| dc.description.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. | en_US |
