Growth Strategy Untuk Meningkatkan Competitive Advantage Pada Soft Ice Cream Melalui Program Peningkatan Product Quality dan Loyalitas Pelanggan

Abstract

The ice cream industry in Indonesia has experienced significant growth in recent years. This increase is due to changes in lifestyle and consumer preferences who are increasingly looking for delicious and refreshing dessert products. Economic growth and urbanization also contribute to increasing consumer purchasing power, which drives demand for ice cream products. However, with this growth, competition in the market is also getting tighter with many new players, both local and international, entering with various innovations and aggressive marketing strategies. This research aims to further examine growth strategies to increase competitive advantage in the soft ice cream business through programs to improve product quality and customer loyalty. The research approach includes internal environmental analysis including Marketing Mix, STP analysis which will be summarized in the IFAS table and external analysis including PESTEL analysis which will be summarized in the EFAS table as well as making strategy formulations and making plans for strategy implementation, evaluation and control of strategies in soft business ice cream. By understanding consumer preferences, innovating products and services, as well as complying with applicable regulations and focusing on developing new products and more innovative marketing strategies to expand the market.