ANALISIS PENGEMBANGAN STRATEGI PEMASARAN YANG EFEKTIF DALAM KONDISI KURANGNYA SDM DI PT BAHARI TIRTA MANAJEMEN

Abstract

Putri, Nadira Adinda. 2025. “Analisis Pengembangan Strategi Pemasaran Yang Efektif Dalam Kondisi Kurangnya SDM di PT Bahari Tirta Manajemen’’ This study aims to analyze the development of effective marketing strategies to address the shortage of human resources (HR) at PT Bahari Tirta Manajemen. The main problem addressed is how to overcome HR limitations that affect the company’s marketing performance. The population consists of all 9 directors of PT Bahari Tirta Manajemen, who also serve as the sample using saturated sampling technique. The study employs a qualitative descriptive approach with data collection methods including questionnaires, observation, interviews, and documentation. Data analysis uses SWOT analysis to identify the company’s strengths, weaknesses, opportunities, and threats. The results indicate that PT Bahari Tirta Manajemen has strengths such as a good reputation and commitment to service quality, but faces weaknesses related to limited HR in marketing. The conclusion recommends strengthening HR training and developing strategic partnerships to enhance marketing. The main suggestion is to improve the marketing team’s capacity through digital marketing training and establish synergy with maritime educational institutions to expand networks and improve company image.