BUSINESS STRATEGY FORMULATION FOR SALES RECOVERY FOLLOWING A DECLINE

Abstract

This study aims to analyze the influence of marketing strategy, product innovation, and operational efficiency on sales performance, with market conditions serving as a mediating variable at PT Inti Prima Rasa. The study is motivated by the company's sales performance decline in 2024, which was influenced by changing market conditions, increasing competition, and operational challenges within the bakery and pastry ingredients industry serving the HoReCa segment. This research employs a quantitative explanatory approach using a survey method. The respondents consist of managers and supervisors of PT Inti Prima Rasa. Data will be collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The research model examines the direct effects of marketing strategy, product innovation, and operational efficiency on sales performance, as well as the mediating role of market conditions. This study adopts Dynamic Capability Theory as its grand theory, emphasizing the importance of organizational capabilities in sensing, seizing, and transforming resources to respond effectively to environmental changes. The findings are expected to contribute to the development of strategic management literature and provide practical recommendations for PT Inti Prima Rasa in formulating sustainable sales recovery strategies and enhancing long-term competitiveness.