Proposed Marketing Strategy to Fight Market Uncertainty for Indonesia Paper Company

ABSTRACT: The paper industry has faced pressures from the digitalization process and climate change over the past five years. Currently, the war in Europe is adding to the pressure. Companies from the paper industry, such as Indonesia Paper Company, must review their business strategies in facing this global market uncertainty. Using the Scenario Planning approach, this study finds two possible scenarios that companies can prepare for: the economy deteriorates into a world economic crisis, or the economy improves. Both scenarios show significant changes in market segmentation that can impact business and marketing strategies. The company has a Competitive Advantage in the source of raw materials. Therefore, the company can apply the Cost Strategy in facing a crisis. The advantage can also help companies carry out a Focused Differentiation Strategy when the economy improves. When uncertainty is still high, like today, companies can make internal improvements to adapt to rapid technological changes and optimize performance