Marketing Strategy of PT. Pos Indonesia (Persero) KCP Bancar, Tuban Regency in Efforts to Increase Mail and Parcel Revenue

Abstract

This research aims to examine the marketing strategy of PT. Pos Indonesia (Persero) KCP Bancar, Tuban Regency in an effort to increase income from sending letters and packages. The research method used is qualitative by collecting information from interviews with five informants, observation to obtain data in the form of events, and documentation to obtain data sourced from documents, archives and reports. The research results show that the marketing strategy used can optimize and position service products and set clear and measurable marketing goals. PT. Pos Indonesia (Persero) KCP Bancar Tuban Regency implements segmenting, targeting, positioning strategies and develops a marketing mix which includes product, price, location, promotion. Apart from that, PT. Pos Indonesia (Persero) KCP Bancar Tuban Regency also optimizes its supporting factors, namely delivery quality, postage rates, service diversity, strategic location and delivery area coverage, as well as paying attention to inhibiting factors, namely competition between companies, public perception and lack of promotions to attract customer interest