Business to Business (B2b) Marketing Strategy for Construction Industry Equipment Manufacturing Company, CV. Ziaulhaq Solution

Abstract

The construction industry in Indonesia drives economic growth through large-scale
infrastructure projects, increasing demand for reliable testing equipment like CV.
Ziaulhaq Solution’s Laboratory Test Sieve. Despite robust production capabilities of
1,254 units per month, the company faces challenges due to reliance on offline
distribution and intensifying market competition. The purpose of this study is to
identify and analyze the challenges faced by the company in the face of intensifying
market competition and shifting buyer behavior towards digital platforms. This
research used qualitative methods, data was collected through in-depth interviews,
document analysis, and triangulation. Tools such as PESTEL, 7P Marketing Mix,
STP analysis, SWOT, and TOWS Matrix assessed market dynamics and strategic
positioning. Findings highlight the integration of offline channels with digital
strategies, including e-catalog registration for government procurement, improved
after-sales service, and partnerships with educational institutions. Digital promotion
through social media, value-based pricing, and certification for compliance are
essential. This study provides actionable insights for manufacturers to align
marketing efforts with decision-making processes, improving market competitiveness
and customer trust. By combining traditional and digital approaches, CV. Ziaulhaq
Solution can meet industry demands, achieve sustainable growth, and create longterm value for customers.