Sustainable Marketing Strategy for Waste-Based Building Materials: Evidence from Clam Shell Ventilation Blocks in Coastal Surabaya

Dwi Ayu Indriyani; Yesica Novrita Devi; Indah Erna Cahyani; Mualifah Kashella; Dwi Ayu Kusumaningrum

doi:10.30651/imp.v6i2.33667

Penulis

Dwi Ayu Indriyani Politeknik Perkapalan Negeri Surabaya
Yesica Novrita Devi Politeknik Perkapalan Negeri Surabaya
Indah Erna Cahyani Politeknik Perkapalan Negeri Surabaya
Mualifah Kashella Politeknik Perkapalan Negeri Surabaya
Dwi Ayu Kusumaningrum Politeknik Perkapalan Negeri Surabaya

DOI:

https://doi.org/10.30651/imp.v6i2.33667

Abstrak

Purpose

This research aims formulate a marketing strategy of ventilation block or ventilation block made from clam shell waste through the integration of 8P marketing mix and SWOT analysis utilizing Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices.

Design/Methodology

Research utilizing quantitative descriptive approach. The data were collected through questionnaires to building and material entrepreneurs, households, and the community. Analysis was conducted using 8P marketing mix, IFAs and EFAS Matrix, and SWOT analysis to identify strategic positions and formulate alternative marketing strategies.

Findings

The findings indicate that strengths dominate over weaknesses, while opportunities outweigh potential threats. The product is in Quadrant I in the SWOT matrix, indicating a favourable strategic position and supports the implementation of an aggressive strategy (Growth Oriented Strategy). The recommended strategies include product development, optimization of digital marketing, expansion of partnerships, boosting production capacity, and enhancing the image as eco-friendly building material products.

Practical Implications

The results serve as a reference for business perpetrator in boosting digital marketing, production capacity, distribution, partnerships, and green branding to improve the competitiveness of the product.

Originality/Value

The novelty of the research lies in its focus on the marketing strategy for ventilation blocks made from clam shell waste, particularly within the context of coastal waste utilization in Kenjeran, Surabaya. The research provides insights into the internal and external factors influencing the marketing of these products and identifies marketing strategies that are relevant to their characteristics as products derived from locally available waste materials.

Keywords: Marketing Mix 8P; SWOT Analysis; IFAS-EFAS; Marketing Strategy; Ventilation Block

JEL Classification: M31, Q01, Q53

SDG: SDG 12, SDG 11

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