Kezia Sri Yulina (1)
General Background: Market entry and market penetration strategies are important for positioning multifilament yarn products in the textile industry. Specific Background: Multifilament yarn products offer stable product quality, competitive pricing, customization capability, and experience serving industrial customers, but challenges remain in production capacity, customer service, market segmentation, and interdepartmental coordination. Knowledge Gap: A structured Go-To-Market (GTM) strategy integrating internal and external strategic analysis with a business model perspective is needed to support gradual market penetration. Aims: This study aims to design a GTM strategy for a multifilament yarn product. Results: Using a qualitative descriptive method supported by SWOT analysis, Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE) Matrix, and Business Model Canvas (BMC), the findings place the product in the hold and maintain position, indicating gradual market penetration as the suitable strategy. The proposed GTM strategy emphasizes direct marketing to B2B customers, preparation of priority accounts, product sampling, offer follow-up, and strengthened operational support. Novelty: The study integrates SWOT, IFE, EFE, IE Matrix, and BMC to formulate a practical GTM strategy for multifilament yarn. Implications: The proposed strategy provides a structured approach to gradual market penetration through targeted B2B marketing and coordinated operational support.
Highlights:
Keywords: Go-to-Market, SWOT, Business Model Canvas, Multifilament
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