B2B Customer-Driven Sales Growth Strategies in Times of Oversupply and High Competition 2025-2026
Abstract
The national cement industry is facing significant challenges due to VUCA (Volatile, Uncertain, Complex, Ambiguous) conditions, the occurrence of oversupply which has led to tight competition and declining sales performance. This study aims to analyze the marketing strategy of PT Semen Indonesia (Persero) Tbk in responding to these dynamics, especially in the B2B customer segment. The method used is a descriptive qualitative case study with data collection techniques through in-depth interviews, documentation studies, and indirect observations. Respondents were selected from internal and external sources (Employees, Channel Distributors, Support, Customers and Stakeholders Project Owners) including managers and senior staff directly involved in the formulation and implementation of the company's marketing strategy. A good strategy requires in-depth analysis of sales strategies. To determine the right strategy for a business, the strategy must be tailored to the business environment, both internally and externally. By analyzing the business environment, it is hoped that the implemented strategy can help the company overcome competition and perform sustainably. The analysis was conducted using a SWOT approach developed into the IFAS, EFAS, SWOT, IE, BCG, Grand Strategy, and QSPM matrices. The results of the study indicate that SIG is in a strategic position to implement a growth strategy, particularly through environmentally friendly product innovation, regional market expansion, and strengthening digital customer service. The QSPM matrix indicates that the most feasible strategy to implement is expanding market share through a strategic partnership approach and increasing service added value. The implications of this research demonstrate the importance of adaptive and innovative capabilities in developing marketing strategies relevant to rapid external changes. These findings are expected to serve as a reference for similar industries in managing market uncertainty more strategically and sustainably.
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