Strategi Ekspansi Digital Marketing dengan Metode Sostac dan Race pada CV. Super Jati

Abstract

This research aims to design a digital marketing expansion strategy for CV. Super Jati, a teak wood furniture company based in Medan, by utilizing the SOSTAC and RACE frameworks. The study was motivated by the company’s low contribution of social media sales, which accounted for only 7.6% of total sales over the past 12 months. The SOSTAC method was employed to assess the company's internal and external conditions through SWOT analysis and to formulate objectives, strategies, tactics, actions, and control mechanisms in digital marketing planning. Meanwhile, the RACE framework was applied to optimize the digital marketing strategy through the stages of Reach, Act, Convert, and Engage. The findings indicate that CV. Super Jati possesses strengths in product quality but faces challenges in production capacity, technological adoption, and increasing digital competition. Recommended strategies include enhancing digital marketing efforts on social media and e-commerce platforms, adopting modern production technologies, and collaborating with interior designers and property developers. The proposed strategy is expected to effectively improve brand visibility, market reach, and customer conversion.