OPTIMIZING REGIONAL SALES DISPARITIES OF BLESSED TEA USING THE KEPNER-TREGOE METHOD: A CASE STUDY OF PT. CAHAYA KURNIA PERSADA

Abstract

This study explores the sales disparity of Blessed Tea between Padang and Ciamis, aiming to develop practical solutions to improve performance in Padang while maintaining stability in Ciamis. Utilizing the Kepner-Tregoe method, the research identifies key factors contributing to the sales decline in Padang, including high leadership turnover, ineffective marketing strategies, pricing challenges, and logistical inefficiencies. In contrast, Ciamis' sales success is supported by stable leadership, strong brand loyalty, and effective promotional strategies. The study adopts a mixed-method approach, combining quantitative and qualitative methods by analyzing sales data, leadership turnover rates, and conducting interviews with regional managers and stakeholders. Analytical tools such as the Fishbone Diagram and IS/IS NOT Matrix are used to identify various strategic and operational challenges in Padang. This research recommends strategic measures, including improving leadership retention, strengthening promotions tailored to cultural preferences, optimizing pricing strategies, and implementing a multichannel approach to enhance both online and offline sales. The implementation plan outlines the necessary steps and timelines to address key aspects such as product, pricing, promotion, location, competition, and distribution strategies. The proposed strategies aim to reverse Padang's three-year sales decline, replicate Ciamis' success, and establish a more balanced regional performance, ultimately contributing to the overall growth of PT Cahaya Kurnia Persada.