Business Strategy to Increase Sales Performance: Case Study of a Mineral Water Product in Indonesia

Currently, people in Indonesia are starting to become aware of consuming proper drinking water so the demand for increases every year. This is an opportunity Club mineral meet market demand. Club’s brand has started gain public attention, as shown by being included category five bottled based on consumer choice according Indonesia’s Top Brand data. Even so, lowest share percentage when compared its four competitors. Furthermore, looking at internal sales performance Indofood CBP’s group, beverage division were smaller than other divisions. shows that needs analyze strategy improve company can a leader market. study further analyzes how runs business from external and perspective. uses analysis such PESTEL analysis, Porter’s forces, competitor analysis. Moreover, there also analyses company’s core competencies, resource-based VRIO. Then was conducted using SWOT determine strengths, weaknesses, opportunities, threats products. qualitative quantitative methods survey customers. The researcher analyzed position competitors terms sales, followers Instagram social media, frequencies posting, use digital media. After that, TOWS matrix will help develop sales. recommendations given include should know competencies develop, makes product innovations different competitors, way promotions delivered, optimizes media tool. Strategy implementation form Gantt chart made these PT ICBP could implement it properly.