Integrated Marketing Strategy For Road Construction Competitiveness At PT XYZ

• Lely Amelia Sari

  Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo

• Lilik Indayani

  Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo

General Background The construction industry plays a vital role in national economic development by improving infrastructure connectivity and supporting logistical mobility. Specific Background PT Adi Joyo Kusumo operates within the highly competitive road construction and traffic equipment manufacturing sector in Java. Knowledge Gap Despite proven technical competence, the firm heavily relies on traditional personal relationships with local governments and underutilizes digital promotional tools, which severely restricts its private market penetration and overall market reach. Aims This qualitative descriptive case study analyzes current operational limitations to formulate a structured marketing framework for the company. Results Utilizing interviews, observations, and documentation, findings indicate that minimal promotion and intense price competition constrain growth, necessitating the implementation of Segmentation, Targeting, and Positioning (STP) alongside an Integrated Marketing Communication (IMC) approach and continuous competitor price analysis. Novelty This research specifically diagnoses the promotional bottlenecks of a local traffic infrastructure firm and proposes a transition from relationship-based contracting to a data-driven, digital IMC framework. Implications Adopting these integrated promotional practices enables traditional construction companies to diversify their client base beyond government projects, build strong brand awareness, and secure sustainable market advantages.

Highlights:

• Overreliance on traditional personal relationships restricts market reach within the highly competitive infrastructure sector.

• Implementing a structured STP framework enables construction firms to successfully penetrate private commercial markets.

• Integrated Marketing Communication and continuous competitor analysis significantly strengthen brand awareness and market positioning.

Keywords: Integrated Marketing Communication. Road Construction. Market Segmentation. Competitive Strategy. Traffic Infrastructure

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