Strategi Pemasaran pada Perusahaan Bongkar Muat PT. Haka Cargo Stevedore

Abstract

This research discusses efforts to improve the marketing strategy of PT Haka Cargo Stevedore, a new company in the stevedoring service sector in Indonesia. With the increasing need for logistics and sea freight activities, the company needs to strengthen its position in the market. The method used is quantitative with a SWOT analysis approach to identify internal strengths and weaknesses, as well as external opportunities and threats. SO (Strength-Opportunity) strategies are the main focus, such as market penetration, expansion of operating areas, and vertical-horizontal integration, with the support of digital transformation and cooperation with educational institutions. Recommendations include strengthening digital presence, expanding client networks, and optimizing operations through technology and HR development. Systematic implementation of these strategies will help PT Haka Cargo Stevedore strengthen its market position and effectively face the challenges of the logistics industry.