| The purpose of this research is to analyze the marketing strategy that has been done by a company. This research has a purpose also for identify the marketing strategy that has been done by application division for QI product and safety product. For supporting this research about marketing strategy in the company, researcher use STP analyze and Marketing Mix. Research is done by qualitative descriptive methods which the data for this research is gain by interview process. This interview process is done to an assistant manager of application division at ‘x’ company. The result of the research show that application division has use STP (segmenting, targeting, positioning) for QI product and safety product. The result of the analyze show that the market target of QI product is different with safety product, but has the same market segmentation and positioning strategy. For supporting the positioning strategy, application division also use marketing mix which have components that well known as 4P. These components are Product, Price, Place and Promotion. Base on the total analyze, it shows that the marketing strategy that has been used by application division has connection with the theory of marketing strategy. |