 4P + 4C mix.The analysis places PT Z in the WO (weakness-opportunity) quadrant, recommending a Grow and Build strategy.Priority strategies include developing entry-level cables with TKDN 60%, expanding regional distribution hubs, and diversifying into medium-to high-voltage electrical projects.The study proposes repositioning PT Z's brand to "Reliable Power & Connectivity, Delivered Fast," and suggests implementing seven strategic programs aimed at increasing market share by 2.5% and generating annual revenue growth of 15%.