Analysis of Business Marketing Strategy in an Effort to Increase the Sales Volume of Company X in Dili City, East Timor

This study proposed to analyze marketing strategies in an effort to increase the sales volume of Company X in Dili City, East Timor. The method used in this research is descriptive qualitative which shows to analyze the marketing mix strategy (Marketing Mix 4Ps) beer beverage products Company X in Dili City, Timor-Leste. The results show that the product strategy is to prioritize the quality (quality product) of the beer itself, the taste of the aroma and not cause disease and other physical disorders, and unique. Price strategy is the standard price of beer and according to the amount of alcoholic beer. Distribution Channel Strategy Company X collaborates with two large companies in Dili to distribute beer beverage products to 12 districs and in the city of Dili. Company X promotional strategies carry out promotional strategies through Event Sports, Live Music, department stores, convenient stores, agents, shops, social internet media (Facebook, Instagram and YouTube) and Advertising (Newspaper, Brochure, Magazine, LED (Light Emmiting Diode).

through Resellers to all Districts in Timor Leste to increase sales volume to the Company X.

Objective
To analyze the marketing mix strategy (4Ps Marketing Mix) of Beer Company X beverage products in Dili City, Timor-Leste.

Theory
According to Kotler and Keller (2012: 5) states that marketing mix is a set of marketing tools that companies use to continuously achieve their marketing goals in their target markets. Marketing as a combination of activities that are interconnected to be able to find out what is needed by consumers, so companies can develop products, prices, services and do promotions in order to meet consumer needs and get profits. With marketing it will help consumers to determine the product needed based on certain factors such as quality, time of purchase, and place of purchase. In addition, consumers can be used as information to support appropriate marketing activities by business people. So with the right marketing it will be able to generate maximum revenue for the company. 3.1 According to Philip Kotler & Kevin Lane Keller (2012: 4), providing a definition of a product is anything that can be offered into the market to be noticed, owned, used or consumed so that it can satisfy a desire or all needs. Products marketed include physical goods, services, experiences, events, people, places, property, organizations, and ideas. So that the product is something that can be offered on the market and can be used by customers / consumers well and also beneficial. Product strategy is the core of a marketing mix strategy where retailers can offer unique attributes that differentiate their products from their competitors. Quality, design, features, brand name and size characterize the product. product acceptance by customers is based on product quality and design. 3.2 According to Ferrell and Hartline (2014: 167-168), that basic pricing strategy, companies also use other techniques to adjust or exchange prices. This technique can involve permanent adjustments to product prices, or temporary adjustments that are used to stimulate sales during certain times or situations. 3.3 According to Goi (2011) andMuala &Qurneh (2012) in the journal Muhammad (2014: 102) distribution strategy (distribution strategy) / place strategy requires effective distribution of company products among marketing channels such as wholesalers or retailers. The distribution system is the main external resource. 3.4 Kasmir and Jakfar (2012: 59) state that promotion is the most effective means to attract and retain consumers.
There are several promotional strategies in disseminating information about company products, including advertising (advertising), personal sales (Personal Selling), sales promotion (Sales Promotion) and Publicity (Publicity). But in this study the authors use the description specifically on Advertising and Social Media Internet according to the company's internal data X.

Methodology
This study analyzes the marketing strategies of Company X in Dili City, East Timor using descriptive qualitative research methods. Primary data collected through interviewing the Marketing Manager and his staff. Then secondary data is taken from books, International Journal, and from public and private sector documents related to Company X.

Result (Findings)
Strategy Marketing MIX (4Ps) in Company X

Product Strategy
Company X has 5 brands that are marketed to consumers namely Heineken, Sagres, Bintang, Tiger and ABC. However, the Company's product strategy at this time, is focused on the three brand brands, namely Bintang, Tiger and ABC because this is a beverage that can already be produced in Timor Leste. The superiority of the product strategy of Beer from the Company X is the Quality of beer, the aroma of the aroma and does not cause disease and other physical disorders, has a size that fits the amount of 330ml.  Vol.11, No.29, 2019 Heineken: Premium beer with 5.0% alcohol. The target group is working individuals, students and students with groups between the ages of 18-35 years. Sagres drinks are produced in Singapore and then imported into Timor Leste. According to the statistics of the Ministry of Finance of Timor Leste in 2018 with a total (supplementary unit of 87,162). Sagres: Premium beer with 5.0% alcohol. The target group is working individuals, students with groups between the ages of 18-35 years. Sagres drinks are produced in Portugal and then imported into Timor Leste. According to the statistics of the Ministry of Finance of Timor Leste in 2018 with a total (supplementary unit of 34,730). ABC: Mainstream beer with an alcohol amount of 6.8%. The target group is working individuals and students with an age group between 35-40 years in which education and income are at a moderate level and a majority of 90% of men consume ABC beer products. For now ABC Beer is produced by Company X (Interviewed: Heineken Timor: 2018) Bintang: Mainstream beer with 4.5% alcohol. The target group is working individuals and students with groups between the ages of 18-35. The majority of 70% of men who consume Bintang beer and 30% more for women also like Bintang beer. Now, beer Bintang (330ml and 250ml) is produced by Company X. Tiger: It aims to be a global beer APB (Asia Pacific Breweries) distributed in Timor-Leste. Tiger is the most famous beer in Singapore that has been known for its good reputation. The Company X produces new 250ml Tiger beer with 4.5% alcohol and has been marketed in several stores, supermarkets in Dili, Timor-Leste. Tiger beer is produced by Company X.

Price Strategy
One of the main reasons why companies find it difficult to set prices for their products and services relates to the limited availability of information that might be obtained, but the relative difficulties that information about demand might obtain.
The company has principles in setting prices that take into account the following factors: (1) Production costs such as packaging costs, (2) Tax rates, (3) Marketing and Economic Situations and (4)  The market selling price in Dili and District must be the same with each other but the profit margin added by the agent and shop must be around 5% -10%. However, price and consumer behavior tend to have a controversial direction, in particular, during an economic slowdown, if there is an increase in beer prices, consumer behavior will definitely change, and customers will buy cheap beer. Therefore, Company X sets the price at which the price is not too expensive and also not too cheap according to the standard price of beer regulated by the government (Ministeriu Comerciu e Industria Timor Leste).

Distribution Strategy
The distribution of company X beverage product sales through 2 companies, namely the Lisun Timor Company and East Timor Trading where the Company X gives them credit based on the criteria that at the end of the second year the company must enter the amount of the sale of beer products according to the target both companies. Of the two companies, they are able to invest with a high amount of capital. Therefore, it will allow the two companies to buy enough products for their shares. Then the two companies carried out a distribution strategy by reselling through Reseller wholesalers or general shops, Bar & Restaurant supermarkets, Hotels & Resorts in Dili City. And also on customers can come directly to buy in both companies for activities or events (Wedding and Anniversary) with a sufficient number of lots for example 100 carton ie 50 carton beer Bintang, 20 carton ABC European Journal of Business and Management www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.11, No.29, 2019 36 20 Carton Tiger and Sagres bottles 10 carton ( Source: Internal Data from Lisun Timor Company: 2018). According to the Company's Internal Data (Lisun Timor: 2018) that for now, the Company has distributed beer beverage products to 12 districts in Timor Leste. Because companies set up warehouses in 4 districts namely Baucau, Maliana, Oecusse and Covalima) and in Dili there are: 7 Lisun's salesman for alcohol category, also in Districts: 8 Lisun salesmen for mix category.
So that customers are easy to access buying beer drinks in the nearest shops. As for the Heineken beer beverage products, it is only distributed in the city of Dili because the stock is limited so that it is not distributed to other districts, because the beverage is targeted at the upper middle class with quite expensive prices.

Promotion Strategy
The objectives of the promotion carried out by company X are: (1) To provide information on beer products with better image quality like that of Heineken in other countries and have the right product positioning, (2) To approach the main target group (Customer) and, (3) To make memory like Heineken to the greatest level. Company X has a promotional strategy focused on three products, namely Bintang, Tiger and ABC through Event Sports, Music, department stores, convenient stores agents, shops, internet social media (Facebook, Instagram and YouTube) and Advertising. Because, the three products are produced in Timor Leste, therefore, the Company prioritizes promotion strategies on products in the country to disseminate information about beer beverage products, namely Heineken, Sagres, Bintang, ABC and Tiger to all customers to more easily access information about products provided by the company, so they can be interested in buying these products.
The following

Conclusion and Recommendation 6.1 Conclusion
According to the writing of this analysis on research, it can be concluded that the marketing mix strategy of Company X is as follows: Product strategy: Company X product strategy is to determine the characteristics of a product or service that will meet customer needs. A product can be seen as a whole bundle of satisfaction offered by marketers to the market. The company responds to consumer needs by conducting research relative to the behavior of production, marketing, consumers, and general stores in sequence. And developing the quality and value of beer beverage products produced and expanding distribution channels to stores in 12 districts including the capital of Dili to increase the volume of beer beverage sales.
Price strategy: Criteria in setting marketing prices are used to be appropriate in consideration of consumer income, having criteria calculated as follows: (1) Beer production costs (2) Competitors (3) Marketing and economic situation and (4) Rates tax.
Distribution strategy: Company X cooperates (MoU / Memorandum of Understanding) with 2 large companies in Dili, namely: East Timor Trading and Lisun Timor to distribute the beer production. East Timor Trading company distributes Heineken beer products, while the Lisun Timor Company distributes Sagres, Bintang, ABC and Tiger beer products.
Promotion strategy: Company X conducts a promotional strategy through Event Sports, Live Music, department stores, convenient stores, agents, shops, social media internet (Facebook, Instagram and Youtube) and Advertising. So that it can provide a lot of information to customers to more easily access information about the products provided by the company.

Recommendation
Recommendations for the Company X regarding the marketing mix strategy (marketing mix) are as follows; 1. Products: Improve the quality of beer beverage products especially in the country, namely Bintang, ABC