Proposed Business Strategy in Improving Customer Base to Promote Company Growth (Case at PT. AKSI)

Abstract : The research explores Indonesia’s economic growth linked to investments, particularly in manufacturing facilities, which drive demand for supporting products like lighting. Exxent Lighting, focused on government street lighting, faces revenue fluctuations due to seasonal government purchasing patterns (Q1 and Q4 peaks, Q2 and Q3 lows). This study identifies the industrial sector as a viable market to address these revenue gaps. Using qualitative methods including interviews and market reports, the author analyzes market needs and conducts internal and external assessments using various marketing and business strategy frameworks. Findings reveal strong brand loyalty to market leaders, but declining satisfaction due to service failures, alongside cost efficiency pressures driving demand for alternative lighting solutions. Based on these insights, the study develops a tailored value proposition and proposes a new business model for Exxent Lighting to enhance competitiveness in the industrial market.