THE EFFECT OF PRODUCT, BRAND AND PACKAGING DIVERSITY OF COMPETITIVE ADVANTAGES AND IMPLICATIONS ON SALES RESULTS

Abstract

Opak SMIs in Sumedang Regency are faced with the problem of maintaining and increasing sales results. In strategic marketing, failure to maintain and increase sales results (sales) is very disturbing company performance. This is reasonable because sales results are an important component of company performance. If this happens, the company will experience difficulties in maintaining and developing internal resources and excellence (diversity of products, brands and packaging). Companies that cannot maintain and develop internal resources and excellence are threatened with bankruptcy. The existence of Opak SMIs in Sumedang Regency is highly dependent on a number of forces that exist in the markets where they operate, especially the strength to always have a diversity of products, brands and packaging.