STRATEGI PEMASARAN PT. DSAW MENGHADAPI FLUKTUASI PERMINTAAN DAN HARGA PIPA IMPOR

Abstract

This study analyzes PT. DSAW's marketing strategies in response to fluctuating market demand and imported pipe prices, using a qualitative approach through in-depth interviews with ten respondents. Findings show the company adopts adaptive strategies such as regular market trend monitoring, product diversification, and operational efficiency. Its Make to Order strategy enhances flexibility and minimizes overstock risk. Located in the Batam FTZ, the company benefits from easier export access. To counter price pressure from imports, PT. DSAW applies flexible pricing while emphasizing product quality, after-sales service, and industry certifications. Marketing focuses on high-value project segments, positioning as a high- quality pipe producer, and utilizing channels such as trade fairs, social media, CRM, and direct communication. SWOT analysis highlights strengths in adaptability, product quality, and strategic location, with weaknesses in dependency on large projects and local content regulations. Key threats include oil price volatility, cheap imports, and currency fluctuations. Overall, PT. DSAW maintains competitiveness through adaptive marketing, targeted diversification, operational efficiency, and integrated, tech-based approaches.