PENGARUH MANAJEMEN RANTAI PASOK TERHADAP PEMASARAN DAN PENJUALAN PRODUK CV. AKE ABADI

Abstract

This study investigates the influence of supply chain management (SCM) on the marketing and sales of CV. Ake Abadi's products. In the current rapidly evolving industrial era, companies face intense competition, necessitating effective and efficient strategies. CV. Ake Abadi, a major beverage producer, experiences challenges in aligning its SCM with marketing efforts, primarily due to limitations in production capacity and product storage. These constraints directly impact its ability to meet market demand, implement effective marketing strategies, and consequently affect sales performance. This research employs a qualitative method, utilizing a case study approach at CV. Ake Abadi. Data was collected through in-depth interviews with company management, direct observation, and a review of relevant literature. The findings reveal that SCM, particularly production capacity constraints (limited to two main machines and insufficient storage), significantly restricts the company's marketing activities and contributes to sales stagnation. The company struggles with sudden demand surges and its reliance on distributors limits direct market responsiveness. The study aims to identify the impact of SCM on CV. Ake Abadi's marketing and analyze its influence on product sales. It concludes that CV. Ake Abadi's current SCM inadequacies, especially in production, act as a primary inhibitor to effective marketing and sales growth, highlighting an urgent need for improvements in these areas.